4.5. In-App Events Trends

Most finance apps don’t utilize in-app events, and those that do primarily use them to announce major updates. This represents a missed opportunity, as many apps overlook the growth potential that in-app events (IAEs) offer. IAEs can significantly boost user engagement and retention, as well as drive increased search traffic.Here are some key tips for creating effective IAEs for finance apps from SplitMetrics Agency’s experts.

Promote Major App Updates

Highlight significant app updates or new features through IAEs, like a new list of trusted brokers or multilingual money transfers.

This can keep existing users engaged and encourage new users to explore the latest improvements. 
appeal without undermining its clarity or conversion potential.

Leverage Seasonal Events

Utilize popular shopping events like Black Friday and Cyber Monday to launch time-sensitive in-app events. They can attract more traffic and engagement through limited-time promotions or discounts.

Additionally, you can turn to traditional holidays like Christmas to host a special IAE. Don’t forget about localizing in-app events — keep tabs on holidays in your target markets. Major social events in your target markets can also be a great opportunity for some finance apps to launch an in-app event.

Create Promotional Games or Challenges

Gamification and challenges drive engagement. Offer prizes, points, or exclusive rewards to encourage users to participate and engage with your app.

A promotional game with cash rewards and points can successfully attract new users and engage your current ones. It’s also a fantastic way to build a powerful and memorable brand.

Highlight Competitive Offers and Features

Emphasize offers or features that outperform competitors.

For instance, your in-app event can include financial benefits, such as lower fees or zero caps on earnings. Another option is to highlight an innovative feature that instantly sets you apart from other apps.

Run Recap and Live Events

Don’t let Spotify rest on its yearly recap laurels and copy their marketing strategy for your finance app. Launch IAEs around the year-end to recap achievements, user milestones, or special offers. This can help re-engage users and celebrate their journey with the app.

Launch IAEs around the year-end. This can help re-engage users and celebrate their journey with the app.

Offer Free Trials or Special Access

Provide users with exclusive access or free trials to premium features or data. IAEs can help drive new sign-ups by giving users a taste of premium services.

Ensure Event Timelines are Flexible

Be prepared to adjust or halt in-app events based on performance or unforeseen issues. While planning is essential, flexibility ensures that you maintain user satisfaction.

Designing an in-app may feel like a challenge. Some app marketers may even think IAEs aren’t necessary. The truth is, they can improve your engagement and retention rates. They also give you an opportunity to promote your app across other marketing channels, such as social media and email.