Friday, 28 June, 2019, POSTED BY Massive Infinity
If you’re planning to develop a mobile application for your business and have been doing research on what features to include in your app, you must have encountered push notifications a couple of times. Sure you know what it is - those pop-up messages from apps on your phone screen that you mostly ignore. You keep your eyes peeled only when the items on your wishlist have just gone on sale, if not its pretty much swiped away and life goes on for you. The question is, if these notifications get ignored more than half the time, why do mobile app developers and veterans of the industry still recommend such a feature? Most of the apps on your phone have them as well, and surely the time and budget put into developing this could be put to better use. While that’s both right and wrong, this article will explain what’s great about having push notifications on your app and how you can do it right without it being a waste of money and effort.
Push notifications, when done right and smartly, can increase app engagement by 88%. That’s a tremendous change that can happen for your business. It’s no wonder that other than mobile apps, websites and other smart devices have also utilised the pop-up feature to grab your attention. This article will guide you on how you can get the most value out of this feature and also how to avoid getting X-ed out by app users the next time your new message pops up again.
This isn’t just another feature you add to your app because it’s trendy or because most apps have it. An excellent push notification strategy is well thought out and can increase an app’s inherent value.
These are the two main functions of Push Notifications - 1) Enriching User Experience and 2) Re-engaging App Users - develop your strategy according to what your business needs.
Whenever we think of push notifications, we mostly think of messages on sales and discounts - words that try to influence you to cart out before ‘it is too late”. However, depending on the type of app you plan to develop, push notifications can be a core part of the app experience. For example, the Grab app alerts users when they have matched them with a driver, or when their ride has arrived. Without these messages, the user will be lost and will never know if they have gotten a car or not. In terms of re-engaging app users, push notifications give businesses the opportunity of interacting with potential customers when they are not in your app. This is crucial for mobile marketing and a recent study has found that on average, fewer than 25% of app users return to an app the day after they download it. What’s bleak is that this percentage continues to decline everyday after the first. To reverse the trend, push notifications is the way to go. This is because it provides a direct line back into your app with a single tap. What’s more is that it is able to provide a deep link to a specific page on the app that is relevant to the user. This is a classic example of alerting users of products going on sale after it has been on their wishlists or carts for awhile.
Take a look at your business plan or company’s vision, mission and goals. Identify a particular purpose or goal that you would like to focus on. This can be to increase sales revenue, customer engagement or to increase user traffic on your app. Also take some time to think about potential pitfalls in your general business strategy - if there is/are any, can it be solved by push notifications or other app features? To put things into perspective, your company engaged a mobile app development company to develop an app for marketing purposes but app analytics show that users do not spend more than 3 minutes on the app. Thus the existence of the app does not lead to purchases and instead leads to a fall in revenue month on month. This is the perfect scenario to rethink your push notification strategy - do you have it? If you do, why is it that users are ignoring them? A few pointers that could help you get started on this brainstorming that could lead to developing a better push notification strategy - Figure out and understand your target users’ mindset, receptivity and needs.
What are the challenges or problems faced by your app users? Does the navigation around the app bother them? Do they spend large amounts of time trying to find something they are looking for and give up after a couple of minutes?
When do users respond to app notifications the most? Is there a certain time fo the day where users are more engaged and tend to tap into the messages more than other hours? Are they more attentive when you use certain messages or emojis as compared to others?
Including a personalisation feature to your push notification strategy can help to address the individual needs of app users. Some users only make purchases when there is a sale, others only look at pink bags. A general message isn’t going to grab their attention when there are many other things going on on their phones at a time. Make use of user segmentation and trigger criteria(defined actions by users or parameters that will activate particular push notifications) to help with developing a good push notification strategy.
Once you have done in-depth homework on the above, it’s time to organise all the information and truncate them into messages that actually mean something to your users.
The general 3 types of messages into push notifications are - 1)Informative, 2) Geo-tagged and 3) Interactive Re-engagement.
Informative notifications are announcements, reminders and alerts. Geo-tagged notifications are messages tagged to certain locations when users are in the area. This could be useful for apps that notify users of discounts or events in nearby stores or venues. Lastly, interactive re-engagement type of notifications check in with users to keep the brand at the top of mind. These could be inspirational, feel-good messages or celebratory information to share with users. The point of such messages is to strengthen the brand’s relationship and loyalty with users.
Last but not least, make use of the goodness of data analytics that we have today to better your strategy everyday. Mobile app developers like Massive Infinity are able to develop apps that have built-in app analytics to collect data about users’ behaviour in-app. It’s as important as devising a push notification strategy to see how your users respond to the different messages or types of push notifications set in place. At the start, app analytics will be useful for A/B testing of messages - find out what users like and build on it. Having information about what is going on allows you to manage expectations and work towards the goals you have set out as a company.
As seasoned mobile app developers, the push notification strategy is something that we harp on. When done right, it can do wonders for your business and our team is ready to be your guide on this. We have developed countless of apps with excellent push notification features, give us a call or leave us a message in the enquiry form below if you would like to know more.
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