Four steps to improve app retention using push notifications
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How to improve user retention rate is one of the key problems that APP operators are pondering. It is found that many developer teams and APP operation teams, while proud of the number of "new users" they add every day, are distressed to find that only a small number of these new users stick to the 90 days. There was a developer whose new user retention rate was 21% on the first day, but this figure dropped to 1.89% after the 90th day. A poor retention rate means that the users we worked hard to acquire only provide short-term growth in the number of APP users. In the end, they leave, so there is no need to talk about long-term value. When the retention rate is too low, high-quality message push is one of the measures to improve the retention rate . Through this article, you can learn: 1. How to increase the probability of users choosing to enable push messages 2. Sending push notifications can increase retention rate by 20%. 3. Attract 68% of first-week users, even those who are dormant. 4. Personalized push notifications, enjoy 7 times higher retention rate. Now, are you ready? Let’s take a look at the four steps to increase retention using push notifications. 1. What to pay attention to before requesting push permissions We know that APP push notifications can improve retention rates, but this function is useless until the user chooses to allow us to push messages to him. To be honest, only 42% of iOS users choose to allow APP to push notifications to them. Therefore, if we want to use push notifications to improve retention, we must first find a way to increase the probability of users choosing to allow it. Before you request push permissions, be aware that, by default, iOS presents the user with a series of system prompts when they launch a new app. These prompts include permissions that the APP needs to access the user's location, contact list, etc. At this time, if the user does not know what specific value the newly downloaded APP has for him, then they will reject these requests, even if some of the requests are meaningful to the user, such as push notifications. So in this case, your push request can easily get lost among these other permission requests, and if the user repeatedly clicks "Don't Allow", we will lose this opportunity forever. What if we choose to request push permissions after the user registers an account or unlocks the game ? At this point, our app has initially proven its value to users, and we believe it can make users more receptive to push notification requests. If possible, we can send information explaining the push notifications via in-app messages rather than system prompts, which will be more effective. However, many domestic APPs do not have this function. 2. Send valuable push messages Push notifications are one of the effective ways to interact with users. In the long run, an app that sends push notifications will not have a bad retention rate. But what type of push notifications should be sent? This is the trickiest part. Improper push notifications may cause users to uninstall the app , so we should send valuable emails as much as possible. Here are a few suggestions: 1. Shopping apps remind users of discounted items in the categories they frequently browse. 2. Travel apps that notify users of last-minute changes to travel events, such as flight delays. 3. Music APP, notifying users that their favorite singer has just released a new album. The key to these messages is that they create value rather than annoy the recipient. The cost of annoyance is huge. No one wants to be uninstalled because of sending a push message to the user, right? 3. Make dormant users receive relevant messages If only 10% of your app’s users use it in the first week, the open rate is low, but it does not mean that the other 90% of users uninstall the app. Most of these users are just dormant. They may not seem interested in your app, but if you engage them enough and show them the value of your product, things can turn out well. (This pie chart provides a helpful visualization) Until your dormant users uninstall your app, you still have a chance to win them back. It’s no exaggeration to say that using push notifications can reactivate more than two-thirds of your user base. The content of push notifications should be helpful, personalized, and not spammy. The difference here is time, which is crucial. If users still feel fresh about your app, all we have to do is find an appropriate time to use push notifications to convince or prove the value of the app. 4. Personalize the content of your push notifications Generally speaking, personalized push notifications are more valuable than generic push notifications. Personalized content can include anything from recommended items based on a user's browsing history to local weather data pulled from the Internet. In fact, the Cicada Master ASO optimization platform has mentioned the content of relevant personalized notifications in the above text. For example, if A likes Zhang’s songs, we can push Zhang’s new album to A; for example, if B likes Li’s songs, we can use B to push news about Li’s new album. And all of this information can be obtained through simple user browsing history. How to personalize your sending time? This requires developers or APP operators to deeply analyze users' usage habits and choose to push messages at the time when users are most likely to open the app. However, the level of personalization cannot always be achieved manually. Continuous AB testing is a common method. Foreign countries use intelligent algorithms to do this. From the above we can understand that correct APP message push is very valuable to the opening rate and retention rate of APP. I hope these four practical steps can help everyone. If you lead the user before sending the push notification option to accept the request, it will be easier for us to increase the probability of users choosing 'Allow push'. Mobile application product promotion service: APP promotion service Qinggua Media information flow This article was compiled and published by @Cicada Master (Qinggua Media). Please indicate the author information and source when reprinting! |
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