APP promotion case: practical skills to guide users to authorize APP to send notifications
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The success or failure of the initial authorization application will largely determine whether the product value can be fully demonstrated to retain users. In this seemingly insignificant but almost decisive link, we need to be extremely cautious and take all possibilities into consideration for any optimization plan. Today I will share a practical thinking on the guidance process. The conversion rate data proves that this article is very valuable. Our Hopper app analyzes a large amount of airfare prices every day, accurately predicts price trends, and tells users when it is most cost-effective to buy tickets. Hopper can make very accurate price predictions and tell you whether you should buy a ticket or wait. While waiting, you can use the "wait and see" function. The app will continue to watch the flights you are interested in until the price enters the "low price" range, and then push a notification suggesting purchase to you. We hope that more users can discover, understand and use the "Wait and See" feature and benefit from it. We are very sure that the conversion rate of this function is far from reaching its peak. Stimulating users' demand for the wait-and-see function is a very important product strategy for us. Considering that the wait-and-see feature itself can increase product stickiness — for example, even when users are using the wait-and-see function, they will return to the app more frequently to view relevant information about the current situation or try other features while waiting — we want to ensure that users can fully understand the value of this feature when they use the app for the first time and correctly complete the push notification settings. Questions about notifications Obviously, notifications are extremely important to the wait-and-see feature - if users don't allow Hopper to send notifications, they won't receive a recommendation when the price reaches a low price range, and the wait-and-see feature will be completely useless. iOS gives the user the power to decide whether to allow an app to send notifications, and each app has only one chance to trigger the permission request. If the user selects “OK,” everyone is happy; if they select “Don’t allow,” then even if they change their mind in the future, it will be very troublesome to re-select - they must exit the app, go to system settings, find Hopper in the list of apps in “Notifications,” and then re-set permissions. Existing Process The current flow uses three screens to briefly describe the product’s value and features, and then users are directly introduced to the app environment; when they use the relevant features, the authorization dialog box will appear. It turns out that most users don’t read even a short introduction; they just want to start using the app right away. Even if users actually read it, this form of text is disconnected from the actual operating interface, and users find it difficult to make connections, let alone understand and remember it. This form of educational effect is much weaker than we expected. These guide pages actually include an introduction to the "wait and see" function, but fail to intuitively display the function interface and notification information, and users are unable to realize the relationship between this core function and iOS permission application. Whether they read it or not, the end result is that it is difficult for users to get useful information, and when they are faced with permission requests, the probability of clicking "Don't Allow" will be very high. Obtain authorization directly in the onboarding process We decided to redesign the existing onboarding process and reduce the steps to two pages: the first page displays a welcome message to provide users with an overall sense of context; the second page focuses on "wait and see", briefly introduces the function and shows the specific form of the notification. The guidance ends here. Before the user loses patience, we let him enter the app environment. For other functions that require guidance and prompts, we will provide some tips in the actual interface to help users understand more immediately and intuitively. After deciding on the general idea, I quickly drew some sketches: This is how the actual UI looks like: The first two screens in the first row are the guide pages. Click "Allow Push Notifications" at the bottom of the second guide page, and the authorization dialog box will appear. We believe this is a more proactive onboarding strategy because: Even if users habitually ignore the introduction content on the guide page, when they are about to click "Allow push notifications", they will think "What am I allowing?" and go back to read the introduction content. By reading the content, users will understand the value of the wait-and-see feature and how it relates to push notifications. We want to know whether this improvement can increase the probability of users authorizing notifications, although this approach is more likely to cause some users to abandon the app without even going through the onboarding page. The final verification result shows that the proportion of qualified users has indeed been improved. The so-called qualified users refer to those users who officially enter the app, use the wait-and-see function and benefit from it. analyze The results of the optimization look good. After entering the app, the proportion of users who use the wait-and-see function has increased. But after careful study, we found that the number of qualified users did not really increase. We simply changed the way they became qualified users. In the past, almost all users would go through the onboarding process and enter the app environment. When using related functions, they would be asked whether to authorize. Those qualified users would agree to authorize, while unqualified users would refuse to authorize and churn. Under the new process, qualified users will click "Allow Push Notifications" at the bottom of the second guide page, and choose to agree to the authorization in the authorization dialog box that pops up next to iOS, and then enter the app and use the wait-and-see function; some unqualified users will give up directly when they see "Allow Push Notifications" at the bottom of the guide page, while others will click this button, but will choose not to agree to the authorization in the authorization dialog box that pops up next to iOS, so they cannot use the wait-and-see function even if they enter the app. Therefore, the fundamental reason why the proportion of qualified users has increased in the new process is that those unqualified users have not been able to enter the app at all, or even if they have entered, they are unable to complete the conversion. Continue to improve There are two main issues that prevent more users from becoming qualified users of the wait-and-see feature. First, these users do not read the content on the guide page, so this problem still exists; second, even if some users read and understand the introduction, they will still have doubts when facing the authorization dialog box - they will choose to refuse authorization first, and then enter the app to experience the product. In fact, there is nothing wrong with the model of allowing users to apply for authorization after experiencing the product and entering the wait-and-see function, as in the initial process. Users are more likely to have the desire to use the product in actual situations. However, in reality, we cannot expect users to make a rational choice to authorize in that almost only chance. So we tried to combine the two solutions - based on the two-screen guide page pattern, we provided users with two choices on the second page: “Not Now” – Regardless of whether the user has read the two-screen onboarding carefully, if they are struggling to build trust at this point and want to experience the product first, then they can click this button and then enter the app environment without triggering the iOS authorization request. The system authorization dialog box will not appear until they use the actual functional interface. “Notify Me!” – Users who trust the product and are willing to use related features can click this button (visual style enhancement) to trigger the iOS authorization request and confirm their consent to the authorization again.summary This model has actually increased the conversion rate. More and more users have smoothly completed the guidance process and entered the app to actually experience various functions, and eventually become qualified users. Looking back at this model, it allows the entire onboarding process to be completed naturally, that is, the function is introduced without assuming that the user will read and understand the content - the choice is left to the user in the last onboarding page. Users who trust us will directly authorize, and those who want to experience it first and then make a judgment can also enter the app smoothly. In the next actual interface, they can further participate in the function with the guidance of tips. By the time they reach the wait-and-see function, the cognition has been basically established, and it is natural to trigger the authorization application and agree to the authorization. Trust is built up little by little - to gain more trust from users, don’t force them to trust you right away. |
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