We all know that push notification plays an important role in app operation. However, many users don’t buy it. When the app first starts to prompt whether to “enable push notification”, they directly choose “no”.
Yes, I’ve been transformed into one myself recently – carefully evaluating whether each app should enable push notification. The first time the app started, I made a choice. I didn’t expect what I would do with the app’s notification. Why did I choose to turn on the notification function and be disturbed by all kinds of unexpected notifications?
According to statistics, on average, only 40% of people enable the push notification function of the app. Specifically, it also depends on the app properties. For example, wechat is a communication app. Users will expect to receive message notification in time, which will naturally be enabled. But most apps are not so lucky. Users don’t have a clear expectation or reason for what notifications the app will push. For the analysis and Countermeasures of APP notification activation rate of different categories, please refer to this article: why does Uber’s push open rate exceed 60%?
Is there any way for app developers to enable users to turn on the notification function more? I still have some ideas. This paper summarizes three effective strategies.
Strategy 1: declare the role of notification in advance, so that users have expectations
The vast majority of apps are simple and crude when they apply for the push notification function. When the app opens for the first time, the code registers the push notification function, and the system will pop up the prompt box of “whether to enable push notification”.
The result of this brutality is also very simple. Users click “no” directly.
Is there a more friendly way? yes. At a certain stage of using the app, the user is prompted in the business to explain how important the “enable notification function” is to the experience of the app. Then, call the system for remote notification registration, and the system will pop up a prompt box requesting notification permission, allowing users to make choices.
The above screenshot is the display interface of starsky app when it was just opened. Before the system prompts whether to allow notification, it has an introduction page to tell you what benefits “location” has for this app and what benefits “notification” has for this app. After I see the instructions on notification, I will click the “allow” button, and the system interface in the following figure will pop up, allowing you to enable the notification function.
This screenshot is from the app “appso”, an app that recommends apps. When I saw that there was a “limited exemption” notice, I did not hesitate to click “allow” to push the notice.
In short, before the user faces the prompt box of the system, explain the meaning of “notification” to the application. If the user does not agree at this step, there is no need to pop up the system prompt and prompt again when there is a chance to open it.
Strategy two: notification classification, give users more control
The reason why users don’t want to enable an app’s “notification” function is that I don’t know what kind of notifications the app will push, and I don’t want to disturb me with notification information that is not expected by me.
If we can find a way to let the user know more clearly what kind of notice our app will push to him, we can dispel the user’s worries to a certain extent, and let him enable the “notification” function of the app.
The way to let the user clearly understand the content of the push is to classify the possible “notifications” and let the user tick the category that he wants to receive the notification.
For example, for the app “Amazon shopping”, there are various types of push notifications. I have chosen to open them: account status notification, delivery status notification and personalized recommendation, but seckilling is not my interest. If he does not provide this setting item, I will completely turn off the notification function of this app because there is a second kill advertisement type notice.
Strategy 3: prompt users to reconsider turning on the “notification” function and provide convenience
If the user doesn’t enable the “notification” of my app, is there no way? There are still opportunities: when users access the notification related functions, they will be prompted to turn on the notification function again.
The strategy of many users is that “push notification” is not enabled by default for a newly installed app. For such users, we can only adopt the idea of this article: prompt users again when necessary.
Some users are not familiar with how to turn on “notifications” in settings. In fact, it is a burden for someone as familiar as me to find the app to operate in such a long app list to open the notification. Therefore, if there is a shortcut entry in the app, click it to switch to the corresponding interface in the system settings, which will be very convenient.
The following figure is the interface of tmall. Click the “new message prompt main switch” to switch to the “tmall” application related settings page in the system settings.
What needs to be noted is that the prompt user actually has an opportunity to grasp the problem. I am not very happy with the QQ prompt: I often pop up a prompt saying that I have not enabled the notification, suggesting that I enable it. The prompts of some applications are acceptable, that is, when the app usage scenario is really related to the notification, I will be prompted. For example, when I query the delivery progress of e-commerce apps.
To sum up, if IOS app wants to operate more fully based on push, it is necessary to do the above three strategies well, so as to obtain “activation notification” from users. Unfortunately, most of the apps have not done well in these aspects, and even some big apps are not very satisfactory. But it must be acknowledged that it has been gradually improved. Hope this article is helpful to your app improvement!
Author: javenfang – Aurora (jpush is Aurora push team account, welcome to pay attention)
Original text: three strategies to improve the activation rate of IOS app notification function
Zhihu column: Aurora daily