by Tega AkuruliThe Role of Push Notifications in User Retention
In the modern digital era, retaining users and keeping them loyal is a top concern for companies and app developers. With increasing competition and decreasing attention spans, retaining users is harder than ever. One of the most effective yet underutilized retention tools in the arsenal is the push notification. Strategically used, push notifications can dramatically increase user retention, enhance engagement, and increase customer lifetime value.
What Are Push Notifications?
Push notifications are brief messages that are sent to users’ computers (desktop or mobile) even when they are not actively using an app or site. Push notifications appear as alerts or banners and can contain updates, reminders, offers, or personalized content. Unlike SMS or email, push notifications are designed to be interactive and instant.
How Push Notifications Impact User Retention
1. Timely Engagement
Push messages allow businesses to interact with users at the right time. For example, e-commerce app can remind a user of a left-behind cart or alert a user about a flash sale. On-time messages help to re-engage users with the app and increase the chances of conversion and recurrence.
2. Personalization Drives Relevance
Modern push messaging systems enable strongly personalized message delivery based on user behavior, preference, and past interaction. Easier to open and initiate, these strongly personalized messages build a sense of relevance and touch that encourages long-term engagement by the user.
3. Re-activation of inactive users
One of the hardest retention activities is getting back users who have dropped off. Push notifications serve as a friendly reminder to remember the value of the app—to an offer, content update, or reminder of progress in a game or learning app.
4. Creating Habitual Use
Regular, non-intrusive push messages can be used to create habits of use. For example, a fitness app could send reminders to exercise every day, becoming an integral part of the user’s daily routine over time. Habitual usage is essential for long-term retention.
5. Feedback and Interaction
Interactive push notifications enable users to respond without exiting the app. For example, users can reply to a message, complete a survey, or confirm an appointment all from within the notification. Such a seamless experience translates to increased user satisfaction and reduced drop-off.
Best Practices for Using Push Notifications
To make the most of their value as a retention tool, push notifications must be used wisely:
- Segment your audience: Send notifications based on user behavior and demographics.
- Don’t overdo: Too many notifications may lead to uninstalls.
- Time it right: Send notifications when people are most engaged.
- Make it achievable: Use simple, concise language with a strong call to action.
- Test and optimize: Use A/B testing to find out what works with your audience.
Case Studies
- Duolingo: Provides humorous and playful push messages, capitalizing on reminders and streaks to maintain active learning, very positively impacting daily active usage.
- Amazon: Provides product reminders and price drop alerts, compelling repeat visits and purchases.
- Netflix: Leverages push notifications to remind subscribers of new episodes or content based on their watch history, with high engagement.
Push notifications, if well-written and judiciously sent, are a primary influencer of user retention. Push notifications bridge the gap between active engagement and inactive usage and remind brands top-of-mind without being intrusive. In the age of fleeting user attention, push notifications may be the deciding factor between retained customer and lost opportunity.