If you are thinking that just because you have built a mobile app, people will start using it, then you may be in for a rude surprise! Look at the chart below for example. The average number of apps installed on a typical user’s device (27 apps) hasn’t increased in the past four years. Moreover, only the apps on the ‘home screen’ tend to consume a majority of the usage and time by the user, leaving the other installed apps in the fray.
While consumers do spend 85% of the time on smartphones in apps, only 5 apps see heavy use. Nearly 1 in 4 apps are abandoned after first use. According to recent data, if an app is not opened for 7 days, then there is a high chance that it will never be opened again!
In conclusion, marketers need to now start thinking of not just being there on a consumer’s device. Marketers need to also look out for innovative ways that drive app ‘usage’ in a highly competitive app ecosystem where limited user attention is being spread across a multitude of apps. While push notifications have been successful to an extent in driving ‘app opens’, driving app ‘usage’ remains a huge challenge to be overcome.
Push notification actions
We are all familiar with push notifications and how they’ve helped apps drive opensin the past and to an extent even app usage. A natural progression in the push notification journey is ‘push notification actions.’ Push notification actions allow users the freedom to perform certain app actions directly from the push notification without opening the app. With push notification actions app marketers have a levee to solve the two-pronged problems of app usage – by driving app actions through notifications and app retention – by repeatedly reminding users the value of the app.
Keeping the above in mind, in this blog post, we look at some examples of push notification action campaigns that helped drive engagement and app usage.
Provide clear call-to-actions that drive revenue
One of the primary objectives of building a mobile app is to drive revenue through the app. Building mobile apps is an expensive affair, and every transaction completed on the app is one step closer to recovering on that investment. We all know that discount coupons, sign up vouchers are significant in driving sales. Push notification actions not only help you inform your users about your latest offers but also gives them a clear call to action which can trigger a purchase. No, of course adding a call to action button may not significantly impact engagement or conversions. However, it calls out the users to take a clear cut action which adds value to your messaging. In the above example, Berrybenka and Hijabenka accompany their notifications with push notification action buttons to achieve results.
Accomplish tasks without opening the app
Sometimes, people may not remember your app, as most smartphone users don’t peek beyond the home screen remember? So, it becomes a marketers’ responsibility to not just remind users of the app and also the functions/ tasks it can accomplish. Chillr, a multi-bank mobile banking app uses push notification actions in a way that drive users towards completing app-related tasks like recharges for example. Sometimes, by adding options to ‘remind later’ and ‘explore now’ Chillr is helping deliver a better overall app experience to users as they are now free to do things at their own free time.
Steer clear of the swipe trap!
Many-a-times push notifications can catch your users off guard. Your users may not be clear on how to act on it at-the-moment leading to the swipe trap. As a marketer, using push notification actions you can help guide your users take the necessary action. In this example, YouTube app notifies app users about new uploads from channels they are subscribed to. The push action buttons allow users to control when they want to watch these videos by adding options such as ‘Watch Later’ and ‘Others’.
Defer tasks for a later time
Sometimes you are forced to send push notifications to users even during their busy hours. However willing your users are to act on your notifications, they may just not find the time required to complete all the actions after opening the notification like complete a booking or a purchase. Push notification actions can come in very handy in such times. For example, in the case of Grofers, a leading on-demand online grocery delivery service, push notification actions were used to promote a 24-hour sale. Instead of just reminding the users about the sale with a regular push notification (which would have been annoying and just swiped upon at the moment) Grofers added a push notification action that provided an option to remind users about the sale in an hour’s time. In another example, a mobile app by a leading telecom service provider allows its customers to perform transactions such as recharge, money transfer, bill payment and such actions through the mobile app. Adding an element of personalization with push notification actions can also help increase the response rate for notifications.
Improve your overall app experience
Push notification actions are great for driving action-oriented tasks such as ‘update an app’, ‘give us a rating’ and such. This may seem not very important but users on an older version of an app pose serious challenges to app companies. The newer version of the app is usually lighter, faster and with a lot fewer bugs that help app companies deliver an overall better experience to users. Indiamart uses push notification actions that explain the benefits of why users need to update their app along with a clear call to action. Similarly Ticketgoose, an online travel agency used push notification actions to drive ratings for their app.
Push notification actions when done right is a great tool for marketers to channelize and drive their users towards the desired actions. They are effective in driving app-related tasks and delivering an overall better experience to app users.
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