How to Use Push Notification to Increase App’s Retention Rate?

AppBi 2017-09-06 洞察 2578

How to raise app retention rate is an important problem for apps operators. We’ve found that when some teams are proud of their “newly acquired users”, then they feel disappointed that only small parts of these users can stay for more than 90 days.

Developers may find that the newly-users retention rate is 21% at the first day. However, the number may be decreased into 1.89% after 90 days. Low retention rate means that we spend great efforts to acquire users but it only increase app users within a very short time. As time flies, the app may lose lots of users. In such a situation, it reflects the truth that the app may does not satisfy majority of users.

When retention rate is lower than the average level, high quality push notification is one of the measures to raise retention rate. From reading this post, you may be clear about:

1.  How to raise the probability of users allowing receiving push notifications.

2.  It can increase 20% retention rate by using push notifications.

3.  Good push notification can attract 68% first-week users though they may not use app too much.

4.  Unique push notifications may enjoy 7 times retention rate.

Then, let’s learn the four steps about how to increase retention rate.

1. What should be noted before asking users’ permission of push notifications?

We all know that app push notification can increase retention rate. However, before users choose to allow us push notifications for them, the function has no actual use. To be honest, it is reported only 42% iOS users will allow receiving app push notifications. Therefore, if we want to increase retention rate by using push notifications, we should firstly think how to increase the probability of users’ permission.

Before sending the request, we should note that in the default situation, iOS system will automatically pop up many prompts for users when they open an app at the first time. These prompts include get permission of visiting location, checking contacts and allowing receiving push notifications, etc. In such situation, many users may reject the permissions as they think that the newly downloaded app may do not have specific values for them. If they reject all the permission without patience, they may miss some functions that are actually meaningful, for instance, push notification.

In such a situation, your push notification permission is very easily missed by users. If users repeated click “Don’t allow”, we may lose the chance forever.

Then, what if we choose to send our push notification permission after users are registering or unlocking a certain level? At this time, our apps have showed their fundamental features and functions to users initially. In other words, they have proved their values. It is believed that users are willing to receive such request at this stage. If possible, it’s better for developers to choose to use in-app message to explain the push notification for users instead of using system prompt. The former one will have better effect.

2.  Send valuable notifications for users

Push notification is one of the valid ways to interact with users. In the long term, an app that has push notifications will not have low retention rate. However, it still confuses lots of developers about what kinds of types should be pushed. Unreasonable push notifications may result in users uninstalling apps. Therefore, we should be careful to send valuable notifications as possible.

Here are some suggestions:

a.  Shopping apps. Remind users to check discounted shops.

b. Travel apps. Notice users to pay attention to changes or events during traveling.

c.  Music apps. Remind users that their favorite singers have just released new albums.

The key point of these messages is to create values for users instead of annoying users. It will cost a lot if you annoy users.

3.  Wake up “sleeping” users to receive related information

If your only 10% users are using your app at the first week, it is believed that the low opening rate does not mean the other 90% users have uninstalled your app. Majority of these users are just “sleeping”. It looks like that they are not very interested in your app. But if your app attracts users fully and show them your app’s values, it may have better effect.

Before your “sleeping” users uninstall your app, you still have opportunities to ask them back to your app. It is reported that push notification usually can recall 2/3 users. The most important point for developers is to find a suitable time to push a notification to persuade or prove that your app is valuable for users.

4.  Custom your push notification

Generally speaking, custom push notification is more valuable than common one. Custom contents may include recommended items based on users’ spanowsing history or other users-related data. For example, for a music app, if it monitors that the users likes listening to Mike’s songs, and if Mike has released a new album, the app may push this message to the users. Then he/she may open the app to check.

Developers or app operators need to analyze users’ using habits deeply to push notification and then choose the time when users may open the app most possibly. By the means of A/B test or intelligent algorithm are the ways to help developers achieve their goals.

Now we know that it is very important for developers to use push notification reasonably. It has good effects on an app’s retention rate. Hopefully that the above four steps can help you. 


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