Avoid These 6 Mistakes In Mobile Push Notification Designing
Mobile push notifications, when properly executed, provide users with relevant information to encourage them to use your app. However, if not implemented correctly, notifications can do more harm than good, resulting in uninstalls.
So, how you keep your users from leaving and uninstalling your app for good? In this article, we’ll talk about the six push-notification mistakes that mobile apps make frequently:
Having Users Enable Notifications Immediately After Installing Your App
“Just because users download your app, doesn’t mean that you have them hooked yet,” says Cody Kingsford, a business writer at Australian help and Boom essays. “In fact, they might not fully understand what the app will do for them. And, if you haven’t gained their trust yet, and you try to have them enable notifications, that would only scare them away from using your app further.”
First, you have to gain trust. You have to let users know why your app is important to them. In other words, why should users care about your app’s notifications? Only when they experiment further with your app – explore it – and then decide whether or not to turn on notifications.
Not Telling Users What Information Notifications Will Bring
Push notifications should be able to tell users what they’ll bring when they enable them. In other words, what will users gain from enabling notifs? But whatever you do: don’t let your users guess at what they’ll get when enabling notifs, or else they’ll see through your deception (unintentional or on purpose). In other words, don’t clickbait or fool users. By telling users what notifications will be about can increase the chances of them accepting your request.
Using Push Messages In Place Of Emailing
Even as you alert your users with push notifications, you still need to keep in touch in other avenues. For example, emails have been useful in sending messages right away. But with that said, emailing doesn’t take into account instant personalization. In fact, it can take a while to personalize notifications for each user. For personalizing, consider:
- Transactional messages
- Shipping updates
- Personalized offers
- Time-sensitive offers
- Price drops
Your call-to-action needs to be clear and concise; and they need to be only a few seconds long. The good news is, many push notification platforms let you preview how your notifications will look; so, don’t be afraid to use this feature. Also, consider which CTAs have worked well in the past, and use them.
Bombarding Users With Too Many Messages
“Just like no one likes to receive a lot of junk mail, they also don’t like receiving too many push messages on their mobile devices,” says Patrick Wallace, a marketing writer at Paper fellows and State of writing. “As much as it’s tempting to frequently use push messages as a means to lighten your marketing budget, the frequency may cause your audience to leave and uninstall the app.”
Therefore, it’s best to set a frequency cap for sending push notifications. Plus, keep the following objectives in mind:
- Focus on creating niche segments (things users like).
- Send out highly-relevant notifs.
- Define cool down periods, so that you don’t send notifs out too often.
- 3-5 notifications is the right amount to send every week. But again, make sure that they’re relevant.
Showing Users Irrelevant Content
When users are interrupted by notifs, they want to at least know that the message isn’t a waste of their time. If the message isn’t relevant at all to them, then they’ll most likely get annoyed and disable notifications.
Therefore, it’s important to send your users notifications that are highly relevant to them; don’t ever waste their time with irrelevant content. The last thing you want is for users to roll their eyes at an irrelevant notif on their screen. Instead, why not provide content that informs and engages users to take action, or at least revisit your app.
As you can tell by now, push notifications can be disruptive and annoying to users, especially whenever they’re irrelevant and repetitive. The point of push notifs is to allow users to experience your app and understand its value. Therefore, don’t risk annoying them with irrelevance and unnecessary repetition.
You have to let your users trust you; and in order to gain their trust, you’ll have to send notifications correctly, and to build that relationship with them. Be understanding; be transparent; and don’t push too hard.
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