The fact that the user has installed your application is not enough; they may forget about it and not use it. And it’s not just about the quality of the interface and functionality, it is important that the application is periodically remembered. And for this you need to be able to use push notifications.
Types of push notifications
Companies send different push notifications, and depending on the type, you can build a sales funnel differently. There are such push notifications:
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- Transactional.
- Informational.
- Marketing.
- Trigger.
- By geolocation.
- To collect feedback.
Transactional. Typically, these types of notifications come about the progress of order delivery. The user receives messages that the order has been paid, is on the way, delivered or delayed. In case of delay, the reasons will be explained.
Information. The messages contain news and information about changes in the operation of the product.
Marketing. Various messages about promotions and discounts on goods or services. They are usually silent and accumulate. You will learn about a person’s interests through his activity on the site. Then you send messages only about those goods and services that he is interested in.
Trigger. Messages sent to the user after he has performed an action. For example, if you put an item in the cart — notifications remind you of this after a few hours if the purchase has not yet been completed.
By geolocation. When the user is near a certain location, he receives a notification. However, you need to use such a push notification carefully, because... Often the system simply floods a person with messages just because he lives nearby. The user's location is often not accurately determined. The operating system may flag an application as dangerous if it frequently requests geolocation.
To collect feedback. Notifications offer to rate the order, service, etc.
How to use push notifications to your client's advantage
Currently, only 1 in 15 push notifications are received to the benefit of the user. In order not to overwhelm him with a mass of irrelevant messages, you need to collect data on his behavior: which products he chose, which ones he put in the cart, etc. Then determine what notifications to send to him.
What messages can be used from the very beginning of the user's acquaintance with the application?
Offer to subscribe
In the Android OS, users are almost always automatically subscribed to notifications, but in iOS they are asked. Therefore, on average, it turns out that almost 80% of users on Android and 50% of — on iOS are subscribed to push–notifications.
Onboarding
During the period of acquaintance with the product, you can show all its advantages and ask them to subscribe. In this case, you can immediately ask the user what types of notifications he wants to receive.
At this stage, you can also achieve a targeted action from the client: subscribe, add an item to the cart, make a purchase. This can be done through a number of notifications during the onboarding process:
- Welcome message.
- Notification about setting up the application.
- Questions about preferences.
- Discount on first purchase and more.
Notifications while working
Show the value of the product in the process, and then ask for a subscription. It doesn’t work for all apps, as users often make only 1 purchase.
User engagement and retention
It is necessary to use different methods to force the user to perform targeted actions regularly. For example, these are notifications about promotions and discounts, sweepstakes, sending promotional codes, informing about products for which the user has subscribed.
If a user does not log into the application for a long time, you need to try to persuade him to return. To do this, promotional offers are sent that are valid only for a certain time, as well as reminders about goods left in the cart.
