App Retention: When users engage with an application after installation over a period of time.

App retention is crucial for businesses.

Why is it said so?

The reason behind the above statement is that it is a factor that measures how well an app keeps users returning over time. 

How can it be done easily?

Push notifications are one of the many effective ways to do this. 

These are messages sent directly to users’ devices, aimed at re-engaging them with timely and relevant content. These notifications can enhance user engagement by providing personalized updates, reminders, and promotions. 

Thus, in this blog, we will explore the power of effective push notifications, detailing how they can boost app retention. We’ll cover key strategies, best practices, and real-world examples to help craft compelling notifications that keep your users coming back.

App Retention

App retention:  The percentage of users continually using an application for a set time. 

This metric is vital for both big and small businesses. Retaining users is a more cost-effective approach than acquiring new ones. Clearly, the budget is always a critical factor for any business to sustain itself. 

Here is a fact: 

According to one study, the average retention rate for apps after 90 days is only 20%. 

This low retention rate highlights the challenge businesses face in keeping users engaged. Common challenges in retaining app users include:

• Competition from other apps, user fatigue from too many notifications, and 
• Failing to meet user expectations in terms of functionality and content.

The Role of Push Notifications in App Retention

As described above, push notifications are instant messages from an app sent directly to a user’s device. They use unique device tokens to deliver timely and relevant content, even when the app is not in use. 

There are different types of push notifications:

Transactional: Informative messages informing users about important events, such as order confirmations or shipping updates.

Promotional: For enticing offers and special deals, discounts, or limited-time offers encouraging purchases.

Engagement: Remind users about new features, updates, or content that may interest them.

Benefits of integrating the push notification feature:

• Increased user engagement, 
• improved retention rates, and 
• Enhanced user experience by delivering personalized and relevant content. 

By keeping users informed and engaged, push notifications help maintain a steady connection between the app and its users, ultimately boosting retention.

How to Create Effective Push Notifications

Key elements of a successful push notification include clarity, relevance, and timing. Clarity ensures that the message is easily understood at a glance, avoiding confusion or misinterpretation. Relevance guarantees that the notification is tailored to the user’s interests and needs. Timing ensures notifications are sent when users are most likely to engage, avoiding disruptions during inconvenient times.

Example of a good and engaging push notification:

Get Moving! Your weekly fitness challenge starts now. Tap to join and track your progress!

Tips for Writing Compelling Push Notifications:

• Ensure your message is brief and to the point.
• Use user’s names and personalize content based on their preferences and behaviors. 
• Ensure the notification offers something valuable, such as a discount, update, or helpful information.
• Use images, or videos to make your notifications more visually appealing and engaging. 
• Perform A/B tests for different messages, formats, and send times to find out what works best for business audiences.
• Allow users to customize their notification preferences.
• Analyze user behavior to send notifications at times when users are most active and likely to engage. 
• Continuously monitor the performance of push notifications and adjust the strategy with available and accurate data, such as Tracking open rates, click-through rates, and conversions, to identify what resonates with your audience.

Effective push notifications help retain users by keeping them engaged and informed, ultimately boosting app retention rates.

Measuring the Impact of Push Notifications

Key metrics for evaluating push notification effectiveness include open rates, click-through rates (CTR), conversion rates, and user retention rates. Open rates measure how many users open the notification, while CTR tracks how many users click on the notification to take further action. Conversion rates indicate how many users complete a desired action, such as purchasing. By analyzing these metrics, you can gain insights into what types of messages resonate with your audience. Use these insights to refine your content, timing, and targeting strategies for future campaigns, ensuring each notification is more effective than the last.

Conclusion

Effective push notifications, crafted with clarity, relevance, and optimal timing, significantly boost app retention. By analyzing key metrics and continuously refining strategies, it becomes easy for any business to keep users engaged. Implement these techniques to enhance your app’s performance and see a notable improvement in retention rates.