Understanding Push Notifications: A Guide for Product Managers
Ever had a popup message from an app that not only caught your attention but also nudged you to rediscover its features?
Ever had a popup message from an app that not only caught your attention but also nudged you to rediscover its features?
Push notifications have become a powerful tool for engaging users. As technology continues to shape the way products are developed and marketed, it is crucial for Product Managers to understand how push notifications work. This understanding empowers them to make strategic decisions for their product, effectively communicate with engineering teams and collaborate with all stakeholders contributing to the success and growth of the product.
In this article, the aim is to give a comprehensive understanding of how push notifications function in mobile applications. We’ll explore the advantages, delve into their structural components, outline best practices, and showcase examples of popular products effectively utilizing push notifications.
What are Push Notifications?
Push notifications, also known as server push notifications, are short messages sent from applications to mobile devices even when the associated application is not actively in use. These messages are sent by mobile applications to engage users with timely and relevant information, updates, or alerts. Push notifications serve as a direct communication channel, allowing apps to interact with users and keep them informed about important events, promotions, or personalized content.
Asides Mobile Push Notifications, there are also
Web push notifications: these are notifications delivered to a user’s web browser, typically originating from websites they have visited. These notifications are a way for websites to re-engage users by sending timely and relevant messages, even when the users are not actively browsing the site.
Desktop push notifications: these are notifications that appear on a user’s desktop computer, delivered by applications or websites to engage users with timely information, updates, or alerts. These notifications operate similarly to mobile push notifications but are designed for desktop environments.
Wearable push notifications: these are short messages sent to smartwatches and similar wearable devices to provide users with timely and relevant information, updates, or alerts. These notifications are a key feature of wearables, enabling users to stay connected and informed without having to check their smartphones.
In app Notifications vs Push Notifications
In-app notifications are messages or alerts that are displayed to users while they are actively using a mobile application. Unlike push notifications, which reach users outside the app, in-app notifications are designed to communicate information directly within the app interface. These notifications are typically used to provide real-time updates, relevant information, or prompts for user actions while they are using the application.
Here is how it differs from push notification
What do Push Notifications contain?
Icon: Serving as the visual ambassador, the icon communicates your brand identity at a glance. It remains consistent for all messages and should be in PNG, JPG, or non-animated GIF formats.
Title: This one-liner acts as the hook, similar to a headline, and must be short, attention-grabbing, and compelling to draw users in.
Content: The heart of the notification, the content is a concise summary crafted to entice users. It can cover exclusive offers, breaking news, or compelling events, aiming to prompt users to take the desired action. This section may also include an image or a URL for additional engagement.
Call to Action: Concluding the notification, the call to action specifies the desired user action, such as ‘Watch now,’ ‘Claim your discount,’ or ‘Reserve your spot!’ It is crafted to be irresistible, urging users to engage further.
How Push Notifications Work
Push notifications operate through a communication process between mobile applications and users’ devices. Here’s a simplified breakdown of how push notifications work:
1. Initiation of the Connection:
The journey begins when a user installs an app. Upon installation, the app registers with a designated push notification service, such as Firebase Cloud Messaging for Android or Apple Push Notification Service for iOS. This step establishes the initial link between the App and the push notification infrastructure.
2. Generating a Unique Identifier:
Once the app is registered, the user’s device generates a unique identifier known as a device token (registration ID on Android). This identifier serves as the virtual address through which the push notification service can reach the specific device.
3. Initiating the Conversation:
When the app has important information to share — be it breaking news, an exclusive offer, or a personalized alert — it sends a push notification request to the push notification service. This request kickstarts the process of delivering timely information to the user.
4. Routing to Devices:
Armed with the device tokens, the push notification service identifies the devices associated with the app. It then meticulously routes the notification to those devices, ensuring that the right message reaches the right audience.
5. Displaying the Notification:
The user’s device, even if the app is not actively in use, receives the push notification. This information is displayed to the user as a pop-up, banner, or another customizable format, instantly grabbing their attention.
6. User Interaction:
The notification isn’t just a one-way street. Users can interact with it by tapping on it, initiating a seamless transition. This interaction leads them directly to the relevant content or action within the app, providing a frictionless user experience.
Best Practices for Effective Push Notifications
1. Timing and Frequency:
Optimal Timing: Send notifications at times when users are most likely to be active. Consider time zones and the typical usage patterns of your target audience gathered during user research.
Avoid Sending Excessive Notifications: Respect user preferences by avoiding sending excessive notifications. Bombarding users with too many notifications can lead to app fatigue and potential opt-outs.
2. Personalization and Targeting:
User Segmentation: Segment your user base based on behavior, preferences, or demographics. Tailor notifications to specific segments to make them more relevant.
Personalized Content: Leverage user data to personalize notification content. Address users by name and recommend content or products based on their past interactions.
3. Crafting Compelling and Clear Messages:
Concise and Clear: Keep notifications concise and to the point. Clearly communicate the value or information you’re providing without unnecessary details.
Actionable Language: Use actionable language to prompt users to take specific actions. Whether it’s inviting them to check out a new feature or offering a limited-time discount, make the call-to-action clear.
Deep Linking: If your notification leads to specific content within the app, implement deep linking to take users directly to the relevant page.
4. Permission and Opt-In Strategy:
Transparent Permissions: Clearly communicate why your app is requesting permission for push notifications. Users are more likely to opt in if they understand the value they’ll receive.
In-App Opt-In: Consider implementing an in-app opt-in strategy. This involves presenting users with the option to subscribe to or enable notifications within the app itself, allowing them to set their preferences for receiving alerts or messages.
5. A/B Testing:
Experiment with Variations: Conduct A/B testing to experiment with different elements of your notifications, such as message content, timing, or visuals. Analyse performance metrics to identify the most effective strategies.
6. Use Media:
Incorporate Images and Videos: Where applicable, use images or short videos to enhance the visual appeal of your notifications. This is particularly effective for promoting visual content or products.
7. Monitoring and Analytics:
Track User Engagement: Use analytics tools to monitor user engagement with push notifications. Track open rates, click-through rates, and conversion rates to assess effectiveness.
Iterate : Continuously analyze data and iterate your push notification strategy based on feedback gotten from data. Learn from user behaviors and refine your approach to better meet user expectations.
Case Study Examples
Let’s take a look at how companies have used push notification….
1. Uber:
Uber is a company that operates a global ride-sharing and transportation platform. The Uber app connects users with drivers providing various transportation options, including ridesharing, food delivery, and more. Users can request rides, track their driver’s location, and make cashless payments through the app.
How Uber uses push notifications
Real-Time Updates:Uber utilizes push notifications to keep users informed about the status of their ride in real-time. Users receive notifications regarding the driver’s arrival, estimated time of arrival, and other pertinent details. These real-time updates are crucial for reducing uncertainty and providing users with timely information, contributing to a smoother and more transparent ride experience.
Dynamic Content:Push notifications from Uber feature dynamic content that is updated in real-time based on changing circumstances. For example, if there’s a change in the driver’s route or a delay, users receive instant notifications with the updated information.
Ride Details and Driver Information:Uber’s push notifications include comprehensive details about the assigned ride, including the driver’s name, vehicle details, and licence plate number. This not only enhances safety but also builds trust by providing users with the necessary information to verify their ride.
2. Duolingo:
Duolingo is a language-learning platform that offers a free mobile app and website to help users learn languages interactively. Duolingo’s approach is gamified, turning language learning into a series of short lessons and exercises with a focus on making the process enjoyable and accessible to users of all levels.
How Duolingo uses push notifications
Gamification: Duolingo introduced gamification elements into its push notifications, turning language learning into a rewarding and enjoyable journey. Users receive notifications resembling game updates, celebrating achievements, reminding them of language streaks, and encouraging daily practice.
Progress Updates:Push notifications often include personalized progress updates, such as the number of consecutive days a user has practiced or milestones achieved. This creates a sense of accomplishment and motivates users to stay committed to their language learning goals.
Reminder Notifications:Duolingo strategically employs reminder notifications to prompt users to engage with the app regularly. These reminders are designed to be friendly and encouraging, emphasizing the importance of consistent practice for effective language acquisition.The use of reminder notifications ensures that users stay connected to the learning platform, fostering a habit of regular engagement.
3. Netflix:
Netflix is a subscription-based streaming service that provides a wide variety of TV shows, movies, documentaries, and other entertainment content. Users pay a monthly fee for access to the platform’s extensive library, and they can stream content on demand via the Netflix app or website. Netflix is known for producing original content, including movies and TV series.
How Netflix uses push notifications
Content Recommendations: Users receive push notifications suggesting content based on their viewing history, preferences, and the algorithms that analyze their watching habits. These notifications aim to entice users to explore new shows or movies.
New Releases and Updates:Netflix sends push notifications to inform users about the release of new episodes, seasons, or exclusive content related to shows they have previously watched. This keeps users informed about the latest additions to the platform.
Watchlist Reminders:Push notifications may be used to communicate important account information, such as billing updates, subscription plan changes, or other account-related notifications to keep users informed about changes to their Netflix subscription.
Push notifications stand as a direct conduit to user engagement and satisfaction. By understanding its nuances, employing best practices, and leveraging real-world examples, Product Managers can navigate this terrain with confidence to maximize product growth.