Nothing has ever been as important to a business as tracking push notifications open rate. It may not sound sensible until you try and see why you need to. Website performance has become a trend for companies that want to make money through high conversion rates. The impressions that a website or app receive play a huge role in helping advance business strategies in one or more ways. The main reason for owning a website or app is to attract users with the eventual benefit of making some income from the investment. This is not achievable if your app does not have enough engagements with potential clients.
A marketer’s number one priority is to get more users to interact with the app or website. Push notification is one way by which a marketer may increase app impressions. It is a tool that pushes messages instantly to a user’s app for him to open and capture the information contained therein. When users see and open those messages, their initial intention may not be fully formed which means, they may not be keen to execute what those notices say. In fact, clicking on those notices does not mean they are engaging with your app. Most of these popups never go away until you click on them, especially those directed to websites. Not many would want to see unbecoming icons waver long on their devices either.
It is normal to click on them, thanks to curiosity, without being keen on the outcome. When a user gets redirected, that is the time he will decide to explore further and discover more information about them. Most users close the app and revert to what they were doing before the notification arrived. Unless the message content is engaging and answering a user’s immediate concern, these notices do little at some point to pull customers. That does not mean push notifications do not work. You must be experienced in marketing to use them effectively. The push notice should convey a message that provides a user with a clear answer to a challenge.
Think of it as an interrupt that you want to push on a client’s device. When a user will see this interrupt on his screen, the action he will take will depend on the content because of the interrupt. For example, an app pushes a notification from its backend to your device. You decide to open it after which it will redirect to the app for further activity. This is the most important stage in that it will determine if you are interested in engaging with the app. If you are, you may go on to seek more information on the subject which means you are likely to become a customer.
There is still a long way to go for you as a marketer since your intention is not just to see the notices opened. A marketer’s main vision is to see active engagements with the potential clients grow. To effectively track open rates, a marketer should focus on how engaged are the clients after opening the alerts. There is a tool that does this, called Push Notification Analytics tool. This tool will not only measure the number of impressions but their overall engagement rate with the app as well. The marketer should track impressions for at least 90 days to get better metrics that he can use to plan his marketing strategy.
Frankly, it is not uncommon to find customers who may never open push notices but may use your app later. This tool will compare users who open the push notifications but fail to use the app, against those who may not open them but will eventually use them. Push notification performance is important in comparing customer engagement against open rates. A customer may respond to push notifications in three ways which eventually determine their behavior with the app. Some will receive and open them, while others will not open them at all by simply disabling the alerts. Finally, another group are the customers who may have used the app for up to 90 days.
These metrics help create a plan on how to capture more customers for your app. The metrics will reveal what times do people respond to the alerts most, and the length to time a customer takes after opening the alert. If he doesn’t stay long, you should relook at the body of the alert and makes some changes. Make it more appealing to get better results, for example, a banking app that offers app money transfer can increase customer engagement by introducing a new product such as checking bank balances, making online payments and buying airtime. By exploring areas that interest customers, your app may become popular through these push alerts.