How to Design a User-Centric Push Notifications Strategy
The general experience users have these days while installing a new app from any app store, is they are asked for granting specific permissions for the smooth functioning of the app. These permissions allow the application to go beyond their boundaries and understand their user better and hence give them a better service. Based on the same guidelines, User-Centric Push Notification strategy can be built. The sole of this concept, of course, identifies with digital marketing service. Thus acing in User-Centric Push Notification strategy can be simplified with digital marketing service efficiency. Let’s dig deep into the best strategies app developers can use to build an app which understands its user.
Strategy 1: Knowing the past to predict the future
As user-centric push notifications are centered on the user itself, it is important to know the past behavior of the user. By studying the data from the user’s history, the app can send notifications which are relevant for the user. Amazon and Flipkart Push Notifications based on new arrivals of products which the users might have been searching a few days ago. Food apps like Zomato and Swiggy keep a track of the orders placed by the user and notify when their favorite restaurant is available for delivering food. Entertainment based apps like Hotstar also looks through the user’s history to suggest the launch of a new season of a series the user might have been enjoying the last month. These notifications, which garners the interest of the user increases the usability of the app and converts the occasional user of the app to regular users.
Strategy 2: Giving a touch of personalization
A feel of personalization always gets the user more interactive with the app. Personalized notifications can be a simple welcome message for new users. For existing users, personalization can be based on their preferences and choices. It could also be in the form of a reminder. Like in case of Myntra, which reminds the user of the items which they might have only added to the bag and not placed in order for the same. It could also notify about the order tracking details of previous orders.
Strategy 3: Testing before pushing & Testing after pushing
Generating push notifications is not the end of the process. It is checking whether the notifications are at all working is the real task. A/B tests are the only way to know whether the user-centric push notifications are giving results or not. The test results show how much the user interaction has increased with the app through the notification. It also shows whether it is the notification which has got the user interested or is there any other reason. A/B tests are a must to generate more effective notifications.
Strategy 4: Grouping users based on their interests, behaviour, and location
An app has a diverse audience with different backgrounds. To generate personalized messages or notifications, it is important to group alike customers either on their interests or their location or their behaviour. This Grouping will allow generation of different sets of notification, each ideal for a specific group. This will make sure irrelevant notifications are not sent to users. Based on location, Uber and Ola can notify the user about the traffic and suggest a cab for a faster ride. Based on preferences, Bookmyshow can notify new shows of their favourite genre that might release in the weekend. Such notifications get the user more enthusiastic and I turn gets them to interact with the app more.
Strategy 5: Customising notifications
Another strategic move to generate User-Centric Push Notification is to customize the notification. The simplest way to do this is to use the profile of the user and customize the notification by using the name of the user. Such notifications prove to be more impactful. Offers and discount codes can be customized to show preferences for long-time users.
Final thoughts
The process of generating an impressive notification is a tough one and one needs to have patience before expecting results. It is also advisable not to overdo and flood the user with notifications. This might result in pushing the user to uninstall the app. It’s all about showing the right message at the right time.
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