What are Push Notifications: Types, Components & Optimization Metrics
What is a Push Notification?
Push notifications are messages or alerts sent by apps to a user’s device to convey key information by capturing their attention.
Being a powerful mobile-first communication tool, push alerts are used by every app in the digital world. Unlike other communication channels, such as email, push notifications are designed to be seen in real-time. Since these, although small but impactful pop messages can be viewed on the screen of a locked device as well, they trigger immediate engagement. Push messages for promotional offers, payment reminders, flash sales, and subscription reminders have been around for quite a while now.
The first push alert was sent by Apple back in 2009 introducing Apple Push Notification Service (APNS). Ever since, push messages have become a marketing and communication staple for businesses worldwide.
So how effective are push notifications?
As numbers suggest, very effective indeed!
Studies suggest that an average American smartphone user receives about 46 push alerts every day.
Now that you know what is push notification, it is time to glance through its benefits, types, and optimization metrics to help you make the most of them.
How do Push Messages Work?
Push notifications serve the same purpose whether it is iOS or Android; however, the way they are sent to these two devices differ. For iOS users a manual opt-in process is necessary, while Android users are automatically opted in. They can opt-out at any time though.
You will find a massive difference when it comes to opt-ins.
- 91 percent of Android users opt-in automatically.
- 44% of iOS users opt-in for push alerts.
Android users tend to have more control over push alerts and they can even determine how they appear on their mobile device or set priorities.
So, you must be wondering how to reach users who haven’t opted in for push messages. Well, there are several other ways such as in-app notifications, or email marketing campaigns.
Importance and Benefits of Push Notifications
Push messages are indispensable to every business today, no matter where they are on the world map. But what makes them so crucial?
Well, there are benefits galore! Let’s go through a few of them.
- Instant communication
Whether it is an urgent payment reminder or sale announcement, all you need is a push notification service to connect with your target audience to convey the message.
- Timely notification to boost retention
Timely sent push notifications boost user retention on your app. How to use them? Send reminders about abandoned carts, personalized content recommendations, and the new features rolled out on your app.
- Segmented messaging
Another incredible benefit which allows businesses to send customized push messages based on customer behaviour, preferences, and location. Personalized messaging ensures that the content delivered is relevant for optimal conversions.
- Increased conversion rates
When optimized correctly, push alerts can nudge the users to take the desired action and thus increase the conversion rates quite significantly.
- Highly versatile
Push notification alerts are highly versatile and used by almost every industry- from travel and hospitality to retail. Banking, finance, eCommerce, and healthcare to name a few.
Here are some industries that leverage push messaging to their advantage-h2
Banking & Finance
To help users stay on top of their financial management by sending instant alerts about transactions, low balances, or fraud warnings.
eCommerce
To boost conversions by reminding them about abandoned carts, items similar to their past purchases, flash sales, and personalized discount offers.
Travel & Tourism
Travelers love it when they have the essential information handy about their flights, check-ins, and boarding time. Businesses send push alerts to enhance their travel experience and keep them coming back.
4 Types of Push Notifications at a Glance
As a business, understanding what is a push notification api and its types is quite essential, so you can make optimal use of them. Depending on the platform, the format of push alerts changes. Let’s take a look at the 4 main push message types:
- Web push notifications
As the name suggests, web push notifications are sent to users through desktop or mobile browsers. These alerts appear in the corner of the screen and are great for users who have not downloaded the app on their mobile device but often visit your website.
- Mobile notifications
This one is pretty straightforward as well. Mobile push alerts are generated by apps on mobile devices. They appear on the lock screen, banner, or notification centre.
- Desktop push alerts
Triggered by desktop or web apps, these alerts pop up on the computer screen. These alerts are perfect for users who spend a lot of time on their computers or laptops.
- Push alerts for wearable devices
These push messages appear on wearable devices such as smartwatches when synced with smartphones.
Vital Push Notification api Metrics for Conversion Optimization
Tracking the right metrics is important to ensure your push alert strategy is yielding results for you. Below are listed some of the key metrics to gauge your strategy.
Open rate: This depicts the number of people opening your push alert. The higher the rate, the higher the conversion chances.
Click-through rate (CTR): This metric shows the percentage of people clicking on a link or CTA button within the push message. A good CTR signifies engagement.
Retention rate: Retention rate is a vital parameter that depicts the effectiveness of your notifications. It shows how successful were push alerts in bringing the users back to the app or website over a period of time.
Opt-out rate: Opt-out rate shows the number of people unsubscribing from receiving notifications in the future. A high opt-out rate is an indicator of irrelevant content.
Conclusion
Push messages are a highly effective tool for businesses looking to achieve higher engagement. This instant communication method is quite versatile and works for almost every industry from eCommerce to retail, travel, and healthcare to name a few.
Understanding push notification services, their different types, advantages, and conversion optimization metrics is important for effective implementation. By leveraging a trusted push notification api service like Devotel, enterprises operating in different industries can achieve their marketing goals with utmost ease.
