Many app developers define the success of a mobile app by the number of installations. But app downloads are similar to unique page views – there can be a lot of people viewing your website, but only a few of them will convert to customers.
Another metric – more important than the number of downloads – is how many people come back to your app the next day, week, or month after they install it. This metric is called retention.
Let’s imagine that 100 people install your application. 35 of them will use your app tomorrow, but only 2 will still be using it two weeks later. The retention rate in this case is 35 percent on the second day and 2 percent by the end of the second week.
Increasing the number of app downloads is undoubtedly important, but keeping retention rates high is what developers should be focusing on. A high retention rate means that people are loyal to your product – and I’ll let you in on a little secret. Sometimes loyalty can be fostered by being a little pushy.
Push notifications retain users
According to Localitycs, in the previous year, people who allowed an app to send push notifications to their iPhones or Android phones used that app three times more often than those who turned push notifications off.
Push notifications enhance the user experience by delivering valuable personalized messages at just the right time and in just the right place.
Successful apps use several types of push notifications or mobile alerts. Let’s discuss some specific examples of push notification for your mobile app.
Mechanical push notifications
Push notifications that are sent after a specific activity are called mechanical. This type of notification is triggered by a user action or a predetermined time or event.
1. User action
Monese, a finance app that lets you register a bank account in the UK, sends mechanical push notifications showing the current balance on your account after you’ve paid a bill, for example, at your favorite cafe.
If an app is integrated with a calendar, it can send reminders every time a user has an event planned. Here’s a classic example of this type of push notification from Google Calendar.
When somebody likes your photo on Instagram, you receive a push notification. Such push notifications also fall in the mechanical category because they’re prompted by a simple event – in this case a like.