Real time push notifications - Andy carvell
Transcript of Real time push notifications - Andy carvell
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Impactful Push Notifications
www.mobilegrowthstack.comwww.asostack.comwww.phiture.com
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Andy CarvellPartner
Pablo PennyConsultant
PHITURE… IS HIRINGMOBILE GROWTH CONSULTANCY FROM BERLIN
Moritz DaanPartner
WE HELP APPS GROWMobile Growth Audits, Mobile Marketing Automation, App Store Optimization, Analytics & Insights, and more.
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www.mobilegrowthstack.com
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Push Notifications
Push notifications can increase:
● Engagement
● Visit Frequency
● Retention
● Re-Engagement (churn reduction)
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Activity Notifications Architecture (music streaming example)
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Impact = Reach x Relevance x Frequency
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PERSONALIZE to increase Relevance
Personalization can be done in many ways:● Recommended content
○ based on expressed or implied taste, usage history
● Use info from user profile (username, geo, etc.)● Timezone & Language
Social signals (likes, comments, trending among your network)
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Frequency: typically dependent on external events
Frequency of New Track notification is more than 100x New Playlist
New Track has more potential to drive impact
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Tips for Optimizing Impact
● Maintain a portfolio of different notification types
● Prioritize high-reach notifications first
● CTR (proxy for relevance) can be improved (within bounds) by careful design, personalization and A/B testing of copy, emojis, etc.
● High-Frequency notifications have highest risk of annoying users: pay attention to opt-out rates
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Some examples:
Medium recommended posts:
● High Reach (entire user base gets these)
● High Frequency (I receive around 2x per day)
● High Relevance (personalized based on my reading history)
(Classification: Star)
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Some examples:
KAYAK Price Alerts
● Low Reach (more or less a power-user feature)
● Medium Frequency (depends on price volatility)
● Very High Relevance
(Classification: Northern Light)Image credit: Localytics
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Some examples:
Waze roadworks alerts:
● Low Reach (geo-fenced)
● Low Frequency (in most areas, at least)
● Very High Relevance (could help your morning commute)
(Classification: Eclipse)
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Some examples:
ASOS Sale Alerts
● High Reach (all users)
● Low Frequency
● Med Relevance (could be increased with personalization)
(Classification: Full Moon)
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RECAP
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Impact = Reach x Relevance x Frequency
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Thanks!
Find out more at:
www.mobilegrowthstack.comwww.asostack.comwww.phiture.com
Folow us on Twitter: @growth_stack
@andy_carvell