Business, UX and ethical issues: optimizing push notifications on mobile

When used well, push notifications have a strong positive impact on user engagement and the quality of their experience with an application. Conversely, irrelevant or too frequent messages can cause stress and lead to the uninstallation of the application. How to take advantage of push notifications on mobile in a way that is both effective and responsible? We tell you everything!

Ding! A message appears on your smartphone screen to inform you that your TGV will leave on platform A, to encourage you to do your daily English training or to encourage you to take advantage of -30% before the end of a flash sale. These notifications sent by mobile applications even when the application is not open are what we call notifications push (as opposed to notifications in app, displayed during use). 

With their direct way of capturing attention and maintaining a link to the application, push notifications can be very useful for increasing user engagement and loyalty, as well as for optimizing the UX experience. Provided they are used strategically and ethically.

In this article you will discover:

  1. The value of push notifications in terms of business impact and UX
  2. Best practices to increase the UX and marketing impact of push notifications
  3. The negative effects of push notifications
  4. Best practices for ethical use of push notifications
  5. Measure, adapt, start again

1/ The interest of push notifications in terms of commercial impact and UX

1.1 Retain and engage users

The success of push notifications is explained by their ability to maintain or increase active usage of an application. 

Improved retention

Knowing that attracting a new user is five times more expensive than retaining an existing one, loyalty is an important issue. According to the Mobile Marketing Association France, push notifications can increase user retention rates by 20% to 40%. Another study conducted in France by Accengage indicates that they can reduce the uninstall rate of an application by 10%.

Indeed, by sending a relevant notification (alert, new product, exclusive offer, etc.), the application reminds of its added value and makes itself more visible among the multitude of applications often installed on the user's smartphone.

Deezer, for example, maintains the link with its users (and re-engages those who are inactive) by sending them personalized recommendations and information on new music releases.

Increased engagement

Additionally, nearly half of users are likely to use an app more after receiving push messages that match their stated preferences. [https://uplandsoftware.com/localytics/resources/blog/sms-vs-push-notifications/] 

One of the typical — and beneficial — examples is the fitness app that sends workout reminders and personalized encouragement to motivate its users to maintain their exercise routines and therefore use the app. 

2 / Best practices to increase the UX and marketing impact of push notifications

For push notifications to be perceived as helpful rather than annoying, they must first be consented to. They must also be relevant, well-formatted, accessible and timely. Here’s how to meet the challenge.

2.1 Treat the request for consent (Opt-in)

The prerequisite of consent
Whether on iOS or Android (since v. 13 (Sept. 2022), an app must obtain the user's prior consent to receive push notifications. We are talking aboutOpt-in. However, the permission requests sent by iOS and Android are generic in-app messages and can only be triggered once.
Since installing an app already represents a commitment, it is important to avoid the user feeling rushed by a request for an additional token of trust too quickly.

Soft ask or the art of making your request
The solution: Before triggering the standard system prompts, send your own in-app message, personalized by you. In marketing jargon, this is called “soft ask”. By explaining to users the value of accepting your push notifications (better app experience, access to a specific feature, or exclusive offers, for example), you'll likely get a higher acceptance rate. And it's a gentler way to ask.
An app-colored application can also be less intimidating.

Rely on onboarding
Propose a course of or handling promotes loyalty. In addition, the user who has discovered the key features of the application will be more inclined to validate the use of push notifications when he wants to use these features.

2.2 Segment and personalize

A good knowledge of users is of course essential for a successful UX and in particular for targeting and personalizing push messages. 

Segment to target precisely
User segmentation can achieve 2-3x higher click-through rates by tailoring messages to each group more precisely based on their interests, age, location, purchasing behavior, or other criteria. For example, the delivery app Deliveroo sends its users special offers based on their food preferences and order history.
Categorization can also be done based on engagement level (active and inactive users).

Customize to hit the mark
A study by OneSignal found that personalized notifications can increase conversion rates by 27%. By leveraging user preferences and behavioral data, such as cart abandonment, you can send them messages that are tailored to their specific needs and therefore more impactful. (An asset that will also help them stand out among all the other messages displayed.)
This is what the second-hand app Vinted does with notifications on items followed by users, creating a more engaging shopping experience.
You can also personalize the message using dynamic content, for example by addressing the user by their first name.

2.3 Clear, brief (and attractive) messages

As Localytics summarizes, “Your push notification needs to grab attention, spark interest, and provide just the right amount of information without sounding ‘salesy.’ That’s a lot to pack into a limited number of characters.”
In short, concise and clear push notifications have a significantly higher click-through rate. 

Go to the essentials
Short messages have a better click-through rate. Every word counts. Use the title to directly communicate the purpose of the message. Keep in mind that the number of visible words depends on the size of the smartphone screen: another reason to stay concise!

 

  

source: How Long Should Push Notifications Be? – Localytics

Enrich the content (in moderation):
Emojis, images, sounds or badges can make your notifications more attractive and visible. For emojis, make sure they display similarly on different devices (iOS, Android) and that they will be well understood by recipients.

Make it easy to take action with deep links 
You’ve probably clicked on a link in a push message that asks you to “see details”… and ended up on a landing page. Avoid this friction by taking the user to the exact place in the app where they can interact in response to the notification using deep links (deep link) on the CTA.

2.4 Ensure accessibility 

To provide all users with the same level of information, notifications must be easily readable and accessible to all, with
– understandable and inclusive vocabulary
– options to adjust text size and enable voice descriptions. The Waze navigation app offers audio and visual notifications, accessible to all drivers, including those with visual impairments.

2.5 Have a sense of rhythm and timing

Customizing your notifications also means adapting their frequency and the timing of sending to users' behaviors and preferences. 

Choosing the right moment
Les notifications must be relevant et opportune. Schedule them based on when users sare most likely to find them useful and act on them (taking into account time zones, for international users). For example, a notification from an office food delivery app will be timely if it reminds you mid-morning to plan ahead for your lunch by ordering it on time.
On the other hand, if the message is urgent and important, an SMS may be more appropriate. A push notification may be read too late if the user only receives it during their daily summary… 

Frequency: neither too much nor too little
Sending too many or too few notifications can both affect engagement and retention rates.
According to HelpLama, beyond five push notifications per week, 64% of users will actually stop using the app.
A figure that varies according to age groups, because those under 30 are less resistant to push notifications than their elders: Upon receiving just one push notification per week, 20% of users aged 45 to 60 will deactivate them. (opt-out) while only 7% of 18 to 29 year olds will react this way.

According to Airship data, most businesses are hesitant to use push notifications because they fear they’re too intrusive and won’t send enough to truly engage or retain users. But new users who opt in to push notifications expect them. According to Airship, 95% of new opted-in users unsubscribe within 90 days if they don’t receive push notifications.

Multiple messaging opportunities
Between silence and intrusion, it’s all about balance. Here are some push notification ideas that help strengthen users’ relationship with your app: 

  • Welcome new users by highlighting the benefits the app will bring them
  • Ask for a rating or survey response related to recent user activity: “How was… [your experience, the product, the show, etc.]?” This allows you to deepen your knowledge of users while showing interest in their experience.
  • Confirm and possibly thank when an action is completed 
  • Apologize if there's a problem with the app or its content (and make it up to you with an offer or discount).
  • Present new features or offer tutorials to support the use of the app (see tips on iOS)…
  • Inform about the loyalty program: new badges earned or status reached, points soon to expire…

A/B testing, analytics, and machine learning are useful ways to find the optimal frequency and timing for each user group.
While well-designed push notifications can enrich the user experience and thus benefit the app publisher, misuse can actually harm the user. Before you jump in, here are some ethical considerations. 

3 / The negative effects of push notifications 

Unlike in-app messages that are displayed while an application is being used, push notifications will be displayed outside the context of use, including when the mobile is locked. Because the goal of push notifications is to inform but also to bring the user back to the application, with potentially negative effects.

3.1 The increase in screen time and its consequences

A subject that does not only concern children and teenagers!
In 2023, the French passed in average 3,6 hours per day on their smartphone, according to data from Data.ai. That is, for an adult, almost a quarter of his waking time.
Not only do push notifications not encourage attempts to quit, but they also encourage people to consume more content, with an ecological impact and sometimes an unnecessary increase in the mental load of users. 

Real example of LinkedIn push notification, 07/2024 – (Illustration: S. Austrui x Dall-e)

In an ethical approach, LinkedIn could, for example, send a message at the beginning of the summer on the importance of taking a break, indicating how to temporarily suspend certain notifications. 

3.2 Loss of concentration

The glance at the screen may be fleeting, sometimes barely conscious. But the interruption may be enough to take the user out of his concentration on a task.
But it would take more than 20 minutes to regain full concentration after an interruption. Almost 30 minutes if the gaze falls on Instagram, taking into account the time to return to the initial task.
In the professional context, efforts to compensate for the potential drop in productivity linked to work interruptions come at the cost of psychological costs with a negative impact on emotion and well-being.

3.3 A feeling of anxiety

In the extreme, the attention paid to a notification can be enough to propel one into what NNG calls the “vortex” or the infinite space of digital. This is what happens, for example, when a user picks up their phone to simply send a text message and, prompted by a push notification on the home screen, finds themselves on a social network scrolling mechanically, then viewing an advertisement, visiting a website, etc. until they lose track of their initial intention.
The feeling of losing control can then generate anxiety.

4 / Five good practices for responsible use of push notifications

  • Principle #1: Earn trust.
    Someone who gives you their phone number expects not to be harassed. The user who agrees to receive push notifications gives you their trust. So while personalization is beneficial, it’s important not to cross the line of privacy and make users feel like they’re being monitored. For example, fitness apps personalize notifications based on users’ health goals, but without collecting or using sensitive data without explicit consent.
  • Principle #2: Inform consent
    Ask for consent when needed, giving specific examples of content and an idea of ​​frequency.
  • Principle #3: Allow configuration
    User control over a system is a major element of a good UX. Instead of asking your users for permission for all types of notifications, give them the ability to understand and select the types of notifications they want to receive. Plus, transparency builds user trust.
  • Principle #4: Make it easy to unsubscribe
    Users who no longer wish to receive certain push notifications should be able to easily unsubscribe from them (without being forced to opt out of them with an “all or nothing” option).
  • Principle #5: Always take the user's interest into account
    Urgency, scarcity or social proof can be used to drive action by creating a sense of FOMO (fear of missing out, or fear of missing an opportunity). The added value of the message must justify its sending. In any case, do not lead the user into behavior contrary to his interests (see the Vortex effect).

In short, if the goal is to strengthen your bond with your app users, be respectful and transparent. 

5 / Measure and adapt

By following the best practices we suggest, your push notifications will have a better chance of improving user engagement and satisfaction. But there is no magic formula, other than getting to know their needs, expectations and practices, and experimenting. 

To optimize the frequency and content of messages, do A/B testing and, in any case, analyze user interactions with indicators (KPIs) such as opening, click-through and conversion rates, retention and unsubscribe rates. Also, pay attention to feedback. This will help you understand what works and adjust the content and format of messages as well as your sending strategy to get the most out of push notifications.

 


Sylvie Austrui, UX-Designer at UX-Republic

 

 

------

The sources

Localytics (Mobile app marketing and analytics software) 

(4) OneSignal (Push notification platform)
Personalization Study – OneSignal_State of Customer Messaging_2022
https://learn.onesignal.com/rs/828-DRE-076/images/OneSignal_State%20of%20Customer%20Messaging_2022.pdf

(6) HelpLama (customer service provider)
 https://helplama.com/what-do-consumers-think-about-push-notifications/

(7) “Push Notification Best Practices: 7 Questions Designers Should Ask”, by Shoaib Mahmud
 https://www.toptal.com/designers/ui-ux/push-notification-best-practices

(8) airship
– Push Notification Benchmarks- Study on key performance indicators of push notifications 

(9) Psychologies magazine  [https://www.psychologies.com/travail/Voici-combien-de-temps-il-faut-a-votre-cerveau-pour-vous-re-concentrer-apres-une-interruption-au-travail#:~:text=Ce%20processus%20peut%20%C3%AAtre%20co%C3%BBteux%20en%20termes%20de,secondes%20pour%20retrouver%20sa%20concentration%20apr%C3%A8s%20une%20interruption.]

(10) phonandroid.com
 https://www.phonandroid.com/les-francais-passe-un-quart-de-leur-temps-eveille-devant-leurs-smartphones.
[html#:~:text=En%20France%2C%20les%20utilisateurs%20de%20smartphones%20ont%20pass%C3%A9,presque%20un%20quart%20du%20temps%20%C3%A9veill%C3%A9%20par%20personne.]

(10) Temporal factors in mental work: Effects of interrupted activities

https://bpspsychub.onlinelibrary.wiley.com/doi/10.1348/096317999166581