“Boredom makes for a great app-retention tool” – this article with such catchy title made a lot of intuitive sense immediately. Article suggests that most of the users check apps on their mobile phone when they are bored and have plenty of time to kill. Author suggests that app-marketers should use data to find out possible time when users will be bored and send their push-notifications. This is intuitive and should work.
Add “Remind Me Later” option in push-notifications for busy users:
But what about times when users are busy and do not have time to respond to app-notifications, however relevant and attractive they maybe. Think of situation when your app-user is in a meeting, or is driving or is on a call. She glances at the notification bar and thinks that this notification is useful – but simply does not have time to open the app and act on it. One swipe, the notification is cleared, and a valid opportunity is lost. In that case, why not provide an option for “Remind Me Later” on that notification? Make use of the “snooze” concept of alarm clock, have a pre-defined (and customizable) setting for duration after which the user will be reminded again of the notification. Something like this:
In practical world, different set of users will be busy and free at different times, and app-marketers need to cater to this situation. App-marketers spend a lot of time and effort to design notification strategy and draft most attractive notification messages. After this investment, if your app is failing in getting desired attention because your user is busy, then give your notification (and your app) a second chance. This can help app-marketers in below situations:
- Can see, but cannot act: Consider a professional sitting in a boring meeting where she can look at notifications, but cannot act on it. Same is the case when your user is driving and is on a traffic signal or in a traffic jam – can read the notification, but cannot act. Students do carry their phones to classrooms where they again have the same issue. Reminding later option gives your app a chance to get recall when user is free to act.
- Weak internet connection: Need to hit the “Remind me later” can also be useful if user is not having a good-enough internet connection to open the app and act on your notification. This is more relevant for users in emerging markets like India, where users tend to transact only when they have a stable wi-fi connection, and avoid transactions on patchy mobile data connections. This becomes increasingly relevant for apps involving video or geo-location.
- Enhanced user experience: “Remind Me Later” button can be actually also help create a positive experience with user. When all other apps screaming “Act Now”, if your app shows consideration that user can be busy and has a line in notification saying – “Busy now? No problem, ask us to remind you later.” Users love such consideration and possibly will return to your app when they have need and time.
Propensity to Respond:
This actually comes down to basing your marketing strategy on users’ “Propensity to Respond”. I wrote about the need for new-age marketer to have a metric to measure this propensity to respond, and accordingly provide your ads or notifications a second chance to attract the users.
How about having a bucket where users can park all interesting push-notifications when she is busy, and respond to or act upon them later? Notification managers should provide for this functionality, and possibly, mobile OS like Android or iOS can add this facility across all apps by default. This can actually incentivize marketers to improve their messaging in notifications and make it attractive and to-the-point enough to capture attention of busy users and get a second chance for elaborate response when user is free. This can take advertisement towards becoming as relevant as the content itself which users would want to consume by choice.
App marketers are already doing their own evaluations and creating notification strategy based on when is the user most likely to respond. It’s time that industry creates a comprehensive metric to measure users’ propensity to respond. With more and more apps jostling for attention and position in already crowded notification bar of smartphones, app-marketers desperately need incorporate this metric in their marketing plans, and accordingly add the “Remind me Later” button on their push-notifications.