Web Push Notifications: Can It Be Annoying?
Study shows the highest CTR achieved by web push notification is on Wednesdays and weekends. But, frequent push notifications can also annoy users and be the cause for opting out. You must have faced the same situation and opted out of receiving notifications. But, being a business person, you need to find a solution. Thus, we bring you these techniques which help you resolve the annoying web push notifications and suggest ways to prevent them.
What causes annoying web push notifications?
Anything that is not organised and easy to understand can annoy readers. Similarly, web push notifications that are either sent frequently or unclear cause irritation to users. Let's understand with research from VWO Engage:
-
About 53% of users find push notifications irritating
-
49% of users believe that they get distracted
-
Approximately 39% of users get disturbed, and
-
Almost 24% of users find them irrelevant.
With this data, we can identify some major causes: irrelevancy, wrong timing and unclear purpose of delivered notifications.
Nonetheless, several other reasons, for example: spamming messages, outdated content, general messages or non-personalised messages, and clickbait can also trigger users' disengagement from push notifications.
Book a demo today with Notifly
How can you prevent annoying web push notifications?
Now that you are aware of the causes, let's discuss what mistakes you can avoid when sending web push notifications.
1. Find the right time:
As mentioned above, several users complain that push notifications disturb them. Thus, you can minimise the disruption, find the right time or design a time frame based on your business.
2. Use frequency capping:
Web push notifications may grab users' attention, but only if they have quality. Hence, you must cap the frequency of sending notifications t balance the engagement and content quality.
3. Keep the visuals clear and less colourful:
Avoid using vibrant or striking colours and replace them with neutral colours that do not hurt the user's sight. Also, ensure the sound is sweet and soft or allow the user to change or turn it off.
4. In-app control and permission:
Allowing users to have control over push notifications is the best way to show care for them. You can even ask them to choose a preferred notification with a simple message.
5. Deliver engaging messages or personalise them:
Users are habitual of getting generic notifications that they don't give attention to or turn off. Make them personal by personalising them.
How to optimise the success of web push notifications?
Now that you are aware of the dos and dont's, it's time you learn to optimise the web push notifications. This will also help you understand the performance of your notifications. To do so, you can integrate the Notifly API service that provides analysed and optimised reports for each web push notification.
Opt-in rate: Keep a close eye on the opt-in rate of your web push notifications delivered. See what grabs the attention of users and what needs to be changed.
Delivery and click-through rate: Compare the number of notifications delivered vs the number of notifications clicked. This will give you insight into the subscriber's metrics as how many of them opened.
Business goal: Be clear with your purpose of sending web push notifications as it may vary for different industries and businesses. This may be conversion, clicks or sometimes educating users.
Conversion rate: Last but most important is to optimise the conversion rate against the purpose of the notification delivered. It speaks about engagement with your service or product.
What exactly is capping frequency on web push notifications?
In simple words, cap frequency refers to the quantity of delivered web push notifications. However, you need to understand that you are not suggesting sending too few notifications, instead to be fair with what you send and how you send it.
Follow a pattern based on your notification report, simplify the strategy, and choose the right time and quality over quantity.
Final Words:
To justify your web push notifications, you must understand your audience, buyer persona, lifestyle and interest/needs. So, you can deliver them exactly what they are looking for. But, stay connected with them so that they do not forget what they subscribe to you in the first place.
