Why 60% of Users Opt-Out of Push Notifications in Your App?

Push notifications are a powerful tool for driving user engagement and retention in mobile apps. However, a significant percentage of users choose to opt out of these notifications, limiting their potential. This article delves into the reasons behind push opt-out rates and provides actionable strategies to improve them.

• Industry differences in push opt-in rates: Ride-sharing apps have the highest opt-in rates, exceeding 70%, while social apps struggle with opt-in rates below 40%. This discrepancy stems from user perceptions of the app’s value proposition and the perceived usefulness of push notifications.
• User bias towards push notifications: Users are more likely to opt in to push notifications if they believe the notifications will be relevant, timely, and valuable. Apps with inherently time-sensitive value propositions, such as ride-sharing or food delivery, benefit from this inherent trust.

Understanding Industry Benchmarks

Push notification opt-in rates vary significantly across different industries. Here’s a breakdown of average opt-in rates based on industry:

• Ride Sharing: 79%
• Food & Beverage: 60%
• Financial Services: 55%
• News & Media: 44%
• Social: 39%

These figures highlight the potential impact of push notifications on engagement, revenue, and retention. Apps with higher opt-in rates can leverage push notifications to enhance user experience and drive business outcomes.

Overcoming User Bias: Strategies for Improving Push Opt-In Rates

Apps facing low push opt-in rates can improve their chances by addressing user bias and adopting effective onboarding strategies. Here are two key strategies:

1. Make a Great First Impression: Educate Users on Push Value

When new users open your app, a clear and informative splash page is an opportunity to introduce key features and demonstrate the value of push notifications. Educate users on how push notifications will enhance their experience and make their app interactions smoother.

• Showcase your app’s top features and how push notifications integrate seamlessly to enhance user experience. Explain how users can benefit from push notifications and demonstrate the value proposition of opting in.
• Use clear and concise language to convey the importance of push notifications. Avoid jargon and focus on the tangible benefits users can expect.
• Emphasize the time-sensitive nature of notifications and how they can help users stay informed and engaged. For example, highlight how push notifications can alert users to real-time updates, special offers, or timely reminders.

2. Pop the Question: Time Your Push Permission Request

The timing of the push notification permission request is crucial. By asking for permission at the right time, you increase the likelihood of a positive response.

• Utilize pre-ask splash pages or in-app messages to gauge user interest before presenting the official iOS permission page. This strategy helps you understand user sentiment and allows you to tailor your approach accordingly.
• If the user indicates interest in push notifications, then prompt them to the official permission page. This approach leverages user engagement and increases the chances of opting in.
• If the user declines the pre-ask, wait until they are more familiar with your app and its features before presenting the permission request again. This approach demonstrates a respect for user autonomy and allows for a more informed decision.

Maintaining the Relationship: Respecting Push Notification Preferences

Once users have opted in to push notifications, it's essential to respect their preferences and only send highly targeted, personalized messages that provide genuine value.

• Deliver hyper-targeted, personalized push notifications based on user behavior, preferences, and context. Send notifications that are relevant to their interests and provide actionable insights.
• Respect user privacy and avoid spamming users with irrelevant or excessive messages. Ensure that each notification is well-timed and provides a clear value proposition.
• Consider allowing users to customize their push notification preferences. Provide options to adjust notification frequency, content, and time of delivery. This approach empowers users and fosters a sense of control.

Conclusion

By understanding user expectations, leveraging effective onboarding strategies, and respecting user preferences, you can significantly improve your app’s push opt-in rates and unlock the full potential of push notifications for user engagement, retention, and business growth.