Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Push Notifications That Don't Suck

Push Notifications That Don't Suck

In the age where apps in every category battle it out against each other for conversion rates and session times, push notifications have become the de-facto way to generate repeat visits and therefore hitting those all-important KPIs. The end result? Billions of people annoyed by irrelevant notifications which are generally ignored. I believe we can do better.

This talk covers tips and tricks for better user targeting, showing relevant content, as well as styling them using the latest and greatest of Oreo’s APIs and best practices.

117c1e7c12a469a052f1361b6599af31?s=128

Zan Markan

April 24, 2018
Tweet

Transcript

  1. PUSH NOTIFICATIONS
 THAT DON’T SUCK Zan Markan @zmarkan
 Developer Evangelist,

    Pusher
  2. @zmarkan Realtime communication and collaboration APIs for your apps SDKs

    for web, mobile, and backend pusher.com
 @pusher
  3. @zmarkan

  4. @zmarkan LET’S FACE IT
 MOST NOTIFICATIONS ARE ANNOYING @zmarkan

  5. @zmarkan GAMES AND THEIR F*%&$ CHESTS @zmarkan

  6. @zmarkan ❤ @zmarkan

  7. @zmarkan @zmarkan

  8. @zmarkan THIS IS NOT A RANT

  9. @zmarkan NOTIFICATIONS
 VS 
 PUSH
 NOTIFICATIONS

  10. @zmarkan WTF ARE (PUSH) NOTIFICATIONS? Notifications are the things you

    display Pushes start from the server Pushes can be silent
  11. @zmarkan NOT-PUSH EXAMPLES Media playback controls ⏯ Long-running processes

  12. @zmarkan DISPLAYED VS HIDDEN PUSHES Telegram DNS address shebang in

    ) New content available to pre-load
  13. @zmarkan NOTIFICATIONS 2018

  14. GCM, FCM, APNS, OH MY! Push notifications are supported everywhere

    Beloved by filthy marketing depts No. 1 way to communicate with closed apps
  15. @zmarkan

  16. INDUSTRIES Shopping Social Travel Games Messaging Tourism Delivery Ride sharing

    All of them!
  17. @zmarkan PSYCHOLOGY OF INTERRUPTIONS
 NOTIFICATIONS

  18. @zmarkan ADDICTION

  19. @zmarkan DISTRACTIONS

  20. @zmarkan RETENTION

  21. @zmarkan

  22. @zmarkan WHEN RECEIVING <= 10 PUSHES / WEEK… 80% DISABLE

    NOTIFICATIONS 60% CHURN ALTOGETHER
  23. @zmarkan ENGAGEMENT

  24. @zmarkan

  25. @zmarkan USER DISABLED NOTIFICATIONS OR…
 HOW TO LOSE A CHANNEL

  26. @zmarkan PUSH NOTIFICATIONS
 THAT 
 3ROCK

  27. @zmarkan TAKING NOTIFICATIONS UP TO 11

  28. @zmarkan SHOULD YOU 
 CREATE A NOTIFICATION?

  29. @zmarkan SHOULD THIS BE AN EMAIL? ✉ …OR A CARD?

  30. None
  31. None
  32. None
  33. @zmarkan BE LIKE SLACK

  34. @zmarkan PERSONALISATION IS

  35. @zmarkan

  36. @zmarkan USER PREFERENCES 
 > 
 PRETTY MUCH EVERYTHING ELSE

  37. @zmarkan CONTEXT
 &
 RELEVANCE

  38. @zmarkan @zmarkan

  39. @zmarkan

  40. @zmarkan STAYING RELEVANT Have I explicitly asked for it? Do

    I want/need it now? Can I get this in other ways?
  41. @zmarkan

  42. @zmarkan MAKE IT
 WORK

  43. MAKING IT WORK Do deep linking right State management is

    hard Let’s not crash m’kay?
  44. @zmarkan TEST


  45. @zmarkan

  46. @zmarkan TEST
 (BUT NOT IN $%£& PROD)

  47. @zmarkan SEND FEWER
 BETTER

  48. @zmarkan

  49. @zmarkan APIS & GUIDELINES OVERVIEW

  50. @zmarkan Notifications provide 
 short, timely, and relevant information about

    your app when it’s not in use. “ @zmarkan
  51. STYLES Text Text + img Big Text Text + Big

    img Grouping < Custom layouts = Actions > Dots ⚪
  52. @zmarkan NOTIFICATION LENGTH 37-ish chars max message length

  53. @zmarkan

  54. @zmarkan EXPAND NOTIFICATIONS Use sparingly to show more than short

    text allows (but still limited length) Messages, QR codes, Delivery instructions, …
  55. @zmarkan CHANNELS Required in Oreo Users can fine-tune their preferences

    in Settings Important vs unimportant messages
  56. @zmarkan

  57. @zmarkan PRIORITY From “nice to know” to 
 “OMG WAKE

    ME UP NOW ” (You are not a special ❄ & users can disable everything)
  58. @zmarkan LOCK SCREEN Privacy vs practicality What should be hidden?

    What should be visible at a glance?
  59. @zmarkan

  60. @zmarkan CUSTOM LAYOUTS Guardian Mobile Lab Elections & Sports coverage

    Live notifications
  61. @zmarkan SUMMARY

  62. @zmarkan SUMMARY Relevance and context are Use the sweet new

    APIs ❤ Know your users and their preferences Delight (or be deleted ☠)
  63. @zmarkan Zan Markan
 Developer Evangelist @ Pusher zan@pusher.com / @zmarkan

    @pusher / www.pusher.com
  64. @zmarkan REFS & READING 
 
 https://developer.android.com/guide/topics/ui/notifiers/notifications.html https://material.io/guidelines/patterns/notifications.html http://andrewchen.co/user-retention-why-depending-on-notification-driven-retention-sucks/ https://www.theguardian.com/us-news/2016/nov/03/live-presidential-election-night-results-mobile

    http://www.futuretravelexperience.com/2014/04/easyjet-using-mobile-push-notifications-keep-passengers-informed/
 http://info.localytics.com/blog/2015-the-year-that-push-notifications-grew-up 
 https://support.urbanairship.com/hc/en-us/articles/213491643-What-are-the-Maximum-Characters-for-Push-Notifications-
 http://info.localytics.com/blog/push-notification-survey-2018