Find #6: Push Opt-In Rates Decreased


The Average Push Opt-In Rate is 49%

A critical piece of the app marketing puzzle is securing the push opt-in. Most apps attempt to do this from the get-go with the goal of getting as many users as possible to opt-in. The general consensus is that opt-in rates tend to be low, but that’s actually not the case - in the average app, almost 50% of users opt-in to push. 

Average overall push opt-in rates at 49.8%. Android has higher opt-in rates at 57.8%, while iOS has opt-in rates of 42%. However, in 2014 the push opt-in rate was 52%, meaning opt-ins have dipped in 2015 (Android’s opt-in rates were 59% and iOS was at 46%).

 
 

We recently conducted a consumer survey further supporting this point as 52% of respondents said they find push messages to be an annoying distraction. This decrease may scare some, but it is not a reason to panic. Just like marketers have learned to use push more wisely, apps must find smarter ways to convince users to opt in to receive push messages. Localytics has outlined before how important it is to build trust with users before blasting them with push messages. One way to establish trust with a user, is to give them time to explore the app before asking them to enable push messages, which we cover in the following section.

 

A User’s Likelihood to Opt-In Increases After Multiple Sessions

Here’s the thing: there’s very little value in asking a user to opt-in to push the first time they open the app, before he’s even interacted with it, as most apps do. Why would a user opt-in when he hasn’t even experience it, or understood the value? 

 
 

It doesn’t take too long to establish trust with users, but try to not ask for permission to enable push messages as soon as the app is downloaded. Users know little about the app at this time and will not have a good idea as to what the push messages will be telling them. Give them time to engage with the app and see all that it has to offer, specifically what it has to offer them. If users are coming back to the app on their own, that is a great sign you have sparked their interest and now you can ask them to enable push messages to bring them a more personalized experience thus keeping their interest.

Think of this as a real life example, you wouldn’t ask someone you just met to borrow $5, would you? You would get to know them, establish a relationship with them and then get to a point where you feel comfortable asking such a question. Apps should strive to treat their users like actual people and create more than a monotoned experience.