Initial Situation:

Our app had a large number of users on the free version.

Goals & Objective:

The goal was to convert non-premium users into paying subscribers, increasing revenue through app subscriptions.

Strategy & Approach:

We decided to leverage push notifications to engage dormant users and encourage them to upgrade to premium.

Challenges:

Notification Fatigue: Users often feel overwhelmed by the sheer volume of notifications they receive daily, causing many to ignore or disable them entirely. Overuse can lead to user irritation, app uninstalls, or notification opt-outs.

Low Engagement Rates: Even when notifications are seen, getting users to engage can be difficult. Many notifications are perceived as irrelevant or interruptive, leading to low click-through rates and minimal conversions.

Timing Mismatch: Sending notifications at the wrong time can backfire. Users may receive them while busy or asleep, making them less likely to engage or remember the message.

Solution:

Using OneSignal, we sent out eight carefully timed push notifications over a month (Tuesdays and Thursdays, 6:00 PM local time) in July 2023. The messages were personalized and aligned with users' time zones.

Results:

While iOS users responded well, generating a healthy number of premium subscriptions, we saw zero sales from Android users.

Learnings:

1. Android Notification Saturation: Android users receive an overwhelming number of notifications, making them less likely to notice or engage with promotional messages.

2. iOS vs. Android Engagement: iOS users have a higher interaction rate with push notifications, as Apple's operating system is more restrictive with push alerts, making them feel more important.

3. Need for a Different Approach on Android: A single strategy doesn't work for both platforms. For Android users, a more nuanced approach like in-app messaging, personalized emails, or incentivized actions could yield better results.