iOS Prompt.png

Challenge

Realtor.com® sought to improve their Push notification opt-in rate.

In iOS apps (unlike Android) you get only one chance to trigger the "enable notifications" system prompt.

 
Test 1.png

Solution

Priming for Push is a great way to encourage app users to enable push notifications before triggering iOS system-prompted opt-in requests. 

We helped create a series of tests to identify the most effective Push Prime in-app message for new users of the realtor.com® sales app.

Careful!

Interrupting a user's workflow while they use your app is always a risky proposition. You need to create a message with the right balance of:

  • Benefit relevance and value

  • Interruption mitigation

Finding our path forward through testing

Clyde Golden Push Prime Test, Realtor.com

Original Creative

Full Screen Takeover

  • Yellow palette is cheery, but this unexpected message could be initially construed by the user as an error message.

  • Is the tone correct? (Especially if it's an error message)

  • Image doesn’t set up the ask.

 
Test 1.png

Test 1 / Some Improvement

Image removed. Instant improvement.

  • No image means people get to the message quicker, letting them decide if they want to enable push notifications.

  • Is the tone still too promotional?

 
Test 2.png

Test 2 / Big Lift

Shift from promotional to functional messaging. (Whoa! Huge lift.)

  • Message now speaks directly to the user’s most recent action. Context is effective stuff!

  • Removing the headline gets the message to the user even quicker.

 
Test 3.png

Test 3 / Further Refinement

New Champion!

  • Updating the CTAs from chattier language to an extremely direct language resulted in even better performance.

  • We’d love to do one more CTA test:
    “No / Yes” vs “Ask me later / Yes”.

Takeaways

No. 1

The greater the workflow interruption, the more functional the message needs to be, and in turn, the less of a promotional tone it can possess.

No. 2

Any time you interrupt a user's workflow, it's really beneficial to place the message into context. For instance, consider saying “Welcome back!” or “We have 400 new listings to show since yesterday."

About Clyde Golden

Clyde Golden is an email & SMS marketing agency in Seattle. We’re here to help you create thoughtful and relevant messages that leads your prospects through the buyer journey and on to a long-lasting relationship with your brand.