Notifications — What Are They and What Purpose Do They Serve?

Notifications became an integral part of modern digital life several years ago. From mobile applications to web browsers, notifications help users stay up-to-date with the latest information, offers, and updates. How exactly do push notifications work, and why are they so effective?

In this article, we will take a closer look at what notifications are, focusing on push notifications, how they impact user engagement, and the best practices for using them — in a way that increases communication efficiency and avoids user fatigue.

What Are Push Notifications?

Let’s start with the definition. The general concept of what a notification is might seem quite obvious, as notifications can take various forms — from email to SMS. A push notification, however, is a form of digital communication that allows applications and websites to send messages or alerts directly to the user’s device in real-time, regardless of whether the user is currently using the app or website. Push notifications are usually displayed on the device’s home screen, in the notification center, or as pop-up windows, with the goal of instantly capturing the user’s attention.

In terms of mechanics, this technology is based on the “push” model, where the server initiates the transmission of information to the client (the user’s device), as opposed to the “pull” model, where the client actively sends requests to the server.

We can distinguish two basic categories of push notifications:

• Mobile notifications: Notifications from mobile applications, even if the user is not using them at the moment.
• Web push notifications: Notifications from websites that the user has previously consented to receive.

(Continue reading below the form)

Application Notifications and Web Push Notifications — Usage

The effectiveness of push notifications stems from their ability to quickly and directly reach the user. As smartphone and computer users, we have “learned” that a notification requires an immediate reaction — it might be something important, like an urgent message from work. The psychological mechanisms behind the release of certain hormones (including dopamine) when a user receives information and the resulting reaction are well-analyzed by various senders, such as the creators of algorithms that drive social media.

For this reason, notifications are ubiquitous, and marketers of many applications and websites tend to overuse them. This is, however, the pendulum swinging in the other direction — excessive or inappropriate use of notifications can lead to user frustration and, consequently, their disabling or even uninstalling the application. Therefore, it is crucial that push notifications are well-designed, personalized, and sent at the right moments.

 

Example? Another notification about a promotion on an uninteresting product from a shopping app will simply waste the user’s time and distract them from their current activity. The only result of such communication will be, at best, inaction, and at worst — the removal of the program.

Application Notifications — Functions

Push notifications are a versatile tool that can serve various purposes. Of course, one service usually doesn’t limit itself to just one of the functions listed below but rather combines different categories.

1. Notifications Related to Project and Task Management

Mobile applications and websites used for coordinating team work often send notifications about important updates in ongoing assignments or new client activities. For example, this could be information from a CRM system about a potential client opening an email with an offer, a notification about a new comment on a task in a project, or an important message from the CEO. Selected examples: TastyTask, HubSpot, Trello.

2. Content Update Notifications

Content publishers such as blogs, news portals, or streaming services can use push notifications to inform users about new articles, videos, podcasts, or episodes of TV series. Selected examples: Netflix, USA Today.

3. Increasing User Engagement

Push notifications are often used to remind users of an app or website they have used before, encouraging them to re-engage with planned activities. This applies to various types of habit trackers, educational platforms, or sports apps. Selected examples: Duolingo, Strava.

4. Reminders of Abandoned Carts and Sending Personalized Offers

E-commerce often uses push notifications to remind users about products they added to their cart but did not complete the purchase. These notifications may include information about special discounts on these products or simply remind the user to complete the transaction. This is an effective way to reduce the number of abandoned carts and increase conversions.

Companies can use push notifications to deliver personalized offers or discounts to users. For example, an online store can send a notification about a discount on products that the user previously viewed based on their browsing history. Such notifications are effective because they respond to the user’s individual interests and needs, increasing the chances of making a purchase. Selected examples: Walmart, ASOS, Zalando, Allegro, Cdiscount, Amazon.

5. Notifications About Other Users’ Activity

We live in a society, and the information that our friend commented on a post on a social media platform is a strong magnet. Social media app creators are well aware of this. The algorithm sends notifications about the activities of people connected to us, hoping that the stimulus will be strong enough for the user to open the app based on the notification. Selected examples: LinkedIn, Facebook, Instagram.

Turning Off Notifications on a Smartphone

Smartphones, whether based on the Android or iOS system, offer the option to mute notifications from specific apps. How do you do this?

Muting Notifications for a Specific App — Android:

1. Go to Settings on your device.
2. Select Apps & Notifications (or a similar option, depending on the system version).
3. Find and select the app for which you want to mute notifications.
4. Choose Notifications and disable all notifications or customize the settings by turning off specific types of notifications.

Muting Notifications for a Specific App — iOS:

1. Go to Settings on your iPhone or iPad.
2. Select Notifications.
3. Find and select the app for which you want to mute notifications.
4. Turn off the Allow Notifications option to completely mute notifications from that app or adjust the notification display settings (banners, sounds, badges).