Count the app visits after a push message, not only the clicks

Plum Garden at Kameido is a print by Utagawa Hiroshige from One Hundred Famous Views of Edo (1857). The blossoms make people return long after their first visit. A push message can have the same effect.

Most of the value of a push message came from people who never clicked it.

The study. Researchers at Goethe University Frankfurt did a field experiment (a test with real users) with PAYBACK. PAYBACK is a large loyalty program in Germany. For 3 months, the researchers sent 155 different promotional push messages at random to about 1 million app users.

The finding. The push messages increased app visits over the next 36 hours. Clicks on the message caused only about 34% of this effect. About 66% came from users who did not click. These users opened the app later by themselves.

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