We’ve all been there—using an app, minding our own business, and then suddenly ding, an in app notification pops up mid-screen. Sometimes it’s helpful, other times it’s more of a “why are you doing this to me??” moment. Notifications can be a fantastic way to communicate with users, but they need to be used thoughtfully. When designed well, they can guide users, highlight new features, or encourage action. But when misused, they can be intrusive, annoying, and lead users to abandon your app altogether.
In fact, in app notifications have been shown to increase app launches by 27% and user retention by 12% within the first 90 days, according to Localytics. But the line between helpful and annoying is extremely thin, so it’s essential to tread carefully.
Let’s break down the do’s and definitely don’ts of in app notification design and strategy.
TLDR; Contents
What’s an In App Notification?
Before diving into best practices, let’s define the thing. Unlike push notifications, which reach users outside of the app (even when it’s not active), in app notifications are messages that pop up while users are actively engaging with your app. These notifications typically inform users about updates, new features, actions they need to take, or time-sensitive promotions.
When done right, in app notifications are a helpful tool to guide users through the app experience, provide relevant information, and keep them engaged. But, remember, poorly executed notifications can disrupt the experience.
In App Notification Do’s
Make Them Contextual and Relevant
Every in app notification should provide value to the user. It should be triggered by specific actions or behavior within the app, making the message feel timely and personalized. For example, if a user hasn’t completed a setup process, a well-timed in app notification can gently remind them to finish the task. Personalization is key—notifications that are personalized result in 4x higher engagement than generic ones, according to Leanplum. The key is making sure the notification fits the context of what the user is doing, rather than feeling like a random interruption.
Keep It Short and Actionable
Attention spans are short, and users want to get back to using the app as quickly as possible. Keep your in app notifications concise—ideally no more than a sentence or two. And always include a clear call-to-action (CTA), such as “Complete Your Profile” or “Learn More.” The notification should guide the user toward a specific action that adds value to their experience.
Use Visual Cues Wisely
While text is the backbone of your in app notification, don’t underestimate the power of visuals. Icons, badges, or animations can help capture attention without overwhelming the user. Invest in the UI UX design of your notifications, because visuals should align with your app’s design and branding while enhancing the message. For example, an animated icon might draw attention to a new feature, prompting users to explore it.
Personalize the Experience
Just like with push notifications, personalization is key to engaging users with in app notifications. Tailor the message based on user behavior, preferences, or location. If a user frequently engages with a particular feature, notify them when there’s an update or improvement to that area of the app. Personalized notifications are more likely to feel relevant and increase engagement, as supported by the 4x higher engagement stat mentioned earlier.
Consider Timing Carefully
Timing is everything. Don’t disrupt the user in the middle of an important task or when they’ve just started exploring the app. Ideally, trigger in app notifications at moments when the user is most likely to be receptive, such as after completing a specific action or when navigating between screens. The goal is to provide helpful information without interrupting their flow.
In App Notification Definitely Don’ts
Don’t Overload Users with Too Many Notifications
It’s tempting to notify users about every little thing, but bombarding them with notifications is a surefire way to annoy them. In fact, 52% of users find in app notifications annoying when they receive them too frequently, according to OneSignal. Keep in app notifications limited to essential information. Too many interruptions can make the app feel chaotic and push users to disable notifications—or worse, abandon the app entirely.
Don’t Interrupt Core User Flows
One of the biggest mistakes in in app notification design is interrupting users when they’re in the middle of completing a key task. Nothing is more frustrating than having a notification pop up while you’re filling out a form, making a payment, or completing a game level. Avoid disrupting critical user flows, and find natural moments to present notifications instead.
Don’t Be Too Intrusive
Avoid using full-screen notifications or pop-ups that block the user’s view unless absolutely necessary. These can feel intrusive and jarring. Stick to subtle, non-intrusive formats like banners or slide-ins that don’t completely take over the screen.
Don’t Send Irrelevant Notifications
Irrelevant or random notifications are a quick way to lose a user’s trust. If the notification doesn’t pertain to their current activity or offer value, don’t send it. A notification about a new feature update might be great—unless it’s targeting users who have never interacted with that part of the app. Relevance is key to building trust and ensuring your notifications are seen as helpful rather than annoying.
Don’t Forget to A/B Test
Just like any other feature, your in app notifications should be tested and optimized. A/B test different versions of the notification—such as wording, visuals, or timing—to see what resonates best with your audience. Testing can help you find and define the most effective strategies for engaging users without overstepping.
Best Use Cases for In App Notifications
So, when should you be using in app notifications? Here are a few scenarios where they can enhance the user experience:
- Feature Updates: Notify users when a new feature is added, especially if it’s relevant to their behavior or interests within the app.
- Onboarding: Guide new users through the setup process with helpful notifications that explain app features and encourage engagement.
- Reminders: Use notifications to gently remind users of incomplete tasks, like finishing their profile or taking advantage of a limited-time offer.
- Milestones: Celebrate user milestones, like completing a level in a game, hitting a fitness goal, or reaching a specific number of interactions.
In App Notification That (Actually) Works
When used thoughtfully, in app notifications can greatly enhance user engagement, guide them through your app, and boost conversions. However, poorly executed notifications can frustrate users and drive them away. By following these do’s and definitely don’ts, you can design a notification strategy that keeps users happy and engaged, while respecting their time and attention.
Remember, the best in app notifications are those that are relevant, timely, and actionable, helping users get the most out of your app without feeling overwhelmed.
This was a lot, though—so if you need some help figuring out how to walk the line between “this is so helpful!” and “I’m being harassed by this app,” reach out to us. As your friendly neighborhood app developers and UI UX designers, we’d love to help 🙂
