| page.title=Aftenposten Improves Retention by Allowing Readers to Customize Notifications |
| page.metaDescription=Aftenposten upgraded their app and improved user retention. |
| page.tags="developerstory", "apps", "googleplay" |
| page.image=images/cards/distribute/stories/aftenposten.png |
| page.timestamp=1468901834 |
| |
| @jd:body |
| |
| <div class="figure" style="width:113px"> |
| <img src="{@docRoot}images/distribute/stories/aftenposten-icon.png" height= |
| "106"> |
| </div> |
| |
| <h3> |
| Background |
| </h3> |
| |
| <p> |
| Aftenposten is one of the largest newspapers in Norway. Their <a class= |
| "external-link" href= |
| "https://play.google.com/store/apps/details?id=no.cita&e=-EnableAppDetailsPageRedesign"> |
| news app</a> was released on Android in 2013. |
| </p> |
| |
| <p> |
| Aftenposten found that sending too many notifications, with no user control |
| over the default <em>on</em> setting or differentiation between general and |
| breaking news, caused many people to uninstall their app. They changed the |
| user controls for notifications and used the native Android share button in |
| the app, <strong>which reduced user uninstalls</strong>. |
| </p> |
| |
| <h3> |
| What they did |
| </h3> |
| |
| <p> |
| Aftenposten created a new onboarding flow that explained what notifications |
| were available, allowing readers to manage their preferences and customize up |
| to three topics. They also changed their custom share icon for the native |
| Android app. |
| </p> |
| |
| <h3> |
| Results |
| </h3> |
| |
| <p> |
| The results showed that with the new notifications management onboarding |
| screen, <strong>uninstalls decreased by 9.2% over 60 days</strong>. And with |
| the option to customize notifications, 51% of readers decided to keep two out |
| of three topics turned on. This led to a <strong>28% decrease over 60 days in |
| the number of users muting notifications completely</strong>. It also |
| provided insight into users’ content preferences, with <em>Sport</em> being |
| the least-favored notification. |
| </p> |
| |
| <p> |
| Aftenposten also increased share interactions by 17% just by replacing their |
| custom share icon with the native Android share icon. |
| </p> |
| |
| <p> |
| Aftenposten commented that: <em>Many of our users who see the onboarding |
| screen interact with it by turning off at least one notification topic. This |
| means that users are accepting push from one or more topics, instead of |
| turning it off completely. Moreover, readers are sharing more articles since |
| we added the standard share Android icon.</em> |
| </p> |
| |
| <h3> |
| Get started |
| </h3> |
| |
| <p> |
| Find out more about best practices for <a href= |
| "https://material.google.com/patterns/notifications.html">Notifications</a> and <a href= |
| "{@docRoot}training/building-content-sharing.html">Building Apps with Content |
| Sharing</a>. |
| </p> |