Push notifications that get clicked less each day

Question

A shopping app starts sending a new style of daily push notification to a random test group and measures the tap-through rate (how often people open the app from the notification). Tap-through starts high on day 1 and 2, then declines steadily, settling near the old notification's rate by the end of two weeks.

What is the most likely cause of this decline, and how would you verify it?

Accepted Answer

The novelty effect. A new notification format grabs attention at first because it is unfamiliar, so people tap to see what it is. Once the novelty wears off, they treat it like any other push, and the tap rate falls back toward the old baseline. The high early days followed by a steady decline are the classic signature. (In some cases the opposite can happen, notification fatigue, where users tire of a new push and tap less over time. Both produce a decline, so the fix is to look closer rather than assume.) How to verify it. 1. Run longer and see where the tap rate flattens; if it settles at …

Push notifications that get clicked less each day

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