Partner-offer push notifications: +10% monthly active users
Commentary byLiftArchiveOur analysis, not theirsKyivstar added push notifications about partner offers, exclusive discounts and account top-ups to its My Kyivstar app, and monthly active users rose 10%.
Kyivstar ran the campaign, and the case was published on the RevenueCat blog in a roundup of OneSignal customer stories.
It is a before-and-after result, not a split test.
- Monthly active users: +10%. This compares periods before and after the change, so other factors may have moved it too.
- Top-up reminders: up to 10 million UAH (about $272,000) in incremental growth per month in 2022, as reported by the source. How the incremental amount was measured is not shared.
- New user churn: the source says it fell significantly but gives no number.
The change
Push notifications bring users back to partner offers and top-ups
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The My Kyivstar app, used to manage telecom accounts and subscriptions, without targeted push notifications about offers.
Variant
Push notifications that pointed users to partner offers and exclusive discounts, plus contextual reminders to top up their accounts.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Offers and discounts give users a reason to open an account-management app they would otherwise visit rarely.
- Top-up reminders arrive when the balance is low, so the push matches a task the user already needs to do.
- More app sessions mean more chances to see and accept new plans and services.
Caveats: Before-after result with no control group, sample size or duration shared. It comes from a OneSignal customer roundup on the RevenueCat blog; both companies sell tools for this kind of messaging, so the reporting may lean positive.
Who ran it
Kyivstar ran this test. Source: RevenueCat blog (OneSignal case roundup). The numbers are theirs; the summary and commentary on this page are ours.
How to run this test on your app
- Hypothesis
- If we send push notifications about relevant partner offers and timely top-up reminders, then monthly active users and top-up revenue will rise because users get a concrete reason to open the app at the moment it is useful.
- Primary metric
- Monthly active users (or 30-day retention) in a holdout-controlled test
- Guardrails
- Push opt-out rate
- App uninstalls
- Unsubscribes or plan cancellations
- Who should test it
- Utility and account-management apps with a recurring task (top-ups, renewals, bookings) and partners who can supply offers. It probably won't help apps that already have daily use, or where offers feel off-topic and drive opt-outs.
Questions
How do I measure push notifications properly?
Keep a random holdout group that gets no campaign pushes and compare retention and revenue between the two groups.
Before-after comparisons mix in seasonality and other launches.
Will offer pushes make users turn notifications off?
They can, if offers are frequent or irrelevant.
Track opt-out and uninstall rates alongside engagement, and cap how often each user gets a promotional push.