In the past three posts, I've introduced readers to Pirate Metrics, and shown how you can boost your acquisition strategy and activation numbers with Firebase products.
In this post, we're going to talk about one of the biggest problems majority of apps face: retention. The hard truth is that most people tend to only use a few applications every week, abandoning a majority of them after just a few tries. This might happen even if you did successfully activate a user.
The goal, for any product, is to become a habit for their users. And, for a person to pick up new habits, they need the help of triggers. The best products carefully use external triggers — things like push notifications, E-mailers — at appropriate times which help building habits.
For years, we have offered powerful tools to help you build these experiences: Google Cloud Messaging. Cloud Messaging is now a part of the Firebase suite of SDKs, becoming even more powerful than before.
The key capability added, thanks to this change, is something we call Firebase Notifications. By simply adding the required dependency to your application, you can now send push notifications to your users straight from the Firebase console. But that's not all: you can target the notification to a required segment. For example, you can inform those users who have shown an interest in a particular product that you have a deal running in your E-commerce application.
While quite useful, particularly considering how little you need to do to add them to your app, sending Push Notifications is a manual process and best utilized for campaigns. To truly improve your product, you need to first understand when you tend to lose your users, and build a system that helps you retain them.
The first part can be solved using the cohorts from Firebase Analytics. Cohorts help you visualise your retention by showing you what percentage of users do you retain over a period of time, broken down by days or weeks. Most of your users are typically lost in the first couple of days, which is usually an issue with your activation strategy. However, this decline tends to flatten out.
While you should certainly work on your activation strategy to help improve your cohort numbers on the first couple of days, you also want to look at some way to improve the numbers a little later, such as around days 5-7. One fairly straightforward solution is to build an automated system that sends push notifications using Firebase Cloud Messaging to these users approximately a week after they sign up. Using some kind of flag for "last used time", you could also ensure this notification is only shown to those users who are at risk of being dropped off.
You could utilize this strategy for things like extending trial periods for users who haven't used your product enough, giving yourself an extended opportunity to convert them into paying customers. Deals of any other form (either for E-commerce products or for in-app products) are other ways.
A carefully crafted strategy could play a critical role in your overall business. Do be mindful of avoiding a spammy notification system: you'll probably annoy your users and increase your uninstall count.
There are additional possibilities as well. Firebase Analytics tracks uninstalled users for you using the automated event "app_remove". As mentioned in the second post on acquisition, you can create an audience for users who have fired this event and retarget them using Adwords.
Also, using Firebase App Indexing in your application would help highlight content from your service in Google search results for your users. This is particularly useful during the early phases of the user's time with you when they haven't quite developed a habit of using your application directly.
We're excited to announce the full speaker list and agenda for the first ever Firebase Dev Summit!
Find the latest schedule on our newly launched site here featuring sessions such as How to Develop Rock Solid Apps with Firebase, a Firebase Analytics deep dive, Develop Mobile Apps without Infrastructure , and more!
The Firebase Dev Summit is on Monday, November 7th with a full day of talks, codelabs and office hours. The Summit will end with an afterparty where you can enjoy drum and bass and mix and mingle with event attendees and the Firebase team.
Tickets are sold out, but you can sign up for the waitlist to be notified if a spot becomes available. We will also livestream the entire event in case you want to join us online. Sign up to receive an receive an email alert when sessions are about to start!
We want to hear from you! Join the conversation on Slack, G+ and Twitter.
Hey there, Firebase Developers!
We wanted to let you know that we've made some new updates to the Firebase libraries for iOS, Android, as well as the Javascript SDK. You can read the full release notes here, but let's give you a quick summary of some of the new features you should be aware of:
You can read our release notes for iOS, Android, and web platforms to get all the details. Or you can just start playing around with the new libraries. That's fun, too.
Happy hacking!
Private Backups is a good solution for backing up, scripting, and gathering analytics by regularly exporting your entire Database. Previously, setup involved a bit of back and forth between the user and Firebase Support. We are now offering a self-service user interface for Blaze customers in the Firebase console that seamlessly enables daily backups of your Firebase Database to a Google Cloud Storage bucket.
To get started, visit the new “Backups” tab in the Database section of the Firebase console, and the wizard will guide you through setting up your automated backups.
To save on storage costs, we enable Gzip compression by default, and you can choose to enable a 30-day lifecycle policy to have backups older than 30 days automatically purged.
When the setup process is complete, you will have a Google Cloud Storage bucket. On a daily basis, we will backup your Database’s application data and rules in JSON format to your bucket. You can view the status and history of all your backups directly in the Firebase console. There is also a “Manual Backup” button which lets you instantly enqueue a current backup of your database and rules, and is incredibly useful to take specific timed snapshots or as a safety action before you perform any code changes.
Here are three good reasons to start using automated backup today:
Offline Scripting
Automatic Database Backups let you crawl, analyze, and perform large scripted actions against your data without affecting the realtime performance of your customers connecting to the Database.
Historical Data Analysis
With historical snapshots of your database, you can retroactively analyze your data, look for trends, and make product decisions based on past data points.
Recovery From Corrupt or Lost Data
With Automatic Database Backups, you can easily restore your data in the event of data corruption or loss. To restore your database, simply download1 a backup file to your local machine from the backups tab. You can then click the "Import JSON" button2 under the data tab to restore your Database to a previously backed-up state.
We are continuing to streamline the experience for Firebase developers, and this new release gives developers more control over their data while reducing the need to go through support processes.
With Gzip enabled, you will need to decompress your database data before importing back into Firebase. ↩
For very large Databases, it is more efficient to contact support for data restoration from our own regular backups, rather than through the JSON files of Automatic Database Backups. ↩
Today we're announcing web support for Firebase Cloud Messaging (FCM) with the release of a JavaScript library. This extends our current browser support, enables a dramatically simpler implementation process, and brings powerful features such as Topics and Device Group Messaging to the web.
Notifications are one of the most compelling tools for developers to build engaging experiences. Since we introduced the technology in Chrome, we've seen tremendous adoption, with more than 10B notifications being sent per day to websites. However, developers often tell us that implementing this feature on the Web can be challenging and that they want to access the same advanced features of FCM that are available on native notifications.
Firebase Cloud Messaging is a powerful system that already supports sending messages to iOS apps, Android apps, and Chrome. Starting today, developers can use FCM to send messages to browsers that support the Push API, allowing you to go beyond Chrome and also send to Firefox, Opera and others.
It is easier than ever to send notifications to your web users with the FCM JavaScript library, as FCM handles complex server-side features such as payload encryption and client-side features such as service workers.
You can use a default service worker implementation to get started quickly, and when you are ready to extend and override it, you can do so easily. In addition to this, when you’re using the FCM APIs, our servers can manage payload encryption for you. FCM users don't need to change a thing in their server implementation to achieve this!
However, the technical aspect of web notifications is just a start. In order to make the most out of web notifications, you need to engage your users with the right content in the right manner. Check out our “What Makes a Good Notification?” post for best practices on notification content and “Best Practices for Push Notifications Permissions UX“ post for tips on interacting with Web users to get permission for sending notifications.
Beyond providing an easier client implementation, the FCM JavaScript library also brings important FCM features to the Web.
With the FCM JavaScript library, you can send web push notifications to single devices, topics or groups of devices. With the addition of topic support on the Web, we are making it possible for developers to send a message to their Android, iOS and Web users who have opted in to a particular topic. To take advantage of topics and device groups, you can use the server-side APIs to manage your topics and groups subscriptions.
Currently the FCM JavaScript library enables developers to reach browsers that have Push API support. Namely:
Microsoft Edge has announced plans to support the Push API and Samsung Browser will be covered once they have message payload support. This coverage will increase over time as more browsers introduce support for service workers. Make sure to check out our release notes for updates!
Just follow our Getting Started guide, and make sure to checkout our Firecast video!
We have been working with early adopters to test, refine, and unleash the power of the new FCM JavaScript library, and create the best possible Web notification experience for users. Below are some of their success stories:
Alibaba.com, the leading wholesale marketplace connecting overseas buyers with suppliers in China, implemented our solution in two days and saw 4X higher engagement for users who receive web notifications compared with users who visit the website directly. See the full Alibaba.com case study.
AliExpress, a global retail marketplace, saw a 93.4% higher open rate on the web compared to their app notifications, and a 178% higher conversion compared to mobile site users who do not receive notifications. The AliExpress team is continuing to expand their uses cases. For instance, to promote sales on 11th November (also referred to as “Double 11”) - a festival commonly celebrated by young Chinese singles and also one of the biggest online shopping events in the world - AliExpress will be using FCM to send notifications on its website to remind users to take advantage of discounts on items they are interested in. See the full AliExpress case study.
Settle Up, a fast-growing startup that helps users track shared expenses, wanted to send notifications to users when changes were made to a bill. After implementing in a day, they began to see 37% higher engagement for users who receive web notifications. Moreover, as a user of Firebase Analytics, Crash Reporting, Hosting, and Test Lab, Settle Up was able to easily access all their tools through Firebase as a unified solution. See the full Settle Up case study.
Firebase Cloud Messaging is part of the Firebase platform and is available for free. We are excited to announce this launch and can’t wait to hear what you think!
