In-App Messaging, Done Properly
Messages shown inside an application, such as announcements, tips and upgrade prompts.
Samir Haddad
The key figures
- Timing
- messages during tasks interrupt and annoy
- Targeting
- behavior-based targeting improves relevance
- Frequency
- too many messages train people to dismiss them
- Accessibility
- modal messages need focus management
Why this is worth getting right
In-app messages reach engaged users at the right moment, but they interrupt the task people came to do.
Do this, not that
Do
- Trigger messages at natural pauses
- Target by behavior rather than broadcasting
- Cap message frequency per user
- Make messages dismissible and accessible
- Measure the effect on task completion
Don’t
- Modals on first launch
- Messages during checkout or key tasks
- Unlimited frequency
- Messages that cannot be dismissed
When to bring in help
Our advice Bring in help when in-app prompts hurt engagement.
Where this comes from
- Nielsen Norman Group — Usability heuristics
- W3C ARIA Authoring Practices Guide — Dialog pattern
The figures and practices above come from the sources listed.
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Where to go next
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