Result from my work

Push Notification Case Study: CTR From 0.51% to 1.83%

By Vishwajeet Kumar · 5 min read · Updated 4 November 2026

Quick answerI scaled push notification click-through rate from 0.51% to 1.83% in a stockbroking app by A/B testing copy, send time and audience segments across more than 30 campaigns.

A stockbroking platform, Lead, CRM and Lifecycle Marketing (Oct 2024 to present). Figures are as reported on my resume, for the period stated.

The goal

A stockbroking app with a 0.51% push notification click-through rate.

The aim: lift click-through rate through disciplined A/B testing of copy, timing and audience.

The result

What I did and what changed

Result from my work

A stockbroking platform, Lead, CRM and Lifecycle Marketing (Oct 2024 to present)

Ran A/B tests on copy, send time and audience segments
Repeated the tests across more than 30 campaigns
Kept winning variants and retired weak ones

0.51% to 1.83%push notification CTR

3.6xCTR multiple

30+campaigns run as A/B tests

Result as reported from my own work. The employer is not named, to respect confidentiality.

How I diagnose this

Pull the click-through rate for every past campaign
Group campaigns by copy style, send time and audience
Find the largest untested differences
Check that audience sizes are big enough to learn from

The method behind it

The steps below are the general method. The details differ by company and product.

Test one thing at a time

Change copy, timing or audience, not all three.

Split fairly

Equal, random halves so the result is clean.

Wait for enough data

Do not call a winner on a handful of clicks.

Keep the winner

Roll it out, then test the next idea.

Write it down

Keep a test log so lessons are not lost.

Repeat

Small wins compound across campaigns.

A starting journey you can adapt

When	Channel	Message
Week 1	Push	Test two copy styles on equal halves.
Week 2	Push	Test send time: morning against evening.
Week 3	Push	Test audience: new users against lapsed users.
Week 4	Push	Combine the winners and test again.

Numbers to track

Click-through rate by variantConversion after the clickOpt-out rateShare of campaigns run as tests

Common pitfalls

Changing several things at once
Stopping a test too early
Ignoring opt-outs while chasing clicks

Frequently asked questions

What is a good push notification CTR?

It varies a lot by app, audience and message type. Compare against your own history and improve through testing.

How many tests do I need?

Enough to learn what moves your audience. A steady habit of small tests beats one big redesign.

Services behind this work

Lifecycle Marketing

From first tap to loyal fan, and back again when they drift.

Marketing Automation

Journeys that run themselves, in CleverTap, MoEngage, LeadSquared or the tool you already own.

CRM health check

Answer six questions and see where your setup stands.

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