Sending Messages Is All About Speed
Technology has made consumers impatient. We don’t just want instant gratification for every click or tap—we expect it.
Retailers and e-commerce companies have been dealing with this for years. That’s why so much time is spent trying to make small, incremental improvements to page load speeds.
Even though you aren’t loading pages in your messaging experience, the demand for instant gratification remains. Users want messages sent at the speed of light—can you deliver?
Perception Is More Important than Reality with Message Send Speeds
Whether you’re using a social media app, a messaging app, or your sending standard text messages, you’ve probably experienced the agony of waiting for message delivery at least once. We take instant messaging for granted, but there are multiple factors that contribute to delayed delivery, including:
- Poor Internet Connection: If a user has weak cell or WiFi connection, it doesn’t matter how great your messaging experience is—messages won’t send instantly. This is a problem between ISPs and consumers, but users will often blame the actual app they’re using instead.
- Server Overload on Server Side: Your backend infrastructure has to be prepared to handle all of the messaging traffic from users. This is a constant challenge for messaging apps like WhatsApp, but it can cause minor delays for your own experience, too. Anything less than instant gratification can result in a diminished user experience and hurt your business.
These two high-level problems make it almost impossible to guarantee messages will be sent instantly 100% of the time. But that doesn’t mean you can’t create the perception of instant gratification.
Improving time to send messages is important, but even more important is showing messages in a conversation the instant users tap “send.” This is a simple visual hint, but it makes all the difference in your messaging customer experience.
Instant Gratification in Asynchronous Communication
One of the best benefits of messaging as a central communication channel is the fact that it’s reliably asynchronous. You don’t have to disrupt customers with phone calls and you don’t have to worry about emails getting lost in the shuffle.
It’s great to get back to messages when it’s most convenient, but we still want them to send instantly. Think about what this looks like for a company like BOOK A TIGER that creates direct connections between customers and cleaners. Customers want to send a message and know that it’s been delivered. If they had to sit and wait for a message to deliver over a poor internet connection, BOOK A TIGER would risk losing customers to competitors.
Delivering messages at the speed of light—or at least looking like you are—is a more important piece of the messaging experience than you might think. However, it’s still just one of many best practices to think about as you design customer conversations.
If you want to learn more about building the best possible messaging experience, check out our full Messaging Best Practices guide today.