These days do a collation, share out to everyone.
What is push
PUSH function, also known as PUSH, is a common means of operation, which can be divided into automatic trigger and operation customization. Automatic trigger just like when you order a takeout and the merchant receives the order, you will receive a reminder on the APP that the merchant has accepted the order. This kind of arrangement is generally based on the business. Operation customization, just like when you do not operate, the APP will pop up a message to you, “Today’s half price”. In summary, push is to send messages to users.
What’s the use of push
advantages
• Increase product activity
• Drive the utilization rate of functional modules
• Increase user viscosity
• Wake up sleeping users and improve retention
disadvantages
• Users are disturbed and uninstalled
• Users become desensitized to push messages
• Loss of user trust
How to get users to agree to push applications
Core: give users a reason to push.
Take Didi Dache for example: If a user opens Didi Dache for the first time, a pop-up window says: “Do you allow the APP to push messages for you?” Maybe the pass rate at this time is only about 30-50%.
But let’s imagine a scenario: when a user takes a taxi for the first time, the APP prompts: “Allow a pop-up window so that you can still receive the order information from the driver even after you quit the APP.” Then the probability of being allowed by the user at this time is greatly increased.
Classification and selection of push channels
The channels include APP, SMS, email, in-station letter, popover, dynamic and so on.
1. In-site letter: generally speaking, in-site letter is mainly used to inform users of activities or user behaviors, such as a user has obtained 100 points, a user’s content has been praised, there is a new activity in the Mid-Autumn Festival, etc.
2. SMS and email: SMS and email are mainly used to recall and recruit new users. For example, you will often receive emails or SMS from recruitment websites recommending jobs to you within half a month after the job application. This is when you have not been active recently and the operator has sent you an email or text message to recall.
3, APP pop-up and notification bar dynamic: and APP pop-up and dynamic reminder, is a great way to active users. Through your push, let silent users open the software, check the push news, or other operations to complete today’s active.
What to push
What to push
Push the time
Most apps know that we need to set up proper push push. For example, if you want to send notifications around 12 noon and 6 PM, you can get high attention and open rates. But aren’t all users supposed to push during this time? In fact, we did not pay attention to the individuation of push time and the relationship between push message itself and push time.
Push frequency
Social apps can be pushed daily (users hope to get timely news from their friends), and information and tools can be pushed 2-3 times a week, depending on the specific situation. But do not push the number of times should not be too much, rather than lack.
How to optimize Push
1. First understand user preferences
You can determine users’ preferences according to their recent browsing conditions, and push content in line with users’ psychology according to their preferences.
For example, I always wanted to buy a book of “Akhmatova’s poems”, but I didn’t have much money in my pocket, so I searched Taobao for many times, but couldn’t make up my mind to buy it. The next day, Taobao sent me a message “Akhmatova poetry promotion”. When I received this message, I knew it was fake, but I still opened Taobao and bought three books at one go.
So what if you don’t collect user habits? The easiest way is to guess! For example, if my user group is students, I will guess “what students are doing and need in May”, or I will just walk around the Beijing Language and Culture University next to my company and have a feel for it. If you still don’t have any ideas, can you do a questionnaire?
2, constantly optimize the copy
Constantly optimize copywriting: conduct A/B test according to data (open rate, retention rate, conversion rate) to find out the optimal copywriting template;
Strictly control the number of words: we should strictly control the number of words, especially the maximum number of words that can be displayed when some small-screen mobile phones see the message. In addition, when e-commerce order information is pushed, the current status text needs to be placed in the front of the message.
Be clear and use some taglines appropriately;
3, do a good job of data analysis table
In fact, this point is not difficult to understand, many companies push background, there will be corresponding data, you must be able to understand. Among all the statistics, the most important thing to pay attention to is the conversion rate. We need to optimize channels and copywriting according to the conversion rate to enhance the effect and ensure that your conversion rate can be increased. Of course, if the company doesn’t have the data you need on the back end, you should consider asking for it to be added and counted by a technician.