Product Operation: How to master product push?

What is the logic behind PUSH? To sum it up, it can be done in one sentence. Push the right content to the right people at the right time.

1. Introduction to APP message push (PUSH)

APP message push refers to APP developers using third-party tools to push the messages they want to push to users. PUSH is definitely not unfamiliar to modern people. As long as you have a smartphone, you will receive push notifications frequently.

For operators, PUSH is one of the best channels for APP operation. If used properly, it can help operators solve problems efficiently and achieve operational goals. Likewise, blindly pushing can have a counterproductive effect if used incorrectly.

How to grasp this "degree" in actual work is a course that every APP operator needs to learn. No matter it is a tool-type APP, an e-commerce app, or an information APP, PUSH is a double-edged sword in the hands of operators. If used well, the data will rise rapidly, but if used poorly, the speed of data fluctuations will be like the weather in Hangzhou in April.

What are the characteristics of PUSH?

1. The coverage is wide, and users who have installed but not downloaded and have not turned off the push permission can directly receive PUSH.

2. Accurate. Those who receive the message are the target users of the product (at least they used to be). Compared with other channels with unknown sources, the user quality is much higher.

3. Good price, cheap

PUSH is a double-edged sword. Improper use will result in the product being uninstalled. Because there are too many steps to disable push permissions, directly uninstalling the product is the most convenient and effective.

So how to push effectively? What is the logic behind push?

To sum it up, it can be done in one sentence. Push the right content to the right people at the right time.

Three elements: time, content, and object.

2. Time

1. The right time

PUSH is essentially a disturbance to users. Whether it is helpful or not, it is a disturbance. Therefore, the timing of PUSH is very critical.

Imagine that it is 12 o'clock in the middle of the night, and you are about to put down your phone and go to sleep, but your phone dings and receives a PUSH message from a non-IM product. I think there is a high probability that you will delete the app in anger.

Combine the product with the user's usage scenario and choose the appropriate PUSH time.

For example, weather apps or map apps are suitable for push notifications before going out in the morning, because users want to know the weather for the day or choose a suitable travel route before going out. Information apps can push information during the morning rush hour to show users the content they want to know. Similarly, lunch time and evening rush hour are also suitable times for push notifications.

All apps should avoid late night push. The push frequency of information apps can be increased appropriately, especially when there is breaking news, such as earthquakes, fire alarms, entertainment gossip, etc., which can be pushed instantly.

2. Appropriate time interval

For tool-type products (such as weather apps), users may only open them once a day, but IM products may be opened more than 30 times a day or even more. Users of different types of products will have a psychological balance value for the number of times they push the product. The number of times the product is pushed should not be too frequent, otherwise it will easily cause user disgust.

Tool-type products push messages based on the user's usage scenarios and frequency, generally not more than one message per day; content-type products do not have to pay too much attention to the time interval. When the content that the user is concerned about is updated (such as entertainment gossip on WeChat, content updates on video websites, etc.), the message can be pushed to the user as soon as possible.

Understand the product, understand the users, and think more from the user's perspective. When doing operations, the most frightening thing is to make decisions based on your own ideas.

3. Content

1. Content of PUSH

The content of PUSH is varied, but after summarizing, it should be divided into these categories. Event notifications, information consultation, product recommendations, and system prompts .

The purpose of event notification is to tell users that an event or important thing is about to start and hope that users will participate. The copy of this type of notification is relatively important and requires professional modification and adjustment to attract users to click and participate to the greatest extent possible.

Information consulting mainly includes knowledge and consulting products. It usually focuses on hot current affairs news and personalized subscriptions. For this type of PUSH, you only need to describe the event clearly and concisely.

Product recommendations are mainly aimed at promoting purchase conversions and are mostly used in e-commerce and financial products. PUSH copy is also very important and requires professional modification and adjustment to guide users to click and convert.

System prompts mainly display the actions that product users have taken, such as successful payment, successful purchase, etc. The most important point of this type is to describe the facts and ensure accurate information.

2. Content Continuation Page

No matter which type of PUSH, subsequent pages are required to carry out the push. Therefore, the follow-up page is very important. Users are attracted by your PUSH copy and enter the APP with high hopes, but they get nothing on the follow-up page. This blow is fatal.

The content of the follow-up page must match the PUSH content

For example, there is a PUSH of e-commerce activities, where there is a 100-50 activity. However, after entering the APP, the activity page is not found or the activity on the page is 100-20. Don’t let there be a gap in users’ psychological expectations, otherwise they will leave directly at best or uninstall the product at worst.

Reject single-type follow-up pages and guide users to follow up operations

After the user has read the content of the follow-up page, there is no guidance for the next step, causing the user to leave the APP directly. For example, for information apps, can other related content be recommended at the end of the follow-up page? After all, the more time and depth of use users have, the better.

3. Personalized copywriting

Take advantage of user segmentation (described in detail below) to push personalized content and increase revenue. Avoid pushing the same old messages. After all, users receive too many push messages every day and are already tired of them. Only novel messages will be more eye-catching.

When choosing content, you must cater to the user's preferences and repeatedly try to figure out what kind of content the user needs. You can choose content that the user is interested in based on the user's personal subscriptions, interest preferences, browsing history, etc.

Use clickbait titles with caution!

4. PUSH Object

1. PUSH is not sent to all users

A PUSH content does not necessarily have to be sent to all users. Select a valid user and push it.

2. User stratification

Classify and label users.

Collect, organize, classify and label three types of information: user information (gender, age, education, region, etc.), user behavior (browsing, collecting, evaluating, liking, sharing, etc.), and user equipment (system, brand, model, etc.).

Combining user usage scenarios and pushing corresponding content based on user's personalized needs can not only improve conversion rate but also meet user needs, effectively improving user satisfaction and loyalty to the product.

For example, a news APP analyzes online time and finds that some users are still using the product during a certain period of time, so a late sleep label can be given. Then, based on the user's browsing history, they can be labeled as entertainment fans, military fans, basketball fans, etc. So when some breaking news occurs, such as a celebrity announcing their divorce in the middle of the night, you can choose users who sleep late or are doubly labeled as those in the entertainment industry and send a PUSH message to them as soon as possible. (This is just an example. The actual application process must be more complicated, even with more than ten tags)

User segmentation can effectively guide the timing and content of PUSH, and select the appropriate time and more attractive content for different types of users.

3. User deduplication

No matter how accurate your PUSH is, for most users, if they receive multiple PUSHs every day, they will definitely have complaints.

Therefore, it is necessary to limit the sending frequency and consider the deduplication problem. It is stipulated that each user can receive no more than 1 PUSH message per day. Minimize user harassment.

Related reading:

1. Do users uninstall the APP as soon as it is pushed? Pay attention to these 3 key points when doing push

2. 6 tips to improve push opening rate of APP!

3. Regarding Push operations, I have summarized 4 copywriting topics and writing skills

4. Reduce the APP uninstall rate after push, these 4 tricks are very effective!

5. Four channels for APP to recall users: EDM, Push, SMS, and public account

6. APP message push is a double-edged sword, 6 key factors of APP Push!

Author: Liu Qiuping

Source: Liu Qiuping