To reduce the uninstall rate of APP after push, these 4 tricks are very effective!

Push is a message push, which serves to remind or wake up users in mobile operating systems. Every APP operator will use message push as an operation method in daily work. However, if it is abused without restraint, users will uninstall your APP directly if they are unhappy. Therefore, how to push messages has been a problem that has long troubled operators.

There are actually rules to follow for message push. How can we push messages to reduce the uninstall rate of APP?

one. Why users uninstall your app

Those who have worked in the operation of message push should have a deep understanding of this: once message push is implemented, the number of APP uninstalls will increase rapidly.

Why does the number of uninstalls keep increasing every time a message is pushed? After a series of studies, Box Fungus found that there are two main reasons.

1. Your push notifications are a nuisance to users

The message push function of the Xianyu APP ensures the timeliness of seller/buyer messages, but many users are reluctant to turn on the message push. The reason is that the Xianyu APP will send you 3-4 product recommendations based on your browsing history within a day, which is undoubtedly a disturbance to users.

Source: A question-and-answer community

2. Push for the sake of pushing

In APP push, marketing notifications are the main ones. A user may install multiple types of applications at the same time, but the user only has one device. Not only will uncreative marketing push fail to attract users’ attention, but it will also cause trouble to users.

two. Let’s talk about how to reduce the uninstall rate from the following four aspects:

1. The messages you push are valuable to users

The push should be targeted, and a user database should be established to segment users according to age, preferences, region, behavior, etc. Then push the most appropriate content to them. If the system pushes something that the user needs, it will trigger a click.

I bought a fixed investment in a fund through the Ant Fortune APP. Every day before the deduction date, the Ant Fortune APP would push a message to tell me that the deduction would be made and I should ensure that I had sufficient funds.

When Mobike was trialing its red envelope bikes, it only offered them in cities such as Beijing, Jinan, and Shijiazhuang, and also pushed notifications. If Mobike did not push targeted messages and pushed the message to users in Guangzhou, would the Guangzhou users be angry after opening the message because they could not find the red envelope bike?

The activity box can also be triggered in a targeted manner. As long as the target population is set, different activities can be triggered according to different usage scenarios or people from different regions and genders.

Source: Activity Box official website

The attributes of users are very complex, and targeted push notifications should be carried out according to different segmented objects and usage scenarios in order to increase the opening rate of message push notifications.

2. Good copywriting can hit the user's heart at once

The copy of the message push is similar to the title , short and each word can firmly grasp the user's heart. A good copy can make users click quickly and even have a favorable impression of the entire APP. But if the text is densely packed with words and does not clearly express the intention, users will feel that this is a disturbance to themselves and will uninstall it without hesitation.

⑴. Keep the copy short and precise

"Is there someone you can never forget?" This message is pushed out at night when emotions are most likely to overflow, touching the softest part of the user's heart. Not only is the click-through rate high , but users' favorability towards the APP has also increased.

⑵． Users are sensitive to numbers

Users are very sensitive to numbers. Words such as "50% off", "only 59 yuan", and "grab" are very stimulating to users, and users are often happy to click on them.

⑶. Hot words are easy to attract attention

If you feel that your copy is too blunt, you might want to try adding hot words to the push messages. "My First Half of Life" became a big hit, and Himalaya FM added the hot word "My First Half of Life" in its message push, which also aroused users' interest.

⑷． Use emojis wisely

According to a survey by App Annie , push notifications using emoji expressions can increase app opening rates by 85%. Adding appropriate emoji expressions to the text of push messages is also a good choice.

3. Push time node selection

Message push notifications must not only be targeted, but also be pushed at the right time. Meituan Takeout and other food delivery apps generally push notifications about an hour before meal time to remind you to order. Didi Chuxing ’s Orange Monday will be pushed every Monday. Moji Weather will push the weather forecast to you before you go out in the morning.

The push time of the APP should be planned according to the nature of your product. Of course, some apps choose to push messages late at night.

For example, within an hour after the Chinese national football team won the group stage of the World Cup qualifiers in 2016, Dongqiudi pushed the message "Hot-selling, the magical poster of the Chinese national football team is here". Although it was already late at night, the fans were still immersed in the atmosphere of winning and certainly would not miss this push.

4. Push frequency determines whether an app stays or goes away

Just because users allow an app’s message push requests doesn’t mean the app can push messages without restraint. When the frequency of message push exceeds what the user can accept, the app will be uninstalled.

The RiRiZhu APP pushed three identical pieces of content within 7 minutes, and it is unknown what this push was trying to express.

The frequency of message push of an APP should be set according to its own needs. If your product is instant information, such as The Paper or Toutiao , you can push messages when certain important events occur, and you can push messages multiple times a day. If your product is an e-commerce product, such as Taobao , you can push it every few days.

Conclusion: Valuable message push is the prerequisite for a message push. When doing message push, write the information you want to express in the copy, push it to users at the most appropriate time, and encourage users to open the APP. This completes a valuable message push. When pushing messages, you might as well think more from the user's perspective and think about how to push valuable information to him instead of causing trouble to him.