If you always fail to complete your tasks in operations, try this trick!

Why is it that despite all our efforts, user activity is still not enough? Why is the number of users still so small despite all the promotion? The boss always says: Guide users to use the APP. If you fail to achieve the goal, your bonus this month will be deducted! Bah, you say guide so just guide, the APP is so rubbish, it’s a wonder users will use it!

I believe that many operators have been troubled by the above problems, such as too low user activity and too few users. Especially when guiding users on the site to use the APP, there are always problems. So, have you used the "push" function? Would you actually use this feature to complete the task?

This article will give you a detailed introduction to the push function and how to make good use of it.

Part 1: What is push?

The push function, also known as PUSH, is a common operation method, which is divided into two types: automatic triggering and operation customization. Automatic triggering is like when you order a takeaway and the merchant accepts the order, you will receive a reminder on the APP that the merchant has accepted the order. This is generally arranged based on business. Operation customization is like when you are not performing any operation, the APP pops up a message "All items are half price today" to you. In summary, push is sending messages to users.

Part 2: Classification and selection of push channels.

There are definitely more than just APP pop-up windows as push channels. Commonly used ones include SMS, email, in-site messages, pop-up windows, dynamics, etc. You can choose the channel that suits you according to the needs of your specific goals, or you can use multiple channels together. Next, I will briefly introduce the applicable types of each channel.

Generally speaking, in-site messages are mainly used to notify activities or user behaviors, such as a user has obtained 100 points, a user's post has been liked, there are new activities for the Mid-Autumn Festival, etc.

Text messages and emails are mainly used to recall users and attract new users. For example, within half a month after you finish your job search, you will often receive emails or text messages from recruitment websites recommending jobs for you. This means that you have not been active recently, and the operator will send you an email or text message to recall you.

APP pop-ups and dynamic reminders are a great way to activate users. Through your push notifications, you can encourage silent users to open the software, check push messages, or perform other actions to complete today's activity.

Through the role of the above different push channels, we can also see that making good use of the push tool can help operators complete their tasks and indicators efficiently.

Part 3: Does push need to be optimized?

The answer is yes. Any kind of push needs to be optimized. It is precisely because everyone’s optimization level is different that there is a difference between experts and novices. For example, to attract new users, Xiao Ming sent 10,000 text messages and attracted 200 users, with a cost of 2.5 yuan per user. Xiao Hong also sent 10,000 text messages, but only attracted 20 users, with a cost of 25 yuan per user. It is obvious that Xiao Ming's skills are far better than Xiao Hong's. Let me add one more thing here: " Push is boring and easy to get started, but it is difficult to do Push well. It requires constant consideration of user psychology and copywriting , so I suggest that you read more books on psychology and copywriting."

Part 4: How to push well?

First: Understand the user's psychology

You can determine the user's preferences based on their recent browsing behavior, and push content that suits the user's preferences based on their preferences. For example, I have always wanted to buy a collection of Akhmatova's poems, but I don't have much money in my pocket, so I searched on Taobao many times, but I never made up my mind to buy it. The next day, Taobao sent me a message about "Akhmatova's Selected Poems Promotion". When I received this message, I knew it was fake, but I still opened Taobao, selected and bought three books in one go.

So what if you don’t collect the user’s usage habits? The easiest way is to guess! For example, if my user group is students, then I will guess "what students are doing and what they need in May", or simply take a walk around Beijing Language and Culture University next to my company and get a feel for it. If you still have no ideas, then maybe you can do a questionnaire survey?

Step 2: Continuously optimize the copy

Operation itself is a meticulous job, and the more carefully you push it, the more effective it will be. When pushing, you need to improve the effect, reduce costs and increase conversions by adjusting the copy each time you send it. I once sent emails for half a year. In the early stage, I needed to create a large number of copy templates every day, test which template was more effective by sending a small number of them, and then use the best template to push. In order to reduce the amount of emails that were intercepted, I had to ensure that the template I used was new every time. You can imagine how hard it was at that time. After sending it out for a month, I made the first optimization. I started to try to figure out how many days it would take for the same template to be sent before the chance of being intercepted would decrease. Finally, I found the number, which was 20 days. So I started to number the templates with the best results, selected enough for 20 days, and started sending them in a cycle. This way, I didn’t have to worry about creating a new template, and the effect didn’t decrease. It saved time and efficiency. This is an idea for optimizing push copy, and the experiment produced results.

At the same time, when writing push copy, we need to strictly control the number of words, especially considering the maximum number of words that can be displayed when the message is seen on a small-screen mobile phone. For example, if you want to push a message that a supermarket is having a special sale on Friday, you write a very long message "Dear users, don't miss it if you pass by, the supermarket is having a special sale this Friday", and push it to a small-screen phone. The user only sees one line "Dear users, don't miss it if you pass by", and the rest of the message is not displayed. In this case, your push message has failed.

No matter what kind of copy you use, you must remember to express it clearly, which is the first priority. Of course, you also need to adopt some copywriting skills. Since the words in the pushed copy are generally not many, it is a good choice to use clickbait titles appropriately, such as words like "you'll regret it if you don't read it, shocked", etc. However, clickbait titles should not be used multiple times in a row, as they can easily cause user disgust. If you have good copywriting skills, you can also try to instill some sentimental elements in users. For example, when selling melons, you can say “sweeter than first love”, or when promoting Nut mobile phones, you can use the copy “not beautiful enough to be powerful”, and many users will pay for it.

Step 3: Prepare your data analysis table

This is the last step in pushing the required skills, data analysis.

In fact, this is not difficult to understand. Many companies’ push backends will have corresponding data, and you will definitely be able to understand it. Among all the statistics, the one that needs the most attention is the conversion rate . We need to optimize channels and copywriting based on the conversion rate to enhance the effect and ensure that your conversion rate can be increased. Of course, if the company's backend does not have the data you need, you should consider asking the technical staff to add and count it.

Finally, the push function has both advantages and disadvantages. Long-term and too frequent pushes will harass users. Therefore, before pushing, you also need to pay attention to the user's active time and the frequency of pushes to ensure that users do not feel disgusted. And when you have done everything well, push will naturally help you complete a large part of your operational tasks and indicators.

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