How to control the degree of good news push?
| As the most important means of operating mobile APP products, message push is valued by more and more APP manufacturers. In the era of mobile Internet with information flooding, more and more mobile APP applications are installed, and the small mobile phone screen receives more and more message push every day. From the user's perspective, will you read the content of each push? Message push is the most effective channel for App operation. If used properly, it can help product operators achieve operational goals more efficiently. On the contrary, blind push will also have a counterproductive effect. APP message push has the following characteristics: ① The quantity is large. The number of users is the number that can be pushed and covered. If an APP has 50 million active users and all of them have obtained user authorization, then a full push can reach 50 million users, which is greater than the amount brought by media dissemination. ② Accurate. The audience of message push is the users who have downloaded, installed and used the APP. They are the target users that message push most wants to influence. In comparison, other media channels require layers of filtering to reach the target users. ③ Free. The initiative of message push is in the hands of the manufacturer. As long as the push is done in accordance with the Android and iOS protocol rules, there is no need to spend any money. Of course, free also brings abuse. How to control the degree of good news push is a course that every APP operator needs to learn. The impact of push notifications on APP operations benefit: 1. Improve product activity. Most product operators are burdened with KPIs such as DAU and MAU. The number of active users is the foundation of an APP’s survival, and only users can bring value to the product. Nowadays, there are so many apps on users' mobile phones. In addition to apps with strong demand, message push is an excellent way to get users' special attention, open the app and activate it for use. 2. Drive the utilization rate of functional modules. Many product managers like to demonstrate their value by adding things. According to the 80/20 rule, 80% of users will only use about 20% of the functional points in the APP, and the usage rate of the remaining 80% of the functional modules requires operators to use certain means to enhance user awareness and guide usage. Taking Baidu Maps as an example, Baidu Maps is now a service cluster that integrates map query, route navigation, and O2O services (food, taxis, hotels, group buying, attractions, etc.), but the vast majority of users still only use Baidu Maps for map query. Even good wine needs no bush. Users have little desire to actively discover new features, and message push is a way to guide user attention and usage experience. 3. Increase user stickiness. "Viscosity" is an important indicator to measure user loyalty. Message push can, to a certain extent, become a part of APP content services. Taking news APP as an example, pushing important news in the first place can greatly promote user attention, increase user usage rate and user loyalty. 4. Wake up dormant users and improve retention rate. In the process of user operation, awakening dormant users and retaining lost users are of great significance to improving user retention rate. Appropriate message push can effectively awaken these dormant users. unfavorable: 1. Disturb users and cause uninstallation. Not everyone who holds the Imperial Sword can use it well. I once saw an APP push 5 messages a day, and all of them were information that I did not actively pay attention to. It would be fine if users can find a way to shut down the app, but once users are angered, they will inevitably be uninstalled. 2. Users become numb to push messages. There is a threshold theory in sociology. Someone once used the trigger point of male desire as an example. In the Republic of China era, when women sat down in cheongsam, you could vaguely glimpse their white thighs, which could trigger the desire of many people. Ah Q could feel happy for three days just by talking to the little nun. Nowadays, people would feel it is boring when faced with a screen full of OOXX. Because of constantly watching porn, the trigger point of male desire is virtually increased, which is the threshold theory. Similarly, in message push, if you blindly push a large amount of content that users are not interested in, users will become numb and naturally develop a psychological blockage to your app. When you push truly valuable content again, users will ignore it. 3. The product loses user trust. Users downloading and using the app represents their trust in it, and overdrawing this trust will inevitably lead to the loss of user favor. User psychological reaction model when pushing messages Message push goal: to become a close assistant for users Message push principle: to push the right content at the right time How do product operators push APP messages? 1. Segment the recipients of message push and do not push all messages at will. First, we need to establish a user database and refine user characteristics, regions, and preferences. This part can be used to guide users to make active choices through the account system, or to establish a user model through big data analysis of user behavior. If the welfare activities are only targeted at Beijing, they will only be pushed to users in Beijing. If they are pushed to users in Guangdong without any reason, it will just attract hatred. 2. Respect users and give the initiative back to them. The first step to respecting users is to give them the initiative of choice. The premise of message push is that users fully trust the APP and give authorization. Just like email subscription, users have the right to unsubscribe, otherwise your email source will be blocked. In the above user psychological reaction model when receiving message push, when users encounter offensive messages, they will first think of closing the messages or even closing the authorization for message push. At this time, the user's right to choose must be respected. Otherwise, when users cannot find the way to close the message, they will have no choice but to uninstall the APP, which will directly lead to user loss. 3. Infer the time when the message is pushed based on the scenario in which the user receives the information. Today's APP push mechanisms are all controlled by the server, and the push timing needs to be correctly controlled. First of all, don’t push messages in the middle of the night, unless it is an earthquake forecast. It is unfriendly to disturb users’ rest or cause disturbance to users. The second is to choose the appropriate push time based on the user's usage scenario. Taking weather apps as an example, users usually want to know the weather conditions and temperature changes for the whole day before going out in the morning, so the best time to push weather apps is in the morning. Let’s take the example of browsers. Every year before the New Year, major browser manufacturers start to offer ticket-grabbing activities, which inevitably involves pushing ticket-grabbing calendars to users. So is it appropriate to push the ticket-grabbing calendar in the morning? Consider this usage scenario carefully. The ticket release time of 12306 starts at 8 am, and users are not prompted to grab tickets until the day of the ticket grab. Will this give users a feeling of being caught off guard? Users need to prepare ticket-grabbing equipment in advance (mobile phone APP, computer with fast internet speed, reliable browser, etc.), so would it be more appropriate to push it the night before? 4. Push content that users are interested in. Always push only content that users are interested in and choose content that matches the user's psychological positioning. WeChat’s subscription model is worth referring to. Why do users not feel annoyed when they receive so many WeChat message notifications every day? Because these are contents that users actively subscribe to, and subscription means interest, and if you are interested you will click to read them, that's the logic. Why do we need to choose content that is consistent with the user's psychological positioning? If a music app pushes news all day long, users will feel that it is a false reputation. This kind of news push that is unrelated to the product will bring traffic benefits in the short term, but in the long run it will destroy the product's psychological positioning in the user, which is not worth the loss. 5. Determine the frequency of message push based on frequency of use. Users of tool-type apps may only open them once a day, while users of social apps will open them more than 20 times a day. This is the difference in usage frequency determined by product type. There is a balance value in the user's mind. The right frequency of message push will make users become dependent on the APP unknowingly. Social apps can push messages more frequently because users want to receive messages from friends as soon as possible; tool apps push messages based on usage scenarios and frequency, usually no more than one message per day; content apps do not need to be decided by time. When a new episode of a TV series subscribed by a user is updated, the user will be notified as soon as possible. All operations centered on user experience will achieve twice the result with half the effort. 6. Subsequent actions: Try to guide users to open the APP and maintain a friendly user experience. From the perspective of APP manufacturers, all message pushes are aimed at getting users to open the APP. So when users open the APP, is the interface they enter the interface they want to see? There are many apps that push event information, but when you click on it you will be taken to the app’s homepage. Users have to spend time looking for the entrance to the event page. This is an unfriendly user experience and to some extent dampens users’ enthusiasm for clicking on messages. |
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