App promotion and operation: How to reduce the app uninstall rate after push?

App operators all have a pain in their hearts, and they have to deal with this pain themselves every day. Every time they push , they dare not open the backend, and dare not look at the boss. Why is it that every time a push is made, there is a peak in app uninstalls?

So, today let’s talk about how to push to reduce the App uninstall rate.

Problem thinking:

• 1. This question is an open-ended question - it requires detailed implementation, so as to find out the dimensions that affect the quality of App push , what specific actions are included, and what are the key nodes of App uninstallation.
• 2. Refine the problem and find the problem by breaking down the copy , channel , user classification, frequency, landing page, etc. in App push.

1. Three key points that affect app uninstall rate after App push

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2. Determine push scenarios based on push copywriting, sending technology and frequency, and user attribute grouping

1. Push copywriting

Classify push copywriting types, determine company attributes, and then choose the copywriting style and wording. Push types are mainly divided into IM type and sub-IM type. Here we mainly talk about non-IM categories.

(1) Activity notification

The purpose is to tell users that an activity or something important is about to begin and hope that users will participate. To increase user engagement, the contradiction lies in the degree of participation intention between operations and users. Operation hope user

Get as much participation as possible, and be happy only if the message is pushed 8 times a day. The user's perception, apart from interest in the activity itself, is the guidance of the copywriting. Therefore, the copy should attract users' attention in the shortest time possible and stimulate users to click. This type of push is most likely to cause user disgust.

Usually with numbers + recognizable interjections such as "Oh my god, I can't believe it"

(2) Information consulting

Mainly covers knowledge + news apps. It usually focuses on hot current affairs news and personalized subscriptions.

Therefore, this type of push mainly describes an event in concise and clear language.

(3) Product promotion

Its main purpose is to encourage users to make purchases, and it is mostly used in e-commerce and financial products. The purpose is to create a sense of tension for users and guide them to place orders from an emotional perspective.

Usually it is mainly based on tense words such as product brand + about to be sold out / descriptive words such as appearance and practicality.

(4) System prompts

The target users are mainly the owners of the devices, and it displays the upcoming behaviors of the mobile phone system or the behaviors that the owners have done based on the app.

This type of information mainly describes facts, and accuracy of information is the first requirement.

2. How to arouse user interest through push notifications

Push notifications can be roughly divided into the four categories mentioned above, but based on the four categories, the expressions vary greatly. So when deciding the copy, we need to think from the user's perspective.

What kind of content.

Basically use the following 5 points of thinking

1. Word limit for push copy
2. Use of punctuation marks, such as "～、》？……" etc.
3. Emoji usage
4. Use of numbers
5. The use of text emotions

The entire behavioral process of users receiving push notifications should refer to the figure below to improve the conversion rate from each node.

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3. Push method and frequency selection

A successful push message meets three dimensions: the right time + the appropriate scenario + text that meets the needs. So how can we find a way to satisfy these three points? There are four methods to try.

(1) Multi-copy test push

This method is to click the latter formula first, test it on a small scale, and then push it all. First, the operations staff is required to write multiple copies based on the needs and current product user groups, and then randomly select a number of users from the user pool and distribute them equally.

This method can effectively and quickly find the tonal copy that users like. The choice is given to the user, not decided by the operator or the boss. Avoid generalizing and being self-satisfied blindly.

Example: Push user number 5 million

(2) User personalized push

This method is mostly used in platform/information integration apps. There are many types of users for this type of product, and their needs are inconsistent. E-commerce platforms include Xianyu, Taobao, and JD.com . Information integration categories are similar to Zhihu, Jike, etc. Educational categories include English Liulishuo, cctalk, etc. Pushing corresponding copy based on the user's personalized needs can not only improve the conversion rate but also satisfy the user's wishes. Improve user satisfaction and loyalty to the product.

If you want to meet users’ personalized needs, you need to group them and conduct detailed user behavior analysis as the basis for personalized push.

Personalized push must be based on the understanding of the user. Online, it can be based on the app usage path, information browsing, etc., and offline, it can be based on the user's life radius to gain knowledge of the user.

(3) Semi-automatic push

Semi-automatic push has a wide range of applications, including in-station messages, emails, text messages, etc. When more and more information needs to be pushed, it is necessary to add push rule settings to save the manpower costs of operation members while ensuring the timeliness of information transmission. It mainly focuses on time nodes + specific user groups + content determined in advance.

(4) Push filtering and deduplication

Now that we have explained how to push notifications to users, if a non-IM user receives n push notifications every day, he will go crazy even if his needs are met. Therefore, based on the push, we need to limit the frequency, basically 1 post per day, no more than 2 posts. After deduplication, push classification issues need to be considered. Push priorities are determined to minimize harassment to users.

System-level push is the highest level, mainly focusing on major events. Attention-level push mainly pushes information that users themselves are interested in, such as news types and products available for purchase. The lowest level is the operational push, which is mainly based on parallel activities. It is not advisable to push too much to cause user interference.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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