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

In app operation, a very common and important method to reduce uninstallation is message push, which includes specific actions that affect app uninstallation.

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As we all know, the cost of acquiring users is getting higher and higher. With the rise of mini programs, users' willingness and cost to download an app, register, and fill in information are also increasing exponentially.

In response to this trend, we should first cater to the needs of new users. For new users, we should simplify the product usage. For old users, we should try our best to prevent them from uninstalling or leaving us.

First, let’s talk about ways to reduce uninstalls, using message push, which is a very common and important method in app operations.

First of all, we need to find out the dimensions that affect the quality of App push, what specific actions are included, and what are the key nodes for App uninstallation.

1. Three key points that affect the 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 type.

(1) Activity notification

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

The operator hopes that users will participate as much as possible. They will be happy if the promotion is pushed 8 times a day. The user's perception, apart from the interest in the activity itself, is the guidance of the copywriting. Therefore, the copywriting should attract the user's attention in the shortest time and stimulate the user.

Click. This type of push is most likely to cause user disgust.

It usually starts with a number + a recognizable interjection such as "Oh my God, I can't believe it".

(2) Information Consulting

Mainly covers knowledge + news apps, usually focusing 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

The 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. Therefore, when determining the copy, we need to think from the user's perspective and think about what kind of content he wants.

Basically use the following 5 points of thinking:

• (1) Word limit for push copy
• (2) Use of punctuation marks, such as “～、》?……”, etc.
• (3) Use of emoji
• (4) Use of numbers
• (5) Use of emotional content in text

To attract users’ attention, you can refer to the AIDA model:

Detailed explanation

3. Push method and frequency selection

A successful push notification meets three dimensions: the right time + the right scene + the copy that meets the needs. So how can we find a way to meet these three points? There are four ways to try:

(1) Multi-copy test push

This method is to first click on the back form, test on a small scale, and then push it to all. First, the operation personnel are required to write multiple copywritings according to the needs and the current product user groups, and then randomly select a part of users in the user pool and distribute them equally.

This method can effectively and quickly find the tone copy that users like. Give the choice to the user, not to the operator or the boss. Avoid generalizing and blindly enjoying yourself.

Example: Push user number 5 million

(2) User personalized push

This method is mostly used for platform/information integration apps. This type of product has many different types of users and inconsistent needs. E-commerce includes Xianyu, Taobao, JD.com, etc. Information integration apps are similar to Zhihu, Jike, etc. Education apps include English Liulishuo, cctalk, etc.

Pushing corresponding copy based on the personalized needs of users can not only improve the conversion rate, but also meet the needs of users and 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 internal messages, emails, text messages, etc. When more and more information needs to be pushed, push rule settings should be added to save the labor costs of operation members and meet the timeliness of information transmission.

It mainly focuses on time nodes + specific user groups + content determined in advance.

(4) Push filtering to remove duplicates

Now that we have explained how to push notifications to users, if a non-IM user receives n push notifications every day, it will be very frustrating even if the user meets the requirements. Therefore, based on the push notifications, we need to limit the frequency, which is basically 1 push notification per day, and no more than 2 push notifications.

After deduplication, we need to consider push grading. Push priorities should be determined to minimize harassment to users.

System-level push is the highest level, mainly focusing on major events. Attention-level push is mainly about information that users pay attention to, such as news types and products available for purchase. The lowest level is operation-level push, which is mainly based on parallel activities. It is not advisable to push too much to avoid user interference.

4. How to choose the push time

The same copywriting will have different effects when pushed to users at different times. At this time, it is necessary to break down the copywriting to see which type of users, and at this time, the main considerations are:

Among them, the most important is the work and rest time. We have two methods to test it.

(1) Browsing by calendar day/week

As the name implies, for a certain page, we need to eliminate many interference factors, such as activities, push notifications, etc., so that browsing behavior is natural. At the same time, through the data selling points of R&D colleagues, we can detect the normal 24-hour PV/UV data of one or more pages.

The purpose of detecting multiple data is to ensure the accuracy of the conclusion. It is much more difficult for other action data to interfere with one page than to interfere with multiple pages.

Through a survey questionnaire, we can detect the user activity time period:

Tips: By checking the pages with the highest user views, we check the pv/uv. Sometimes bugs will be detected. First of all, we all know that uv/pv=1:2-3. Suddenly one day uv/pv=1:4-6, then there may be a problem with this page, either the user can't understand it, or the page can't be refreshed.

(2) Message test

Even after data testing, we still have to try it through actual actions. Although data will not lie, it will hide some information. For example, high user browsing behavior does not mean high paid conversion, so it still needs to go through real testing. What the data allows us to do is to test within an effective time period, rather than blindly choosing time.