On-end operations of B-end APP products: resource positions, PUSH

As far as the product operation position of B-side APP products is concerned, the operation within the APP mainly includes the regular operation of resource positions and PUSH.

01 Resource position: natural product advertising position

Resource position : also known as "advertising position", is the natural promotion entrance within the APP. Common resource position types include: splash screen | startup screen, pop-up screen, home page banner, and second floor.

There are also special banners (usually open when there are large-scale events; displayed on the homepage from time to time), dynamic carousels of headlines, hot search words, rankings, homepage icons and bubbles, etc.

1. Splash screen | Startup screen

• Display form: generally in the form of posters, animated pictures, short videos, etc., displayed on the full screen;
• Display path: It can be displayed as soon as the APP opens, usually within a few seconds, and most of the time no more than 2 minutes. Users can ignore the content by clicking "Skip" | "Skip Ad" in the upper right corner;
• Display content: product features, platform activities, content information, etc.
• Visual highlights: The key points of the title should be highlighted in large fonts, and the screen design should be eye-catching enough (for example, the main screen can be designed as a red envelope style, a lottery interface, a coin-scattering scene, or a money-collecting screen);
• Data situation: The exposure is large, and the click rate is generally higher than the pop-up screen and homepage banner, so there is a possibility of users accidentally touching it.

2. Pop-up screen

• Display form: generally in the form of a poster, which is different from the splash screen/boot screen. It is not displayed on the entire screen, but is displayed in the center of the interface in a pop-up window-like form;
• Display path: Pop-ups appear when users open the app. Similar to pop-ups on websites, they are strong interruptions. Users need to manually click × or click on an interface outside the pop-up screen to close it.
• Display content: product features, platform activities, content information, etc., and the latest business can also be promoted;
• Visual highlights: The text should be concise, preferably no more than 10 words per line, and can be divided into lines; the main screen should not be too large; interesting elements can be added (such as music boxes, CD players, movie projectors, camera cards, large turntables, game consoles);
• Data situation: The click-through rate is generally lower than the splash screen | startup screen, and higher than the home page banner.

3. Home page banner

• Display format: generally in the form of small pictures, the most common is a narrow rectangular carousel (there are also rounded rectangles, square tofu blocks and other shapes);
• Display path: often located on the first screen of the homepage, with an eye-catching position and large traffic;
• Display content: product features, platform activities, content information, etc. Most of them are condensed key points + buttons that attract users to click (such as "Get", "Click", "Go to get", "Get now", "Get for a limited time", "Free trial", "Participate now"). You can set a permanent banner for new product features to increase user awareness;
• Visual highlights: Text content is mostly 2 lines, usually title + subtitle | highlights; the layout of the screen elements is mostly compact, often with button icons that guide clicks;
• Data situation: The click-through rate is generally lower than that of splash screen | startup screen and pop-up screen, but its potential exposure cannot be ignored (user browsing UV, length of stay on the page, etc.).

4. Second floor

• Display form: generally in the form of a rectangular wide picture;
• Display path: Located on the home page, users can see the content when they pull down the interface and release it;
• Display content: product features, platform activities, content information, etc., you can be creative (similar to the second floor of Taobao, but the second floor of B-side APP products is more conventional);
• Visual highlights: large titles; elements generally fill the entire canvas;
• Data situation: The click-through rate is 100%, because as long as the user pulls down the homepage interface and releases it, the entrance to the second floor will be opened, which is counted as a click; the current actual situation is that the number of clicks on the second floor = the number of exposures, and there is no such thing as potential exposure.

02 PUSH: A free promotion tool

PUSH is a common tool for product operation. Through PUSH, users can be encouraged to open the APP and become active. It can also attract users to use the product and increase user retention. It can also provide users with functional education, knowledge training, event promotion, etc.

Common PUSH types include: activity type, product type, information type, and automated PUSH based on relationship chain settings on the product side. Activity-based PUSHs mostly promote platform activities to attract user participation; information-based PUSHs mostly share practical information, policy interpretations, and UGC content distribution. Product PUSH focuses on promoting product highlights, introducing product functions, and attracting users to use it.

• Published content: title, subtitle, text, link, and some also have cover images; ps If you want to put a short video or long picture and text, you can first use the website tool to generate a link to the short video or long picture and text;
• Display form: If the APP interface is not opened but the APP message reminder is enabled, the PUSH content can generally be seen in the message bar of the lock screen interface and the open screen interface; after opening the APP, the reminder of unread messages can be seen in "Messages";
• Push frequency: Do not push too many messages, so as not to disturb users and cause them to uninstall the app or turn off message reminders. Generally, one message per day is a normal practice.
• Push time periods: morning when going to work, lunch break at noon, evening when getting off work, and before going to bed. These time periods are the high-frequency time periods for users to use their mobile phones. You can choose the push time according to the situation;
• Target user stratification: You can filter based on basic user attributes, such as age, gender, city, occupation, educational background, etc. You can also filter based on user behavioral characteristics, such as device used, active time period, and active duration. You can also divide based on user life cycle, such as new users, lost users, active users, etc. You can also divide based on product business dimensions, such as intended users, paying users, VIP users, users with (or without) sharing, etc.
• Data verification: number of people covered, number of clicks, click-through rate. Generally speaking, these data are the core data indicators of PUSH. In addition, you can also look at the users who failed to send messages, so you can roughly understand how many users cannot receive messages and what is the sunk cost of PUSH.

It should be noted that in actual work scenarios, resource positions and PUSH are not isolated from each other, nor are they separated from other operational means. Only by combining operations within the APP with event operations, community operations, content operations, SMS operations, customer service, online and offline training, brand promotion and other operational means can a closed business loop of product operations be achieved.

Operations personnel should understand and be familiar with offline business scenarios (especially B-side products), communicate regularly with the product's direct target users, and gain insight into market and business changes.

Author: ^_^

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