Umeng Open Day: App push strategy from the perspective of content operation and statistical analysis
| Nowadays, message push is no longer just a quick information delivery tool for developers. More and more operators use message push to improve the activity of their apps. Case studies have shown that the user retention rate of Apps after the proper use of push services can be nearly doubled compared to before use. At the Umeng Open Day a few days ago, Meng Qingyu, the product manager of Umeng's message push, shared the core strategies for using push components from the two levels of statistical analysis and operations. A new dimension of precise push based on statistical analysis: push by activity First, developers need to use statistical data to understand users’ interest tags, geographical distribution, models, versions, channels and other basic information, so as to understand users’ behavioral characteristics, activity, sharing preferences and even payment habits. With this information in hand, we can do some group push based on basic dimensions. Secondly, push different messages to user groups with different levels of activity. For example, a game CP pushed by Umeng once pushed different gift package rewards to three types of players who had been inactive for three days, seven days, and fourteen days, to stimulate players to return and thus improve the game's retention rate. Push strategy based on the operational level: push content that users are interested in in terms of content, form, and timing. The biggest advantage of the message push component is that the initiative is in the hands of the developer. Because of this, it is easy to generate some worthless push notifications, which will cause user disgust. What messages are of interest to users? For example, China has been plagued by severe smog in the past two years, and an app that monitors the air quality index has appeared on the market. It pushes the day's air quality to users in real time every day and reminds users whether they need to wear masks. This kind of push notifications that capture hot topics and meet user needs is a good example. In terms of form, you should choose the corresponding push form according to different content, whether it is pure text push, or audio, picture or video. During the finals of "I Am a Singer" in March this year, singer Sun Nan's temporary withdrawal attracted widespread attention. Baofeng Video promptly pushed a related message, and users could directly watch the finals video after clicking it. According to feedback from Baofeng Video operators, the opening rate of this push message was very high that day. In terms of timing, you should be good at grasping the best time to push. Even when pushing content that users are interested in, you have to choose the right time. For example, YouYaoQi Comics will push comic updates during the time when App users are most active (20:30). Another point is to give users a period of time without disturbance, such as not pushing messages at night and allowing users to choose whether to receive message reminders. Developers can also set the number of messages that users receive per day. It is recommended that the number should not exceed 3-5 to avoid excessive interference to users. Combine content and timing to achieve “on-demand push” as much as possible. Push messages are meant to guide users to better use the product. So, after users open the message, should they be guided to open a specified page to view details, download the episode, or update the App version? For example, The Paper will push news to users at 8:00 in the morning, and users can click on the link to read the details. Perform A/B testing before official push. By first selecting a small group of target people for testing, you can test the message opening rate and optimize the push effect; in addition, it can also effectively avoid accidental push accidents. At the Guangzhou Open Day, Xiao Enai co-founder Zhong Chao also mentioned that the most important thing in product operation is to consider issues from the user's perspective and to know what users really want, rather than considering the operation KPI. What is important is how to serve your users well and how satisfied they are. These can be perceived from the background data. Following the first-tier cities of Beijing, Shanghai, Guangzhou and Shenzhen, Umeng's open day has also entered cities such as Suzhou, Hangzhou and Xiamen where a new batch of entrepreneurs have gathered. On April 16, Mayu CTO Qian Zili will share their practical experience in improving retention rate at the Xiamen station. |
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