How to use good news to push for app La Nieu, retention, and promotion

As the most important operational means of mobile app product operation, Jpush message pushes by more and more application vendors, in the era of information flooding mobile Internet, mobile app installs more and more, the small mobile phone screen receives more and more messages every day, standing in the user's perspective to think, Would you look at every push?

Jpush messaging is the best channel for app operations to help product operators achieve their operational goals more efficiently, while blindly pushing is counterproductive. App message push has several features:

① is large, the number of users is the amount of push coverage. If an app has 50 million active users and has been granted user authorization, then the full push can reach 50 million users at a time, which is more than the amount of media transmission.

② precision, message push audience is already download installs and uses the app the user, is the message pushes most wants to affect the target user, compares the other media channel to need the layer filtering in order to reach the target user.

③ free, the initiative to push the message is in the hands of the manufacturers, as long as the Android, IOS, WAP protocol rules to push, it is not necessary to spend any cost.

Of course, free also brings abuse, how to control the Jpush message push "degree" is a course that every app operator needs to learn.

The impact of message push on app operations

Benefits

1. Increase the activity of the product. Most product operators are carrying Dau, Mau such KPIs, active users are the fundamental app survival, there are users to bring value to the product. Now that there are so many apps on the user's phone, removing the strong demand, message push is a great way to get special attention from the user and turn on app activation.

2. Drive the function module usage rate. Many product managers like to do addition to reflect their own value, according to the 28 rule, 80% of users will only use the app about 20% of the function point, while the remaining 80% of the function module usage needs to be a means for operators to enhance user awareness, guide the use.

To share a successful case of Aurora push, Aurora pushes not only provides the ideal push solution for the precious web. From other perspectives, whether it is the right person to recommend the message, Chat message reminders, offline activity reminders, or point-to-point message push to remind users of the new version of the app updates, are easy to meet the needs of the love network for message push. They have a large amount of data and a large number of members, if they build a push system themselves, will put a lot of pressure on their system, Aurora in this respect to give their data management is very ideal solution. They need the management console to easily manage these complex data. In addition, whether they have any technical or non-technical doubts, the Aurora push will provide them with professional support and services in a timely manner. This is one of the cases in which I personally think it is more successful. The wine is also afraid of the alley deep, users of the new function point of the initiative to find the desire is very low, and message push is a guide users to focus on and use the experience of the way.

3. Increase user viscosity. "Viscosity" is an important measure of user loyalty, message push to a certain extent can become part of the app content services, as an example of the news category, the first time for major news push push can greatly promote user attention, improve user usage, user loyalty.

4. Wake up the sleeping user and increase the retention rate. In the process of user operation, wake-up sleeping users, retain the loss of users, to improve the retention rate of users are important, appropriate message push can effectively wake up this part of the sleeping user.

unfavorable

1. Disturb the user, incur uninstall. Not every person holding a imperial sword can use the sword. Some of us have seen apps that push 5 messages a day and are all unsolicited information. If users can find the close channel OK, once angered users inevitably incur uninstallation.

2. The user becomes numb to the push message. There is a threshold theory in sociology, there have been some example of the trigger point of male desire, the period of the Republic of China when women in cheongsam sat down vaguely can glimpse shining white thigh, can trigger a lot of people's desire, ah Q and small nun said two words will be able to cool three days, now face full screen of Ooxx, will sigh uninteresting. Because constantly look at a film, virtually improve the male desire trigger point, this is the threshold theory. Also in the message push, blindly mass push the user is not interested in content, users will become numb, naturally to your app to create a psychological shield. When you push back to truly valuable content, users will turn a blind eye.

3. Product loss of user trust. User download use represents the trust of the app, overdraft this trust will inevitably lose the user's goodwill.

User psychological response model in message push

message push target: become the user's personal assistant

message Push principle: Push the right content at the right time

How does the product operator use the good news to push the app to La Nieu, retain, and promote live?

1. Segment Message Push object, random push full amount

First of all, to establish a user database, the user characteristics, regions, preferences to refine, this part of the account system to guide users to actively select, but also through the user behavior of Big data analysis to establish a user model. Only for Beijing's welfare activities, only pushed to the users in Beijing area, the unreasonable push to Guangdong users did not become a pull hatred.

At the same time can also be combined with third-party push functions, such as smart push, the use of push platform to provide user tags, combined with their own user database data, can also achieve fine operation, but then the function of the good will also be used, just know but not to concrete practice is useless.

We are sure to have such a question at present to do a third-party push service platform has what, I personally think in the domestic first to do cloud push service platform of a company (Aurora push) to now I personally think it is pretty good, we can understand.

2. respect the user and give the initiative back to the user.

Respect the user the first step is to take the initiative of the choice back to the user, the premise of the message push is that the user fully trust the app to give the authorization, like the mail subscription, the user has the right to unsubscribe, otherwise it will block your mail source. In the above message push When the user psychological response model, the user encountered an offensive message, will first think of shutting down the message, or even the authorization to turn off the message push, this time to respect the user's choice, otherwise, when the user can not find the closed entrance, will only uninstall the app, directly leading to user churn.

3. the time to push the message back from the scenario where the user accepts the information

Now the app push mechanism is controlled by the service side of the push platform, which needs to be grasped correctly in the push time.

First of all, do not push messages in the middle of the night, unless it is the prediction of earthquakes, the impact of user rest and so on the user to form a disturbance is not friendly behavior.

Second, from the user's use of the scene, choose the appropriate push time. Take the weather app as an example, usually the user will be out in the morning to know the weather conditions, temperature changes, so the best time to push the weather app is the morning.

Another example of a browser, every year before the big browser manufacturers have started to rob tickets, will inevitably involve to the user to push the ticket to the calendar, then rob the ticket calendar of the push time in the morning appropriate? Think carefully about this use of the scene, 12306 of the ticket time from 8 o'clock in the morning, until the day to rob the ticket users need to rob the ticket, will not give users a sudden unprepared feeling? Users need to prepare in advance to grab ticket equipment (mobile app, faster speed computer, trustworthy browser, etc.), so choose the night before the push is more appropriate?

4. Push the content that the user is interested in

Always only push the user interested, and choose the user's psychological positioning in line with the content. The subscription model is worth being consulted, why do you receive so many messages every day but users won't resent it? Because these are the content that the user actively subscribes to, the subscription represents the interest, the interest will be opened to see, is such logic. Why say to choose with the user's psychological positioning in line with the content, if a music app pushes news all day, users will feel that this is trickery, this product-independent message pushes short-term will bring traffic benefits, but in the long term to destroy the product in the user's psychological positioning, outweigh the value.

5. How often messages are pushed based on frequency of use

Tool-based app users may open only once a day, and social app users will open more than 20 times a day, which is the frequency difference of product type decisions. The user mentality has a balance value, just the right message push frequency will let the user unknowingly to the app formation dependence. Social apps can be pushed more frequently, because users expect to receive messages from their friends the first time, and the tool-based app pushes with usage and frequency, usually no more than one per day, while content-based apps don't need to be determined by time, and when a user subscribes to a TV show with new episodes, Then the first time to send the message to the user. Everything with user experience as the center of the operation of the multiplier.

6. follow up: Try to boot the app to keep the user experience friendly

From the app manufacturer's point of view, all messages are pushed to the user to open the app for the purpose, then the user opens when the user wants to see the interface? There are a lot of app push is the activity information, but the point of entry is the app home page, users also have to spend energy to find out where the entry of the activity pages, this is the unfriendly user experience, to a certain extent, the user's enthusiasm to open the message.

How to use good news to push for app La Nieu, retention, and promotion