Application push, don't put the user "push" annoying!

Abstract: Introduction: Social games often can be seen quickly to help me! The ranch is out of order! Push, this simple to call back the user and send the push is also ineffective and easy to make users tired. As an important mobile phone application operation means, push the more

Lead: In social games you can often see "Come and help me!" There's something wrong with the ranch! Push, this simple to call back the user and send the push is also ineffective and easy to make users tired.

As an important mobile phone application operation means, pushed more and more by the hand tour operators pay attention to, but the investigation found that many operators do not seem to have a good understanding, the use of this technique, today Gamelook and you share a push 5 truths and 5 misunderstandings.

Before the formal start, briefly introduce the value of mobile phone push. According to data published by Flurry, the average smartphone user spends 2.5 hours a day looking at mobile phones, and 86% of the time (about 2 hours and 09 minutes) users are using apps.

The proportion of smartphone users ' use time

And hints airship 500 million times in the past 6 months, data statistics show that the user retention rate that allows the system to send a push is significantly higher. The 6th month is the push feature on the user retention rate of 25%, and push off the user retention rate is 13%.

User Retention Rate comparison

These two sets of data clearly show how the push function of the smart machine is beneficial to a product. Let's go to the bottom of the story and talk about the 5 truths and 5 myths that have been pushed.

Truth one: The user is not bored with the push function itself

According to the problem of how to treat the push function, 10,000 users were surveyed, and the results showed that 80% of the users said they would not reject the push function. There is not much difference in age, but female users are more susceptible to personal interests and moods.

Percentage of users willing to receive push

Truth two: Push will also lead to user uninstall risk

23% of users have the experience of uninstalling the app because of the system push. This means that the push function will also become an opportunity for users to uninstall. The results showed that younger users tended to have less resistance to push, while women around the age of 40 were most tolerant of push. The reason is that women in this age group are mostly housewives, and they need information and intelligence of different channels than other types of people.

Percentage of men and women of all ages due to push and unload app users

Truth three: 35%~50% users allow the system to send a push

App first started, there are 35%~50% users to allow the system to send a push, and the "media" recognition of the highest, on average 50%, "game" is relatively low, on average 35%, entertainment for 45%, sports for 48%

All kinds of app systems push the recognition degree

Truth four: The push feature on users will often use the app

Push features on users often use the app's tendency is more obvious, and in the game app, push the user on the average number of users to start the 27 times, and push the user off the average number of users to start the evil 20 times.

Monthly average number of app launches

Truth four-2: Push makes user retention rate rise

Regardless of whether the push function is turned on or not, the "media" app, which has a similar app startup rate, still improves the user retention rate. 6 months later, in the "News" app, the user retention rate on the push function was 50%, and the user retention rate for push off was 31%. On the "game" app, these two numbers are 14% and 9%, respectively.

Truth Five: The retention rate is not related to the number of tweets

Many operators are very concerned about the number of push to send how much can most effectively guarantee the user retention rate. The actual data show that the user retention rate and the number of push sent not much relationship, it is important not to send a few times, but to send what content.

Red for push function off user, blue for push function on user, horizontal axis for push number, longitudinal axis for retention rate

Misunderstanding one: In short, push to send to all users

Send the same content to the user's push is not good, when the user received so many times without the goal of the push will gradually become bored. "Candy Smash Legend" users can set "before the next launch game will not accept the push", such a design allows users to be pushed when the same choice.

Misunderstanding two: In short, first use push to shout users

Social games can often be seen "Come help me!", "There's something wrong with the ranch!" Such a push, this simple to call back the user to send the push is also ineffective and easy to make users tired. The smarter approach is to push information and intelligence that is good for the user, such as qualifying activities.

Misunderstanding three: no time of push

This is a better understanding, first of all must avoid the user sleep time. This is done better with "NHK Red and White," the app, it will be in the performer's debut a few minutes before the user message push. In addition, the issue of push latency can occur in individual cases, and operators are best prepared to test them beforehand.

Myth four: Push and jump pages have no connection

It is also very unwise for the system to push content and have nothing to do with the page that is clicked on. The most common is to click the push message after the user saw the app's portal interface, and push content may still be in the system bulletin.

Mistake five: The performance of Push is invariable

The same is true for mobile users, which is one of the common mindsets of consumers. Many operators don't even know that the tweets are actually possible to change, and the Android system also supports custom beep tones.