Traditional Culture Encyclopedia - Travel guide - How to do push
How to do push
Message push is a double-edged sword. Using good news push can effectively help APP improve important indicators such as activity and retention. If used improperly, it may cause resentment among users and lead to loss of users. To push messages well, APP can start from the following four directions:
1. Push time
First, try to push when the user is free. The purpose of push is to guide users to click to activate the APP. Only when users have time to view your push content can they click. Generally, push times can be selected on the way to work in the morning, during the lunch break after lunch, on the way from get off work in the evening, and after dinner before going to bed. Secondly, different types of APP users have different usage time periods, and operators can customize the push time according to the APP type. For example, we found that social APP users are more active between 9-10 am and after 10 pm; e-commerce APP users are more active between 12 noon and 10 pm; information APP users are generally less active. Concentrate on 7 a.m. to 10 a.m.; live broadcast APP users are most active between 10 a.m. and 12 p.m., so choosing to push during the time period when users are more active can achieve twice the result with half the effort. In addition, user portraits can also be used to assist in refining the push time.
2. Control push frequency
First, determine the push frequency according to the type of APP. For example, users of tool APPs will only open 1 to 2 times a day, and the number of pushes should be controlled within 2 times. optimal. Social networking, live streaming, and information apps are opened more frequently every day. If you only push one message a day, you may lose users. Therefore, controlling the push frequency is critical to improving user stickiness. The second is to control the time interval between the two push messages: If you need to push multiple messages every day, you should pay attention to the push time interval. If the time interval is too short, it will cause interruption and non-time-sensitive messages. Generally, the push interval between the two messages before and after is controlled within More than two hours.
3. Push copy
1) Push content in user tone: Push copy is the most direct factor affecting click conversion. High-quality copy can greatly increase the conversion rate of push. . What is push content in user tone? For example, a social-type APP may push a copy to the user when the user has not used it for a long time: "Ah! So you are here too, let's chat." After the user clicks in, he will find this Messages are actually just prompts automatically generated by the system when someone follows you. However, when receiving such messages, users will most likely click on it, which captures people’s curious nature.
2) Use popular keywords: You can embed keywords with celebrities, numbers, regions, popular events, etc. into the content to attract users' attention and stimulate their desire to click. For example, "Where do people who earn 5k a month go to play?" and "Where do people go when they are traveling on a budget?" Generally speaking, the click rate of the first article will be much higher than that of the second article.
3) Unique prompt sound: Generally, the prompt sound of APP is the system default. With the widespread use of push notifications, many users will not pay attention even if they know that push notifications are coming. In this regard, the APP can modify the push notification sound during the development process. If your push notification sound is very identifiable, and users will know it is your push as long as they hear the sound, then the probability of them paying attention to the push will increase.
4) Rich media push: If you appropriately use rich media content such as pictures, videos, and audios in your push content, it will also add a lot of color to the copywriting.
4. User grouping
The principle of user grouping is to push the right messages to the right people. How to judge what the right people are? ① You can use the data generated during the operation of your own APP. For example, e-commerce APPs must have data on user shopping preferences. Group A likes sportswear, so sportswear promotions can be pushed to group A. ② By cooperating with third parties such as GeTui message push, refined user grouping can be achieved. GeTui message push provides thousands of user portrait tags, including user attributes, interest preferences and other dimensional tags, and provides hierarchical and refined push for newly registered, silent, active and other target users.
If you are interested in GeTui message push, you are welcome to register for free in the GeTui Developer Center.
Push message function
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