How to reduce the uninstall rate after App Push

Why does the uninstallation of APP always increase suddenly after each Push?

APP news push has the characteristics of large coverage, accuracy, and free, so for operators, it is one of the most commonly used methods for APP operation. Proper use can help operations efficiently solve problems and achieve operational goals. However, if the usage method is wrong, blind Push will also bring back effects and cause the APP to be uninstalled.

So how to effectively Push to reduce the uninstall rate after Push?

A successful push needs to meet three dimensions: the right time + the right scene + the copy that meets the needs. So how can we satisfy these three points?

Huawei's intelligent operation is based on precise user grouping, realizing full-link automated marketing reach according to business scenario requirements, combined with integrated effect analysis, to help improve the efficiency and quality of refined operations.

Multi-copy test Push

This method is to test in a small area first, and then push all of them. First, write multiple pieces of copywriting according to needs and user groups, and then randomly select a part of users from the user pool, distribute them equally, and test the effect of the copywriting. This can effectively and quickly find the tonal copy that the user likes, and give the user the right to choose, avoiding partiality and blind self-confidence.

Huawei Smart Operations provides A/B testing. You can select "Test Push Copy" for testing, and select the best copy based on the final test results to create operational activities.

The percentage of the target population can be adjusted according to needs, and the number of experimental groups can be adjusted according to the number of copies.

User personalized Push

Based on the user's personalized needs, pushing the corresponding copy can not only increase the conversion rate, but also meet the user's desire, and increase the user's satisfaction and loyalty to the product. In order to provide personalized push to users, you need to group users and analyze their behaviors in detail.

The audience sources of Huawei Smart Operations are divided into "system", "marketing", "forecast" and "Huawei analysis", with a wealth of crowd tags, which can accurately screen target groups. You can also create audience groups based on different tags or events, support flexible configuration of different marketing activities for different audience groups, and check the activity sent, arrival, conversion rate and other data in real time to help rerun and optimize operational activities .

For example, a game app is concerned with the recall of lost players and the improvement of paid conversions. In response to the recall of lost players, use "30 days of inactivity" to screen the target group, and push game ranking updates during the user's previous active period to recall; in order to improve paid conversions, "high-probability paying users" will be pushed according to their game progress. Props to promote paid conversions.

Push filter deduplication

No matter how accurate your Push is, for most users, if they receive multiple Pushes every day, they will definitely have opinions. Therefore, it is necessary to limit the frequency of line sending, consider the problem of deduplication, and according to product attributes, stipulate that each user receives no more than N Pushes per day. After deduplication, push classification issues need to be considered to minimize user harassment.

Huawei Smart Operations can configure an anti-disturbance strategy, and after reaching the limit of the anti-disturbance strategy, it will no longer send marketing messages to users. For example, a tool APP can configure a user to send at most one message per day in a 30-day period. When there is more than one message, the intelligent operation service will no longer send messages to the user.

You can also perform special list management, and perform corresponding special management operations for users added to the special list. For example, a user who has been added to the blacklist will no longer send marketing messages to this user when performing operational activities; the configured and effective silent strategy, within the silent time range, all messages in this project will fail to be sent.

For more details, please refer to: Intelligent Operation Introduction

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