Intelligent operation helps you easily play with message push

Do you know how many users of your app have the Push notification switch turned on? Do you know how many users have successfully completed the action you expected after receiving your Push? Many students do not know the answers to these questions, but they still use Push as the main method of app activation. After posting various styles of Push, the daily activity did not increase. So began to question the role of the Push channel. In fact, Push, as one of the channels to reach users, has a significant effect on promoting activation or conversion. Through the intelligent operation platform analyzed by Huawei, the push effect can be improved based on a comprehensive understanding of the push data.

Conversion rates

Conversion rate is an important indicator to measure operational work, and there is an obvious positive relationship between push click-through rate and conversion rate, so increasing user click-through rate is actually improving operational effects. The core of improving CTR is to solve the relationship between "people, content, time". That is, the corresponding content can be sent to the target population at the right time.

So how can we find the best Push sending strategy for App? Through Huawei Analysis 's intelligent operation and operation platform, you can easily master it.

A/B testing to determine when to send

Different App users have different active times, and different activities correspond to different groups of people. If Push can be sent at the right time, the final conversion effect will be much better than ordinary Push. For example, when a news app pushes hot news at 6:00 pm, the effect will be better than when it is pushed at 12:00 noon.

Through the A/B test timing template of intelligent operation, fill in the same copy into the experimental group and the control group, select different sending times, wait for the completion of the activity, and then you can use the data to determine when the same type of activity is more suitable for push.

*Intelligent operation - A/B test campaign creation page

Multidimensional labels to identify target population

The target groups corresponding to different activities are also different. For Push, selecting the appropriate target group can reduce user disgust and improve the effect of the activity. For example, when the APP needs to send a recall activity for old users who haven’t logged in for the past seven days, it will only be used for this activity. Crowds can send events. So how to determine the target group of activities?

By Huawei analysis intelligent operating platform, can through events, labels and other dimensions Circle the target population activities , through a flexible combination between labels, can further improve the accuracy of the population.

*Intelligent Operation - Audience Management Page

Rich templates to clearly send content

How to determine the content sent by Push is a headache for many operating students. In fact, if you want Push content to promote target conversion, you need to start from the following four points:

attracts : attract users' attention through interest points and visual elements, such as Push sounds, punctuation marks, emoji expressions, numbers, etc.;

understand : the title or keywords of the copy are easy for users to understand, the information structure is clear, more in line with user preferences, and reduces the cognitive cost of users;

Action : Appropriate click behavior cues, such as ">>>", "poke me", "click", etc., guide the user to open;

got : The content must be informative, and users should not feel that it is a headline party.

We still have a long way to go on the road to "push more accurately and push better". Combined with the various capabilities provided by the intelligent operation platform analyzed by Huawei, we can deeply dig into user demand scenarios, and when appropriate, integrate more effective The information is packaged to the user, so that the function of the Push channel can be brought into full play.

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