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如何使用手机推送通知减少应用流失
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In the early stages of a mobile app launch, rapid growth is a key priority. 用户获取是市场成功的坚实基础, and while acquisition remains an important metric throughout an app’s lifecycle, the emphasis should shift towards user retention for long-term traction.

可以说, building a loyal customer base is far more valuable than acquiring the occasional apathetic user. Leveraging mobile app push notifications properly is paramount for uplifting and maintaining retention rates.

为实现这一目标, this post will describe how to reduce app churn by implementing push notification best practices to engage and convert users into long-term, 忠实的顾客.

 

选择转换

Messaging opt-in rates directly correlate with heightened user retention. Push notifications open direct lines of communication with your audience from which you can encourage activity and re-engage inactive users. 但, 为了刺激行动, 用户需要同意接收来自您的消息, 这本身就是一项艰巨的任务. Most people have enough activity happening on their phones and often decline push notifications unless they see the value in receiving them. 

推广应用的价值主张越早越好. 从应用商店公告开始, you can advertise both the app’s generic value as well as the advantages of opting for push notifications. It’s essential to remember a user is thinking about how messaging will benefit their experience and not your marketing strategy.

Another tactic involves a straightforward, albeit creative first impression. iOS为推送通知权限提供了一个默认对话框. More often than not, this advantageous tool does not reach its full potential. 为用户提供通用的, 而且通常没有想象力的请求不会引起兴趣, 这种信息传递方式也不能激励行动.

For the best results, initiate your onboarding strategy with a splash page. This extra screen is prime real estate for communicating how push notifications will 增强整体用户体验. An interactive walkthrough can effectively define the core functionality of push notifications. If a user completely understands the personal benefits of app push notifications, 选择加入成功的可能性显著增加.

 

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时间就是一切. Putting off the initial request with an interactive and contextual splash screen affords you time to evaluate a user’s interest in your app. This way, you can advertise mobile app push notifications at the most opportune moment. 如果用户同意在pre-ask启动页面接收通知, 然后你可以引导他们到官方对话框. 如果用户拒绝推送通知, wait until they familiarize themselves with the application before requesting permission a second time.

 

使用推送通知减少应用流失率

一旦用户同意接收推送通知, 你可以提供战略, 上下文相关的信息. 这里有几个指导方针可以帮助你有效地利用推送.

 

质量而不是数量

The type of app you have and the nature of service/experience it provides will – at least in part – dictate notification frequency. 在某些情况下,少即是多. 这与你发送通知的频率无关, 而是关于你什么时候发送以及它们提供了什么类型的价值. If you’re sending too many notifications to users who don’t find them useful, 他们会选择不通知,甚至更糟, 恼怒到完全停止使用该应用程序.

Leanplum 强调副本在所有消息传递中都很重要, 但创造力对于提供高质量的推送通知至关重要. 在他们的一个 博客文章 they outline several attention-grabbing push notification strategies that add value to user experience. 所有提到的推送策略都有效地使用了行为触发器, 交互性, 个性化和创造力. A key takeaway is the importance of personalization in targeting messaging.

 

用户分类

当提到推送通知时,环境才是王道. 并不是所有的用户都可以归入一个类别. The type of messaging each user receives should be based on past preferences, 行为, 以及与应用程序的互动. Using in-app data will allow you to properly segment users into appropriate groups to provide relevant and contextual messaging.  

随着时间的推移,营销人员已经注意到细分的好处.  Users are far more likely to engage with push notifications when the copy directly relates to them. 细分对潜在客户转化率也有积极影响. Leads are 3 times more likely to complete a conversion when the messaging is user-specific.

 

给用户他们想要的

With user segmentation and analytics you can determine which users are likely to find particular messaging useful. As a result, you can decide which methods drive higher engagement rates on a user to user basis. Personalizing the notification to provide content that is relevant to the user is crucial for a successful notification strategy.

说到个性化, 关注用户在应用中的活动是很重要的. This way, you can send content based on what the user finds most relevant. The goal is to encourage a sense of one-on-one communication rather than putting the user on the receiving end of a non-specific broadcast.

个性化的另一个关键策略是使用丰富的通知. 丰富的通知允许您合并文本, 图片, 推送通知中的音频和互动性. 最重要的是, mobile marketers can now add clickable responses within push notifications allowing users to like, 分享或保存特定的内容. This adds another level of functionality allowing users to receive more individual-level value from your app.

正如Leanplum所指出的, 交互性 amplifies the engagement and retention factor of push notifications. When users have the ability to interact with messages the experience becomes more meaningful, 个人和迷人.  

 

重新接触

Push notifications are hugely beneficial when it comes to re-engaging users who have dropped out of the conversion funnel, 或者以其他方式脱离. 重复用户粘性是任何手机营销策略的重要组成部分, 一次又一次, 严重依赖于个性化. 适当使用推送通知的重新参与策略, 行为模式在赢得用户方面发挥着巨大的作用. 如实, users withdraw for a reason and sending them a multitude of irrelevant messages will likely make them withdraw further.

 

跟踪参与指标

有很多 追踪应用成功的关键用户粘性参数 这可以帮助你留住用户, 改进推送消息和细分, 通过改进提高用户忠诚度和活跃度.

使用像购买频率这样的维度, 位置, 设备, and more can help you determine what’s working and what isn’t in your app. 的推送通知, 您可以使用这些数据来改进个性化, 调整和测试消息传递, 并提高终身价值(LTV)和收益.

While tolerance for push notifications varies from app to app and user to user, leveraging push using the guidelines above can help you reduce app churn, 让用户参与, 驱动长期使用, 并最终提高每个用户的LTV. Using analytics to determine when and what to communicate to your users can significantly improve engagement and retention rates, 帮助确保应用的成功.

 

 

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