Bonus inside | Uncover Huawei's APP message push strategy, easily achieve user growth

As a highly effective marketing tool, Push message push has always been favored by APP operators, especially during key events such as the "Double Eleven" promotion. Accurate and personalized message push strategies play an irreplaceable role in improving user engagement and conversion rates.

In the current prepayment deposit stage, through accurate and personalized message push strategies and optimizing the display style and title of Push messages, promotional information can be efficiently conveyed to the target audience, which can help the APP recall existing users at a low cost and arouse their desire to buy or repurchase behavior, thereby maximizing commercial value.

According to QuestMobile data, by the end of 2022, the scale of China's monthly active mobile Internet users had exceeded 1.2 billion, mobile Internet traffic had peaked, and the growth of new App users had become more difficult.

Activating existing users and shifting user growth strategies to the competition for user usage frequency, usage time depth value and user usage stickiness have become important choices for Internet companies. Push message push is a relatively low-cost means of maintaining users and is one of the most important traffic channels for mobile APP applications. It has the characteristics of accurate delivery and low cost. Through Push means, old users can be retained on their own platforms, reducing customer acquisition costs, improving user stickiness, and thus obtaining more profits.

Push message push strategy optimization and practical operation guide

So, how to optimize the push strategy to increase the open rate, retention rate and conversion rate? No matter what type of notification, only by pushing it in a refined manner, at the right time, in the right scenario, to the corresponding user group, and pushing content of interest, can we provide users with a high-quality notification reading experience, help the App achieve user growth, and effectively extend the product's "altruistic" value.

There are two important points here: one is to increase the "quantity" of push, to ensure that the push is shown to as many target customers as possible, to achieve high exposure and high clicks; the other is to ensure the "quality" of push, to improve the matching degree between push content and users as much as possible, and to achieve high conversion with high-quality content .

1. Appropriate display timing and intelligent delivery: push at the right time to increase message exposure

According to user habits, choose the appropriate push time and frequency. At the same time, optimize the title copy to enhance the attractiveness of the push messages, so that a single exposure can bring explosive traffic growth and quickly improve user conversion.

For example, a news app will display current affairs news from 7 to 9 in the morning and case news from 9 to 11 in the evening for middle-aged men; for middle-aged women, it will display education news from 9 to 10 in the morning and health news from 9 to 10 in the evening. This is because middle-aged men are generally accustomed to browsing news to refresh themselves before work, while women are accustomed to learning about education-related information in the morning; in the evening, middle-aged men tend to pay attention to case news, while women prefer health news as a pastime before going to bed.

2. Diversified notification display styles: enrich message styles to catch users' attention

By using advanced styles such as pull-down notification bar and non-folding, information can be sent and displayed successfully, increasing the "reach rate" and exposure of the message; by changing the background image, changing the title color, adding a small picture on the right, and other novel and eye-catching push titles and pattern styles, you can catch the eye and ensure user clicks.

Image source: Huawei Push User Growth Service Official Website

3. Reach the target group in a refined manner: accurately select users and help achieve conversion results

For different scenarios, we use customized direct delivery, targeting, and RTA delivery to send personalized messages to each individual based on their preferences, ensuring that the target audience is more accurate.

For example, APP users usually come from multiple age groups and industries. Faced with a large number of users who can be pushed, using technical means to deliver personalized messages to each individual will more efficiently achieve the effect of one-click push to the target user group.

4. Personalized copy delivery: content effect testing, customized delivery

Use customized titles and copy that fit the features of the app and what users expect to receive, perform user stratification and multiple rounds of A/B push content testing, and choose a combination of different styles.

For example, an educational information app set up Push messages with different titles and copywriting through AB testing one day in advance.

• Low click-through rate: Title "✔Application Successful", copy: Your exclusive study plan has been generated!
• High click rate: Title "Unread Messages (1)", copy: Friend ** sends you a quality xx course

On the second day, based on the test results such as display volume and click volume, we selected the best ones and delivered them in full, which greatly improved the click-through rate of push messages.

Experts push diagnostic suggestions to help increase user growth

In response to the pain points and needs of improving App user activity, Huawei launched the Push User Growth Service , which provides developers with advanced features such as rich and novel notification display styles, AB testing, etc. Through appropriate display timing and intelligent delivery, it effectively improves the exposure of messages and attracts user clicks, helping Apps reach silent users and users who use the app infrequently.

Image source: Huawei Push User Growth Service Official Website

In order to create better message push strategies and user growth plans, #HuaweiPush用户同比增速服务sincerely invites people in charge of APP products, operations, user growth, etc. from various industries to participate in product-related questionnaire surveys.

Scan the QR code in the picture below and fill out the questionnaire https://996.pm/YNxGe to get the complete electronic version of the "2022 Mobile Application Operation Growth Insight White Paper" and the full set of "Application Industry White Paper" for free! Get 1v1 business consulting services from Huawei Push User Growth Service and its service provider team!