The way content is distributed has completely changed over the past 20 years. We have gone from information-heavy portal websites, through vertical information websites, lightweight applications, and now push notifications on mobile devices. This article will discuss what an effective push is and how to create an effective push.
Push is very important, there is no doubt that it is a very critical part of UX (user experience), and it is the first stop to contact users.
The number one reason users uninstall apps is inappropriate pushes.
There is a joke: the advantage of push is to remind the user that the app has been installed; the disadvantage of push is to remind the user that the app has been installed.
Therefore, pushing is really not a simple editing process, and the process of sending requires a lot of thinking.
Second, you need to remember a simple truth: every push is pushed to the person, not the phone.
Talking here, we can discuss the key points that a qualified push should pay attention to:
- When: the right time
- Who: Relevance
- What: the accuracy of the content
- Tech: Do it right
When: the right time
Timely push notifications.
respect local time
Some international apps, such as SnapChat and Instagram, have been pushed in the middle of the night before. Now "Wall Street News" often sends me information on US stocks in the middle of the night. We need to respect the local time and minimize this completely unnecessary interruption as much as possible.
Limit the number of times
You can set a reasonable number of pushes, 5 per day is a lot for some apps, and some social apps will push to remind you as long as the information related to you is triggered.
Reasonable priorities can be set. For example, some trigger information must be pushed, and some can be merged and pushed.
Do not send during sleep time
This scene is not unfamiliar: I just fell asleep in the middle of the night, suddenly a "ding dong" sound came, and even if we were very interested, we would be very angry, and then uninstalled the app. Even if I had to reinstall the next day, I would uninstall it now to vent my anger.
This is not much to say, the simplest and most basic principle.
Who: Relevance
It is necessary to maintain user-relevant pushes.
Don't push the same content to everyone
The most valuable pushes are pushes for me. I don't want to accept information that I don't need, no matter how valuable the information is, for me, if I don't read it, it's a disturbance.
Personalization based on historical information
现在互联网的诸多服务都是依据历史记录的，比如：你淘宝买东西会推荐你浏览过的类目信息；你浏览网页时会推荐你相关的产品广告；你买机票会根据你以往的消费信息报给你不同的票价；根据你的地理位置推荐周边的商户。
推送也是如此，可以根据多元的数据来试试个性化的推送。
基于私人信息的个性化
非广播，而是因为某些事件触发的一对一推送，比如一个快递信息，有人和你聊天的信息，获得了一个「喜欢」的通知等等。这些信息是个性化的诠释，及时性在此非常重要。
用推送人的名字
如果你能获取被推送者的名字，那么也会是一个很有效的方法。比如：「赵雷，你的朋友邀请你一起聊聊成都，来加入他们吧。
What：内容精准
这条规则很简单，但做到的人寥寥无几。
16 个字
大多数情况下，16 个字已经足够表达清楚一个事情了。精简你的语言，用最准确的词汇表达，提升用户效率的同事也能够提升 App 的逼格。
相关性
相关性一再被我强调，是因为推送的好坏，时效性和相关性真的很重要，如果要是选一个最重要，那一定是相关性。
相关性代表着价值和粘性，无价值的内容是打扰用户的垃圾信息。
Tech：正确的操作
通过一些技术细节，可以减少用户的打扰，增加用户接受的可能性。
正确的时机要权限
有些 App 你安装了之后就弹出一堆提示，又是找你要通话权限，又是通讯录权限，又是推送权限，又是相册权限的，搞得很烦，不管用户会不会点，这都会降低用户对此的使用体验。
而有些 App 的做法是在将要使用这个权限的时候才会，这种技术细节会给 App 增色不少。
使用第三方服务
不要尝试自己做这件事。第三方服务相对便宜，而且他们专门做此服务，肯定是更加的专业。
预加载内容
如果你推送给以为用户一些应用程序里的内容，你应该真的预先加载于可用的 API。当用户打开推送进入 App 会发现 UI 已经准备好了。没有人想看到 Loading 画面。
曝光设置
让你的 App 有不同的应用场景来发送推送，让用户可以选择关闭某些特定场景的推送。此外，您还可以使用通知 API 查看你的用户开启了那些场景。例如：如果他们已经关闭了推送，你可以检测到并告知这些用户推送的好处，唤醒他们重新开启推送功能。
富媒体
- 让推送变得更有趣，为用户带来更多的惊喜。
- 提高转化率、留存率；
- 通知形式多样化，重点内容一目了然；
- 操作简单，无技术要求，降低运营成本。
- 明晰的 Badge 角标
角标非常重要，而角标也是推送集成中的一个坑，不论是 iOS 还是 Android 都要确保应用启动完成是删除角标计数。