The key to activating users is to deeply understand product functions and guide users to experience the core value of products. In this regard, the push function is one of the simple and convenient solutions. By pushing events and promotional messages, users are attracted to click, thereby improving user engagement and retention rate.
In the process of pushing messages, we may encounter these problems: multiple push messages of the same application are folded, stereotyped message push style, limited number of push items, incomplete label dimensions, etc. These problems will make it difficult for the application to convey information efficiently and accurately.
How does Huawei Push user growth service solve these problems? Let's find out the answer in Discovery's 20th live broadcast of "Growth Road, Quick Hands"!
【Live Playback】
Huawei Developer Academy-Discovery live broadcast: the road to growth, fast hands (huawei.com)
【Wonderful dialogue】
Q1: What is the core value of Push user growth service?
Winify : Huawei's Push user growth service not only provides users with a high-quality notification reading experience, but also helps apps achieve user growth.
Rich styles and just the right time to reach . Huawei's Push user growth service provides apps with advanced styles such as background image replacement, title color change, small image display on the right, and drop-down notification bar display. It is exposed at a fixed time to grab users' attention, allowing a single exposure to bring explosive traffic growth and quickly increase user conversion.
Push the right content to those who need it . First of all, the Huawei Push user growth service supports flexible access to APIs . Developers can independently send messages to thousands of people based on user portraits/interest tags. Secondly, Huawei Push user growth service also provides various desensitized crowd tags. On the basis of protecting the privacy and data of users and partners, it supports partners to deliver corresponding content according to group preferences.
Operation strategy optimization . The operation team will provide professional operation suggestions based on the characteristics of the application and the information that users expect to receive, conduct user stratification and multiple rounds of A/B push content testing, and select different styles of combination punches; in the future, they will cooperate with Huawei Analytics (HA) to customize tags through joint modeling, screen out high-potential paying users, high-potential conversion users, and predict uninstalled and lost users for the application. It is estimated that the back-end conversion rate will increase by 50%+.
Q2: What is the actual delivery effect of Huawei's Push user growth service?
Todd : To give an example of an e-commerce application , before the "618", an e-commerce application pushed a message with IP/graphic element promotional offers to all users during the pre-payment deposit stage, and the activity of the day, that is, DAU, will increase significantly. Let’s take another example of a life service application: the big promotion node of a food delivery application is the food delivery festival. During this period, the push content is often the red envelope discount of food delivery. According to this feature, Huawei Push user growth service changed the background image of the push style to a light red tone that matches the color of the red envelope, and changed the title to the same red color as the red envelope, which magnified the characteristics of sending red envelopes and caught users' attention. Through the background image replacement + title color change, the combination of these two advanced rights and interests has increased the DAU (daily active users) of the app by 10 times, and led to an increase in the purchase rate.
The diagram is for reference only
Q3: What is the delivery content of Huawei Push user growth service?
Todd : Taking short video apps as an example, in order to make users willing to click on the push message or even stay in the app, in terms of content, it is recommended to optimize current affairs news and gold coin welfare tasks, wake up silent users and low-frequency users, and further clarify the content of user interest, increase the length of time users watch the video, that is, improve the retention effect; in terms of launch timing, if targeting e-commerce paying potential users, you can focus on big promotion nodes, increase single exposure, forcefully promote red envelope activities and product live broadcasts, and increase payment rate and GMV (gross merchandise volume).
The diagram is for reference only
Q4: What new upgrades will Huawei's Push user growth service have in the future?
Winify：
The middle image on the right side of the Push message style increases the display area by 70% : that is, enlarges the pattern, upgrades the small image to a large image, and strives to attract users at the first sight.
One-click notification switch : To solve the pain point of users setting and turning off Push notifications, a function of one-click to turn on Push notification switches is added in the app to realize the second recall, which is estimated to increase the user conversion rate by about 10 times.
Push one-click card plus table : The push message of the application associated with the Hongmeng Universal Card will add a notification prompt of "add card to the desktop", which is convenient for users to view the application information on the mobile phone desktop at any time.
*Data source HMS Core Operational Report
*Estimated value is for reference only
【learn more】
Click on the official website to learn about Huawei Push user growth service
If there is any need to increase, click on the questionnaire feedback to get the electronic version of the "2022 Mobile Application Operation Growth Insight White Paper" and exclusive consulting services for free.
Learn more details>>
Visit the official website of HMS Core Alliance
Obtain the HMS Core development guidance document
Follow us and learn about the latest technical information of HMS Core for the first time~