Izici Eziphezulu Zokusebenza Okubalulekile Kwe-Push Isaziso Engagement

Izici zesaziso sohlelo lokusebenza lweselula

Sezadlula izikhathi lapho ukukhiqiza okuqukethwe okuhle kwakwanele. Amathimba wokuhlela manje sekufanele acabange ngokusebenza kwawo ngokusatshalaliswa, futhi ukuzibandakanya kwababukeli kwenza izihloko ezisematheni.

Uhlelo lokusebenza lwemidiya lungathola kanjani (futhi ligcine) abasebenzisi balo bahlanganyele? Wenza njani yakho amamethrikhi aqhathaniswa nezilinganiso zomkhakha? UPushwoosh uhlaziye imikhankaso yesaziso se-push yezindawo zezindaba eziyi-104 ezisebenzayo futhi ukulungele ukukunikeza izimpendulo.

Yiziphi izinhlelo zokusebenza zemidiya ezibandakanya kakhulu?

Ngokwalokho esikubonile kwa-Pushwoosh, ama-metric ezaziso eziphoqayo anikela kakhulu empumelelweni yohlelo lokusebenza lwezindaba ekuzibandakanyeni komsebenzisi. Okwethu kwamuva cindezela ucwaningo lwamabhentshimakhi wesaziso wembule:

  • Isilinganiso isilinganiso sokuchofoza (CTRYezinhlelo zokusebenza zemidiya ingu-4.43% ku-iOS naku-5.08% ku-Android
  • Isilinganiso isilinganiso sokungena ingu-43.89% ku-iOS naku-70.91% ku-Android
  • Isilinganiso imvamisa yokuphusha imiyalezo kuphusha okungu-3 ngosuku.

Siphinde sasho ukuthi, ekugcineni, izinhlelo zokusebenza zemidiya ziyakwazi ukuthola:

  • 12.5X ngaphezulu amanani wokuchofoza ku-iOS naku-13.5X CTR aphezulu ku-Android;
  • 1.7X ngaphezulu amanani wokungena kuma-iOS naku-1.25X amanani aphezulu wokungena ku-Android.

Kuyathakazelisa ukuthi izinhlelo zokusebenza zemidiya ezinamamethrikhi wokubandakanya abasebenzisi aphakeme kakhulu anemvamisa efanayo yesaziso sokuthumela: zithumela ama-3 aqhutshwa nsuku zonke, njengesilinganiso.

Izici ezi-8 Ezithonya Ukuzibandakanya Komsebenzisi We-Mobile App 

Izinhlelo zokusebenza zemidiya eziholayo zikuthola kanjani ukubandakanya abafundi bazo ukuthi ngempumelelo? Nawa amasu nezimiso eziqinisekiswe ngucwaningo lwePushwoosh.

Isici 1: Ijubane Lezindaba Lilethwe Push Izaziso

Ufuna ukuba owokuqala ukusakaza izindaba - lokhu kunengqondo ngokuphelele, kepha ukuqinisekisa kanjani lokho?

  • Sebenzisa isivinini esikhulu isaziso sokucindezela ubuchwepheshe bokuletha izexwayiso zezindaba eziyi-100X ngokushesha kunokumaphakathi

Kusuka kokuhlangenwe nakho kwethu, lapho izinhlelo zokusebenza zemidiya zisheshisa ukulethwa kwazo kwezaziso zohlelo, zabo Ama-CTR angafinyelela ku-12%. Lokhu okungenani kuphindwe kabili kwesilinganiso esikuvezile esifundweni sethu sedatha.

  • Sakaza i- inqubo yokuhlela ngokuthumela izaziso zohlelo lokusebenza

Qiniseka ukuthi ukukhuthaza okuqukethwe ngokudlulela kuyashesha futhi kulula ubani ethimbeni lakho lohlelo lokusebenza lemidiya. Khetha isoftware yesaziso evumela ukusabalalisa izindaba nokufundwa okude kungakapheli umzuzu - ngaphandle kokwazi ukufaka ikhodi. Ngokuhamba konyaka, kungakusindisa izinsuku eziyisikhombisa ezigcwele zokusebenza!

I-Factor 2: I-Custom Opt-in Prompt yezaziso ze-Push

Nali iqhinga elilula: buza izethameli zakho yiziphi izihloko bangathanda ukwaziswa ngakho esikhundleni sokubuza ukuthi bafuna ukwamukela yini iyiphi izaziso kube bonke.

Lapho, lokhu kuzoqinisekisa isilinganiso esiphakeme sokungena kuhlelo lwakho lokusebenza. Okulandelayo, lokhu kuzovumela ukwahlukaniswa okuningi kwe-granular nokuqondiswa okuqondile. Ngeke kudingeke uzibuze ukuthi okuqukethwe okukhangisayo kuyafaneleka yini - abafundi bazothola kuphela okuqukethwe abazinikele ukukuthola! Njengomphumela, amamethrikhi wakho wokuzibandakanya nokugcinwa kwakho azokhula.

Ngezansi kunezibonelo ezimbili ezijwayelekile zokubhaliselwa kokubhaliswa okukhonjiswe kuhlelo lokusebenza lwe-CNN Breaking US & World News (ngakwesobunxele) nohlelo lokusebenza lwe-USA Today (ngakwesokudla).

uhlelo lokusebenza lweselula isiko lokukhetha ukuthumela imiyalezo 1

Qaphela, noma kunjalo: ngenkathi ufuna ukukhula i- ihlukaniswe kahle isisekelo sabasebenzisi abakhethe ukungena, ungahle ungafuni ukunweba uhlu lwababhalisile bakho besaziso se-Push ngazo zonke izindlela.

Ucwaningo lwedatha lwe-Pushwoosh lukhombisile ukuthi isilinganiso esiphakeme sokungena akusona isiqinisekiso sokuzibandakanya okuphezulu komsebenzisi nokuxhumana kwakho.

I-Mobile App Messaging Opt-in ne-CTR isilinganiso sokuqhathanisa i-iOS vs Android

Ukuthatha? Ukwehlukaniswa kuyisihluthulelo, ngakho-ke ake sihlale kukho.

Isici 3: Ukuhlukaniswa kwesihlukanisi somsebenzisi we-Push

Ukukhulisa ukuzibandakanya kwezithameli zabo, izinhlelo zokusebenza ezihola phambili zemidiya zikhomba izaziso zazo ngokuya ngemfanelo yomsebenzisi (ubudala, izwe), izintandokazi zokubhalisile, ukusetshenziswa kokuqukethwe okwedlule, nokuziphatha kwesikhathi sangempela.

Kokuhlangenwe nakho kwethu, nansi indlela abanye abashicileli abakhulise ngayo ama-CTRs abo ngama-40% ngisho nama-50%.

Isici 4: Ukwenza ngokwezifiso Isaziso Sokucindezela

Ukuhlukaniswa kuyasiza wena bona izintshisekelo zokufunda kwakho. Ukwenza ngezifiso, okwamanje, kuyasiza izithameli zakho bona uhlelo lwakho lokusebenza lwemidiya phakathi kwazo zonke ezinye.

Enza ngendlela oyifisayo yonke into yezaziso zohlelo lwakho lokusebenza lwemidiya ukuze uqashelwe - kusuka esihlokweni kuya emsindweni okhombisa ukulethwa komyalezo wakho.

uhlelo lokusebenza lweselula imiyalezo eyenziwe yaba ngeyakho 1

Izinto zesaziso se-push ezingenziwa ngezifiso

Faka ukuthinta okungokomzwelo ngama-emoji (uma kufanelekile) futhi wenze ngezifiso ukunikezwa kokubhalisile ngokuqala ngegama lomsebenzisi. Ngokuqukethwe okunjalo okunamandla, izaziso zakho zohlelo lokusebenza zingathola ukukhushulwa okungu-15-40% kuma-CTRs.

Izibonelo Zokwenza Umlayezo Weselula

Izibonelo zokuphusha okwenziwe kwaba ngokwakho okungathunyelwa yizinhlelo zokusebenza zemidiya

Isici 5: Isikhathi Sokwazisa Push

Ngokwezibalo esihlanganisiwe ePushwoosh, ama-CTR aphakeme kakhulu avela ngoLwesibili, phakathi kuka-6 no-8 pm isikhathi sendawo sabasebenzisi. Inkinga ukuthi, akunakwenzeka ngezinhlelo zokusebenza zemidiya ukuhlela zonke izaziso zazo zalesi sikhathi esiqondile. Imvamisa, abahleli abakwazi ukuhlela izexwayiso zabo zokucindezela kusengaphambili - kufanele bahambise izindaba uma sezenzekile.

Lokho noma yiluphi uhlelo lokusebenza lwemidiya olungakwenza, noma kunjalo, ukuthola isikhathi lapho abasebenzisi bayo bathambekele kakhulu ekuchofeni kuzaziso bese bezama ukuletha imibono nokufundwa okude ngaleso sikhathi. Izeluleko ezimbalwa zokuphumelela:

  • Cabanga ngezikhathi zesikhathi zabafundi bakho
  • Setha amahora athule ngokufanele
  • Amafreyimu wesikhathi sokuhlola we-A / B namafomethi ahanjisiwe
  • Buza izithameli zakho ngqo - njengohlelo lokusebenza lwe-SmartNews olwamukela abasebenzisi abasha ngomyalo wokubhaliselwe obuza ukuthi bakhetha ukuthola ukusunduza nini

pooshwoosh lokusebenza push isaziso imiyalezo 1

Le yindlela imidiya yohlelo lokusebenza engaxazulula ngayo inkinga ngezaziso ezingakafiki isikhathi nezingacishiwe, ukunciphisa ukuphuma nokukhulisa ukubandakanyeka komsebenzisi.

Isici 6: Imvamisa yesaziso se-Push

Lapho kuphusha kakhulu uhlelo lokusebenza lwemidiya, ama-CTR aphansi awatholayo - futhi okuphambene nalokho: uyakholelwa ukuthi lesi sitatimende siyiqiniso?

Ucwaningo lwedatha lwePushwoosh luveze ukuthi imvamisa yokwazisa i-Push ne-CTR akuncikile komunye nomunye - kunalokho, kukhona ukuhlangana okungahambi kahle phakathi kwamamethrikhi amabili.

uhlelo lokusebenza lweselula lucindezela imvamisa yesaziso 1

Icebo ukuthi, laba ngabashicileli abancane bokuthumela ukusunduza okuncane ngosuku - ezimweni eziningi, abakwazi ukuthola ama-CTR aphezulu ngoba abakutholanga ukuqonda okwanele kokuthandwa yizithameli zabo. Abashicileli abakhulu, kunalokho, bavame ukuthumela cishe izaziso ezingama-30 ngosuku - kepha-ke, hlala ufanelekile futhi uzibandakanya.

Ngokusobala, imvamisa ibalulekile, kepha kufanele uzame ukuthola inombolo efanelekile yansuku zonke yokuphusha yakho uhlelo lokusebenza lwemidiya.

I-Factor 7: iOS vs. Android Platform

Uke waqaphela ukuthi ama-CTRs aphakeme kangakanani ku-Android kune-iOS? Lokhu kungenxa yokuthi umehluko phakathi kwe-UX yamapulatifomu.

Ku-Android, ukusunduza kubonakala kakhulu kumsebenzisi: zihlala zinanyathiselwe phezulu kwesikrini, futhi umsebenzisi uyazibona njalo lapho ediliza idrowa lesaziso. 

Kokuphusha kwe-iOS kubonakala esikrinini sokukhiya kuphela - lapho idivayisi ivuliwe, ukuphusha kuyafihlwa esikhungweni sezaziso. Futhi ngezici ezintsha zikhawulela izaziso ku-iOS 15, izexwayiso eziningi zizophuma ekugxileni kwabasebenzisi.

Qaphela ukuthi i inombolo yabafundi ongahlanganyela nabo ngezaziso zohlelo lokusebenza ku-iOS naku-Android kuzohluka kuye ngezwe.

E-UK, iphesenti labasebenzisi be-iOS lidlule isabelo sabasebenzisi be-Android kuphela ngoSepthemba 2020, futhi manje izethameli zamapulatifomu weselula acishe alingane.

E-US, noma kunjalo, Abasebenzisi be-iOS badlula inani labanikazi bedivayisi ye-Android ngo-17% ozinzile.

Lokhu kusho ukuthi ngezinombolo eziphelele, uhlelo lokusebenza lwemidiya lungathola abasebenzisi abaningi be-iOS abasebenza e-US kunase-UK. Gcina lokhu engqondweni uma uqhathanisa amamethrikhi akho wokuzibandakanya emazweni ahlukile noma ukwenza umaki.

Isici 8: Ukutholwa vs Ukuzibandakanya AmaTweaks

Idatha ye-Pushwoosh kukhombisa ukuthi ama-CTRs aphezulu lapho uhlelo lokusebenza lwemidiya lunababhalisile abangu-10-50K bese kuba ngu-100-500K ababhalisile.

Ekuqaleni, ukubandakanyeka komsebenzisi kukhuphuka lapho i-newsletter ithole ababhalisile bayo bokuqala be-50K. Uma uhlelo lokusebenza lwemidiya luqhubeka nokugxila ekunwetshisweni kwezithameli, ama-CTRs ehla ngokwemvelo.

Kodwa-ke, uma umshicileli ebeka phambili ukuzibandakanya komsebenzisi kunokutholwa komsebenzisi, bangaphinda benze i-CTR yabo ephezulu. Ngesikhathi uhlelo lokusebenza lwemidiya luqoqa ababhalisile abangu-100K, imvamisa luye lwenza uhlu lwezivivinyo ze-A / B futhi lwafunda kahle okuthandwa yizethameli zazo. Umshicileli manje usengasebenzisa ukuhlukaniswa kokuziphatha ukukhulisa ukubaluleka kwezaziso ezisatshalaliswa namazinga wokuzibandakanya.

Yiziphi Izindlela Zokucindezela Izaziso Ezizogcina Abafundi Bakho Bahileleke?

Unohlu lwezinto ezithuthukise ukuzibandakanya komsebenzisi ngezaziso zohlelo lokusebenza zemidiya eziyi-104. Iziphi izindlela ezizofakazela ukuthi ziphumelela kakhulu kuwe? Ukuhlolwa nokuhlolwa kwe-A / B kuzotshela.

Yenza isu lakho lisuselwe ekuhlukanisweni nasezimisweni ezenziwe ngezifiso. Qaphela ukuthi hlobo luni lokuqukethwe olubandakanya abafundi bakho kakhulu. Ekupheleni kosuku, izisekelo zobuntatheli zisebenza ekukhangisweni kohlelo lokusebenza lwemidiya nakho - konke kumayelana nokuletha imininingwane efanelekile kubabukeli abafanele nokugcina bebandakanyekile.

I-Pushwoosh iyipulatifomu yokuzenzekelayo yokumaketha evumela ukuthunyelwa susa izaziso (iselula nesiphequluli), imilayezo engaphakathi nohlelo, ama-imeyili, kanye nokuxhumana okubangelwe yimicimbi eminingi. Nge-Pushwoosh, amabhizinisi angaphezu kwama-80,000 emhlabeni wonke athuthukise ukubandakanyeka kwamakhasimende abo, ukuwagcina, kanye nenani lempilo yabo yonke.

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