Ukumakethwa Kwamaselula Nethebulethi

Izici Eziphezulu Zokusebenza Okubalulekile Kwe-Push Isaziso Engagement

Sezadlula izikhathi lapho ukukhiqiza okuqukethwe okuhle kwakwanele. Amaqembu abahleli manje kufanele acabange ngokusebenza kahle kwawo kokusabalalisa, futhi ukubandakanyeka kwezithameli kuyisihloko sezindaba.

Uhlelo lokusebenza lwemidiya lungabathola kanjani (futhi lugcine) abasebenzisi balo bahlanganyele? Wenza njani yakho amamethrikhi uma kuqhathaniswa nezilinganiso zomkhakha? I-Pushwoosh ihlaziye imikhankaso yokwazisa nge-push yezitolo zezindaba ezisebenzayo ezingu-104 futhi isilungele ukukunikeza izimpendulo.

Yiziphi Izinsiza Zemidiya Ezibandakanye Kakhulu?

Kusukela kulokho esikubonile kwa-Pushwoosh, amamethrikhi ezaziso zohlelo lokusebenza anikela kakhulu empumelelweni yohlelo lokusebenza lwemidiya ekubandakanyekeni komsebenzisi. Okwethu kwakamuva ucwaningo lwamabhentshimakhi wezaziso zohlelo lokusebenza uveze:

  • Isilinganiso isilinganiso sokuchofoza (CTR) kuzinhlelo zokusebenza zemidiya ngu-4.43% ku-iOS kanye no-5.08% ku-Android
  • Isilinganiso izinga lokungena ingu-43.89% ku-iOS no-70.91% ku-Android
  • Isilinganiso imvamisa yokuthumela imiyalezo kuphushwa izikhathi ezi-3 ngosuku.

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

  • 12.5X ngaphezulu amanani wokuchofoza ku-iOS nama-CTR angu-13.5X aphezulu ku-Android;
  • 1.7X ngaphezulu amanani okukhetha ukungena ku-iOS namazinga okungena aphezulu angu-1.25X ku-Android.

Kuyathakazelisa ukuthi izinhlelo zokusebenza zemidiya ezinamamethrikhi aphezulu kakhulu okuzibandakanya komsebenzisi zinemvamisa yesaziso sohlelo lokusebenza olufanayo: zithumela ukuphusha oku-3 nsuku zonke, njengesilinganiso.

Izinto Ezingu-8 Ezithonya Ukubandakanyeka Kwabasebenzisi bohlelo Lokusebenza Lomakhalekhukhwini 

Izinhlelo zokusebenza ezihamba phambili zemidiya zifinyelela kanjani ekubandakanyeni abafundi bazo ukuthi ngempumelelo? Nawa amasu nezimiso eziqinisekiswe ucwaningo lwePushwoosh.

Isici 1: Isivinini Sezindaba Ezilethwa Kuzaziso Zokusunduza

Ufuna ukuba ngowokuqala ukwethula izindaba - lokhu kunengqondo ngokuphelele, kodwa uqinisekisa kanjani lokho?

  • Sebenzisa isivinini esikhulu isaziso sokucindezela ubuchwepheshe bokuletha izexwayiso zezindaba ngo-100X ngokushesha kunesilinganiso

Kusukela kokuhlangenwe nakho kwethu, lapho izinhlelo zokusebenza zemidiya zisheshisa ukulethwa kwazo kwesaziso sohlelo lokusebenza, zazo Ama-CTR angafinyelela ku-12%. Lokhu okungenani kuyisilinganiso esiphindwe kabili kunesilinganiso esisivezile ocwaningweni lwethu lwedatha.

  • Sakaza i- inqubo yokuhlela ngokuthumela izaziso zohlelo lokusebenza

Qiniseka ukuthi ukuphromotha okuqukethwe ngokucindezela kuyashesha futhi kulula kukho ubani eqenjini lakho lohlelo lokusebenza lwemidiya. Khetha isofthiwe yesaziso sohlelo lokusebenza evumela ukusabalalisa izindaba nokufunda isikhathi eside phakathi neminithi - ngaphandle kokwazi ukuthi kufakwa kanjani ikhodi. Ngokuhamba konyaka, ingakongela izinsuku zokusebenza eziyisikhombisa ezigcwele!

Isici sesi-2: Ukwaziswa Kwangokwezifiso Kokungena Kwezaziso Zokusunduza

Nali iqhinga elilula: buza izethameli zakho yiziphi izihloko bangathanda ukwaziswa mayelana esikhundleni sokubuza ukuthi bayafuna yini ukuthola iyiphi izaziso kube bonke.

Khona manjalo, lokhu kuzoqinisekisa izinga eliphezulu lokungena kuhlelo lwakho lokusebenza. Okulandelayo, lokhu kuzovumela ukuhlukaniswa kwegranular okwengeziwe nokukhomba okunembe. Ngeke kudingeke uzibuze ukuthi okuqukethwe okukhuthazayo kuyahambisana yini — abafundi bazothola kuphela okuqukethwe abazinikele ukukuthola! Ngenxa yalokho, ukuzibandakanya kwakho nokugcinwa kwamamethrikhi kuzokhula.

Ngezansi kunezibonelo ezimbili ezijwayelekile zokwaziswa okubhaliselwe okuboniswa kuhlelo lokusebenza lwe-CNN Breaking US & World News (ngakwesokunxele) nohlelo lokusebenza lwe-USA Today (ngakwesokudla).

uhlelo lokusebenza lweselula ngokwezifiso ze-optin imiyalezo 1

Qaphela, nokho: ngenkathi ufuna ukukhula a ihlukaniswe kahle isisekelo sabasebenzisi abakhethe ukungena, ungase ungafuni ukwandisa uhlu lwababhalisile bakho bezaziso zohlelo lokusebenza ngazo zonke izindlela.

Ucwaningo lwedatha yePushwoosh lubonise ukuthi izinga eliphezulu lokungena akusona isiqinisekiso sokuzibandakanya okuphezulu komsebenzisi nokuxhumana kwakho.

Ukukhetha ukungena Kokulayeza Kohlelo Lokusebenza Lweselula kanye nesilinganiso se-CTR sokuqhathanisa i-iOS vs Android

I-takeway? Ukuhlukaniswa kuyisihluthulelo, ngakho-ke ake sihlale kukho.

Isici sesi-3: Isegimenti yomsebenzisi we-Push Notification

Ukuze kwandiswe ukubandakanyeka kwazo kwezithameli, izinhlelo zokusebenza zemidiya ezihamba phambili zikhomba izaziso zazo ngokuya ngezibaluli zomsebenzisi (iminyaka yobudala, izwe), okuthandwayo kokubhaliselwe, ukusetshenziswa kokuqukethwe okwedlule, nokuziphatha kwesikhathi sangempela.

Kokuhlangenwe nakho kwethu, lena yindlela abanye abashicileli abakhulise ngayo ama-CTR abo ngo-40% ngisho no-50%.

Isici sesi-4: Ukwenza kube ngokwakho Isaziso Sokusunduza

Ukuhlukaniswa kuyasiza wena bona izinto ozithakaselayo zokufunda kwakho. Ukwenza kube ngokwakho, okwamanje, kuyasiza izithameli zakho bona uhlelo lwakho lwemidiya phakathi kwazo zonke ezinye.

Enza ngendlela oyifisayo yonke into yezaziso zohlelo lwakho lokusebenza lwemidiya ukuze uqashelwe — kusukela esihlokweni kuya emsindweni obonisa ukulethwa komlayezo wakho.

uhlelo lokusebenza lweselula imiyalezo yomuntu siqu 1

Izinto zesaziso sohlelo lokusebenza ezingenziwa ngezifiso

Engeza ukuthinta okuthinta imizwa ngama-emoji (uma kufanele) futhi wenze okunikezwayo okubhaliselwe kube ngokwakho ngokukuqala ngegama lomsebenzisi. Ngokuqukethwe okunjalo okunamandla, izaziso zakho zohlelo lokusebenza zingathola ukukhushulwa okungu-15–40% kuma-CTR.

Izibonelo Zokwenza kube ngokwakho Umlayezo Wohlelo Lokusebenza Lweselula

Izibonelo zokuphusha komuntu siqu ezingathunyelwa izinhlelo zokusebenza zemidiya

Isici sesi-5: Isikhathi sesaziso sohlelo lokusebenza

Ngokwezibalo esizihlanganisile e-Pushwoosh, ama-CTR aphakeme kakhulu avela ngoLwesibili, phakathi kuka-6 no-8 p.m. isikhathi sasendaweni sabasebenzisi. Inkinga ukuthi, akunakwenzeka ukuthi izinhlelo zokusebenza zemidiya zihlele zonke izaziso zazo ngalesi sikhathi esinembile. Ezikhathini eziningi, abahleli abakwazi ukuhlela izexwayiso zabo kusengaphambili nhlobo - kufanele balethe izindaba uma sezenzekile.

Okungenziwa noma yiluphi uhlelo lokusebenza lwemidiya ukuthola isikhathi lapho abasebenzisi bayo bethambekele kakhulu ekuchofozeni izaziso bese bezama ukuletha imibono nokufunda isikhathi eside ngaleso sikhathi. Amathiphu ambalwa okuphumelela:

  • Cabangela izindawo zesikhathi zabafundi bakho
  • Setha amahora okuthula ngokufanele
  • Amafreyimu wesikhathi sokuhlola we-A/B namafomethi alethiwe
  • Buza izethameli zakho ngokuqondile — njengohlelo lokusebenza lwe-SmartNews olwamukela abasebenzisi abasha ngomyalo wokubhaliselwe obuza ukuthi bakhetha ukuthola nini ukusunduzwa
uhlelo lokusebenza lweselula lwe-pooshhoosh imiyalezo yesaziso sohlelo lokusebenza 1

Lena indlela uhlelo lokusebenza lwemidiya olungaxazulula ngayo inkinga ngezaziso ezingafika ngesikhathi nezingachofoziwe, lunciphise ukuphuma futhi lwandise ukuzibandakanya komsebenzisi.

Isici sesi-6: I-Push Notification Frequency

Lapho kuthunyelwa uhlelo lokusebenza lwemidiya, ama-CTR aphansi abawatholayo - futhi okuphambene nalokho: uyakholelwa ukuthi lesi sitatimende siyiqiniso?

Ucwaningo lwedatha yePushwoosh luveze ukuthi imvamisa yesaziso sohlelo lokusebenza kanye ne-CTR azincikile komunye nomunye - kunalokho, kukhona ukuhlobana okuguquguqukayo phakathi kwamamethrikhi amabili.

imvamisa yesaziso sohlelo lokusebenza lweselula 1

Iqhinga liwukuthi, laba abashicileli abancane abathumela ukusunduza okuncane kakhulu ngosuku - ezimweni eziningi, abakwazi ukuthola ama-CTR aphezulu ngenxa yokuthi abakakutholi ukuqonda okwanele kokuthandwa yizithameli zabo. Abashicileli abakhudlwana, ngokuphambene, bavame ukuthumela izaziso ezingaba ngu-30 ngosuku — kodwa, hlala ubalulekile futhi uheha.

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

Isici 7: iOS vs. Android Platform

Uke waqaphela ukuthi ama-CTR ngokuvamile aphakeme kangakanani ku-Android kunaku-iOS? Lokhu kungenxa yomehluko phakathi kwe-UX yezinkundla.

Ku-Android, ama-push abonakala kakhulu kumsebenzisi: ahlala ethe njo phezulu esikrinini, futhi umsebenzisi uyawabona njalo uma edonsa idrowa lezaziso. 

Ku-iOS ukuphusha kubonakala kuphela esikrinini sokukhiya — uma idivayisi ivuliwe, ukuphusha kuyafihlwa esikhungweni sezaziso. Futhi ngezici ezintsha ezikhawulelayo izaziso ku-iOS 15, izexwayiso eziningi zizobe zingekho ekugxilweni kwabasebenzisi.

Qaphela ukuthi i inombolo yabafundi ongazibandakanya ngezaziso zohlelo lokusebenza ku-iOS futhi i-Android izohluka ukusuka kwelinye izwe kuye kwelinye.

E-UK, iphesenti labasebenzisi be-iOS lidlule isabelo sabasebenzisi be-Android ngoSepthemba 2020 kuphela, futhi manje. izethameli zamapulatifomu eselula zicishe zilingane.

Nokho, e-US Abasebenzisi be-iOS baningi kunabanikazi bedivayisi ye-Android ngokuzinza ngo-17%.

Lokhu kusho ukuthi ngezinombolo eziphelele, uhlelo lokusebenza lwemidiya lungathola abasebenzisi abaningi be-iOS ababandakanyeka e-US kunabase-UK. Gcina lokhu engqondweni uma uqhathanisa amamethrikhi akho okuzibandakanya emazweni ahlukene noma ukwenza ibhentshimakhi.

Isici sesi-8: Ukuthola Kuqhathaniswa Nokushintshwa Kokubandakanyeka

Idatha ye-Pushwoosh ibonisa ukuthi ama-CTR aphakama uma uhlelo lokusebenza lwemidiya lunababhalisile abangu-10–50K bese kuba ngu-100–500K.

Ekuqaleni, ukusebenzelana komsebenzisi kukhula lapho isitolo sezindaba sesithole ababhalisile bokuqala abangu-50K. Uma uhlelo lokusebenza lwemidiya luqhubeka nokugxila ekwandiseni izethameli, ama-CTR awehla ngokwemvelo.

Kodwa-ke, uma umshicileli ebeka phambili ukuzibandakanya komsebenzisi ngaphezu kokutholwa komsebenzisi, bangaphinda badale i-CTR yabo ephezulu. Ngesikhathi uhlelo lokusebenza lwemidiya luqoqa ababhalisile abangu-100K, ngokuvamile lusuke lwenze uhlu lokuhlolwa kwe-A/B futhi lufunde kahle lokho okuthandwa yizithameli. Umshicileli manje angasebenzisa ukuhlukaniswa kokuziphatha ukuze akhulise ukuhambisana kwezaziso ezisabalalisiwe kanye namazinga azo okuzibandakanya.

Yiziphi Izindlela Zokwazisa Zokusunduza Ezizogcina Abafundi Bakho Bahlanganyele?

Unohlu lwezinto ezikhuthaze ukusebenzelana kwabasebenzisi ngezaziso zohlelo lokusebenza zemidiya eziyi-104. Yiziphi izindlela ezizobonakala ziphumelela kakhulu kuwe? Ukuhlolwa nokuhlolwa kwe-A/B kuzosho.

Misa isu lakho ezimisweni zokuhlukaniswa kanye nokwenza kube ngokwakho. Qaphela ukuthi hlobo luni lokuqukethwe olubandakanya abafundi bakho kakhulu. Ekupheleni kosuku, izinto eziyisisekelo zobuntatheli zisebenza nasekukhangiseni kohlelo lokusebenza lwemidiya - konke kumayelana nokuletha ulwazi olubalulekile kuzithameli ezifanele nokuzigcina zibandakanyeka.

I-Pushwoosh iyinkundla yokumaketha eneziteshi eziningi evumela ukuthumela susa izaziso (iselula nesiphequluli), imilayezo yangaphakathi nohlelo, ama-imeyili, nokuxhumana okucushwe yimicimbi eminingi. Nge-Pushwoosh, amabhizinisi angaphezu kuka-80,000 emhlabeni wonke akhulise ukusebenzelana kwawo namakhasimende, ukugcinwa kwawo, kanye nenani lempilo yonke.

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