Jul 28, 2022
In Welcome to the Arts Forum
What is push notification Message push notification, namely PUSH, is a channel that is often used in the process of product operation in order to increase the user's product stickiness. We often do activity notifications, content update notifications, and status change notifications in PUSH. There are two purposes: Increase user stickiness and promote daily activities; Status notification reduces b2b data user confusion after operating a key node. 2. Advantages and disadvantages compared with SMS and a brief analysis Also as a means and channel to reach users, what are the advantages and disadvantages compared with SMS? 1. The advantages of message push over SMS "Zero" cost; Can quickly wake up the App; Landing diversification within products; It is a longer text form than a text message and can carry pictures. The first two are easy to understand, so what is the Landing diversification within the product? We can use the custom protocol in the App, when the user clicks PUSH, they can jump to any page in the App. If it is a text message, it is difficult to achieve. 2. Disadvantages of message push compared to SMS Once the user closes the push permission, the push will not be received; When the app is installed for the first time, it is easier for users to click wrong permissions; Message push is relatively easy to be ignored by users. So it is not difficult for us to see: message push is still very necessary, so how to solve the three disadvantages just mentioned as much as possible? For [the user will not receive the push once the push permission is turned off] and [it is easier for the user to click the wrong permission when the app is installed for the first time], we can't control the user's wrong click during installation, so we can only click the wrong button when the user clicks. After wrong permissions, the product will notify the user to open it. If the user voluntarily closes the permission, we also need to inform the interest point in the product to urge the user to open it. For the third type, only rely on the content of PUSH itself to catch the user's attention. Therefore, the next point is the focus of the discussion. How to effectively notify users to enable message push in the product? 3. Analysis of several apps that have realized push notification permission prompts The first: NetEase strictly selected From the product point of view, if the core purpose of implementing this function is to enable users to open it, then the user's usage scenario should be considered at this time. Under what circumstances does this pop-up window pop up? 99% of the products on the market are the first page to start the push notification. The reason is that this place is the page where users stay the most and is the entrance to the funnel. NetEase Yanxuan is no exception. The obvious button to open immediately does not give users space to think. However, there is one thing that is not done properly, and there are too many problems. In fact, users are not prepared when they see this prompt. Because this kind of pop-up box is passively triggered, users do not have any psychological expectations. Therefore, the pop-up box itself should be as concise as possible, and the benefits of opening should be explained in concise language. The obvious buttons are easy to operate. Otherwise, what most users do is to close it without looking at it. Take a real-life example: you walk into a shopping mall, and suddenly a person pops up in front of you. You will be startled at this time, and you will avoid it subconsciously. Then maybe the appropriate way is that although a person pops up in front of you, but this person is a beautiful woman with a smile on her face. Therefore, NetEase Yanxuan seems to me that the overall product design is no problem, but there are too many words and the benefits are not prominent enough. It is difficult for users to get the benefits immediately after the pop-up popup. The second paragraph: 58 in the same city Compared with Netease Yanxuan, the functional design of 58.com seems to be much weaker and lacks guidance. Although it gives users space to choose, it does not achieve the purpose of the product itself, and users will have doubts when clicking the button. And the point of interest of the text is the same as saying it. The third paragraph: Sohu News Sohu News does one thing better, and its interests are simple and clear. But it's not attractive enough. If it were me, I might consider combining it with the user's usage habits and reading habits, and combining the copy to hit the user. Similarly, the user will be confused when clicking the button, and the Action setting is not straightforward enough. Item 4: Detective In my opinion, Tantan is the best of this module. The action settings are simple, clear and direct, the points of interest are prominent, and the pictures are closely related to the theme and points of interest. So in my opinion, the design of a good push notification permission prompt opening box should meet the following characteristics: Action is obvious, single, and the desire to click is strong; The text is simple and clear, and the points of interest are obvious; With the pop-up window map, the map can be combined with the point of interest to enhance the entire pop-up frame. 4. Not all apps are suitable for message push notification permission prompt open box I don’t know if you have ever thought about why many first-line apps have been designed with this function, and some have not. So why do some have and some don't? Why do some only pop once, and why do some pop up every time? for example: When the message notification is not turned on, Dingding always displays a column above the chat list for users to turn it on, so why not set it to pop up like the products just analyzed? The most important thing is that it has something to do with the shape and positioning of the product itself. DingTalk belongs to an IM tool. For the boss, it is definitely hoped that employees will turn it on. For many employees, if DingTalk is turned on, the message notification is a kind of Burden, disturbed by endless news every day. Therefore, many people will choose to close it. For this kind of boss's needs and the employees do not accept it, the best way is to be like DingTalk. It will not jump out to tell you every time, but put it in a more obvious position. Well, keep reminding you. Summarize For the message push notification permission prompt opening box, I think it needs to meet a major premise: its own product form and positioning are suitable for the message push notification permission prompt opening box. After opening, it can indeed bring benefits to users, and it will not be disturbed frequently. user. Under the condition that this premise is satisfied, the design of the pop-up window needs to: Action is obvious, single, and the desire to click is strong; The text is simple and clear, and the points of interest are obvious; With the pop-up window map, the map can be combined with the point of interest to enhance the entire pop-up frame.