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E-commerce apps facilitate transactions between sellers and buyers and user traffic is a direct indicator of the transaction amount. Therefore, e-commerce apps attach greater importance to their operations than other types of apps in order to attract more users and promote conversion.
Among the different user acquisition channels, the message push plays a significant role, but is one that is always being ignored.
The message push has the advantages of high delivery rate, and the ability to display simple and concise content for users instantly, which makes it easier for users to understand and accept the content. This can improve the e-commerce operations conversion rate and achieve business growth. However, many e-commerce operators will experience the following issue: frequent messaging causes poor tap-through and conversion rates, or even app uninstallation.
In this article, we summarize the problems that e-commerce operators may encounter during messaging and provide a collection of marketing skills for messaging that exploits the features of HUAWEI Push Kit that help resolve the problems. We hope you find it useful for increasing your conversion rate.
Problem 1: Why is the tap-through rate lower than expected for an attractive and competitively-priced product?
Answer: It's because selecting the right audience is key. Only push a product to an audience that really needs it!
Skill 1: Use target audience segmentation to push product messages to the right audience
E-commerce apps provide a large number of products, and each type of product is intended for specific audiences. For example, it is obviously inappropriate to push messages about baby products to college students, and your conversion rates will suffer correspondingly if you do so. In the aforementioned example, you can use the audience segmentation function to filter out users within a specific age range who have browsed baby products before, and then push messages about the release of new baby products to such users. This will help increase your tap-through and user conversion rates.
Skill 2: Precisely push messages to users based on subscribed topics
Pushing products or activities according to user preferences is a way to obtain twice the result with half the effort. With the topic subscription function, you can send messages relating to topics that users have subscribed to, in order to improve the tap-through and conversion rates. For example, sending push notifications to users who have subscribed to the beauty topic about a sale on makeup products, or sending product release messages to users who have subscribed to the pre-sales reminder topic.
Push Kit provides audience segmentation and topic subscription functions for you to classify users by attribute, behavior, and preference, allowing you to precisely push messages with just the right content. Try now by clicking this link.
Problem 2: What can I do if the content of my push messages is not having the intended effect?
Answer: Let data help you choose the best push message content.
Skill 3: Use the A/B testing feature to select the best push message content
Saying the right things in your push messages can make a massive difference on your tap-through and conversion rates. On the other hand, saying the wrong things can prove disastrous for your users. By using the A/B testing function, you can compare the tap-through data for different push messages, and then select the ones with the highest tap-through and conversion rates to push on a large scale.
Skill 4: Add emojis to enrich text
You can add emojis to push messages to make them more eye-catching and engaging.
Thanks to the A/B testing function, you can create multiple test messages with different emojis for different user groups in order to compare their performance. Try now by clicking this link.
Problem 3: Pushing dozens of messages does not increase the tap-through rate, or even causes users to uninstall my app. Why does this occur?
Answer: The content of your messages and their target audience may be correct, but if you push too many messages to users at the wrong time, it may have the opposite of the desired effect.
Skill 5: Configure a messaging schedule and frequency
When and how many times to push messages is an important decision for e-commerce operators. If you send too many push messages to a user at the wrong time, the user will regard the messages as spam, which at best annoys the user and at worst makes the user uninstall your app. Data shows that people use their mobile phones the most during the following times of the day:
1. 09:00 – 10:00: Breakfast and commute to work
2. 12:00 – 14:00: Lunch and noon break
3. 18:00 – 20:00: Commute home and dinner
4. 22:00 – midnight: Relaxing before going to bed
During these times of the day, users are more likely to see and tap your messages. According to available data, mainstream e-commerce operators usually push messages at 10:00 a.m. and 8:00 p.m. You can further pinpoint your push messaging times based on the characteristics of your users, and avoid times when competitor apps push messages to users.
Push Kit's scheduled messaging function allows you to set push tasks in advance, which helps optimize your messaging timing for maximum user engagement.
Skill 6: Intelligently reach users at appropriate locations by using the geofence messaging function
For O2O e-commerce apps, you can use the geofence messaging function to select one or more offline stores. When a user goes near a store, the geofence messaging function will automatically push messages such as product discounts and new releases to the user, encouraging the user to make a purchase. This function also helps increase business for stores that are not in prime locations and facilitates the purchase of new products in newly-opened stores.
When using geofence messaging, select a location and create a geofence with a radius of R meters around that location. When a target user enters, leaves, or stays in the geofence for a predetermined amount of time, a message is sent to the user. You can also use the geofence messaging function to send messages to users when they are near a certain location. Try now by clicking this link.
Skill 7: Push what users care about to improve user loyalty
In addition to the messages about products and activities, you can send logistics update information to users because most of them are eager for receiving products, improving user activeness and loyalty.
As an efficient push channel, Push Kit can send messages in real time even if the app is not started or is not running in the background, so that users can receive messages in a timely manner. Try now by clicking this link.
Future skill: Automated price reduction notifications
When a user receives information that an item they have browsed, bookmarked, or added to their shopping cart is on sale at a discount price, the user's desire to purchase the product will increase. However, there are a large number of products, and each user has their own requirements. Tracking product prices one by one and selecting target audience to push price reduction messages to is a resource- and time-consuming process.
What if you could automatically send messages to target audiences when the price of a product is reduced? The soon-to-be-released automated notification function does just that. Using this function, you can configure an event, and when the event occurs, automatic messaging is triggered. In this way, you can implement intelligent and fast message delivery in multiple custom scenarios, effectively reducing your operations cost, improving users' shopping experience, and maximizing the value of your push messages.
Besides the above, Push Kit also enables you to view a vast amount of push messaging-related statistical data to allow you to trace and analyze the effectiveness of your push messages. All of this will make your e-commerce operations much easier to carry out.
For apps, pushing messages to users is the most direct and cost-effective marketing approach. There are however many details to consider, which may pose a daunting challenge for operations personnel. In this article, we discuss how to increase the revenue brought by pushing marketing messages (as opposed to instant messages or system messages) in terms of return on investment (ROI).
Let's take an app with 1 million daily active users (DAUs) as an example. Its daily messaging cost is about US$2,500, which is calculated using the following formula: Cost on the cloud + Cost for using a push platform or setting up a push platform + Operations personnel or R&D personnel costs.
The formula for calculating the daily messaging revenue is as follows: Number of push times x Number of target users in each push x Delivery rate x Tap-through rate x Average conversion value. The method of calculating the average conversion value varies according to the profit model. For example, for news app with an in-feed ad profit model, the formula for the average conversion value is Average ad impressions x eCPM/1000; for e-commerce apps with a product purchase profit model, the formula for the average conversion value is Purchase rate x Average order amount x Average profit rate.
Based on the industry average, the daily messaging revenue for an app is around US$4500 (3 x 1 million x 30% x 1% x 0.5). In addition, the number of active app users will also be greatly improved through pushing messages, which is not detailed here. Now, let's talk about the elements in the preceding formula one by one.
Number of push times
Generally, an app pushes 2 to 5 marketing messages to a single user every day. However, some apps will push more than 10 such messages, which at best will cause users to disable the app's push messaging permission and at worst uninstall the app. Therefore, it is recommended that a maximum of 3 messages be pushed to a single user per day.
Number of targeted users
Generally, it is not a wise decision to push messages to all users. With user tags, you can select targeted users by intersection, union, and difference, to improve the tap-through rate without annoying users with over-frequent messaging.
Delivery rate
The delivery rate is calculated by dividing the number of received messages by the number of sent messages. The delivery rate will be reduced if users disable an app's push function or there is an error in the push channel.
If users disable the push function, check whether the push frequency is set too high or the message content is not appealing to users. You can remind users to enable push messaging for your app when there are product discounts, when they earn bonus points, etc. instead of simply reminding them every time they open the app.
Messages can be pushed through a third-party push platform, device vendor channel, or persistent connection. Most apps adopt third-party push platforms for messaging because it can provide one-stop push services and offer advantages in terms of integration, customization, and data analysis. However, such platforms cannot guarantee a 100% push message delivery rate.
To ameliorate this, apps can also integrate the push SDKs of device vendors, such as HUAWEI Push SDK and the Xiaomi's push services, so that messages can be pushed through the notification center processes provided by the vendors. This prevents message delivery failure when apps are not running, and ensures delivery rates reach more than 99%.
A persistent connection is not recommended, because it requires a large number of R&D resources, and its process may be stopped by the system.
Tap-through rate
The tap-through rate depends on multiple factors, such as the message content, push style, push time segment, and profile matching.
As the following examples show, push messages can vary greatly in terms of content and appearance. To increase the tap-through rate, you need to think about how to make your message content stand out. For example, you can opt to push content that the user is interested in, display information about product discounts, provide personalized notification sounds, or add symbols such as ">>" to attract users to tap the message. You can also use A/B testing to compare message content and select the best one. Giving your push messages a more interesting look may also help improve tap-through rates.
Traditionally, push messages contain text only with small images or emojis sometimes being added. Nowadays, however, operations personnel are starting to include larger images and even animations, to improve the tap-through rate.
It is recommended that you push messages to users during times of the day when they are most likely to be using their mobile phones, for example, during breakfast and the morning commute (09:00-10:00), during lunch (12:00-14:00), during the commute back home (18:00-19:00), and before bed (21:00-22:00). However, the push time may change if you want to send messages about important events to users. If you are confident about your app's popularity, you can decide when to push messages based on your users' app usage habits.
Pushing messages by user characteristics (such as age, gender, interests, apps recently used, and places users have visited) can also increase the tap-through rate, and reduce user discomfort.
The content that a user sees after tapping a message must be consistent with that displayed in the message. Otherwise, users will have a bad impression of you and your app, and may even uninstall the app. Improving user conversion depends on whether users like the content they see in your apps.
Assume that the current revenue is US$4500 (3 x 1 million x 30% x 1% x 0.5). If the delivery rate increases to 50% and the tap-through rate increases to 3%, the daily revenue will reach US$22,500, a 400% increase, and the annual revenue will increase to US$8.2 million.
Note: All data is for reference only.
For more information about HMS Core, please visit:
HMS - HUAWEI Mobile Services - HUAWEI Developer
HMS (HUAWEI Mobile Services) is a set of applications, services, open devices and cloud functions provided by Huawei for its equipment ecosystem, which can realize efficient development.
developer.huawei.com
To obtain the development guide, please visit: https://developer.huawei.com/consumer/en/doc/development?ha_source=hms1
To discuss with others, please visit our Reddit page at: https://www.reddit.com/r/HuaweiDevelopers/
To download a demo and sample code, please visit: https://github.com/HMS-Core
To obtain help for resolving integration issues, please visit: https://stackoverflow.com/questions/tagged/huawei-mobile-services?tab=Newest
As exercise and health apps have become mainstays, home-based workouts have also become the norm.
However, the sheer number of workout apps in the market has led to fierce competition, which places high requirements for user retention and conversion. To help you fine-tune your operations based on user behavior, Analytics Kit 6.3.0 comes with newly-released exercise and health industry reports that provide in-depth insight on user behavior, which can prove invaluable for optimizing marketing strategies, via data overview, payment analysis, behavior analysis, and community and after-sales information.
1. Overview of Core Indicators
Data overview displays basic user data such as the numbers of total users, new users, active users, and paying users. Clicking Add filter, you can view these data by platform, app name, user attribute, and audience.
*For reference only
2. Payment Analysis, Helping You Monitor Member Payments and Course Sales
Membership operations and payment conversion are also key components of operations. On the Payment analysis tab page, you'll be able to get a clear sense of member payments and course sales via indicators such as the number of new paying members, revenue from paying members, percentage of users who pay for membership, course revenue, and top 10 courses.
*For reference only
*For reference only
3. Behavior Analysis, Allowing You to Quantitatively and Scientifically Analyze Data Indicators
How do we evaluate the contribution rate of each ad slot or determine which products in the app are most popular? How about the effects of each promotion activity? The Behavior analysis tab page answers these questions as it presents the number of ad slot clicks, completion rate of activity goals, number of activity sharings, as well as data related to course analysis and activity conversion analysis. For example, you can view the contribution rate of each ad slot to determine the amount of traffic they attract, and then optimize the allocation of resources accordingly.
*For reference only
*For reference only
4. Community and After-Sales Analysis, Boosting Your User Stickiness via Feedback
Community and after-sales analysis displays user performance based on the following data: the numbers of active users in the community and in each section, sections that new posts belong to, post sharing channels, and the average number of times each user contacts customer service. This is enormously helpful, since the community and after-sales modules are frequently used by users, and community contents and posts also effectively reflect user retention. For example, through the number of active users in each section, you can determine which sections are most active, and then ramp up promotions there, or recommend these sections on the home page to boost user stickiness.
*For reference only
Last but not least, based on the event tracking templates for the exercise and health industry, you can improve the quality of data collection and the efficiency of event tracking to implement the industry's digital and intelligent transformation.
To learn more, click here to get the free trial for the demo, or visit our official website to access the development documents for Android, iOS, Web, and Quick App.
Path analysis can be enormously useful, since it displays the status of app usage and provides data support for continuous app iterations. Generally speaking, user preferences are analyzed based on various event nodes within a session. However, for an app with multiple channels through which it obtains business, due to a large number of event tracking configurations, behavior paths can be so complex that the Sankey diagram is unable to clearly display differences in user behavior.
To resolve this challenge, Analytics Kit 6.3.0 provides a page path analysis model, which takes each page as a conversion node. Focusing on abnormal pages with high churn rates, path analysis can help deepen your understanding of user requirements for page redirection to enhance user experience.
1. Streamlining the User Behavior Path
Path analysis used to be complex. Take a shopping app for instance. To analyze the key conversion path of the purchase, you would need to define the following events: View products, Add to shopping cart, Start check-out, and Complete payment. This is because the user may have performed a series of operations, including searching for products, viewing product details, and viewing comments, prior to making the purchase. To learn about the complete behavior paths and optimize user experience, you would have to track different events related to different pages.
* Session path analysis, for reference only
Therefore, the workload of developers could be overwhelming. Meanwhile, for product and operations teams, the path analysis Sankey diagram formed by a large number of events proved to be so complex that they can hardly quickly locate nodes where users are more likely to churn. Fortunately, this issue can be solved by page path analysis, since it can help you quickly determine the causes of user churn from a general overview down to the details, thanks to a simplified Sankey diagram that clearly shows the page redirections.
Different from session path analysis that takes events as nodes, page path analysis takes pages as the minimum nodes. It breaks down complex behavior paths into pages, helping you first find pages with abnormal churn rates, and then locate specific events responsible for such churn rates.
* Page path analysis, for reference only
For example, if the churn rate from the payment page to the payment completion page is high, and the payment completion rate is below expectations, consider the following questions: If users give up making payments, which pages will they go to instead? Are there any similarities among these users? If a high proportion of users return to the product details page from the payment page, then the design of the payment page may be suboptimal. Therefore, aspects like coupon usage and order details display would need to be optimized during app iterations.
This method of locating churn nodes from pages to events makes it easy for you to find the conversion nodes responsible for the high churn rates.
2. Focusing on Frequent Page Redirections for App Iterations
The desire for a better user experience is the driving force behind app iterations. With the page path analysis model, you can obtain in-depth insight into user requirements, as indicated by various behavior paths, to explore new possibilities for app iterations.
For example, in a community app, users usually browse the home page before browsing the search result page and details page. Using page path analysis, if you find that the rate of users returning to the search page from the details page is high, it may indicate that they have questions or encounter contents of interest when browsing the details page. Therefore, when making iteration plans, you can consider adding hyperlinks to related keywords to provide additional information users are interested in.
In addition, if users frequently switch between two pages, you may need to consider the connection between the two pages. You can combine them into a single page, which can be an effective way to make browsing your app more efficient.
In general, the page path analysis model can help you explore user requirements for page redirections and create iterations that maximize your app's value.
To learn more, click here to get the free trial for the demo, or visit our official website to access the development documents for Android, iOS, Web, Quick App, HarmonyOS, and WeChat Mini-Program.
HMS Core Health Kit unlocks atomic data for developers. After obtaining user consent, your app will then be able to read, add, modify, or delete users' health and activity data by calling Health Kit APIs. To begin with, you will need to first apply for test scopes from Health Kit, to access this data before your app is released. Here I have listed some problems that I have encountered during the application, as well as their solutions. I hope you find this helpful.
After I send an application to Health Kit, how long will it take for my application to be reviewed?The review takes about 15 workdays, and you will be notified of the result via SMS and email. If your application is rejected, modify your materials according to the feedback, and then submit your application again. The second review will take another 15 working days. Please check your materials carefully so that your application can pass the review as soon as possible.
Can I apply for accessing Health Kit as an individual developer?According to the privacy policy, individual developers can apply for accessing Health Kit to read/write basic user data (such as step count, calories, and distance) if your app is intended for short-term research, development, and testing purposes. But please note the following:
During application, you have to specify when your project or testing ends. Relevant personnel will revoke the scopes in due time.
You do not have access to advanced user data (such as heart rate, sleep, blood pressure, blood glucose, SpO2, and other health data).
After your application and personal credit investigations have been reviewed, only the first 100 users will be able to access the Health Kit service that your app integrates.
This restriction cannot be removed by applying for verification.
This can only be removed by applying for the HUAWEI ID service again, registering as an enterprise developer, and then applying for Health Kit service.
What is different between the data scopes opened to enterprise developers and individual developers?The following lists the respective data scopes available for individual and enterprise developers.
Individual developers: height, weight, step count, distance, calories, medium- and high-intensity, altitude, activity record summary, activity record details (speed, cadence, exercise heart rate, altitude, running form, jump, power, and resistance), personal information (gender, date of birth, height, and weight) and real-time activity data.
Enterprise developers: In addition to the basic data scopes opened to individual developers, enterprise developers also have access to location data and the following advanced data: heart rate, stress, sleep, blood glucose, blood pressure, SpO2, body temperature, ECG, VO2 max, reproductive health, real-time heart data, and device information.
What are the requirements for enterprise developers to access Health Kit?If you only apply for accessing basic user data, the paid-up capital of your company must be larger than or equal to CNY 1 million; if you apply for accessing advanced user data, the paid-up capital of your company must be larger than or equal to CNY 5 million. What's more, Huawei will take your company's year of establishment and associated risks into consideration.
If you have any questions, contact [email protected] for assistance.
What are the requirements for filling in the application materials?Specific requirements are as follows:
Fill in every sheet marked with "Mandatory".
In the Data Usage sheet, specify each data read/write scope you are going to apply for, and make sure that these scopes are the same as the actual scopes to be displayed and granted by users in your app.
What does it mean if the applicant is inconsistent?The developer name used for real-name verification on HUAWEI Developers must be the same as that of the entity operating the app. Please verify that the developer name is consistent when applying for the test scopes. Otherwise, your application will be rejected.
What should I do if my application was rejected because of incorrect logo usage?Make sure that your app uses the Huawei Health logo in compliance with HUAWEI Health Guideline. You can click here to download the guideline and the logo in PNG format.
Please stay tuned for the latest HUAWEI Developers news and download the latest resources.
Why can't I find user data after my application has been approved?Due to data caching, do not perform the test until 24 hours after the test scopes have been granted.
If the problem persists, troubleshoot by referring to Error Code.
ReferencesHMS Core Health Kit
Development Guide
More FAQs About Accessing Health Kit