[Huawei Developers] Jack Wu Shenzhen:
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.

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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 : 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.

Problem : 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.

Problem : 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:

09:00 – 10:00: Breakfast and commute to work

12:00 – 14:00: Lunch and noon break

18:00 – 20:00: Commute home and dinner

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

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. With user authorization,you can also use the geofence messaging function to send messages to users when they are near a certain location.

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.

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.

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.

Integrating Push Kit is really straightforward. Huawei provides a tool for you to integrate Push Kit into your app within half a day, and provides sample code for you to reuse in your app server. If you run into any problems, we have dedicated technical support who can help you with the integration process.

Click>>Find out more on our official website

We hope you enjoy using Push Kit!