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Push-уведомления: 11 советов, как не терять ваших пользователей и деньги от них

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Vasiliy Sabirov

on 21 November 2016

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Transcript of Push-уведомления: 11 советов, как не терять ваших пользователей и деньги от них

ВАСИЛИЙ САБИРОВ

Push-уведомления:
11 советов, как не терять ваших пользователей и деньги от них
ведущий аналитик

sabirov@devtodev.com
www.dev
to
dev.com
THANK
Y
OU

sabirov@devtodev.com
www.devtodev.com
FOR YOUR ATTENTION
1. Your game intro sucks
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
Совет #1
Просите разрешения

All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
Совет #2
Не спамьте

All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
16 ПРИЧИН, ПО КОТОРЫМ ПОЛЬЗОВАТЕЛИ ПОКИДАЮТ ИГРУ
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
2. Your game’s sessions are too long
3. You are not targeting the right audience for your project
4. You are targeting a saturated fringe of the market
5. You didn’t run enough tests
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
6. Your tutorial slows down the player
7. Your game is too hard to pick up.
8. Sudden rises in difficulty
9. Grosbilling or a backfiring grind (можно "перекачаться")
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
10. The game relies too much on grinding, lacks intrinsic rewards
11. The game requires a big time investment to become enjoyable
12. A toxic community
13. Resources are too scarce (недостаток ресурсов)
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
14. Your game sessions feel empty
15. Your game punishes inactive players
16. Updates are not coming fast enough
45% -> 43%
84%: смартфоны - неотъемлемая часть жизни
35%: супер-чекеры - проверяют смартфон более 50 раз в день
49%: вынуждены вручную настраивать (читай: отключать) push-уведомления
55%: оповещения в соцсетях очень полезны
Kahuna: ретейл, финансовые и трэвел- приложения могут удвоить показатели возвратов на 30-й, 60-й и 90-й день, используя пуши
Они не настраивают push-уведомления, они удаляют приложение.
Будущее за:
персонализированными
узкотаргетированными
предсказательными
push-уведомлениями.
Не забывайте убирать уведомления
Используйте Time_to_live
Используйте Collapse_Key
Совет #3
Найдите оптимальное время

http://megamozg.ru/company/sendpulse/blog/20464/
Совет #4
Общайтесь на языке пользователя

Совет #5
Создайте эмоциональную связь

Стилистика сообщения
Персонажи
Актуальность

Совет #6
Учитывайте контекст

Не может пройти уровень - подскажите
Прошел уровень - наградите

Сегментация по событию
Сегментация по группе событий
логические операции: and, or, not
Совет #7
Вернуть "свежих" проще

Выбирайте события, произошедшие с пользователем несколько дней назад.
Совет #8
Передавайте параметры

Акции (%, gold)
Персонализация (страна, город, соцдем)
Deeplinking

Совет #9
Сегментируйте пользователей максимально детально

R
F
M-ANALYSIS

Recency (recently - a while ago)
Frequency (rarely - frequently)
Monetary (a lot - small amounts)


Borders can be set either with an expert opinion or with quantiles & quartiles.
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
Совет #10
Стройте предиктивные модели

Опыт Innova
http://habrahabr.ru/post/149405/
Совет #11
Экспериментируйте!

Идея
Генерация вариантов
Выбор KPI
Предварительное тестирование (AA, ABA)
Эксперимент
Интерпретация результатов

http://getdatadriven.com/ab-significance-test
All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
Рекомендация:
совмещать push-уведомления с аналитикой

1. Выделяете сегмент.
2. Отслеживаете метрики.
3. Отсылаете push-уведомления.
4. Повторный замер.

All-in-one analytical tool:
acquisition & deep behavior analysis
push-notifications
consultations of professional analysts
1. Просите разрешения.
2. Не спамьте.
3. Найдите оптимальное время.
4. Общайтесь на языке пользователя.
5. Создайте эмоциональную связь.
6. Учитывайте контекст.
7. Вернуть "свежих" проще.
8. Передавайте параметры.
9. Сегментируйте максимально детально.
10. Стройте предиктивные модели.
11. Экспериментируйте!
http://blog.gameanalytics.com/blog/16-reasons-players-leaving-game.html
Full transcript