Some thoughts on toG message mechanism

I've been practicing for almost a year, and many function designs will involve message notification, and customers pay more attention to message notification. So I made some summary of the message notification.

For toG systems, there are three types of message notifications.

1, business notice.

Objective: To complete a certain work and promote commercial circulation.

The purpose of this message is to remind the user of what needs to be dealt with at present and to assist the user in his work. For example, when a user submits an appointment, the corresponding approver will receive a notice reminding the approver to approve it.

2. Feedback notification

Objective: to inform users of the current progress of a job they are involved in.

Although this kind of message does not need the user to handle a certain work, it needs the user to know the current progress of the work item, and it is mainly an information feedback function. For example, if a user submits an appointment, whether it is passed or not, an information feedback is needed.

3. Operation notice

Goal: Improve user activity and participation.

The main purpose of this kind of message is more inclined to the operation class. Users don't need to do anything, just hope that users can participate in some transactions and improve their participation. For example, an appointment publishing center, I hope you know what you can make an appointment, and you can make more appointments after you know it through notification.

There are many ways to reach messages, and different ways have different perceptions of users. Sometimes the perception is too strong to disturb, and the perception is too weak to remind. At present, there are three common contact methods.

1, information center

Generally speaking, the toG system will have a message center. Because there are many modules, centralized management will be more flexible and convenient.

The message center has a medium touch. If the message center is designed to be eye-catching, then a reminder is enough. However, if the user does not enter the system, the opening frequency is low, and the message center is eye-catching, there is no way to remind the user. This touch mode is more suitable for feedback notification.

2. WeChat official account news notice

From the popularity of WeChat, the message notification of WeChat official account is still relatively strong for users, and this touch method is more suitable for notifications that need strong reminders, such as business notifications.

3. SMS

The short message reaches the user directly, and the user perception is very strong. In toG products, we should be more cautious about the use of this super reminder touch method. If you don't grasp it well, it will easily disturb users and be complained. This contact information is more suitable for some personal account security notices or some urgent and important notices.

The arrival time of messages is generally divided into instant push and timed push. Paying attention to arrival time is mainly a choice between user experience and message timeliness.

1, instant push

Instant push is generally pushed when the trigger condition is met. The advantage of this method is that it is timely and users can receive the push immediately. But if you receive a message push at 1: 00 in the middle of the night, you are also waiting to receive a customer complaint immediately the next day. This kind of user experience is relatively poor. Instant push can be combined with touch mode with weak perception to push. Or some important notifications, you can use instant push.

Step 2 Push regularly

Timed push can define the time period of message push. Defining the push time period can better consider the user experience and set the push time period according to the user's life and working time. However, the timeliness is slightly poor, which easily leads to the backlog of message queues and the delay of messages.

The push frequency is mainly business notification.

For example, notification is to let users handle a job. If he doesn't deal with it all the time, the trigger condition will always be met. So shall we push once every three days or three times a day, or just once?

Mainly consider the user experience and cost. Too frequent will disturb users, and if the arrival method is SMS, the cost of SMS will also increase.

After the message is pushed, how to verify that our message push is helpful to users and how to verify whether the purpose of message push is achieved. On the one hand, there is no actual operation, but it is based on personal thinking.

1, click rate

Click rate can be used to verify whether the message really reached the user, and whether the user ignored or clicked after seeing it.

2. Exchange rate

From the message to the message push landing page, how many users have completed the operation that the message wants the user to complete through message notification.

Through data feedback, we can analyze what factors affect message push and constantly adjust the push strategy.

I have written a general outline, and many things can be expanded, such as how to organize business messages and the variable configuration of message push. Write again when you have time.