Manyan Dalilai Don Ingantaccen Wayar Motsa Sanarwar Hadin gwiwa

Dalilan Fadakarwa na Wayar Hannu

Lokaci ne lokacin da samar da babban abun ciki ya isa. Teamsungiyoyin edita yanzu suyi tunani game da ingancin rarraba su, kuma shigar da masu sauraro ya zama kanun labarai.

Ta yaya ƙa'idodin watsa labaru za su iya (kuma kiyaye) masu amfani da su? Ta yaya ka ma'auni idan aka kwatanta shi da matsakaitan masana'antu? Pushwoosh ya binciko kamfen sanar da turawa na kafofin yada labarai guda 104 masu aiki kuma a shirye yake ya baku amsoshi.

Menene Manhajojin Media ɗin da Aka Haɗa Su?

Daga abin da muka lura a Pushwoosh, matakan sanarwar turawa suna ba da gudummawa da yawa ga nasarar aikace-aikacen kafofin watsa labaru a cikin haɗin mai amfani. Na kwanan nan tura sanarwar binciken alamomin bincike ya bayyana:

  • A matsakaita danna-ta hanyar kudi (CTR) don aikace-aikacen watsa labarai shine 4.43% akan iOS kuma 5.08% akan Android
  • A matsakaita opt-in kudi shine 43.89% akan iOS kuma kashi 70.91% akan Android
  • A matsakaita yawan tura sakon turawa shine turawa 3 kowace rana.

Mun kuma bayyana cewa, aƙalla, aikace-aikacen watsa labaru suna iya samun:

  • 12.5X mafi girma danna-ta hanyar rates akan iOS da 13.5X mafi girma CTRs akan Android;
  • 1.7X mafi girma farashin ficewa akan iOS da 1.25X mafi girman ƙimar ficewa akan Android.

Abin sha'awa, aikace-aikacen kafofin watsa labaru tare da ma'aunin haɗin mai amfani mafi girma suna da nauyin sanarwa iri ɗaya: suna aika turawa 3 kowace rana, kamar matsakaita.

Abubuwa 8 da ke Tasiri Hadin gwiwar Mai amfani da Wayar hannu 

Ta yaya manyan aikace-aikacen watsa labarai suka cimma nasarar shigar da masu karatu cewa yadda ya kamata? Anan ga fasahohi da ka'idoji waɗanda binciken Pushwoosh ya tabbatar.

Dalili na 1: Saurin Buga labarai da aka Isar a Sanarwar Turawa

Kuna so ku zama farkon wanda zai fara ba da labarai - wannan yana da cikakkiyar ma'ana, amma yaya kuke tabbatar da shi?

  • Yi amfani da babban-sauri tura sanarwa fasaha don isar da faɗakarwar labarai 100X da sauri fiye da matsakaita

Daga kwarewarmu, lokacin da aikace-aikacen kafofin watsa labarai ke saurin isar da sanarwar turawa, nasu CTRs na iya isa 12%. Wannan ya ninka akalla sau biyu matsakaicin da muka bayyana a binciken mu na bayanan.

  • A sauƙaƙe da tsarin edita don aika sanarwar turawa

Tabbatar cewa inganta abun ciki ta hanyar turawa yana da sauri da sauƙi don kowa a cikin ƙungiyar masarrafan watsa labarai. Zaɓi software na tura sanarwar da ke ba da damar rarraba labarai da dogon layi cikin minti ɗaya - ba tare da sanin yadda ake lambar ba. A cikin shekara guda, zai iya adana cikakken ranakun aiki bakwai!

Dalili na 2: Ingancin Saɓo na Musamman don Fadakarwa

Anan ga dabara mai sauki: tambayi masu sauraron ku wane batutuwa za su so a sanar da su maimakon tambaya ko suna son karba wani sanarwar a duk.

A kan tabo, wannan zai tabbatar da mafi girman zaɓi a cikin aikace-aikacenku. Abu na gaba, wannan zai ba da izini don ƙarin ɓangaren ƙwaya da madaidaicin niyya. Ba zakuyi mamakin idan abubuwan da kuke gabatarwa suna dacewa ba - masu karatu zasu sami abun cikin da suka ba da gudummawa kawai don karɓa! A sakamakon haka, ƙaddamarwar ku da ma'aunin riƙewa zai haɓaka.

A ƙasa akwai misalai guda biyu na hanzarin biyan kuɗi da aka nuna a cikin CNN Breaking US & World News app (a gefen hagu) da kuma USA Today app (a hannun dama).

aikace-aikacen wayar hannu ta hanzarin aika sakonnin hanzari 1

Yi hankali, kodayake: yayin da kuke son haɓaka a kyau-kashi tushe na masu amfani da zaɓaɓɓu, ƙila ba za ku so faɗaɗa jerin masu biyan kuɗin turawa ta kowane hali.

Nazarin bayanan Pushwoosh ya nuna cewa babban abin shiga-ciki ba garantin don babban haɗin mai amfani da hanyoyin sadarwar ku.

Shiga cikin Saƙon Kayan Wayar hannu da CTR kwatankwacin kwatancen iOS da Android

Takeaway? Raba bangare mabudi ne, don haka bari mu tsaya a kansa.

Dalilin 3: Tura Sanarwar Mai Amfani

Don kara yawan shigar da masu sauraro, manyan manhajojin watsa labarai suna tallata sanarwar su gwargwadon halayen mai amfani (shekaru, kasa), abubuwan da aka fi so, biyan bukatun da suka gabata, da halayyar lokaci.

A cikin kwarewarmu, wannan shine yadda wasu masu bugawa suka haɓaka CTRs ɗin su da 40% har ma da 50%.

Dalilin 4: Tura keɓancewa na keɓancewa

Rabawa yana taimakawa ka gane bukatun karatun ku. Keɓancewa, a halin yanzu, yana taimakawa masu sauraro ku amince da manhajojin ka na intanet a tsakanin sauran mutane.

Sanya kowane bangare na sanarwar turawa ta manhajar ka don lura - daga take zuwa sautin da ke nuna isar da sakon ka.

saƙon wayar hannu na musamman 1

Abubuwan sanarwa na turawa wanda za'a iya keɓance shi

Touchara taɓawa ta motsin rai tare da emojis (lokacin da ya dace) kuma keɓance abubuwan biyan kuɗi ta hanyar farawa da sunan mai amfani. Tare da irin wannan ingantaccen abun cikin, sanarwar turawa zata iya samun karuwar 15-40% a cikin CTRs.

Misalan Saƙon Kayan Wayar Hannu

Misalan turawa na musamman da ayyukan masarufi zasu iya aikawa

Dalili na 5: Tura Lokacin Sanarwa

Dangane da ƙididdigar da muka tara a Pushwoosh, CTR mafi girma suna faruwa ne a ranar Talata, tsakanin 6 da 8 na yamma lokacin masu amfani. Matsalar ita ce, ba shi yiwuwa kayan aikin kafofin watsa labarai su tsara duk sanarwar da suke bayarwa don wannan lokacin. Sau da yawa, editocin edita ba sa iya shirya faɗakarwar turawa gaba gaba - dole ne su isar da labarai da zarar sun faru.

Abin da duk wata hanyar watsa labarai zata iya yi, kodayake, shine gano lokacin da masu amfani da ita suka fi saurin danna sanarwar kuma suyi kokarin isar da ra'ayoyi da dogon karatu sannan. Fewan nasihu don cin nasara:

  • Yi la'akari da yankuna masu karatun ku
  • Kafa awanni shiru kamar yadda ya dace
  • Fuskokin lokacin gwajin A / B da sifofin da aka kawo
  • Tambayi masu sauraron ku kai tsaye - kamar aikace-aikacen SmartNews wanda ke maraba da sababbin masu amfani tare da biyan kuɗi da sauri lokacin da suka zaɓi karɓar turawa

pooshwoosh wayar hannu ta tura sakon isar da sako 1

Wannan shine yadda aikace-aikacen kafofin watsa labaru zasu iya magance matsalar tare da sanarwa mara kyau da mara kyau, rage girman fitarwa da kuma kara sanya hannu ga masu amfani.

Dalilin 6: Tura Sanarwar Mitar

Da zarar an tura aikace-aikacen watsa labarai, ƙananan CTRs da suke samu - kuma akasin haka: shin kun yi imani wannan bayanin gaskiya ne?

Nazarin bayanan Pushwoosh ya bayyana cewa mitar sanarwar turawa da CTR ba su dogara da juna ba - maimakon haka, akwai daidaituwar daidaituwa tsakanin ma'aunin biyu.

wayar salula ta turawa mitar sanarwa 1

Dabarar ita ce, waɗannan ƙananan masu wallafa ne don aika ƙarancin turawa kowace rana - a lokuta da yawa, ba za su iya samun CTR mai girma ba saboda ba su sami cikakken fahimtar abubuwan da masu son saurarensu ke so ba. Manya manyan masu bugawa, akasin haka, galibi suna aika sanarwar kusan 30 kowace rana - kuma duk da haka, kasance mai dacewa da shiga.

A bayyane, batutuwa masu yawa, amma dole ne kuyi gwaji don ƙayyade adadin yawan turawa na yau da kullun ka kafofin watsa labarai app.

Dalilin 7: iOS vs. Android Platform

Shin kun lura da yadda CTR suke yawanci akan Android fiye da na iOS? Wannan galibi saboda bambanci ne tsakanin UX na dandamali.

A kan Android, turawa sun fi bayyane ga mai amfani: suna manne a saman allon, kuma mai amfani yana ganin su duk lokacin da suka sauke aljihun sanarwar. 

A kan maballin iOS ana bayyane ne kawai a lockscreen - lokacin da aka buɗe na'urar, turawa suna ɓoye a cikin cibiyar sanarwa. Kuma tare da sababbin abubuwan ƙayyadewa sanarwa a cikin iOS 15, faɗakarwa da yawa zasu fita daga abubuwan masu amfani.

Lura cewa lambar na masu karatu zaku iya shiga tare da sanarwar turawa akan iOS da Android zasu banbanta daga wannan ƙasa zuwa waccan.

A Burtaniya, yawan masu amfani da iOS ya zarce na masu amfani da Android ne kawai a watan Satumba na 2020, kuma yanzu masu sauraro na dandamali ta hannu sun kusan daidaita.

A Amurka, kodayake, Masu amfani da iOS sun fi na masu na'urar Android by barga 17%.

Wannan yana nufin cewa a cikin cikakkun lambobi, aikace-aikacen watsa labaru na iya samun ƙarin masu amfani da iOS da ke aiki a Amurka fiye da Burtaniya. Ka riƙe wannan a zuciya yayin gwada ma'aunin aikinka a cikin ƙasashe daban-daban ko ƙididdiga.

Dalili na 8: Samun vs Tweaks na Hadin gwiwa

Bayanin turawa yana nuna cewa CTRs suna ƙwanƙwasa lokacin da aikace-aikacen kafofin watsa labarai yana da 10-50K sannan masu biyan kuɗi 100-500K.

Da farko, sa hannun mai amfani ya kan hauhawa lokacin da wata hanyar labarai ta mallaki masu biyan kudin ta na farko 50K. Idan aikace-aikacen kafofin watsa labaru ya ci gaba da mai da hankali kan faɗaɗa masu sauraro, CTRs suna sauka ta hanya.

Koyaya, idan mai wallafa ya fifita shigar mai amfani akan mallakar mai amfani, zasu iya sake ƙirƙirar babban CTR ɗin su. A lokacin da aikace-aikacen watsa labarai ke tara masu biyan kuɗi 100K, a koyaushe tana gudanar da jerin gwaje-gwajen A / B kuma ta koyi abubuwan da masu sauraro suke so sosai. Mai bugawa a yanzu yana iya amfani da yanki na halayya don haɓaka dacewar sanarwar da aka rarraba da ƙimar shigar su.

Wadanne Ka'idojin Sanarwa ne na Turawa zasu Cika Masu Karatu?

Kuna da jerin abubuwan da suka inganta haɓaka mai amfani tare da sanarwar turawa ta kayan aikin watsa labarai 104. Wadanne hanyoyi ne zasu tabbatar muku da inganci? Gwaje-gwajen da gwajin A / B zasu faɗi.

Sanya dabarun ku akan ka'idojin rabuwa da keɓancewa. Yi la'akari da irin nau'in abun ciki wanda ke jan hankalin masu karatu. A ƙarshen rana, abubuwan yau da kullun na aikin jarida suna aiki a cikin aikace-aikacen aikace-aikacen kafofin watsa labaru kuma - duk game da isar da sahihan bayanai ne ga masu sauraro masu dacewa da kuma sa su tsunduma.

Pushwoosh dandamali ne na keɓaɓɓen tashar tallan tallace-tallace wanda ke ba da izinin aikawa sanarwar sanarwa (wayar hannu da mai bincike), saƙonnin cikin-aikace, imel, da sadarwa mai haifar da abubuwa da yawa. Tare da Pushwoosh, sama da kasuwancin 80,000 a duk faɗin duniya sun haɓaka haɗin abokin ciniki, riƙewa, da ƙimar rayuwa.

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