29 pictures to teach you how to improve APP conversion rate!

This reading note will be divided into several sections:

• Notes Excerpts
• What is this book about?
• Personal Thoughts

Notes Excerpts

1. Doing a small thing thoroughly is the way for most people to succeed. Unfortunately, most people don’t think so, so the road to success is not actually crowded, it’s just that you are willing to choose the easy and ordinary road. ——Xiao Ma Song.

2. The breakthrough point in the second half of traffic monetization is conversion rate. Whoever masters the method to improve the conversion rate will have the initiative in the era of inventory.

3. Detailed explanation of normal conversion rate and super conversion rate.

• The conversion rate that most people understand is: Conversion rate = Order volume / UV
• Professionals understand conversion rate as: final conversion rate = conversion rate 1 × conversion rate 2 × conversion rate 3 ×… This is the gap. When many friends consult me ​​about marketing, I ask them about the order volume or sales volume. They know it, but when I ask in detail, for example, how many UVs visit the landing page (for companies that acquire customers through websites)? How many UVs visit the store homepage and product details page? He doesn’t know, but the following data are crucial.

4. The conversion rate from number to call connection is not high.

5. The conversion rate of calls to valid numbers is not high.

6. The conversion rate from valid numbers to trial appointments is not high.

7. The conversion rate from appointment to audition is not high.

8. The conversion rate from trial listening to payment and registration is not high.

Chapter 1

9. First, the conversion rate from the previous step to the next step cannot be 100%, there will be loss at every step. Second, in most cases, the more steps there are in the process from ad display to transaction, the greater the overall loss. If we want to get more orders with the same display, we must reduce the steps from display to transaction and optimize the conversion rate of each step to improve the overall conversion rate.

10. However, this common funnel model is still a bit rough. After practicing more than a dozen projects, I came up with a super conversion rate funnel model.

11. Therefore, to make good use of the super conversion rate funnel model, it is necessary to consider the specific actual scenarios and optimize it in two steps.

Step 1: Go through the entire process from when the user sees the ad to when they make the final payment, and write down every step to understand how many conversion rates are involved.

Step 2: Find the main factors that affect the conversion rate of each step, optimize them, and improve the conversion rate of each step. That is to say, discover the problem, find the cause, and solve the problem, which will eventually increase the overall conversion rate exponentially.

12. In a children's Go training institution, three employees from the Internet Marketing Department were able to enroll more students online in one city than the total number of students enrolled by more than one hundred offline teachers. How did they do it?

Only by improving the conversion rate at each step can the overall conversion rate be increased exponentially.

After finding the main reason for the low attendance rate, I started to optimize it item by item.

The value is not communicated enough and parents feel that learning Go is not important: optimize pre-sales language to convey the value and importance of learning Go to children.

Forgot to have a trial class: Call parents one day or two days before the trial class to remind them that there will be a trial class the next day. If parents have scheduled the same time in advance, go through the trial class reservation process again and lock the time for the next trial class.

Not coming because you may be late for some reason: Call the parents one hour before the trial class to ask if they have left, and then say: "There may be traffic jams later, but the trial teacher and classroom we carefully prepared for your child will not be allocated to other children, so it doesn't matter if you are late, just come directly." And ask the parents to convey this sentence to the child.

13.

14. A WeChat account profile with a high conversion rate needs to clearly state three things:

• What do "I" do?
• What are my advantages?
• Why are you focusing on "me" now?

15. Registration Conversion: Optimization Techniques to Avoid Losing 160,000 Users

16. App push: This makes users more willing to accept notifications

An App user generally goes through six steps from seeing an ad to entering the new user guidance page: click on the ad to download the App → open the App → choose whether to allow push notifications → register → fill in user information → new user guidance.

17. User Spontaneous Dissemination: Secrets to Improving Sharing Rates

Chapter 2. Super Conversion Rate: Chen Yong's Six Conversion Factors That Make Customers Place Orders

2.1 Three steps from seeing a product to placing an order

What sparks interest? What builds trust? What motivates customers to place an order immediately?

Many JD.com and Taobao stores will indicate on the store homepage or product page that you should receive the coupon before placing an order, but why is it that in most cases you receive the coupon but do not place an order?

Since it is human nature to take advantage of a bargain, why not use the coupon you have received? Aren't you trying to take advantage?

There are many reasons not to use coupons:

• The rules of the coupon campaign are too complicated;
• The discount is not strong enough, such as 10 yuan off for purchases over 500 yuan;
• I didn’t feel I had gotten any advantage;
• I don’t particularly want the product, so it doesn’t matter if it’s discounted or not;

There is also an interesting phenomenon: some people spend a lot of effort and finally get Xiaomi's F code. If many people do not use the F code after getting it, they will sell it on Taobao, Weibo or WeChat Moments. Why is this so?

There is only one real reason: things that are easy to get lead to not cherishing them, while things that are not easy to get lead to cherishing them.

Since it is not easy to get, customers will cherish it and are more likely to use the coupon.

What we need to do then is to increase the difficulty of obtaining coupons so that customers can’t get them easily.

How to use reciprocity:

• First, we need to make it more difficult to obtain coupons;
• The second is to "sacrifice" yourself to help customers get coupons;
• Finally, suggest to customers that using coupons is helping themselves.

2.3 Promises and Fulfillment: Techniques for Making Customers Have Mild Trust

The promise and fulfillment here are mainly used to make consumers believe in the merchant’s promise. A commitment is a guarantee given by a merchant. For example, the common ones we see are "free shipping", "authenticity guarantee", "7-day money back guarantee", "real 4K TV", "exquisite matching", and "delivery in as fast as 56 seconds". Delivering means that practice proves that they have fulfilled this promise.

How to use promises and deliverables

2.4 Credentials: The Secret of Trust Transfer

"Large organization" and "certificate" are the third element of Chen Yong's six transformation elements - the components of the letter of trust.

2.5 Best-selling and well-received works: The herd mentality determined by genes

Best-selling and well-received are two different words. The best-selling here can refer to the high sales volume of a certain product in a unit of time, or it can refer to the high accumulated sales volume of a certain product in a certain channel (such as a Taobao store) or the entire network (including all online and offline channels); good reviews refer to positive comments made by users based on their recognition of a certain product and service.

2.6 Pain point stimulation: a boost to stay away from pain

2.7 Scarcity: The trump card to get customers to buy more

• When buying high-speed rail tickets, when the system shows that there are still many tickets available, you will choose a seat, whether to choose a window seat or an aisle seat. However, we find that when there are only a few tickets left for a designated itinerary, people basically use the system default seats and do not choose window or aisle seats, as they just want to pay quickly. Why is this happening?
• When buying things on JD.com, you will first look through the search results page slowly, but when you see a certain product is labeled "Only 2 left" or "Only 5 left" by the system, you will click on it to take a look. Why is this happening?
• There are big discounts all day long on “Double Eleven” every year, but why do people add items to the shopping cart on the evening of November 10th and stay up late to pay at midnight on “Double Eleven”? Why don’t people pay during the day on Double Eleven?

When goods are scarce, people will stop hesitating and place orders quickly.

4.0 Four-level benign growth engine from entrepreneurship to large-scale business

For groups whose time is not valuable, their purchasing power is not very high.

You should advertise where your customers are. Don't waste time and energy on useless things.

MGM's fission marketing growth method involves three levels of conversion rate:

The first level of conversion rate is called sharing rate, which refers to why others are willing to share the content after seeing it, and how to increase the sharing rate.

The second level of conversion rate is called reading rate, which refers to the presentation format of the content after sharing, which arouses the interest of the person being shared and makes the person willing to click and read the shared content;

The third level of conversion rate is called the relationship rate, which means that after the page is opened, the person who is shared with you is moved after reading it and is willing to establish further relationship with you. This further relationship may be registration, online consultation, phone call, appointment, and purchase. Only by improving the conversion rates of all three steps can the final conversion rate of MGM fission marketing be greatly improved.

What is this book about?

• Behind the high conversion rate is the focus on details, magnifying each action at pixel level, analyzing the impact behind each action, and making the user's conversion path smoother.
• Behind the chain of arousing interest - building trust - placing an order immediately is the control of human nature and psychology. This was inspired by the book "Influence".

Personal Thoughts

• The six conversion factors behind stimulating interest, building trust, and placing orders immediately need to be promoted layer by layer, which is inseparable from the cooperation of each link and requires overall coordination by the company.
• Behind the high conversion rate is an almost abnormal extreme, which is to make users trust and place orders without fear or precaution. Maybe your process of obtaining a mobile phone verification code caused the user to flee, or maybe your answering the call caused the user to give up. What we need to do is to avoid this possibility as much as possible. Make sop more sop.
• For groups whose time is not valuable, their purchasing power is not very high. This does reflect a situation: the higher the net worth of the user, the more valuable their time is, and the less willing they are to spend time on low-quality videos.
• Behind scarcity is indeed fanaticism and irrational consumption, but I personally think this only applies to products with high cost-effectiveness. For products with a five-digit average order value, scarcity and reciprocity give users time to think.
• The logical search and reasons why customers buy things: search = need itself, why = educate him and make him feel the need. Search tests trust, best-selling and well-received products test reciprocity and interest.

Author: Lacquer

WeChat Official Account: Operation Interviews