APP product operation user acquisition channels!

Through APP product operation , promotion channels, user reputation, user interaction, brand image, personal connection and other marketing methods can be combined together to quickly, cost-effectively and effectively improve the image of the company and products, and create user usage scenarios with distinctive characteristics such as personality, fun and interaction for users, while also narrowing the distance between users and companies.

The convenience and efficiency of mobile Internet have caused more and more users to shift their attention from traditional PCs to mobile phones. In order to gain a foothold, many companies have begun to develop their own apps. The biggest challenge in app user operations is traffic generation.

Today, Guo Dada will share with you how to drive traffic to APP.

01 Direct source of new users

If a brand-new product wants to open up the market, or an old product wants to increase new users, it will inevitably look for applications with many APP users or stimulate users through some kind of activities to guide users to download the APP. As a user, the most important channels for downloading APP are APP stores, point walls and QR codes. Let’s talk about them separately.

The proportion of APP stores is relatively large. Regardless of whether users hear about it from others or search for it based on their own needs, most of them will eventually download it from major APP stores. However, there are many types of APP stores, and basically every mobile phone is equipped with various APP stores. Therefore, mobile phone sales are one of the important bases for choosing an app store.

For example, the Apple App Store, Xiaomi App Store, Huawei App Store, etc. are all developed by mobile phone manufacturers that occupy a certain market share. In these stores, various APPs, whether for ASO or advertising, are a battleground for merchants.

By dividing users according to their usage habits and user groups, APP companies can easily find their own target audiences.

Points wall is a channel that can easily increase the download and installation volume of new apps, but its effectiveness is not good because users have multiple purposes. For example, in the process of user flow, when you set up branch tasks, in order to obtain item A, users finally get the item they want after completing branch tasks. Then, the probability of users using the reward generated by this branch task again will not be very high, unless your APP product can make users love it.

Therefore, you can try using the points wall as a channel to attract new users, but you must choose it with caution. Because, on the one hand, it makes the cost of conversion higher and higher, and on the other hand, it will invisibly make you lose the positioning of your product.

As a way to download APP, QR code has many channels, such as on the official website, WeChat public account, roll-up promotional materials for offline activities, etc.

Attracting new users through QR codes often needs to be combined with activities. For example, offline promotion activities can give rewards after downloading the APP and registering. When carrying out similar activities, you need to be careful. It is best to choose a place with wireless network. If not, you can prepare a hotspot because not every user is willing to use their own data to download the APP.

To increase the number of new users of the APP, we can draw on the user positioning and incentive system in user operations to guide and stimulate users.

Because APP is a mobile application, its functions are comparable to those of PC websites, and the convenience of mobile devices far exceeds that of PC websites.

02 Other terminal diversion

Other terminal traffic diversion methods are mostly for companies to add new APP sections to divert users who have registered and installed the app on their previous websites, WeChat, and offline stores to their own APP.

Apologizing to users is always a very difficult thing. The convenience of obtaining information, the security of the APP terminal and the learning cost of the APP will all affect users, and each of these may result in the loss of some users. As a user operation staff, what you need to do is to reduce user churn as much as possible.

Inform users that the traffic diversion method can be used on WeChat. If a company adds a new APP, it can inform old users on the original website or through the original WeChat public account, but the effect is not very good. There are two techniques you can use here.

First of all, it is profit-driven

As the saying goes, there is no gain without pain. Users will not download or install an APP casually. The APP must have impressed the users in some aspects, or the users must really need it before they will download and install it. For the latter case, the APP needs to have its own innovations or characteristics in product functions or models to meet user needs.

As for attracting old users, if the company’s own APP cannot bring more benefits and convenience to these users, the user churn rate will increase greatly. Therefore, you need to find some way to motivate old users to continue using your APP.

The second is to do addition and subtraction

We can add or subtract functions and services to users.

The advantage of adding features is that users can get more functions or services, while the disadvantage is that users may not necessarily need these new features or services.

The advantage of doing subtraction is that it makes users more sticky, but the disadvantage is that there is a high risk of user loss.

Adding more services allows users to enjoy more services. The advantage of APP for users is that its service functions are better than other terminals, which is reflected in the convenience of mobile terminals and the simplicity of functions. Users care about whether their needs can be met through products. If the product can meet the needs of users, then users will downplay other factors and ultimately choose to use the product.

Subtraction actually means closing a door, opening a window, and turning off the functions on the terminal. When the user wants to continue using it, he can open it through the APP. This method is relatively risky. Although it is fine for extremely loyal users, it may cause shallow users to leave because of this function.

Nowadays, there are more and more APPs on mobile phones, and the time spent using each APP will decrease as the number of APPs increases. Addition and subtraction are very important for APP. Addition can help users solve more problems, while subtraction can help users improve their usage efficiency. These two are the most basic needs of users. It is necessary to do this homework before adding functional services to understand whether users need this function and the proportion of users who need it.

If preliminary research is difficult, you might as well add all the functions and then do subtraction based on user usage data.

Author: Drunk Uncle

Source: Drunk Uncle