A complete set of APP operation plan templates!

What should a complete APP operation plan look like? Many friends usually encounter a problem when operating a new APP, that is, they cannot find the starting point for operating the product. As a result, many product operation plans are not targeted. This blind operation method not only fails to attract users, but also has a reverse effect.

The reason for this situation is that the APP operator is not familiar with its own products and product value, does not quite understand the operation strategy, and does not know how to write an APP operation plan. This article introduces the basic elements and overall process of the APP operation plan, and sorts out the knowledge points of APP operation for you.

The first essential element of an APP operation plan: product positioning analysis Before we formulate an APP operation plan, we must have a clear positioning of the product we are operating. Usually, we can analyze it from two aspects: market positioning and product demand positioning.

1. Market positioning: It is to find the specific target user group of the product. In other words, think about what type of consumers the app will impress.

2. Product demand positioning: It is the process of understanding demand, that is, what needs of whom to meet. For example, Baidu Maps meets users' travel needs, and Moji Weather provides users with weather conditions in recent days.

The second essential element of an APP operation plan: user portrait analysis. After understanding the product positioning of the APP, APP operations must first collect user-related data, and then list the information framework needed to build a user portrait. Such as basic information, interests and hobbies, consumption habits, etc. Then break down the information framework into specific information, such as basic information including age, gender, address, education, and income; interests and hobbies including socializing, food, clothing, housing, transportation, entertainment, etc., sort out these specific information and follow the principle of mutual independence.

The third essential element of an APP operation plan: data analysis. After sorting out the user portrait, we need to do further data analysis based on our own APP. The APP data can be considered mainly from three dimensions: user scale, user engagement, and page access path conversion rate.

1. User scale

User scale data is divided into active user data, new user data, and user retention data. Active user data refers to users who have launched an APP within a certain statistical period, and is also an indicator for measuring the scale of APP users. If we only look at one indicator to determine whether a product is successful, then that indicator must be the number of active users.

2. User Engagement

User engagement analysis mainly focuses on three aspects: number of APP launches, APP usage time, and APP visited pages.

The number of APP launches refers to the number of times a user launches an application within a certain statistical period. When conducting data analysis, pay attention to the total trend of the number of startups and the changes in the number of startups per person.

The length of time an APP is used is an important indicator for measuring product activity and quality. Users’ daily time is limited and precious. If users are willing to invest more time in your product, it means that the stickiness between the product and the users is high. APP operations need to create content and videos that users are interested in to gain more attention.

App page analysis refers to the statistics of the number of active users who visit the app pages within a certain period (such as 1 day, 7 days or 30 days). APP operations can discover user experience problems through differences in the distribution of visited pages in different statistical periods. For example, if the number of user visits suddenly drops over a period of time, the APP operator needs to consider whether it is due to factors such as lag or unsmoothness in the APP internal system or the emergence of competing products.

3. Page access path conversion rate

The page access path mainly counts the page access and jump status of users at each step in the entire process from opening the application to leaving the application.

The page access path conversion rate refers to the ratio of the number of people entering the next page (or page views) to the number of people on the current page (or page views). By analyzing conversion rates, we can quickly locate the different paths users take when using our products, analyze whether there are any problems, and propose improvements for optimization.

Essential element 4 of APP operation plan: operation and promotion channels

APP operation and promotion includes three aspects: advertising, new media operation and promotion, and offline salons and event sponsorship support.

1. Advertising is divided into information flow advertising, search engine advertising, offline advertising, and location-based advertising. Information flow advertising refers to the placement of video, image, and text advertisements on platforms such as Baidu, Zhihu, Douyin, and Weibo; search engine advertising refers to buying APP-related keywords on search engines to improve the ranking of the page; offline advertising refers to the placement of product videos and posters in subways, bus stations, and elevators; location-based advertising refers to location-based advertising on WeChat Moments. When placing advertisements, you need to focus on how your APP type matches the channel, analyze the cost of acquiring customers through each channel, and whether you can obtain more accurate users after placing advertisements.

2. New media operation and promotion refers to pushing marketing soft articles and videos about products on new media platforms such as WeChat official accounts, industry vertical websites, Zhihu, Toutiao, and Baijiahao. APP operation requires digging out the characteristics of the product and then packaging the product characteristics, which can be combined with current hot spots or user pain points.

3. Offline salon and event sponsorship refers to holding small salon events. Every activity will accumulate some users, and based on these users, we will achieve user growth by splitting them through activities. Offline activities can also be sponsored. For example, for campus apps whose target users are students, you can sponsor campus student union activities to acquire a large number of new registered users at a low cost.

How to write an APP operation plan? This article introduces the entire process of APP operation plan, I hope it will be helpful to you.

Author: Shiran

Source: Shiran