5 tips and strategies to attract new users to your APP!

For every operator, the word "attracting new customers" is a tempting yet extremely troublesome thing. It is often said that customers are God. A store without customers will definitely close. Similarly, a product without users cannot be successful. If a product wants to continue to create value, users are the foundation. So if you can’t even do a good job of initially attracting new customers, how can you use audits to realize the value of the product?

If you want to do a good job in attracting new customers to your product, you need to develop targeted strategies. Big companies have money and can use it to increase exposure. If they don’t have money, they can also gain publicity by hyping up hot topics or even riding on them. Of course, money should be spent wisely. Among the various ways to attract new customers, choosing the most suitable one can achieve the goal efficiently.

"Old employees bringing in new employees" is one of the most effective methods. By giving old users certain rewards and incentives, we encourage them to bring more new users to the platform. There are these key points on how APP can use activities to attract new users.

1. How to find the target users of the activity

Since it is an APP activity to bring in new users, the target of the activity is old users. Before planning an activity to bring old users in to bring in new users, the APP operation team must first understand what kind of users are old users. Not all users who have downloaded the APP are old users, so you need to identify the group of people you want to target for promotional activities.

How to find these old users more easily? You can label users with these characteristics and divide them into old user groups. This way, you can easily and accurately find your target user group when you organize activities. You can use CRM systems or some activity operation tools to help the APP operation team manage users, thereby improving operational efficiency. You can use user behavior data such as the number of times users share, register, and pay, and you can tag users based on this behavior data to find accurate target users through activities that bring in new users.

2. How to drive old users to bring us new users

With the old users in the target group, we need to create a bait for communication. What can we use to drive the old users to bring us new users? Interest rewards are the most universal method. The core of the reward is to allow the referrer and the referee (old users and new users) to gain benefits. The most common types of interest rewards are:

1. Old users recommend new users, and new and old users will receive the same reward

Example 1: Uber Promo Code/Coupon

Case 2: New and old users of ofo shared bicycles each receive a 5-yuan gift voucher package

2. Old users recommend new users, and new and old users receive different rewards.

Case 1: Liv Home Furnishing APP invites new users to receive large shopping cards by offering them account cash as gifts. Liv Home Furnishing has done a great job in using this method, and currently has multiple reward models running simultaneously.

Case 2: Invite friends to make money on NetEase Kaola app

3. How to facilitate old users to spread

We hope to get old users to recommend the product to their friends, thereby attracting new users. So we also need to consider how to make it easier for old users to spread the word spontaneously. I gave examples from three aspects: event advertising space, dissemination content, and reward threshold.

1. Design or place campaign ads so that users can easily see them

If it is a regular friend invitation activity, the app developer should make it easy for users to see the button when designing the guide button for inviting new users. From an operational perspective, the app operator will regard inviting new users as an activity to bring in new users from old users. This activity needs to be seen by users and arouse their participation. At this time, the delivery management of the activity is very important.

The Daily Youxian APP’s activity of inviting new users uses banners, navigation bars and small icons on the APP homepage to increase the click rate of the activity position, allowing more old users to participate.

2. The content of the communication is socially topical enough

Because the method of attracting new users is to connect old users with their friends through social communication, the more topical the content is, the easier it is to get spontaneous dissemination from users. For example, Faceu’s cartoon avatars, Zuji’s photos with movie texture, Plato’s personality labeling charts, and the poisonous story of black pineapple have all been all over the circle of friends.

3. The threshold for old users to obtain rewards is set low

Case: Youhuo invites friends to win benefits, each of them will receive a cash coupon

Youhuo APP’s method of using old users to bring in new users is quite unique. Other APPs’ reward methods generally give rewards to old users only after they successfully share a certain number of times, but Youhuo does the opposite.

4. Sharing channels based on acquaintance social networking to bring new members to the company

Generally, the sharing mechanism for APPs to invite friends is the default WeChat friends, Moments, QQ friends, QQ Space, text messages, Weibo, etc. Some will even be expanded to Momo and Douban groups. Considering that the strategy of bringing in new customers by using old customers is based on recommendations from acquaintances, channels such as Weibo, Momo, and Douban groups, which are more oriented towards stranger social interaction, are actually not very suitable. More realistic operational needs should be considered when designing products.

(Important social channels have been contracted by Xiao Ma Ge)

5. How to do data analysis after the event

Data tracking and analysis are essential for APP operation, and even more attention is paid to attracting new users. Bringing new customers with old customers is a relatively low-cost and high-conversion method of attracting new customers. However, without data analysis, it is like a blind man crossing a river. You can only rely on experience and feeling. Data is very important for product operations. With the support of data, you can verify whether the recommendation mechanism set up in this way is effective. So we need to calculate the following data:

1. The number of new users attracted by old users.

2. The communication cost of old users bringing in new users. It costs money to bring in new users from old users. Where there is money to be spent, it is important to calculate the communication cost of each new user brought in by an old user, so that the activity will be meaningful.

3. The number of orders from old and new users within a week. Generally speaking, some rewards obtained by new and old users are time-limited. For example, the gift packages for new users of NetEase Kaola and the cash coupons obtained by old users are valid for 3 days. Therefore, under normal circumstances, new and old users are likely to place orders within a week.

4. Comparison of order amounts of old users within a certain period of time. Old users recommend apps to new users based on their trust in the APP platform, so we need to see whether the transaction order amount of old users increases after implementing the old-to-new approach.

Author: Depp Optimization

Source: Jianshu