App paid promotion, five factors that affect user registration conversion rate

With the development of mobile Internet, the number of APPs has grown rapidly. Nowadays, it is becoming increasingly difficult for a single APP to acquire users, and the cost of acquiring users is becoming higher and higher. For example, for one of our social products, the registration price was 1.5-3.5 yuan before (1.5-2.5 yuan for the Android version, 2.5-3.5 yuan for the IOS version). Now, many CPAs of mobile marketing advertising companies no longer do registrations, and now only accept activation orders.

In our daily lives, APP ads recommended on TV, buses, offline, and building are everywhere. This shows that the entry effect of apps online is decreasing, so in order to pursue the goal of user quantity, they have to go offline. In fact, whether online or offline, there are several major factors that are affecting your user churn. I will summarize these factors based on my personal experience and warn other colleagues.

Factor 1: After the APK is downloaded, there is no reminder to install it

This is a very small question, and some people may ask me why I mentioned it? What I want to say is that the more seemingly small the problem is, the easier it is to be overlooked. Have you, who have done promotion, ever encountered such a situation: 1. After the APK is downloaded, I don’t know where it is downloaded to on the phone? 2. After the download is completed, there is no reminder to complete the download, no reminder to install, or the installation cannot be automatically installed.

Our products have encountered the above problems, which resulted in users not installing the app after downloading it, let alone encouraging them to register.

Factor 2: The phone is incompatible, unable to install and register, etc.

Some small companies cannot provide test machines for each brand and model due to limited funds, which leads to loopholes in the testing process. If the mobile phone is incompatible, the installation package cannot be installed, registration will crash, etc. After our product had been updated for several versions, some people reported that Xiaomi Note could not be registered, so we looked for the cause and fixed it. Until now, users with Android 3.0 and below cannot use our APP, so the testing process is very important. When choosing a test machine, you must repeatedly test multiple models and multiple resolutions.

At present, there are still many mobile APP real-device cloud testing platforms that can help us improve mobile phone incompatibility issues. These platforms will provide 200 to 300 mainstream mobile phones, and many compatibility, performance and functional issues can be tested, such as whether the phone can be installed, whether it crashes, is not smooth, consumes a lot of mobile phone memory, etc.

Factor 3: Registration logic, too much information to fill in, and cumbersome process

Needless to say, many APPs have already realized this problem, but there are still many APPs that require users to fill in too much information during the registration process. The steps are cumbersome, and some also involve real-name authentication, interest groups, email activation, personal information filling and other issues. I would describe this registration idea as "sick". It is recommended that during the product design registration process, one more form item will result in more loss. If the website data is not filled in, it will be incomplete. Product managers should consider this carefully.

Pathological registration logic: APP ⇒ Register account ⇒ Fill in a lot of information ⇒ Upload photos ⇒ Successful registration

Our own product is the type that uses email registration. Data shows that among 100 download users, less than 10 users activate their registration. We recommend that product managers optimize the registration process. There are many ways to improve the registration process. I will briefly list two of them: The first is the third-party login method. After the user binds the WeChat, Weibo, or QQ account, he or she can enter the APP without filling in more information. The second method is to register by mobile phone. If it is a new mobile phone number, you can set a password and confirm it via SMS to log in;

Factor 4: The installation package is too large, and pausing or canceling the download is too large

This is an old problem. If the installation package is too large, the user will definitely consider the WiFi situation when deciding to download it. If the traffic is a little bit higher, the probability of the user clicking to pause or cancel the download task becomes very high.

Factor 5: The advertising copy and the APP product are very different

During the promotion process, advertising copy, whether it is soft text type or picture type, will affect the user's registration conversion. Many third-party companies may use tempting words to attract traffic to a certain APP, but when the user registers and downloads and sees the APP's guide page, he finds that such an APP is not the product he wants. In this way, the probability of users uninstalling the APP without registering is also very high.

Summary: In addition to the problems mentioned above, many problems before user registration, such as long startup time, slow response, flash back, freeze, crash, black and white screen, etc., will affect the user registration experience. What I want to share with you is “Never challenge the user’s patience with your bugs”. In product design

In the early stages, you should focus on solving the user entry problem. If the user entrance is not smooth, a group of users will be lost, and paid promotion will waste a lot of money.