10 ways to increase APP download and registration rate!

On my first day at work in 2019, I was assigned new work content and started working on an APP project. The first core indicator was the download and registration rate. In less than 5 months, I increased the download and registration rate of the two APPs from 13% to more than 25%!

Since I didn’t know much about the APP project before, the first thing was to understand the overall project situation of the APP , including the download volume, registration volume, core functions, registration process, release status, data status, etc. in the first three months; the second thing was to communicate the project goals with each contact person to ensure that everyone was working in the same direction; the third thing was to maintain a version iteration every 2-3 weeks , try to take small steps and run fast, and keep trying and making mistakes!

The download volume is the responsibility of my colleagues in the channel. When the download volume and quality cannot be controlled by myself, my only goal is to increase the number of registrations. First of all, I have to ensure that the registration process is smooth and the threshold is low. Secondly, I have to find ways to increase the number of registration entrances. Finally, I have to consider bringing in more registrations from outside! After clarifying the general direction, we need to break down specific projects, refine work items, determine priorities, and then start taking action.

Specific matters can be divided into five major parts, with the following priorities:

1. The registration process of the APP, each operation, button and prompt copy must be considered;
2. Add an entry in a prominent location on the APP to guide users to jump to the registration page, function page, and activity page, making it easier to guide users to register later.
3. Add a registration entrance to the core functions, and you can view it after registering and logging in;
4. Add sharing entrances, such as information and videos can be shared to WeChat or Moments, and can be viewed for free when opened in WeChat, and registration is guided on the page;
5. Set thresholds when planning APP activities, and registration and login are required to participate in the activities.

According to the priority, first experience and sort out the registration process of your own APP, then collect the registration processes of 5-8 competitors and 3-5 mainstream APPs on the market, find out the differences and what you can learn from! Finally, it is confirmed that the registration rate can be improved from the following 10 aspects.

01 Registration login page

Start the APP and the registration/login page will pop up first. You can click Close in the upper right corner and enter your mobile phone number to complete the registration. It is best to log in with the default mobile phone verification code (passwords are easy to forget). A 4-digit verification code is better than a 6-digit verification code. The verification code you enter must support automatic jump to login! The registration page prompts that after registration, you can get XX new member gift package to increase the number of registrations. Coupons and online courses can be given away. Here are the prototypes of the two APP registration pages for your reference.

02 Startup Page

The startup page is the face of the app and can be seen every time it is started. This position is crucial and needs to be optimized. Add buttons to guide clicks. It is best to use animated images to increase the desire to click!

03 New user pop-up window and activity pop-up window

The new user pop-up window is a pop-up window that pops up after the user installs and opens it for the first time. It is similar to a new user gift package. New users can click to receive it and the money will be credited to their account after registration. The event pop-up window is a pop-up window that only pops up during promotional activities. You can set the interval for displaying it every day.

Both can be used to guide clicks and increase registrations, but event pop-ups are mostly used for event exposure with the aim of amplifying the event effect. It is best to place the pop-up window closing button for new members and activities in the upper right corner, so it is not convenient to close it manually!

04 Home Banner

The banner on the APP’s homepage is the most prominent position and is also the most commonly used exposure method for operators.

The design style and copy of the banner have a greater impact on user clicks, with the focus on copy and design. In addition, the banner should be able to be set to jump to the activity page, registration page, function page, etc. to meet the needs of different user scenarios.

05 Floating layer on the right side of the home page

The floating layer can serve as an obvious function to guide registration, and it is located on the right side to facilitate clicks. The button should be obvious and the text should be instructive, such as a 200 yuan red envelope (course red envelope), a 200 yuan gift package, a 0 yuan course, etc. At the same time, it can be set to display only users in visitor status, and display sign-in or sharing functions for logged-in users to increase activity and attract new users.

06 Event Page

Activities are a good way to increase registrations. Click to view activity details and rules. To participate, you need to register and log in. At the same time, activities can also bring more new users to participate. For example, you can get one chance to draw a lottery after sharing the lottery activity, and you can get rewards only if you invite friends to register.

07 Login to view function

Try to register and log in to view the core function sections on the APP. Another very convenient way is to view the part that can be viewed, such as the common 5-minute trial or the first section. If you want to view the whole thing, you need to register.

08 Sharing function

The sharing function is a function that the APP should focus on. Users are willing to share when they see good content. If you can increase the incentive for sharing, the amount of sharing can double. You should consider whether the shared page can help you bring registrations, such as guiding registrations at the bottom, and try to guide downloads as little as possible. After all, the threshold for downloads is relatively high.

09 Old with new features

The most common ones in this area are various apps such as taxi-hailing and food delivery. You can get a red envelope with a large amount of money for each new user you invite. For example, when Luckin Coffee invites new users, both new and old users can get a cup of coffee for free. It is a very good experience for both new and old users. The conversion rate of old employees bringing in new employees is also higher than other forms of conversion, so this is the area that needs special attention.

10 push

Push is the most commonly used function of every APP, and is often used to notify user activities, message notifications, and recall lost users. Of course, it can also be used to increase the number of registrations. For example, if the user who downloads and opens the APP does not register within 12 hours, you can actively send it a push notification to attract registrations through gift packages, discounts, and activities.

By doing the above 10 points, you can also improve the download and registration rate of your APP. Each area has a lot of room for optimization and improvement. At the same time, you should pay attention to the embedding points and data, and adjust your optimization direction according to the data to ensure that every change will have a good result.

Author: Sun Ming

Source: Internet Operations School