With the rapid development of mobile Internet, numerous APP products have emerged. Various APPs have appeared and are playing an increasingly important role in people's daily lives. However, such a large number of APP products will further expand the competition in the APP industry. For a same function, there may be several or even dozens of different apps competing with each other. Maybe your app product function is complete and well-made, but if your app operation and promotion is not in place and the product is not familiar to the public, then what awaits this app is only a dismal ending. Let’s talk about what APP operation and promotion personnel need to do after the APP product is launched.

1. Model based on AARRR user life cycle

There will be different stages in the process of product operation and promotion. We can summarize it into the AARRR user life cycle model based on the depth and type of user participation behavior. They correspond to Acquisition (acquiring users), Activation (activating users), Retention (improving retention), Revenue (increasing revenue), and Referral (viral spread) respectively.

1. User acquisition : It is the process of promoting and attracting new users. It is the process of users going from cognition to understanding and then becoming product users. At this stage, you need to understand who the target user group of the product is, how to attract users, convert those potential people into product users to the greatest extent possible, and start using the product.

2. Activation : Do the acquired users have a better understanding of the product? At this time, we can guide users to perform "specified operations" so that new users can quickly understand the product and become active users of the product. We can improve the conversion rate of user activation by optimizing the product interface/copywriting, guiding new users, and providing preferential incentives.

3. Improve retention: After solving the problem of user activity, another problem that needs to be solved is how to retain users. If a product lacks stickiness, it will lead to serious user loss, and the number of users will gradually decrease. User retention rate is a very important data indicator, which is mainly used to address the problem of "user churn", improve user stickiness to the product, and measure whether a product develops healthily.

4. Increase revenue : Profit is the core goal of the entire user operation. The vast majority of APPs are developed for profit. Even free APPs have their own profit models. There are three main sources of APP income: paid applications, in-app purchases, and advertising. Paid applications are not widely accepted in China, so almost all applications in China are free; in-app purchases and advertising are the profit models of most domestic apps. But no matter which one it is, the way to make profits ultimately comes from users directly or indirectly, so the aforementioned acquisition of users, activation of user activity, and improvement of user retention are necessary foundations for increasing revenue. Only when the user base is large can revenue increase.

5. Referral : It can also be called self-propagation, which refers to using the social influence of existing users to spread product information like a virus. In today's highly developed social networks, we can spread products through various novel ways: such as "old-to-new activities" in the user invitation link, community operations in vertical fields, H5 marketing communications, etc. Let old users promote our products and attract more potential users. A good product must have its own dissemination gene, otherwise it will be difficult for the product to survive for a long time.

2. Five levels of APP operation and promotion

APP operations can be divided into five basic levels according to division of labor and types: product operation, user operation, content operation, event operation, and channel operation. Here is a brief introduction:

1. Product Operation

Product operation is the foundation of the entire operation and is an important part that cannot be ignored. The work includes clarifying the product's positioning, knowing what type of target users the product is, whether the product is normal, etc. Operations in this area are mainly based on user experience. No matter how many times the product is updated, its purpose is to optimize the user experience.

2. User Operation

User operation is to maintain users so as to expand the number of users, improve user retention and enhance user activity. To put it simply, you need to know who the target users of the product are, where they are, why users use the product, how users use the product, and the feedback they get after using the product. This aspect mainly involves optimizing products and adjusting promotion strategies based on how users use the products.

3. Content Operation

The main work of content operation is to plan, edit, optimize, and publish product content. The purpose of this is to introduce high-quality content related to the product to users, allowing users to discover the value and function of the product and increase user trust in the product. It is best to continuously update the content for content operation. Unchanging content operation will disgust users and is not conducive to the development of the APP.

4. Event Operation

Event operation is a method of operation and promotion that many APP products use. Currently, the more popular event operation is the "invitation event", which is to encourage existing users to invite other potential users through event rewards. There is a certain probability of forming a "viral spread effect" (using openinstall's "free invitation code" function to maximize the effect of the invitation event). The purpose of this operation is to promote products, attract more users, increase user engagement, etc. It is the most effective way to improve various APP data indicators.

5. Channel Operation

APP operation and promotion are inseparable from channel promotion, which is the main means of attracting new users. Products are promoted through business cooperation, product cooperation, channel cooperation, etc., so as to achieve product exposure, obtain traffic and users. The main tasks include channel exploration, channel evaluation, channel maintenance, etc.

3. User Research and Data Analysis

1. User research is usually divided into two types:

One is indirect research, which means not directly contacting users, but looking for patterns from the user's usage trajectory, such as the number of times users use the product, the length of time they use it online, the jump nodes between different pages, the characteristics of lost users, etc.

The other is direct research, which involves direct communication with users, including questionnaires, interviews, etc., to directly obtain information about user usage and user feedback.

2. Data Source

Before we do data analysis, we must have data to provide us with analysis, so we should get the data first.

There are two main sources of data:

Built-in data statistics system - the data provided by the APP company is the most reliable and suitable way of data statistics. Generally speaking, data analysis is carried out based on this internal data when conditions permit, but the labor cost and management cost of building a BI are high;

Third-party data statistical analysis tools - This is a way to obtain data with the help of external tools. By integrating SDK, you can directly access third-party statistical tools;

Common APP data statistics tools include:

Overseas: adjust, AppsFlyer, etc.

Domestic: Baidu Statistics, TalkingData, openinstall, etc.

3. Data Analysis

Data analysis is a very important link in the process of APP operation and promotion, and it is a skill that every operation and promotion personnel needs to master. In the Internet age, everything is based on data. Data is the most favorable basis that can directly reflect the actual effect of APP operation and promotion. For example, based on data such as new users, user retention, and user activity, we can understand the effects of promotion through various channels; user behavior data such as the number of times users open the product and the length of time they use it can show the degree of user dependence on the product, as well as analyze the reasons for user churn.

Conclusion

If you want to do a good job in APP operation and promotion, you must combine products, operation and promotion, and users.

1. First of all, the quality of the product must be up to standard to give users a good experience;

2. When choosing the APP operation and promotion method, you must combine the product needs with the user needs and carry out targeted operation and promotion of the APP;

3. Adjust APP operation and promotion strategies, and optimize products based on the conclusions drawn from user research and data analysis.

Related reading:

1. APP promotion and operation: How to maximize the effect of your activities?

2. APP promotion planning: 60,000 paying users increased within 7 days of beta testing!

3. APP promotion activities: How to plan a screen-sweeping event?

4. A complete list of APP promotion methods in 2019, take it and don’t thank me!

5. How to carry out APP promotion and marketing? What are the common methods?

6. APP promotion case: How to go from 0 to millions of users?

Author: lyg

Source: lyg