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

How can a new product gain a large number of followers during the internal testing period? And as a paying user, what kind of promotional planning can the APP do in advance?

So far, I have managed three "1 Yuan Unlock" fission activities, namely parent-child education, financial education, and economics education. Each one is basically a hit in its niche field! The cumulative paid traffic pool is 400,000, and it actually took 3 months from 0 to 1. Among them, five financial education products were found to have plagiarized by the same category within two months, which shows its influence!

background

The 1 yuan unlocking model is essentially a micro-innovation based on group buying. In history, there have been very excellent product people who have tried it. I just upgraded and transformed the 1 yuan unlocking model, and I infinitely magnified every success factor! I call this product design method "fine decoration". I forced myself to write this article to share with you the details of how I use product methodology for design, so that the article will be more practical.

The concept of user growth and common methods of attracting new users

Different companies, different business models, and different development stages have different definitions of "user growth"! Its fundamental purpose is to increase the number of effective users of the product over a period of time, thereby increasing current and future GMV and profits and achieving commercial success. What needs special attention is the word "now and future". Not all growth needs to generate revenue immediately. Different growth indicators are required at different stages.

Let's first review the classic AARRR model:

The picture is from Teacher Fan Bing's "Growth Hacker"

「1 yuan unlock」 growth model example:

It is worth noting that there are several things to note when implementing the AARRR funnel model:

The picture is from Teacher Fan Bing's "Growth Hacker"

1. Common methods of attracting new customers

I have compiled some common ways to attract new customers for your reference.

2. How to determine priority?

With so many growth strategies, which one should you do first? You may make the right bet if you make it on the spur of the moment, but if you rely too much on personal talent to make decisions, the probability of failure will increase! Therefore, I suggest that you discuss such decisions with your friends. After all, collective wisdom has always been the basic principle of human progress!

ICE principle : score according to the following dimensions and finally determine the priority. See the example in the figure above↑

• I-impact: the scale of users covered
• C-confidence: Personal sense of probability of success
• E-ease (Ease of Implementation): Product Development Operations Assessment Effort

Problem Analysis

Before making a product, you should think clearly about 7 questions. For details, please refer to "Liang Ning's 30 Lectures on Product Thinking":

• First, what problem does my product solve? Is it a pain point, an itch point, or a pleasure point?
• Second, who am I solving this problem for? Did he get instant gratification? This is a question of user portrait.
• Third, how many people need to solve this problem? It's a question of market size.
• Fourth, how do people currently solve this problem? This is a question of competitive analysis.
• Fifth, why can my competitive solution win in the market competition? You should not simply look at the competitiveness of a single point, but rather look at the points, lines, surfaces and solids, and who empowers you.
• Sixth, in what kind of scenarios will users be triggered to express their emotions? The problem needs to be solved immediately, this is a scenario problem.
• Seventh, when the user encounters a problem, which name will he think of?

After thinking through the above questions, we started to design growth products accordingly.

Main process of activity fission and traffic sedimentation

One thing that needs special attention is that in the above process, users should be retained in service accounts, personal accounts and WeChat communities. What is its significance?

Because today when the traffic dividend is exhausted and users' time is squeezed, the opening rate of public accounts is decreasing and the unfollowing rate is increasing. It has become a trend. The significance of having a community and a personal account is that you can effectively reach users with advertisements in the later conversion period. Even if users unfollow you, there are still countless communities and personal accounts (i.e. WeChat accounts) left. The conversion efficiency of each channel now also has a priority: personal account>service account>WeChat group.

Next comes the key point that determines success or failure, your "landing page" that hosts the specific activity and your business card "fission poster".

Your Face: Landing Page

Many people always feel that the landing page is just a simple page and don’t pay much attention to it. In fact, the most time should be spent on this long picture. There is a "buy button" on this page, which directly determines whether you make money or not. Whether users pay or bounce out depends on the seconds of browsing your page. Therefore, the key is to think about how to break the user's psychological defenses in the most efficient way and let them make the decision to place an order quickly. (The average conversion rate of the landing pages I designed was over 60%, and for a period of time it even reached 80%, which directly led me to think that there was a problem with the data statistics! I checked it several times!)

So how should a landing page be made?

The strategy (routine) is as follows:

• First, you need to identify your user group.
• Secondly, divide the user groups into two categories: those who are willing to buy and those who are not willing to buy
• Next, we break down the causes of the two categories and assume their estimated proportions, and finally give corresponding strategies for each cause.
• Finally, the execution priority is determined based on the estimated proportion

That’s it! nailed it! nailed it! So stop designing based on your feelings, be strategic!

The following are some out-of-print practical materials:

1. Your business card: fission poster

The poster is the first contact with the user! There is no need to explain its importance. Many popular products are due to posters. So how are posters made?

One thing to remember is that all product design is actually about conveying information to users, and information is conveyed through the six senses: vision, hearing, touch, smell, taste and perception. A poster is just a picture, only visual! So, just prioritize the text messages you want to express and arrange them according to the normal logic of human understanding!

This is the fission poster that we modified 6 versions. Please analyze the information priority yourself or chat with me privately. There are too many points and I can’t write anymore!

So, after finishing the poster, go do A/B testing!

2. Check-in poster

Choose a strong and unique color tone that is different from the competition! Arouse users' curiosity!

3. Activity Booster

Everyone wanted to take advantage of the popularity during the holidays, so we had a sudden idea and developed an invitation ranking and book giveaway event in one day! After calculating the customer acquisition cost, it works every time!

4. Data-driven

I personally feel that a good product depends on the PM’s personal talent (product sense) + data decision-making. When talent is not enough to win, relying on data is the most concise way of communication.

Small traffic test: We did a traffic test, observed the data and polished the details. When the fission coefficient reaches the standard you set, all that remains is to ALL IN on this channel and spend money! Spend money! Spend money! (The following figure is the channel table with sensitive data deleted)

Author: Lang Shiwen

Source: Geek Future Lab