APP promotion: conversion rate increased by 1750%! I did it with these tips

Only by improving the conversion rate at each step can exponential growth occur, but can you really improve the conversion rate at each step? In your app, how many designs are there that reduce conversion rates?

I used these techniques to help companies like Huadianshijian and Elvis Radio increase their advertising conversion rates by 30.1%-1750%. Do you want to try it?

1. How to become a large-scale enterprise?

There are four stages that must be passed:

Phase 1: Polish the product prototype and achieve great results with a small investment through cold start. Relying on this model, the traffic ceiling will soon be reached and scalability will not be achieved. Therefore, if the company has not yet raised funds, it should try to make a small investment for a big return. Once the company has raised funds, it will enter the second stage.

The second stage: relying on large-scale investment to achieve rapid scale growth. This stage will rely on large-scale purchases of traffic to convert it into rapid scale growth. Although the ceiling is higher than the first stage, companies will also encounter new problems: the traffic of these traffic bodies will be quickly washed out, and "the demographic dividend determines all dividends." After a few rounds or one or two years, the user groups of these channels will basically be fully covered.

Phase 3: MGM marketing growth (customer referral marketing growth method). After going from 0 to 1 and 1 to 10, we need to attract more users through fission. For example, by driving 10% to 20% of 10 million users to undergo fission conversion, and one old user attracting two or three new users, it is easy to form a snowball-like fission effect and reach people that cannot be reached by advertising. In this process, use material, honor and other means to stimulate user fission conversion.

Stage 4: Open up new business lines and repeat the previous three steps. When its own traffic and high-quality channel traffic are dried up, if it wants to continue to grow, it is necessary to expand product categories, develop horizontally, better serve users, and increase the user's life cycle value.

Take the “Spend some time” project I served from 2016 to 2017 as an example. It went through these four stages:

• We started the product cold with the product form of "4 bouquets of flowers for 99 yuan", posted soft articles on the official account, invited friends to forward the article, and ran through the product prototype, making the most of the small.
• When the traffic at this stage reaches the ceiling, start placing WeChat Moments ads. Through training, writing marketing plans, and guiding marketing personnel who took some time to implement marketing plans, everyone worked together to increase the conversion rate of WeChat Moments advertising and following public accounts by 29.76%, and the payment conversion rate of Youzan stores linked to public accounts by 117.9%.
• Launch of MGM Marketing. For example, if a user invites three friends to make a purchase, he or she can receive a bouquet of flowers for free. This method of attracting new customers through old customers will lead to continued growth.
• When the “4 bouquets of flowers for 99 yuan” product line has almost reached its ceiling, new product lines will be added, such as succulents, to better serve customers. If an enterprise wants to continue to develop, it will most likely have to follow these four stages. From the initial cold start of a product to its explosive growth, marketing methods guided by conversion rate thinking enable companies to achieve their goals efficiently.

2. Three Ultimate Questions of Scaled Business

First, how to make the product?

Second, where is the traffic?

Third, how to monetize?

First is the product

Marketing and products are in the relationship between 0 and 1. No matter how many 0s there are, it is useless without the preceding 1. Therefore, we must polish the product well. If the product itself is OK, I will divide the products into two types: traffic-generating products and profit products .

We see that App products often run a type of advertisement that allows users to download directly by clicking on it. But the problem is: users are affected by many factors during the download process, such as the installation system, app store, and the size of the installation package. As long as there is a little obstacle, users will give up.

Think back to how Pinduoduo’s advertisements are placed?

9.9 for a folding bike with free shipping - if you are a user with limited purchasing power, would you be tempted?

Even though you find out that the folding bike is out of stock after downloading, if you look closely you will find that the advertisement leading to the download says in small print that it is a limited time and limited quantity sale, which means they are not deceiving you. But when you open Pinduoduo, so many low-priced products will attract you to browse and pay attention to other products, so we need to create strong motivations for users, which requires breaking down the entire process from user understanding to purchase.

In 2014, I worked for a leading quality education company in China. Our main business was children's Go training, and our users were children aged 4-6. Offline enrollment means doing marketing near kindergartens or other places where children appear. Generally, for every 20 parents passing by, 1 is interested, and the conversion rate is 5%. Through the introduction of marketing staff, some parents will leave their phone numbers to make appointments for trial classes, but they may not necessarily attend the classes in person. The attendance rate is only 1/3, and the trial class conversion rate is also around 50%. The final conversion rate of the entire link is only 0.27%.

I built an online marketing team, focusing on search channels. The conversion rate of people who saw the page and were willing to consult online, call or fill out forms was 33%. Through the optimization of the sales pitch, the appointment rate was increased from 33% to 74%, and the attendance rate was increased from 33% to 80% through the optimization of the process. When it came to the trial class, the core factor affecting the conversion rate was the level of the trial class teacher, which was still around 50%. However, due to the optimization of the first three steps, the conversion rate of the entire online link was 9.76%.

Therefore, only by improving the conversion rate of each step can the final result show exponential growth, but do you really optimize the conversion rate of each step? Taking the registration of an App as an example, from filling in the mobile phone number, obtaining the verification code, issuing the verification code, filling in the verification code to successful registration, the longer the chain, the lower the conversion rate.

We need to design the shortest path. For example, when a user fills in his/her mobile phone number, the product will automatically determine that as long as the 11-digit number is not a wrong number or a fake number, it will be automatically sent. The registration process will be reduced from 4 steps to 3 steps (PS: be careful to prevent malicious sending of SMS verification codes).

The second is traffic

The order in which users purchase is divided into two steps: why to buy and which one to choose. This corresponds to several major traffic bodies in China, such as Toutiao, Baidu Information Flow, and Guangdiantong for information flow; and Tmall, Taobao, JD.com, Amazon, etc. for e-commerce. In 2018, Tmall’s Double Eleven transaction volume exceeded 200 billion, but this is not the point. The point is that transactions between thousands of people exceeded searches. This requires you to use data to create user demand, which cannot be achieved without data analysis.

Today, time is limited, so I won’t explain the three major types of traffic one by one. Let’s take search traffic as an example:

SEM, SEO, and ASO correspond to bidding, search optimization, and app store optimization. Search users have two characteristics: they don’t know where the product is and there is no one around to recommend it. These two points determine that users are novices in this field, and the search conversion technique is very simple: convert on the spot through activities.

The vast majority of people buy things from this store instead of that one because of: high sales volume, brand, good reviews, recommendations from friends, and frequent purchases from this store. These are all ways to build user trust. So, are these key points exposed on your product page?

The third is monetization

There are three stages for users to place an order: arouse interest, build trust, and place an order immediately. Why do users not buy something they like? How can we turn this into demand if we don’t have the purchasing power and are not in a hurry? This is what operations and marketing do. We have Chen Yong's six factors to control to improve conversion rate.

• First, interest is generated through reciprocity;
• Second, commitment consistency generates mild trust;
• Third, authority transfers trust;
• Fourth, social recognition generates the highest level of trust;
• Fifth, stimulate demand through dislikes in likes;
• Sixth, to turn non-urgent matters into urgent matters, you need to use scarcity.

Next, I will talk about commitment and consistency, the most difficult of Chen Yong’s six elements.

For example, here are some advertisements for a weight loss product:

Suppose a certain weight loss product can reduce a 160-pound person's weight to 130 pounds in 60 days. If you are the marketing person of this company, what would you do?

Assumptions: This weight loss method was researched by scientists from many countries, passed the inspection of the China Food and Drug Administration, and was also tested on animals, with no side effects.

Let’s look at how much people trust several different types of ads:

• Advertisement 1: Static comparison picture, 160 kg 60 days ago, 130 kg 60 days later. Most people don’t believe Advertisement 1.
• Advertisement 2: GIF, 160, 153, 146… 130 dozen photos made into a GIF – fewer people don’t believe Advertisement 2;
• Advertisement 3: Process video, 60 days ago, the person stood on the scale, the scale showed 160 pounds, and then the video quickly played the changes of the person on the scale until the final weight loss was 130 pounds, making a short video of the process of rapid progress - even fewer people did not believe Advertisement 3;
• Advertisement 4: Video of measures + process. For example, a user made an appointment with a specialist at the best hospital in Shenzhen. After blood test, the doctor told him that losing weight is very simple. He just needs to control his diet, move his legs more, and take this medicine. The process of seeking medical treatment was filmed into a video and played quickly. In the end, it was found that the person really lost weight. ——There are very few people who don’t believe this.

• Advertisement 5: Measure 2 + process video. The person who just said go to the best hospital in Shenzhen to make an appointment with an expert. He felt uneasy and went directly to the best hospital in China to make an appointment with a special doctor. Special appointments are the hardest to get, and the doctors are better than experts. After the examination, the doctor said that to lose weight, you must control your diet, exercise, and take some medicine. But now young people are busy with work and have no time to exercise. It’s best to control your diet. If you really can’t resist the temptation of delicious food, eat what you like. Taking this medicine can help you lose weight.

The final result is also a short video that plays quickly. In the video, this person rarely exercises and eats a lot. However, he finally loses weight after taking the medicine prescribed by the doctor.

Why don’t people believe in Ad 5? What is going on in your brain while watching this ad? We believe in science on the surface, but deep down we believe in intuition more because our innate brain has more say than the rational brain that has evolved later in life.

The advertisements say that you can lose weight without exercising and just eat whatever you want. Your brain immediately says this is a lie, because your intuition is that to lose weight you need to control your mouth and move your legs. The innate brain has more say than the acquired evolved brain.

How to achieve consistency in commitment?

It's very simple - the above makes a promise, and the following makes it happen in a way that is accepted by common sense.

The safeguards for fulfilling this promise must be reasonable and then add success stories. The success stories are placed at the end because if you put them in the front, others will think you might be fake. This is particularly important.

Reciprocity is to stimulate user interest; consistent commitments allow users to have a slight level of trust; authority conveys trust; and social identity promotes herd mentality. For example, why do we need to include specific numbers in advertisements? Because specific numbers are more realistic. For many pages, even changing the button color will change the conversion rate; preferences will keep users away from pain; scarcity will make them place an order immediately.

Application examples:

How to use Chen Yong's six elements? Here is an example that everyone can use. The welcome message of a public account has three steps:

1. Introduce positioning and explain what the official account does;
2. Introducing authority to prove that the official account is extraordinary;
3. Use calls to action to let your followers know more about you and create enough impression about your products.

Take my own WeChat public account as an example:

• Positioning: I work on conversion rate;
• Using the authority in Chen Yong’s six elements, I used my various titles to prove that I am good at improving conversion rates;
• Call to action: Reply 1 to get Mr. Chen’s personal WeChat account. Reply 2 to get a case analysis of a 13-fold monthly sales increase.

To sum up, how to disassemble the product, whether the traffic is accurate enough, how to continuously optimize, see data changes through Umeng+ or other tools, and keenly discover which points can be optimized. The last three points can be achieved as a large-scale business with super high ROI.

At the end, I would like to share with you some insights: Life is like a conversion rate, it is a process of continuous optimization. It depends on the frequency and amplitude of your optimization. The faster your frequency and the higher the improvement each time, the faster your life will grow. However, because it is optimized only once every one or two years, the frequency is very slow and the amplitude is very low, so personal growth is slow.

Source: Umeng Global Data