How to improve the conversion rate of new users?

We often say that while learning to maintain old customers, we must also increase the development of new customers. If we want to improve our performance, we must focus on the three aspects: converting new users, introducing old users, and having old users repurchase.

Among these three conversions, the introduction of old users and the repurchase of old users will more involve the after-sales service system of a product, which is a long-term service process. It’s about how to increase the conversion of new users. Today I will mainly explain it to you.

First, let’s talk about the essence of marketing . In fact, we can say that good marketing must complete the entire process of brainwashing users.

For example, why did Melatonin become a popular gift all over the country at that time? Because it took advantage of the lack of information flow and completed the brainwashing cycle over and over again through CCTV.

Another example is Mafengwo and Zhihu, which take advantage of users' high attention to the World Cup , to brainwash their users.

Therefore, the essence of marketing is brainwashing, which is to change consumers' inherent cognition by constantly disseminating information to consumers, generate new cognition and consensus, and establish connections with products. . In today's Internet age, there are no longer any special closed spaces. Users are exposed to many things every day and their attention is extremely easily distracted. The efficiency of this conversion process is extremely low and the cost is extremely high.

So what can we do to improve product performance?

Step 1: Find the user’s information scope

Although the Internet is an open space, everyone has his or her own closed space, in which everyone has his or her own information scope and obtains his or her own cognitive information within this scope.

I think the term "frog in a well" is a good description. When I wasn’t exposed to new information, I thought the sky was just that big.

For example.

As a farmer in a third-tier city, his daily life is just going to work and going home. When I have nothing to do, I check my Moments and Pinduoduo, watch TV series on iQiyi and other platforms, and occasionally browse the headlines.

At this time, his information range includes WeChat Moments, Pinduoduo, iQiyi, and Toutiao, and cognitive information is the content obtained through these platforms.

If we want to achieve brainwashing, what we need to do is to find out the cognitive boundaries of our target users , and then continuously circulate our brand information within this boundary, covering multiple scenarios.

Let’s take WeChat business franchising as an example.

Currently, the product is mainly aimed at mothers. Through analysis, we know that the main information areas that mothers are exposed to are: Baidu, Moments, and forums.

Therefore, I positioned the channels as: bidding, SEO , forums, and circle of friends .

Step 2: Clarify the responsibilities of each channel

1. Bidding

Now my goal is to increase the conversion of new users, so I need more impressions and more clicks.

Through analysis, I learned that my current monthly impressions are 96,800 and the click rate is 2%. If I want to complete the task of 500,000, I must reach 10,564,000 impressions per month.

Therefore, I need to carry out volume expansion operations, and I will list out what operations to perform in the bidding.

2. Before doing SEO, we must understand which words to optimize?

Generally, they can be divided into: brand words, industry words, product words, and long-tail words .

The conversion rate is high when there are few brand words, but low when there are many industry words. So we need to understand: which words can I convert? Then check the popularity of this word through Baidu Index to decide whether to optimize it.

For example, the picture below is the search index of "milk tea franchise" on Baidu. It can be seen that the search traffic is okay, so we only need to consider whether we can convert this part of the population? If it can be converted, then we can optimize this word.

After determining the optimized words, you only need to guide the traffic to the website.

3. Before setting up a forum, we need to understand how the forum works.

Generally, you can confuse user perception by posting spam or by establishing an authoritative identity.

Assuming you want to approve water posts, you must be clear about: what content I will post every day and how many water posts I will post.

Only when you subdivide your work will you have more direction. Well, the above is what I talked about today. I hope it can be helpful to everyone.

Source: Houchang College