How to increase App users by not filling in invitation codes

What should we do when fission marketing becomes increasingly difficult to promote apps?

We have tried our best to attract new customers , but the effect is still not obvious. What went wrong?

The user churn rate is high. Is there any process in the promotion that makes users extremely disgusted?

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In today's context of highly homogenized App products, product details and user experience will become the key to App's success in industry competition. Today, from the perspective of user experience, we will discuss in detail the problem of user loss caused by filling in invitation codes during the fission promotion of App products, as well as its solution.

1. Problem: User loss during fission

The market has never lacked growth channels , but the user invitation channel is particularly important. Nowadays, almost every app has developed an invitation function, which aims to constantly motivate existing users to convert potential users around them.

It is the dream of every product operator to make every individual user a medium for product dissemination and form intensive dissemination among potential users. However, in practice, there are always products whose invitation registration activities are not effective and fail to form a fission effect. In addition to reflecting on the planning of the activity itself, the user loss caused by the complicated invitation code link cannot be ignored. Reducing the invitation steps and optimizing the user's operating experience will make fission dissemination more effective.

In traditional fission promotion, App products often use the method of filling in invitation codes to verify the source of information, identify who specifically invited the new user, and reward relevant old users (inviters).

Fill in the invitation code: The principle is very simple. The inviter generates an exclusive invitation code for the new user to fill in. In order to make it easier for new users to fill out the form, some developers have even invented methods such as self-selected invitation codes.

The emergence of the invitation code filling link is essentially just to meet the statistical needs of developers and promoters. It does not provide users with a smooth experience. Instead, it adds one more step to the user's installation journey and one more layer to the funnel, increasing the possibility of potential user loss. Once old users think that the rewards are of little significance, and new users become disgusted with the tedious process of "filling in the invitation code" and choose to "give up registration" or "skip the invitation code", the invitation registration activity will end in failure.

Is it really worth sacrificing some degree of conversion rate from impression to install in order to gain data ?

2. Solution: Installation without filling in invitation code

In fact, there are already corresponding technologies in China that can perfectly solve this problem. Before we talk about technology, we need to sort out a logic: why does the user experience come to an abrupt end when filling in the invitation code? The main reason is that the traditional way of filling in the invitation code is done manually, and users tend to lose patience at this step. As long as "manually filling in the invitation code" is changed to " the program automatically completes the filling and skips the invitation step" , the problem will naturally be solved. This involves the application of channel source tracking technology .

Here is a brief explanation of the principle of this channel source tracking technology:

1. The developer integrates a third-party web SDK on the shared h5 page, and dynamically concatenates any custom parameters (such as promotion channel number, invitation code, game room number, etc.) on the URL when publishing the shared link.

2. When a terminal accesses the h5 page, the third-party web SDK will simultaneously determine the personalized information of the device and collect custom parameters, upload them to the third-party server, and use the Android/iOS SDK to retrieve the temporarily stored custom parameters from the third-party server.

3. Developers can customize various dynamic parameters in the sharing link according to their own needs. For example, by including the user ID of the App inviter in the shared link URL, you can avoid having to fill in the invitation code.

Based on this principle, App developers can accurately identify the source of each installation without channel subcontracting and without having to fill in channel identification codes (i.e. invitation codes, local promotion codes).

3. Value: Accelerating App User Growth

We know that in the promotion, every additional step will result in a certain amount of user loss. As long as this method is applied reasonably, the App promotion effect will be more efficient. From the user's perspective, there is no need to enter complicated and difficult to remember invitation codes, the operation experience becomes quick and smooth, and the conversion rate and retention rate will be greatly improved; for App developers, the program can automatically achieve accurate tracking of installation sources, which will also save a lot of energy.

The essence of not filling in an invitation code is to track the source of the channel. Since it is possible to track the source of invitations, this technology can naturally be applied to countless fields. As long as there is a need to monitor or identify channel sources, it can be met, such as: ground promotion effect statistics, advertising effect statistics, etc. This usage method has been verified in some markets, and there are more potential application scenarios waiting to be discovered.

Fission marketing such as invitation registration gifts should pay more attention to user experience. Even if it cannot create surprises for users, it should not cause trouble to the user's operation journey. Setting too many thresholds will only discourage more potential users and cause them to be lost in the market early. By using this method well, you can definitely maximize the effectiveness of the event.

Source: openinstall