APP operation indicators and promotion and marketing suggestions!

How to do a good job in App operation and promotion ? What indicators should App operation and promotion focus on?

1. Number of startups:

How to increase the number of times users open the APP is something that should be paid attention to during operations .

2. User Retention Rate :

Only when the retention rate is improved will more users stay and more and more users will actually use the APP. One important point is active users:

Users are constantly added and lost every day. If you only look at the number of daily active users, it is difficult to find the essence of the problem, so it is usually combined with the activity rate and the entire APP life cycle.

3. Retain users:

Retained users and retention rates usually reflect the loss of users acquired in different periods. Analyzing this result is often to find the specific reasons for user loss.

(1) Next-day retention: Since all users are new, we analyze the reasons for user loss by combining the product’s onboarding design and new user conversion path. Through continuous modification and adjustment, we can reduce user loss and improve the next-day retention rate. Usually, if this number reaches 40%, it means that the product is excellent.

(2) Weekly retention: During this period of time, users usually go through a complete usage and experience cycle. If users can stay during this stage, they are likely to become more loyal users.

(3) Monthly retention: Usually, the iteration cycle of a mobile app is 2-4 weeks for each version, so monthly retention can reflect the user retention of a version. The update of a version will always affect the user experience to some extent.

Therefore, by comparing the monthly retention rate, we can determine whether each version update has an impact on users.

(4) Channel retention: Because channels come from different sources, the quality of users will also vary, so it is necessary to conduct a retention rate analysis on channel users . Moreover, after eliminating the factors of user differences, comparing the next-day and weekly retention rates can help us more accurately identify product problems.

When users come, how should we receive and guide them? What is the next step? Where should we stay? Based on my years of experience in APP operation, promotion and marketing, I offer the following six suggestions, hoping to be of some help to colleagues who are engaged in APP operation, promotion and marketing:

1. Direct people to a relevant and targeted page, a goal, a piece of information, or an action. Therefore, a page is needed, usually a new one – a landing page.

2. Provide a consistent experience from ad to landing page to destination - the client, website, forum, design, messaging and tone should be consistent with what your users expect when they click on a link or banner ad.

3. Focus the visitor’s attention on a clear and concise headline to give the user a visual landing point.

4. User and traffic segmentation. If you have multiple users, create a landing page for each user segment and drive traffic through various separate sources. If your landing pages have extended functionality for logical or geographic targeting, you may be able to create a single page that changes content based on the visitor. If so, make sure your trace can handle these complications.

5. Remove the clutter. As you create your landing page, step back and look at it from a distance to see how many things are competing for your attention. Refine your landing page until the answer is 1. Not only is it thrilling, but there is no distracting information.

6. Understand your audience and understand the goals and motivations of the users who visit your landing page. What are the main questions that potential visitors have? Knowing this will allow you to design an experience that answers these questions in a prioritized order on the page.

Source: Minghang Operations