Case analysis: How to use Internet thinking for online promotion?

3. Purpose of launch: To obtain a certain amount of download conversions as a product test sample; and to optimize the own APP by monitoring the download, installation, and activation of the APP.

2. Delivery Effect

Compared with the download costs of other legal apps, which are around 15-30, the data of this case is indeed quite interesting.

Optimizer Dai said: " Internet promotion must have an Internet mindset. Throw the product out to users and let them help you find problems. Improve the product through user feedback, rather than just assuming and working behind closed doors. The above three steps are to make corresponding adjustments based on data feedback after the advertisement is put out, so as to reduce the optimization cost step by step."

3. Data Analysis

So how do we optimize based on the data? Let’s take a look at it through click data, download data, and landing page heat map data.

1. Click data

At the beginning of the launch, the click-through rate was extremely high

It shows good orientation and creativity.

The creative approach uses a combination of text and images to highlight the biggest advantage of the legal service APP - free legal consultation, while the title copy focuses on "free legal consultation", "APP download" and service content.

2. Download data

High download count, low install count.

This indicates that there may be problems with the installation process and that technical aspects of the APP need to be considered.

3. Landing Page Heat Map

The initial version had a very high bounce rate at the “APP Introduction” section, mainly because of the large amount of text used here.

Therefore, the adjustment Mr. Dai made was to extract the key points from the landing page and simplify the original redundant expression.

The simplified landing page is displayed in 2-3 screens, and the bounce rate is rapidly reduced.

IV. Case Summary

1. Look at the data and make optimizations

Based on the data presented after the launch, correctly interpret the information behind the data and make corresponding adjustments.

Low click-through rate: This may be due to targeting and creative issues;

High clicks, low downloads: Consider the landing page (Android) issue;

High download, low installation: APP development issues should be considered.

2. Let creativity knock on your door

Whether it is a large-image advertisement or a landing page, it is important to be concise and clear, highlight the key points, and make it easier for the audience to understand and take action.

The above is the content of this case sharing.