How to improve the conversion rate of increasing followers of public accounts?

The conversion rate of an event increased by 50% due to the optimization of small details, and the net increase in users per day increased by 7,000 compared to usual.

(Before optimization, after optimization)

You may be curious about how the conversion rate was increased by 50% by optimizing the details. I just added a dynamic button to the usual content, which moves and makes people want to click on it.

Just like the clickbait title, although everyone hates it, fingers are still very honest. Looking at the clickbait headlines always arouses curiosity and makes one want to find out more.

Today I want to talk to you about the details in new media operations. In new media operations, how to optimize details and improve conversion rates to achieve the goal of attracting new customers.

1. Sources of new users of the public account

The main ways to attract new users to public accounts are through methods such as old users forwarding articles and attracting benefits from activities. So how can we improve the benefits in details and shape the uniqueness of the official account to the extreme, so as to bring in more new users.

Socket Academy is an example I have seen of taking the profit-driven nature of an activity to the extreme. In the introduction of the Socket Academy’s official account, we can clearly see the profit motive: follow me and you can get a free gift package worth 1,999 yuan for promotion and salary increase.

The profit motive can be clearly seen not only in the official account introduction, but also at the beginning of each article.

While relying on forwarding article content, it can also convey its core interests to more new users, and it really implements the details of new media operations to every point that can bring new users.

If you are a potential target user of Socket Academy and see such a profit trend in the article, would you click to follow directly?

It only takes a thought to pay attention or not, but the driving interest point of paying attention is strong, and the user is more likely to click to follow.

2. How to improve the retention of public accounts

There are two main ways to improve the retention of a public account: pay attention to automatic replies and the menu bar, which is the first impression new users have of a public account. How to leave a better first impression in the minds of new users is something every operator needs to explore.

First of all, let’s talk about: paying attention to the replies. Following and replying is a great way to improve user retention. Letting others know what they can get is what you need to do when following and automatically replying!

For example, there is a very clear introduction in the automatic reply to the Operation Uncle’s follow: You can see all the useful articles about operations here. You can also reply to keywords in the background and download relevant reports.

However, this attention reply does not conform to the minimalist rule of creativity. For new users, the simpler the better.

It is best not to exceed 5 lines or 100 words for automatic replies. Human nature is lazy, no one likes complicated things. Before the first impression is fully established, no one will carefully study how to use this official account?

So, in daily operations, how can we test whether our responses can attract users and form a good impression on them?

Within a minute, turn yourself into the target user of "idiot". If paying attention to replies can attract you, it can keep you. Then naturally your real target users will also be able to stay.

3. How to optimize content operations to attract new users and improve retention?

The scope of content operation is very broad, and I will not elaborate here on how to do content operation in detail.

What I want to share with you here is how to do a good job in the details of content operations so as to better attract new users and retain existing users.

I don’t know if you have ever had this feeling, but when faced with a long article, it may be difficult for you to forward it. However, if there is a picture in the article and the picture and yourself touch you, you will definitely be willing to share it on your circle of friends.

If someone needs to think about sharing an article for 30 seconds, then it only takes 1 second to share a picture that touches their heart. With sharing comes exposure, with exposure comes traffic, and with traffic comes new users.

If your content is not attractive enough or unique enough, then you might as well think more about the details that can drive users to forward it and increase exposure.

How to set interest points related to the content in the article to increase links between users and public accounts?

A little trick is to set interest points related to the content at the end of each article to guide users to interact with the official account. Each article of Girl Rabbit will include key points that make users willing to interact with it. You can get Girl Rabbit’s cute avatar and the best and funniest girl emoticon pack.

In this way, the interaction with users can be fully increased, allowing users to connect with the official account.

Some people say that operations are all about details, and details make the difference. If you can’t acquire users quickly, start with these operational details! If you optimize your operations to the extreme, the conversion rate will naturally increase!

Author: Wang Ting, authorized to be published by Qinggua Media.
Source: Wang Ting