How to motivate new users? Take Meituan as an example

I believe most of you know the significance of new user retention to the App, so I don’t need to elaborate here. Retaining new users is not an easy task. Relying on the power of channels to attract many users, but how to make them stay is a problem that all product operators need to consider. This article mainly talks about how to motivate new users.

E-commerce

Meituan

Specific presentation:

• The presentation location of the two newcomer exclusive gift packages AB
• In the above picture, when the new member gift pack takes up too much space, the following will only be the recommendation flow of nearby merchants.
• In the following figure, when the display space of the new member gift package is too narrow, it will be supplemented with the discount area, the best for you, and the best selection of big brands.
• There is no restriction on the age of the focus image.
• After switching to logging in as an old user, the new user gift package disappears, and the discount area and the best for you are revealed

Summary: As an app with e-commerce attributes, sending red envelopes to new users is the best way. For an app, introducing the concept of pop-up boxes too early can easily arouse users' rebellious psychology and cause them to abandon their own app. If it acts directly on the homepage, it will interfere with the number of times the page is scrolled down and the content displayed on the first screen. If you are not sure which method is the best solution, you can learn from Meituan to conduct A/B testing. Of course, Meituan's AB is not limited to the gift package part, but also combines other businesses. This is not easy for some small companies to learn in a short period of time. You can start by moving the position of a single function.

Content

QQ Reading

Specific presentation:

• There are two large pictures introducing the functions when the machine is turned on.
• Recommend portraits based on gender only
• The new user benefits landing page is relatively complex, including exclusive benefits and daily recommendations, and the concept of rankings is integrated into the daily recommendations.
• The private customization section is displayed on the third and fourth screens of the homepage

Summary: QQ Reading’s new user incentives can be regarded as a textbook case. From the exclusive startup image for new users, user portraits , floating widget configuration of the new user gift package on the homepage, gift package landing page, to the new user’s customized homepage, every step is completed concisely and efficiently.

Many apps, because they do not have Tencent's powerful portrait system, have incorporated too many options into the user portrait collection. Although this is to make subsequent recommendations more accurate, too many options have already caused user loss . You can also learn from QQ Reading and only classify by gender, and put the remaining options into the relevant modules on the homepage, thereby increasing users' willingness to fill out and the loss cost. Another amazing thing is that the daily recommendations allow users to perceive the importance of the rankings in advance, and also provide a place for browsing and filtering for confused users.

Book Flag

Specific presentation:

• There are two large pictures introducing the functions when the machine is turned on.
• New users are guided to select their favorite genres and prepare 8 books to put into the bookshelf (the first few chapters can be read, and the subsequent chapters will be charged)
• After the new user clicks on the bookshelf, a new user gift package will pop up (the rules are shown in the picture)
• When you do not select a preferred genre, a free section for boys/girls will appear on the homepage of the bookstore. The layout of other modules is irrelevant to whether the user is logged in or not
• Custom favorite types also appear on the home page, located on the 3rd and 4th screens (they do not disappear after selection)
• There is also a watering and tree-raising activity combined with sign-in

Summary: Compared with the restraint of QQ Reading, Shuqi is going all out. From the opening screen introduction, portrait selection, content filling to the new member gift pack, nothing is left out. However, I personally feel that the activity is a bit complicated and its actual help in retention may be very limited. Although Shuqi’s portrait is not as simple and crude as Tencent’s, it also meets the classification requirements of content apps and has a great impact on the homepage. At the same time, Shuqi’s new customer retention also combines the concept of sign-in. Whether sign-in has an important impact on new customer retention depends on the sign-in design itself and the gifts, which will not be discussed in detail here.

In summary

Combining the settings of the above apps, we found that the common ways to retain new users in new user incentives and home page layout are:

1. Two to three large images are suitable for new users, introducing the key functions or product values ​​of the App;

2. User portrait construction: It is recommended to complete it within one screen, collect the main factors according to the characteristics of the platform, and the specific content can be placed in the module on the homepage to continue to guide users to complete it;

3. Gift packages for new users. For e-commerce, they are usually vouchers, discount coupons, free shipping coupons, etc.; for content, they are usually books and content. The purpose is to guide users to develop usage habits as soon as possible, so as to achieve better conversions in the future. The content of the gift package should be determined according to its own platform. Don’t be too generous because you have to consider the cost, and of course don’t be too stingy so that users can’t see your sincerity. Regarding the form of the new member gift package, I personally prefer the form of floating objects. First, it is more obvious and the obsessive-compulsive disorder has nowhere to escape. Second, whether it is a pop-up screen or placed in a certain area on the homepage, it will interfere with users and other businesses. Here, I would like to remind you that there were at least three system pop-ups for users before, not to mention the homepage privacy pop-up that was recently launched. If there is another business pop-up, the effect will not be much better.

4. Home page layout: It is reasonable that the customized location usually appears on the 3rd or 4th screen. Don’t forget to place a section for collecting user portraits on it. The discount area on the first screen of e-commerce and the must-read content of today are very attractive to newcomers. As for how other sections are combined, it depends on the platform's operating strategy.

The author of this article @静陌 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games