The promotion effect is not good, maybe you didn’t think it through at the beginning

Whether it is user operation , product operation , or content operation , the "secret" to achieving the best results in the end is often: to have a holistic perspective, to analyze and break down the goals throughout the entire process, so as to prescribe the right medicine. This article focuses on promotion and customer acquisition, and discusses in detail how you should sort out your thoughts before promotion.

1. Identify your target users

Before promotion, the first thing you need to consider is the user base, that is, what kind of people do you want to use your product at this stage? Only by finding the most matching user base can you achieve the most efficient conversion . Here are two dimensions of thinking:

1. Product stage

In the early stages of development, Pinterest first focused on developing user groups that were photographers, because photographers provide continuous sharing of high-quality photos. Before attracting real core users, it first needs to have very high-quality content. If the quality of pictures uploaded by users is not screened at the beginning, the threshold for picture uploaders is not lowered, and there are no excellent photographers as seed users , there will be no product value to speak of. Therefore, at each stage of product promotion, it is necessary to first clarify the product purpose and user needs.

2. Crowd/customer density

Try to ensure the density of the customer base to make the promotion effect more focused. Take Zhuge.io as an example. As a data intelligence decision-making platform, during the marketing stage and even the sales process, we need to analyze the customer's industry development value and the market capacity (which can be understood as density) of the customer's industry. Once we have established a brand and benchmark in this industry, the cost of acquiring new customers will be much lower. For example, Internet finance , new retail, online education , insurance, decoration, automobiles , etc. have large market capacity and growth potential, and are also what we focus on and develop.

2. Are you ready before promotion?

Is the product good enough to be marketed to your target audience? Before promotion, you need to confirm the following 3 points:

1. The product is worth promoting

Complete the test among existing users to ensure that the performance parameters of your target users in all aspects of your product are good enough.

2. The product can be promoted

Promotion means that you spend money to buy a position from others, or buy the opportunity for users to reach you. Users will only give you 10 seconds, and your product must be clear, concise, and specific enough to arouse users' interest in exploring your product and their willingness to use it again within 10 seconds.

3. Set up the "tracking code"

Get analytics "tracking" metrics

Note: Taking e-commerce products as an example, they were promoted on QQ and WeChat platforms respectively. From the data performance, from September 30th to October 29th, compared with the QQ platform, the payment conversion rate of new users acquired on the WeChat platform was higher and their purchasing desire was stronger.

4. Basic elements of landing page design

From the first time the user logs in to truly "sticking" the user and continuing to create value for the user, this is a complete chain, and the promotion landing page is the starting point for the user to contact the product. Therefore, the design of the landing page directly affects the success rate of "converting fans".

1. Loading speed

The web version of the landing page is relatively simple, which means that the terminal page must jump successfully after clicking the ad. Therefore, you need to ensure that your landing page loads fast enough and has very high compatibility to ensure that users can jump successfully within a few seconds through any browser and in any network environment.

If it is a mobile device, users need to jump to the download center (such as the app store ) to complete the download. If the user does not turn on the option to allow downloading from third-party sources, the user may be lost, so clear prompts are needed during the download process to help the user complete the download smoothly.

2. Deliver value quickly

What impression should your product leave on users? Can you describe what your product does in 10 seconds and 10 words or less? Or maybe your product has many functions, but which user group does the product need to attract during this promotion phase, and what does the user need to do?

Because, in theory, users acquired through promotion do not have a clear concept of your product and do not know your product. There is a great possibility that they have used many products and may even have used your competitor's products. So why should they switch to you? Therefore, through these 10 words, you should not only tell the benefits that your product can bring to him, but also tell him clearly that you can meet his needs and in what aspects you do better than others.

The role of a landing page is to let users understand what you do and what your advantages are in the shortest possible time. Or if the user is willing to interact with you at a deeper level, then you need to design all the entrances well and provide users with guidance when they are willing to continue reading.

Zhuge io landing page analysis

Note: Taking Zhuge.io official website (virtual data, for demonstration reference only) as an example, through page analysis, high-quality new users and the click behavior of all users on the page are analyzed, so as to continuously optimize the page and make more user behaviors "more like" high-quality new users.

3. Shortest conversion path

Generally speaking, the landing page guides new users to the registration process, which involves the design of the conversion path. More and more companies have realized that phased registration is more effective, that is, users only need to leave an email address or mobile phone number for the first time, and even the registration pages required for different channels and different user groups are different. Let users use/try it first, and then naturally complete the registration and complete the information after discovering the value of the product. Let’s take the " WeChat Reading APP" as an example.

Note: Even Tencent’s products have developed a “trial” function because a small number of users have this demand. They don’t want their WeChat friends to see what book they are reading, or they don’t want to use WeChat to log in to any product other than the WeChat APP. Therefore, the “trial” function optimizes the user loss rate on the login interface with the greatest efficiency.

Attracting new customers is the first step in the entire operation process. If it is not done well, the product will lack soul. The soul is the user. Without the user, no matter how refined and perfect the product is, it is meaningless. In the process of promotion and customer acquisition, the most ideal state is precise reach. This is equivalent to using a large net to catch fish in the sea. It is better to use a small net to block the mouth of the creek where the fish appear. The location of this creek mouth can be found by relying on data.