Online APP and mini program new user traffic and conversion sharing

Today we will talk about platform content, user flow and conversion.

First of all, no matter whether it is operating an APP or a mini program, all measurement indicators are inseparable from a basic data, that is, the user registration base. Therefore, in our daily operations, whether it is planning activities, platform content design, or function development, we must revolve around a basic core, which is whether it can help increase the flow and retention of new users.

Those who have done online operations know that a simple closed loop of operations:

Third-party channels + deposited users (traffic diversion) → + community + activities (active conversion) → platform (retention) → income (monetization)

When operations partners are working, if the platform they encounter is newly developed and launched first, that is the beginning of your hard work. The first stage is data statistical analysis such as user portrait analysis, business model analysis, consumer monetization analysis, etc.

After having basic data support, the second stage is to start editing and planning the writing of online operation plans, online activities and other plans, and at the same time start endless meetings and discussions. After spending a lot of time on implementation, a clear operation idea and work direction are initially formed.

The final third stage is to implement third-party channels and make channel operation plans, while also synchronizing the planning and implementation of platform activities. Generally speaking, each company will have ready-made user data waiting for you to reactivate and activate.

So, what should we do?

First, after completing all the basic data analysis, we will screen, convert, and grade users based on the above closed loop. The purpose of screening is to find users who match your company's business model, business needs, and potential consumers. Generally, most screening methods use telephone contact + WeChat friends.

Why is it necessary to add friends instead of directly guiding them to the platform? First of all, those who have done operations know that the core of operations is active users and to have active users, you must have proactive users. Proactive users are people we can see and touch, so the data registered on the platform looks like just data, while WeChat users are users who can be contacted directly. For example, if you post a circle, the other party can see it, and the user has promotional attributes.

The next step is to carry out conversion. The purpose of conversion is to convert this group of users to channels that are more convenient for promotion and easier to monetize, such as WeChat communities. Community channels are mainly for activity and promotion. Posting a "community announcement" is more direct and convenient than posting a "circle of friends" or an "official account" article. Moreover, community conversion is more likely to form discussions, which invisibly activates your accumulated users.

The last thing to do is to convert to the online platform through the micro community. The only purpose of the conversion platform is to facilitate user recharge and user consumption, so at this time it depends on the platform functions and content.

There are two purposes for user classification. First, through classification, we can help operation partners work more quickly and clarify daily time management to allocate time and energy. Secondly, we can provide more refined services, accurately identify user positioning, improve service quality and expand potential customers through classified services.

1. Platform content analysis

The content of the platform determines user retention and click-through rates, and the richness of the content determines the overall activity data of the platform. Every company has a dream of "going public", and the "financing" stage before going public tests the number of users, and investors value user activity. So if your company paints a rosy picture and says it has plans to go public, then you can't go wrong by listening to me.

In fact, most platforms now display company-related information or business-related content. From the user's perspective, this type of content is the least attractive and is not what customers want to see. So what do customers want to see?

First, let's swap roles and turn ourselves into real customers. You have a demand for this product or service. Without any subjective ideas, you look at the overall content of the platform with doubts and nitpicking, and with a strong desire to solve your own needs.

If the platform makes you uncomfortable in some way, or you feel it is not helpful to you after reading it, or if it does not solve your needs after thinking about it, then you can reverse the process and find out what the platform lacks, how to design it, and what kind of content to upload. At the same time, remember that your subjective consciousness only represents your personal opinion, and your opinion should be similar to that of some of the general public, so that you can solve the problem.

Personal suggestion: Whether the platform content is introducing products or services, a small amount of content can be displayed; other content can be more inclined to the real customer experience, whether it is graphic experience feedback or video on-site interviews.

2. Platform Function Analysis

The platform function determines user activity and recharge consumption. Recharge consumption requires multiple points. Don’t let one platform membership cover all or directly buy out the annual fee without subsequent value-added. Based on user needs, you should explore more from your own products and services. The platform must have at least 3 consumption items to basically meet consumer demand.

For example, online courses, online shopping malls, membership packages, product packages, customized development, etc. If it is a software product, the functions can be split and charged to avoid one-time buyouts and make long-term consumption plans.

Set up a platform currency system, and convert the recharge amount into platform currency. The currency system should be linked to other growth points, such as daily check-in, consumption rebates, evaluation rebates, referral rebates, purchase rebates, information completion, recharge inflation gold, event rebates, etc. These functions all need to be developed by the platform, and the purpose is to mobilize the enthusiasm of users, actively participate in various policies and activities launched by the platform, and increase the conversion rate.

Functional development should be combined with various channels covered by its own business resources. No matter whether it is the B-end or the C-end, as long as it can be used or can increase user recognition, it must be planned. For other functions, you can refer to industry competitive platforms, which will not be elaborated here.

3. Online traffic analysis

In fact, the initial stage of online traffic generation is to activate the company's existing settled users, and then analyze them through screening to classify which ones can be converted, which ones can be followed up, and which ones are directly mismatched, and then carry out daily maintenance in the form of micro-communities.

Then, community fission can be carried out through referrals from old users, online distribution, online activities, etc. At this time, it is necessary to direct traffic to the community, as other channels can easily cause loss.

When attracting traffic, it is necessary to cooperate with offline simultaneous conversions. Offline channel expansion must be linked to platforms or communities. On the one hand, it can save the cost of secondary expansion of customers. On the other hand, offline customer maintenance is inconvenient. Through online maintenance, customer needs can be better solved and profits can be realized.

Most online traffic-generating methods use activities as a driving force. Users can meet their own needs or gain benefits through activities, forming a primary operational closed loop. I personally suggest that if the product or service cannot completely solve the user's needs, you can first achieve initial contact with the user through interest exchange and bundling.

To be honest, based on my more than 10 years of operating experience, I have found that 90% of companies' products or services cannot completely solve user problems. Take children's education as an example. Neither specialty courses nor training courses are necessary for parents or children. Parents only recharge and sign up for their children so that they can better improve themselves and learn more. So when we encounter such demand problems, how do we solve them?

First, refine your own services or products to find the final project, extract and summarize the most attractive points, and use real user feedback to promote and endorse them in the group or platform. The most important thing is to use real-life customer interviews to present them through video.

Author: I want to eat something good

Source: I want to eat something good