The new version of the APP is launched. Have you done these operations?

The APP has just been launched, so naturally there are many problems, and it needs to be continuously optimized and upgraded. With every upgrade, old users will be confused at first. They don’t know where the new features are and don’t know where to start after the changes. At this time, the operation staff can guide users to gradually get used to using the new features through writing update instructions, interpreting soft articles, planning events , etc. after the APP is launched.

Yes, why doesn’t your app have a group chat function? ”

"It's already there. Update the latest version of the app and check the upper right corner of the message page."

“I updated it, but I didn’t notice it.”

This may be the editor’s daily portrayal every time after updating the version. Every time the APP is upgraded, old users are always confused. They don’t know where the new features are and don’t know where to start after the changes.

After the APP is launched, we can guide users to gradually get used to using new functions through update description writing, soft article interpretation, event planning, etc.

The significance of APP update is——

Updates and iterations reflect the webmaster’s attention, emphasis and maintenance of the APP. Regular updates of the APP have a positive effect on user acquisition and retention . When users see a product that has not been updated for a long time, they will worry that no one is maintaining the platform and the product experience is not good. Therefore, actively updating the product will also allow users to refresh their impression of your APP.

Updated copywriting , there are so many dramas

1. Playful and cute type

If you don’t update your software frequently, you don’t know how much wonderful writing you’ve missed! Ever since Baofeng Player’s killing a programmer as a sacrifice became popular, the update descriptions of various companies have started to become more human, and people can’t help but download them just for the sake of cuteness.

(Storm Video Copywriter, programmers may be the biggest losers)

(Feel the love-hate relationship between product managers and programmers)

(Isn’t this really Kuaishou ’s new office showing off its wealth?)

The update description of Xiziquan is concise, powerful, and moving, and even makes people feel a little sorry for the programmers. The playful update copy instantly brings the product and users closer together, making users feel more intimate when downloading the product.

2. Straightforward description of functions

When updating instructions, you can put the functional description first to let users know the relationship between the product and their own interests.

For example, the newly added search bar function can be described as quickly finding the things you care about, putting the user's strong interests first. Let users know what problems the new feature can solve.

Update instructions can use more short sentences and emphasis symbols to make the text look concise, orderly, and powerful, reducing the cost of user understanding. Users who have been spoiled by 140 characters hate reading long sentences.

(Hualong Lane Update Notes)

3. Make good use of the exposure position and turn it into an advertising column

Secondly, update the description column. As an exposure location that can be seen by the majority of users, you can also write in the focus and benefits of recent promotional activities, so that users can know the recent focus of the product at the first time.

JD.com was very smart in updating the 6.18 promotion to the description, so users knew about the 6.18 promotion when it was updated.

So the smart editor knew what to do next when he saw this. When updating, he could put the World Cup event in the description, as well as the recently promoted e-commerce events, flash sales and other benefits.

(JD.com’s update instructions are very clever)

Soft and soft article, have you written it?

Many sites are accustomed to directly reposting Qianfan’s new function introduction to users. In fact, users are not as rigorous as webmasters and do not care about how many functions have been updated. It only takes one or two strong persuasion points for users to be willing to upgrade and stay.

Kunshan Forum will publish a function explanation after each version update to let users know what content has been updated. Let users feel that someone is carefully maintaining this APP, listening to user opinions and suggestions, and caring about user experience. After each version update, there will be many users commenting below.

Every upgrade is a good opportunity to spread the brand to users and to build a connection between products and users.

1. Be straightforward in your persuasion

The soft article in Kunshan Forum simply and directly explains the characteristics of Kunyou Circle: no advertisements, fun, and beautiful women.

The new dating function was mentioned to meet users' needs for social interaction . In line with the strong interests of users.

And give users a straightforward reason to upgrade: date a beautiful girl. This can already allow users to understand the usefulness of the new features and actively upgrade.

(Friends-making function is now available)

When the cash reward function was launched, instead of telling users that they could cash out through rewards from other users, it was better to directly guide them to upgrade and update by saying that it was easy to make money.

(Cash reward function is online)

When explaining new features to users, it is more important to put yourself in the user's perspective.

Users don’t care what technical flow you use, as long as they know that it is smoother and more stable when they use it.

2. One article explains one function

When guiding users, operators always want to teach users all the functions in one instruction at one time. This practice is not recommended, as users often cannot remember anything after seeing too much information at once. Instead, it makes users feel that the APP is complicated and difficult to use, which may cause users to give up learning.

So the recommended approach is to let users learn one key function at a time.

When introducing the new identity identification function, Kunshan Forum published a separate introductory article to let users know the identity tag function and understand what the identity tag does. The article emphasizes that users obtain labels as a symbol of identity and gives users a sense of honor, thereby guiding users to actively apply for identity tags.

(Identity identification function is online)

When promoting the new red envelope function, Yancheng 123.com directly inserted red envelopes in the article replies and guided users to reply directly to receive red envelopes. If users receive positive feedback after an operation, they will remember this function deeply.

Compared with only publishing a statement to introduce this function but not giving users an immediate opportunity to operate it, the user's awareness will be greatly reduced. As time goes by, users will forget about this blurred function module.

Learning and using immediately, allowing users to try out new functions for the first time can help them understand new functions faster and more deeply.

(Red envelope function is online)

Activities to cultivate user usage habits

When Hualongxiang introduced the new version of short videos, it directly used topic activities to guide users to try the operation. The topic #say hi with the new version of APP short videos# made users understand the short video function and become familiar with the short video publishing operation, thus cultivating the habit of users posting videos in the local circle.

Through long-term guidance of topic activities, users have now been accustomed to the new way of content production.

(Local circle short video function)

Shenmu Forum directly attracts users to participate in the use of the group buying function through e-commerce activities. After the group buying function is upgraded, it continues to guide users to understand what group buying is, how to join the group, and share the group buying through group buying activities.

Group buying needs to be shared with other users, and users need to explain it to other users. During this explanation process, users have fully mastered the use of the new function.

(Mall group buying function)

Please remember to use these promotional slots.

When promoting product soft articles, give them maximum exposure to release product information.

• Umeng PUSH pushes soft articles to wake up dormant users. If the PUSH copy becomes like this, how can I bear to click to cancel? After all, I have been single for more than 20 years!

• The homepage carousel and other advertising spaces release upgrade information to let users know the upgrade information.

• Set up the startup screen and carry out corresponding brand upgrade publicity to let users feel the upgrade and renewal through the visual screen.

• The WAP page advertising space information is released to attract users who have not downloaded the app to download and use it.

When users are familiar with new features, their cognition is consistent.

When getting familiar with a new feature, you need to go through four stages: understand - try - use - share.

Therefore, when we promote new features, we cannot expect users to be fully and thoroughly familiar with the operations in just one go. Promoting new features is a long-term business that requires constant repetition and multi-dimensional and multi-angle guidance of users.

Operations require patience and carefulness, not just publishing functional descriptions.

The author of this article is @口袋君, and it 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