5 ways to acquire 10 million users at low cost using mini programs

In the first quarter of 2017, the number of WeChat accounts exceeded 938 million. This article combines 9 mini-program cases to discuss how to make good use of this huge traffic pool to acquire users at low cost or no cost from three aspects: tools , products, and operational trends.

Mobike ’s “30 Days of Free Rides” mini program swept WeChat groups , ushering in the era of marketing for mini programs; the “Anonymous Chat” that swept the Moments ushered in the era of viral marketing for mini programs.

But after "anonymous chat" was blocked, many classmates laughed at the fact that the fire died quickly or mocked WeChat's double standards for enforcing the law against its own children and outsiders.

I haven’t thought deeply about the fact that the mini program has been updated 7 times in the past month. The reason behind this is the unprecedented support of WeChat within the mini program (even public accounts have never had such a privilege), especially since WeChat just announced that the number of monthly active accounts in Q1 2017 exceeded 938 million. Faced with such a huge traffic pool, how can we use mini programs to acquire users at low cost or no cost?

First, let’s take a look at these three mini-apps that have gained millions of users at zero promotion cost: “Relative Relationship Calculator”, “Group App”, and “Hotspot Calendar”.

It can be found that they all have a common attribute: tools

You can first compare "Mini Program" to a blank mobile Internet platform, looking back at the development trajectory of the PC Internet era: the first popular ones were tools (Baidu/navigation websites), followed by functional products ( social / games ). Therefore, mini programs with tool attributes easily reaped the first wave of dividends from WeChat mini programs .

Case | Group application: A business card function, with zero promotion cost, gained 10 million users

Therefore, providing high-efficiency/collaborative office tools (even referring to popular tools on PC/APP) around target users /vertical industry groups is still an idea that can easily capture millions of users.

As the old saying goes, "Success or failure is due to Xiao He." Tools are easily copied. There are no less than 10 results similar to "group application" in the search bar. After capturing users through tools in the early stage, you must take small steps and quickly iterate around user needs to develop highly sticky additional functions/content to convert users and improve your own barriers.

Next, let’s take a look at how independent apps/products can split functions based on user needs and acquire customers with the help of mini programs.

Case | Mobike : March 30: Mobike’s mini app had 50 million unique uses

I believe that everyone must have seen Mobike’s “30 Days of Free Ride” campaign in WeChat groups. The reason why I say that this has opened the era of mini-program marketing is precisely because its entire interactive connection is particularly good, with a nearly native experience, and the registration conversion rate is N times higher than that of ordinary H5 event landing pages .

“30 Days of Free Ride” User Path:

Benefits are offered in advance to attract users to enter their mobile phone numbers → enter their mobile phone numbers to verify/register → enter the mini program to use the service

"Other H5 activity pages" user path:

Benefits are offered in advance to attract users to enter their mobile phone numbers → enter their mobile phone numbers for verification/registration → APP download page → install → log in → set relevant user information → use relevant services

Each additional link results in an average 30% higher attrition rate.

So how can operations students take advantage of the benefits of mini programs? Combine product planning activities to attract new customers /promote activation/paying conversions?

1. Digging into user preferences based on product features: ranking/honor/advantage

The last update of WeChat supports mini-programs that can identify and record the unique ID of each group; rankings/honors based on product user communities can greatly stimulate users to compete, pay, or spread the word.

For example, the King of Glory mini program: combined with product user data, the user ranking mechanism is brought into full play through PK competitions among acquaintances in WeChat groups; operations staff can also combine product user data to trigger an explosion in user communities (similar to Alipay’s ten-year bill/my story with WeChat).

At the same time, it can also be predicted that tools centered around community needs will have another explosive period and will be able to easily gain users. For example, group voting/group three views matching/group anonymity/group level/group check-in/group classification search...

2. High conversion bonus of new display formats in WeChat official accounts /friend circles

Mini programs can be inserted into official account articles for display, making the registration and usage process smoother. For the party that places advertisements, the click-through rate is several times higher than clicking on the original text or long pressing the QR code. In addition, mini programs can also reuse the address information saved by users in WeChat. The purchase process is simple and the user's payment decision is extremely short.

Case | Wanwuzhi: An e-commerce shopping experience comparable to JD.com

Taking advantage of the 520 hotspot, Wanwuzhi and Okamoto jointly launched the "Three Lines of Funeral Poems" activity, which is a good mini-program e-commerce traffic-generating activity:

Users can share the poem pictures on their Moments/public account tweets, and other users can long press and scan the mini-program QR code to directly enter the activity page of the "Wanwuzhi mini-program". Key points: users can browse products seamlessly, with almost native no lag/load and browse products, and the mall mini-program can be saved to the user's mini-program list/template messages can be sent to users.

Let’s take a simple mathematical example: in the past, you spent 100,000 yuan on an event to bring in 1 million UVs. Except for 1,000 purchasing users, you could no longer reach the other 999,000 people. They came and went without a trace. But with the mini program, it is equivalent to automatically adding you to the communication of anyone who browses/clicks on your event page!

For operations colleagues who run activities based on WeChat user relationship chains to acquire users, this is a super super super cost-effective benefit! ! !

3. Stronger operational tool support: template message/customer service message/QR code

There are two things that shocked me when I was using the mini program:

One was when I was trying out a menstrual calendar app, I set the start date and then forgot about it. Seven days later, I received a push notification with a template message: reminding me to set the end time.

The second is to experience a group application mini program, and the customer service interaction in the mini program. After I left the mini program, the customer service conversation message actually appeared in the message list.

Do you know what it means? Usually everyone complains that the entrance to the mini program is too deep, user habits have not been formed, and the opening rate is low. Now with template messages/customer service messages, theoretically you can have N opportunities to actively reach users, and improve stickiness/conversion by N levels (the entrance to the subscription account will change with the message list, not to mention that the mini program is a fixed entrance like the circle of friends, and user access habits are only a matter of time.)

In addition, mini programs now support scanning and jumping to QR codes and adding sharing buttons, which further accelerates the convenience of mini program dissemination. Now, as long as users visit the mini program, it will be automatically saved in the list without the need for additional attention. It is expected that after the mini program explodes in number in the future, it will also allow users to choose to follow it like public accounts.

IV. Vulnerabilities in the imperfect mini-program supervision mechanism

As the supervision mechanism of mini programs is not yet perfect, some rent-seeking space that induces sharing exists; like the "30-day free ride" and "anonymous chat" of Mobike mentioned at the beginning, mini programs such as small tests and mini games with viral fission properties will usher in explosive growth (you can directly refer to the mini games that were once popular on QQ Space/Friends Circle/Weibo)

At the same time, since mini programs are new and are currently being circulated in WeChat groups, many users do not have a strong sense of resistance to advertising.

Case | A live streaming mini program: Inducing users to forward the mini program to get clicks and earn commissions, and then directing users to the official account to redeem the commissions and withdraw cash (the mini program has been banned after 2 months)

5. Open more entrances: Nearby/Menu bar/Bluetooth/Friends circle/ Guangdiantong / App treasure /QQ

With the launch of the "Mini Programs Nearby" entrance: 1 mini program can temporarily locate 10 locations, and if that is not enough, you can apply for a higher number of stores. In addition to the advantages of offline stores in attracting traffic, similar methods of "standing on the street" to attract traffic to mini programs can also bring considerable traffic to mini programs.

In addition, supporting direct access to mini-programs and binding of public accounts from the public account menu bar also greatly facilitates maintaining the advantages of large accounts: 1 public account can be associated with 13 mini-programs, and 1 mini-program can be associated with 3 public accounts.

Open Bluetooth and hardware connections: Smart home and VR -related startups also provide great traffic convenience; it seems that the various sexy smart hardware that I have come into contact with before can also break the industry's advertising restrictions and quickly acquire customers.

Last week, I happened to see an ad page from JD Finance on WeChat Moments that had a highly similar experience to the Mini Program. I couldn't help but imagine: the Mini Program will soon have an entrance to WeChat Moments; it may even have Guangdiantong, a download link to App Store, an entrance to QQ, and a host of other imaginative futures, just like official accounts.

The above points are some of my observations and experiments on the application of "Mini Programs" in marketing and operations in the past two months. If you have more interesting discoveries about "Mini Programs", please leave a message to discuss~

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