In addition to spending money to buy traffic, what other ways are there to gain traffic for free with iOS 11?

Regarding mobile promotion , we always say that the era of buying volume is over. The fierce competition now makes the cost we pay far higher than its actual value. But in fact, we will find that the method of buying volume has not become a thing of the past, but the form is constantly changing.

Below, the editor will analyze the ways to gain free traffic for iOS 11 from the perspective of product technology and optimization, so that you can spend your money wisely.

Technical aspects of the product

From the technical level of the product, the new version of iOS 11 focuses on the functions of AR and iMessage. The iMessage function has been available before, and this time Apple has made a key recommendation on its official website, which can help the product to enrich the user experience , targeted sharing and enhance dissemination.

Regarding AR, we can see that the demonstrations of new phones in Apple's offline experience stores, as well as the recommended App videos and games , all highlight the concept of AR experience. This is the trend of the future, and we can align our steps with Apple as soon as possible.

1. iMessage function display

Currently, there are two main forms of support for iMessage functions on the market. One is to target a certain function page to stimulate user behavior and at the same time enhance dissemination. Another one is the emoticon package , which is used to enrich the user experience.

The above picture lists several product examples. On the left, Dianping supports a functional page for purchasing movie tickets. You can share it with your friends, and your friends can directly click to make a purchase. This is a way to stimulate user behavior in a targeted manner. The Alipay on the right supports the function of sending red envelopes, which is also the user interaction experience that Alipay wants to create most.

On the left side of the above picture is Tmall , which supports sharing with friends the items I have purchased or the items in the shopping cart or favorites. It has a good promoting effect on strengthening sharing and stimulating user consumption. On the right is Mango TV , which supports the emoticon function and enriches the user experience to a certain extent.

2. In-app purchases & subscriptions

The second thing I want to introduce is in-app purchases and subscriptions. The most important point is that starting from iOS11, we can realize the behavior of direct purchase on the App Store . Specifically, the purchase of in-app purchases must be made on the App side. You must first download the App and then make the purchase on the App side.

Starting from iOS 11, Apple broke the boundaries of downloading. By searching the name of in-app purchases, you can directly see the in-app purchase items of the App on the search results page of the App Store. You can directly make purchases without downloading the App, so in-app purchases can also drive an increase in App downloads .

What you see on the right are Tencent Video's in-app purchase items, such as monthly membership subscriptions. From the perspective of the number of in-app purchases, each App can select up to 20 in-app purchase items, and each item can be set with an independent name, description, etc. The maximum character limit for in-app purchase names is 30 characters, and the maximum character limit for descriptions is 45 characters.

The above picture lists some comparisons, the in-app purchase items of Tencent Video. On the left is the App details page , where you can see the display of in-app purchase items. On the right, you can search for monthly membership directly in the App Store. You can directly see the in-app purchase items of Tencent Video in the search results page and make purchases directly.

3. Recommended apps from the same developer

In iOS 11, recommended apps from the same developer are displayed directly at the bottom without switching page tabs. This will increase exposure , but this is not the most important thing.

The most important thing about recommending apps from the same developer is the connection with the brand line . Apps from the same developer are all related to each other to a certain extent, and can provide users with service apps with certain connections in different links.

So from this perspective, providing one-stop services in a field actually constitutes integrated marketing in a small range to a certain extent , which also has a positive effect on improving user stickiness and increasing user awareness of the brand.

Considering that the risks are controllable, you can place more related apps under the developer account, which is also a way to close the traffic .

Product optimization level

1. Optimization of the details page

The responsibility of the detail page is, on the one hand, to provide positive exposure for the brand , and on the other hand, the most important thing is to increase the conversion rate from display to activation , and to maximize the effective conversion of users who view the detail page into activations, which is the ultimate goal.

The above picture shows the comparison of the preview video promotion images on the search results page between iOS 10 and iOS 11.

We can see that the number of preview screenshots and videos displayed on the search results page has increased from two to three, and the display range is smaller, which requires considering the continuity of the composition when designing.

Many products like to use the form of cut pictures. Two pictures form a complete interface. From a creative point of view, it is very novel. However, if these two pictures are placed in the third and fourth positions, it will become awkward, so users can only see half of the picture in the search results, which greatly affects the user experience.

Preview videos can upload up to three videos in iOS 11, and support silent playback. Therefore, when uploading videos, you need to consider the choice of still images. Not only should the style be consistent with the entire set of promotional images, but it should also be branded and beautiful. After all, putting it in the first place also bears the important responsibility of being the first image.

The more important points of preview screenshots are consistent style, clear theme, and the ability to help our products reduce the user's comprehension level to the greatest extent. Promotional pictures must allow users to clearly understand what the App does in the shortest possible time, whether it can meet my needs, and what goals it can help me achieve. It must make users feel that this App is indeed what I need , so as to maximize the conversion of display into activation.

2. Reply to developer background comments

The picture above shows a great platform and function that Apple officially provides to developers. It can help us effectively resolve the impact of negative comments on users, including a problem that Meituan and Ctrip encountered before.

On the right is an example of a Meituan developer replying to a user comment. For users, an official reply from a developer represents how much we value them. Moreover, the content of the developer's reply is visible not only to the commenter but also to all users. From the perspective of building the brand and reputation, it is also an active and constructive guidance.

In the process of replying, we guide users to contact relevant customer service to solve the problems they complained about, improve user experience and reduce user churn . When other users see it, they will know that they have one more option when they encounter similar problems. Users may no longer choose to uninstall directly, but instead contact customer service to resolve the issue based on our reply.

We all know that acquiring users is not easy, but retaining users is even more difficult, so every link is important. In fact, users who can leave comments on the App Store, whether they are positive or negative , actually have strong expectations for our products at the beginning. These are users with higher value for the product. If the product has some new features, we can also guide the user experience by replying to user comments.

Summarize

After reading today’s analysis, have you learned any methods to gain traffic for free? If you have a free method that you want to share with everyone, please leave a message in the comment area below to discuss~~

The author of this article @51coo compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century