Forgotten interests, where is the operational value of mini programs?
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In the open class on December 28, Zhang Xiaolong shared many key forms and rules of mini programs . Some of them, such as entry support, scenario examples, and functional case descriptions, gave the mini program a more concrete description and also provided guidance for the standardization of mini programs. When discussing why mini programs were created, Zhang Xiaolong elaborated on the blank areas of demand. Looking at the various rules proposed by the public, the position of the mini program is the WeChat ecosystem and user needs. WeChat does not want this, user needs are like this, this is not the user relationship that WeChat expects, etc. The role that is not mentioned prominently, developers and enterprises, may not have the same stance. Admittedly, this so-called blank demand and scenario is a premise, but the more realistic situation is that for enterprises, mini programs are more about considering operational value, cost and competition. Why develop a mini program? For now, no one dares to say that they will bet all their products on mini programs and not consider any other product forms, or not make any plans. Mini programs represent the future. There are two types of development requirements: First, based on existing products, expand new operating positions through mini programs; Second, using mini programs as the first product to try out has relatively low development and trial-and-error costs. Let’s talk specifically about the first situation. For example, if we have made an iOS client, why do we need to make an Android client? Because many users use Android phones, it is necessary to develop Android clients to cover these users. At the same time, it will not affect users using iOS clients. Similarly, when considering developing a mini program, first of all, your product must have an uncovered promotion scenario suitable for the mini program, without directly conflicting with existing channels , rather than diverting existing users, which is putting the cart before the horse. Unless one day, the monetization value of the mini program exceeds that of the client. Then the analysis of uncovered promotion scenarios is one of the key factors in decision-making, which will be analyzed in detail in the next section on promotion value. Obviously, not all products can be separated into new promotion scenarios, or even if there are promotion scenarios, mini programs are not necessarily the optimal form of expression. For example, selling New Year's goods in the window advertisement of the waiting room, or putting a WeChat store with a QR code is just as convenient. How to evaluate user value This is a direct question. We all know that PC has registered user costs, APP has download user costs, APP registered user costs, and public accounts have fan costs. In the early stages of the industry, these costs are quite low, also known as dividends. When the industry has developed for a certain period of time, these costs have a fair and reasonable range. So when it is said (perhaps in a very creative way) that there are no dividends, how do we define the users of the new form of mini-programs, and how do we reasonably define the user value? Zhang Xiaolong said that mini programs are similar to PC websites. Let’s analyze it based on this analogy. The first level of value of a website lies in its stable and growing traffic, which consists of continuous new users + retention . At this point we must understand two things: First, one-time visits are worthless, just like the peak traffic of a website is 100 million, but the daily average is 100,000. There are many simple ways to promote it, such as high visits generated by offline promotion . Only stable retention and continuous visits are valuable. This means that your mini program must be used frequently enough to generate spontaneous return visits in order to effectively enhance user value. The format of official accounts is consistent, so there is a fair 5-10% opening rate, while the return visit rate may vary greatly between different mini programs. It is worth quickly verifying whether your mini program users will make stable return visits through the list or through the QR code set up by the real scene. Second, user relations. Mini programs do not allow direct user associations, but instead provide message subscription templates. This overturns the value of registered users that we usually define (of course you can also try to make a registration page). All mini-programs share a common WeChat account system (similar to accessing a quick login), and with the development of data analysis permissions, user behavior can also be tracked. In addition to service notifications, message subscriptions can also be used to wake up users if they are cleverly configured. More in-depth operational needs, such as commonly used membership and reward methods, require more permissions, which may not be open to mini programs, which goes against the goal of lightweight applications. Therefore, the operational space may be very limited. To sum up, in mini programs based on access, how to make access sustainable and cleverly use basic permissions to establish user relationships may be the key to redefining user value. A new perspective on old scenes When we talked about promotion in the past, we paid great attention to the combination of promotion and scenarios. What mini programs advocate is to deploy points according to usage scenarios and use them when needed. A new scenario does not necessarily mean a new channel, it can also be a new form and a new conversion. This is also the meaning of the uncovered promotion scenarios mentioned above. For example, in the past, when doing ground promotion or offline window advertising, the download cost of the APP was extremely high, and the interactive form of H5 was weak and difficult to generate user binding. The conversion chain of the official account was small, and the form of the mini program was in between, which might bring new conversion effects. When it comes to specific products, you also need to consider your own product direction. Scanning the QR code in a mini program is just a visit. If your product functions cannot allow users to interact quickly and experience the value of the product, even if scanning the QR code is easy, the final retention will be very low. This is the first issue to be considered in promotion: comprehensive consideration of “new scenario” and product form. The second is the issue of promoting competitiveness. The initial promotion of “The Bus is Coming” was to distribute flyers at bus stops and encourage people to follow the official account and use the bus enquiry function. The scenario of scanning the code to check public transportation mentioned in Zhang Xiaolong's speech is actually basically the same, but the carrier is different, and the experience of the mini program may be better. If you delve a little deeper into the scenarios in the case, you’ll discover the different positions of the mini program and the developer. When there are competing products, for mini programs, all you need to do is scan the code and they will prosper. For users, they can just scan the code if there is one, without having to worry about whose mini program it is. But for the product, it means that there is no control over user ownership. In other words, mini programs themselves have no retention threshold, so whether they can establish a competitive threshold is a question. In extreme cases, if all the QR codes at bus stops across the country are posted by you today, and your competitors simply replace them all tomorrow, all your users will be replaced, and all previous promotion costs may be sunk. This is the second issue to consider from the promotion perspective: the competitiveness of the usage or promotion scenario. So in fact, we found that mini programs did not bring a blue ocean of scenarios. Many of the scenarios have been experienced before. The key is how to separate the promotion scenarios that are more suitable for your mini program and have rational expectations for possible user paths, processes and competition. Unknown little happiness 1.9 is online. Perhaps the positions and anxieties advocated throughout the article may not all be put into practice. After all, I hope that there will be more people with open minds who can do more things that break through our cognition and bring more inspiration to operations. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @天佐 (Qinggua Media). Please indicate the author information and source when reprinting! |
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