Let’s start with camera, social and music apps to see how registration logic affects registration conversion rate

I usually like to discover new software, try out new software, and of course download and uninstall a lot of software. For a user who has just downloaded the app, the process of opening the trial is very important. Some software require registration when logging in, and you are not allowed to try it out without registration. What’s even more annoying is that you have to fill in various information when registering, which makes me very unhappy. For this kind of software, I might delete it in anger. Of course, it’s also possible that I was in a good mood that day or registration was easy, so I used it. It seems that the APP needs to undergo the user's first test after downloading and before registration.

What is the registration conversion rate?

Registration conversion means converting traffic coming from various channels into registered users within your own app or website through products, so as to increase user stickiness and prepare for their future growth into core users.

The author believes that taking the app registration conversion rate as an example, the registration conversion rate = the number of customers who register the app / the number of customers who download the app for the first time. By comparing it with software in the same industry, it can be determined whether you have won the first battle of the competition.

What factors affect the registration conversion rate?

Judging from the definition of registration conversion rate, there are two main factors that affect the registration conversion rate. One is external help, namely the channel source , and the other is self-charm, namely product design . The display of self-charm is of course affected by many factors such as registration logic, page design, content quality, input method call, product stability , etc.

Registration logic is a very important factor among the above factors, especially for those apps that are just starting out and have little reputation. Because not only me, but many of my friends also complain that it is too troublesome to register for software nowadays, requires too much personal information, and is too unsafe, so they uninstall the software they just downloaded.

This article summarizes the registration logic and conducts case analysis. I hope you can correct me.

Registration behavior analysis

The following figure is the author's analysis of the user's first registration behavior when using the APP:

The above 7 types of uninstalls are the obstacles that users encounter when registering. Of course, the registration process will vary depending on the industry or the different goals of the software. The figure summarizes the commonly used registration logic.

The following is a case analysis of camera, music, and social software.

1. Camera

Registration interface of several camera apps

As can be seen from the picture, most camera products can be used without registration. Except for the butter camera. Because the positioning of Butter Camera is different from other products, it is positioned in the photo sharing community. On the homepage of Huangyou Camera, you can swipe down to update photos. Users can browse without logging in. If they want to comment, they need to register.

2. Music

(1) Kugou Music

As shown in the picture above, after entering Kugou Music, the default interface is the listening interface. You can listen to songs by selecting the appropriate music library or searching for music. You can also add favorites without logging in. If you want to send barrage when Kugou Music is playing, you need to log in. Kugou provides the most diverse login methods, including direct third-party login, and registration can be done by either mobile phone number or Kugou account. Multiple registration and login methods can greatly improve the user's registration conversion rate.

(2) QQ Music

After entering QQ Music, you can select the appropriate music library or search for music to listen to. Unlike Kugou Music, you need to register and log in when collecting songs and sending barrages. What makes QQ Music different from other music is that most of its users are directed from QQ, and its login methods include WeChat login and QQ login. No additional registration is required.

(3) Kuwo Music

When you first download Kuwo Music, you will see the "Sing" interface, where you can upload your songs after singing, or listen to other users' works. Kugou also has this function, but I think the number of user works is not as much as Kuwo, probably because there are more users who sing karaoke on Kuwo.

The "Listen" interface of Kuwo is no different from that of Kugou and QQ Music, but the song interface will recommend popular works that have sung the same song to increase user participation. Kuwo Music is more willing to create a super music community that integrates singing, listening to music and commenting.

Users need to log in when leaving comments or recording songs. The login and registration methods are the same as Kugou, which also uses third-party login and mobile phone or email registration services.

3. Social

The author selected the top social software in the app store for analysis. WeChat, QQ and Weibo are believed to be popular.

The following analysis is based on Yingke , Tantan and Shiba.

(1) Inke

Yingke also provides three ways to log in directly, and also provides a mobile phone registration method, but there is no email registration method.

(2) Tantan

Tantan only provides one registration method: mobile phone number, and a real-life profile picture is required to use it. Maybe it’s because this software has the nature of blind dating. Many dating apps require real-name authentication when registering, making the registration process more complicated.

(3) Video Bar

Shiba provides two login methods, one is to log in with WeChat, and the other is to register with a mobile phone number.

Registration logic analysis summary

In summary, the author cited the examples of camera, music and social apps and summarized the following two points:

Tool software such as cameras, music, alarm clocks, running timers, etc. generally do not require you to log in to use the corresponding functions. Users need to log in only when they want to comment or use special features. More and more of these products are transforming from tool-type products to community-type products. Social software such as live streaming , chatting, dating, community and other software are different for each software, but the login methods are becoming narrower and narrower. Fewer third-party accounts are used to log in, and there is an increasing tendency to let users re-register with their mobile phone numbers. Of course, this is helpful for users to retrieve their passwords and participate, but from another perspective, users will feel that such registrations are increasingly infringing on their privacy and often push inexplicable text messages. Therefore, some community software such as Zhihu, Douban, etc. can be browsed without logging in, first attracting customers to build trust and then reminding them to register. As for registration for dating software, in addition to mobile phone verification, identity verification, photo verification, etc. are also required, and the information is numerous and complicated.

The author believes that social apps should focus more on improving registration logic. They can attract users by offering free browsing of some content, build trust, and remind users to register when they need more in-depth operations. This is more tactful, easier for users to accept, and more confident in winning a beautiful victory in the registration battle. The advantage of this is that you can better select users with a similar style to the app, and prepare them for converting them into core users in the future.

The above is a qualitative analysis of the relationship between registration logic and registration conversion rate. Of course, to more objectively analyze whether the registration logic is suitable or not, we can rely on real data. For example, by doing A/B testing, you can compare the bounce rate of users on the registration interface under different registration plans, which will make it clearer whether one registration plan is more suitable.