Practical sharing of financial management app promotion plan

Following the stock market downturn in the second half of last year, financial management apps began to appear across all channels . Many apps talk about activation volume , daily active users, weekly retention , etc. Financial management apps directly pursue investment users and amounts, and bosses basically don’t look at other data. Then in this fierce competition, let us talk about what efficient methods financial management apps should adopt in promotion and operation !

Step-1 Apple ASO promotion

The payment rate of Apple users is three times that of Android users (the experience is for reference only). Therefore, in order to quickly achieve results, the main method for iOS is of course to use ASO search rankings and category rankings. It is so simple and crude to pursue ROI. The search keywords are mainly the top three (financial management, investment), and the ranking is mainly maintained by the top 10 financial classification lists.

In the process of operating Apple APP promotion , based on the background user addition, registration, and recharge data, we summarized two points:

1. The higher the ranking on the Apple AppStore rankings, the more efficient it is in acquiring users. Therefore, it is recommended that you try to optimize to a higher ranking within the budget and develop a long-term maintenance plan for the rankings.

2. APP titles , keywords, comments, introductions and screenshots are helpful in improving conversion rates . Therefore, it is recommended that whenever a new version is updated, comments, descriptions and screenshots should be optimized according to new features or marketing activities . In addition, the ranking of financial management and investment keywords can be stabilized in the first place, with more than 1,000 new additions per day.

3. Check whether the registration rate , real-name rate, card binding and other conversions are still normal. If they are, don’t be anxious, because after all, you want users to pay out money to buy financial products, so users need a period of sedimentation. After half a month, if the effect starts to improve and the cost starts to decrease, then you can continue to do it.

Step-2 CPS promotion based on registered investment effect

As for performance-based channels, the financial management app ( Jiedaibao ) views it as directly attracting investment users and settling accounts at a fixed price or a tiered price. This type of channel has obvious advantages and disadvantages, and the waters are more complicated. The advantage is that a large number of investment users can be quickly acquired, greatly reducing the overall promotion cost. The disadvantage is that users coming from some channels have almost no reinvestment, which is what we call "head-scraping". As for how to judge the quality of channels, generally speaking, such channels are mainly divided into two categories: online and offline. Online channels mainly include points and cash rewards, which are the same as points walls . Offline channels mainly come from some large-scale wool parties . In this sense, if the users come in purely online, their quality is relatively better and there may be some repeat investment. Of course, this also depends on the specific channels. If the users come from offline channels, they are often the users organized by the Wool Union to get free stuff. This type of users basically have no reinvestment and leave as soon as they get the free stuff, so their quality is relatively poor. Another obvious difference is that the number of those coming online is generally very small, only a few dozen a day, but the number of those coming from the wool party is very large, with thousands a day. Therefore, performance-based channels need to be placed according to their own needs to avoid blindly pursuing volume.

Step-3 Refined Operation

Method 1: Various activities are very effective in attracting users

Regarding the app content, the main purpose is to attract more users to register or invest and to encourage users to purchase more financial products. For example, new users can register, use their real names, and invest to receive red envelopes; the interest rate will increase on the day of the red envelope activity when they invite friends; and they can receive corresponding gifts based on the ranking of purchase amounts, etc. The activity is mainly promoted in the form of H5 pages on WeChat or some other applications.

Method 2: Call or send SMS to registered customers

There are mainly two types. The first is for those who have registered or used their real names but have never invested. You can ask them why they have not invested. To attract them to invest, tell them that there are red envelopes in their accounts that they can use, emphasize the security of the platform, etc. The second is for users who have invested before but have not invested again for a few months. You can also ask them the reason and have a detailed chat with them. You can tell them about the recent activities and finally give them a red envelope to attract them to invest again, etc. Regaining users requires patience and not being impatient. It can be said that meticulous work is the result of careful work.

For financial management apps, the cost of adding new users is less than 150, which is a relatively good situation; if it is 150-200, it is basically at a normal level. Currently, platforms with a large number of users will gradually move towards branding and focus on user reputation. If some smaller platforms want to survive, they need to work hard and gain a group of large-scale investment users to make a living. There are also some platforms with rich dads. They are the biggest uncertainty factors, but one thing is certain, they will definitely make market competition more intense and lead to an accelerated increase in customer acquisition costs. There will be a major reshuffle this year, let's wait and see.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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