How to operate users well in credit card repayment APP

I wonder if you have stocked up on things for the coming year during the just-passed Double Eleven . As the saying goes, swiping a credit card feels good for a while, but paying it back is extremely painful.

Relevant data show that as of the first quarter of this year, the total amount of credit card loans expected to be outstanding in the first half of the year was 60.47 billion yuan, a month-on-month increase of 12.87%. Judging from the data, the credit card balance repayment business is extremely attractive, and businesses such as Shengbei, Huanbei, and KaKaDai that focus on credit card balance repayment have emerged. This article will take Shengbei APP as an example to analyze how Shengbei APP conducts user operations .

1. Product Analysis

1. Core Features

The main business of Shengbei APP is to provide users with credit card repayment services. Users can choose to repay the loan in installments according to their abilities.

In terms of interest rates, the interest rate of Shengbei APP is 0.019%, while the interest rate of credit cards is 0.05%. Shengbei's interest rate is much lower than the penalty interest rate of credit cards, which is why users choose to use APPs that provide credit card repayment services.

1. Accessibility

(1) Card application: Users can apply for credit cards from major banks in the Shengbei APP. By cooperating with major banks, H5 can be directly embedded without the need to jump to other browsers for operation.

(2) Credit Card Smart Manager: Manage multiple credit cards and use the most intuitive data to analyze users’ credit card usage details.

(3) Credit card benefits: Users can select the issuing bank of their credit card to view all the benefits offered by the bank.

The auxiliary functions of the product are all centered around the scenario of multi-card management, helping users manage their credit cards.

The product function of Shengbei APP meets the usage scenarios where users make large purchases in a short period of time but cannot pay off their credit cards, and it is not a long-term loan. Because its interest rate is lower than that of banks, it has become the first choice for young people who overspend.

2. User Acquisition Methods

Online operation is the main way for Shengbei APP to acquire customers, and some benefits are used to stimulate user registration.

1. Give you credit - old users invite new users

Shengbei APP seizes the user's demand for "increasing credit limit" and stimulates users to send out registration invitations. There are also certain operational skills involved.

(1) When a user sends an invitation message to a friend for the first time, he or she will receive a RMB 500 interest-free credit limit and one opportunity to increase the credit limit.

(2) If the user sends the invitation information to a friend and the friend successfully registers, he or she will receive a RMB 1,000 interest-free credit limit and one opportunity to increase the credit limit.

(3) The opportunity to increase the credit limit obtained will be redeemed through a lottery.

(4) Invited users can receive a 2,000 interest-free credit limit and one month of iQiyi membership.

When a user sends an invitation message to a friend for the first time, the friend does not need to do anything and the user can get an interest-free credit limit of 500 yuan, which makes the user taste the sweetness. As for the subsequent invitation information, the user needs the friend to complete the operation before the interest-free limit can be obtained. In order to obtain a higher interest-free limit reward, the user will encourage his friends to register. Moreover, the Shengbei APP also prepares 2,000 yuan of interest-free limit and one month of iQiyi membership for new users.

Word-of-mouth recommendations from friends can often bring higher user conversion rates to the APP.

1. Use of landing pages

In the "Send You Credit Limit" functional module, the landing page system is used.

When the user clicks on the link sent by a friend, he/she will enter the landing page. After entering the mobile phone number, password and verification code to complete the registration, he/she will become a new user of the Shengbei APP and can receive the benefits prepared by Shengbei.

The copy on the landing page also explains the business of the APP, so users can know what this APP is used for at a glance. The use of landing pages helps Shengbei APP find users with potential needs.

The landing page is also used on the official Weibo of Shengbei APP. Users can directly register an account by clicking on the landing page.

At the top of the landing page, there is a text that reads "You can apply if you have 500 Sesame Credit points ." At the bottom of the registration page, the product is introduced to address the user's pain point of "overdue repayments" in order to attract users to use it. When using financial apps, users pay most attention to security. At the end of the landing page, there are some media reports and displays of cooperating units, allowing users to let down their guard.

In fact, the use of landing pages can not only increase the number of users, but also increase the number of APP downloads, the sales conversion rate of e-commerce APPs, etc. The following is an e-commerce APP operation using the APP activity operation tool Activity Box to set up a product sales landing page. Users click on the landing page content to jump to the product purchase page.

The landing page plays a big role in the user acquisition of Shengbei APP, whether it is the invitation of new users by old users, or the placement of official media channels and other channels.

3. User Operation Guidance

On the homepage of Shengbei APP, you can see a prominent "I want to borrow money" button, which is the main business of Shengbei APP. Users must pass real-name verification before they can proceed with the next operation.

As a user operation, we should try our best to guide users to complete the real-name verification. However, during the experience of Box Jun, apart from the message "XX user completes loan XXX" that keeps scrolling on the page and the prompt when exiting the verification midway, we did not see any other guidance.

Real-name verification of users is the primary condition for users to use the Shengbei APP, and users should be guided to do real-name verification as much as possible.

4. User activity - Community and Shengbei Mall

Now that the APP has users, how to make users willing to stay and play is the next issue that operators need to consider.

1. Shengbei Community

In the Shengbei community, content operations will plan APP-related content, such as "Counting the hidden rules of the 8 major credit cards", "Which credit card is the most cost-effective on Double Eleven", etc., for users to read.

In addition to daily content planning, there are also some event planning , such as the topic activity "Post your bill to get ￥999 cash, no need to eat dirt on Double Eleven". Users need to post their bills in the community and describe them. The one who describes them most carefully can get ￥999 cash.

On the second anniversary of Shengbei APP, it launched the "Find the Card God and Get a Pure Gold Card Worth 4899" campaign. For each card bound by the user, the user can get a 5,000 yuan interest-free credit limit and account security insurance. In addition, the top 10 card gods with the most card bindings can win a physical gold card worth 4899. After receiving the gold cards, many users posted their gold cards in the community.

The content of Shengbei Community is in the form of topics and activities. There is not much content initiated by users, and the official self-media platform will also inform users of activities. Users can see the activities as soon as they enter the APP. Hezijun believes that the existence of the community is not very meaningful.

1. Shengbei Mall

Shengbei Mall provides users with redemption coupons and some physical prizes. Users can use their own provincial coins to redeem interest-free coupons, LeTV membership vouchers, NetEase Cloud Music 10 yuan no-threshold vouchers, etc. Users only need to perform actions specified by the system, such as registration, signing in, applying for credit limits, borrowing money to pay off credit cards, etc., to obtain savings coins.

In addition to coupon redemption, Shengbei Mall also stimulates user usage by offering free game participation.

The game forms are quite common, such as smashing golden eggs, drawing cards, etc. Users can play each game 4 times for free every day. As for the rewards of the game, they are all currently popular products, such as Brown Bear, which is loved by girls, currently popular Apple products, large red envelopes and traffic . In addition, there is a 160 yuan new member gift package provided by Jumei Youpin and coupons for Baidu Takeout. Through these business collaborations, they can enrich their own prizes and also direct traffic to other platforms.

The activity form of small games helps user operations to increase the daily activity of the APP. The Activity Box, an APP activity operation tool , also provides operators with a large number of game activity templates and rich activity forms to help operators increase the daily activity of the APP.

The games provided by Shengbei Mall are simple to operate and have a low threshold for user participation. Driven by rewards, users spontaneously participate in the games.

Shengbei Community and Shengbei Mall help to improve user stickiness and cultivate user usage habits.

Summarize

For Shengbei APP, a credit card repayment APP, the user's average order value profit is relatively low, so it needs to do a good job in user operations and tap into deeper user value. So, if you also have the big goal of saving users' credit cards, you might as well get your users first.