Sharing experience: A WAP page with 10,000 daily active users can steadily bring in 2,000 activations every day!
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Many companies have websites with good traffic. After their own apps are launched, they use various advertising forms (pop-ups, banners, floating ads, etc.) on the website to promote the apps, but the conversion rates are extremely low. Especially when most of the website's traffic comes from search engines. We also encountered this problem at the beginning. We are making a pet APP and have a pet website with 10,000 IPs per day (due to the long-term lack of maintenance of the website, its access sources are basically search engines, and 80% are PC access. We also tried our best to pop up ads for APP downloads on the website, but the activations brought by it every day are in the single digits. After several months of continuous exploration, data analysis and adjustments, we increased the daily activation volume to 2,000. Here’s how to do it: 1. Traffic from external sources such as search directly jumps to the APP download page Users who come from search have very low visit depth and loyalty. If it does not affect the website weight and inclusion, they can jump directly to the APP download page. The conversion rate is many times higher than that of pop-up ads. You can judge the visitor's referer at the nginx level and jump if ($http_referer ~* (sm.cn|baidu|sogou.com|so.com|360.cn|google)) { rewrite .* http://www.xxx.com/download last; } http://www.xxx.com/download ←This is the download landing page of your application (all visits from Shenma search, Baidu, Sogou, 360 search, and Google search will jump to the APP download page). You can also judge in the server-side code and redirect visits from certain specific sources and non-search engine spiders (for specific sources that need to be redirected, please refer to the visit statistics of your own website and which sources have a larger volume). For normal visits by entering the URL, entering from the favorites, search engine spiders, and non-search, the original page is displayed and is not affected. The search snapshot is still the normal original page, so it does not affect the inclusion and weight. 2. Landing Page The conversion rate of a good landing page can differ several times from that of a bad landing page. We treated the landing page as a complex product and spent several months continuously improving and adjusting it. The following aspects need to be considered: 1) PC, PAD, Phone The content and format of the landing page displayed on different devices are different. In addition, you need to determine the currently accessed device in the landing page. If the access is wrong, you need to jump to the corresponding page. For example: When a mobile device visits a PC landing page, it will jump to the mobile device landing page 2) Android, IOS As long as the download address is different, the landing page content can also be different 3) Scan the QR code via WeChat or other apps WeChat will block the download of applications unless you use the micro-download function of App Store . When downloading App Store on an Android phone, if the other party does not have App Store installed, the Android App Store client will be downloaded first, which is a very bad experience. Our approach is: 1. If the judgment is in WeChat: iOS uses the micro-download link. Click the download button to jump to the download page of the AppStore. Android phones use their own landing page, click the download button, a prompt box pops up, and "Open in Browser " to download 2. If you are not in WeChat: Use your own landing page. Click the download button, Android will directly download the installation package, and iOS will jump to the download page of AppStore. Micro-downloads can change templates and background images. It is best to briefly summarize the highlights of the APP in the background image. You can also generate multiple download page templates and download addresses according to channels. 4) Large, medium and small screens The landing page should be compatible with screens of various sizes, especially the mobile landing page 5) Different sources show different content For example: the pet trading content on our website is all under one second-level domain name, jiaoyi.xxx.com. When searching for transaction-related keywords and reaching the page under this second-level domain name, the nginx of our second-level domain name will jump to a special landing page, and the copywriting and content are all related to pet transactions. For example, when it comes to “Buy a pet, get protection”, we need to take user behavior into consideration. For example, if someone searches for pet information on our website, the landing page we jump to tells them: Download the XXX APP to view more pet information. Then the conversion rate will be very low, they will close this page and click on the next search result. So for this type of source, our landing page copy is "Seek help from pet experts." It is best to add statistical code to the landing page, analyze the data every day, and continuously optimize and adjust it. It is best to constantly adjust the copy and page content to find the one with the highest conversion rate. 3. Combine SEO and technical means Increase inclusion and improve weight through SEO There are many ways for professional SEOers to do this. In order to keep the content of this website constantly updated, we wrote some crawlers to capture pet-related information and pet transaction information every few minutes and update them to the relevant channels of the website. At the same time, submit the new content URL to Baidu Webmaster Platform. Want to promote products and get accurate users, click: ASO optimization service Cucumber Advertising Alliance The author of this article @ Charlie is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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