How to quickly and effectively increase the number of APP users?
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In recent years, more and more people have entered the mobile Internet industry, and APP entrepreneurship has also entered the red ocean era, with a dazzling array of apps. For mobile developers, when their product has the first batch of seed users and they want to continue to develop other users but cannot find an effective way, they will easily fall into a bottleneck period. With more and more competing products, it is particularly difficult for mobile developers to increase the number of APP users and stand out from the crowd to get a share of the pie. So how can they break through the bottleneck and increase the number of APP users quickly and effectively? Find the right strategic direction With so many competing products, how can yours stand out? This is related to the strategic direction of the product. Let’s not talk about how mobile developers promote their products here. If you don’t even understand your own product, don’t have a specific analysis of user portraits, and don’t target the exact group of people, then you will definitely not be able to find the right direction to create good content, let alone how to promote your product. Finding the right strategic direction is the first step in promoting an APP. Mobile developers must have a thorough understanding of their products in order to better deploy promotion plans, break through bottlenecks, and win among many competing products with their own unique content and publicity directions. For example, the currently very popular faceU. There are countless camera products on the market, but faceU still jumped to the popular list of major app stores in a short time. The key lies in the accurate content positioning of the product itself, which captures the favor of young people and allows more people to participate and share the product. Build brand influence Cultivate seed users. If an APP wants to have an explosive growth in the number of users, it must grasp a very important key point, that is, the APP must have its own seed users and mass base. After your product has positioned its target audience and developed seed users, it is necessary to carefully cultivate this group of seed users so that they can spontaneously promote your product and increase the influence of your brand. Continuously create better content to allow seed users to spread in existing circles and reach a wider audience. To acquire seed users, one must be patient, invest time and energy, and listen carefully to the users’ voices. Keep, a fitness software that is now popular in China, started a mine-laying plan before the product was launched, in order to carry out advance publicity for the later product launch. During the internal testing phase when the product was not yet fully developed, Keep launched an activity called "Chief Tester". Through Weibo, WeChat, and communities , it found an internal testing team of about 4,000 people and encouraged many people to download the internal testing version to experience it. It is this group of participating internal users who, after using Keep, continue to contribute their ideas and help Keep produce content that users like. It is this group of users who, after discovering that the product is really good, spontaneously recommend it to more friends. This group of seed users cultivated by Keep played an important role in the official launch, promotion and explosion of Keep. In addition, the use of prizes to stimulate user sharing and the check-in product design experience also attracted more users to participate. Create an encyclopedia. The brand influence of a product can better promote the growth of quantity, so it is very necessary to establish an encyclopedia entry for the product after the product is launched, such as 360 Encyclopedia, Baidu Encyclopedia, Sogou Encyclopedia, etc. These encyclopedias are established to give users something to search and enhance the brand credibility of the product. At the same time, with the help of question-and-answer promotion, Baidu, 360, Zhihu... These platforms have a large number of users and a large potential user group. With the help of these platforms, corresponding topics can be established for joint promotion. Quantitative release. Issue news releases for their own products to ensure that the relevant information of the APP can be included in Baidu, rather than the few relevant information that appear when searching the APP name. Quantitative news can enhance the brand awareness of your product, better help users better understand your product when searching, and also enhance the product's exposure and brand influence. Find the traffic entrance App stores are currently the main traffic entrance for APPs. It is very necessary for mobile developers to list their products in every app store, but listing them does not mean that someone will download your APP. Only after sufficient external publicity is done can it be possible to obtain search volume and then conversion volume, and conversion volume still needs to go through the "medium" of the app store. If you want fast conversion volume, external publicity alone is far from enough. The fastest way is to use the recommendation position of the app store. The app store has large traffic, an open platform, highly targeted users, and fast conversion rates. It is the most direct and simplest way to bring in downloads, and is undoubtedly the best choice for mobile developers to promote their products. With the dominance of traditional app distribution market, more and more third-party app stores are being reshuffled, which also contributes to the high growth of manufacturer app store distribution. The distribution capabilities and ability to reach your users of social app stores are stronger than general channels. In fact, social distribution not only improves the download rate, but also the subsequent installation, activation and even activity. This is particularly important for developers at a time when mobile applications are exploding and distribution costs are increasing. A good application needs to occupy the main recommendation position in the app store, win the usage experience of more users, gain a good reputation and make the product stand out from competitors. This requires cooperation with software stores, such as 360 Mobile Assistant , Baidu Mobile Assistant, App Store, Xiaomi App Store , Gionee Software Store, Huawei App Market , OPPO Cocoa Store ... These are all channels worth investing in for developers when promoting. These software stores have a large number of users and large traffic, and can help developers get more downloads. ASO Search Optimization ASO optimization. I believe that many mobile application developers have heard the term ASO many times during the promotion process in app stores. For startup companies, ASO may be one of the few promotion methods with low investment and high output. According to official data from Gionee Software Store, 60% of distribution comes from search. For Chinese users, this empirical data should be similar in other app stores. It is conceivable that if your application covers enough hot words and ranks high, the number of users it brings in will still be considerable. Of course, a high ranking does not necessarily mean a high number of downloads. Mobile developers also need to understand the rules of ASO and take corresponding actions to better showcase their products. You can optimize your product accordingly in terms of app name, icon design, content description, screenshots and videos, ratings and comments, so that users can understand your APP in the shortest time and simplest way, and then download the product to experience it. Continuously improve user experience As the mobile Internet becomes increasingly fierce, any product must clearly understand that high-quality content is the core competitiveness of the product. Paying attention to user participation and improving user experience are key means to enhance user brand loyalty and bring incremental growth. Currently, the most effective way to bring in traffic is to add social factors. Adding social gameplay can make your product itself have the characteristics of sharing and dissemination, allowing more people to participate in it, develop more potential users, and make the product model no longer a rigid model that can only be used but not expressed. At the same time, adding social factors can also stabilize the user base to a greater extent, improve retention rate , and attract more users. Taking Gionee Software Store as an example, after adding social factors, the activity has steadily increased. By adding social factors such as "LeXiang" and "BangBangCao", more applications of small and medium-sized developers can reach more users through friends' "recommendations". Developers' applications will also be recommended by a large number of users, which means that users are more likely to like the application, ultimately helping developers to effectively improve download, installation and activation efficiency and enhance user reach. Of course, no matter how the promotion is done, the purpose remains the same, and the goal is still to obtain a good number of downloads. However, the promotion direction of all apps should not be to blindly pursue downloads and high rankings. At the same time, it needs to gradually shift to accuracy, high retention, durability, stability, and security.
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