How to operate an operator’s APP well?
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Looking at the APP clients on the market now, the super large ones such as QQ, WeChat, Alipay, UC Browser , Sogou Input Method, etc. are all produced by Internet companies. The largest number of operators are the various mobile business halls. Since the reputation of operators is not very good now, many people have preconceived notions just because of a sign. Many users do this out of necessity in order to check their phone bills, and the usage rate is not high. I was in charge of an operator's APP for more than a year. The download volume, activity, conversion rate and other indicators have all improved. During this period, I experienced failures and the joy of success, and I would like to share them with you here. Product Background When you get an APP, first analyze its historical background, strengths and weaknesses, then set goals and break down operational matters based on the goals. I personally tend to operate from four major aspects: functions, data, features, and activities. This APP is a car service platform, and it was really simple when I first took it over. Why is it difficult? For example, it is easy to see companies guiding visitors to follow the brand’s WeChat at the exhibition. Generally, they only need to give out ordinary ballpoint pens or small rewards such as on-site lucky draws for following. However, if exhibitors want to guide visitors to download the brand’s client, they need to give out medium-sized plush dolls and other items that cost several times more. Relatively speaking, it is easier to follow WeChat, especially for offline cooperation. However, due to issues such as traffic volume and download speed, it is more difficult to get users to willingly download the client during the actual implementation process. Difficulty in guiding downloads may be a common problem for all APPs, but of course they also have their own advantages. The first characteristic is the strong autonomy of the platform. WeChat and Weibo are both developed on third-party platforms and need to follow development/release principles and other constraints (let’s wait and see what WeChat’s light applications will be like). For example, if a company’s official Weibo account is operating well, but as the activity on Weibo decreases, it switches to WeChat. Although the operational experience can be used as a reference, the new platform is equivalent to a new beginning due to the differences in platform characteristics. The client is more controllable from beginning to end, and has greater freedom in independent development and operation. This is why many companies are doing well with their WeChat accounts but still do not give up the client. The second feature is the precise targeting of users on the client side. Data shows that users of this app have a relatively higher brand acceptance, stronger stickiness, and are more active. At the beginning, the number of Apple version users was small (due to the late launch of the Apple version), but the background showed that Apple users were very active and were absolutely high-quality users. Operation and promotion As the second party, we are subject to many restrictions from the operators, with many goals and requirements, but the investment is not proportional. With limited resources, one can only use his brain desperately to survive, which is really a big challenge. After analysis, we developed the following strategy: Focusing on traffic violation inquiry and agency, we expand the services needed by car owners in the automotive aftermarket and optimize the interface to enrich functions. We plan activities to manage existing users to improve their reputation, and then expand the user base to increase activity. Business development: The success rate of cooperation using the operator's name is higher. We plan the vehicle-related resources into functional implementation. Function realization: Under the strengthening of the core violation checking function of the APP, the violation agency is introduced, and the vehicle maintenance is gradually expanded. It also realizes the purchase and activation of annual cards, inquiry of car wash points, issuance of car wash coupons, parking lots, road conditions information, car inspection and other functions to form a comprehensive vehicle service platform. Product Design: Abandon the original information flow model, adopt a colorful, irregular nine-square flat design, and add a bottom menu bar to guide; at the same time, conduct large-scale user surveys, summarize feedback and optimize user experience. Event Operations: A total of 12 events were planned and executed that year. The following table shows 7 of the most representative events (ignore the old-fashioned titles). I divide them into three categories: One is the friend recommendation + lucky draw conducted through the mobile Internet APP client and WeChat dual channels. Judging from the data, the results are good. One is the first release in the App Market + lucky draw. In the first two years, the prizes were just Dangdang Cards, which was not very strong, but the App Market was strong and the results were good. The third type is 100% free use, which is equivalent to allowing users to experience the client's functions. Although the effect is not very significant, this type of activity generally has a stable growth of about 10% year-on-year. Lessons Learned I summarized it into four sentences: "Positioning is dominant, Apple is a treasure, the app market is king, and pre-installed CPA is running fast." What does it mean? Positioning is dominant. The client is an important channel for the layout of mobile Internet , and positioning is the primary principle guiding client operations. For example, the APP that was taken over that year was a traffic and vehicle news platform dominated by novel and fast information, or a communication platform for car owners to gather for self-driving tours and other activities, or a comprehensive service platform that emphasized checking and handling violations and other vehicle affairs... The positioning was always clear first. Apple is a treasure, and the high quality of Apple version users cannot be underestimated. More than 80% of the pioneer users of later smart car systems are screened from the Apple version, so the Apple version client needs to be valued and managed, and even targeted activities can be carried out for users of this version. The app market is king. Offline installation is difficult, and the first choice for online installation is the app market. Judging from the data of the first releases in the application market alone, even if there is no promotion, each infrequent and regular first release can trigger a small peak in downloads. There are still many things you can do in the app market, such as banner promotion on the homepage, inflating the volume and rankings (whispering), or giving gifts for downloads and other types of business cooperation activities that can be slowly explored. Pre-installed CPA is running fast. If you want to quickly gain installation volume and users, offline pre-installation and online CPA promotion are indispensable. Offline pre-installation channels include business halls, mobile phone manufacturers, mobile phones, etc. We have worked in business halls, where the price is about 3 yuan per user, and the volume is guaranteed as long as the money is paid; online CPA promotion is through the APP mobile advertising platform to display various types of embedded promotional advertisements in designated categories of APPs, such as point walls , to guide downloads at a price of about 3 to 4 yuan per household. These two are the best way to quickly gain users. Another development summary APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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