What are the blind spots in early APP operation and promotion?

After the app is launched, the next important task must be promotion. The early promotion is more complicated and requires a lot of content to be built. Of course, many problems will arise during this period. Both the operation and the CEO will have many questions. Therefore, we must understand the problems here. Let’s take a look at the blind spots in app operation and promotion .

There are many Android markets , and each application market is also using different means to encourage users to download in order to compete for distribution volume. The most common are various activities in the application market, such as grabbing red envelopes for downloading software, or downloading software to draw prizes, etc. When you participate in the activities, you get exposure opportunities by paying, or get free exposure opportunities by being the first to be released . At this time, the rating of the product can be seen, which will immediately affect the user's judgment of the product. Of course, the same product with a five-star rating has a better download advantage than a one-star rating. As for which one will be more effective, first of all, it depends on the distribution volume of the app market. If you do it in an app market without volume, it will be futile. So I personally recommend that you do it in all of them. Another reason is that the ratings of some app markets are directly related to the threshold for participating in activities in the market itself. If the rating does not meet the standards, your participation in the activities of the app market will be restricted.

There is no doubt that this is useful, because the wider the product is, the more chances it has of exposure and the more likely it is to be downloaded. However, instead of having so much time to do this, you might as well concentrate your time on testing mainstream channels. In the early days of App promotion, we realized that relying solely on the application market was enough, and the users were more accurate. However, many of the current application markets are markets with no volume, and there are only a dozen or even a few markets that can bring you volume. So it is recommended that you don’t need to spend time to cover hundreds of platforms. Another thing is that some platforms do not require you to upload manually. They will grab the download package automatically when they are available in other markets.

ASO is the search optimization of the app store . The points wall is a popular channel because of its simplicity and crudeness, but it is not limited to the points wall. Ground promotion is also possible. For example, when you are doing ground promotion, if your keywords are ranked in the top 10 or 20, at this time there are some real users who have used search to download a certain product. The effect of such fifty real users is more obvious than that of one hundred users using the points wall.

The ASO weight we are talking about does not exist. It is a term derived from the early days of SEO . It is a relative concept. Baidu and Apple have not officially stated that there is such a concept. The industry uses the term "weight" for better expression. It can be divided into several parts: the weight of the product itself, the weight of downloads, descriptions, comments, activation, retention, etc. in the overall weight of the product, and the weight of a specific keyword in the product.

Even without a budget, ASO optimization can still achieve good results. In the eyes of the group leader, the core of all promotions is value realization, and the same is true for ASO. We often see many new products on the AppStore list. After research, we find that this product has enough advantages on the list, and its keyword coverage is also amazing, covering many hot words related to it. However, this approach is not suitable for all products. He may have sufficient promotion funds and team size. Small and medium-sized products should not be compared with them. In the case of limited funds, grasping your core things is the key. For ASO, a product occupying the most effective keywords is the maximum utilization of resources, and often this kind of spending does not require a lot of funds.

Normally, the download rate of accurate users from scanning to downloading should be above 70%. If your delivery channel is very accurate for your user group, then there are several points that will affect the download rate:

1. Place materials

2. Download environment

3. Product factors

Currently, there is no tool that can detect the popularity of a specific keyword in a certain Android application market at all times. You can use Baidu Index to check it out. Another way is to use the drop-down box in each app market to select keywords.

The offline promotion method has been criticized by many people as a bad one, but some companies still insist on using it. It can be seen that offline promotion is not suitable for many companies' products. Some time ago, a product in Beijing gained a lot of users through offline promotion, but the group owner analyzed the product later. The product quickly became popular on the day of the offline promotion and the two days after. But when the group owner continued to monitor, he found that it had no ranking on the social list before the offline promotion, but it was ranked in the top ten on the social list, and finally disappeared. In summary, social products are rampant, and vertical social products are even more numerous. Not to mention other factors, the result of the poor product experience based on these two points is the only result. We always say that Ele.me's offline promotion is a tricky one, with Ele.me QR codes posted everywhere. However, a product that can continuously attract users and completely change the consumption habits of users is a really good promotion method.

It definitely has an effect. For example, when many salespeople face the same customer, the customer can only choose one company in the end. How to choose? Of course, it is the most beneficial to it, which is reflected in the APP in terms of product experience. For example, which e-commerce company offers greater discounts, and which social APP's "chat friends" have more desire to chat. Regarding traffic generation, first let users know that there is such a product. In fact, if you achieve the above points, users will come naturally.

The topic of user activity and user stickiness can really be written as an article. Here are a few simple points: First of all, it depends on the type of product. The usage frequency of different types of products is definitely different. Tool products depend on user needs and can be improved with the help of push , SMS push reminders, etc. Social products can use water armies to activate different users in the early stage. Financial products need to do a good job in revenue, word of mouth, etc., and other channels such as Weibo, WeChat , websites, etc. can also be used to divert traffic.

Taking the Android channel as an example, this needs to be compared. It can be divided into channels, and data from different channels can be compared. If the same product has good retention in some channels but very low retention in other channels, the reason is mostly due to channel selection. However, if you only do ASO optimization and judge by the volume brought by this part, it can also be divided into two parts: one is whether the keywords optimized for the product are consistent with the attributes of the product itself. For example: Fully Free is a platform that provides merchant coupons. The volume brought by the keyword " financial management " is definitely inaccurate users, so the resulting low retention is a very normal thing; the second is that the users brought by keywords related to the attributes of the product itself are relatively accurate. At this time, the low retention requires product analysis, as well as analysis of competing products.

In the early stage of App promotion, whether it is free promotion or paid promotion, the ultimate goal is to find users to test the product. Now many companies are eager to launch products, which makes the products very unstable. If a large number of products are put into use, user retention may be low due to product reasons. It is recommended that a product stabilization period is needed in the early stage. A user feedback group can be established, and incentives can be used to let users report problems with the product. In this process, seed users are accumulated, and the product is gradually stabilizing. Then paid promotion can be gradually tried.

We often say that we should try more new channels. Exchanging volume is actually a better way. Each product has its own user attributes. When exchanging resources, we should first make our own user portraits. Maternal and child products are more suitable for mothers, and two-dimensional products are more suitable for teenagers. After doing this, we will study the user portraits of the replacement. At this time, will a maternal and child product be able to get volume by finding a small fresh product? It should be very few. The second thing is the user scale of the replacement party itself. Grasping these two points will make you more accurate when making resources.

There are several points to consider. First, look at the product attributes. The frequency of use of different products is definitely different. Second, look at the operation promotion. A product may be relatively well made, but it may only be a small part in life. If there are not many operations to attract users to use it, it is also a reason for the low activity. Another reason may be that there are many similar products, and competing products have an advantage. Of course there are other reasons such as the user's own attributes.

Nowadays, relying on forum posting to bring in very few users is rare, so we expect that this time can be used to try various channels. Or post some PR articles. So I personally don’t recommend wasting time on this.