APP promotion strategy and operation ideas behind millions of users

Even good wine needs no bush. "Woniu Decoration" is a good home living application. So what kind of promotion strategy did the product use to reach millions of users?

1. App Market ASO Optimization

The first problem that needs to be solved is how to take advantage of Apple AppStore's word count rules for titles and keywords to cover more and hotter industry search terms. Through tools such as App Radar and AppAnnie, we obtain a large amount of application-related data, including popular applications in the industry, the latest search hot words, competitor ranking data, etc. Then we select the best phrase for matching based on the expected return ratio. Because all data is dynamic and the weight of the application itself is constantly increasing, it is necessary to regularly provide ASO optimization solutions for APP version updates.

Through targeted delivery, we have continuously optimized the number of search hot words for apps entering the top 10 of Apple AppStore from 1 to 112, and the search rankings for core industry hot words such as "decoration, design, and home" have all entered the forefront.

Before launch

After delivery

At the same time, we also carried out Android ASO optimization. As Android distribution channels are relatively scattered, we mainly optimize the mainstream domestic Android application markets, including 360 Mobile Assistant, Tencent App Store, Baidu (Baidu Mobile Assistant, Android Market, 91 Assistant), Wandoujia, Anzhi Market, Xiaomi Store, Huawei App Market, etc. By optimizing Meta information, download comments, application qualifications, etc., we have comprehensively improved the search ranking of Woniu Decoration in the Android market.

Here are five factors that affect the search rankings in the Android app market :

One of the five factors: Meta information

Meta information includes the title, description, and keywords of the application. The more frequently and the higher the position of the target keyword in the above Meta information, the more favorable it is for the search ranking. For example, when searching for "decoration" on 360 Mobile Assistant, the top three applications all contain the keyword "decoration" in their titles and descriptions, and are marked in red font in the search results to facilitate users to better identify them.

The second of the five factors: download volume

This factor is quite important because the more people download the app, the more popular it is, and the higher the rating of the app will be in the app market. There are several ways to increase the number of downloads, such as purchasing advertising recommendation space in the app store, optimizing app market data, and planning marketing activities through new media (Weibo, WeChat) to encourage users to download and try out the app in designated app markets.

The third of the five factors: user reviews

Star ratings and five-star reviews have always been factors that everyone pays more attention to. Although the quantity is not large, it often plays a decisive role in the conversion rate. There will definitely be a 30% difference between applications with good reviews and bad reviews in the same position. Therefore, it is very necessary to encourage users to comment regularly. At the same time, timely responses and optimization can be made based on the questions raised by users in the comments.

The fourth of the five factors: application qualifications

Is it the official version? Is it a high-quality app? Is it safe, virus-free, and Trojan-free? Is it MTC certified and ad-free? When uploading an application, you should submit as much material as possible and pass various certifications. More certifications can give users a greater sense of recognition. At the same time, some Android application markets such as Wandoujia attach great importance to certification, and the top-ranked apps are all relatively comprehensive certified applications.

The fifth factor of the five major factors: version update

No one wants to download an app from 2012. If it hasn't been updated for a few years, it means there will be no subsequent maintenance and upgrades, and it is basically OUT. The same is true for the app market. Apps that are updated frequently will get better ratings. Considering that it usually takes 1 to 2 working days for the app market to review an app, and Saturday and Sunday are the peak days for users to download apps, it is recommended to update the version every Thursday and Friday.

Of course, the factors that affect the search rankings in the Android app market are not just these. They also include the app’s icon, screenshots, categories, products, shelf time, etc. The optimization of search rankings cannot be completed overnight. It is recommended to formulate a long-term (3 to 6 months) ranking optimization plan, carry out operations in an orderly manner, and combine it with other APP promotion methods for combined marketing.

2. App Store Ranking Optimization

Apple AppStore rankings and search bars are the main channels for users to download apps. We took advantage of the ranking rules and update cycles of the app market and integrated the industry's high-quality iOS channels for advertising promotion, which quickly improved the rankings and search rankings of Woniu Decoration, and we regularly maintain the rankings.

The picture below is a screenshot of Woniu Decoration entering the Apple AppStore's overall list at No. 36, the life category list at No. 6, and the popular search list at No. 1.

Woniu Decoration iOS List

Android is more open than Apple. Through business cooperation with the mainstream Android application market in China, we have comprehensively improved the ranking of Woniu Decoration. There are many Android markets, and most of them have PC and mobile versions. Each app market also has rankings within various apps. Therefore, optimizing Android's rankings is a long-term, systematic and relatively tedious task.

Woniu Decoration Android List

During the entire Android app store promotion process, it is necessary to maintain close communication with personnel from major Android market channels and continuously strive for resources for the product, such as special recommendations on the best software list, official certification from the Mumayi App Store, popular recommendations and other resources.

3. Social Media Marketing

Social media is a relatively broad concept. We chose to start with Weibo and WeChat and did three main things:

1. In the early stage, several prize-winning forwarding activities were planned, with the goal of obtaining seed users and increasing user activity;

Woniu Decoration Reposting Promotion

2. In the medium term, we will use creative recommendations from high-quality KOL opinion leaders. The goal is to quickly increase the popularity of the app and gain a group of interested users.

Recommended by Woniu Decoration KOL

3. In the later stage, Sina Weibo Fantong + Tencent Guangdiantong advertisements will be launched, with the goal of obtaining a certain quality and quantity of users every day.

Woniu Decoration Guangdiantong Advertising

(PS: FansTong and GuangdianTong are mainly optimized from the aspects of advertising materials, bid management, and targeting conditions)

4. News Soft Articles & Forum Marketing

Original high-quality content, high-authority media, and search engine optimization are the three basic principles for carrying out soft-text marketing for Woniu Decoration.

It is a relatively effective way to invite columnists of well-known media (36Kr, Huxiu, Titanium Media, etc.) to write articles. The articles written are more in-depth, and then they are disseminated through carefully selected industry portal media, which has a good effect.

At the same time, based on user search behavior, APP reviews are written and published to major mobile phone forums and home communities, describing the special functions and usage experience of Woniu Decoration from the user's perspective, which will expand the scope of soft text dissemination.

5. Search Engine Marketing

Search engine marketing mainly operates in two aspects: SEO&SEM.

The main operations of SEO include optimization of the official website download page, optimization of encyclopedia entries, writing and publishing of Q&A, uploading of document library and video materials, establishment and maintenance of forums, etc., to ensure that when users search for information related to Woniu Decoration, they will be presented with correct, positive and diverse content.

SEM mainly focuses on Baidu mobile search promotion, expanding around brand words and business words.

6. Mobile Union Advertising

There are many mobile alliance advertising channels, so it is necessary to continuously test and optimize the data of each channel based on parameters such as user acquisition cost, single usage time, next-day retention rate, etc., select the most suitable mobile alliance channel for advertising (CPC, CPD, CPA) for the product, and continuously monitor and optimize the advertising effect to improve the conversion rate of Woniu Decoration APP promotion.