Discussing APP user operation from the four elements of attracting new users, retaining users, promoting activation and generating revenue

" In the Name of People ", this fascinating anti-corruption drama, reflects the complex relationship chain between people. Box bacteria has gained an understanding of how to be a person and do things! Internet celebrity Secretary Dakang said: Communists serve the people, not the renminbi. While working on user operations , we can also gain inspiration from the characters portrayed in the drama. Come from users, go to users, understand users, deliver product value to users, and serve users well!

For APP user operations , it is nothing more than user data indicators such as user acquisition , retention , activation, conversion (revenue), etc., and based on user needs, various operation strategies are formulated to improve user data indicators. The ultimate goal of user operation is to increase user retention rate and achieve user monetization revenue;

Box Jun shares with you how to do a good job in user operations from four aspects: user acquisition, retention, activation, and conversion (revenue);

1. Attracting new APP users: Improving user accuracy

To attract new users, it is nothing more than promoting the APP , exposing the brand, and increasing the number of APP downloads and registrations. There are many channels for attracting new APP users, and it is necessary to carry out targeted channel promotion according to the target group of your product.

During the APP channel promotion process, it is necessary to establish a registration channel conversion source analysis table to help us analyze and screen channels;

APP attracts new users in the following ways:

(1) App store promotion and ASO optimization : brushing volume, brushing rankings , score wall ,

(2) Traffic operation ( SEO / SEM ): Optimize the keywords of the official website to improve ranking and traffic ; SEM can select popular keywords for promotion;

(3) Soft article promotion: Use keywords to write marketing soft articles to improve keyword rankings and APP exposure;

(4) Community promotion ( WeChat group /QQ group): Find community promotion for the corresponding user groups. Of course, community promotion also requires skills and is not a pure form of advertising.

① Community name: APP name + name

② Check in to the community every day to increase activity and exposure;

③ Frequently communicate with friends in the group, preferably leading them to the field where your APP is located;

(5) New media operation : Output targeted content based on the target user groups of your own APP and provide users with valuable content;

Common new media channels: WeChat public accounts , Weibo, Toutiao accounts , NetEase self-media , Phoenix self-media , Yidian Zixun , etc.

(6) KOL cooperation: find a large account with the same audience group to cooperate with KOL to increase exposure;

(7) In-app user operations: Stimulate old users to attract new users through activities

Common ones include: PUSH, pop-up promotion, event triggering, event push, focus picture promotion, in-app recommendation promotion;

Attractive activity content can be presented to users in a variety of forms, encouraging users to share activities, causing secondary dissemination and bringing user growth ; for example, Activity Box, an activity operation management SAAS tool for APP applications, can be triggered, delivered, and pushed to users based on user attributes and user scenarios, so as to achieve personalized activity operations for thousands of people and increase user activity;

(8) Sponsorship of offline salon activities, cooperation with stores, registration gifts/vouchers, etc. Offline promotion has certain advantages for APPs that are just starting out;

Note: When promoting through APP channels, you should pay attention to refined operations and improve the quality of attracting new users, which will play a fundamental role in subsequent user activity, retention and conversion;

PS: Regarding user growth, recommended reading

From 0 to 1 users, how to do a good job in user growth operations in the seed stage

《APP brings in new users with old users: 5 ways to motivate old users to bring in a large number of new users》

《4 steps to achieve self-propagation of App applications》

2. After the APP has users, it is necessary to improve the user retention rate

User retention rate is an important indicator for all product operations after launch, such as daily retention, weekly retention, monthly retention, and even half-year retention and annual retention. After the APP has users, the user loss is relatively serious in the first three months after the new user enters the APP, which seriously affects the data indicators of the retention rate;

For APP application operation, the retention rate is usually improved from the following aspects:

1. Starting from the product layer:

(1) Provide good guidance for new users: When new users use your app for the first time, they are not very clear about the product functions and usage, so it is very important to provide good guidance for new users. Good guidance for new users can make users more interested in your app and continue to experience your product.

(2) The APP function must be simple, and the main function points can solve the user's pain points

Many products and developers think that the more functions their products have, the better, and they are eager to cram a large number of functions into the application, but often there is no mainstream function and no distinctive features. Users are not experts in a certain field, nor are they fools. After all, there are leaders in every industry. If your app does not have any attractive features, users will have no reason to continue using your app. Therefore, if an app wants to improve user retention, it should make the app simple and focus on a few features!

(3) Pay attention to user feedback

It is impossible for every product to be perfect in terms of product function experience, so why do users churn? APP operations need to pay attention to user feedback, collect user needs, and then solve problems in a targeted manner to increase user participation and user attention.

2. From the operational level:

(1) Refined, personalized, and personalized operations

Operations are becoming more and more refined, and refined operations rely on user data. Each user has different preferences and user attributes, so APP operations should be carried out according to user attribute tags; Taobao is more familiar to everyone. The startup page, banner image, information flow and other operation positions are used to recommend products according to different user interests and hobbies;

For example, in the following picture: Box Jun has been looking at indoor slippers and men's crossbody bags this week, so Taobao recommended slippers based on recent browsing characteristics; personalized operations give Box Jun a very good experience, so Box Jun now only looks at the "Good Products" channel on Taobao;

(2) Use various operational means to recall users

As we all know, the loss rate of new users is relatively high, but loss does not necessarily mean giving up on their operations. You can use SMS, EDM, Push, public accounts and other channels to wake up these dormant users with attractive activities and more humanized content;

PS: Regarding improving user retention rate, recommended reading

《APP Operation: How to Improve User Retention Rate》

《 App Retention Advanced: 4 Tips to Improve User Experience and Retain Users》

"Only by achieving these 3 points can the precise operation of APP be truly realized"

3. After the retention rate stabilizes, you need to keep users active

(1) Plan activities and activate users

Activities are a good way to activate users, whether online or offline; the content and form of activities can also be diversified. Activities can be planned according to important holidays and hot spots, or users can be activated through daily activities. Daily activities such as signing in and logging in to get points and coupons.

(2) Establish a user incentive system

User motivation is a very important part of Internet product operation . It can even be said that APP user operation is to motivate users through various methods so that they behave in accordance with operational expectations. Expected behaviors can be active, posting, interacting, consuming, etc., which need to be expected according to your own APP business scenarios!

The user incentive system can be formulated from three aspects: material incentive, spiritual incentive, and functional incentive;

(3) Task-based operations to increase user activity

In this regard, what impressed me the most were Baidu Knows and some online operation video courses. In the early days, when I was practicing on Baidu Knows, I went back to complete the task list on Baidu Knows every day in order to quickly improve the account level, and I was quite active.

PS: Regarding improving user activity, recommended reading

The secret to acquiring 600 million active users in 3 years: simplifying the complex

《APP product operation, is “user activity” that difficult to achieve?》

4. Operations are ultimately for conversion and revenue

For operations, it is to help companies do a good job in user operations and realize revenue; especially for e-commerce operations, the KPI of most operations is sales;

There are many ways to achieve user conversion and monetization, the most common ones are:

(1) The APP has a large number of users and high user activity, so advertising fees can be charged through various operating positions;

(2) Provide value-added functional services. Users have a high degree of stickiness to the APP and will also purchase corresponding value-added products. For example, QQ membership, QQ music green diamond, etc., users have become sticky to QQ and QQ music, and want to enjoy more functions, so they are willing to spend money;

(3) Connect to the points mall, conduct e-commerce conversion, and realize monetization;

(4) What is the most valuable thing about Internet products? User data is priceless!

(5) For e-commerce apps, pay attention to the user behavior path; distinguish users at different stages and make targeted strategies; for example, when a user puts a product into the shopping cart but never pays for it, you can trigger a coupon to stimulate the user to pay;

PS: Regarding user monetization, recommended reading

Analysis of Mobile Internet Monetization Methods: Application Distribution (Part 1)

"Analysis of Fenda APP product experience: from the monetized fan economy to the limitations of knowledge sharing"

In conclusion: User operation is the core of Internet product operation. It is necessary to combine user demands for products with user psychology, think about how to achieve user growth, keep users and make them active, make users become your friends, and finally stimulate and promote paid conversion!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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