Experienced APP operators, is this how they attract users?

If you think of an APP as a car, then the operator is the driver, and the user is of course your passenger; how to get the passengers to the destination safely and smoothly is as important as the driver's driving job!

For e-commerce apps, the user’s final destination is to complete the order and payment;

For financial apps such as wealth management and P2P , the end point for users is to complete their investment ;

For food delivery and group buying apps, the user’s final destination is to complete the purchase;

In order for users to reach the destination smoothly, the product needs to build the APP car well, and the operation also needs to use various operation methods to ensure that users arrive smoothly. How to do it?

1. Brand, brand, and proactive brand exposure

Without passengers, is there any point in driving this car? For an APP, users are the prerequisite for survival. Without users, it is useless! Therefore, by building a brand, a foundation is laid for a steady stream of downloads; of course, brand promotion strategies vary from industry to industry.

1. For financial apps such as lending, financial management, and P2P:

For users, when choosing a financial APP and making financial investments, they must choose one with higher security and high popularity, which will be more secure; therefore, when choosing to build a brand, you can start from these two aspects:

(1) Find a powerful godfather

① Lufax APP has always emphasized on its startup page that it is a subsidiary of Ping An Group; ② Aiqianjin also highlights its connection to Huaxia Bank’s custody system on its startup page; ③ PPmoney is connected to Xiamen Bank’s fund custody system; the three have one thing in common, which is to find a backer and use the help of a "godfather" to create a sense of security for their brand. Let me tell you all: I have a godfather behind me, and someone is backing me up. You will all be protected, so please feel free to make your financial investments.

(2) Find A-list celebrities to endorse your brand

In fact, it is not just financial products that use celebrities to endorse their products. For an app, it can help shape its brand image and cause a wave of good publicity, which is called the "celebrity effect". Among financial apps, there are some that have become popular by using celebrities, such as: ① Jiedaibao - Yu Quan; ② Tuandai.com - Wang Baoqiang; ③ Zimaxing - Fan Bingbing; ④ Aiqianjin - endorsed by Wang Han;

2. For educational apps:

There are also many apps in the education industry, with many industry classifications, such as early childhood education, online learning, question banks, live courses, etc.

(1) Can cooperate with schools and educational institutions

Being able to cooperate with schools is a very good channel for brand promotion. To cooperate with schools, more formal products are needed; however, if it is to cooperate with educational institutions, there will be fewer restrictions, and most of the audience is directly to parents; in addition to providing good course content, educational products must also improve the brand's image in the eyes of parents. After all, parents still have the final say!

Of course, if it is a question bank type, free education app, etc., it is necessary to improve the image in the minds of users through high-quality content, and it should create a sense of professionalism;

For example, if you want to take exams for banking or civil service, you can just look at Offcn and Huatu. Chalk civil service exams, etc. It is very important to create a sense of professionalism in your field.

(2) Using student achievements to promote your brand

This method is similar to the principle of looking for celebrities to endorse financial apps. You will often see many educational institutions announce the results of the college entrance examination, saying that XX people have passed the key university entrance line, and the key university admission rate has reached XXX, etc. In fact, this is also to increase parents and students' awareness of the institution's brand;

When it comes to attracting new customers and promoting educational products, building a brand and gaining recognition from parents are of great significance. Each parent meeting will communicate with different parents. A good APP product can become a topic among parents, which also plays an invisible role in brand communication.

2. A real veteran can get users to cooperate with him in his performance

To be liked, you must first take the initiative to flirt with others. If you are too aloof… can you make friends with aloofness? The same is true for the relationship between APP operations and users. If you don’t take the initiative to find users and understand them, how can you create functions, content, activities, etc. that users like? Will user stickiness be high?

1. Take the initiative to hook up with users

In the era of refined operations, understanding users is the foundation. Users tend to be rather pretentious and repressed. If you don’t take the initiative, nothing will get done. Therefore, operators need to take the initiative. Especially at the beginning of the APP launch, you need to actively look for seed users and actively flirt with your target users ;

Of course, there are many ways to attract users in the seed stage. Hezijun once wrote an article "From 0 to 1, how can APP do a good job in user growth operation in the seed stage", which introduced several effective methods of acquiring seed users. Seed users play a big role in the secondary dissemination of products and can help the APP to continuously bring in downloads.

PS: Being an experienced person does not mean being a braggart. A braggart will exaggerate his product from the beginning and raise the user's expectations very high, but when the user uses your app, they find that it is not the case. At the same time, you have already lost the user's trust in your app, so what kind of user can you talk about?

2. Find out the user needs and make articles around them

People need to find common topics to communicate better. The same is true for Internet product operators and users. Operators need to take the initiative to flirt with users. In addition to understanding users, they need to analyze users, find their needs and pain points, and then cater to their needs. Let users feel that you understand them, which will gradually increase the stickiness of users to your products.

Several common ways to understand users:

(1) User portrait analysis : User portraits enable operators to quickly understand their users. Of course, the creation of user portraits is relatively complex and requires the collection of user data and modeling analysis.

If your company has professional UE colleagues, it will be easier to find relevant colleagues to get relevant product user analysis and quickly understand users;

As far as we know, few products have done special user portrait analysis. Most of them rely on third-party platforms to obtain some basic attributes of users, such as gender, region, age, broad interests and hobbies, device status, etc., and then group and label users to form various label groups.

3D User Portrait

(2) Questionnaire surveys and meaningful activities

There are many forms of activities, such as H5 mini -games , big turntables, shake apps, etc. However, these activities are only for brand promotion and cannot directly collect user data. Although questionnaire surveys are troublesome, they can be very helpful in understanding users.

① When a new user downloads the APP and completes the registration, a questionnaire activity can be triggered for the user. When the user completes the questionnaire, he or she will have a chance to win a prize. When the user completes the questionnaire, it also means that you have obtained the user data you want, which is a meaningful activity.

② If the user is an old user, you can set some questions that can help you get to know the user in depth, such as occupation, hobbies, etc.; try to obtain more user data and enrich the tag library of a single user; for example:

Financial APP products: The most common one is the questionnaire survey for investment preference assessment. Through the questionnaire, we can understand the user's risk tolerance, and in the subsequent financial product recommendations, we can recommend financial products that suit the user. Furthermore, you can also complete the user's label by asking the user to complete the account information.

News and information APP products: The most common one is that after users download and open the APP, they will be asked to select the column categories of their interest and analyze their interests. After the analysis is completed, more accurate information content will be recommended to users for reading;

Regarding questionnaire activities within APP applications, generally speaking, this type of activity function is more complicated to implement and requires more powerful technology. Therefore, most operators will choose third-party APP activity operation tools to implement it. For example, Activity Box , an activity operation tool for APP applications, can trigger, push and launch various in-app activities through user attribute tags and APP user scenarios, effectively improving user activity and retention rates , and stimulating the acquisition of new users.

(3) Communicate more with users to understand their needs and true psychology

Communication with users can be done online or offline. Generally speaking, it is one-on-one communication, which can be casual chatting or in-depth interviews. You can use WeChat , QQ, phone, or make an appointment to have afternoon tea or dinner, etc. This can establish close connections with users, shorten the distance between them, and enable more efficient communication with users, thereby understanding their true views on the product and their psychology; it can help APP products to be better updated and iterated to achieve the user's ideal state.

In conclusion: An experienced operator must know how to tease users, make them feel that you are interesting, and seduce them in return. At this moment, users' stickiness to your product is very high.

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

This article was compiled and published by @活動盒運動社 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map