APP operation: How to quickly acquire and retain users?

Nowadays, the demographic dividend is getting smaller and smaller. Even Internet companies with large systems are busy acquiring more traffic and extending the user's stay time as much as possible. E-commerce , social networking , pan-entertainment, financial management , consulting, etc. are all using all their tricks to attract users. Then, excluding market traffic from offline promotion , marketing , advertising, etc., the key to success is to have a high proportion of natural product traffic. Here we will focus on introducing several product strategies for quickly attracting users and retaining them in time for your reference.

The first method is to use friends’ endorsement to attract fans

Acquire users: find traffic gathering places → attract fans → transfer.

With the help of WeChat traffic, fans are attracted through social e-commerce products, and fans are directed to public accounts, and then transferred from public accounts to the APP.

Sediment users: Users who have already arrived at the APP, through the new member gift to encourage users to complete the activation → registration → ordering process.

Registering within the APP will give users new member coupons, gifts, etc. to encourage users to complete the registration, and exclusive benefits for new users will encourage users to place orders.

In the whole process, several transfer nodes are very critical, so the whole experience needs to be very smooth, and the strategy should be hidden behind the product form that users can perceive. Users only need to feel that it is fun, interesting and attractive, and cannot passively interrupt the normal shopping process and browsing path.

Example: Group buying - Pinduoduo

There is no related page in WeChat, take QQ as an example:

From 2013 to now, I believe everyone has witnessed the popularity of group buying. After careful discussion and research, it is nothing more than the following key steps to quickly attract fans and accumulate them in the APP.

• Infrastructure: WeChat public account, WeChat group buying mall H5, and group buying products within the APP.
• Key nodes: The H5 on the business details/group participation page directs to the public account, and the public account directs to the APP.
• WeChat public account rules: When the number of fans is less than 500,000, the single payment amount is greater than 5 yuan, and the account will be displayed as a default follow; when the number of fans is ≥500,000, the single payment amount is greater than 10 yuan, and the account will be displayed as a default follow.

If the user actively cancels the follow-up, the default follow-up will no longer be effective.

Strategy:

Take the example of a public account with less than 500,000 followers:

1. Social sharing drives traffic to the official account

Main pages: group creation page, group joining page.

Group opening page: If the payment amount is greater than 5 yuan, there will be a default function to follow the official account, and the user will be registered in the official account; if the payment amount is ≤5 yuan, a sharing mask will pop up after the group is opened to guide the user to complete the sharing. Without interrupting the user's successful attempt to invite friends to join the group, a pop-up window will pop up when the user returns from sharing to guide the user to follow.

The second method is to encourage new customers and distribute commissions at multiple levels.

Acquiring users: Utilize social channels to encourage existing users to share links to invite friends to register. After successful registration, they can become your downstream customers. When the downstream customers make purchases, the sharer will receive commissions. This commission relationship is limited to two levels at most. After the introduction of WeChat’s new policy (prohibiting the existence of commission relationships at the second level or above), it will become a one-level commission relationship at most.

Sediment users: Increase activity and stickiness through various commission sharing methods and reward policies.

Examples: Global Catcher, Momoso

The rules of Global Catcher are currently described in a rather vague way on the APP side. At first, it only had a public account on the WeChat side, which contained a micro-mall. It adopted a multi-level commission system to bind user relationships for rebates. For example, user A shared any link in the micro-mall to WeChat, and friend B (without a superior) clicked on this link to become A's subordinate. Friend B developed a new subordinate C who would automatically become A's second level. Both B and C would give A a commission according to a certain ratio when they shopped. When users make money, if they want to withdraw cash, they need to first purchase the platform’s 299 yuan gift package (this restriction has been relaxed at present).

There are two privileges after purchase: 1. You are eligible to withdraw cash at any time 2. You get a personal promotion exclusive QR code and send it to your WeChat friends or Moments . Your friends can scan the code and become your next customer. This model is very similar to the popular SOIREE little black dress in 2015.

On the one hand, the existence of a withdrawal threshold allows users to improve their understanding of the platform so that they do not ignore their status as sharing experts because money comes too easily. On the other hand, users who cross the threshold are rewarded with personal exclusive QR codes, which can also make users feel honored and proud.

It should be noted here that the QR code is generated for the official account. Therefore, when a user shares the QR code, other users actually reach the public account of Global Catcher when scanning the code. In the process of friends sharing, relying on WeChat, with the help of the acquaintance relationship chain and strong trust as endorsement, friends are more proactive in scanning the code. The product just takes advantage of this to attract fans.

The third type is cash rewards. The more you invite, the more you get.

Example: NetEase Kaola

NetEase Kaola, Beibei.com and Juanpi Discount APP all adopt this method, including sharing, friends accepting invitations, friends placing their first order and other nodes. Depending on the way the APP hopes to guide users, the sharer can get corresponding rewards based on the actions they have taken. The advantage of this method is that it is brute force and direct. Users often obtain the amount of money at key nodes and links. It is simple and easy to understand. The more friends you pull in, the more rewards you will get.

The disadvantage is that users have a stronger profit-making purpose, because at this time non-active word-of-mouth sharing is dominant, the retention rate and repurchase rate of new users may be low, and the levels are also uneven. When using this method, you can consider combining it with honor rewards or points, and add 1-2 user sticky behavior reference items.

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

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