APP promotion and operation: How to improve user traffic conversion

Traffic is the object of operations . How to quickly increase user traffic? I offer three reference methods.

Tool application, link tracking and data management.

1. Tool application - to ensure a steady flow of traffic, tools can improve operational efficiency and expand the publicity radius.
2. Link tracking - make users invisible, monitor user behavior, and understand user dynamics and status.
3. Data control - give operations a handle, divert and stratify data, reduce evaporation, and increase user retention.

Tool Application

Proficient in tools and methods

Analyze how to acquire users (new users). New users often find the products they need through third-party channels . Operations need to prepare their own tools or use some methods provided by third-party platforms to promote product content on third-party platforms.

Comparing the third-party channel to a fish pond, we get the formula: user = fish pond + tools + content + method.

Here are two examples:

1. Users gained through Baidu promotion = Baidu (fish pond) + bidding account (tool) + promotional materials (content) + bidding customer acquisition method (method).
2. The number of users gained by WeChat official account = WeChat (fish pond) + WeChat official account (tool) + WeChat articles (content) + WeChat articles exceeding 100,000 + reading secrets (method)

The fish in the pond will move, the content will be upgraded, and the methods and tools will also be iterated. If any of these four parts is missing, it will not work.

Compared with the irresistible content of the fish pond that is difficult to control, tools and methods are what operators need to focus on learning and paying attention to, and they should keep abreast of the latest customer acquisition methods and tools. For example, bidding to save money, tools to prevent malicious clicks, WeChat public account typesetting tools, and what types of titles can catch people's attention.

Loophole-finding method

There are loopholes in the fish pond and in human nature. We should seize the loopholes in the fish pond and in human nature, swim between the closing and opening of the cracks, bind human nature and interests, and drill in and out of the rules.

For example, the 1 yuan purchase + postage model, the flash sale + prize model, the information + download model, the front is a gimmick and the back is a profit point.

The focus of 1 yuan online shopping is on postage, such as Longines watches. Flash sales and information can attract user attention and obtain user information.

Link Tracking

Link tracking is like installing a non-sleeping camera on the link, making it impossible for users to hide.

Link tracking is divided into three parts: 1. Building user channels, 2. Monitoring user behavior , and 3. Tracking conversion effects.

1. Build user channels

First locate the user's position, then find the user path, and finally build the user channel.

Where are the users? There are places with traffic and popularity. Internet search is a place with traffic, and social communities are popular places.

Sometimes users discover and find products through one path, and sometimes through two paths.

• One path: For example, if a user uses Baidu to search , finds the information he needs, and clicks on the creative browsing page
• Two paths: For example, a user sees a product on WeChat Moments , then searches for the product on Baidu, and then browses the product information.

Once users and paths are found, channels need to be built. User channels must have sites, tracks, and vehicles. Taking Baidu bidding as an example, is the landing page a site or a car? The landing page is the car, the creative is the starting point, the consultation and registration is the terminal, and the ULR is the track. Many novices design landing pages that look beautiful, but fail to consider practicality. The first function of a car is to carry passengers, and the second function is comfort. The purpose of a landing page is to allow customers to obtain valuable information, continue browsing, and smoothly take customers to the final destination, avoiding users getting off midway.

2. Monitor user behavior

There is a saying in the marketing industry: look at the user's legs, don't listen to the user's mouth. The website (product) can monitor the user's behavior records on the website, and this behavior record is important data support for other departments. Where should you focus on users coming from? What have you done on the website (product)? What is left behind? Why do you want to leave?

By analyzing user behavior, we can understand the specific purpose of users visiting the website (product) and whether the website (product) has met the users' expectations. Whether users are willing to spend money or time for this; if data is found to be abnormal or the expected goals of the website (product) are not achieved, the website (product) can be upgraded based on user behavior data.

1. Where it comes from includes both the promotion channel and the entry page.
2. What has been done? Mature websites (products) can observe the user's payment analysis quadrant: consulted and paid, consulted but not paid, not consulted and paid, not consulted and not paid. Focus on exploring customers who have consulted but not paid and customers who have not consulted but have paid, find out the reasons why users consulted but did not consume, and provide these to sales staff.
3. In addition to normal users, there are also water armies or hackers who may visit your website (product) and find users with suspicious behavior and clean them out.
4. What is left behind , whether the user leaves personal information on the website, or leaves a message or complains about dissatisfaction with the website (product), the optimization and revision of the website will benefit from this.
5. Why do users leave ? Some leave for subjective reasons, while others leave for objective reasons. But no matter what the reason is for leaving the website (product), you should carefully conduct statistical analysis to find out the reasons why users left due to objective events.

——This paragraph is excerpted from " Internet Operation Practical Manual", written by Li Chunlei (Wenquan Xiaohuohua).

3. Track conversion results

When visitors brought to the website (product) through publicity and promotion enter the website (product), some users will be converted. These users may have left information when registering on the website, or they may have left personal information by scanning the QR code in the promotion. When a visitor leaves personal information (name, contact information, home address, etc.) on a website (product), we say that the user has been converted.

Conversion effect focuses on two aspects: online conversion and offline conversion

1. Online conversion : visitors can become website (product) users by leaving personal information through registration channels, online consultations (online consultations, telephone consultations), free products, paid products, activities, software applications, coupons, communities, and third-party logins.

2. Offline conversion : The process of converting strangers into users through offline marketing activities, conference marketing, in-store consultation, flyer distribution, etc. is called offline conversion. Users converted offline are sometimes more accurate. For example, an O2O food delivery company may hold a registration and gift-giving event around office buildings, targeting office workers in nearby office buildings.

Data Control

Data management and control starts from three aspects: data analysis , data stratification and data diversion.

1. Data Analysis

Data analysis should analyze user models, user activity, and input-output ratio one by one.

User identity can help operations build user models, reduce workload for business departments, and verify the value of websites (products). There are five basic dimensions for analyzing user identity: region, gender, age, occupation, and mobile phone.

(1) Region

Where do the users come from, domestic or foreign? North or South? Hebei Province or Guangdong Province? The regional differences in users can be used to infer the focus of publicity and promotion, or it may be that the website (product) is very popular in that region.

(2) Gender

Determine based on gender whether your website (product) is more appealing to men or women.

(3) Age

The behaviors and intentions of users of different age groups are different. It is necessary to analyze which group of people are the core user groups.

(4) Occupation

Occupation is also a label for judging a group. For example, most of the users on a certain vocational training school’s website are chefs, waiters, security guards and other service industry workers. Based on this information, the operator chooses a more precise group of people in the service industry when placing advertisements. Sure enough, the number of website users increased sharply and sales performance soared.

(5) Mobile phone

The phone number is the most important user information and the link between the user and the business. If the first four identity tags are not obtained, only the mobile phone number can be queried, but if the mobile phone number is not available, the first four tags are useless.

User activity development

Some customers will gradually disappear over time. Those who stay or users who frequently visit our company's website (product) are called retained users. Activities are the catapults of user activity. Organize more online and offline activities . Of course, high-quality top resources will also bring user activity, such as offline sharing seminars by big names in a certain field.

Analyze the input-output ratio

Any operation and promotion without ROI is just hooliganism.

Return on investment ( ROI ) = annual profit or average annual profit / total investment × 100% .

Baidu promotion is the promotion model that reflects the most obvious ROI. By investing 100 yuan, you can find out how many visitors came and how many of them were converted into customers. It can be said that ROI is the only criterion for measuring the quality of promotion channels ! The media channel recommends you a billboard on the side of the city highway. The billboard is erected beside a highway into the city. The salesperson claims that 50,000 people pass by this billboard every day, and it only costs 1 million yuan in advertising fees a year, and it will be viewed 1.8 million times a year.

The daily user traffic of 50,000 is pale and powerless. Who are these 50,000 users? There are people with various needs. How many of them need your product that you don’t know? How many people remember the advertisement or inquired about the product? I don’t know whether the 1 million yuan advertising fee invested in this billboard can be recovered? If you are unclear about all the key points of advertising monitoring effects, please think twice before investing your advertising budget.

2. Data stratification

Please treat different users differently, with different channels, different conversion times, and different goal orientations.

If users are compared to fish, there are large and small species of fish, and cold-water fish will die if placed in a hot water pool.

You can use CRM products to filter users and sort them into different fish ponds.

3. Data diversion

Data diversion master eight characters: combine and divide, keep and flow

This means that the data that is merged together must be separated and transformed. What needs to be noted is to establish a reasonable and effective diversion mechanism, follow up and provide feedback in a timely manner, and repeat this cycle.

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

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