How to acquire high-value and accurate users at low cost?

Before a product goes online, if you are an operator , you should first consider the target audience of the product and acquire accurate users based on the product attributes. As the core users of the product, these people are a crucial application point for product internal testing and operation.

First of all, we should realize that not every product is suitable for high-profile operations, holding various product seminars with great fanfare, inviting top people in the industry, and launching products. Although this kind of operation can indeed achieve very high output in the early stages and the indicators will show a bright green, the most worrying thing about this type of product is that it is all loud thunder but little rain. On the contrary, most products should consider the following issues before launching.

Before a product is launched, we often draw a pie in the sky and confidently make plan A and plan B... but if we find that there is some gap between expectations and reality, we will continue to build momentum and constantly fill the gap in input and output. Until the end, we found that the product was indeed very large and had a large number of users, but the product attributes were constantly redefined, the users were too complex, and the operational pressure was increasing. This is a problem we often encounter.

Before product launch

The early stage of user acquisition should be precise and accurate.

Taking Xiaohongshu as an example, although the products have been launched to their current scale, very few of them have actually appeared in everyone's field of vision. However, they can acquire very high-value users and continue to support them. For example, when the team was making the "Hong Kong Shopping Guide" (the predecessor of Xiaohongshu), it was launched before the Hong Kong Christmas sale. The product manager took the beta version to the Shanghai Exit-Entry Administration Bureau and stayed there for a whole day, specifically looking for women who were queuing up to apply for passes to Hong Kong to try it out, and received unanimous praise. He brought a stack of small cards with him to give out, on which was the QR code of the Xiaohongshu public account . The target users are very clear, represented by women, most of whom are white-collar students, and people who love overseas shopping.

Keep it low-key and simple, and use trial operation to acquire the first batch of seed users .

If a product enters the public eye too quickly, it is likely to cause speculation among users and the industry. If the company is small, there is a high probability that the business model will be copied, or even the entire product framework. In order to prevent this phenomenon from happening, try to go further than others in the early stages of operations, so that you will have the first-mover advantage even if the functions are not fully developed. Therefore, being low-key and simple in the early stages is also a point that operators need to recognize.

Product testing to obtain in-depth information about the product.

There is actually a gap between actual operations and original ideas. In the face of such differentiated information, it is necessary to conduct product testing, obtain more product information, and then think about operations. This is also a high-value means when the product is launched. However, as a startup team, you will find many technical barriers in the process. How to avoid this risk and find your own advantages is also a big problem.

Recognizing the business model is a difficult journey.

Shouldn’t the business model be clearly understood at the outset? In fact, this kind of thinking is inaccurate. I believe that if a product has not been polished by the market, even if the thinking is perfect, the volatility of the market will affect the operation of the product. As the market scale continues to expand, the thinking should also become more mature. This is a gradual process.

User acquisition process

Let's get to the point. The process that should be followed before promoting a new product is mainly divided into three parts: selection of promotion channels , optimization of the landing guide page , and improving retention .

Selection of promotion channels.

First of all, we should identify the existing channels, classify them and select them. At the same time, early promotion channels should be selected that are close to the target population and close to the product. If it deviates from the target population, it is likely to result in input without output, or the output results will not be what is needed. However, if you deviate from the product, even if you acquire users, these users are not your target users. Subsequent user maintenance will not only be cumbersome but also likely to lose value. However, it is also necessary to pay attention to the control of promotion costs and targeted promotional copy .

Optimization of landing page.

Do everything possible to speed up the landing guidance page, make it a static or very small page, and high compatibility is the basis. For example, if you place an ad on WeChat Moments to direct users to an APP, if the user is not an App Store user, the jump process will not be smooth. The general practice is to design an intermediate page, jump to the server, and then choose to download.

Improve retention rate .

To start with, you can improve the objective retention rate by optimizing the product details page, the description of the APP stop page, and the APP startup page. Secondly, use operational means to improve retention in the design process.

Low-cost way to acquire users

What is mainly introduced here are the lower-cost acquisition methods, which startup companies can actually consider. First, the nearly 0-cost way to obtain it:

Second, it is possible to obtain at a lower cost:

There are many ways to acquire users, but if you only rely on large-scale delivery, the final effect may not necessarily meet expectations. Therefore, we still emphasize precise delivery. Choosing a single, suitable, and proficient channel for precise delivery is often more efficient.

User retention operation methods

After user acquisition, the retention cost of existing users becomes an existing problem. The operational means of user retention are divided into four directions: recommended resources, water army interaction, special identity and emotional retention.

Recommended resources and the user’s self-propagation efforts. Some users actually have huge resources themselves. If the product content is appropriate, it is entirely possible to gain the support of this group of people and continuously promote activation and retention.

The water army interacts to ensure that users are not left out. The activities of the water army are mainly divided into two parts: posting and speaking. Posting is actually the output of PGC content, which ensures that user behavior always falls on the product, and speaking also stimulates activity, thereby achieving the purpose of retention. I believe that you can easily understand the other two methods from the literal meaning.

Summarize

In short, there are many ways to acquire users at low cost, but as operators, we should acquire these users more accurately, combine them with the product cycle, and use different operational methods. We must not design various links that deviate from the core in order to achieve indicators.

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

The author of this article @四季 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!