Summary of Android and IOS promotion skills

Many products now spend their time and energy on demand research and product development, but do not take the time to observe the data and user feedback under product promotion.

The objective reason is that there are already too many demands within the company, and it is difficult for product managers to take into account external demands. At the same time, there are still many products that don’t know where to get first-hand user feedback.

Promotion without budget, all so-called resource exchange

Understand your competitors’ promotion methods and then define your own KPIs, rather than just defining your own KPIs

First of all, when promoting an app, we must remember a formula, which is the basis for evaluating the effectiveness of our promotion.

Number of users (number of customers) = traffic * conversion rate

Whether it is an Internet product that wants to increase the number of users or a physical business that wants to increase the number of consumers, there are only two ways in the end:

1. Increase traffic: let more people see you and know you exist.

2. Improve conversion rate: Make those who see you and know you willing to download your products or spend money to buy your products and services.

1. The first factor for app download: App Store

2. Points wall and advertising space

app download points wall

3. Accurate recommendations

4. Super App

1. Selection of Apple's list

2. According to the list, it is divided into: best-selling list, paid list, free list, search list

▲ Apple official list

App Store rankings can be included in the top 150. As long as it drops to 151, the traffic will decrease. You can also use the points wall. Companies can publish tasks on the points wall, and users can get 1 yuan when downloading the app. As long as the tasks are published, 100,000 users can be quickly accumulated in a short period of time. The points wall is used as a platform to earn the difference, but users from this channel are often very inaccurate, and user retention is low and churn is high.

In order to get on the list, some students, in addition to paying for the points wall, will choose to brush the list. To brush the list, they will find a special third party to brush the list through hundreds or thousands of machines, and they can quickly join the list party.

Another thing is to optimize search. Users download apps by searching. This section is divided into search results and search term ranking. For example, the following are the app download results obtained using keywords such as app, 360, and 2.

For example, Didi Hitch was once removed from the shelves because the word "hitch" was purchased by other manufacturers in advance, and searching for "hitch" became searching for other companies' hitch apps.

The second is the order of search ranking. The higher the ranking of the leading search terms given by the same word, the greater the chance of downloading.

1. Collection

2. Activities

3. First Release

ASO core skills for app promotion

2. Channel indicators evaluate channel quality

Many people are working on channels, and some product managers will think that they will look for whatever channel others say is good. In fact, this is not the case. The competitor research mentioned above is one method. If you want to develop an e-commerce app, you can pay attention to the main app channels of mainstream e-commerce apps such as JD.com, Vipshop, and Tmall, and then put them on the corresponding channels.

If you don’t have a budget for channel promotion, you can put it on the free app store and do a conversion rate evaluation, which can also be used as a channel selection method. Download and activate according to the user.

The first indicator to pay attention to is the number of app downloads under the channel, which is the easiest to collect and can be found by simply querying the corresponding application market background. After downloading, users will also register (we call it activation). After activation, they will transition from new users to active users, loyal users, and old users. The number of orders, profits, average order value, ROI, etc. during the user's use are all indicators that need to be paid attention to. Users verify whether the channel is a high-conversion channel or a channel that is mainly responsible for attracting volume.

3. Optimize product iterations from channel indicator data

Many product managers observe channel data and find a phenomenon: some students uninstall the app shortly after downloading it, and then download the app again after a while. This is actually inseparable from the user's product usage needs.

We must have an objective understanding that many apps are low-frequency and some are high-frequency.

For example, WeChat is a social tool, and everyone needs to chat on the Internet, so it is used most frequently. You can see that similar social tools like WeChat have occupied more than 40% of users' usage time.

There are also many low-frequency apps, such as the app called Moving Tools, which is a low-frequency app. It will only be downloaded when there is a need to move, and it is rarely used at other times. But as long as you move, you have to use it.

So you see, for low-frequency but profitable apps, they must create high-frequency business entrances that do not make money or even lose money, so as to induce users to pay at a low frequency through high frequency. A typical example is the carpooling service launched by taxi-hailing software. Even if carpooling does not make money, as long as more people use it, there will definitely be users who choose private cars or even special services.

Step 1: Understand the purpose of promotion

Step 2: The promotion budget you can give

Step 3: Observe the perfection of the product

4. Technical means to improve promotion conversion rate

Nowadays, many apps will cooperate with websites and H5 for promotion. Through channel clicks, users visit H5 and then enter the app market to download.

But there are 3 problems

1. The accessed content and the redirected page are inconsistent

For example, because the app has not been downloaded, the content visited becomes the app download page, lacking the transition page guidance.

2. After downloading the app page, open it and the link content is inconsistent

The app page entered through H5 download is the app's homepage, which prevents users from accessing the content again.

3. The page jump path is too long, and user loss is extremely high.

On this basis, the Deferred Deeplink technology further solves the situation where the App is not installed - download the App first and delay jumping to the specified page.

Some people say that it can effectively improve traffic monetization and reduce conversion loss rate by 40%.

The above are the technical points that product managers should know when promoting apps. You can also view the following two charts

That’s all for today’s sharing.

Author: Kevin's Little Changes in the World

Source: Kevin's Little Changes to the World