How to operate a mini program? It is easy for Xiaobai to get
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For those who continue to pay attention to mini programs , they have a better understanding of their current status. It was officially launched by WeChat to make up for the shortcomings of subscription accounts and service accounts, emphasizes offline, use it and leave it, and has received mixed reviews in the market. Some people joked that mini programs are just spring in the eyes of programmers . It's so embarrassing, but this situation is also expected, because even many office workers and college students don't know how to subscribe to WeChat subscription accounts . This will further aggravate the polarization of mobile Internet users. People who understand it think it is very low-brow, and people who don’t think it is out of reach. Looking back, the operators who were caught in the middle began to feel the pain. Xiao Lijun insists on staying at the forefront, sharing and guiding with objective thinking on the development of things. Today we will take a look at how the mini program should be operated. In the previous article of the official account , a brief overview of the operation of the mini program was given. Let’s review it with screenshots. Prerequisites for operating mini programs The premise of operating a mini program is to develop a mini program that is suitable for your own business. 1. Suitable for your own business. The link above has already explained which businesses are suitable for developing mini programs. To put it simply, it means: based on offline business physical stores, life tools , simple e-commerce , and local O2O . If a mini program is developed for an unsuitable business and you are asked to operate it, I'm sorry, Xiao Li can't help you. 2. Don’t dream that mini programs will replace apps. On the contrary, you should be cautious before launching a mini program. A bad outcome is that the app is uninstalled, users are lost, and the mini program is tried out and then forgotten. Is it true that there is no entrance to the mini program? My understanding of no entrance is: the mini program does not actively appear in the discovery tab, but requires the user to trigger or scan the first mini program to activate it [the activation method is described in the previous article], and the picture above is the entrance after activation. Is it true that the mini program has no attention? Xiao Lijun believes that his is a weak attention. Since the marketing of WeChat subscription accounts and service accounts brings psychological aversion to users, the mini program adopts the method of "subscribing" with only one visit, that is, the browsed mini program application will be displayed in the mini program list for subsequent viewing and use, just like downloading an APP and being collected in a folder by WeChat. No need to click "Follow this applet" or "Subscribe to this app account " Currently, WeChat has not yet provided enterprise developers with a management backend that allows for individual fan statistics and message push notifications. In order to open up mini-programs for its own ecosystem, WeChat should also give due consideration to developers. Basic user statistics and user portrait descriptions should be completed. We look forward to subsequent updates. With this step, our operations can provide enterprises with practical and effective planning basis through data analysis without considering fans' KPI. The current method to unsubscribe/uninstall a mini program is: Android users long press the mini program app to pop up “Delete”; IOS users long press the mini program and swipe left to click “Delete”. Here is a reminder: when deleting, there is no pop-up window prompting: "Are you sure you want to delete this Mini Program?" Even a novice in Mini Program operation can get started What we need to solve are: how to let accurate users know about our mini program; how to prevent users from leaving after playing [reducing the number of users canceling subscriptions/uninstalling mini programs]; how to make users form fission; and how to provide practical reference for enterprise development through mini programs. 1. How to let targeted users know about our mini program? 1. The era of mobile Internet relying on traffic is gradually disappearing. Precision marketing should attract the attention of every operational marketing personnel . Before operation, it is necessary to describe the user portraits of users applicable to their own business. 2. Store category: The mini program QR code attracts users’ attention with creative design; store activities take different forms; for users’ daily necessities, users can be included in their WeChat groups with preferential treatment. Subsequent community operations will not be expanded for the time being. 3. Forward accurately to WeChat groups and friends. It is best to share the mini program page instead of directly sharing the mini program. The reason is like, I share a valuable subscription account content and suggest you follow it and directly share the WeChat subscription account business card with you and ask you to follow it. Local mini-programs target local groups. It makes little sense to share local mini-programs to national or regional groups. Of course, if you have the resources, you can enjoy them. 4. For online merchants and tools, they can be reasonably announced and released on official websites, public accounts and other online channels. 5. Let the smart you supplement it. 2. How to prevent users from leaving after playing That is: reduce the chances of users unsubscribing/uninstalling the mini program 1. The first page a user accesses to a mini program is not the list page shown above, but the home page. The homepage of the mini program should be concise and clear, allowing users to directly access core business functions and solve their needs. 2. View the mini-program list visually, including mini-program icons and mini-program names. The icon is creative and the name is short and concise, describing what the app does in one word. For example, a small program named "Little Li who makes soy sauce" basically does not last more than two minutes in the eyes of users. 3. Never made light tools. For example, if a developer is working on a calendar, clock, or calculator, this is not advisable, but perhaps a lightweight tool can be commercialized. Women's physiology is dependent on the calendar. Wouldn't it be better if women could customize their own menstrual cycle markers and provide different life suggestions for different menstrual periods? 4. When doing graphic and text promotion, give a detailed introduction to the mini program to assist the first point. 3. How to make users fission 1. Promotional activities attract existing users to invite new users 2. Focus - Online and offline services: Provide customer service functions online [Mini Program API is already provided] to respond to user messages in a timely and effective manner and solve user needs; offline waiters provide attentive guidance or mini program QR code placement and usage process guidance diagram. 3. Focus - High-quality products: No matter how good the service is, it depends on its own products. How to polish high-quality products without detailed explanations and experience smooth advantages? Delicious and tasty advantage? What are the advantages of using it? Price advantage? 4. High-quality products + online and offline services promote word-of-mouth, and users will come naturally. 4. How to provide practical reference for enterprise development through mini programs 1. Supplement the records of user data and behaviors during development, and prepare daily, weekly, monthly and quarterly reports for operations 2. By abstracting the data, we can restore the real user portraits and behaviors, and make operational guidance based on the specific data and its corresponding date stage and product type. 3. To put it bluntly, this point relies on data, which requires operators to have basic data analysis and operation capabilities. 4. Leave the rest to you who have great magical powers to fill in. Finally, the smooth operation requires cooperation among departments, and the results of the operation depend on execution. A true mini program operation requires in-depth processing of each of the above items. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @小李君 is compiled and published by (Qinggua Media). 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