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Q: How to use WeChat Mini Program to retain customers? What if the WeChat Mini Program is used and then left?
A:
What retains customers is always your products and services, and everything else is just auxiliary tools.
Mini Program is a mobile application based on WeChat launched by WeChat that can bring better experience to users.
At present, the WeChat ecosystem is still very strong, and users' dependence on WeChat remains unabated, which provides a good entry channel for enterprise-level mobile applications.
Before the launch of mini programs, companies’ marketing through WeChat was mainly through the public platform, which promoted dissemination through content on the one hand and connected fans through the operation and maintenance of public accounts on the other.
The emergence of mini programs has enriched the mobile experience that companies bring to users in the WeChat ecosystem. Its nearby mini programs function and the memory function of visited mini programs have brought convenience to users' experience of corporate mobile applications, which are also not available in previous public accounts. In addition, mini programs can be directly embedded in articles of public accounts, giving users a more direct and convenient experience.
The core of customer retention is products and services, but in order to better serve customers, we need some more effective tools and means. Mini Programs are one of them, but the relatively “light” feature of Mini Programs means that it is unreliable to rely on Mini Programs to accomplish such a mission.
As the entrance to user experience, mini programs can bring more customers to enterprises, while customer management tools still require more professional tools to complete. Only when the two achieve data collaboration can an effective customer management solution be formed.
A:
Merchants who are familiar with consumer psychology know that consumers like the feeling of "making a profit when buying", otherwise Double Eleven and Double Twelve would not attract so many people to stay up late to buy.
On the mini program, more customers can be attracted to consume through membership discounts, coupons, rush purchases, group buying, bargaining, etc., which can also better achieve customer sedimentation and truly retain customers.
A:
First of all, the main reason why WeChat Mini Programs are different from other apps is not only that they are easy to use and do not require downloading and installation. You can just exit when not in use. In addition, the Mini Program Mall provides the most core services or products. Therefore, the products in the Mini Program should be simple and not too complicated. Secondly, you can set up some marketing functions in the Mini Program, which is very helpful for user flow and retention. Finally, the Mini Program can interact with users. This requires that during development, try to make the Mini Program and your official account realize data interoperability, which is also conducive to later marketing.
A:
In the second half of the Internet, there are more and more channels for users to inhabit. With the further opening and sharing of mini program function plug-ins, mini programs will be able to further enhance their ability to attract new users. However, the lightweight and beautiful mini-programs are not yet the best products and channels to retain users.
This requires that corporate marketing is also omni-channel. Only in this way can we capture consumers and increase sales.
Connect all channel data and reshape accurate user portraits:
In the era of big data, using comprehensive data to analyze user preferences and behavior trajectories will undoubtedly provide a clearer user portrait.
The era of big data has a very important feature - the fragmentation of consumer data. For example, a product is now basically configured with PC, wap, APP, and may also have a mini-program side in the future. So, how do we connect the fragmented data of each consumer across different channels? Connect the IDs.
For example, if a person has three mobile phones, two email addresses, two addresses, two computers, and an MA number on his mobile phone, how can these many IDs be connected? It is a very difficult and arduous task to unify the data of a person in different channels. This is also a necessary prerequisite for us to gain good consumer insights in the era of big data.
Only by connecting data across all channels and screens can companies more accurately obtain user behavior trajectories. For example, do customers prefer to search and purchase in the mini program, or do they prefer to browse the APP to make purchases? What is the conversion rate of intelligently recommended products?
The integrated customer profile can tell us countless details about individual consumers' purchases, such as: What channels and devices consumers prefer to use to browse and purchase products What kind of content or improvements a company sends out will make each consumer respond better What frequency and time period a company pushes content to each consumer will achieve the best results What products consumers prefer to buy Which promotional offers pushed to consumers will have the best effect What kind of products recommended to consumers will prompt consumer behavior
Scene setting Nowadays, whenever we talk about marketing, we have to talk about scenes, because recommending the right product to the right user in the right scene will generate sales. Based on the user portraits accurately portrayed by big data, marketing and operations personnel can carry out marketing promotions with greater accuracy, whether in terms of promotion content or channels. For example, if a company knows that many users come from WeChat mini programs, then the marketing team can appropriately consider using WeChat mini programs to boost their marketing and introduce traffic from here.
What are the behavioral trajectories of these users in the mini program? Do they flow to the APP, and what is the trajectory in the APP? Based on these real-time user behavior trajectory feedback, creating marketing strategies and content that motivate customers will undoubtedly narrow the distance between products and users.
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