How to deal with seed users in the early stage of APP operation

I always try to find the original thread in the tangled ball of APP operation , then straighten it and wind it into a ball again. However, I made too many mistakes in the past operations. Even today, when I want to move forward, I find it difficult to take a single step. When I want to turn around, I am faced with the dilemma of how to find the end of the thread. Finally, I suddenly realized: I was wrong at the early stage of APP operation at that time.

What did I do wrong in the early stages of APP operation?

At that time, I was a newcomer, and newcomers needed to achieve results to get promoted, so I only considered one thing, which was how to quickly bring in users. I got some budget and started to build channels for promotion . As a result, I spent money to attract some users, but the result was that no one was retained. Why is this the case?

1. The product is not perfect and bugs frequently occur

2. Inaccurate positioning of target groups, focusing on quantity rather than quality

3. APP lacks continuous innovation and iteration capabilities

Because the product was not polished enough in the early stage, I encountered more than just the problem of no retention. There were also cases where users went to the APPStore to give bad reviews to the APP, which caused other users to give up downloading when they chose to. Because the product had a bad reputation, it also affected a part of the hidden download volume (people around the users). In the end, there was no choice but to spend money to buy five-star reviews. Unfortunately, they were unlucky and encountered a severe crackdown by Apple, and the APP was removed from the shelves. My good friend, Xing Dongjin, CEO of Chan Master , said that this process was the process in which an APP died because the operators were eager for quick success and instant benefits, and we must reflect and think about it carefully.

What is the purpose of finding seed users ?

After reading the above examples, we can easily find that in the early stage of APP operation, we do not seek download volume, because before starting to increase the volume, we must first solve product problems. To solve product problems, we must first collect product problems. The first batch of users are often the best source of problem feedback. So, through which channels can we collect user problems?

1. WeChat experience group

2. Own official open platform

3. APP Comment Area

4. Product Baidu Post Bar (Don’t say you don’t have it)

5. User Interviews

6. Online Questionnaire (Beautiful H5 Page )

7. Other channels

If three users report the same functional bug, it should be resolved, even if it means removing the APP from the shelves. If the product is not removed from the shelves now, do we have to wait until the comment section is full of negative reviews? It is always better to solve the problem early than late. Moreover, our ASO optimization technicians believe that after solving the product problems, we can put a lot of effort into promotion, because after establishing an interactive relationship with the first batch of users, when users see that the product is constantly improving based on their suggestions, it may bring about a significant word-of-mouth effect.

Example: An APP collects product questions on its own PC official forum, as shown in the figure

This APP does not lack the first batch of users, because its PC portal website already has traffic support, which can be seen from the number of readings and replies to each article. However, accumulating customers on the PC side first is a long website operation process and is not suitable for entrepreneurial developers. Then the problem arises.

How to find seed users

[Write a story]

There is a reading APP (avoid advertising and not mention the name). The company has three people running it and not much budget for promotion. How did they find the first batch of users? They wrote stories on Weibo, starting with content operations, writing about personal workplace anecdotes, love experiences, and so on. The story was not complete. If users wanted to see the complete story, they needed to download the APP. After a period of sedimentation, the first batch of users finally came.

[Solving the content source problem]

Then they developed the log function of the APP and encouraged users to write logs on the APP. If good logs and original stories are recommended to the homepage, users will receive cash rewards. In this way, all high-quality content on their APP homepage are original users. This perfectly solves the content source problem that reading apps are troubled by, and there is no copyright dispute. Now they are asking others for copyright fees.

[promote]

After achieving a certain level of profit, they found several self-media people who met the product attributes and made them the original creators of the APP. By utilizing the professional writing skills of these original authors, the content quality and user reading needs of the entire platform have been further improved.

From finding the first batch of users by writing stories, to solving the problem of content sources, and then to improving the quality of core content of the entire platform, they took one step at a time. They were not arrogant in the early stage, nor were they blind in the middle stage. I believe they will do better in the later stage. Because their strategic direction has always been to continuously improve products and continuously satisfy users. In fact, if the APP truly achieves these two points, there is no need to worry about problems in the app promotion process, and there is no need to worry about users not loving you.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article is @Cicada Master Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!