Recently, a friend asked me how to achieve explosive growth in mini programs . I have previously written a review of WeChat’s growth.
Look at the results first
This time, through the mini program + WeChat ecosystem, we successfully introduced 8,000+ precise users to the product in 6 days . Operating costs and labor costs are 0. The productized mechanism has attracted a continuous influx of new users. Let’s first show the results. The number of new users attracted within 6 days of going online is as follows
User daily UV and 7-day UV growth trend data. This time, after half a month of polishing, we successfully achieved a case with a daily growth of 1,000+ and an average DAU of 200+ new users. Similarly, we will start reviewing, believing that these reviews can be reproduced and reused.
Escaping the WeChat ecosystem
After several fission growths, I have been thinking about a question. How to drive growth fission through products, rather than through operational means and hot spot tracking to achieve growth? No longer relying on a one-time screen-filling of the circle of friends, but continuously attracting new users through products and the product’s own mechanism to allow users to have vitality and flow into conversions continuously.
The essence of fission drives your user interest anchor
Every time before reviewing and analyzing a case, we will repeatedly state: the essence of fission is to use the anchor point of human nature.
However, because the user portrait of fission and the corresponding product form are different, the strategy for picking up anchor points may also be different. For example, through the methods of building group treasures and task packages, the product is in the form of a poster. The three key aspects to consider are the copywriting, design, and dissemination channels of the poster. You can see that no matter what tool is used. The essence of fission is to grasp the common points of your users and promote them through interest anchors that users can accept. The bonus traffic gradually spreads further from level 1 to level 2...
Fission itself exists in social relationships , and such social relationships require a good product form to support them. All the fission cases you see on the market are completed in the WeChat ecosystem . You don’t see such cases on QQ, Taobao, or Douyin.
In the WeChat ecosystem, Moments, personal accounts, and public accounts have become three traffic dissemination connection points.
Mini Program mechanism, users attract new users without any awareness
Before starting the case, we first need to connect the product account system with the WeChat account system. Ensure that a WeChat user is a real user. The commonly used methods are as follows Product accounts support WeChat accounts, and the account system is designed to ensure that one mobile phone + one WeChat account becomes an independent account. The user enters the calling interface to obtain the mobile phone number, avatar information, etc. The mini program has a characteristic: you can leave it after use . The biggest headache for product managers is that they have no way to get user perception feedback. In WeChat mini-programs, if you only obtain WeChat authorization but not the mobile phone number, once the user leaves, you will not be able to find the user. However, the mini program does support obtaining users’ bound WeChat mobile phone numbers (requires mini program enterprise certification), and can also retain users through some reply IM mechanisms. As shown in the picture below, follow the official account by replying to keywords. Let the mini program truly bring back the flow of products You can also keep users by sending certain keywords to the service account. Since the mini program has completed its mission of reaching users, what remains is to retain users and establish an effective user traffic pool. It then flows back into the WeChat ecosystem through mini-programs as follows. Only users can truly count their own, because these users are in your "palm" User path, what value does the mini program provide to users? I have encountered many cases of mini-program fission, which could not escape the fate of being banned after becoming popular . Common collection unlocking, testing, and red envelope dissemination allow users to attract new users. The problem faced by mini programs is how to avoid being blocked and how to realize commercial monetization. When designing the mini program for the PMTalk product manager community, we determined that we could not create a mini program just for the sake of creating one. We took into account the user profile and special features of the community, so we began to analyze what value the mini program could provide. The following is the structure we finally brainstormed Based on the advantages of the WeChat ecosystem of mini programs mentioned at the beginning, such as the seamlessness, use-and-go, and account system, we position mini programs as a platform for content viewing . This is because the cost of inputting content on mobile devices is obviously short and high-frequency, while that on PC is long and low-frequency. After determining that the scenarios of the platforms were different, we began to consider how mini programs could add fission factors to put the product on the path of a growth hacker closed loop. The above is the communication after the user enters the mini program. By expanding the user base through unlocking, you can actually see that the essence is to put the task package into the product, escaping the service account and subscription account platforms. Allow the product itself to allow users to enter and exit through corresponding rules. The value provided by the mini program must meet the user's sharing threshold. For example, if an apple is worth 3 yuan, would you let 10 people come here to buy it just to get it for free? Exceeding the user sharing threshold will not lead to fission growth Similarly, the balance between value and fission propagation is the experience we gained after our previous growth experiences. So this time we only need 2 assistants. Usually fission propagation should be maintained at more than 15 levels, and step propagation should not exceed 3 people. By locating content access, user unlocking is disseminated in the form of friend lists or Moments posters. The shortcoming of mini programs is that they cannot be spread through WeChat Moments, so generating promotion posters through mini programs is a good way to increase the entry and promotion level. At the same time, please note that we have also added public account guidance and community guidance to awaken users. Let the mini program truly become a touchpoint for attracting new users on the front end.
Prevent being blocked and induce sharing
Mini programs were popular for a while, but now they have become a field that capital is afraid to invest in. Because you never know why your mini program will be blocked. Was it a prank by the opponent or Tencent? Just like the following funny picture
I have put together some of our experiences on how we adjusted in this case to ensure that we would not be blocked in the future. The following threeMini Program Value Orientation Currently, the benefits of mini programs do exist, and they also have daily active users KPIs within the WeChat ecosystem. As long as your mini program does not provide any illegal or gray industry content, or does not maliciously defraud users, you can induce sharing based on normal values even if it is blocked. Resubmitting the code for review and submitting an appeal can basically unblock your account.Let users choose between two options After we launched the PMTalk mini program, we adopted a mandatory sharing strategy. Similar statements like: “If you don’t do xxx, you can’t xxx.” are all examples of forced sharing. Sure enough, our mini program was blocked after it went online. Later, we made some modifications before resubmitting the code, adding the option to follow the service account to receive membership. After adding an entrance, it was no longer blocked. There are similar examples like the following, where the number of times is increased by adding lucky draws and sharing. The example above means that you can draw three times a day. However, after the user has used up the free times, he needs to continue unlocking before inviting users. So users can complete the word collection by drawing it themselves every day, or ask friends for help
Blacklist mechanism
The vast majority of those who report violations of mini programs are industry peers or competitors. If you check the violation feedback in the background, you can see that the uploaded violation evidence is very complete, and it is obvious that the crime was committed by a professional and well-documented person.
Therefore, by adding a screenshot mechanism to the mini program, users can be monitored to take screenshots of relevant pages. Normal users rarely take screenshots, and they are either practitioners who want to learn or competitors. By blacklisting users who take screenshots frequently, the mini program becomes inaccessible or leads to a fake page. Blacklisted users can only access a few fixed pages. This involves:BlacklistUser List Control PermissionsProduct Matrix The essence of this method is: sacrifice one's own interests to protect the whole community . By directing traffic to your mainstream products, you can first test whether your secondary products will be blocked. After completing the fission propagation, you can then direct traffic to your products through associated paths to attract new customers.
Product optimization and iteration to continuously trigger explosive growth
After the product was launched, the team was very surprised to see the new user data. The first is that the spread of fission in the entire user path reached level 10 in one day. The 10 level here refers to the link length from the first user to the subsequent users. The following figure shows the user link But going back to what I said at the beginning, it is very difficult for a mini program that splits just for the sake of splitting to survive . Only products that provide high-quality content experience and increase the ability to address target users' needs can go further and longer. After going online, we should not only pay attention to product iteration based on user feedback, but also pay attention to the launch schedule in a timely manner. Ensure that fission propagation can be quickly re-enabled to avoid competitors or similar products causing user fatigue Even if the requirements are summarized, the development time is estimated. Why can statistical evaluation based on business urgency and development difficulty spread so quickly? And the deficiencies in communication must be added to the demand pool. For example, for poster sharing, the mini program code is too small and the guiding copy is not attractive enough. It can be proposed quickly and given priority without entering the demand scheduling. At the same time, join the public account traffic channel. Previously, traffic was directed to service accounts, but now it can be directed to communities. Increase traffic distribution
Summarize
The era of increasing traffic by relying on fans of public accounts has passed. How to make product growth exceed the WeChat ecosystem and become independent is what growth hackers are thinking about.
After the growth of this mini program, our daily new users have remained at 500+ per day as of this review. The potential users brought by the mini program enter the product again. Products, WeChat ecosystem, and business transformation have become a closed loop. In the future, we will continue to output growth cases and review...
Author: Kevin's little ways of changing the world
Source: Kevin's Little Changes to the World (Kevingbsjddd)
