How to acquire customers accurately during Christmas and New Year promotions?

Christmas, New Year's Day and New Year are coming soon. For Internet companies, it is the annual "welcoming the new year" peak season again.

The hot spots for the Double 11 Festival are all ready and the final step is to select high-quality channels to accurately reach the target users with the hot activities, ultimately leading to efficient user conversion. So how do you find the right channel?

1. The primary problem: Channels are complex and diverse, and channel selection is a problem

The current mainstream customer acquisition channels for App are:

1. Application stores, such as application stores of mobile phone manufacturers such as Huawei, Xiaomi, OPPO, and vivo.

2. Online payment platforms, such as Guangdiantong, Chuanshanjia and other large advertising platforms, provide information flow advertising, search bidding advertising SEM, ASO, etc.

3. New media marketing: marketing through new media channels such as social groups, self-media (public accounts, Weibo celebrities), live broadcasts, etc.

4. Offline advertising, including outdoor, subway, telemarketing, exhibitions, etc.

5. Other special customer acquisition methods include email marketing, door-to-door marketing, etc.

Each channel has different characteristics, and choosing the right channel requires multi-dimensional considerations.

2. How to choose the channel that suits you among many platforms?

The first step is to understand our products.

Who is the target customer of the product? What stage is the product currently in? What is the product's profit model? What industry are you in and what is the mainstream way of acquiring customers?

The second step is to refine the target user portrait of the product.

What characteristics of the target user group does the team need to clarify? Where might it appear? What is the consumption level of target users? What are the user's interests?

The third step is to select a channel for delivery testing.

Based on the first two steps, you can select some channels for test promotion.

If your product is a personal product and your team is in its early stages, it would be a better choice to choose common search and information flow platform ads, because these platforms are more mature and have concentrated traffic, and your target users are likely to be on these platforms.

If your product is a SaaS product for small and medium-sized enterprises, then search advertising or content marketing is more suitable. The reason is that: SaaS products are aimed at enterprises, and enterprise users often look for products through search; secondly, the product payment cycle is long, and the enterprise purchase decision chain is also long, and it is often necessary to educate and promote the market for a long time through high-quality content.

In order to reasonably consume the budget and control costs, it is best to test the App before launching large-scale paid promotion. This is because, when we are faced with a new advertising platform or are preparing to adopt a new advertising display style, we cannot make large-scale investments right from the start. Instead, we need to conduct sufficient research and analysis on the characteristics of the platform and the advertising display method, and conduct quality assessments on the channels before determining whether to increase promotion investment.

3. After choosing the right channel, how to improve the conversion efficiency of the channel?

1. Obtain user paths based on platform characteristics and sort out conversion funnels.

In the process of paid promotion, select users based on the previously defined user portraits, set the user path from clicking on the ad to jumping to the landing page link, and understand the factors that affect each key link in this process.

Take a Baidu bidding advertising process as an example:

(Baidu SEM delivery flow chart)

2. Optimize the funnel and improve the path conversion rate

According to the example of Baidu's bidding advertising path in the figure above, the conversion process of Funnel 1 should focus on the selection of the target group. This requires the App to clearly identify the characteristics of the product's audience, such as age group, gender, region, interest characteristics, etc. This will not only help with crowd screening, optimize delivery strategies, and increase conversion rates, but will also provide direction for the planning and production of subsequent advertising materials.

During Funnel 2, the focus should be on improving the attractiveness of the advertising materials. In the past, advertisements were mostly in the form of text and pictures. With the development of the Internet industry, there are more and more types of advertisements, including videos, interactive games, and other new types of advertisements. In order to increase the attractiveness of advertising materials, you can prepare several sets of materials for A/B testing to continuously optimize and select the best solution.

During funnel 3, special attention should be paid to ad redirect data. Some advertising platforms automatically generate jump links, so there is no need to configure shortened links. Some require operators to configure short links themselves, and they also need to pay close attention to the limited opening times and speed of the short links.

Funnel 4 is the key link to improve the final conversion rate. In order to optimize Funnel 4, the App needs to embed points on the landing page, count the click data of the guide button on the page, and use the data to guide scientific decision-making.

Under the guidance of data, operators can better optimize the connection between each conversion process and effectively improve conversion results. Getui once worked on a case in which the activity improved the click-through rate from the original 27% conversion rate to 52% by optimizing the landing page, from page design to copywriting adjustments. The three-month promotion time ultimately saved 600,000 yuan in promotion costs.

3. Evaluate channel quality based on data

After acquiring users through various means, it is necessary to evaluate user quality. Operations personnel can use the data dashboard of the Getui application statistics service to clearly understand the number of users and activity, retention, user usage time and other data from various channels.

Operations personnel need to prioritize these dimensional data based on the current stage of the product. For example, if retention rate is more important at the current stage, then channels with high retention rates are considered high-quality channels. Later, operators can obtain the arpu (total revenue/number of users, the specific definition depends on business needs) value for comparison and conduct an in-depth assessment of channel quality.

(Note: only demo data)

4. Adjust the delivery strategy

Based on the above series of data feedback and the current product status, decide which platform to continue launching and whether to increase investment.

In summary, nowadays promotion channels are complex and diverse. A mature team can closely focus on the company's goals, conduct iterative analysis of promotion data, build a complete channel matrix, and help companies find efficient and accurate customer acquisition channels to achieve explosive growth.

Author: Personal recommendation

Source: Personal recommendation