Mini Program Operation and Promotion Strategy

In my opinion, mini program operation includes three basic factors: promotion + product + operation.

Promotion: Responsible for attracting new users and creating a base of new users, including the base of user quantity and the base of user value.

Products and operations: responsible for promoting activation, retention, conversion and fission, creating product experience coefficient and operation effect coefficient.

So the following relational model (non-computational model) is obtained:

Therefore, this article will start from 1) promotion 2) product 3) operation, and briefly sort out the thinking framework that can be used in each aspect (taking the trendy e-commerce applet as an example, so some methods may not be applicable to other industries)

1. Promotion

It can be seen from the formula that promotion creates a user base, both in terms of user quantity and user value. The larger the base, the greater the potential value. If the base is small, no matter how good the subsequent products and operations are, it will be difficult to create large-scale growth.

The number of new users and the quality of users are equally important, so choosing a channel that is consistent with the brand’s tone for promotion will achieve twice the result with half the effort.

The following pictures summarize the common ways to attract new users to mini programs from both online and offline perspectives for your reference.

2. Products

The product experience coefficient is more likely to be a value between (0,1) than doubling the user base by 1x, 2x, or 3x. Only the leading products in a certain field can trigger self-propagation among users due to the product experience, leading to a doubling of user growth. And because the current market competition is fierce, the more likely scenario is: "What the hell is this?" and then users use other platforms.

This is why product experience needs to be taken seriously. If the product experience coefficient = 0.5 or 0.1, then no promotion strategy or operation strategy can save it.

We can analyze our products layer by layer from the five levels of "User Experience Elements" and think about where we can improve the product experience coefficient.

The official mini program has always emphasized the product attribute of "use it and go", which means you can use it right after opening it and leave it after use, thus meeting the user's timeliness needs.

Therefore, in terms of product function design, mini programs are not products that allow users to immerse themselves in the experience, but products that quickly meet needs. The usage scenario of mini programs is to meet users' timely needs during fragmented time. For products that want to focus on mini programs, it is the right choice to seize large-scale and high-frequency demand points and design simple but effective products.

1) The product is lightweight, focuses on core functions, and satisfies users' core needs throughout the entire process.

Trendy e-commerce mini programs: They should focus on the user's shopping function and satisfy the user throughout the entire process, including recommendations for various marketing activities, exclusive and diverse products/brands, competitive prices, efficient shopping processes, convenient customer service, fast logistics, guaranteed after-sales service, and be sure to give users strong reasons to come back again.

2) Apply scenario-based services, determine the high-frequency applicable scenarios for target users, promote product usage in these scenarios, occupy the minds of users, and consolidate product positioning in these scenarios. Only in this way can we ensure the retention of users in the “use-and-go” mode.

3) Social functions: Make full use of the advantages of WeChat social communities and design high-quality spontaneous sharing to ensure the efficiency of communication and the quality of new users.

3. Operation

The goal of the operational effectiveness coefficient is to double the user base by 1x 2x 3x Nx, both in terms of user numbers and user value.

The operation here is based on product functions, and the two work together to promote user activation, retention, conversion and fission.

The following shows the commonly used methods for promoting activation, retention, transformation, and fission.

1) Promote activation

2) Retention

3) Conversion

4) Fission

This article is mainly to sort out the ideas, welcome everyone to add and correct ~

Author: Manjie_MEEK

Source: Manjie_MEEK