Alipay mini program operation strategy!

At the end of 2019, I switched from offline business operation, where I had worked for 7 years, to Internet marketing. After experiencing the launch, operation, and cold start of the mini program during the epidemic, I gradually grew up from a rookie in Internet operation. Now I would like to share "How to accumulate low-frequency business users" with my peers in the operation of Alipay mini program , so that we can communicate, learn,

1. Understand the positioning of mini programs

Whether it is Alipay Life Account, Mini Program, WeChat Official Account or Mini Program, I believe they are all touchpoints for us to attract user attention, carry out business and promote brands. So first of all, we need to position the operating products in multiple dimensions: for example, whether the purchase frequency is high or low, whether the service is instant service or delayed service waiting.

The "Love Machine Guard" applet provides extended screen repair services for users of mainstream mobile phones within one year of launch. Android phone users need to pay 155.88 yuan/year, and Apple phone users need to pay 240 yuan/year to enjoy free replacement of the original screen within one year.

Then this product belongs to a low-frequency business (breaking a mobile phone screen is a low-probability event) and is a delayed service (fulfilling the service commitment to users in the future). Judging from the positioning of the product, building brand trust is the fundamental solution to delayed service. The exposure of the mini program is to reach more new users (traffic), and the user sedimentation and accumulation of the life account is the key to solving the marketing of low-frequency business users.

Figure 1: Functional positioning of Alipay Life Account and Mini Programs

2. Find the right method

1. Operational effect of Alipay Life Account

• New fan acquisition: As of March 25, the cumulative number of followers was 48,000, and the conversion rate of Life Account users was 19.1% (number of Life Account fans/accumulated UV of the mini program);
• Fan activity: In March, the average daily active users were 1,867, and the highest daily active users were 8,923. The effectiveness of user activity is gradually increasing.
• Fan conversion: Order products account for 9.9% of sales, and have become a stable source of customer traffic;

Figure 2-New Fan Attraction of Shengxinbao Lifestyle Account (Accounts)

Figure 3- Number of visitors to Shengxinbao Life Account (households)

2. Use coupons to attract users

As Life Account is a user carrier for low-frequency services, how can we guide users to follow Life Account after they visit the mini program, and use the icon, banner, pictures and texts of Life Account to reach users for the second time. We chose to use "coupons" as a hook to direct users from various exposure channels to Life Accounts. After the users are gathered and settled on Life Accounts, we will conduct refined operations on them by grouping, clustering, and distributing marketing coupons.

1. To configure coupons and receive coupons, follow the life account: Shengxinbao Life Account. Processing path: Alipay Merchant Center-Operation Center-Marketing-Coupon)
2. Life account configuration follow gift activity: before following the life account, the coupon will be displayed. Application path: Alipay Life Account-Marketing Activities-Follow and Get Gifts.
3. Life account configuration follow-up component: after following the life account, users are prompted to receive coupons. Processing path: Alipay Life Account-Promotion-Follow component.

3. Retain users with user services

Life accounts are the brand building base for low-frequency businesses. Only by continuously enhancing users’ trust in our products can our products achieve the transformation from paying attention to Life accounts to handling business. The most common and practical thing is to take every message and comment from the customer seriously, reply to the user's information in a timely manner, summarize and refine the user's core demands and concerns, optimize various aspects such as page experience, business processing procedures, and after-sales processes, thereby improving our operational results.

Since the launch of the mini program, I have been in charge of the online intelligent customer service work. Only by understanding the real thoughts and demands of users can we formulate a good marketing plan.

(1) Focus on the Life Account page:

All 4 ICON positions are cancelled, leaving only the waist banner and bottom menu, directing traffic to the Aijihuhu mini program to handle business.

Figure 4- Main interface of Shengxinbaoshenghuohao

(2) Provide good customer service: During the high-exposure channel period, provide customer service on-duty for the lifestyle account, respond to user comments in a timely and effective manner, and enhance brand trust.

Figure 5- Screenshot of replying to customers attentively

3. Easy-to-use methods for new users to attract new customers

1. Continuously optimize based on the “SCI” principle of Mini Program

The Mini Program Health Score uses "Basic Score (Health Score, Merchant Activity, Service Information Completeness, User Activity and Payment), Reward Score" as the first-level indicators, and 13 second-level indicators to build the Mini Program Service Competitiveness SCI system, so as to objectively, accurately and comprehensively evaluate the operation of the Mini Program, and provide industry reference indicators for the operation of the Mini Program.

As of March 25, the SCI score of the Aijihuwei mini program was 8.7 points, reaching the S level. The mini program SCI is a mini program health system created by Alipay. The higher the SCI score, the more public domain exposure resources it can obtain within the Alipay domain, and it can participate in various official registration activities organized by Alipay, thereby improving the mini program's UV and commercial monetization capabilities.

SCI optimization direction: With the goal of "improving order conversion and enhancing user experience", the poor indicators in the SCI system are optimized in stages (short-term and long-term) to achieve good results in mini program operations.

Figure 6: SCI value and indicator system of Aijihuowei applet

2. Seeking breakthroughs through “official events”

Taking the opportunity of participating in the official Alipay event, we sought target channels and target groups suitable for the development of the Aijihuhu business, and improved the system stress testing capabilities by breaking through the technical threshold of the event (for example, the Jifenbao QPS stress test > 200QPS).

Alipay short video exposure location: Life Square - those mysterious good services, good life services - daily content, good life services - video recommendations. The Alipay short video launch event started on March 2, recruiting 30 merchants to support short video traffic. Alipay mini program connects merchants to jointly explore the promotion model of Alipay’s video services.

The direct exposure location of Jifenbao is: Friends-Mini Program-Discover-Jifenbao. Jifenbao is a universal point in the Taobao system. 100 Jifenbao can be used as 1 yuan in cash when making payments. Jifenbao balls can help the mini program to quickly cold start in the early stage.

The Jifenbao Collection Gift Activity is exposed in: Jifenbao Mini Program, Friends-Mini Program-Discovery-Get Jifenbao Everyday: By releasing resources, you can quickly obtain UV and Mini Program collection volume, thus getting through the Mini Program cold start phase;

Today’s benefits exposure location: Mini Program - Discovery - Today’s benefits. This exposure location has a stable customer flow, but it is best to provide physical benefits, which is a high-quality channel;

Guess you like exposure location: Friends-Mini Program-Discover-Guess you like. There are 5 types of cards for Guess you like: single mini program posters, products, articles, videos, red envelopes and coupons. The Guess you like advertising display area is large, and the reviewers have high requirements for image elements, algorithm display, and needs to be refined in terms of materials and copywriting.

3. Find customers through “resource exchange”

Replace resources in vertical fields: Use the Aijihuwei banner to find mini-program resources for banner replacement and tweet replacement, thereby increasing the source of new users for the mini-program;

"Mini Program Traffic Exchange Platform": Enter the Alipay Service Market-Welfare Center, use the Welfare Center plug-in and mini program to hang the Welfare Center page entrance, and achieve traffic exchange through the platform;

Conclusion

The traffic sources, user characteristics, and platform operating rules within each domain are different. Only by grasping the essence of user operations and being good at utilizing platform rules can we continuously create operational value.

Author: jason

Source: jason

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2. Mini Program Promotion: How can a mini program double its growth in one month?