The core of APP operation is user operation, which is mainly divided into four indicators: user acquisition, retention, activation promotion, and conversion (revenue). Let’s analyze them one by one below.
1. New APP users: improve user accuracy
User acquisition is nothing more than promoting the APP for brand exposure, increasing the number of downloads and registrations.
There are many channels. In the early stage, it is necessary to prepare a registration channel source form to facilitate subsequent analysis and screening;
Commonly used new channels are:
Promote the application store, do a good job in ASO optimization, brush volume, brush list, score wall, etc.;
Optimize the official website for SEO, optimize the keywords of the official website, and improve the ranking;
Advertisement promotion: use keywords to attract traffic from the official website and from the media;
community promotion;
Kol cooperation: Find a large number with the same audience to cooperate with Kol to increase exposure;
old with new;
Sponsor offline salon events, cooperate with stores, register and give gifts, etc.
2. After the APP has users, it is necessary to improve the user retention rate
Do a good job of guiding new users: New users are not very clear about the functions and usage of the APP, so it is very important to do a good job of guiding new users. You can design the process introduction as a task reward, and you can get it after going through the entire process.
The functions of the APP must be simple, and the most important function is to solve the pain points of users: the APP must have its own main features, and there must be a strong enough reason to retain users. The function of APP is not the more the better, it is enough to specialize in a few features!
Pay attention to user feedback: collect user feedback information in real time and make targeted solutions.
3. After the retention rate is stable, it is necessary to make APP users active
Planning activities, active users
Plan activities based on important holidays, hot spots, new products, etc., to continuously stimulate user participation.
Develop a user incentive system
User incentives are a very important measure to increase activity. Incentives can be formulated from three aspects: material incentives, spiritual incentives, and functional incentives. The mainstream methods include sign-in, points, grades, permissions, etc.
improve interaction
You can use communities, forums, etc. to guide users to post and communicate in the APP, and support adding friends to each other to improve stickiness.
Four: The ultimate goal of APP operation is to convert and realize revenue
The APP has a large number of users and high activity, and can obtain revenue by accessing the advertising SDK;
Provide value-added functional services, such as recharge, car wash card, fuel card, local life, etc.;
Access to points mall and cash out through e-commerce;
Pay for access to knowledge and monetize through content;
Access to the information publishing system, users pay to publish recruitment, second-hand and other information;
Merchants settled in, settled fees charged.
The above content is compiled and released by the AdSet aggregated advertising platform for developers' reference. Integrates domestic and foreign mainstream advertising platforms to provide developers with traffic monetization solutions. Developers are welcome to communicate with AdSet for win-win cooperation!