Before the new APP is launched, the operation should do these four aspects well

Source | Public Account | Activity Box Operation Society () When Box Fungus was young and ignorant and looking for a job, he often saw recruitment requirements that read, "Responsible for the operation of a product from 0 to 1." At that time, Box Fungus felt very depressed. After a brand new APP is put on the market, what kind of work can the operators do? In fact, before the new APP is put on the market, the operators have already started their work. Box Fungus checked websites and books and found that there are already a large number of articles discussing user portraits, user research, seed users, etc. before the APP is launched. Therefore, this article only introduces the operation strategy and data preparation before the new APP is launched. 1. Clarify the focus of product operation 1. Seed users Before the APP is launched, the operators have completed the reserve of seed users. Seed users are the users who are just in need of our APP and have high fault tolerance for the product. Through seed users, we can find Whether the core experience process of the product is complete, in the operation of seed users, you can focus on the length of time, frequency and reputation of the seed users using the APP. 2. Testing of APP needs and product value. Although we have already done user portraits and completed user research before the APP is launched, is what you give us really what users need? There once was such an interesting thing. The host planned to entertain guests and asked the guests in advance whether they wanted to drink juice or wine at the banquet. The guests all said that the banquet should drink wine, so the host prepared a large amount of wine. As a result, the banquet That day, all the juice was drunk, but there was a lot of wine left. It turned out that the banquet that day was held at noon, and the guests were either driving or had something to do in the afternoon and could not drink. In fact, your users don’t know what they want. There are a lot of interference factors during the use of APP, so only by observing your users can you find their real needs. 3. Find problems in users' usage. Operations are closely related to data. By analyzing user retention rate, activity rate, and new natural users, we can find problems in the user's usage process. Other data analysis platforms such as Umeng can help operators do data statistics. 2. The foundation of APP - content preparation For APP to run smoothly, it needs the support of content producers and content consumers. Before the APP is launched, content preparation needs to be completed. There are two methods. 1. Operate rich APP content. If your APP is content-oriented, you need to fill the APP with content in the early stage. For short video APPs like Meipai, if users find that there is no content to watch after entering the app, they will not Stay in the APP, let alone rely on user-generated content. 2. Find KOLs and introduce them into the APP. When Zhihu first started operating, industry giants such as Kai-Fu Lee and Ma Huateng contributed content to Zhihu. At that time, Zhihu was still a closed community, and you needed a code to join. Relying on the contributions of industry leaders, when Zhihu was officially opened, a large number of users rushed to register. 3. Necessary copywriting preparation The preparation of copywriting is divided into external copywriting and internal copywriting. 1. External promotional copywriting Copywriting published externally includes soft copy, hard advertising, and some brand story-related articles. 2. Internal operation documents (1). APP content type specifications, APP content recommendations, replacements and some special instructions. (2). Sort out the personnel who need to be used in the APP operation process. If customer service, sales, etc. are required to participate, consultation documents need to be prepared for them. In addition, if the documents need to be explained, relevant training is required. 4. Selection of channels Before a new APP is launched, it is necessary to find a good channel. As long as it can meet or achieve the circulation route of product distribution, download and acquisition of users, it is a channel. Channels can actually be divided into two types: paid and free. 1. Paid channels (1). App store paid promotion The above is the paid promotion page of an app store. Through paid promotion in the app store, 85%-99% of real users can be obtained, such as PP Assistant, Huawei, Wandoujia, and Baidu , Xiaomi and other app stores have paid promotion services. However, app store promotion is generally too expensive and not suitable for small teams to promote. (2). The mobile network alliance platform uses the mobile network alliance platform to promote APPs. The installed capacity is very fast. However, these users do not download it because of demand, but to complete the task. It is not suitable for promoting new APPs. , because silent users account for the majority and are uninstalled frequently, leaving almost no retention.

(3) KOL promotion Nowadays, KOL promotion has become a new way to promote APP. By finding KOLs who are similar to the target group of your APP and conducting paid promotion, you can also bring considerable downloads to the APP. Fashionista Yu Xiaoge once used his WeChat public account to promote his APP. 2. Free promotion channels (1). The APP launch application store provides launch promotion for high-quality APPs, and APPs that are successfully launched in the app store can get application recommendation positions. The following is a diagram of recommendations from an app store. It should be noted that before applying for the first launch, you must be familiar with the platform's first launch rules and prepare the information to avoid being in a hurry when applying for the first launch. Also, a large number of new APPs that are ready to be launched will apply for the first launch. Therefore, it takes several months to apply but cannot apply. often happens. Allowing time and being patient are both very important. (2). Where target users hang out, screen promotion channels based on the target users of the APP. Wherever the target users are, the promotion will be there. If your APP is a literary and artistic reading community, you can go to Douban to promote soft articles. If your APP is a beauty APP, you can choose various fashion websites to promote soft articles. Summary: