Shulou(Shulou.com)06/03 Report--

Under the background of the disappearance of mobile Internet dividend and the increasingly fierce market competition, the promotion of App is becoming more and more difficult. How to promote effectively and attract more user traffic has become the most concerned issue for many Internet companies.

App promotion technology refers to through some technical ways to improve the efficiency of App promotion, to help many Internet enterprises, to solve the difficult problem of App promotion.

At present, the mainstream App promotion technologies are: no-packing channel statistics, no-fill invitation code, one-button pull-up (mobile deep link technology), ASO (application store optimization technology)

Non-packing channel statistics

As we all know, there are many distribution markets in domestic Android app stores. In the process of App promotion, it is often necessary to make multiple channel packages (mainly for Android systems), and then upload them to different App promotion channels. These channel packages contain different channel identification information, and they will bring their respective channel identification information when App interacts with the background or when data is reported. In this way, we can count the downloads, users and other key data of each distribution channel.

The non-packing channel statistics refers to the statistical data through the channel link instead of the channel package. These channel links or QR codes can carry different custom parameters, and the platform can distribute the channel promotion links or QR codes to various promotion channels for statistical data according to their needs.

The traditional packaging statistics method, if there are few promotion channels, if there are hundreds or thousands of promotion channels, the use of packaging is not only troublesome, but also easy to cause statistical confusion and data errors. The use of packaging-free way can avoid the trouble of packaging for each channel, while packaging-free channel statistics also have a very important advantage, that is, it can be compatible with Android/iOS system.

The development cost of packaging-free channel statistics is high. Third parties that provide this service at home and abroad, such as access to domestic openinstall SDK (software development kit) and marketing activity link statistics services provided by iTunes connect, can quickly realize packaging-free channel statistics.

Do not fill in the invitation code

Almost every App will develop a sharing invitation function, which is intended to motivate existing users to transform potential users around them, so that every existing user can become the media of the product, which is the dream of every product operator.

In the traditional invitation fission promotion, App products often use the method of filling in the invitation code to verify the source of information and identify who the new users are invited.

For example, in App invite customer acquisition activities and ground push activities, users are required to manually fill in the invitation code / ground push code to bind the relationship between the new user and the inviter or push person.

The principle of filling in the invitation code is very simple, just generate an exclusive invitation code for the inviter and fill in it for the new user. The appearance of filling in the invitation code is essentially only to meet the statistical needs of developers and promoters, but it makes the user install one more step, affecting the user's installation experience. I believe we all know that every additional step in the App promotion link will increase the possibility of user loss, and once new users are disgusted with the complexity of filling in the invitation code. Choose to give up registration or skip filling in the invitation code, then the invitation will end in failure.

Through the installation function of the non-filling invitation code, the operation steps of manually filling in the invitation code can be subtracted, the user experience can be optimized, and the download conversion rate can be improved. At the same time, it can avoid the risk that users are unwilling to fill in the invitation code or fill in the wrong number, thus affecting the efficiency of App promotion.

The function of free invitation code is not to omit the invitation code, but to report the invitation code in the form of parameters without the user's perception, and at the same time simplify the user invitation link.

Pull up with one button (mobile deep link technology)

To put it simply, one-button pull-up technology (mobile deep link technology) means that by clicking a link on the mobile phone, you can directly jump to a specified page within the App, instead of the home page displayed when App normally opens, and then manually search for relevant content to the specified page.

One-button pull-up technology (mobile deep link technology) can also determine whether the user has installed or not.

With App installed, you can pull up App and pass custom parameters from various browsers and social media with one click to the specified page, realizing a seamless jump from web page to App.

If App is not installed, it directs the user to the App Store to download the installation, and then opens and jumps directly to the specified page after the user has installed it.

One-button pull-up technology (mobile deep link technology) is a simple way to bring users to designated pages in App from anywhere. This technology brings great convenience and value to the mobile Internet.

First of all, this technology can greatly improve the user experience. For example, we read some news and information App H5 content on Wechat. If we want to see more content or participate in comments at this time, we must enter App to complete the operation. In the past, in most cases, we can only jump to the home page of App after clicking the link, but we can't jump to the content page we want to reach, but this technology can solve this problem, and the improvement of user experience is very obvious.

Secondly, this technology can divert traffic from different channels to the App and improve the conversion rate of the product. Whether it is SMS marketing, email marketing or social marketing, it is no longer an invalid link for users, but a link to a specified page, so that the traffic that originally belongs to App can be returned to App.

Third, for the whole mobile Internet, this technology has opened up the connection between App, greatly improved people's life in the mobile Internet era, and promoted the efficiency of the whole society.

ASO (Application Store Optimization Technology)

The full name of ASO is App Store Optimization, that is, "Apple App Store Optimization", but with the development of major Android app stores in China, the meaning of ASO has become "App Store Optimization". It refers to the promotion methods that make it easier for users to search or see App by improving keyword coverage and ranking, so as to help developers improve the traffic and download conversion rate of App in the app store, so as to get more users.

ASO is optimized in the app store, including App title optimization, App description optimization, App keyword optimization, App comment optimization and so on. Persisting in doing ASO for a long time will have an obvious effect on improving the keyword ranking of App applications and the weight of the product itself.

Almost all App products are suitable for ASO, but some niche App products, B-end products, and imperfect products are not suitable for long-term ASO.

Because doing ASO is to bring more exposure to the product, but the specific user transformation depends on the quality of the product itself.

If the product is too niche and the number of users is too small, then the performance-to-price ratio of ASO is not so good.

If App products are oriented to B-side, and there are more users facing C-side in the app store, the effect of ASO on all B-side-oriented products will not be much better.

If the product itself is not perfect, even if there is a lot of exposure, App products will easily die in user conversion, thus wasting promotion costs.

Conclusion

With the popularity of smart phones and iPad and other mobile terminal devices, people are gradually used to using App clients to access the Internet. At present, all major Internet platforms in China have their own App clients, which indicates that the commercial use of App clients has been gradually popularized, and the use of App promotion technology has also been extended.

These technologies that promote users to experience the core business of the product more quickly are of great significance to the promotion of App. Now users' time is precious, so that users can quickly experience the core functions of the product in the shortest possible time, which is more important than anything else. As long as the problem of user experience is solved, whether it is the natural growth of the product or the drainage and promotion of the channel, it can come naturally.

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