Umeng + "White Paper on Mini Program User Growth": How to cultivate the private domain traffic of enterprises?

Umeng+ recently released the "White Paper on Mini Program User Growth". The white paper summarizes Umeng+’s methodology, solutions, and successful cases in the statistical analysis and refined operation of mini programs. The following is part of the white paper:

Compared with the public domain traffic of WeChat, QQ, and e-commerce platforms, private domain traffic is the brand data of one's own customers. It is a platform that can achieve liberalization and digital management, and is a brand field for digital users to fine-tune operations. So how do companies cultivate their own private domain traffic?

7 ways to play private domain traffic

At present, there are two types of operation combination gameplay in private domain traffic, with enterprise WeChat as the entry point and mini-program as the entry point. There are a total of seven gameplay methods.

The first category, with corporate WeChat as the entry point, includes:

Enterprise WeChat + different person set combination,

Enterprise WeChat conversion + advertising drainage,

Enterprise WeChat + Live Broadcast + Mini Program + Advertising Drainage;

The second category is a four-piece set of basic operations with small programs as the entry point, including:

Mini program + live broadcast + community + private domain,

Live broadcast + community / micro mall / mini program,

Mini Program + Live Broadcast + Public",

Community operation + private domain traffic.

Through different combination methods, users are deposited in the public domain and private domain, and then more refined user operation and conversion can be done through these combined play methods.

4 major trends in the "new year" of the small program private domain

In the post-epidemic era, how can companies grasp the new gameplay and trend of "small programs + private domain traffic"? There are four trend judgments below, and each trend is supported by more mature cases. It is very important for the small program operation in 2021.

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Trend judgment 1: Multi-platform layout

In addition to WeChat, Alipay, Baidu, Toutiao and other super App platforms have begun to release their own traffic through small programs. Enterprises need to judge and consider the platform that suits them and how to use the platform to accumulate traffic.

For example, iFLYTEK has laid out relative types of small programs on the three platforms of WeChat, Alipay and Toutiao according to the usage scenarios and attributes of users on different platforms.

IFLYTEK combines the social decentralization of WeChat to launch a personalized voice blessing function suitable for blessing scenarios, and combines social scenarios for fission. Combining Alipay's life financial attributes, it launched the iFLYTEK equipment leasing business suitable for credit authorization scenarios. Combining Toutiao's information and tool application attributes, it launched a voice-to-text service suitable for Free-hand scenarios to help users receive information from both audiovisual and audiovisual aspects.

Another case: How did the Lishanghuang Mini Program obtain private domain traffic dividends on the Alipay side.

First of all, Alipay has strong payment attributes. When Alipay users use Alipay to pay in other scenarios, if there is an offline store of Alipay within 3 kilometers of the surrounding area, they will have the opportunity to receive a coupon from Alipay on the payment success page. Users can use it to deduct for consumption in nearby stores or online. Combined with the ant membership system, it can better stimulate users' online and offline consumption repurchase.

At the same time, the mini program can effectively unify offline and online users through the QR code in the store. For example, by encouraging users to scan the QR code to receive discount coupons in the Lishang Huangmen store, offline users can be associated with online mini programs, and offline users can be deposited on the mini program side, and users can also be observed. Consumer behavior habits.

According to data, Lishanghuang completed the cold start of more than 20,000 users within a week through a small program in Alipay, and obtained millions of exposures, and the online repurchase rate has also increased by several percentage points.

Trend Judgment 2: Use data to perform refined operations

From the perspective of development speed, small programs have gone from the stage of staking and savage growth to the stage where it is necessary to consider how to use data to do a fine operation of private domain traffic.

After completing the user precipitation action, observe and manage the life cycle of the applet user. Generally, the life cycle of applet users is divided into four stages:

1. A comprehensive understanding of the source of customers. The natural decentralization of small programs requires developers to understand the distribution of user sources in 360 degrees and observe the main ways of user sources in order to capture the characteristics of users from the source.

2. Grasp the user's usage in multiple dimensions. Help developers find the user experience path and key business path in the fission process, so as to do a good job in the refined operation of the mini program.

3. View and share the reflow effect in real time. Assisting developers to understand the information dissemination path, the attributes of the people covered, and the number and distribution characteristics of KOL and KOC. The targeted study of their portraits can help developers quickly find out where the potential user groups are.

4. Use custom events and conversion funnels to find the core indicators of operation that need to be optimized and improved.

Trend Judgment 3: Make a small program matrix

Simply put, it is to build multiple small programs on a single platform to reach public and private domain traffic in different scenarios.

First of all, the mini program itself is not an independent centralized experience portal, but a decentralized traffic brought from the outside by users in need through search and sharing. Merchants can combine business characteristics and App functions to break up small programs to create multiple independent small programs with better experience, and build a complete user experience path.

Reference case: Ctrip applet matrix

Secondly, split the mini program into multiple function points in different scenarios, which can expand the range of users operated by the merchant. Build brand applets, brand traffic pools, and brand traffic matrices on different platforms, combined with the refined operation of the overall data, to completely precipitate these users.

Finally, through data insights into the behaviors of users on different platforms, in turn, targeted operations are formulated based on the attributes and characteristics of users on each platform.

For example, in Weimar Motors, they split the user experience path into multiple small programs, and use multiple small programs to form a matrix from the launch of the entire brand, test drive appointments, after-sales purchases, and after-sales use, to draw traffic from multiple scenarios.

And from the user experience path to observe the user's demand points and conversion effects at different stages, thus establishing Weimar Motors' own brand traffic pool, and also cultivate the habit of users to use small programs on a regular basis.

Trend Judgment 4: Cross-terminal operation

In the case of cross-terminal, different enterprises have different requirements, which can be roughly divided into several types:

How to know whether there is overlap between existing users and previous users?

Are there any new changes and new demands in user behavior under overlapping conditions?

How to manage overlapping or non-overlapping users?

First, get users three simple sources:

Precipitation of App users;

There will be user precipitation in different small terminals;

The content accounts in WeChat and Alipay also have strong fan retention capabilities.

Then, you can associate users on different ends in some ways.

For example, after the App can complete the login through the authorized login port of WeChat, QQ or Alipay, the applet data can be associated with the App user. In this way, the user behavior habits of applet users can be associated with the behavior tags of App users. At the same time, the content shared from the App is sent to various social platforms in the form of small programs, and the behavior data of other platform small program users are reversely associated.

Of course, these data associations need to be established on the "data bank", and the device information, user ID information, mobile terminal behavior information, consumption level information, and membership level information can be accumulated on the enterprise side, so that it can truly be based on the perspective of the enterprise. To observe the behavior characteristics of users after cross-terminal, as well as the specific status of current users, so as to guide enterprises to use more diversified operation methods to improve the efficiency of reaching users.

In addition, the mini program may not be able to form a complete e-commerce transaction link in the mini program like the traditional e-commerce app, but it can still gain insight into user behavior and habits through data association.

For example, a mini program uses private domain content to scribble and observe a user’s interest tag. When the user logs in to the App, observe its active time period. Through the data bank, the two parts of the customer group tag can be associated, and then combined with the user’s reach The tool selects the right information and the right scene to reach users. This operation method can increase the conversion volume of a single product by nearly 30% in the same time period.

The above content is excerpted from the "White Paper on Mini Program User Growth". The white paper summarizes the methodology, solutions and successful cases of Umeng+ in the statistical analysis and refined operation of mini programs. It also includes the interpretation of the real practices of many companies. Get the full version. Please go to Umeng+ official website to download.