Analysis on the realization of incentive app

Editor’s Guide: incentive app has always existed in our life, from the familiar “making money by walking” to various synthetic pigs and dinosaurs in the later stage. However, the profitability of many incentive apps is very weak, and the cost recovery cycle is very long. This article from the author’s personal experience, sorted out some revenue promotion ideas, to share with you. < / P > < p > the user value of incentive app is very low. The price shown by Alliance advertising falls and falls again and again. A large number of channels buy a lot of new users. However, ARPU doesn’t increase the high withdrawal cost of users. The rate of return continues to be low, and the cost recovery cycle is longer and longer < / P > < p > you can take a look at the short video of brush treasure. The video content is used by a third party, and you do not produce video. However, in this mode of app, users spend a lot of time and attention in the video stream, and each video can not generate revenue. In order to ensure user experience and secondary retention, it is not allowed to insert too many video advertisements into the video. As a result, the place where the whole app attracts users’ attention most is the place with the weakest liquidity. Tiktok’s video capacity of

is definitely higher than that of brushing short video. Tiktok doesn’t talk about video and take the goods. The exposure order of the video in the jitter is the amount of exposure itself, which is a charge. It can generate a lot of revenue. The most concentrated place of users has the most significant cash and profit. < / P > < p > therefore, if you want to effectively improve the liquidity of your products, you need to first track the user’s behavior path, look at the proportion of users’ time spent in different locations in the app, split out the corresponding contribution income for these situations, and analyze the ROI of users’ time and income. Of course, we can’t directly optimize those with low ROI. At least we need to analyze two dimensions: the ability to pull new things, the ability to retain, and to judge the stage of the business ecology of their own app. < / P > < p > many incentive apps will find a problem. When a new activity is launched, users just don’t participate. Every day, users just focus on a few fixed playing methods, and all new activities will not participate. For this reason, I have experienced a lot myself and have seen many other app product structures. < p > < p > the correlation caused by entrance dispersion was weak. This is the product structure. In the design, there is no design and consideration for the core modules in advance, which makes it impossible for the modules to borrow from each other. Each module is equivalent to a new MVP product, and it needs repeated education users every time. Confusion caused by too much playing. Page design generally follows a 7 + – 2 principle. Too many activities lead to a lot of decision-making by users, which leads to tiredness and boredom. Scenario with missing traffic allocation. In fact, the most popular traffic distribution is e-commerce, and the most famous one is festival making. All kinds of festival venues are guiding users to participate in different activities. In fact, incentive apps can also define different festivals by themselves, conduct some activities and play methods on the same day, so that users can participate in different activities, and give the activities more opportunities to contact users, so that users can be retained. The attraction of the activity is weak. How to do a good design has many related books, for example, as well as some game books can. < / P > < p > User advertising exposure limit. It is well known that there are a large number of brush users in the incentive app. These users browse a large number of ads, but there is no click and conversion effect. It seems to provide a lot of revenue, but it has a negative impact on the overall price of advertising space. We need to position these users and control the overall advertising exposure limit to avoid serious impact on quality score. The type of advertisement displayed by users. Some users’ app use time is short, in order to maximize the revenue, give priority to such users to display video advertising and other high-income advertising forms. Users who have been using for a long time can display the user price of < / P > < p > channel purchase volume with static graph and video. The core is to judge which channels are of poor quality, and to eliminate these channels, so as to avoid affecting the quality score of the alliance and leading to price decline; secondly, to expand the flow of high-quality products and improve daily life rapidly. User gold coin reward strategy. When a user is a new user, the price will drop significantly in the following 3-7 days, and maintain a stable level after 15 days. Therefore, it is necessary to distinguish users in different stages, give different gold coin rewards, optimize retention, and improve earnings. User withdrawal threshold. The value and life cycle of each user determine the upper limit of the user price. The core is to find this critical value and give users a dynamic cash withdrawal threshold. On the one hand, it optimizes the cost, on the other hand, it also prevents being brushed. < p > < p > alliance advertising is one of the core means of realizing incentive app. If the media do not have much experience in the initial stage, it is suggested that the 2 + 1 principle of accessing the SDK is: pangolin, guangdiantong, and adding a high price SDK. The overall SDK advertising can be launched according to the price concurrent request. Generally, the high price of the SDK advertisement is displayed first, and the alliance advertisement is used for the bottom. If the quality of your customers’ purchase quantity is not too poor, at least the initial income will be guaranteed. < / P > < p > at present, most of the newly applied alliance advertisements are template advertisements. The loading speed of template advertisements is very slow, so it is necessary to do a good job of preloading. Alliance advertising needs to control the frequency and quantity of users. According to their own app test threshold, it is guaranteed that the overall CPM of advertising will not fall due to excessive exposure of an alliance advertisement. Three kinds of SDKs can be used to intersperse, and ensure that the overall advertising exposure is under a certain order of magnitude. Incentive video advertising as the most important source of revenue, CPM price is also very considerable, but because most of the alliance advertising has a double bid strategy, the media should do a good job of activation and retention in the download advertising of incentive video promotion. < / P > < p > however, the filling rate of API advertising is not as good as that of alliance advertising, but the price is generally slightly higher. Therefore, it is generally launched by multiple APIs through bidding, and the one with higher price is preferred to be displayed, and the insufficient filling is based on the alliance advertisement. < / P > < p > the bonus wall is another core means to motivate app. The ARPU composition of some apps is basically half alliance advertising and half integral wall advertising. However, if you want to do well in the integral wall advertisement, you need to invest a lot of energy to polish it. The author thinks that there are three core points of the integral wall that should be paid attention to: < / P > < p > user education. User education can generally be achieved through some simple tasks, but the task has a more intuitive interest stimulation for users. For example, if users browse a news page for x seconds, they can get gold rewards, or users can get rewards by watching a video. The core of this task is to cultivate the user’s habit of doing specific behaviors according to the task requirements, and to feel that they can really get rewards through the task. In this way, users can actively participate in and complete the tasks according to the requirements in the increasingly difficult tasks. User guidance. If the integral wall wants to make a real effect, it needs to be enough and flexible in the task scene. For example, there is a special user guide for downloading tasks, and the copywriting and task requirements can be customized according to the characteristics of different apps and assessment standards; there are special tasks for news browsing, which can guide users to browse a certain length of time and number of articles; there are tasks of adding powder, which guide users to add specific promotion numbers, control the number and make recommendations. Many incentive apps on the market have a huge task list. It seems that the overall score wall users have a large amount of participation, but the UV allocated to each task is very limited, resulting in high price tasks. Either advertisers dislike the magnitude is too small, or they can’t impulse. On the whole, revenue is on the decline. Therefore, the integral wall task also needs to control the order of magnitude and bid; secondly, for the task that wants to be promoted, there is a special recommendation or obvious difference between the visual or reward range of other tasks, so as to ensure that there is space for momentum < / P > < p > of course, in addition to the above three parts, there are also some cash means that can be used as income supplement. For example, the more commonly used credit card promotion, insurance policy promotion, CPL games, and interactive advertising are all means of income supplement according to different app product models < / P > < p > there is a very interesting thing, many companies cash and users are two departments. You can often hear the realization said that the user department, do not understand the revenue, call the experience randomly every day. The user group Tucao realisation department make complaints about a blind operation, and the user experience is bad. < / P > < p > retention and income are two components of LTV. Although the division of labor is detailed, cash and retention are the responsibilities of two parts of people. It is only because it is very difficult to do these two things well at the same time, so it is only a means to reduce the difficulty, but we can’t give up the attention to the other part. For incentive apps, there are several main factors affecting the retention: < / P > < p > recently, many incentive apps have entered the game incentive app Because of the inherent user stickiness advantage of game class, it is easier to retain users; on the other hand, the advertising display of game app is mainly to help users better play the game, so the user’s acceptance of advertising is slightly higher than that of other types of apps; < / P > < p > the second retention is information and short video, which can provide users with interesting content, but it is very good Most incentive apps don’t have their own UCG, so the content is limited, and it’s easy to be vulgar and boring. < / P > < p > finally, there are tool type apps, which are not easy to retain. At present, the most popular ones are weather ones. However, the substitutability of similar products is too strong, and the use intensity of ordinary users is also very weak. This kind of app needs a lot of playing methods to stimulate users Retained. < / P > < p > this is very important. It inspires app users to pay close attention to bonus points. However, in order to control the cost, we can’t arbitrarily increase the bonus amount, so we need to use the user tag mentioned in the first part. It is necessary to issue different reward amount to users with different value and different withdrawal threshold. < / P > < p > there is a point here. It is necessary to control the distance between the remaining gold coins after the first withdrawal and the second withdrawal threshold. Generally, it is better to have the remaining amount reach more than 60% of the second withdrawal threshold. At this time, some reward ranges can be dynamically reduced to slow down the user’s time to reach the second withdrawal, which can ensure retention and control costs. < / P > < p > in fact, this point needs long-term accumulation. Many playing methods can not achieve good results in the first place. They need to be constantly polished and innovated. When polished to a certain extent, the user’s acceptance is very high, which can be used for testing on other apps. If it can also achieve good results, this play can form a template, which can be quickly applied to subsequent new products and improve user retention. When a certain number of playing methods are accumulated, it will be more and more convenient to make new apps. < / P > < p > incentive methods have a very outstanding effect on user retention, because incentive tasks can always give users quick feedback and promote users to invest in the next time. This method can be used in all kinds of app, auxiliary

Author: zmhuaxia