What does it mean for the app to go online?

What do you mean the app is online? The following is what I mean by putting the app online for your reference!

The significance of app online

In other words, the mobile client has been listed and can be downloaded and used on, for example, a mobile phone.

What needs to be done after the APP goes online.

1. When App is a brand-new product, the operation needs to get involved as soon as possible.

I often listen to colleagues talk about some products. When making product functions or any changes, the operator is the last person to know, even later than the user, and I have encountered it myself. You can complain, but it's useless. If you encounter such a team with poor information synchronization, take the initiative to operate it yourself. After all, most of the final data are not ready.

(1) Know the purpose and target users of the product, know what you know, and filter out very unreliable ideas.

As long as it's not a hot-headed product, the general boss or product manager has expectations for it, right? Imagined appearance? . Many times, the operation will think that the decision makers' ideas are unreliable. At the beginning of the operation, I once quarreled with boss, and my neck was thick. It's silly to think about it now. On the one hand, I met a stingy boss who cheated me. On the other hand, the boss may really see what you can't see, so why not trust the judgment of peers?

However, it is obvious that if the goal is set too high, it is necessary to put an end to it, otherwise it is to dig a hole for the operation itself. For example, the boss told me that this product will attract more than N users, will explode the circle of friends, will spread viruses, etc. The tonality of the product hopes that it is small and fresh, that it has connotation, and that it is fun and has no moral integrity. I think it can be said bluntly that courtiers can't do it. . . Who can win? . .

(2) When the decision-makers are uncertain about the above issues, they know whether it is necessary to conduct demand surveys and market surveys.

I have experienced it once? Android screen lock software? At that time, when determining the target group, the boss was somewhat uncertain, but felt that it was important to occupy the entrance of mobile phone, which was a strategic product.

So at that time, we made a relatively large-scale survey, went to some colleges and universities through the company's campus push channel, and collected a questionnaire of about 200 points in various ways; Then a questionnaire survey was conducted among people with low education level, such as chefs, security guards, cleaners and supermarket cashiers. From us? Imagine? It may be that more than a dozen users are selected from the target group of students and young migrant workers for in-depth interviews.

Later, we made an amazing discovery: people with low education and young age think that it is too much trouble to lock the screen of no demand's Android phone, and there are too many contents in the lock screen. Most people think that the lock screen is the factory setting of the phone, and they don't know if they can change the settings. So then we gave up these people.

(3) Release time and rhythm, and prepare materials.

2008-09-10 This is very important. You will get drunk when you meet the kind of online dating that is put off again and again. The release time is related to the start time of promotion, the choice of promotion stunt and the planning of operation activities.

Release rhythm: small-scale experience? Gray scale? Officially launched? Small scale promotion? Widely promoted? Every different rhythm, the operation is different. For example, is it necessary to recruit 50 angel users for a small-scale experience? Do you want to choose one or two channels with moderate traffic for the gray version?

Material preparation: advertising material, application store screenshot, activity page preparation, public relations soft text and other materials, as well as various other copywriting preparations.

(4) Important contents of the next 1-2 iteration.

Personally, I think it is difficult to change directions repeatedly when making products. At least this quarter, we should know the trend of products in the next quarter.

If you change your direction and focus in three days, it will waste a lot of energy in development and operation, and it is not conducive to the preparatory work of operation. The more fully prepared, the better the effect can be achieved. But in fact, in many startups and small and medium-sized companies, sometimes a function goes online, but the leader has decided that this product should be greatly modified.

(5) Organize and classify the operation-related work, so that you can be more efficient when practicing, and let the boss know what you have paid for the version.

This is the operation team's own business. Brand-new products generally do not have a perfect operation team, which may be supported by 1-2 people, so the work will be trivial and scattered. A fatal wound is being busy being a dog every day, but not sorting out the summary and report. At the end of the year, I got a raise and a promotion. The leader said that you didn't seem to have any achievements. . . Because most products will be mediocre, it is quite difficult to catch up with the products that have made rapid progress. . . )

Second, when the App is a mature product, it will be easier to operate, but it will also lose more freedom.

Mature products have been in operation for a long time, and operators have long thought about a set of release processes, ways to cooperate with other teams, and the potholes that need special attention. When newcomers come, they can do it step by step. Especially perfect mature products even have various documents for filing, so that newcomers can get started quickly. However, the other side of the coin is that whenever you want to do something that doesn't match, you are not easy to innovate? Rules? Things, will a small partner tell you? That's what we used to do. We've already mentioned it. What can we do? Wait a minute.

(1) Learn about the major updates in this version.

Convenient to respond to user feedback in advance; Easy to cooperate with activities; It is convenient to define the focus of the operation.

(2) Confirm in advance whether it is necessary to cooperate with operational activities.

Activities need to be prepared in advance: if it is a text activity such as a post, it will be done in minutes; If it is an H5 page activity, it usually takes at least 2 weeks for vision, development and testing according to the functions on the page. In addition, we should also know whether the purpose of the activity is to cooperate with channels to attract new customers, and to improve our daily life and our second stay. This also determines how to design active games.

(3) Data embedding point, verification method and judgment standard. Think about how to write version analysis before publishing.

Check with the product manager and boss in advance, which functions and data will be verified in this version.

For example, an App has added one in this version? Friend PK function? Then the boss must want to know whether this function is popular with users, how users use it, whether they can judge whether this function is successful or not, and what standards are used.

Spicy, please pay attention to a few things: data management (not buried, you are a wool. . . ), verification method (compare the old and new versions of data? User feedback sorting? Questionnaire survey? How much is the loss rate more than the failure? What is the industry level? )

(4) User feedback processing, usually the outbreak period of feedback is within 1 week after release.

F & About major updates; Q can be prepared in advance, especially after the release 1 weekly user feedback * *. If a large company has a dedicated customer service team, it needs to train customer service. At least they should know what this function is and who to transfer it to when they can't answer the user.

(5) Version analysis report.

This is the situation after the release of the version. We usually start the analysis after 1 week, which mainly includes two parts: quantitative analysis+qualitative analysis.

Quantitative analysis is objective data. How rich the data can be and what conclusions can be supported depends on the level of detail of your embedded points and the formulation of pre-verification methods. As I said before, I figured out how to write it before the release, otherwise I found out that there was a lack of data when I wrote it. It was a tragedy.

Qualitative analysis is generally user feedback, and some will add some questionnaire results analysis. How to organize user feedback can refer to my previous article User Feedback. Users are one-sided, but they are also the most real and fundamental, and we need to look at them from two sides. Good user feedback is refining and thinking, not porters, which can help the next step or even the next stage of product decision. I'll write a questionnaire later.

It is generally difficult for brand-new products to form such a version analysis report: 1 may change because the positioning of new products is not clear; 2. The number of users is small and the sample size is too small, which has no reference value; Now everyone pays attention to speed. Many times, new products will have many shortcomings when they go online. Imagine that you are a young girl with fair skin and beautiful skin. Due to the shortage of resources and time, you end up with a frustrated girl with rough skin and messy hair. Then you ask users what they think. . What do you want users to say? . A complete body is easy to judge, but a teenager's body is hard to say.

(6) Understand the important contents of the next 1-2 iterations of the product.

This is still a question of going forward. Before some major functions go online, it takes a long time to prepare for operation. Especially for brand-new products, even from the beginning of recruiting experience users, cold start is very difficult. What channel to choose and how much to ask have long been thought out.

What were we doing before the APP went online?

Now people habitually divide product operation into channel operation, content operation, user operation, data operation and so on. But I want to say that in fact, many companies have not been subdivided to this extent. Before the product goes online, there may be one or two operational colleagues preparing. So what shall we do before going online? At least I can do these things.

Basic points:

1, give full play to all the functions of your app, including all the small details, and then know the target audience of your product. This is not much to say, it should be an essential function for operating small partners.

2. For the analysis of the same category of apps on the market, you don't need to have a deep understanding of the business model, but at least you need to know which products are competitive with your home, and the different directions of similar products, such as fitness, running, football and other items, but the products under the same category will overlap to a certain extent.

3. Prepare detailed product descriptions, screenshots, one-sentence explanations, keywords, market classification, etc. It seems that some companies are product colleagues preparing these, and each company has a different division of labor.

4. For the opening and maintenance of official Weibo WeChat, besides the SDK of these two products, the promotion, exposure and activities of private brands are all good choices. It is always useful to create a qq group with feedback from mobile phone users.

5. Improve Baidu, 360, sogou and other encyclopedia entries. However, if the encyclopedia can't get through without reference materials, you can prepare the content now and improve the entries as soon as there are news resources and download links.

6. At least some activities should be planned for use. There is no limit to the form of activity, which can be online or offline. It can be Weibo WeChat activity or other activities. To tell the truth, there must be activity, in case it explodes.

7. Organize data analysis templates, including the retention, activation, addition, function use of app, and the effect brought by free payment through channels.

APP online channel

I. Application market

1. Apply for developer accounts in major markets. There are relatively many Android markets. You can apply for it all in the early stage, and then maintain it according to the information.

2. Organize the initial demand documents of major markets to ensure a thorough understanding of each item. If you are not clear, you must ask the relevant person in charge of the application market, otherwise you may bury yourself for the first time.

3. Be familiar with the rules of major market activities, gift packages, special topics, CPT (pay by the day for market location), CPA (pay by effect), CPD (pay by competitive download) and so on. , and know exactly when to apply, application requirements and other cooperation conditions and methods (CPT, CPA, CPD).

4. Now that you are familiar with the gameplay in various markets, you need to make a general promotion plan. For example, the above three months are a time node, which markets do you want to apply for free resources, which markets do paid promotion, how many additions and activations you can bring back, and so on. Whether you spend money or free, you must have a goal. (Ps: After going online, data analysis has become an indispensable job for you every day)

5. In the case of IOS, everyone basically chooses the app Store when downloading the app. Pay special attention to find and make good use of the keyword 100 (ASO is a long-term repetitive process that requires a lot of analysis, so it is recommended to find an agent). Other aspects, such as brushing the list, can also contact the agency for help, or find X Bao. Other jailbreak channels can learn about pickled pepper network and Weifeng network if necessary.

Second, the understanding of other channels (clear cooperation mode, find the corresponding contact person):

Change the quantity, each product has its own change rules, including 2 for 1, activation for activation, etc. Finally, it depends on how you talk about it.

Weibo Jiugongge, but now the effect is not as good as years ago and a period of time after, as a brand exposure is still good.

Space is nine squares. Recently, everyone has done a lot and the price is cheap.

Tencent Broadcom, Weibo Fan Tong. Publicity materials are very important.

Momo information flow, I have never done this, I don't know the specific effect.

Related vertical forums, post bars, network alliances, advertising platforms, etc. You need to know how to cooperate. Find the corresponding contact and use it in one step.

Today's headlines, ink weather, wifi master key and other in-app display of their own products, according to the background bidding of partners.

Media:

In fact, I am also short of media resources. I tried to find some third-party companies to send soft articles, but they were all unreliable, so I gave up. You can pay more attention to 36k, Bird Notes, Entrepreneurship, 3W, and some news source websites, such as Sina, Netease and Sohu.

abstract

The first submission was chaotic, which was the experience gained from my own work, and I took many detours in the middle. Countless times I was buried in the pit and miraculously stood up, haha. But I believe that doing these things well can make your product less flustered when it goes online, and always feel that you are almost not ready. Many deficiencies are welcome to be supplemented and corrected. The most profound experience of operating for a period of time is that getting started is simple, but doing it well is difficult. I hope everyone can learn from each other and do a good job.