[Case study] How did the APP that stays in the top five rankings get users?

[Case study] How did the APP that stays in the top five rankings get users?

Said the boss

From 0 to 4000 to 2 million, carefully staring at the budget and spending less on promotion, how can we hold the top five rankings of Apple Store categories? Who is it?

"

KEEP

"

4000

Seed user acquisition

In the early days, Wang Ning and his team found an internal testing team of about 4000 people through social media. Wang Ning also "lurked" into many QQ groups on fitness topics, after familiarizing himself with netizens, carefully threw out the product download link and recommended the group user experience. "A thousand people can send over 50 downloads on average once ".

These 4000 people became the earliest Loyal users of Keep. With their enthusiastic help, Keep completed the online version after its complete functions.

No outbreak

Growth

In the next three months, the number 4000 quickly changed to 2 million.

However, even so, Wang Ning does not think that Keep can be called a "red-hot" product.

In addition to the time when the App Store put Keep on the homepage for excellent recommendation, the user growth of Keep has remained stable and there is no burst peak.

New Media

Low Cost

Since the beginning of its launch, Keep's operation team has targeted nearly vertical communities, including those groups of Baidu and Douban, codenamed the "bury plan, post with high quality fitness experience for a long time, these posts cultivate fixed readers and get a high exposure position in SEO.

When the product App was officially launched, Keep simultaneously detonated these posts, almost overnight, the author tells readers that these valuable experiences are maintained through a mobile tool named Keep.

"During that time, it seems that almost the entire fitness topic's Chinese BBS was talking about us, and Keep's daily downloads in the iOS channel also reached more than 40 thousand ".

Pull new

Target audience locked

At present, more than half of Keep's users are "90 s". On the one hand, they are more interested in the image, on the other hand, the strong curiosity of this group, the degree of acceptance of new things will form a chain reaction, which is a great benefit for those entrepreneurial projects that are at the forefront.

Compared with other products with strong commercial flavor, Keep has a unique advantage in its promotion path.

Keep has been relying on user operations and social media to stimulate new users to join. The overall distribution trend of the fitness industry is that the majority of small white users, so valuable experience and live video stickers are easy to bring a high degree of attention.

Most of the materials selected by KEEP are original content carefully selected, which is more valuable to users than other repeatedly reproduced information sources, with the Keep information included in this content, you can gain more trust than users.

Why not use channels? "But you will eventually stay focused on the remaining budget all day, and it is difficult to identify the natural growth trend and feedback to adjust the product direction ".

Retention

Using Game Ideas

More than 600 courses have been stored in Keep. In fact, more courses have been recorded, but Wang Ning is using an online game iterative data sheet to control course updates.

"Just like customs clearance, releasing a new course every week will keep deep users active and follow, reducing their turnover rate ".

Keep guides users to punch in and share ("It may not be too boring after sharing"), precisely quantifies the quantity of calories burned, and helps make periodic goals, it has played a role in stimulating user stickiness.

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