How WeChat's small program user base is growing

Strategies and methods to grow the user base of WeChat mini-programs

1. Precise naming and keyword setting

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  • The name of the small program should be concise and contain core keywords, so that users can quickly find it when searching. For example, if you are a small program that provides takeout services, it is best to include relevant words such as "takeout" and "ordering" in the name to improve the match of the search. At the same time, in the background configuration of the small program, it is reasonable to set up to 10 keywords that are closely related to the business to increase the chance of being searched.
• Refinement of applet profiles and descriptions::
  • Describe the functions and advantages of the small program in concise and accurate language, highlighting the unique selling points and stimulating the interest of users. The brief should be able to quickly convey the value of the small program, so that users can understand at a glance what this small program can bring to them.
• Enhancing the user experience::
  • Ensure that the loading speed of the small program is fast, the page design is simple and beautiful, and the operation is smooth. When users use small programs, if they encounter problems such as slow loading, lagging or confusing interface, they will easily lose patience and give up using them. Therefore, it is necessary to continuously optimize the performance of small programs to provide a good user experience

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1. Public Promotion

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  • If you already have a WeChat public number, then you can associate the small program with the public number by embedding a small program card, link or QR code in the public number's article to guide fans to the small program. The content of the public number should be related to the function and theme of the small program, so that it can naturally lead users to click. For example, a food public number can insert a link to the food ordering applet in the article introducing the food, so as to facilitate users to place orders directly.
  • Use the menu bar of the public number to set the entrance of the small program, which is convenient for users to access at any time. You can put the main function modules or popular activities of the small program in the menu bar to increase the frequency of user access.
• WeChat Group Promotion::
  • Join WeChat groups related to the target user group of the small program, share the link of the small program, activity information or tips in the group, but pay attention to the frequency and manner of sharing to avoid being kicked out by the group administrators or causing user resentment
• . You can entice users to click through to the applet by providing some valuable content or offers.
• Encourage users to share small programs in WeChat groups, for example, set up a sharing reward mechanism, such as points, coupons or lucky draw opportunities after sharing, to stimulate the enthusiasm of users to share and achieve fission type spreading

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3. Circle of Friends Promotion::
   • Regularly publish relevant information about the small program in your circle of friends, such as new features on line, preferential activities, user cases, etc., to attract the attention of your friends in your circle of friends. The content posted should be attractive and interesting, and at the same time can be matched with beautiful pictures or videos to increase the attention of users.
   • Utilizing Friend Circle Ads for promotion, WeChat Friend Circle Ads can be placed accurately according to the user's geography, age, gender, interests, etc. to improve the effect and conversion rate of the ads. If the budget allows, you can consider placing friend circle ads to expand the exposure of small programs.

1. Promotion::
   • Launch limited-time discounts, full reductions, free gifts and other promotional activities to attract users to buy goods or use services. For example, e-commerce applets can launch full-reduced activities on holidays or specific promotional nodes to attract users to place orders; service applets can launch exclusive offers for new users to increase the conversion rate of new users

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  • Issuance of coupons, users can receive coupons in the small program and use them when consuming, increasing users' willingness to buy and stickiness. Coupons can be issued in a variety of ways, such as automatically receiving them the first time they enter the applet, receiving them after completing specific tasks, and receiving them after sharing the applet.
• collective bargaining::
  • Group Together campaign is a very effective marketing method to quickly attract users and increase their participation. Users can invite their friends to buy goods or services together to enjoy lower prices. For example, fruit fresh small program can launch fruit group activity, users invite friends to buy fruit together group, not only can enjoy the preferential price, but also increase the interaction and sharing between users!

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   • In the page design of the grouping activity, the rules of the activity, the strength of the offer and the remaining time and other information should be highlighted to create a sense of urgency, prompting users to participate in the grouping as soon as possible.
3. raffle::
   • To organize a lucky draw, users can get a chance to win a prize by completing specified actions, such as following applets, sharing applets, and spending money. The prizes can be physical goods, coupons, points, etc. to attract users to participate. The rules of the lucky draw activity should be simple and clear, and the probability of winning should be reasonably set to avoid users feeling that the activity is unfair or too difficult to win.
   • Regularly announce the list of winners to increase the credibility of the campaign and the enthusiasm of users to participate. At the same time, winning users can be invited to share their winning tips to further expand the influence of the campaign.

1. Collaboration with other small programs::
   • Look for other small programs that have similar target user groups or complementary businesses with their own small programs for cooperation and promotion. For example, a fitness applet can cooperate with a sports equipment applet to promote their products or services in each other's applets to realize the sharing of user resources.

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   • Cooperation can be carried out through mutual recommendation and joint activities, such as jointly organizing online or offline activities to attract traffic to each other and increase the number of users of both sides of the small program.
2. Partnering with offline merchants::
   • If the business of the small program is related to offline scenes, it can be promoted in cooperation with offline merchants. For example, a local life service small program can cooperate with local restaurants, supermarkets, movie theaters and other merchants, post the QR code of the small program in the stores of the merchants, and guide users to scan the code to enter the small program.
   • Cooperating with offline merchants to launch joint promotional activities, users can get coupons or points of the small program when they consume in the merchants, which attracts users to use the small program, and at the same time brings more traffic and consumption to the offline merchants.

1. Provide quality products or services::
   • This is the basis for realizing word-of-mouth communication, and only when users have a satisfactory product or service experience in the small program will they be willing to actively recommend it to others. Therefore, it is necessary to continuously improve the product quality and service level of the small program to meet the needs and expectations of users

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2. Encourage user evaluation and feedback::
   • Set up the function of user evaluation and feedback in the small program to encourage users to evaluate and make suggestions on products or services. Respond to user evaluation and feedback in a timely manner, solve user problems, and make users feel valued and concerned.
   • It is possible to display and promote high-quality evaluations to increase the trust and willingness to use of other users. At the same time, it is also possible to adjust and optimize the functions and services of the applet in a timely manner according to the feedback of the users to improve user satisfaction.

1. Data monitoring and analysis::
   • Regularly analyze the user's access behavior, source channels, residence time, conversion rate and other data through the data statistics function in the background of the WeChat applet to understand the user's needs and behavioral habits and provide a basis for optimizing the applet

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   • Based on the results of data analysis, identify the bottlenecks and problems of user growth, and target optimization and improvement. For example, if you find that the bounce rate of a page is high, you can optimize the content and design of the page; if you find that the user conversion rate of a channel is low, you can adjust the promotion strategy.
2. A/B testing::
   • For the page design, function settings, marketing activities, etc. of the small program, A/B testing can be conducted to compare the effect of different programs and select the optimal program for promotion. For example, you can make two different versions of the activity page, respectively put to some users, observe the user participation and conversion rate, and choose the version with better results for full promotion.

The main promotion channels of WeChat small program

1. online channel

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• Promotion within the WeChat ecosystem::
  • Public Promotion::
    • Affiliated Public: If you have your own WeChat public number, you can associate the small program with the public number. Embed small program cards, links or QR codes in the articles of your public number to guide your fans to the small program; you can also set up the entrance of small program in the menu bar of your public number, which is convenient for users to access at any time.
    • Cooperative public number promotion: If you don't have your own public number, you can also find other public numbers that are related to the target user group of the small program and have a large number of fans to cooperate with, and pay for them to promote their small program in the articles or menus.
  • WeChat Group Promotion: Join WeChat groups related to the target user groups of the small program and share the link of the small program, activity information, etc., but pay attention to the frequency and manner of sharing to avoid arousing resentment. You can also set up some sharing incentives to encourage users to share the small program in the WeChat group, to achieve fission type dissemination
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• Circle of Friends Promotion: Regularly publish relevant information about the small program in the circle of friends, such as function introduction, preferential activities, user cases, etc., to attract the attention of friends in the circle of friends. It can be matched with beautiful pictures, videos or interesting copy to increase users' desire to click.
• WeChat Search Promotion: Optimize the name, profile and keywords of your applets to improve your ranking in WeChat search results. Users can find your small program more easily by searching for keywords
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  • Chat applet promotion: This is a group chat or private chat to provide a quick access portal to the history applet, and by connecting with contacts within the group chat, it can increase the repeated use of the applet by users.
• Other online platform promotion::
  • Small Program App Store: Publish the applet to some third-party applet app stores to increase exposure and downloads. Some app stores are free to enter, while some may require payment to get better recommended positions.
  • New media platform promotion: Utilizing new media platforms such as Weibo, Jieyin, Xiaohongshu and other new media platforms for promotion, users can be guided to enter the small program by releasing content such as soft articles and videos. For example, insert the QR code or link of the small program in the soft text
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    • APP PromotionIf you have your own APP, you can guide users to WeChat small program in APP to realize the conversion of traffic. For example, set the entrance link of the small program in the APP, or share the small program to WeChat through the APP sharing function.
• offline channel::
  • QR Code Promotion: Generate the QR code of the small program and print it on materials such as posters, flyers, business cards, product packaging, etc. to guide users to scan the code to enter the small program. It can be posted or distributed in physical stores, shopping malls, exhibitions and other places to attract offline users
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• Offline event promotion: Organize offline activities, such as promotions, lectures, exhibitions, etc., to publicize the small program at the event site and guide users to scan the code to use it. For example, set up a special small program display area at the event site, or print the QR code of the small program on the promotional materials of the event.
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• Cooperative promotion with offline merchants: If the business of the small program is related to offline merchants, you can cooperate with offline merchants to promote it. For example, cooperate with restaurants to post the QR code of small program on the table of the restaurant and guide customers to use small program to order or book; cooperate with supermarkets to publicize the special offers of small program at the checkout counter of the supermarket, and so on.