Newcomer acceptance means that when the user first installs and activates the app, the benefit page is given to the user. A good new user acceptance page can be in line with channel promotion and promote user retention and conversion. So, what should we do to accept new users of the app? The author of this article has made an analysis on this, let’s take a look together.
First of all, before asking this question, what is newcomer acceptance? Why is the acceptance of newcomers so important? How to evaluate the effectiveness of newcomers’ acceptance?
1. What is newcomer acceptance?
Newcomer acceptance is the benefit page given to new users when the user first installs and activates the app.
Many e-commerce companies will issue coupons to users after the first installation and activation, or purchase some items at a very cheap unit price, allowing users to complete the first experience of registration, payment, and harvest, and promote the first transaction.
. Many contents or equity will be given free permissions for a certain period of time, allowing users to experience the paid content of the software during this time period, thus forming a habit, and it is more natural to pay later. During this period, we will focus on the functions and usage methods of the software, so that users can get the value of the software.
2. Why is the acceptance of newcomers so important?
If we want to understand the importance of newcomer acceptance more deeply, I will also give you some analysis from the perspective of the overall closed-loop path of a product, so that everyone's horizons will be broader:
You can see that a new user enters the homepage of the app first sees newcomer benefits. Newcomer benefits are equivalent to a connecting role between the past and the future of the app. On the one hand, can flexibly make differentiated operations based on different channel materials, and on the other hand, it is a guide before users explore the app, which determines the main path for users to explore the app. The new user acceptance page of
is in line with channel promotion and can successfully guide users to the barrier-free exploration app. Promote user retention and even paid conversion.
3. How to evaluate the effectiveness of the newcomer’s acceptance page?
We can give him very specific indicators and measurement standards based on the role of the newcomer's grade page:
is the theory mentioned above. Let me tell you about the design method of the newcomer's welfare page based on actual cases.
1. Understand the material for channel promotion
For example, in the promotion of channel Douyin , the main points are the teacher's video playback, courseware materials and the same software. Then, in the design of the welfare page of new users, we should focus on these points. As soon as the user comes in, he will prompt the user to collect it, and after the collection is completed, he will tell the user how to use it.
2. Understanding what to use to retain new users
looks simple, but in fact, many people are prone to misunderstandings, because many companies will formulate a KPI, which is ROI for new users, so when designing new users' benefits, users will directly ask them to pay for purchases. The undesirable thing about
is that a user downloads the app for the first time and has not used it yet, so he asks him to pay. This is very anti-human (a big e-commerce platform also said), especially for a tool-type software, which is even more impossible. In this case, we can completely return to a user's perspective. A user receives benefits here. After receiving them, the first step is to understand what benefits are, how to use them, and what value it can bring to him.
If a software requires users to pay as soon as it comes out, many users may choose to uninstall the software directly, resulting in a decrease in the retention of the software and an increase in the cost of new users.
In order to reduce churn, we should focus on introducing what benefits are, how to use benefits, and what problems can the software solve for users to design . If there are some small gamified interactions and designs, it will be more attractive~ It is more natural for users to pay after fully understanding the value of the software and experiencing the software.
The following uses several types of apps as an example to introduce how to undertake new users of different types of software.
1) Tool class app
After receiving the benefits, users will give special guides to newcomers. The guide guide guides users to understand the functions and design concepts from shallow to deeper.
is used to cooperate with some simple interactions during the introduction process to increase the user's sense of participation without being too burdensome. During the introduction process, the functions of the software are brought out very naturally, allowing users to naturally understand the value of the software.
2) Game app
usually guides users how to use the game, let users play and win easily, so that users can become interested in continuing to use the software.
3) e-commerce app
Many e-commerce companies will issue coupons to users after the first installation and activation, or purchase some items at a very cheap unit price, allowing users to complete the registration, pay, and gain the first experience, which will facilitate the first transaction.
3. Is it okay if the new user takes over the page?
Some people say that if the new user acceptance page is done, the user will definitely not worry about retention, but unfortunately, the user's patience is very limited. A good new user acceptance page can help users quickly understand the benefits and understand the value of the app. However, users may not necessarily explore and view very seriously. It is very likely that most users just scan it.
So in order for users to fully understand the value and benefits of the software, also needs to work hard in combination with scenario-based approaches to let users learn while exploring.
The usual forms are:
1) The masked bubble is prompted on the function page, and guide the user to operate
2) The floating window or pop-up window in the page
prompts the user to have new functions online, guide the user to use core functions, or inform the user of some hidden menu content. Do not want to interfere too much with the user's operation. If the current prompt content is more important and there is a lot of content, it is recommended to use pop-up windows.
3) Animation/video boot
animation and video are common advantages of being very intuitive and attractive. Users can quickly understand the entire product based on dynamic demonstrations. However, this kind of guidance method should not be too long, otherwise the amount of information transmitted will cause the user to lose patience or simply remember nothing.
, that’s all for today’s article. I am a senior product manager of stock software. I will help you analyze the problems and solutions encountered in your work based on practical cases. If you like me, remember to follow and like it!
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