How to operate at zero cost and achieve outstanding performance in case of stingy boss

Generally speaking, retained users need to pay some costs first. It's easy to understand that all kinds of red envelopes, discount coupons, ranking contests, lottery, etc. we usually see in APP are operate Cost embodiment. No matter how good our operation process and design promotion are, most of these costs are paid in advance, so operators must carefully calculate costs and control risks before starting activities.

However, our boss belongs to "Rich"+"stingy" (his secret of success) Even the most basic 30000 to 50000 yuan is not willing to be offered. Therefore, the company can only spend a few days on operations that can only burn money. However, because of the great economic pressure (honest), I have to work with one mind and break through in the direction of zero cost operation to ensure my job.

1、 Basic business of the company

APP is used for taking out rebates. It has a wide audience and is easy to promote.

Although a user can only earn twenty or thirty cents a day when he eats, he can't stand the huge amount; More than 2000 people can be recruited every day, and about 3% of them can be retained (along with fate); As time goes by, the profits are getting higher and higher, so we don't need to use our brains.

But if you stop here, you can never satisfy your boss's appetite. The boss hopes to 0 cost (insanity) Realize high retention rate of users (at least 10%) , kept for a long time (Eating in APP for two or three years) 。 In fact, after the boss has set the goal, I said it is not difficult to retain such goals (Actually, my heart is very empty) The real difficulty is how to realize at zero cost.

2、 Start to tackle difficulties and find solutions for zero cost

After analysis, I found that there are two factors that determine user retention:

Just because the entry threshold of the takeaway rebate industry is low, as long as you go to Taobao Alliance and Meituan Alliance to open an account, everyone can set up a small program or APP to issue coupons or make rebates. Homogeneous competition is very serious. If the operator does not often put some benefits out, it is difficult to lock users firmly in the APP. However, welfare release involves costs, The boss won't pay 。 Therefore, there is only one way out, that is, to introduce other merchants or scorewalls suitable for the takeaway rebate scenario, and let them pay the bill.

In the face of the monthly settlement policy of Taobao Alliance and Meituan, the payment recovery cycle is long, and users will have to wait for a month just to withdraw the rebate. I immediately realized that This is an invisible barrier It's easier for everyone than it is for everyone. At present, all Taobao rebates and takeaway rebates are monthly settled. If we can break the rules and achieve weekly or even daily settlement for users, then users must be loyal and will not choose to leave (I'm too smart).

To sum up, it is not difficult to draw a conclusion. I need to find a business or scorewall that meets the following characteristics, and then design an activity, and the project will be completed!

A wide audience, users complete the simple+free one-step operation, and then give us a settlement commission (CPA).
It supports the point system (customizable gold coins and points), which is easy to embed into our current take away rebate APP.
Fast settlement and real-time data. It is best to support advance payment, and the slowest settlement shall not exceed weekly settlement.
Merchants provide enough tasks (CPA), and the profit space is large enough. For example, if an average user gets 50 yuan of rebate for taking out food every month, and the profit from CPA operation is more than 50 yuan, then we have the confidence to deposit money to the user for daily settlement. Achieve high retention.
Users who design activities and complete enough tasks (CPA) can obtain higher rebate ratio. In this process, users will feel that their accounts are more and more valuable. No longer willing to change the APP.

waimai1 — (Users have a little take away in our APP every day. Is it hungry? 1000 gold=1 yuan)

3、 Implement the implementation, find and connect merchants and test data to get good results

Result: With the same flow, our profit has more than quadrupled, and it is easy to realize daily rebate settlement. Therefore, the problem of user retention and user fission cost has been solved together. These are all realized at zero cost.

Process: In the process of looking for merchants, we used strict control tests and finally locked several very high-quality merchants. Including reading money, game experience, and task money.

Among them, reading money and task money actually add up to about 18% of the incremental profit, and the remaining 82% is brought by games. So here we mainly analyze the game data. ("Yuemeng" contributed 0.4% of the profits; "Zhongren Bang" contributed 17.9%)

First, show the data of the game task:

In fact, originally we only expected that the game would be used as an auxiliary means of retention;

Unexpectedly, from the data results turn from a guest into a host , there is more sense of existence than take away rebate. To put it simply, for every 1 yuan we earn on takeout, we earn as much as 2.4 yuan on the game!!

Rather than saying that game experience is a better means of profit, it is better to say that takeaway+games have achieved the effect of 1+1>>2.

Because first of all, we focus on the 500 million takeout population in China in the process of new promotion, without screening or threshold. Any WeChat group can easily attract dozens of new users to register by sending a coupon image when they arrive at the restaurant.

Secondly, the games we access are suitable for the public taste, such as leisure, legend, Three Kingdoms, Xianxia, etc. People who used to enter our APP mainly focus on taking out red packets and rebates. When it is found that playing games can not only make money, but also continuously increase the proportion of rebate, the desire to retain is strong, and will spontaneously find more games to play, bringing us more benefits.

We have catered to the subjective will of users in terms of recruitment, retention and realization, which is naturally very easy to do.

Some people may ask, isn't it possible to achieve the same retention effect with a task score wall like the People's Sect? This statement is not bad, but compared with the game, there are several problems with the task score wall of People Help:

Data review is not real-time. It will take several hours, or even 1-2 days, for advertisers to review the data before paying us and users. [The game data are all real-time, which makes users feel very happy.]
People can only do many tasks once because users only have one mobile number. [The logic of the game is completely different. The old users of a certain game can continue to participate in receiving awards through one click activation, and many players can produce profits of four or five hundred in just playing a game case Many.]

In addition, I also observed the advantages of the game in other aspects. It is the combination of these advantages that enables me to achieve my goal.

To sum up, there are 7 points:

1) There are many kinds of games, no threshold for access, and a wide audience.

anlitu1 — (There are many kinds of games, such as Legend, Immortal Xia, Three Kingdoms, and mini games, all of which are highly rewarded)

2) The total number of games is about 400 online games.

3) Merchants are strong in developing new tours, and there are 15-20 new tours online every day.

4) Each game is equipped with (extra rewards), and the activity cost is borne by each game player. We just need to be responsible for the diversion, the merchants to spend money for the operation, and constantly improve the liquidity of our APP.

5) The integral wall is also equipped with a variety of activities, which can also be used directly without paying for themselves.

6) It is suitable for accessing many kinds of APP, such as reading, video, part-time job, e-commerce rebate, point exchange mall, takeaway rebate applet, etc. In fact, as long as the APP supports the points and membership system. Access the minute by minute.

7) The settlement is stable, and advance payment can be applied. [Settlement every Thursday, advance payment according to consumption trend, very powerful]

4、 Summary

In order to meet the needs of the boss for zero cost operation, I had to stumble and find the industry to play games. As for the unexpected effect, I attribute it more to good luck.

However, this experience also prompted me to update my understanding. Whether the boss is stingy or the budget is tight, it is not a reason why operators cannot do a good job. On the contrary, only when resources are scarce can we find a way to better reflect the value of our work.

Finally, I would like to thank Chen, the manager who has been working with me to provide the game trial list. Without her help, she has full confidence in the data quality of our APP and ensures that every advance payment will be received on time. I can't meet my boss's target. If there are other operation bosses who want to exchange knowledge about free operation with me, maybe they can have a deep communication.

Operation article of last year and today

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