To learn more about the product manager, you can follow the official account “Kevin Changes the World”, and you can also add vx: KevingBsjDDD0123 for more information
Before the launch of APP and small program, there are three must-go nodes, audit, release and promotion.
These three nodes are also the main reasons for disturbing the launch of the product. From the perspective of simple design, how product managers can achieve approval and successful release without changing the existing framework of the product is the key.
Many audits are not passed, which is caused by unreasonable product design.
1. Take the review and release of small programs as an example to try to do some general release optimization
Small program and APP, release and review is separate, through the review will be released.
Small program audit is based on wechat official specifications, plus manual audit. The review through the small program mainly focuses on four points.
1. Log in in tourist mode
Applets are created to allow users to run out of time, so applets need to provide visitor mode. Users do not need to force login or registration to access
2. The login/registration is not mandatory
Developers want to obtain the small program user’s phone number, ID information first need to pass the small program authentication, access to the corresponding information, not through the authentication of the small program can only obtain the user’s wechat authorization.
Small program to obtain customers, for developers to take wechat authorization is meaningless. The need to know the user’s phone number, so the small program did not pass the qualification examination
3. Small program bugs have been checked
It’s quite possible for developers to send small programs to review without fully passing the tests. Lead to small program auditor found, nature was down. For example, page jump error, loading failure is a small program BUG.
As long as the impact of the user’s normal use of the BUG, a direct audit will not pass.
4. Small program illegal functions and commodities
Before the release of small program audit, but also check whether the small program compliance, such as small program to live on the corresponding qualification certificate upload. Violation of the online virtual products, will also cause small program audit is not passed.
Through the above four points, after the completion of the audit, the small program can be released.
The release of small programs. Applets, like apps, are published and reviewed in different time zones. Only after the approval can be released. To release the need to small program management platform to click the release, the audit button will become the release button, click the release can cover online version.
Release of small programs
1. Promotion of small programs
Small program because it belongs to the micro channel, so small program promotion naturally in the micro channel. And wechat promotion methods are no more than four
2. Private domain traffic
From their own public account, community, personal number push small program, as well as call on friends to spread word of mouth, this is more direct. The premise is to prepare for the small program needs to promote the words, posters, copywriting.
3. Pay for advertising
There are two forms of advertising, the first is to find wechat official advertisers, only need to charge money. But the premise is financial and other special areas are not allowed to advertiser display; There is a big V to find the head to push each other.
4. Resource exchange (mutual push)
If the user portrait is similar, the existing reading amount is similar, but also through the exchange of resources to promote each other. It’s also the cheapest way.
The way to push each other according to the content of wechat, there are community, subscription number, personal number circle of friends to push each other. Or small program flow change. Small program change refers to jump to other small programs through small program increase, quickly increase the number of users registered.
2. Release and review the app
Domestic apps are downloaded from apple app Store and Android manufacturers. Apple’s standard is uniform, while Android’s camp approach is a bit much.
1. Apple’s review.
Being rejected by Apple is a common occurrence for every developer. The approval of Apple APP is a big hurdle, and after being rejected, it needs to be modified according to Apple’s requirements. Let’s see what they are, and how to fix them.
First of all, Apple audit is divided into three parts, pre-audit, machine audit, manual audit.
Apple apps still need to be approved before they are released. The following six points should be taken into consideration when reviewing apps.
1. Developer Account:
At the moment, there are only two types of developer accounts at Apple: personal and corporate. But because of Apple’s policy, corporate accounts have been closed and only individuals are allowed to sign up.
The cost is $99 per year for personal and corporate accounts, and $299 for corporate accounts. In terms of the number of collaborators, individual accounts are limited to 1 person (the developer), while companies and businesses support multiple users. In addition, the management authority, application cycle and other aspects, are different.
2. Type of qualification applied:
In different application fields, apps need to submit corresponding qualification certificates. For example, financial and medical apps need to provide relevant qualifications to be approved.
3. Apple reviews the reasons for rejection
1. The App incessantly
The main problems include obvious bugs such as application crash, load failure, application not supporting IPv6 network, test account, and hide switch.
2. Accurate metadata
The main reason is that the title, description and screenshot of the application are seriously inconsistent with the application functions. Like android phone screenshots, browser screenshots. The function in the screenshot is not reflected in the product.
3. Acceptable business model
The main problem is lack of qualifications.
4. Data collection and storage
The main reason is that the App forces users to register. If the user information function is not required, the App secretly collects users’ personal information.
5. Repeat the App
This is mainly for duplicate apps, which means that your App is similar in functionality or code to someone else’s App, which is usually considered by Apple to be a vest pack.
6. Minimum functional requirements
Apple says some developers are uploading apps that don’t have enough features or don’t have core features of their own, such as packaging a web page for sale.
7. Purchase items
Mainly access to third-party payment, Alipay, wechat and so on.
8. Software requirements
Is the main product to join the violation code, join the seat belt.
9. Location services
The main reason is that the App shares the collected user data with a third party without permission, and does not explain the purpose of use, such as location, account…
10. Intellectual property rights
Mainly unauthorized use of copyrighted material. In addition, the App must not be similar to apple’s existing products.
In addition to the above 10 official questions from Apple, there are four major questions for review.
1. The user login and registration is abnormal
The current version of the App will first be required to provide an Apple account login method on the Apple app. If not, it will not be allowed to be approved. At the same time, apple app audit requirements for different types of app products to provide the question of whether to allow mandatory login. For example, content information allows users to access and browse before logging in. You can’t ask the user to log in or register right away.
2. User Privacy Agreement link;
There’s a template for the user Privacy Agreement on the web so you can download it, and in Apple you have to attach the user agreement once it’s approved. Otherwise, the audit will not pass.
3. Inform users of the collected information
When uploading, it is necessary to select the user information collected by the APP and inform the user in the design. The permissions obtained by the app at the system level need to be notified to users by means of popover and page notification. Cannot obtain permissions on interfaces that the user does not visualize. To let the user to select, can not be selected by default;
4. Allow users who are not logged in to view the function page
The product design of the APP cannot force the login and registration to be placed on the first page entrance, the user should be able to see the main functions and content, and then inform the user to log in or register after the operation.
5. Apple Specifications
In-app purchases use Apple’s in-app Purchase instead of your own payment channel. Be sure to follow Apple’s official iOS Human Interface Guidelines
2. Android audit and release problems
According to the requirements of their respective manufacturers. Different manufacturers have different degrees of rigor, such as Tencent App Bao and 360 mobile assistant have a big difference.
1. Tencent Appbao
After September 18, 2017, the application should submit the software copyright certificate (original scan) or the application PC official website ICP record screenshots + official website address + more than 2 app bao market online background status screenshots instead, the software will be added later.
It should be noted that the developer’s QQ number cannot be changed once registered, so it is recommended to use the legal person’s QQ number to avoid unnecessary trouble caused by employee turnover.
2. 360 Mobile assistant
Enterprise operators to carry out real-name authentication, to provide id number, bank card number and reserved mobile phone verification code verification. Different industries have different qualification requirements, but the following three documents are required for all applications: Software Copyright Document, ICP Certificate, and ICP Record Certificate. 360’s warranty letter is required for the app to be launched. Similarly, the developer account, it is recommended to use the email or mobile phone of the legal person, in order to avoid unnecessary trouble caused by employee turnover and other circumstances.
3. The App promotion
There are also many types of APP promotion, which are mainly divided into two forms. The first is paid promotion; The second is free promotion;
Paid promotion app now has a special app promotion, including offline promotion, and online promotion.
APP promotion uses the APP store to focus on: charts, hot searches, keywords. The goal is to get higher rankings, more page displays, and that comes through search, ASO play, and private domain traffic. The most common way to download apps today is through channels, through good online channels, and through ASO.
In addition to the app store, here are eight ways to promote your app.
1, industry website advertising exchange
When your APP has a certain amount of traffic, you can find some peer apps of the same size to exchange ads, that is, advertise on your APP and advertise on your APP. This can get a certain advertising effect without spending money.
2, product related word bidding ranking (SEM)
You can manage your advertising budget effectively.
3, industry APP advertising direct investment
Identify relevant industry networks or related sites with traffic and influence and place ads directly on their sites.
4. Content operation
Create app features and value through content, and publish to vertical content community for long-term drainage. For example, in the early days, many apps did this on Zhihu.
5, long tail keyword optimization (website SEO)
Based on the APP’s location and keywords. List as many long tail keywords as possible, these keywords must be related to the direction of the APP, APP product or service, combined, then we can do some SEO optimization for these keywords.
6. Internal test of sending code (requiring product design)
Send code inside test is actually hunger marketing. Before the official launch of the software, continuous publicity and warm-up, shaping the image and value of the APP, improve the user’s expectation of the APP and the desire to download and use. However, the internal test needs to develop resources and add the function of inner invitation code.
7. Offline preloading
Working with some mobile phone manufacturers to pre-install your APP on the phone before it leaves the factory can be a good idea, but this requires either a very strong resource relationship or sufficient financial strength.
8.H5. Wechat Small Program Association (product design)
Associate app download address in wechat official account through H5 and wechat mini program. Being able to quickly guide users from inside wechat to the app Store download page is the fastest.
After all, having users go directly to the App Store or Android App Store is actually very inefficient.
Finally, apple must be aware of the app approval process:
1: Upload the application 2: Waiting for review (2-9 days) 3: In review (2-5 days) 4: Processing for App Store (10 minutes) 5: Waiting for Review (2-9 days) Ready for sale (5分钟)
That’s all for today.