It is not difficult for financial apps to attract new users. A certain number of new users can be obtained in APP stores, mobile phone pre-installation, booth pushing, office floor scanning and so on. What is difficult is how to activate novice users so that they can generate orders and turn them into valuable users.
It is not difficult for financial apps to attract new users. A certain number of new users can be obtained in APP stores, mobile phone pre-installation, booth pushing, office floor scanning and so on. What is difficult is how to activate novice users so that they can generate orders and turn them into valuable users. Generally speaking, most users of financial apps tend to adopt a wait-and-see attitude, especially for some moonlight family. Even if poor novice users like us download and register financial apps, they may not buy financial products. In addition to lack of money, there is another reason: distrust of the security of this financial APP. So how do those well-run financial apps activate novice users by means of operation? What a big move they pulled.
Source box | activity _APP operating tool (huodonghezi.com)
Generally speaking, there are three treasures of user motivation, namely interest, honor and emotion. However, these three are not enough for financial apps. They also need brand security, which is indeed the primary condition to eliminate the insecurity of novice users.
Build the security brand image of financial APP
As for the user experience of financial apps, the first is the sense of security. Why users invest in you is a problem we have to face. As for security considerations, users will look at your qualifications, the safety of your assets and the security of your trading process. The second is trust.
1. Copywriting perception of financial APP
I once signed up for the Lufax APP out of curiosity, and found that they had been promoting the image of “I am a financial planning brand with a good pedigree” to users at the beginning. The brand, which insists it is owned by Ping An Group, seems to be telling users: ‘Since I am backed by a tree, you are all protected. Please rest assured.’ For example, on the startup page and web version of the APP for new users, there is a copy: “Strong background, safer capital”. By doing so, Lufax can easily remove users’ sense of insecurity and distrust in P2P finance, enhance their sense of identity for Lufax and improve the brand impression. In particular, P2P has had bad news in recent years. Since 2015, nearly 100 P2P companies have closed down, and users’ money is not guaranteed. Distrust of P2P platforms has been increasing, so it is necessary to build the image of brand safety for financial apps.
2, star endorsement, platform for the brand
In addition to finding a reliable godfather, you can also find investment institutions or investors with high recognition in the industry to endorse your financial brand platform by inviting appropriate star spokespersons, which will also play a greater role in building a safe image. However, the product and company have to be reliable, no matter how to find a star endorsement, but also hard to escape bankruptcy. The P2P that Huang Xiaoming speaks for is planted, many fans are directed xiaoming elder brother cast money.
3, server technology security
Finance for the Internet security requirements is quite high, the security that in addition to let the user directly feel the external image, but also in the entire history of the server-side security allows users to really feel it is safe, including interaction with a third party, external interface, data encryption, local storage, such as the APP code reinforcement, reinforcement mechanism. Internet financial apps are most afraid of being breached, so the technical security and reinforcement must be strictly treated.
Brand safety shaping recommendation: reliable investment, copy strengthening, celebrity endorsement, technical clearance
Benefit driven activation of new users
Interest drive refers to the behavioral tendency and trend of interest subjects in pursuit of their own interests, and forms the behavioral motivation to achieve their goals, which is one of the most basic motivation sources of human beings. In human terms, financial APP users are dominated by the incentive of benefits such as new gift packages, so that they are motivated to complete the behavior of receiving gift packages guided by the APP, and then activating their accounts.
At present, many apps almost throw money at the welfare of new users, such as the half-price of the first order of New users of Lian Coffee, 80 discount for new users of Daily Youfresh when they reach 99, and the 368 yuan gift package for new users of Netease Kaola Overseas Shopping, etc., focusing on stimulating and training users to use apps when they feel preferential. Financial apps, which are closely related to interests, have a more simple and crude way of stimulating new users. In order to attract investors to try Internet financial investment and promote new users to download investment, these financial apps will set up a gift package for novices, download and register to receive a bonus.
1. Large novice gift packages to attract new users
New gift packages with large amounts of money are always used by financial apps to activate users. For example, the new user gift package of JD Finance APP has three packages for different product lines: financial management, life, payment, etc. And if new users activate jingdong Baitiao this product line will increase user welfare; New user real name authentication also to a wave of welfare: get traffic.
2. Use cycle benefits to activate users
In addition to benefits such as novice gift packages, which are commonly used in financial apps, some apps will hold some periodic activities to arouse users’ interest in them, so as to activate users’ investment desire. For example, Yu ‘ebao users in Alipay are exclusively entitled to Tuesday benefits, and users can get double income cards through scratch card activities, so as to invest and get double income. In addition to doubling the benefits of doubling the card itself, it will also superimpose the forms of activities on the basis of its own activities: answer prizes, share prizes, etc.
For example, answering questions and getting red envelopes is a form of activity, writing questions and answers for the financial business itself. In the question and answer, users are informed of the benefits of XX business. After answering questions, there are red envelopes to receive.
3. Do tasks and get rewards to stimulate users to buy financial products
Doing tasks to receive rewards is also a common means of financial APP. Jingdong Financial APP has such an activity form, doing tasks to receive Jingdou. On the platform of JINGdong Mall, Jingdou can pay for orders on jingdong website, and the ratio of Jingdou to cash deduction is 100:1. Therefore, for loyal jingdong users, Jingdou’s feedback is also attractive. The APP divides the purchase of different types of financial products into different tasks. After completing the corresponding tasks, users can get the corresponding amount of Jingdou. Not only active users, but also improve the purchase rate of financial products.
In order to meet the operation needs of financial APP, the activity box also has forms of activities such as questionnaire and check-in to activate users and improve their active participation.
The picture shows part of the template of the movable box
Benefit incentive recommended means: novice gift package, daily task points, check-in and answer awards
Honor incentive allows users to have a sense of identity and enhance activity
Honor incentive is to satisfy maslow’s highest level of needs — the need for self-realization. It is the ultimate incentive means for people’s reputation. Users pursue good honor for long-term benefits. The honor incentive connects the user’s consumption achievement with the user’s level, the user’s privilege and so on, mainly satisfies the user’s self-esteem need. Therefore, in the user’s honor incentive, the APP operator needs to publicly acknowledge the user’s contribution, give some titles and names, and increase the user level with the user’s consumption performance.
1. Honor incentive mechanism of grade, member, points and other systems
The representative of honor incentive is the credit rating system of Taobao’s transaction system. For example, users pay much attention to the credit rating of sellers when browsing the store. After a long time, users will have trust in it, which becomes the standard to measure the credit rating of the store. The honor incentive reflected in the financial APP is more about the user’s score level. For example, the sesame credit score in Alipay, users have been showing their sesame points in their life circle recently, and even users who have shown their life circle will clearly mark their credit value.
2. Recognize the contribution of users and give them honorary titles
A good example is the alipay account that flooded wechat moments recently. Alipay named users as “influential people of the Year”, which first gave users a strong sense of honor, as well as honorary marks such as influence score, smog reduction contribution value and friends’ blessing. Of course, in addition to recognizing individual users’ contributions to their annual bills, there’s also a frantic annual influencer chart that shows how users rank among their friends.
In addition to the annual bills, pay treasure to China merchants bank APP user motivation is well done “palm life” have also launched the annual bills, relative pay treasure, the more prominent the user and other users in the same dimensions on the winning rate, such as beat a few percent of the cardholder, beat with a few percent, constellation beat with areas such as a few percent, Emphasize on the user’s contribution and personal win honor, but also give star evaluation, to meet the user’s self-realization needs.
Honorary incentive recommendation means: annual bill, exposure list, exposure grade, honorary title, star rating
Emotional motivation: mobilize the user’s emotions
As for emotional motivation, I think satisfying users’ sense of achievement, eliminating users’ distrust and soothing users all belong to emotional motivation. Emotional motivation is to arouse users’ emotions and stimulate them to produce continuous behaviors. For example, customs clearance small games, for consumers to increase the interest, users emotional, caused the challenge of customs clearance psychological reaction.
1. There will be a red dot prompt for pushing new activities to improve the opening rate
The message prompt in various financial apps — the little red dot prompt always makes people feel obsessive-compulsive, and they must want to click to eliminate it. When a new welfare activity is pushed to the user, the user will see the little red dot prompt, can not help but click. This is the psychological reaction of users that needs to be taken into account when designing the product. After clicking the new message, with the disappearance of the little red dot, it plays a soothing role to the user, causing anxiety, and then soothing anxiety.
2. Finish the game and arouse users’ challenging mood
Emotional incentive in customs clearance game this way, through the difficult game threshold to mobilize the user’s challenge, to guide the user to play the deep research and discussion, such as a finance APP using integral recruit game “nine points tank battle”, each time to participate in if you need to spend nine points, each beat a tank will score 1 point, if the user integration is not enough, It also prompts the user to accumulate points. In addition, the leaderboard design of “you beat XX% of the users in the country” and the functions of grabbing red envelopes after finishing the game also have elements of challenging emotions, which indeed mobilize the enthusiasm and participation of users to some extent.
About finance APP, for example, how to motivate users what Lu Jin, jingdong financial, alipay, China merchants bank of a line of financial product such as APP users incentives, financial APP developers and operators can draw lessons from the practice of the big brands, through brand security image creation, profit-driven, honor motivation, emotional motivation and APP operation method, Users are encouraged to have a sense of identity, so as to guide users to participate in the product operation experience, and achieve a win-win situation between users and the platform.
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