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小程序开发丨小程序对企业而言,更多的是考虑运营的价值
时间:2019-01-08 10:18:00
文章发布:李阳
原创作者:未知
来源:互联网

小程序对企业而言,更多的是考虑运营的价值、成本以及竞争。


在12.28的公开课上,张小龙分享了很多条小程序的关键形态和规则,其中的几点诸如入口支持、场景举例、功能案例的说明,让小程序有了更具象的描述,也是对小程序的规范做了指引。


在关于为何诞生小程序时,张小龙对需求的空白区做了非常多的阐述。众观所提出的各项规则,小程序的立场是微信生态和用户需求,微信不希望这样、用户需求是这样、这不是微信期望的用户关系等等。


而那个没有被重点提及的角色,开发者和企业,也许立场并不太一致。诚然,这个称为空白的需求和场景是前提,但更现实的情况是,小程序对企业而言,更多的是考虑运营的价值、成本以及竞争。


小程序开发丨小程序对企业而言,更多的是考虑运营的价值-艺源科技


为什么要做小程序开发

就目前而言,没有人敢说将产品全部押宝在小程序上,其他什么产品形态都不考虑,或者是不做规划,小程序就代表了未来。


那么无非有两类开发需求:


在已有产品的基础上,通过小程序拓展新的运营阵地;

将小程序作为产品尝试,相对来说开发和试错成本低。

具体说说第一种情形。譬如我们做了iOS客户端,为什么要做Android客户端?因为很多用户用的是安卓机,需要开发Android客户端才能覆盖这类用户,而同时,对于使用iOS客户端的用户并不会产生影响。


同理,考虑做小程序,首先必须是你的产品存在适合小程序的未覆盖推广场景,不与现有的渠道产生直接冲突,而非将现有用户分流,这是本末倒置的问题。除非某一天,小程序的变现价值超过客户端。


那么对于未覆盖推广场景的分析,就是决策的关键因素之一,在下一部分的推广价值中再重点分析。


显然,并非所有的产品都可以分离出新的推广场景,或者即使存在推广场景,小程序也并非一定是优的表达形式。譬如在候机室的橱窗广告卖年货,也许二维码放一个微店,也同样便捷。


如何评估用户价值

这是一个直接的问题。我们现在都知道,PC有注册用户成本、APP有下载用户成本、APP注册用户成本、公众号有粉丝成本,在行业早期,这些成本都相当的低,也称红利,当行业发展一定时间,这个成本都有公允的合理区间。


那么在据称(兴许会出现脑洞大开的方式)无红利的情况下,新形态的小程序的用户如何定义,用户价值如何界定合理性?


张小龙称小程序类似于PC的网站,我们按这个类比分析下。网站的第一层价值在于稳定且增长的访问量,访问量的构成是持续的新用户+留存。


这时候我们必须明白两点:


(1)一次性的访问量是没有价值的


如同说网站的流量峰值是一个亿,但日均是10万,有很多简单的方式可以促成,譬如通过地推形成的高访问量。只有稳定的留存,形成持续的访问才有价值。这意味着你的小程序必须具有足够使用频次的特性,形成自发的回访,才能有效的提升用户的价值。


公众号的形态是一致的,所以有公允的5-10%的打开率,而不同小程序之间,回访率也许千差万别。而你的小程序用户,会通过列表产生稳定回访,还是会通过现场实景所设置的二维码,就很值得快速验证了。


(2)用户关系


小程序不开放直接的用户关联,而是提供消息订阅模板。 这推翻了我们通常定义的注册用户的价值(当然你也可以尝试做个注册页面)。


所有小程序共用一套微信的账号体系(类似于接入快捷登录),随着数据分析权限的开发,也可以追踪用户的行为。消息订阅,除了服务通知之外,设置得巧妙,也同样可以用于用户的唤醒。


更深度的运营需求,譬如常用的会员、奖励等手段,则需要更多的权限,小程序也未必会开放,这与轻量应用的目标相悖。因此在运营的操作空间上,也许很有限。


归纳一下,在以访问为基调的小程序中,如何让访问变得可持续,以及巧妙利用基础权限建立用户关系,也许是重新定义用户价值的关键。


新视角看旧场景

曾经在讲推广的时候,很注重说推广与场景的结合,而小程序所推崇的正是在使用场景下去布点,所需即用。


新场景并非一定是新渠道,也可以是新形式新转化,上面所提到的未覆盖推广场景亦是这个意思。譬如往常做地推或线下橱窗广告时,APP的下载成本极高,而H5的交互形式弱难产生用户绑定,公众号的转化链条厂,而小程序的形态介于其中,有可能带来新的转化效果。


如果到具体的产品,还需要考虑自身的产品方向,小程序扫码只是一次访问,如果你的产品功能不能让用户快速产生交互,体验出产品价值,即使扫码容易,产生的留存会非常低。


这是在推广上要考虑的第一个问题:“新场景”与产品形态的综合考虑。


第二个是推广竞争性问题。当初“车来了”做推广就是在公交站发传单,关注公众号使用公交查询功能。而张小龙演讲中提到的扫码查公交场景,实际上场景是大体相同的,只是载体不同,小程序的体验也许更优一些。


如果稍微深究下案例里的场景,会发现小程序与开发者的不同立场。当存在竞品时,对于小程序而言,都是扫码使用,皆繁荣。对于用户而言,有码就扫即可,无需关注是谁家的小程序。但对于产品而言,意味着用户归属无掌控。


换句话说,小程序本身无留存门槛,能否建立竞争门槛是个问题。如果极端的情况,今天全国的公交站二维码都是你贴的,明天竞品只需全部覆盖替换,用户就会全部交替,之前的推广成本可能全部沉没。


这是推广角度第考虑的第二个问题:使用或推广场景的竞争性。


所以其实发现,小程序并非带来了场景蓝海,其中不少场景都是原先经历过的。所以,区别在于:如何来分离出更适合你的小程序的推广场景,并对可能的用户路径、流程和竞争有理性的预期?

小程序开发
标签: 小程序
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