How to increase traffic?

Nowadays, after several years of fighting, the mobile Internet has changed from the original blue ocean to the Red Sea. The earlier traffic dividend has long since disappeared, and the cost of acquiring users is getting higher and higher. Faced with such a situation, what should enterprises do to reduce costs and acquire customers? This has also spawned new terms and positions, such as Chief Growth Officer (CGO:) and Growth Hacker.

First, the growth of past lives

When I first entered the Internet, everyone's slogan was "Traffic is king". With traffic * conversion rate, whoever can get large traffic will reap profits. With the development of the Internet, the traffic dividend is no longer there, and the cost of acquiring customers by talking about the Internet is also high. At this time, it has entered the growth era of 2.0, and the traffic is low and expensive. The piracy mode, namely user acquisition, user activation, user retention, revenue and user recommendation, has also become the focus of attention.

Second, the trilogy of growth

1. Familiar with product life cycle.

Any product has a life cycle, and growth has boundaries, not with the whole life cycle of the product. The product life cycle can be roughly divided into four stages: from 0- 1, from 1- 10, from1kloc-0/00, from10000. In these four stages, the last 2. From 0- 1, from 1- 10, it is more necessary to do a good job of matching products with the market (PMF) to verify the matching of products with the market.

2. Aha moment of products

The aha moment of a product refers to the moment when the user surprises her when using the product. For example, if a facebook user follows more than seven friends in 10 days, he can feel the surprise brought by social interaction. Twitter users can experience the surprise of Twitter when there are more than 30 people. With the development of products, the aha moment of products is not constant. For example, when WeChat first came out, people could experience its aha by using its voice. With the development of WeChat, the WeChat red envelope has become a new aha moment.

Growth is actually around the aha moment of products, so it is very important to find the aha moment of suitable products.

3.AARRR pirate model

In the actual operation process, the gossip analysis model expounds in detail how to increase users around the product aha moment based on the piracy model.

Third, the practical process of growth.

1. Establish brand and enhance user awareness.

Users' cognition of products is accomplished through brands.

Methodology: brand = (content+channel) positioning

Note: Positioning is as a cube. It can be seen that the influence of positioning on the brand is very important.

Positioning: Brand is to let users remember you, and positioning is what users associate you with. Either the category is banned, and the first thing users think of when they mention a category is you (for example, when they mention herbal tea, they think of Wang Laoji). This category has not been created before and can be created by itself. For example, Apple created a smart phone. Either block the scene, and users will think of you when you mention a scene. Tired or sleepy, you will think of drinking red bull. Either the occlusion function. When it comes to a function, you will think of this product. For example, when it comes to dandruff removal, users first think of Head & Shoulders, and when it comes to car safety, they first think of Volvo.

Content: The content includes: brand vision, brand logo, brand story, article and advertisement.

Channels: According to the purpose of promotion, it can be divided into four categories.

1. Channels to establish authority and gain users' trust: CCTV, national newspapers and media, Xinhua News Agency and People's Daily Online.

2, in order to fission, get more users' attention channels: two micro-shakes.

3. In terms of financing, let investors know about your channels: 36kr, Tiger Sniff, Titanium Media, I Dark Horse, and Entrepreneurship.

4. In order to realize cash, channels for obtaining accurate users: DSP, Today's Headline, Baidu, WeChat official account.

2. Contact users and win channel traffic.

This part is mainly about how to get more traffic.

Methodology: Traffic = own traffic+earned traffic+purchased traffic.

Self-owned traffic: the product can directly reach the user group, and users can perceive it.

Earned flow: refers to the flow obtained at no or little cost through fission methods such as operating activities. There are two points to pay attention to in the free strategy. The first is that it is valuable to users, and the second is that the marginal cost of charging tends to zero.

Procurement process: the procurement process should find the best between cost and efficiency, summarize the core channels and form a closed loop of scale, cost, efficiency, accuracy and traceability.

3. Reduce the use threshold and trigger users to use it.

In the process of user's use, the most important step is to define the user's use (key behavior), that is, what the user does before using the product. Has the user registered, or has the user consulted about the product? This varies according to different products, and its principle is that the user's behavior can clearly reflect his perception of product value. For example, a mutual gold app says that the user's purpose is defined as that the user has a message to ask about investment. The key behavior of today's headlines is to read more articles.

Methodology: users use the golden triangle: motivation, ability and trigger

Motivation: The most important thing in motivation is to clarify key behaviors and prevent motivation deviation. For example, an app attracts many users by answering questions, but users only participate in answering questions. There is no key action and there will be no transformation.

Ability: ability is to lower the user's threshold, and users can use the product conveniently and quickly. For example, Didi solves the taxi problem for the elderly.

Trigger: users can be triggered to use the product. On the one hand, brands let users wake up products in specific scenarios. On the other hand, it is traffic, which makes products appear in front of the right people at the right time.

4. Eliminate concerns and generate the first order.

For some products, using is buying, but using too much does not mean buying. We certainly hope that users can generate the first order after using the product. Users are willing to use the product and have completed key behaviors, which shows that users have certain recognition of the product. How to make users willing to pay for the first order? At this time, it is necessary to eliminate the concerns of users.

Methodology: eliminate concerns 1. Trust: brand promise, user experience management system and third-party endorsement.

? 2. Price: Make users feel cheap (comparison, hunger marketing, creating panic).

5. Approved products form a complex enough.

Users will buy the product again, which must be enough recognition for the product.

Method:

Repurchase Triangle: Satisfaction, Satisfaction and Replacement Cost

Satisfaction refers to the user's satisfaction with the product. It is often measured by satisfaction rate. Satisfaction refers to the number of user groups that a product can satisfy, which is usually measured by satisfaction rate. You can meet the needs of users by increasing the sku of products. The replacement cost is the price that users have to pay to give up using our products and use competing products instead. The more users invest, the greater the cost of giving up using it.

6. Depend on products and get into the habit.

If users can rely on products, frequent use of products will definitely greatly improve user retention. How can we make users addicted to products? Here is an addiction model to cultivate users' habits.

Methodology: addiction model: 1. Triggering (by branding and blocking the use of scenarios)

2. Action (define key behaviors and lower the use threshold)

3. Variable rewards (let users taste the sweetness and feel surprised)

7. Guide sharing and bring referrals.

There are potential customers behind every user. If users are willing to bring new users to our publicity, it will greatly reduce the cost of pulling new ones.

Methodology: 1. Long-term sharing (useful, beneficial and attractive)

Step 2 share (feelings, desires)

User sharing is mainly an analysis of human nature. If you share it for a long time, users will share things that are helpful to others and beneficial to themselves, and will not look low. For explosive point sharing, some things will arouse the user's * * * voice, so that users can share with a high degree of emotional identity.

8. How to recall lost users?

Why do users lose? First, the user feels useless, and second, the user forgets.

Methodology: 1. Users feel useless-activate aha.

2. The user forgot-loss aversion

When users feel that the product is useless, they must feel that the aha moment of the product can't surprise themselves. At this time, we can think in the right direction, communicate with those users who use the product in depth, and see why they are still willing to use the product, and whether we have discovered some functions of the product that we don't know. So as to adjust the aha time of the product, bring more surprises to users and let them use it again. If the user forgets, we can remind the user by email, SMS, push in the station, WeChat service number, etc.