How to make users stay and generate value?

How to make users stay and generate value?

Through case analysis, it explains in detail how to make users stay and generate value. The full text is divided into five parts:

The essence of reservation

Strengthen the basis of reservation

Prevent the loss of users

Enhance user activity and create value.

Recall after the loss of users

The essence of reservation

The essence of retention is to extend the life cycle of users?

This sentence is correct, but it is not comprehensive, because if the user is a "subversive" user, for example, if he only comes to bad reviews every day, it is of no value to the product, and such a user is not the target user. Therefore, the essence of retention is to retain users and bring greater commercial value to products, not just to extend their life cycle.

Strengthen the basis of reservation

Taking the operation of catering industry as an example, whether it is Haidilao or other restaurants, we must first solve how to get more users to eat. The prerequisite must be good, that is, the product must meet the real needs of users. If the product itself is a false demand, then the product will not be highly retained no matter how it is operated.

Prevent the loss of users

Next, through some specific cases, talk about how to prevent the loss of users.

First of all, users can be divided into: retained users and lost users.

Secondly, each user has two dimensions of attributes:

User attributes: age, occupation, gender, etc.

User behavior: browsing, viewing, placing orders, paying, etc.

Combine user attributes and user behaviors, finely operate users, find out the behavioral differences between retained users and lost users, and find out the reasons for the loss? Is it gender? Do users use browsers? Or did the retained users trigger some functions and the lost users didn't? Through the user's portrait, find out the differences and make corresponding corrections and guidance according to the differences.

Case 1

When a start-up vertical e-commerce company just went online, after sparing no effort to promote and heavily subsidize users, it was found that the loss of users was very serious after the subsidy was cancelled. Therefore, it is necessary to find the key points to improve product retention through the analysis of user behavior data.

Classified Navigation Portal Advertising Space Activity Portal (for illustration only)

First, the purchased users are screened out through user grouping, and then these users are divided into two groups: one group is the purchased and retained users, and the other group is the purchased but lost users. Through user behavior, such as successful payment, it is further refined and divided into two groups for grouping comparison.

After separating the two groups, first look at the user's portrait and find the differences. Through observation, it is found that the number of times the two groups of users trigger classified navigation is different. At this point, we can compare two groups of users and trigger activities to classify navigation events.

During the verification process, users are also divided into two groups to see if there are differences in classified navigation events.

The first group, add users who trigger classified navigation many times in three days;

In the second group, users with lower frequency of triggering classified navigation within three days are added. Through the funnel function, it is found that the blue column is the user who triggers classified navigation more times, and the yellow column is the user who triggers less times. Obviously, the conversion rate of blue users is much higher than that of yellow users.

Looking at retention, the blue curve is the user who triggers more times, and the yellow curve is the user who triggers less times. There are nearly 20% more blue users than yellow users. This verifies the hypothesis just now: the retention rate of users who triggered classified navigation is indeed higher than that of users who did not.

From the product point of view, the function of classified navigation itself is a form of content organization, which is a way to improve the search efficiency of individual users, bring users a more comfortable experience, and let users find their favorite products faster and complete the relative transformation. Therefore, the enterprise has carried out product revision.

Enhance user activity and create value.

The high frequency function drives the low frequency function.

The core function of a product does exist, but the product itself is a low-frequency and infrequent product. For example, tourism products are low-frequency products that meet the real needs of users and are not frequent (users travel 2-3 times a year on average). At this point, you can add a high-frequency auxiliary function as the flow.

For example, adding a community to the product allows users who have no travel needs to log in to the product to view the travel guide and get points by logging in, then this community is an auxiliary function, not a core function.

Through the superposition of the two parts, a new product is obtained, which can be used by users at high frequency and meet the core needs of users.

For example:

Vanke app- live here. The original functions of this APP are only: personal butler, visitor invitation, mobile phone opening, and mail order. Although these functions are very practical, they are not necessary for users.

For example, the door opening function of mobile phones, in fact, most owners use room cards. Vanke has added community functions to guide users to vomit (complain), such as whose dog poop is not cleaned up in time; Where there are cigarette butts; Or organize owners to participate in fun activities, so that through the participation of owners, the activity will be enhanced, and finally the retention rate of this low-frequency APP will be improved.

Increase the user's departure cost

In love, the one who pays more is often unable to extricate himself. In fact, the product is the same. Letting users pay more will also make TA reluctant to leave.

ofobicycle

I joined an official WeChat group of "Little Yellow Car" before, and this group will give some guidance to win the sympathy of users. For example, the maintenance master of Xiao Huang's car is very hard. Users will make remarks like "Poor Xiao Huang, I woke up in this grass" in this group, and even some users will volunteer all night to help the operation and maintenance personnel collect the car. I believe that when these users need to use a car, they must first choose ofo, which is an example that users are not easy to leave the product after paying their feelings.

mobike

At first, mobike supported the top-up of 1 yuan, but it was later adjusted to the minimum top-up of 10 yuan (the refund process was not perfect and was criticized by many people). Bind users through pre-recharge, so that users can't live without products.

Almost know

If a user answers 149 questions, and they are all high-quality questions, if he has a new platform at this time, he is unlikely to leave Zhihu, because the cost of replacing the platform is also high.

Idle fish

If I upload a lot of products I need to sell on idle fish, but now "turn around" is coming again, if I want to change it to "turn around", I need to upload all the product information on salted fish again. This workload is very heavy, and I spend a lot of money on idle fish, so increasing the user's departure cost can promote the user's activity in the product.

Establish a user incentive system

Step 1: Define user roles. If it is a content product, there are content producers and content consumers. What is their position in the product? If it is an educational product with teachers and students, then the means and measures of motivation are different.

Step 2: What are the behaviors of motivation? Some behaviors of users in products are valuable. For example, for e-commerce platforms, buying goods is valuable; Other behaviors may be harmful, for example, posting negative comments in social products, which may lead to the product being blocked.

Step 3: How to motivate? Satisfy the weakness of human nature.

For example:

Weakness one, spiritual satisfaction, for example, the level of Taobao buyers;

Weakness 2, material satisfaction, for example, hungry integral mall;

Weaknesses 3. The functional level of the product is different from others. For example, in Baidu Post Bar, some posts only allow users above Grade 4 to speak, which will make users feel a sense of vanity and superiority.

The fourth step is to choose the right way.

First of all, make clear what users want, and at the same time, combine with what products want, that is, find the balance between product demand and user demand, and evaluate the user behavior required by products.

Secondly, using herd mentality, users feel that many people are using it to stimulate users. For example, the "success story" part of Mint APP stimulates users to join in through the story of losing weight successfully.

Increase available scenarios

The year before last, Didi taxi was renamed Didi Chuxing, and the name was not changed casually. When Didi first started, it was called Didi taxi, because this name can deepen the impression. Previously, users only thought of Didi when taking a taxi, but later Didi's popularity increased and it was renamed Didi Chuxing. At this time, users only think of Didi when they travel, which expands the user's usage scene compared with before.

Recall after the loss of users

If all the previous means have been done, but users are still lost, users will be recalled at this time, but user recall is costly, and it is impossible for all users to recall, because users with brushes and garbage should give up and give priority to recalling real users.

If the user's expectations cannot be met, the original product is likely to be lost. After the loss, we need to find a way to recall these users.

Similarly, using the user grouping function, select a filter condition: users who have not logged in in in the last 30 days are defined as lost users, while real-name users who have paid three times in the last 30 days are defined as high-quality users, and this user group is named as high-value lost users. It is necessary to recall this group of users now.

The usual recall methods are email, product category push, SMS and WeChat service number. These methods have obvious advantages and disadvantages. For example, although the arrival rate of short messages is high, the cost is also high, and the usage rate of short messages is not high now; The push arrival rate of service number is high, the opening rate is high and the cost is low. But the disadvantage is that users are disgusted and may not like it. Therefore, it is necessary to choose the recall method according to the product characteristics.