How to operate new products for users? ?

Judging from the experience of several products I have experienced myself, the sooner I get involved in the operation, the better. Make a good operation plan in advance, so that user growth can embark on a healthy and sustainable road. So how should we build an operating system from scratch? First of all, mine the core functions, check the user retention, and find the magic number that drives the user growth. The biggest taboo of making products is to do a bunch of functions as soon as you start, and then let the operation promote it. Poor user growth means poor promotion. This situation is not uncommon. How to find the product function that can really stimulate users' self-growth in the early stage of the product is a very important topic. In the early days of Facebook's development, through data analysis, it is found that the trick for a user to stay and continue to use Facebook is to let the user complete the action of adding seven friends within 10 days; In the early development of LinkedIn, I didn't know how to improve the retention rate, so I analyzed 200 to 300 different indicators. Finally, I found that the retention rate/usage frequency/stay time of users who add five contacts in a week is 3-5 times that of users who don't add five contacts. This is the magic number they found to promote growth. After discovering such digital magic, LinkedIn began to increase social relationships at various entrances of the product to strengthen the function of this product, allowing more users to add five contacts in the first week, and then the growth rate entered the fast lane; Similarly, in 2009, the loss rate of Twitter users reached 75%. JoshElman, then the product leader of the growth team, did an interesting reverse thinking thing. He did not study why these 75% users left, but studied in depth why the remaining 25% users stayed. As a result, he found that 25% of users paid attention to more than 30 users, so he redesigned the product and recommended attention after registration to increase the number of new users' attention and ultimately improve the retention rate. In domestic social products such as Sina Weibo and Renren, you will see that when you use it for the first time, you will be recommended to pay attention to Big V by default, and the principle behind it is like this. Another example: I need to set up a data system for stock products recently. Faced with such a new product, how should I discover the core functions of this product? The stock trading software I use is snowball. In order to avoid data loss after reinstallation, I also voluntarily completed the registration. Why have I been using this product? Because I added several stocks at the beginning of using this product, I will pay attention to the ups and downs of several stocks from time to time after adding it, so I am a retained user of this product. This is only an empirical judgment, and we can verify whether it is true through the data of user behavior retention rate. Then when I build this product data index, the first thing I want to analyze is whether the retention rate of users who add more self-selected stocks will be higher. If the data verification is true, it is necessary to strengthen such product functions in operation and products, such as directly recommending a few stocks to users as soon as they come up, or quickly guiding users to complete their attention to the stocks they want, and then guiding users to save data before registering and logging in; The same principle can also be copied to other functions, such as paying attention to cattle data and participating in simulated stock trading competitions; The above cases can be summarized as the following elements: network effect density-how many connections users reach in a few days; Content increase-how much content the user has added to the product; Frequency of visits-a single user visits the product at least once every few days; If it is a transactional product, please refer to how to redefine new users and solve the problem of new user growth I wrote before, and how to guide users to complete the first transaction quickly; Second, the user growth strategy is laid for the product, and the user growth channel is established. 1) Novices guide new users to have a cognitive process on the platform, so that users can quickly understand who we are and what products and services we provide. What kind of protection is there? Or take financial management as an example. Many users don't know how to invest, and don't know the difference between current account, fixed account and transfer account. How does the platform ensure the safety of users' funds? How new users should invest, how to make profits and where the funds go are all issues that users care about. If the doubts of these users cannot be eliminated, it will be difficult for users to complete the first transaction. In addition, we should continue to get information from users' feedback. Users still have questions about which product functions or services of the platform, get the most frequently asked questions from the customer service team on a regular basis, and design novice guidance in a targeted manner. For example, customer service feedback that many users don't know how to use experience money, then our novice guide should strengthen what experience money is and how to use it. 2) Novice Privilege When I was in charge of Baidu glutinous rice operation, we analyzed a set of figures. Our analysis shows that DAU has hundreds of thousands of users who are active on the mobile side every day. They didn't download it that day, but they never placed an order. What does this data show? It shows that the user is interested in you, but lacks the motivation to place an order, and the order of this user is not a small number. Then there is an urgent need to do novice guidance and novice privileges on the APP homepage to stimulate users to complete the first order. So I went to promote the launch of the novice area and strengthen it on the homepage of the APP. After the launch, the number of new customers and the conversion rate of new customers have been greatly improved. Case 1: group buying novice privilege, new users eat a big meal for a dime, and there is a small detail, which is the logic of the novice area in product display. Many people will wonder whether the novice area will be displayed to users after they complete their first transaction. We have also discussed it many times. Some people think that as long as users have transactions, they should not be displayed to users; But in fact, the novice area carries not only the user himself, but also a function that the user wants to spread. If the user can't see the novice area after the transaction, then the user can't find the entrance when he wants to recommend it to people around him, which will also be a loss in the early stage of the product. So my suggestion is to give a fixed position in the initial stage of product development, and then decide whether to show it to users according to whether they are new users or not after maturity; Case 2: Financial experience, novice privilege 3) Establishing an efficient user link channel The Internet is an eyeball economy. The total time of each user on the mobile phone is limited, and the time that can be allocated to each APP is even less. In order to improve the transaction transformation in the process of users accessing APP, we need to find ways to improve the channels and methods of contact with users, increase the chances of users accessing APP as much as possible, and pull users back from offline state to online state. It's just that the more times you go online and the longer it takes, the more likely you are to change to the trading direction. Take the recruitment behavior as an example: If you use the bank card of China Merchants Bank, you will receive SMS reminders and push notifications from China Merchants Bank every time you shop. If you bind the official WeChat account, you will also receive a WeChat notification. This not only makes users feel that funds are safe, but also increases the chances of multiple contacts with users. Every notification message will be followed by an activity link, which can be a loan or a lottery. The short message that was originally a notification type has developed into an advertising space to reach users efficiently, increasing the chances of multiple contacts with users. Referring to the case of China Merchants Bank, I added a similar strategy to our platform notification SMS to guide users to download APP, and the effect was surprisingly good. This is a typical case of increasing user contact and promoting user transformation. The principle of WeChat is similar to SMS, but WeChat and push have almost no cost. There is a charge for sending every short message. So now many companies are importing users into WeChat, establishing more user link scenarios and saving users' access costs. (Don't ask me why I want users to return to WeChat. All users are a subset of WeChat users. Does WeChat still lack you? In terms of push, more than 90% of the companies in the market are all push, the arrival rate is very low, and the content cannot be personalized, and the opening rate is also very low, which may even be blocked by many users, and even lead to uninstallation. Even so, what should be pushed still has to be sent. During the period when I was in charge of Baidu's glutinous rice operation, our push insisted on sending it all every day. One day, a big boss said it was too disturbing to users, and he was only allowed to send tweets twice a week. As a result, DAU is reduced by hundreds of thousands of people every day. It is conceivable that push plays an important role in stimulating daily life. So how can we not only exert the push effect, but also reduce the disturbance to users and improve the opening rate of users? The answer is only one "personalization". The following is the push of a stock APP. Users can subscribe and close by themselves, so as to ensure that the received push is the content they need. Moreover, users may receive more than one push a day, and they can interact with the APP many times a day, which improves the user's activity and increases the chances of user transaction conversion. 4) Design an incentive mechanism for user growth, guide users to define new users before growth by task, and how to formulate corresponding operation strategies according to user nodes. There are two kinds of users' growth: one is pushing and the other is pulling. Pull is to drive users to grow naturally through core supply, belonging to the best quality users; In addition, most users need to rely on operational means and incentive mechanisms to promote. For example, what to give the user after registration, what to invest for the first time, and what to invest for the second time. Expand the user base at each stage through these means, and then select truly high-quality users from these user groups; Here are two examples to illustrate. Figure 1 encourages users to complete their first investment and invest more money for the first time. Activity plan: the first time you invest in giving away experience money, the more you invest, the more you give away. The starting point of this scheme is twofold. One is to tell users that I can give you experience money after you complete the first investment (experience money can be converted into cash); The other is to tell users that the more you invest, the more I send, because I also said in redefining new users that the higher the initial investment of users, the higher the retention rate of users. Figure 2. Encourage registration, initial investment and reinvestment. Activity plan: Send the experience value after registration, the experience value after the first investment, and the experience value after reinvestment. In an activity, all three critical paths of users are taken into account. The importance of reinvestment was mentioned in redefining new users, so this activity plan is to guide users to complete three key growth paths in succession. Third, establish core data indicators, establish a funnel transformation model, tap effective channels, and effectively support user growth. In the early stage of the product, we must find a healthy user growth channel, get through all aspects of product conversion rate, establish data-driven operation, and support the product iterative operation mode. Make full preparations before scale promotion. You don't need many data indicators in the early stage of starting a business, just pay attention to the final target data. Take finance as an example: there is only one core indicator, which is the amount of investment. Around this index, we will disassemble it as follows: investment amount =UV* registered conversion rate * investment conversion rate * customer unit price, and then decompose how many registered users need to be added, how many investment users need, how much traffic is needed, and what kind of channel users have high quality. Especially when there is no promotion budget in the initial stage of the venture, we must analyze where the high-quality users come from, how much conversion rate they can achieve, and how much each new customer spends, so as to prepare for the subsequent large-scale marketing promotion and spend the limited budget on the most valuable channels. Internet business is a long funnel, but when we do data analysis in our early business, we should simplify the funnel as much as possible, see where the core problems are, and then do in-depth analysis on a single indicator. Taking finance as an example, from traffic acquisition to final investment, there will be several links such as registration, real name, card binding and investment. At first, you can directly ignore the registration link, directly from the flow to the investment users, and even directly to the investment amount. Need to deeply analyze the process indicators of a single channel. Don't be fooled by vanity index at the beginning (vanity index refers to the relationship with the final target value, but it is not direct enough. For example, the number of registered users seems to be related to the transaction amount, but it is meaningless to convert the number of registered users into investment users. We can directly analyze the conversion from UV to investment users); Let's take an actual case to illustrate it, as shown below: We can see that the traffic and registered users of the first channel are very large, but the final investment is very small, indicating that the quality of users brought by this channel is not high, which brings the growth of vanity index. We can see that the second channel belongs to the normal range, and there is no particularly large fluctuation in each funnel link, but there is still attenuation in the investment link, probably because the customer unit price is relatively low, so the operation focus of this channel is to increase the customer unit price; The bottom two channels are quality channels. Although the traffic is not large, it has brought a lot of investment users and investments. The unit price of customers is relatively high, and the loss of users in all links is also small. In the case of limited budget, all the expenses should be spent on these two channels. In the actual budget allocation, you can also refer to the following four-quadrant division model. Fourth, establish a mechanism to drive users to grow and create high-quality supply. All Internet products are based on supply and demand, but the forms of supply are different. E-commerce is a physical commodity, O2O is a service, finance is a quality asset, and the community is a quality content. User growth must first focus on the core needs of users, constantly polish the core supply capacity, extend the needs beyond the core needs of users, and increase the frequency and stickiness of users. Or take finance as an example. The core of Internet finance is still high-quality assets that drive users' growth, followed by points, user grades, lottery and e-commerce around users' growth. The purpose is to increase user investment scenarios and investment frequency as much as possible. I will describe this topic in another article later. I also talked about it in the previous article "Internet financial operation mode and customer acquisition strategy". 5. Explore the operation mode: mainly user operation, or content operation and offline conference marketing? The financial industry is an industry driven by powerful user operations. At present, the supply type of online financial management is relatively single. The user's 28 law is also obvious. A high net worth user can reach tens of thousands of ordinary users. How to screen and tap these high-net-worth users for differentiated operations is an important goal of the Internet finance industry. That overall operation mode is a very important operation mode in this industry. Give another example to illustrate. A friend of mine is in the business of women's accessories and needs a strong content operation. By setting the scene through the content, users have a strong sense of substitution. Another example is a data analysis company like growingIO. Their business model may be more about doing some conference marketing and participating in many industry forums, because they are ToB enterprises, and they have gathered their precise target customers in these places. Therefore, it is a very important topic how to explore an operation mode that is in line with its own business growth according to its own business attributes. It is suggested to refer to the operation mode of related industries. For example, the operating modes of the financial industry are: game industry, telecommunications industry, traditional banking industry and so on. And draw inspiration from the operating models of these industries. Sixth, product functions are gradually superimposed and operations are constantly polished. The new features push users to continue to grow and use these products. With the continuous introduction of new functions, the operation needs to quickly follow up the introduction of new products to users, strengthen users' awareness of new products, improve the conversion rate of new products, find out the problems encountered by users in product use, and promote the reverse improvement of products. Deeply involved in the product in the early stage of operation, and continued to operate iteratively. Operation needs to polish a closed loop from product release, importing users, collecting problem feedback, viewing data, analyzing data such as conversion rate and retention, proposing product iteration requirements, completing product iteration. To sum up, user growth is centered on supply, demand and platform. How to build a perfect operation system, efficiently support the growth of users, improve the operation efficiency as much as possible and save the operation cost is an eternal proposition of enterprise development. We need to establish a multi-module operation mode in the process of business development to support the rapid development of the whole business. It mainly includes establishing operation system from several lines: 1, establishing user funnel model with user life cycle as the clue, and establishing operation model with user life cycle value as the main line; 2. Take the supply side as a clue, establish an efficient order mode, and establish an operation mode with categories and profit margins as the main line; 3. Establish an efficient traffic distribution and transaction transformation model with the platform conversion rate as the clue, and establish an operation model with the product conversion rate as the main line. As shown in the following figure: Several core business logics of an O2O business More articles about user operation and growth are recommended: "Redefining new users 2. How to solve the problem of new user growth" Redefining new users, a method that 90% people don't know! "How to Drive the Growth of New Users through Vouchers", "Vouchers in the pits I stepped on in those years (lessons of blood and tears)", "Do you really know how to increase users with vouchers? (2)? ""Do you really understand the user logic behind vouchers (1)? How to find the prime time of operation, on the ability of operation to simplify demand, how to build an efficient Internet operation team, how to plan an official WeChat account from scratch, how to build an official WeChat account from scratch step by step, and what basic skills does an operating dog need? " Required reading recommended by operators, Internet financial operation mode and customer acquisition strategy, Internet operation mode and customer acquisition strategy, and what about traffic? About Blade: Flower Blade, whose real name is Huang Tianwen. Engaged in: where to go, Qihoo 360, Baidu. I used to be responsible for the operation of Baidu glutinous rice, but now I am responsible for the operation of a financial company. Reprint/Cooperation: Please contact Huadachong's personal WeChat: 349 1 17498.