How to improve the user retention rate? These five methods are indispensable.

Recognized criteria for retaining users in the Internet industry: No matter which channel users start to enter and use products, after a period of time, users continue to use the products, then the users are recognized as "retained users".

Nowadays, under the background of difficult and expensive traffic, our focus has shifted from spending money to acquiring users to improving user activity and retention. While improving user activity, we should also adopt operational strategies to improve user retention.

Then this paper introduces five common methods to improve user retention rate: reaching users, daily check-in, points system, membership system and optimizing products and services.

The importance of retaining users

First of all, we must understand the importance of user retention.

The concept of user retention is easy to understand and can be simply understood as users who stay. According to the retention time, it can be divided into next-day retention, weekly retention and monthly retention.

Retention can reflect the attractiveness of a product to users. Whether a product can solve users' core needs is related to whether users can rely on your product and whether users can think of you at the first time when they want to solve a problem, thus improving users' loyalty and maximizing benefits.

For a simple example, when users want to shop, they will go to Tmall JD.COM first. When users want to order takeout, they will go hungry first. When users travel, they will first think of Didi, and then consider other brands.

So how can we improve the user retention rate?

First, contact the user.

Reaching users is a very good way to improve user retention. The most common ways to reach users are push, SMS and WeChat official account.

The push-to-talk scenario is suitable for APP clients, such as news apps and e-commerce products. By using push, you can wake up users to use your product again. What needs attention here is to control the frequency and content of push, so that users will have a good impression on your product unconsciously.

The application scenarios of SMS reach include user wake-up, user memory and user care. For example, e-commerce products will inform users of price reduction information through SMS; After the user uninstalls the APP, send a short message for the user to use again; After Taobao shopping, delivery and receipt, SMS care is a good way to reach messages; 12306 SMS reminder service after each ticket purchase, as shown below.

The application scenario of the touch of WeChat official account is based on WeChat ecology. When a user has some behavior, it will be notified through the official WeChat account in time. For example, when the user pays for the goods in the applet, the WeChat service number will send a notice. For example, when the user's funds change, it can be notified through the service number. These touches can improve user retention.

There is also Zhuge io's high-order intelligent reach. Through intelligent reach, trigger conditions can be set. When users meet this trigger condition, they can contact users automatically and quickly, which improves the operational efficiency.

Second, sign in every day.

Daily check-in refers to the introduction of product check-in function. Users can get points when they sign in to a certain number. Generally, the points system is combined with membership system, and the sign-in function is also used alone.

For example, China Mobile has introduced a sign-in delivery system, where users can get traffic rewards when they sign in for a certain number of days.

Another example is Alipay's sign-in earning points function, where users can get ant points after signing in, and the points can be exchanged for prizes, as well as the dual sign-in functions of JD.COM and Jingdong Finance, all of which are the best applications of the sign-in function.

Third, the integral system

Integral system is to introduce the concept of integral for products. Through the reward of points, users are encouraged to complete a series of operations, and at the same time, their activity and retention are enhanced. The better points system in the points system, such as Ant Financial, encourages users to spend through Alipay.

Another example is Taobao's points system, which encourages users to shop on Taobao and get points, which can be exchanged for certain prizes, thus enhancing users' stickiness to Taobao and greatly improving users' retention.

Fourth, the membership system

Both traditional retail industry and new retail industry attach great importance to the construction of membership system. Various membership systems are dazzling, such as Jingdong members, Amazon members, KFC members and so on. Recently, Ali also launched 88 members. The purpose of major enterprises to introduce members is that it is the stock age, and various enterprises try their best to work hard on second-hand users and tap the stock value.

The key of membership design lies in the value point of members. Compared with ordinary users, what different services can your product improve for member users?

To put it bluntly, what users can do with your members, such as: video members can watch high-definition videos, e-commerce members can enjoy membership prices, and online education members can attend classes for free. Only when the benefits obtained by members are attractive enough, users will use your members and improve their retention.

Verb (abbreviation for verb) optimizes products and services.

So many methods mentioned above to improve user retention are all operational methodology, which improves user retention through operational strategies. At the product level, we should optimize products and services, constantly polish products, focus on customer needs, and improve product services. Otherwise, no matter how good the operation strategy and excellent membership system are, it will not help.

For example, online education introduces membership system, and as a result, users find that your product courses are not many. Will users stay? Another example is the sign-in and points of shopping websites. If the product is poor, it often flashes back, and there are many fakes, will users still buy it?

Therefore, while using operational strategies to improve retention, we need to make great efforts to continuously polish and optimize products and improve product services.

Summary:

From the perspective of products, this paper shares five common methods to improve user retention: reaching users, daily check-in, points system, membership system and optimizing products and services. In practice, you need to make the best choice according to your own product evaluation.