User Operations | Analyzing Common Patterns of User Operations

In the Internet age, whoever wins the users wins the world.

Because users are the company's resources, foundation, reputation, and core competitiveness.

As long as a company has a large enough user base, it will have strong derivative capabilities; only by doing a good job in user operations can your product have a future. For example, Tencent's QQ, as long as it is done, even if it is not outstanding, it will still have strong revenue-generating capabilities based on its huge user base.

In the context of increasing product homogeneity, companies need to shift from product competition and price competition to user service competition, improve their own service quality, connect companies and users, and use users to drive business operations.

1

Everyone knows that Haidilao has always been famous for its excellent customer service, and many customers who have never eaten there are attracted by its "abnormal service". The average per capita consumption at Haidilao is only about 100 yuan, which is considered mass consumption, but the value-for-money service it provides is something that many high-consumption restaurants cannot do.

For example, if there are ladies with long hair, the waiter will hand them rubber bands and hairpins; if the customer brings a child, the waiter will even help feed the child and play games with the child; if the customer wants to eat something else, the waiter will immediately buy it and send it to the customer...

Obviously, the service in the case is not something that every company can provide, and this is also the embodiment of Haidilao's differentiated service. Behind these differentiated services, Haidilao’s customer philosophy is ahead of many catering companies – user satisfaction first. By improving user experience, user stickiness is generated, which in turn creates a good reputation and brings in more users. Employees feel proud when praised by users, which increases their motivation and reduces talent turnover.

2

How to set up a user service system to keep users on the platform, continue to use your products or services, and generate user stickiness is a question that every operator needs to think about.

In this issue, for friends who lack experience in user operation, we will discuss several common user operation models in the Internet industry.

1. Allowance

The importance of subsidies to user operations is self-evident, and it is also a commonly used operating model on the Internet, that is, spending money first and then making money. A large amount of cost is invested in the early stage to attract users to use the product, and the cultivation of user habits often takes a long time, not just a one-time opportunity for users to experience it.

How to distribute allowances well is a very valuable technical job, and it is not as simple as just issuing coupons.

(Example: store red envelope allowance)

Subsidies are the most common on e-commerce platforms. New users usually get a big red envelope, and the discount amount decreases each time. The purpose of multiple coupons is to attract users to use the second and third coupons after completing the first order.

What we often see is that many users only remember to use the novice red envelopes, but find it difficult to remember to use the second coupon. Those who use the second coupon are usually those who are very sensitive to discounts and have special needs, and the proportion of such users is very small.

In this process, how can we most efficiently use subsidies to induce users to use them gradually and thus form consumption habits on the platform?

For startups that have no user accumulation, the subsidy strategy is bound to be extensive. When the product has accumulated a certain number of existing users, it is necessary to start refined operations and do a good job of user stratification subsidies. That is, measure the input-output ratio based on characteristics such as the user's cumulative number of orders and the length of unpaid purchases, find the best subsidy method, and match different coupon strategies to achieve the goal of obtaining the most users and orders at the lowest cost, truly achieving high-efficiency subsidies.

For example, users with smaller order volumes can receive a discount that is second only to new users but slightly higher than that of old users, with larger coupon denominations or lower usage thresholds.

In fact, we are often led into the trap of coupons step by step. As we use the product, we develop the habit of using it. Even if there are fewer discounts later, we are unlikely to switch to alternative products.

2. Points and Membership Level

Points and membership levels can be said to be a pair of twins that motivate users, and are also tools for us to visualize user groups.

Points have been used in membership systems for a long time and are considered the earliest indicator for quantifying user value. Points can stimulate users to form fixed habits. We can learn from the idea of ​​gamification operations and stimulate users by setting tasks for users to win points.

For example, you can earn points by signing in every day, and receive generous rewards by signing in for seven consecutive days or a month. Other daily tasks include evaluation, liking, and sharing activities. Points can be used to redeem physical items, receive coupons, etc., as an incentive for users to earn points. However, if the platform's redemption rules are too difficult, it will discourage users from earning points; if users can use the points they earn immediately, this will undoubtedly stimulate users' enthusiasm.

For example, when you see a document you need, you need 5 points to read and download the full version, but you can get 20 points by registering an account on the website. This will greatly encourage users to register and then prompt users to bookmark the website because there is still a balance of 15 points, which may be useful next time. On the contrary, if it takes a long time for users to complete the points task and redeem the prizes, they will definitely give up. This is the comparison between a bad and a good points system.

Where there are points, there are members. The number of points determines the level of membership. The significance of all points and identity levels lies in the fact that such users can enjoy different membership benefits.

(Example: Different levels can enjoy different membership benefits)

Member grading allows us to better visualize user groups and achieve refined operations. Conversely, by finding the relationship between points tasks at different levels and the number of groups, we can find the conversion rate and then optimize it, which can promote the evolution between levels and guide new users to continuously upgrade to mature users.

When users can continuously gain satisfaction on your platform, loyalty will be generated.

3

To some extent, user operation can be regarded as the cost center of an enterprise. Good service is a prerequisite for user-driven business operations, and it is also a long-term process. During this period, the company needs to invest a lot of energy and financial resources, and the profit returns generated in a short period of time are low.

However, it is called "user operation" because it provides services for "users". A complete user operation system can ensure that every existing user is retained and enable them to help continuously develop potential users, bringing continuous benefits to the company. This is the charm of user operation.

When we are in an industry and make a product or a brand, the most important thing is not whether we can quickly occupy the market, but rather whether we can quickly occupy the user's position.

And this is the real brand barrier of a company.

Author: Half a point

Source: A little bit out of line