How to increase website user activity by attracting new users and promoting activation

User activity is an eternal pain in the hearts of website operators. After all, the data on our website is not a linear equation that can rise perfectly in a straight line, but it rises and falls like stocks. Under the boss's expectant and stern gaze, it is simply a true electrocardiogram portrayal of the operators.

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This article discusses work experience from two aspects: how to activate and awaken inactive users. I welcome your comments and suggestions.

1. How to increase active users

Since the calculation of active users and active rates in the usual sense includes the number of logins and mobile launches of newly registered users, fundamentally speaking, the so-called activation promotion is to continuously attract new users and improve the retention rate of old users .

We will not discuss market acquisition here for the time being. In order to increase the number of active old users, we need to work in three aspects: products, content and activities.

1. Products

By increasing user stickiness to the product, the conversion rate of promotional traffic can be improved.

Products are divided into two categories. One is the company’s own products. The richness and attractiveness of the products can improve marketing conversion rates. The other is the product experience of the website. The website’s functions and page design must fully consider the user experience. At the same time, a good website must be a relatively stable product. In addition, the addition of some website functions, such as logging in to check in to earn points, medals for membership growth, and accumulated points redeemed for prizes, will increase user stickiness.

2. Content

Content is operated based on product content. For example, marketing websites will regularly recommend hot products for removal and delisting and feature special promotions. Industry vertical websites will have corresponding communities, and each issue will have corresponding content topic recommendations and guidance. As far as the website community is concerned, as an important content output platform, the relationship between users depends on the existence of the entire community. Good community content will effectively promote brand reputation and produce an incredible fan effect. The community here can be the community channel of the official website, or various display modes on the user side, such as PC, WeChat, and app points mall . One enterprise account can be used to adapt to PC and mobile phones. All tools are managed in a unified backend, reducing the development of the points mall and making operation management no longer cumbersome.

3. Activities

Although all activities have the function of promoting life, they can be divided into three categories based on their purpose. The first category is the website's new user-attracting activities, which attract traffic through brand and channel promotion cooperation to increase website visits and user volume; the second category is the website's marketing activities, which are mainly based on the company's profitable products to increase order volume and marketing conversion rate, and are manifested in the launch of new products and promotion of various products; the third category is user operation activities. Effective SNS marketing helps to leverage the word-of-mouth of old users to bring in more new users, and common activities are small activities in communities such as Weibo and WeChat.

Of course, a good campaign will combine the above three categories, effectively increase website traffic and the number of users/members, and product sales will also increase significantly accordingly, and finally the entire data will become beautiful.

The essence of improving the activity rate of old users is to increase the stickiness of old users to the website. There are two levels of relationships that affect user stickiness to a website. One layer is the relationship between users and website products, and the other layer is the relationship between users. Only when this pyramid is stable can the website remain active permanently.

Now more and more companies attach importance to the relationship between users. For example, the shopping format of the points mall website is an indispensable way for shopping websites to increase user activity at this stage. Major comprehensive online shopping websites have different forms of points redemption strategies. The purpose of establishing a points mall is to attract more users to consume and achieve the goal of profitability. Therefore, the construction plan of the points mall is very important. As a professional points mall operation service provider , Maile Points Mall can not only provide users with a good experience, but also save enterprises more worry and effort. Maximizing the value of user relationships has become an important means of website operation, and guiding users to do social promotion and increase website stickiness has become increasingly important.

Taking a certain IT vertical learning platform website, College, as an example, the website’s products are course sales, plus a corresponding question-and-answer community. In the early stages of website construction, high-quality constructive users are particularly important. In order to cultivate community Q&A activity, we recruited a Q&A helper group and asked high-quality users to leverage the value of UGC to build the community into an IT Zhihu with an answer rate of 99%. After solving the content construction problem, corresponding community relationships were established with user opinion leaders as the center. Each language, such as JAVA, has a corresponding JAVA study group. JAVA technology experts are happy to contribute content to the community. At the same time, as celebrities in the section, they also play a fan effect, driving more and more newbies to join the learning army, and the entire community has become fully active.

The lowest level of management is direct management of users by operators, and the most ingenious management is to use users to manage users. Once a community is formed, users will spontaneously share resources and create a learning atmosphere. At the same time, social satisfaction can also drive more learning enthusiasm. Out of vanity, more and more users join the UGC team, and after gaining a certain status recognition, as technical experts in the community, they begin to promote the website to their friends and bring more new users to the website.

Speaking of the relationship between users, the college's recruitment of campus ambassadors is also a commendable point. As learning users of the website, college students themselves also play the role of promoting and attracting new users. It not only increases user stickiness, but also brings new attention.

For e-commerce websites, customizing regular promotion plans is an effective way to promote them. Take the development of the points system as an example: points are currently the most widely used marketing method in offline supermarkets and online shopping malls. Offline supermarkets give customers certain feedback by accumulating points through membership cards, which can be exchanged for goods or gifts. In the development of the app points mall, points are designed to be used to deduct coupons, merchandise vouchers, and exchange for gifts. Most credit card institutions have points malls , and users can directly exchange points for gifts after making purchases. These regular activities will, over time, make users develop a habit of checking the website from time to time. In this way, user activity will be more stable and will not fluctuate with events. When there are brand activities, the website will receive high attention, but when there are no activities, the website traffic will drop significantly. Therefore, it is necessary to set up some regular fan benefits.

2. Awakening inactive users [Awakening dormant/churned users]

I have just mentioned methods of promoting activity. In fact, during the activity, it is necessary to follow up on the user retention rate in combination with the PV/UV visits to the website. If the page jump/exit rate is relatively high, it is possible that the people attracted by our activities are not the target users of the website; if the user retention rate is also relatively low, it means that our products and content themselves are not attractive, and the unstable products lead to a less than ideal user experience, thus causing user loss.

At this time, we need to use the powerful membership system to launch a user recall plan to save the website's activity rate. SMS reminders and mobile message reminders are not recommended here. Let’s talk about how to wake up sleeping users when EDM is sent.

First, we need to refine and analyze user data to determine how long the average user life cycle is. Then, users are classified according to their login habits, online time, login frequency and last login time to filter out dormant users who need to be awakened.

Since I have been working in the online education industry recently, the following table provides a category table for judging dormant users of an online education website. Those who meet the criteria will be the target users for EDM sending, for your reference.

Finally, let’s talk about what data we need to pay attention to after the email is sent?

1. Sending success rate.

What is the ratio between the number of target sending users and the number of users who have successfully completed the sending? What are the reasons for sending failures? Is it a technical reason or is the email blocked by the user? How to avoid and solve this problem.

2. Open rate analysis

What are the gross open rate and net open rate? If the data population, sending environment, and planned content are all relatively ideal , what should the opening data be? In addition to the opening lag unique to emails, what are the reasons for the low opening rate?

3. Email click-through rate

The arrangement of email content and the quality of copywriting directly affect the click rate of the email. If the email click-through rate is not satisfactory, then you should consider the user experience of the email template and how to adjust the copy?

4. Traffic conversion

In the relative period after the email is sent, the website's traffic and conversion rate, whether user logins and activity levels have increased, and the success or failure of user retention and recovery can be seen directly here. If the data does not change significantly, it means that the effect of this EDM email sending is not ideal.

This article is excerpted from Sohu

This article is contributed by the author.