How to improve user activity of products?

Based on the recent in-depth understanding of user activity, we have done some comprehensive sorting of user activity. In this sorting process, the author divided it into three parts. The first part is the product dimension, the second part is the operation dimension, and the third part is the large company operation and business logic dimension. The sorting out of these three dimensions will help in user activity and satisfying user needs, and will sort out the ways and methods to improve low-frequency needs. It is also a process of re-learning and further output for the author himself.

Part 1 Product User Activity Plan

1. User value dimension

Product demand is the process of translating user needs. There is also a translation process for operational requirements. This process is when the product manager's ability is reflected. The user value dimension is the most important dimension. This applies even to user-oriented products such as tools and social products.

①、User coupon system

Coupons are a unique means for e-commerce products and O2O products. Especially after the initial product launch, simple coupon stimulation can boost user purchases and activity in the short term. In particular, combined with the restrictions on usage time, the demand and user greed within a period of time can be amplified without limit. The coupon system is particularly suitable for traffic-based goods and services. As a further stimulus for entry-level products.

② User evaluation system

User reviews of core product usage in major products. Reviews are also divided into e-commerce product reviews and product ratings in the appstore. There are also email feedback issues from mainstream users in the app. Here we need to create our own set of evaluation and scoring coefficients for data analysis. There is also a process for handling problem feedback, and each evaluation is classified. In the end, it is a problem of product quality, product satisfaction in more dimensions, product bugs, buttons that the product wants to add, etc. Categorize and sort out these problems, and finally find a reasonable way to motivate them.

③. User Points Mall System

The purpose of building a points mall is to motivate users to be deeply active. In order to exchange points for some cheap things, some users will often try every possible way to collect points. The construction of a mall is also an in-depth use of external cooperation and resources. Users’ reliance on the points mall is no less than their browsing of other products. Users can realize another aspect of their own value and satisfy their needs through the points mall. There are many free points malls on the market now. You can use them as long as you connect the points mall API to the points system. For example, you can contact us for cooperation with Maile Points Mall .

④. User points system

User points are a perfect reflection of the user growth system. A membership system can be integrated into it to further explore user value. It also lays the foundation for users to firmly use the product. Once the purchasing behavior is formed, it becomes a reason to firmly bind user activity . Users can also continuously improve their points level to satisfy their own values. For products, it means the sublimation of user value. Users may be able to make further purchases by continuously logging into the product.

⑤. User login system

User login is also a good guarantee for product activity. The act of logging in is a trust in a product. So we can keep users active by logging in. As long as the user has the opportunity to open the product, he will have the opportunity to proceed to the next browsing behavior. In this way, the cost of awakening an old user is much lower than the cost of attracting a new user. It can also make the next-day retention active, forming a good closed loop.

⑥. User invitation system

Users like the product themselves and then spread it to other users. In this process, in addition to attracting new users, this user will also be active to a certain extent. Because after completing certain rewards through incentives, you can get some discounts or prizes. It's a bit similar to a pyramid scheme, but not entirely. Because in the process, the user himself did not gain much monetary benefit.

2. Product value dimension

Opposite the human dimension is the dimension of purchased goods. Only e-commerce and O2O are applicable to this dimension. This dimension can also further enhance our product experience and improve activity.

①. Price comparison

The simplest way to compare prices is to look at the market price and see how much lower our price is than the market price. This price comparison is actually a price comparison with competitors. Another way is to look at how much cheaper our products or services are at this level. This is a price comparison between users and themselves, which promotes the possibility of further consumption by users.

②、Deduction discount

A discount is the act of offering a discount on a single item or a large category of goods. It is mainly used to boost the purchase volume of traffic-generating commodities. A discount is a percentage deduction for a certain product, and the price is not uniquely determined. It is mainly used to sell high-value items and increase the average order value. The full-reduction strategy is a package sales strategy for many products. Major users increase their average order value and purchase volume. These are all very helpful in promoting user activity.

③. Set meal

Package is the process of packaging goods reasonably. In this process, a large number of preferential policies have been implemented on prices. And the package is also suitable for creating traffic products. This package will further stimulate users' desire to buy, thereby achieving the goal of user conversion and purchase and activeness.

Part 2 Operation User Active Plan

1. Data analysis dimensions

Data analysis is the most important part of operations. This is an example of a favorable operating result. Data analysis also helps us provide guiding suggestions and references on how to improve user activity. The importance of data analysis cannot be overstated.

①. The value of next-day retention

For many products, good operational results are not determined by how many new users they attract on the first day. Rather, for users, it is a process in which they remember the product after entering it and come back to use it the next day. The next-day retention rate of around 40% to 50% proves that this product has great prospects and user pain points exist. Because product retention on the next day is a matter of user demand, if they need you, they will come to you again. If not, then there is a chance that he will never use you again. Next-day retention is the best way to observe the quality of a product and user activity.

②The value of comments

Reviews are very important to operations. Because only a small number of users will comment on your product. Among these few users, only those who have a passion for your product will submit their opinions. When we operate, we must pay attention to the logic behind every answer. Analyze whether there is reasonable value in this evaluation for us. Reviews are very helpful for user activity analysis.

③. PV/UV, DAU/MAU

These additional data are important reference data for an operation's user activity index. With this data, we can better analyze the behavior trajectories of active users. Then summarize a set of reasonable user behavior trajectories for systematic circulation. Help operations to plan properly.

2. Operational role dimension

For each operational role responsibility, there will be a process to improve user activity indicators. And each function helps user activity to varying degrees.

①. User Operation

User operations are the closest to the user group. They have many ways to keep users active. In addition to the stimulation within the site, there is also stimulation outside the site. Build bridges with users through various WeChat groups and QQ groups. Then these bridges are converted into activity within the station. Every time a user logs in to convert, he or she is establishing a trust relationship with the product. User operations mainly solve the previous processes of recognition and understanding.

②. Content Operation

In terms of content stimulation, there are various ways of interaction with users, including in-depth text communication, picture communication, and video communication. The key to creating content is to first arouse users’ interests and pain points, and then tell users good solutions to these problems. Then users will think your product is great and will further engage with the product and become active. The misunderstanding here is that the final product core coefficient must be used as the KPI assessment standard, rather than simple reading volume, forwarding volume and other difficult-to-measure data as the standard.

③. Event Operation

Activity operations mainly stimulate user activity within a certain period of time. The purpose of an activity is not how much revenue the activity itself can bring, but whether user activity leads to further data conversion. Event operation is not about obtaining more, but about absorbing. Absorb various useful resources from major customers, media, etc. This will further optimize the activities and bring in more profits. You can also use a lot of activity tools to attract user participation. Now many points malls have open platforms with more activity tools to choose from to support various activities.

④. Channel Operation

Various search engines, vertical news, media, vertical forum channels, etc. These are all user source channels. After we optimize operations, we can increase user activity. After users come to the product, they mainly browse and other activities. We classify users who enter through various channels, and then manage and stimulate user activity in different levels for user groups that enter through different channels.

Part 3 Overall User Activity Planning

1. Think from the user’s perspective (give pain points)

The premise of user activity requires us to give users a reason to browse our products. The reason is to think from the user's perspective. For example, the user happens to be missing something at the moment, and you tell the user that you have this thing and it is very cost-effective. Then the user will browse the product and make a purchase without thinking.

2. Why should we be active?

Why do we need active users? Because the cost of maintaining an old user is lower than attracting a new user, and in principle, active users are more valuable. Our commercial value lies in conducting layered operations and exploration on different users. And those heavy and important user groups are the ones we focus on maintaining.

3. How to be active

There are many ways to be active, both free and paid. The most important thing is that we directly understand the user's psychology and achieve the goal of commercial conversion. Create a certain amount of user activity. Commercially speaking, user activity is often of high value. This is a constant and foreseeable future benefit conversion for VC and PE to your business plan. If users don't stay and use the product, then the product is meaningless.

4. Conventional and unconventional methods

The conventional approach is to learn from other people's successful methods. But sometimes it may not be applicable. Then summarize those methods and come up with the most reasonable method to deal with them. The unconventional approach is to break through these traditional practices and do something that may not be reflected in the data or that you think can be broken through in your thinking. Then try unconventional methods. Among these executions, active user solutions can be found.

5. Input and Output

Input is to import users to your own PC website or mobile products. The difficulty lies in the fact that it costs more money and manpower to attract users. Another way is to cooperate with the outside world, open the entrance, and let users be directed to our own products through other means. This forms an output process. Another type of input is to bring in users and then quickly output them. This is about process, ensuring that users use your product and then leave. The idea is to help your product enable users to meet their needs in core scenarios.

6. Combine excitement points to be active

All activity is based on user excitement. What excites our users? We need to list the dimensions of our product excitement points, whether in terms of product, operation, or user psychology. These are our breakthroughs. By focusing on the exciting points that users care about and conducting in-depth operations in combination with products, users will naturally stay with our products. In addition to in-depth product operations, the operations of the points mall are also synchronized, just like the mobile points mall , giving users the feeling that in addition to good products, there is also a better value-added experience.

7. Promote and operate investment products (example)

Here is a small example. Suppose our user base is B-side, and our products are mostly for entrepreneurs. In fact, these entrepreneurs are also users who like to invest very much. Then we can increase the user purchase rate by selling our own products in combination with investment products. For example, users can invest in another company, and then we can offer our own products for sale. The same is true for C-end users.

I have written so much, but the main purpose is to explain how to increase user activity. This user activity plan is suitable for product managers, operations personnel, CEOs, etc. The author also hopes to learn from everyone through this article.

Related reading:

1. How to improve user activity?

2.How to analyze user activity data?

Author: Mai Le Points

Source: McLean Points