Use these 5 points to increase product user growth!

As the Internet's traffic dividend fades, growth becomes increasingly important in operations. WeChat's viral fission propagation has been frequently blocked, and users have basically become desensitized to the various tricks that have been used too much. In order to achieve growth in the current harsh environment, we need to integrate marketing into operations.

In the Internet industry, the term growth hacker has gradually become known to everyone. In plain words, growth hackers are a group of professional managers who are proficient in data analysis, product design, technology and marketing. In China, growth work is generally divided into product growth and marketing growth. Today I will focus on marketing growth, which I think is easier to learn. This is also what all operations students can use in their daily work.

Marketing & Operations Family

Everyone should know that my girlfriend "Mama" is A Kang who works in the advertising industry, and I am an operator in the Internet industry. When I first started pursuing Mom, I was actually a little worried that we would have few common topics since we were in different industries. It turned out that I was worrying too much. We can often provide each other with the support we need in our work and learn from each other's strengths and weaknesses.

There are four common points in our work: event creativity, data analysis, conversion logic, and efficient communication. These four points are what we discuss the most (I have thought of slogans a lot in the middle of the night, and I cried). They call it "volume to sales" and we call it "fission to conversion". The essence is the same.

Therefore, in our operational work, we often need marketing-related capabilities to spread our activities more widely, make the brand more popular, and make the brand image more focused, so that the conversion rate can continue to rise.

The Failed AARRR Model

There is an AARRR model for growth in operations, which includes the five steps of "acquiring users - active users - retaining users - converting to payment - old users bringing in new users". This can be regarded as a standard growth model that operations are familiar with. However, such a magical device often fails at work and fails to exert the magic power described in the book.

This is because you have not completed its awakening ritual. After completing the following 5 rituals, the real growth magic will be unlocked.

Ceremony 1: Brand Positioning

Nowadays, the various products in the market are complex and complicated, resulting in an overabundance of brand information and extremely serious homogeneity of brands and products. It is becoming increasingly difficult for users to perceive brand information, and they have gradually established an information reception barrier for various brands.

Therefore, under this market condition, more and more emphasis is placed on refined operations. Refinement means accurate brand positioning and targeting pain points. This is also why the popular concepts in recent years are: personal IP, niche brands, and private domain traffic, always emphasizing precision.

In the past, categories, brands and products were single, so we only needed to focus on the breadth of the range and the speed of capture, not the depth.

Just like in the past, people only needed to know that Coca-Cola was a “sweet carbonated drink”. Nowadays, there are so many types of sweet carbonated drinks, and consumers often don’t know how to choose, such as orange flavor, apple flavor, healthy sugar-free, etc.

In such a market, your brand positioning cannot just let people know that it is a "sweet carbonated drink", but it must become something like "a healthy drink for people aged 20-35 with carbonated taste, light peach-flavored pink color, and vitamin C, best taste at 8-10℃". From the fine-grained taste, appearance, health and precise target positioning, you can do in-depth positioning from multiple dimensions.

Therefore, brand positioning must:

1. Know your target audience
2. Have depth and be precise
3. Understand your competitive environment
4. Be differentiated.

Ceremony 2: Brand Communication

I don’t know if you have often found in the past two years that the advertising of many Internet products is simply crazy, following you around the world like a shadow. Repeated brainwashing makes us involuntarily familiar with the product information, but it still follows us like a shadow, and it seems to be with us for life.

Ogilvy, the founder of Ogilvy, once asked Wrigley, chairman of Wrigley's chewing gum, a question during a train trip: "Why do you continue to advertise your chewing gum when you already have such a large market share?"

"Do you know how fast this train is going?" Rigley asked Ogilvy.

"About 140 to 150 kilometers per hour," Ogilvy replied.

"What if we let go of the engine?"

Brand communication is the "growth engine" that we cannot let go of. Once the communication stops, the complex waves of information will quickly cover up your voice.

Many operations students will set themselves a goal of attracting 10 million new customers at zero cost when they first start working. When asked how to achieve this, they will without exception talk about "word-of-mouth communication" and then "finding the explosive point" and finally achieving "viral fission." There is nothing wrong with the theoretical model of growth, but it ignores the fact that the poor are getting poorer and the rich are getting richer. Just imagine: between a person with 100 yuan and a person with 1 million yuan, who can make 10 million yuan faster?

Therefore, when growing, you must be willing to spend money and know how to spend money. There are two key points to grasp:

1. Be seen

Being seen is a process of constantly seizing exposure resources. In this process, we must appear in all places where target users may see us.

Imagine that a user has been wanting to buy a car recently, but it is inconvenient for him to go to a 4S store to look at cars during his daily commute. He happens to see "Autohome" and is told that this APP can help him choose a car online. Will he download it?

meeting! Maybe not! It doesn’t matter if you don’t know, the next step is point 2.

2. Be seen repeatedly

Yes, if it happens once, then the second, third, and fourth time...

Under the repeated attacks of brand promotion, we are all "Pavlov's dogs" (the famous psychologist Pavlov conducted an experiment with dogs: a bell rang before each food was given to the dog. After a period of time, the dog began to salivate as soon as the bell rang. Later it was used to describe a person's reaction without thinking, such as preconceived ideology and resistance to logical thinking).

Similarly, if you tell someone every day that "Autohome" can help him choose a car, over time, when he wants to buy a car one day, he will definitely think of "Autohome" first, and then he will consciously download the APP and use it.

Such a growth engine will provide your products with a steady stream of accurate users. Then, what you need to do next is to retain users and create greater value.

Ritual 3: Increase revenue and reduce expenditure

Increasing revenue and reducing expenditure is not a method or a routine, but a consciousness. The most direct way to get more water in the pool is to open up more sources of water flowing into the pool and reduce the gap in water outflow. After obtaining traffic, you must also have this awareness. The rich are getting richer and they understand the principle of increasing revenue and reducing expenditure.

We need to constantly open up new traffic entrances and new communication resources, but at the same time we must also ensure that the products can handle the traffic. If traffic flows in and out at the same time, all the money spent on brand communication would be wasted. Therefore, we must establish a good conversion and retention mechanism to save precious traffic.

Ritual 4: Increase conversion rate

Students who work in operations must understand that every click, every pause, and every unclear visual guidance during conversion will result in mass user loss.

When promoting and disseminating Internet products, you must put a lot of effort into the "return page". Every detail must be optimized, the download process should be as simple as possible, and the guiding copy should be concise and clear so that it can be understood at a glance. Minimize the cost to users.

Ritual 5: Ensure retention rate

Even after successfully downloading and registering, the user will still be wary. He will try to use it, and if it is not what he wants, he will uninstall it immediately.

Therefore, you must also leave a very good "first impression" on users and present what users want to see or need most to them. If this meets their psychological expectations, they will naturally become loyal users.

After doing these five points, your AARRR model will be able to work its magic, retain users, and guide them to experience your core services. If this is a product that he is truly satisfied with, then the subsequent fission will take effect and bring you accurate users continuously. Congratulations, your growth engine has been successfully built!

Related reading:

1. User operation: new funnel model for conversion analysis!

2. User operation: How to use B-side operation thinking to increase user growth?

3. Product operation: How to use data analysis to drive product user growth?

4. APP user growth: One model solves 90% of growth problems!

5.How to increase users? Take Pinduoduo and Xiaohongshu as examples

6. Triggering user growth: Is user operation just about attracting new users?

7. User operation: What else can you do to attract new users without fission users?

8. User operation: how can financial products awaken dormant users?

9. User operation: How to make use of private domain traffic?

Author: Wu Jiahao

Source: Wu Jiahao