User operation: How to improve user growth of tool-type product content modules?

Recent questions received:

Editor, I am recently responsible for the user growth of a certain tool-type product novel module. The goal is to double the number of people who read novels every day. Currently, there are 3 fixed novel entrances in the product, which can bring 10 times the traffic exposure that currently triggers the number of novel readers.

Q: From an operational perspective, what measures can be taken to increase the number of novel readers?

Let me explain. In order to avoid exposing the product itself, I made some modifications to this question.

In fact, the essence of this problem is the issue of user activity .

Well, let's first take a look at what the structure of user activity is. First, let's start with the user structure:

This structure must be natural and there should be no problem with it, right? So, how do we count active users? For this example:

At this point, if you have good mathematical thinking, you will find that if you want to double the indicator of "active users in novel reading", you can either get more old users to read novels or get more new users to read novels. Therefore, three branches are extended:

1. Grab the old users who use other modules in this product

2. Let old users who have already read novels continue to read novels

3. Let all new users who enter the product read the novel first

We all know that users have habits and preferences. For example, some people like to read novels, some like to play games, and some like to watch videos.

We all know that to go fishing, you need the right bait and the right pond, and try to choose hungry fish, which makes it easier to catch fish. So, by the same logic, when increasing the number of users for the novel module, you also need to consider how to find the right group and use the right bait to cater to their needs. So, I opened the Baidu Index.

For convenience, I entered "novel", "e-book", and "reading" at the same time to see what would happen, so I first looked at the user portraits that used these search terms:

Yoyo~~ You see, men born in the 80s and 70s have very strong demands, while women prefer the word "reading". Why? I guess mothers are searching more for information on reading products related to children.

Well, you can basically assume that it will not be wrong to promote online novels to male users aged 30-50. You should also be able to see from the city positioning which users prefer these keywords.

The question is, what to push? I checked the demand map again:

Keywords: novel

Keywords: e-book

Keywords: reading

Wow, even a popular work is out, "Douluo Dalu"! Moreover, because many people may not know what they want to read, and there is a need to use "rankings", of course, more people should still look for "fantasy novels", after all, it's cool to overcome tribulations.

Are you surprised? Are you surprised?

You will also find that "pictures", "comics" and "novels" are highly correlated, so you may want to consider whether the current entrance can be moved towards these aspects , or perhaps a new entrance can be opened - this is to ensure the efficiency of channel reach, otherwise, users with needs will not be able to find you, and users without needs will ignore you.

Of course, if you take a closer look at the search index, you will find that the changes in interest in "novels" are still very different in different places. What does this mean? ——Help you understand which pond to fish from.

So, what can the operations side do?

At this point, we need to consider in what ways the operations side can influence and reach users.

First, it is the reach channel.

When pushing down and users enter, you should consider letting users know "Brother, I have the novel you want to read". How to do strong guidance?

Should we allow users to subscribe to novels so that updates can be pushed directly to the download page? Would this give users new opportunities to open the App beyond using the tool?

Then, it’s time to present the content.

If a user is interested in "rankings", "Asia", "Douluo Continent", etc., should content related to these be presented first? In this way, users can enter the novel module through a few clicks and start reading directly.

In modules with higher traffic, can we do some tricks to target users who fit the profile? For example, current information flow ads can determine, based on your location information, that the title should be changed to text related to your location, thereby arousing your curiosity and contributing 1 click.

Finally, there is the retention and activation mechanism.

For example, some platforms, such as the subtitle group's app, will require users to contribute more diverse and longer-term activities through experience systems, level systems, and task systems. Otherwise, they will not be able to watch certain videos or download and cache certain dramas.

Well, if this is a high-frequency tool, you can definitely learn this retention and activity mechanism; but if it is a low-frequency one, I’m sorry, I think it’s better not to spend so much money to do this.

OK, if this is a high-frequency tool, how does this mechanism work?

Let me show you a way to play:

So how do you get experience points?

It also has the following rules and restrictions:

1. Experience points are gained in minutes, starting from 1 minute. Any time over 30 seconds is considered 1 minute, and any time under 30 seconds is not counted.
2. The upper limit of experience points that can be obtained in a single day is 180. Using screen projection to watch will not be counted towards the experience points. Medals purchased by users will provide bonuses.

Therefore, you can probably see that if users want to watch "privileged videos", they can only obtain it after accumulating 180 experience points in 2 days at the earliest. At the same time, according to the experience point acquisition rules, users may need to spend a lot of time watching videos before they can obtain the corresponding level.

The reason for this design is actually the use of "price discrimination". If you are eager to watch "privileged videos", you can directly spend money to buy medals. Medals can directly unlock this permission. However, if you don’t want to spend money, sorry, you will need to spend time to gain experience.

There are many subtitle group film and television apps that adopt this method. The two that I often use have similar designs.

Well, if this logic is applied to tool apps, as long as the requirements of the app itself are rigid enough, it will be a very effective task system to guide users to perform actions.

I'm not responsible for saying anything, for example, a certain camera app provides advanced beauty functions and even more advanced functions for making emoticons.

Now you have 2 options:

1. Pay for these advanced features and more

2. After clicking on 1 ad and watching it, you will get one chance to use the beauty function. After clicking on 3 ads and watching them, you will get one chance to use the more advanced function of making emoticons.

Guess how many people will pay directly and how many people will watch the ads?

Next, in the evolution version, you still have 2 choices:

1. Pay for premium features and more advanced features

2. You can get 10 points for every ad you click on and finish watching, 5 points for every news article you read, 20 points for every public account you follow, 50 points for unlocking advanced features, and 100 points for unlocking even more advanced features.

At this time, how many people are paying and how many people are doing the tasks?

Suppose, the price paid is very high, what will happen?

The so-called "operation" does not mean constantly innovating, organizing activities, setting thresholds, making users unhappy, and then converting them, but establishing a set of rules, making users recognize and accept these rules, and then willingly playing with you.

This set is actually aimed at existing users, so what about users who have not yet been acquired? We didn't discuss it. But I personally think that when it comes to customer acquisition, all kinds of self-media or growth hackers have talked a lot and it’s too much. I just want to say one thing:

Study the scenarios in which your users use your product, and let them get it when it is most convenient for them and when they need it most.

I hope this article helps you.

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?

Author: Zhang Liangleo

Source: Zhang Liangleo