User Operation: How to build a system to recall lost users?

For many products, how to build a lost user recall system is a very important part of the work. Today I will share with you my exploration and experience in building a "lost user recall system".

The loss of 90% of users means the loss of your work results. If you are indifferent to the lost users, it will not only be a huge waste of resources, but also a form of chronic suicide. Therefore, it is very important to establish a "complete lost user recall system".

Based on my own experience in user recall, this article intends to sort out the entire chain from lost user definition, lost user warning, lost user portrait, recall path, recall method, recall effect analysis, and promotion and maintenance after user recall, to provide you with an idea for building a lost user recall system.

1. Quantify the definition of lost users

Defining churned users is the starting point for building a churned user recall system. Lost users generally refer to those users who have used a product or service but no longer use it for some reason. In actual work, the definition of lost users can be much more complicated depending on the business type of the product or service.

Before carrying out user recall work, operations need to divide the key dimensions and data indicators of different user groups according to the product's business type, and quantify key behavioral indicators to define and determine whether users are lost .

For example, for e-commerce products, based on the definition of user purchasing behavior, a user is considered lost if they do not make a purchase again for a certain period of time.

For example, for content products, based on the definition of user access behavior, a user is considered lost if they have not visited the product for a certain period of time.

For example, for video products, based on the definition of user viewing behavior, a user is considered lost if they have not watched for a certain period of time.

In short, in actual work, you need to quantify the key user behaviors based on the product business type to define lost users. The definition of lost users is not quantified and is not sufficient to guide actual work.

2. Establish a user churn warning mechanism

Regarding user loss, there is a misunderstanding that needs to be corrected: user loss should be a process rather than a node.

Usually, lost users will show some abnormal behavior characteristics before they officially stop using the APP or uninstall the APP: the previous visit frequency is greatly reduced, the online time is greatly reduced, the interaction frequency is greatly reduced or even disappears, etc.

Usually, the user operation background should be equipped with a user behavior monitoring mechanism. When the access frequency, online time, and interaction frequency of old users are lower than the previous average, the operation should sound the alarm. Note: This is a user who may be lost, so intercept him quickly!

3. Profiling lost users

Why do we need to profile lost users?

Of course, it is to understand them better. Only with sufficient understanding can we cater to their preferences and have the possibility of recalling them.

Generally speaking, the profile of lost users can be analyzed from two aspects: demographic attributes and behavioral attributes .

The first step is to outline the basic framework of the lost user portrait based on the demographic attributes of the lost users, such as gender, region, occupation, age group, etc.

The second step is to combine the user registration channel, access path, content preference, main behavior, and the user's last interaction behavior to refine the group characteristics of lost users.

Note that we should focus on the specific actions, objects, and time points of the last interactive behaviors of lost users, which is of great reference value for us to understand the preferences of this user group.

In short, the lost user portrait is the action guide in the lost user recall system. The more detailed and representative the portrait of lost users is, the higher the recall success rate will be.

4. Clarify the user recall path

There are three key links in the communication path from the release of recall messages to the return of lost users: message release, message opening, and return login.

Each link is affected by different factors and affects the user recall effect to varying degrees.

The starting point for formulating a strategy to recall lost users: From the user's perspective, give users a reason to use the product again.

It must be made clear that churned users are different from new users. They are a group of people who have used the product but later no longer use it for some reason, that is, a group of people who have a poor experience with the product or lack demand for it. They are not completely ignorant about the product and may even have experienced many of the product's drawbacks. How to make users recognize the product's value again is the focus of the recall work.

The hallmark action of a successful user recall is the long-awaited “return to login” . At this point, the maintenance work after user recall has begun. In order to give back to returning users, general products will have user return benefits to deepen the bond between the product and the user through benefits. Taking the game as an example (the picture shows Battle! Onmyoji), once you disappear from the game for a period of time, you will receive a welcome letter and exclusive gifts automatically sent by the system when you log in again.

5. Choose the primary recall method

The starting point of the user return path is the issuance of the recall message, that is, the selection of the recall method. Based on "Battle! Take "Onmyoji Arena" as an example. This is a recall text message I received during the Spring Festival. The recall copy is concise and focuses on the New Year's benefits. It hopes to awaken the feelings of old players through the benefits and return to the game. SMS recall is the most common recall method on the market today, but there are many other options.

To summarize briefly, there are currently 8 commonly used user recall methods:

①SMS. Can be distributed in batches; but can easily be regarded as spam and trigger complaints; suitable for ordinary users.

②Email. Low cost, can be sent in large quantities, but the click rate is low; suitable for ordinary users.

③push. The effect is good, but it depends on whether the user chooses to allow push during installation;

④WeChat notification. This is the user notification template for WeChat service accounts. The effect depends on whether the user follows the relevant WeChat account.

⑤Telephone follow-up. The cost is high and batch operation is not possible, so it is mainly suitable for VIP users.

⑥Gift recall. Including giving away souvenirs, peripherals, gifts, etc., suitable for seed users.

⑦ Welfare recall. Contains coupons, cash red envelopes, experience money and other benefits.

⑧Activity recall. Depends on the type of event and promotional channel.

In actual applications, these eight recall methods have their own advantages and disadvantages and applicable scenarios. Operations need to analyze factors such as product business type, existing resource conditions, and characteristics of lost users, and select the recall method that best matches user attributes.

We once adopted a combination of gift recall and telephone interviews for a group of seed users of a community project, and recalled 70% of the target users. However, this method is costly and is only suitable for a small number of seed users.

In addition, if you don’t know which recall method to choose, you can test different recall methods in a small range, quickly verify the effect and determine the best method before launching large-scale operations.

6. Analyze the recall effect

After executing the user recall action, it is time to analyze the recall effect. The final results of the previous user warning, lost user portrait, and user recall strategy have reached the verification stage.

First, the recall data needs to be statistically analyzed. It includes the number of information released through each channel, the information click-through rate, the number of user recalls, the user recall ratio, as well as the total cost and individual cost of user recall.

Secondly, compare and analyze the recall effects of various channels and methods.

Finally , based on the cost investment, determine the most suitable method for recalling lost users for the product to provide guidance for subsequent actions.

7. Maintain recalled users

The issue of maintenance after successfully recalling lost users is obviously very important but seems to be rarely mentioned. In fact, I believe that maintenance and secondary promotion after user recall can truly reflect the effectiveness of the recall work.

Regarding the maintenance work after recalling lost users, it is necessary to formulate activeness-maintaining measures based on the stage of the user in the growth cycle (new registration/old user). Adhere to the basic policy of not disturbing active users, guiding new users, and caring more for silent users.

The first step is to confirm the reasons for user churn through questionnaires/interviews, etc., to confirm whether it is due to the inability to satisfy the functional, content, emotional level or other reasons; to confirm whether these reasons can be solved, how to solve them, when to solve them, and to provide timely feedback to users.

The second step is to ensure the activity of recalled users. For users who churn as soon as they register, actively lead them to use the product through product function guidance, so that users feel cared for; for users who churn after using the product for a period of time, communicate the reasons for their churn, whether it is poor functional experience, lack of interest in the content, or other reasons. Listen carefully to opinions, which are an important reference for product iteration. For silent users, you can guide and activate them through private messages, @, and push of topics that may be of interest to them. If left alone, they will become future lost users.

Finally, let me emphasize again the starting point of user recall work: from the user's perspective, give users a reason to use the product again.

Well, I have finished talking about building a system to recall lost users. I hope it can give you more thoughts and inspiration.

Author: Ai Xiaoya

Source: Ai Xiaoya