User operation: How to build a user system that conforms to product strategy?

The construction of a user system plays a huge role in improving product user stickiness and realizing the transformation of users from general users to core users. So, how do we build a user growth system that is efficient and effective? The author of this article will explain in detail from 5 steps and four principles.

How to build a user system that conforms to product strategy?

Looking at the complex world of the Internet, there is a sea of ​​apps catering to various needs. In order to increase user retention and activity, the operators behind the scenes are doing everything they can. From the crazy subsidies that cost lavishly to the membership system with generous benefits, every step is aimed at retaining as many users as possible.

So, regarding the construction of a user growth system within the product, how can we better link users and products and increase user stickiness and dependence on the product?

How should we educate users and cultivate user habits through step-by-step growth, and ultimately achieve the leap from general users of the product to core users?

These issues involve many aspects, requiring familiarity with the product's core positioning and service types, as well as a deep insight into the target users' psychological activities and inner demands. Only then will it be possible to build a user system that is suitable for your own products and users.

The five steps of the user growth system:

1. Set the level

The establishment of a user system is closely related to the type of product. First of all, we need to distinguish whether the user system is auxiliary or product-based in the product ecosystem.

Auxiliary user systems are often seen in e-commerce products, such as Taobao and JD.com.

The characteristic of this type of product is that the user system continues to grow with the completion of the core functions of the product, and it does not determine the success or failure of the product.

Let’s take a simple example: when you complete a purchase on Taobao, this purchase will generate corresponding points which will be fed back into your membership system. However, if there is no membership system, you will still buy things on Taobao. Therefore, this type of growth system is an auxiliary form of the product. It can help users better experience core functions and help the product retain users better, but it is not the core positioning of the product.

Product-based user systems mostly exist in community and game products, such as Zhihu, Xiaohongshu, and Baidu Tieba.

In this type of product, the lively atmosphere of the community and the quality of its content determine the direction and future of the product. The user growth system it builds is directly connected to the core functions of the product, and the functions of the product are also built around the user system. By continuously guiding user growth, promoting user activity within the community, and through the staged setting of product functions, stimulating users to actively grow, they can obtain more permissions and resources.

The growth scale and status of users are directly linked to the product ecology. For example, in Tieba, in order to obtain higher posting levels and functions, you will actively post and comment on posts. Drive the continuous circulation of community products through user growth.

After clarifying the two major categories of user growth systems, it is also important to note that many products now adopt a model that combines the two forms. For example, in the user system of some video and music products, users can directly watch free content. But if you want some specific resources, or higher quality, you need to earn points to achieve it, so that both product and auxiliary characteristics are possessed.

2. Set key indicators

The setting of key indicators should be linked to the core functions and positioning of the product, to see which user behaviors the product focuses on and what operations the product hopes users will complete in order to achieve the ultimate goal of the product.

For example: a community APP may pay more attention to user retention rate, activity and content contribution. Then, in the corresponding indicator settings, you can set the user's login behavior, comment, like, and forwarding behavior, as well as content publishing behavior.

Generally speaking, what products want to seize is nothing more than users' "time, money, knowledge and resources". Which of these are important to the product are the key indicators, but key indicators are not unique. As long as it is related to the product value and can play a key role in user behavior, it can be used as a key indicator. "How to reasonably allocate the weights of these indicators?" is the key point that needs attention. This will be mentioned in the subsequent behavior quantification section.

3. Plan user behavior

Planning user behavior means: focusing on the key indicators set in the previous step, finding actions associated with the key indicators in the user's complete operation path.

For example: if the number of users is a key indicator, then actions related to user registration behavior must be included in the growth system - including: completing basic information, binding social accounts/mobile phone numbers/email addresses, adding payment information, setting independent login passwords, etc.

For example, if user activity is set as the key indicator, then behaviors related to user interaction such as likes, comments, reposts, favorites, number of followers, and friend interactions can all be used as reference behaviors.

The friend intimacy system launched by QQ before and the user influence system currently used by Weibo for active users are both built based on key indicators.

4. Quantification of user behavior

The user behaviors included in the growth system are broken down and quantified, and the quantified values ​​are matched with the user upgrade values ​​in the system. First, the user behaviors need to be quantified into a unified value, such as experience points, points, and growth values.

Then, the numerical value of each behavior is allocated according to the weight of each user behavior, such as: 1 point for signing in, 2 points for commenting.

After setting up, simulate the entire process of user behavior and calculate the maximum and minimum points a user can obtain by completing the operation in one go. Therefore, based on the product cycle and operation strategy, the amount of experience points and the reasonable number of days required for users to upgrade can be determined, and an upper limit can be set.

5. Induce users to complete these actions

Products must purposefully guide users to complete these behaviors. It should be noted that the operational threshold for these behaviors cannot be too high and must be feasible. The user cost must be lower than user acquisition in order to generate motivation. Especially the first steps, they must be simple and easy to use.

When guiding users to complete these operations, in addition to the guide page when they first enter the APP, users should also be reminded of these behaviors in a targeted manner, such as daily sign-in reminders and achievement rewards. Another common activity operation is to open up some advanced user experience qualifications to ordinary users to attract them to take actions. After users complete a specified amount of actions, they can obtain certain limited-time experience qualifications, such as a seven-day advanced membership experience.

At the same time, more publicity should be given to users on some value-added functions, for example: the function of commenting with pictures. After a new user clicks it for the first time, a prompt should pop up to guide the user to complete the required operations. Users should not be left to figure it out on their own.

In general, it is necessary to guide users to complete certain operations purposefully in a timely manner during the user behavior process, pay attention to the principle of "starting from the shallow and exiting from the deep", and stimulate users' interest in exploration.

Several principles of user growth system

After studying how to build a feasible user growth system step by step, we need to briefly understand a few principles about user system design:

1. Uniqueness of the system

The user growth system of a product should be able to highlight the product's features and core functions. The elements and mechanisms therein should try to highlight the uniqueness of the product. For example, Xiaohongshu's growth system is full of product features from its name to its icon.

For example, the settings of various medals of Zhihu are also built around its core functions. You must be able to perceive the product positioning and service type from the growth system.

2. The principle of starting from the shallow end and exiting from the deep end

Simply put: the entry threshold cannot be too high or too difficult, which will dampen user enthusiasm; at the same time, the exit cannot be too shallow, as this will not be in line with long-term operating strategies, and on the other hand, if the challenge is too low, it will also reduce user participation. This also means that the established system should be as expandable and extensible as possible.

3. Balance of payments

The quantitative indicators of the system must be maintained at a basic level. In addition to the points issuance rules, points recovery (consumption) rules must also be set to maintain the normal operation of the system and products. Especially for high-frequency and high-demand products, attention should be paid to the issue of point recovery.

4. User Classification

Users at different growth stages should be classified and operated, and different incentive strategies should be used for users at this level.

For example: users can be divided into “new users, ordinary users, active users, and core users”.

Incentive policies for new users can mainly revolve around some rapid upgrades, functional experience, appropriate subsidies, etc. The incentive policies for active users can focus on increasing exposure, IP creation, emotional care, irregular benefits, etc.

Finally, let’s summarize:

The establishment of a user growth system must run through the product cycle, so it is necessary to comprehensively consider the user side and the product side. By analyzing user behavior, refining the core positioning of the product, and finding the entry point between the two, we can gradually build and improve a unique and sustainable user growth system for our own products according to the above steps and principles.

If I were to talk about the role of the user growth system, I think it is probably like a signpost that appears at the right time on a winding mountain road, guiding users to move forward and ultimately achieve the goals set by the product. At the same time, users can also enjoy the beautiful scenery at the top of the mountain (product value).

Source: Xie Muxing