User growth: How to establish a user perspective?

What is the user perspective?

This is actually a common problem. Until a few days ago, I attended several operations salon activities and found that everyone was still talking about the topic of "user perspective".

So what exactly is the “user perspective”?

For example, if your girlfriend asks you, "Is it cold outside today?" how should you answer?

The straight man's answer is: "The weather forecast says today's temperature will be 3-17 degrees Celsius, with a little wind. I think it's OK, not too cold."

Is this answer useful to your girlfriend? Couldn't she just check the weather forecast herself? We need to think about under what circumstances she would ask you, "Is it cold outside today?"

First of all, she needs to go out. If she doesn't go out, she won't have to care whether it's cold outside. Going out involves questions like what clothes to wear, what shoes to wear, what hat to wear, and what lipstick to put on, so you can answer like this: "It's not too cold, you can wear the windbreaker you wore last time to Disneyland, wear the gray shirt inside, and pair it with jeans. It won't be cold and you'll look good."

So, when she asked if it was cold today, she actually wanted to know what clothes would look better on a date with you.

Growth hacking theory is becoming more and more popular. If you want to achieve good growth, you need to establish a user relationship foundation so that existing users can help you achieve a series of growth methods such as verifying products, participating in fission activities, and establishing a library of idea experiments.

If you want to establish good user relationships and cultivate highly sticky fans, you cannot do without the "user perspective".

1. How to establish user perspective?

The so-called user perspective is to discover needs, establish scenarios, and provide solutions from the user's standpoint. From a product revision to a banner, all are effective factors in building user relationships.

How can we have a user perspective?

We used to rely on guesswork, but now we rely on data .

The 5W2H analysis method is used in everything from article writing to marketing planning. A few days ago, when I was preparing a sharing content on the digital marketing industry, I modified the 5W2H analysis method. Through 7 steps, I analyzed user behavior , gained insight into user demand characteristics, found creativity from the "user perspective", and guided the "marketing perspective" to make plans.

Establishing a 5W2H analysis strategy from a user perspective includes seven steps: establishing user profiles (who), analyzing user purposes (what), analyzing the causes of results (why), timing of demand generation (when), finding relevant scenarios (where), solutions to demand (how), and value generated by users (how mach).

The seven analysis steps from the user perspective are used to guide the creative planning content from the marketing perspective, and establishing a user perspective through data analysis realizes the true value of data analysis: gaining insight into the people behind the behavioral data.

1. Build user profiles (who) through behavioral data

The first step in establishing a user perspective is to create a user information profile, which is what we often call a user portrait .

The information contained in the user portrait is not only the user's nickname, city, occupation, and interests, but also more detailed user behavior characteristics.

The picture below is the user profile information of a product in the e-commerce industry. In addition to user attribute information such as city and ID, it also includes user stickiness information: registration time, last visit time, 30-day visit duration data, and user value information: number of times the product details are viewed, number of times the product is added to the shopping cart, number of times payment is started, and other related information.

User stickiness information represents the relationship between users and products, while user value information represents the value that users may bring to products.

By building user portraits based on three dimensions: attribute information, stickiness information, and value information, we can understand a user's basic situation, their friendliness toward you, and the value they can bring to you.

If the user portrait is compared to the first impression during a blind date, then the corresponding evaluations of the blind date partner can be "Is he good-looking?", "What's your impression of me?" and "Does he have a house? Can my name be written on the house title?"

The purpose of establishing user profiles is to find user characteristics, and from a "marketing perspective" you can design activity strategies based on user characteristics.

2. Discover user purpose (what) through user behavior

The first step is for us to have an overall understanding of the users, and blind dates must go through the process of "dating" or even "trial marriage" to determine whether they are suitable for marriage.

The second step of analysis is to find out user preferences by interacting with users.

For example, in this picture, an e-commerce user browsed a camera worth 4,699 yuan, and recorded the specific model of the browsed product, as well as the visit duration and visit time in the recent period. Through this information, I can know that this user has recently made high-frequency visits.

In addition to cameras, the user may have also browsed products such as suitcases, sun hats, and red skirts. It can be basically inferred that the user wants to travel.

Infer user intentions through specific user behaviors, conduct attribution analysis on users with the same characteristics, establish relevant user groups, and use the "marketing perspective" to design marketing ideas to guide users' next behavior.

3. Analyze the reasons for the results (why)

It is inevitable to quarrel and get angry during a relationship. So do you know why your girlfriend is angry? In fact, as boys, we often don’t know.

In the process of user management, we need to find the reasons behind the results of user behavior, such as how many product detail pages the user browsed before placing an order, whether the order was placed because of a coupon, or whether the order was placed because of good reviews.

For example, if a user forwards an article, why is the article that the user previously browsed not forwarded? What are the characteristics of articles forwarded by users?

These are the reasons for the results.

The above picture is a common funnel analysis chart in data analysis, which represents the three steps of starting registration, sending verification code, and completing registration. The funnel shows that 21.6% of users are lost from sending verification code to completing registration, but why do they lose?

It's like you bought roses, had a candlelight dinner, and were about to take the next key action when your girlfriend suddenly got angry. Why? Now that the atmosphere has reached this point, isn't it only natural to move on to the next step?

We conducted a detailed analysis of the behavior of lost users and found that the reason why users did not complete the registration was that the mobile phone verification code was incorrect or was not completed.

When conducting a scene restoration experiment, it was found that when a user opened H5 in the WeChat environment and filled in relevant information, when he jumped out to open the text message and then returned to WeChat, the registration page jumped out, and he had to submit the verification code again when he started registering again.

Based on this insight, we changed the way the verification content is presented and put the verification code number at the front, so that users can see the content of the SMS verification code without leaving WeChat.

This is an example of user churn. We can also find out the factors that influence successful user conversion , such as the access path before the user places an order. For users who have successfully converted, we can understand the common factors behind the success and use this as a goal to improve user-related behaviors.

4. Seize the best time to drive users (when)

If your girlfriend sends you a WeChat message saying, "I think I have a fever," what you should do is not to tell her to drink more hot water, but to buy some Isatis root and knock on her door. This is the best time to promote relationship transformation.

In terms of user management, we must also seize the best opportunity to drive users. So what is the best time?

When a user adds an item to the shopping cart, it means that the user has the intention to buy, but he or she would like to see other items. At this time, you can push product coupons to guide the order, or you can recommend similar items to increase the selection.

When a user adds a post to favorites in the community, it means that the user acknowledges the content, but has not replied or forwarded it. So when the user is inactive, this post can be used as the title to inform the user that "the post you favorited has been updated."

Taking the above picture as an example, a payment failure reminder will be sent to users who enter the payment page but have not completed the payment after 30 minutes. If the payment is still not made, a 20 yuan coupon will be sent 2 hours after the message is sent. This strategy is based on the user's key opportunity to guide the user's next behavior.

5. Help users find relevant scenarios (where)

If you want to go out with your girlfriend and you ask, "Let's go out and play on the weekend," then your girlfriend will ask you, "Where to?" After discussing for a long time, forget it, there is no fun place, and the date is ruined.

If you say, "Let's go to a certain shopping mall. There's a theme exhibition there and it's great for taking photos," this will capture the girls' love of taking photos. Or you can say, "Let's go to ** restaurant for dinner. They have your favorite stir-fried cabbage."

Therefore, it is not important where you go; what is important is how the scene you go connects with the user.

In terms of arousing user interest, you can also create scenarios related to users. Users don’t care about how many years your store is celebrating, but how much cheaper the product they want to buy is. They don’t really care whether a pair of shoes with over 100,000 positive reviews looks good, but care about what kind of clothes the shoes can be matched with and what occasion they can be worn with.

Establish scenario-based thinking based on the content that users have browsed, and awaken users' interests through scenarios in marketing planning. For example, if users browse a lot of articles about nearby tours, then the recommended clothing combinations and photo poses for travel will meet the scenarios required by users.

6. Propose solutions to user needs (how)

The above five steps analyze user preference characteristics through user behavior insights, and the sixth step is to provide solutions based on user characteristics, that is, to establish a complete user operation strategy.

After analyzing what your girlfriend likes and needs in the previous steps, you can design a proposal method.

The above figure is a planning process for solving user needs based on the entire user life cycle, with the entire user life cycle of exposure, interest, landing, activation, monetization, recommendation and loss as the main line, corresponding to the overall activity process of impressing users, arousing interest, designing conversion paths, seizing conversion opportunities, guiding users to pay, increasing user activity and user remarketing.

7. Evaluate the effective value generated by users (how mu h)

The significance of this step is to analyze the subsequent behavior of users after adding new users or participating in activities, observe their performance in improving activity, retention and payment, and use it to evaluate the effectiveness of the activity.

When evaluating the effectiveness of channel promotion , growth hackers not only focus on the channel 's exposure , downloads, and conversion costs, but also on key indicators such as subsequent registration, activity, retention, and payment of converted users . This is used to evaluate whether the users converted by channels, activity ideas, etc. are accurate users, and to optimize channel promotion plans.

In user relationship management, by evaluating the behavioral changes of users after participating in an activity, we can determine the relevant impact of the activity on users. For example, whether users use coupons after receiving them can determine whether sales conversion performance has been improved .

Summarize

If operations practitioners want to achieve effective user growth , establishing a "user perspective" is an indispensable condition. Only operators with a user perspective can think about problems from the user's perspective, understand the causes and driving forces of conversion.

Source: Zhang Xiaohuai