Traffic generation and promotion: How to find target users before promotion?

Finding target users and conducting targeted operations is an effective way to improve indicators, but how do I know which users to target for activation? How do I find these users?

Activating users (promoting activation) is a major task of operations staff. The core path conversion can be improved by keeping users active. The most commonly used means are coupons and red envelopes. However, no matter how much money you have flying around, I have the final say over my wallet.

Is it really true that even red envelopes can’t buy people’s hearts? No.No.No, today the editor will teach you how to understand the data. Stop doubting your life and make the red envelopes you send out and the budget you spend get more effective "echoes".

How to define activation standards

Activation promotion is defined as "taking reasonable measures to encourage retained users to establish a high-viscosity interactive relationship with the platform." Just like we may open "Pesticide" to play a round every day, but it is difficult to persist in visiting Taobao and placing an order every day. Therefore, the definition of activation standards actually varies from product to product and from business to business characteristics. Of course, it is the next level of measurement before users complete the conversion.

Note: Traffic-based products are essentially used intensively by users, such as four or five days a week, so stickiness is a good indicator;

Note: Usually, different activation strategies are adopted for different user groups. For example, for invested users, the latest financial products may be pushed to guide them to re-invest. Whether the user has viewed this product may be a criterion for evaluating the activation effect. For non-invested users, it may be guided to bind a card or authenticate. Under such a strategy, whether the user enters the corresponding page is a criterion for evaluating the activation effect.

First comes activity, then conversion, so have you customized the activity standards for your own products and the activation standards under different strategies?

How to accurately find "pending activation" users

Activation should start from the user introduction period. It is tantamount to mending the fold after the horse has bolted before remediating it when a large number of users have "cooled down/become silent" or left.

Before promoting activation, you must first understand the users. For example, if you regard the target users as patients, the task of promoting activation is to prescribe the right medicine after understanding the patient's symptoms and medical history until the patient recovers. In terms of operational work, the patient's symptoms and medical history are equivalent to user labels and user behaviors. Only after a clear understanding can you adopt targeted and reasonable activation strategies.

Therefore, before new users enter the product, we need to first do a good job of data collection, establish a basic user behavior data monitoring mechanism, label users, and do a good job of user grouping.

1. User Tags

In order to better restore user characteristics and increase the possibility of conversion, we usually label users, such as risk preference, purchasing power, consumption preference, social preference, etc. The first- and second-level labels can usually be designed to reach dozens or hundreds of types. Evaluating users from multiple dimensions and angles is also a refined thinking for operating users in multiple scenarios.

Many times these labels come from users’ own attributes, but more often they come from insights into behavioral data.

Note: Add users who have viewed the annualized rate of return of 10.02% for more than 5 times within 1 day, and users who have viewed products with a minimum investment amount of 10,000 yuan for more than 5 times in the past day.

2. User Segmentation

Each user has a label feature, and the next step is to operate the users in different groups. In order to ensure that the operation strategy is not disrupted or to avoid repeated contact with users, we usually look for a main line to design the operation strategy, such as: based on the user life cycle (to be discussed in the third part). How to promote activation based on different user life cycle users? Usually we have a graphic method:

Note: Taking e-commerce products as an example, if we find that after a user completes their first purchase on the platform, if they place an order again within 7 days, the probability that the user will become an active user of the platform in the next six months will increase significantly.

Based on this, we can launch such an activity to ensure that users become active again within 7 days: "Any order purchased again within 7 days after completing the first order payment can enjoy the "free shipping/free shipping" benefit once."

Activation strategy based on "user life cycle"

Finally, I will briefly share some activation strategies for different stages of the user life cycle.

1. For users in the potential user stage, they usually enter the product occasionally with an "exploratory mentality". At this time, it is necessary to establish a user attraction mechanism to attract these users to convert into active users .

For example: setting up gift certificates for novices (material incentives), such as giving cash red envelopes when registering for mutual finance products; setting entry thresholds (spiritual incentives), and only those who meet the conditions can obtain access qualifications; establishing an invitation mechanism (functional incentives), such as the invitation incentive mechanism adopted by social products when acquiring target users. You can get points as rewards for each friend you invite, and the number of points is related to the individual's operational permissions.

2. For users in the mature user stage , they already have some understanding of the product content and functions, and have relatively stable user relationships and usage paths in the product. From a certain perspective, they are also high-quality users.

At this time, it is necessary to design and improve the incentive system from the user's perspective to extend the user's active cycle . Material incentives are no longer what they value. They value more the spiritual rewards from the product. Therefore, the user level/points privilege can be bound to the "user stay time" and "number of opens". Users with high points can redeem certain privileges and can view high-quality content/enjoy unique identity identification;

In addition, based on user behavior data, we can provide "intimate care" to the target user group, or even "one-to-one" precise operations, so that users can feel valued, but we must ensure that the information reached between groups is differentiated, which can further motivate users to share.

3. For users in the silent user period , these users are in the process of understanding some or all of the product functions but do not use the product frequently. They need greater efforts to awaken and care for them in order to delay their silent period .

For example: conduct a needs survey for this group of users, develop new functions as soon as possible to meet the needs of this group of users, and then activate them through marketing means.

Source: Zhuge io Data Coach