Operation and Promotion: How to increase the operation from 20,000 to 100,000+ in 3 months?

This article will talk to you about what you should do after completing the cold start?

After attracting the first batch of seed users, the OKR of the entire project team entered the second stage. The technical team is responsible for improving product stability, with user satisfaction as a monthly indicator. The product and operation departments set the improvement of new conversion rate and retention rate as monthly indicators, and began to deploy the second phase of growth plan.

Before I officially start introducing the second stage of growth, I will first review the product data of the first stage and the situation of the entire team, so that readers can think more easily from the perspective of the site product.

Team Background:

• The technical team consists of 5 people: 2 in product development and 1 in backend development;
• UI1 name;
• In addition to development, I am responsible for and formulate all matters, big and small, such as product operations, new media, and customer service;
• The front end is mainly borrowed from other sister departments, and demands need to be scheduled.

Product Phase I Data Display

1. Product experience level

Interpretation: User satisfaction with product experience: 13% of users are very satisfied, 47% are satisfied; 32% are average; see the essence through the phenomenon: more than 80% of the positive feedback shows that the direction of product positioning and functional satisfaction in the first phase is correct; the team only needs to polish the product, reduce the bug error rate and improve the product experience.

2. New user conversion level

Interpretation: To facilitate macroscopic display, the weekly retention is used here. It can be seen that during the first month of the product launch, the retention data was lower than the standard retention line for tool industry products (above 30% baseline). After improvements made in the fourth week and continuous tuning in the later period, the new conversion rate remained stable at around 40%. (I have to thank the technology for its tolerance. Every week when a new version is released, I have to adjust the text and style of the registration page. The technology is going crazy and must have cursed me hundreds of times in my heart)

I will write a separate article later to introduce the optimization ideas. I will not go into details here about the specific methods I used to increase the new user registration rate.

3. Weekly retention of new users

Interpretation: To facilitate macroscopic display, the average retention data of new users after one week is taken here.

There are not many ways to retain tool users, but generally there are three aspects:

1. Keep iterating technology to improve stability;
2. Product optimization functional requirements to improve user experience;
3. If the product or technology cannot be improved quickly in the temporary stage, strong operational intervention will be needed to improve retention through common operational activities such as check-ins, notifications, and text messages. If the product itself is e-commerce or games, operational intervention will follow the user's entire life cycle.

The above data mainly emphasizes that after the product is cold started and polished by internal beta users for 1-2 months, the product experience and user retention are already at the industry's baseline, and it is time to start the second phase of rapid growth (if user satisfaction with your product is low, please think about whether it is a problem with product positioning, direction, or product bugs. Adjustments can be made at this time, and do not rush to expand).

Product weekly new user trend chart

Interpretation: The second phase of product growth lasted for 3 months, attracting more than 80,000 new users, mainly through activities to attract new users and to establish new media channels to obtain traffic. The human cost was 4 people (1 person each for UI and back-end data, the front-end was supported by other departments, and I was responsible for event planning and new media operations), and zero-cost channel promotion.

Some time ago, I saw on the Jianshi official account that the author sorted out the six-word gameplay of mini-program fission: fight, help, cut, send, compare, and exchange. Jianshi calls it the "Six-Word Formula for Fission." I feel deeply that, in fact, APP activities are nothing more than creating gameplay by outputting product value or outputting product content, including invitations, gifts, group purchases, sign-ins, sharing, code distribution, etc. Friends who are interested can collect them and make them into sixteen-character or eighteen-character formulas, haha.

Before launching any growth activities, I suggest that you take out a pen and sort out the context of your product from multiple dimensions such as product-market-goal-strategy, etc., find out the advantages-come up with ideas-and put it online for testing.

For example: The first product of my project team is a PC tool product. The main target users in the first and second stages are college students (as a latecomer product, it entered the market through segmented markets, and its strategic positioning of gradually covering the market has been described in the first article).

So what characteristics of the target users are conducive to the activity?

Student users have more time, are sensitive to prices, and have a high social density, which is conducive to diffusion.

And the market competition environment: there are more than a dozen competing products in the market, 97% of which are paid products, providing 3-10 days free trial.

Presumably, seeing this, we can basically extract a few core gameplays:

1. It should be centered around sharing activities, allowing users to influence their roommates, classmates, schoolmates, and friends in their circle of friends;
2. The activity front end is biased towards Android users, and the activity design focuses on simplicity, less thinking and wide coverage.
3. The points of event promotion are mentioned repeatedly; others charge, but I give it for free; others give less, but I give more!
4. The core theme of the event can be summed up in one word: "give".

User time - user device - current product advantages - activity gameplay, sort out the idea of ​​such an activity line.

PC Events

Growth Phase Activity 1: The First Product Voting Activity (Two Events in Total)

Reason for project establishment: As the early project development team had limited experience and I was a semi-entry PM, after collecting user requirements for the product every week, except for the urgent/important demand development tasks, how to schedule the remaining requirements became something I had to decide on the spur of the moment.

In order to narrow the distance between products and users, and increase the stickiness and emotions between the two sides, I was wondering if I could learn from the cases of 100 fans in the early Xiaomi forum (sense of participation), weekly meetings, etc., plan user needs into activities, and let users decide which ones to prioritize through voting.

How to play the activity: After each player logs in, the system will issue a voting right - after voting, they can participate in a lucky draw - increase voting rights by sharing.

(Take the voting for new games as an example)

Event results: lasted for 5 days in total; attracted more than 3,000 users to participate, with nearly 6,000 shares, and a total of 7,982 new users in 5 days.

Growth Phase Activity 2: You Speak, I Give Gifts (Three Events in Total)

Project idea: Due to limited project funds, we need to rely on ourselves to establish new media channels in the early stage, push product PR, activities and publish articles based on industry information, with the goal of establishing product SEO content.

Co-maintain: such channels as Sohu, NetEase, Douban, Baijia, Toutiao, Jianshu, and Dongfang Toutiao. But after all, my energy is limited. In addition to official content, I hope to use the help of users to reach users that I cannot reach, such as: Tieba, forums, communities, etc. Newcomers have high posting restrictions and are not familiar with the rules. Once an advertisement is placed, their account will be immediately banned; but users can express themselves in their own language, so they are not easily harmonized.

How to play the activity: There is no limit to the subject matter - the user contacts the official customer service after publishing - the customer service notes the link - if it is not deleted within three days, rewards will be issued based on the number of views. A total of three versions of this activity were optimized and launched, and a total of 176 UGC contents were collected in three phases. Among them, it was found that Bilibili had the best traffic-generating effect, so Bilibili later became one of the main customer acquisition channels I maintained.

H5 Activities

Growth stage activity three: Invite friends to get free membership (version 1.0, version 2.0)

This activity is very common, so I won't say much about it. Based on the traditional way of inviting friends to get rewards, I have made some innovative attempts in combination with the product. Inviting three people can upgrade the user's title. After the upgrade, the rewards for inviting again are also slightly upgraded, and after the upgrade, you can also enjoy the rights and interests of the title. Slightly soften the traditional method of pulling people in to gain product privileges and attract more people.

Growth stage activity 4: **Big giveaway, shake out new surprises; Thanksgiving activity

Project idea: No threshold for everyone to participate; 100% winning rate; lasted for five days, attracted 17,872 new people; relatively successful, currently planning to make it a long-term fixed activity.

WeChat public account activities

Growth stage activity five: Look for discounts and promotions on Double 11? Take it away for 120 days for free!

Project idea: Except for product-directed traffic, the external traffic of the official account fans has not increased. In order to increase the number of fans of the official account, in addition to the quality of the content, we are also looking for some activity methods, such as: during the Double 11 period, we tried poster forwarding activities on the official account.

How to play the activity: Players reply with a secret code - push a poster - keep sharing - friends scan the code - reply with a secret code - receive rewards - after friends receive the rewards, rewards will be automatically distributed to old users.

The effect of this activity is quite obvious. Within 1-10 days, the number of new fans has been increasing by 100-200 compared with the usual level. The marginal impact has exceeded expectations. In order to facilitate poster management, we tried to use Jianqunbao, but finally gave up because of the price ranging from several thousand to tens of thousands. At present, we are planning to turn it into an activity and launch it online on the official account for a long time.

Conclusion

Due to limited space, specific activity operation cases will be reviewed and shared separately. Only brief ideas are provided here. This article does not mention a single activity with a 100,000+ effect, or a 20 million+ growth in three months. Please organize your thoughts and focus on operational growth.

Source: Maoli