The Simplest Rule for Super Users: How to Achieve User Growth?

2018 is the second half of the Internet, and it is also a cold winter for operators. The explosive dividends have dried up, traffic thinking is outdated, and attracting new customers and growth are difficult.

This article shares the simplest rules for super users from the five-step method of " definition - circle people - pave the way - cheer - prevent slipping away ", so that novice users can also get started quickly and achieve AI-driven user value-added in the cold winter.

1. How to get a super user?

In the past, how did street performers attract customers? Choose a better venue, if you have money, support the venue with money, if you don’t have money, support the venue with people. But they don’t know who is here to support the money and who is here to support the people.

The actual result can only be "leave it to fate". Now, the ways to attract new users can be summarized into two types: external force (advertising) and internal force (user dissemination).

The first is external force. The accuracy of spending money on media placement depends heavily on media quality and budget.

Traditional advertising is a one-way interaction between advertisers and media platforms. The media provides a labeling system and click optimization, and accuracy depends on the media's data capabilities. If it is possible to find potential users among all network users through a customized algorithm model and deliver them to the media, the media can deliver audience packages based on the precise groups of people. For example, according to the global data of Umeng+, e-commerce, education and training, travel and other apps are more suitable for advertising on search and social media; functional products such as tools, books and literature are more suitable for information flow advertising. After the launch, there is a relatively complete delivery system, AppTrack, to monitor user quality and subsequent behavior.

The second is internal strength . Attract users with products and let users spread the word to gain more users. There are three types of internal strength:

1. Word of mouth among users. There is no platform or rights guidance, such as recommending street food shops to friends;
2. The platform distributes bilateral benefits, involves platform participation, and has operating costs. For example, Didi red envelopes, Ele.me vouchers, and Wukong financial red envelopes, after sharing, you and your friends can gain benefits;
3. Users share products. People have seven emotions and six desires. The essence of products is to meet certain specific needs, and you happen to use this point to encourage users to establish a relationship with the platform and generate works. For example: Everyone has seen game rankings, such as PlayerUnknown’s Battlegrounds and Honor of Kings. Why are you willing to share them? If you play well, you can show off your results; if you play poorly, you can just act cute.

How to make super users more popular? The first step is to pull out the data analysis related to "sharing" to find the characteristics; the second is to boldly guess which points will promote the user's final push; the third is to match the user's needs and desires with the business and products.

2. How to establish a growth channel for super users?

To express it in the simplest way, the growth channel of super users is divided into five steps: definition, circle of people, paving the way, encouragement, and prevention of slipping away.

Step 1: Definition

During the definition phase, we should not only look at the final characteristics of super users, but also the characteristics of super users at different stages. For example, Internet finance apps match behavioral data and business data at every stage of the life cycle to judge and screen this group of people.

You can divide the user life cycle by standard + custom indicators. The standards for defining user value ranges are high and low, and the background also supports customized user stratification, which is to automatically divide users into super users, high-value users, and low-value users, and formulate targeted operation strategies.

Step 2: Circle people

Circle people sounds simple, but it is actually the most complicated step in the operation. The purpose of circle people is to conduct in-depth analysis or monitoring of user flow at different stages in the future. Through data analysis models, users with different characteristics and attributes can be found.

AI models are the key to extracting user features. For example, segmentation can achieve traffic cutting and distinguish between new and old users among the 300 people attending the conference today. Funnel analysis can locate users in that part of the funnel and then divide them into groups.

Step 3: Paving

Once you have defined it and found the right people, you need to pave the way. There are two ways here, explicit and implicit.

First, you need to deconstruct the manifestation path of your super user.

The product must have a main path to guide users to complete core operations such as payment and viewing. I have served an Internet finance App. Before users register, log in, use their real names, bind their cards, and recharge, there are many entrances such as experience recommendations, page recommendations, and friend recommendations. The page entrance dispersion rate is particularly high, so that the proportion of users without any path exceeds 30%. Dispersion is a fatal weakness. It is worthless to build 10 paths after dispersion. Explicitness requires abstracting the super user path characteristics, and finally making it very explicit on the product side, which paves the way with explicit means.

The second is implicit path analysis to find the trigger points that lead to the formation of super user habits. Most customers like to look at "big" numbers such as indicators, new users, DAU, MAU, retention, etc., and tend to ignore a lot of hidden data.

Is a feature that is only used 5% of the time valuable? I have served a music app that promotes sleep. When I extracted super users for event analysis, I found that 80% of users would use the daily reminder function, but the usage rate of this function was only 5% among all users. This feature requires four or five steps to be viewed in personal settings. We put it in the recommended position on the App homepage. The 7-day retention rate of users who use this feature increased by nearly 100%, becoming a necessary trigger for cultivating super users.

This function is not important from a global perspective, but it plays a decisive role in the formation of user habits. Therefore, user analysis does not have a direct conclusion, but requires bold guesses, hypothesis formulation, and verification of results.

Analysis and grouping are reversible. What is the focus of the analysis? First, pick out a certain user group, then analyze the group of users to see how they use the core functions. For video apps, subscriptions, daily reminders to follow, and comments are very important; for reading and audio-visual apps, daily reminders, growth plans, and book list creation; and for tool apps, clocking in and signing in are all core links.

The products active in the second half are complex platforms with diverse businesses. Some two-dimensional content will become comprehensive platforms after they are listed. The path to cultivating super users will also be more complicated, with many transition stages. Analysis must be done at each stage, slowly transforming it from level one to level two, and from a novice to a veteran. This requires detailed analysis rather than general analysis.

For example, for banking apps, most new users only use your “check accounts, transfer money” functions, but you cannot immediately find a user who can upgrade to fund or stock investment. The sense of security, benefit assessment, and trust involved cannot be solved in a short period of time or with one or two functions.

What needs to be done is to analyze by stages, upgrading users from "checking and transferring accounts" to "current financial management", then to "regular investment" in small fixed financial products, and finally to financial management users with higher risks.

Step 4: Add some oil

Refueling means setting node baits at each stage and continuously guiding him to leap to a higher stage. For example: interest rate increase for novice privileges and novice vouchers. During Double Eleven, many apps offer one-year VIP free membership for every one-year renewal, which is attractive to old users. Of course, the bait in each stage is different, so the bait must be set to match the characteristics of each stage. This will lead to automated marketing and intelligent marketing.

Many leading apps connect the front-end data with the back-end CRM system and set up refueling nodes. When users meet the conditions, the refueling mechanism will be automatically triggered. For example, you will automatically receive red envelopes from Ele.me, discounts on purchases over a certain amount, etc.

Step 5: Anti-slip

The user replacement cycle is about 1.5-2 years, so the value of the data on the device for 1.5 years is very small. So before taking action to prevent loss, I have to make a good judgment and think about what I should do. What is the cost-effectiveness of each thing? Exporting devices 3-5 years ago and then doing retargeting marketing is a typical thankless task, which costs a lot but has no actual effect in the end.

Therefore, early warning is more important, and risks should be warned before they are lost or silenced. We integrate data such as user behavior characteristics into the AI ​​algorithm model to achieve early warning capabilities.

In addition to early warning, you can conduct a detailed analysis of silent users, export the data, and further subdivide the users into groups to see what behaviors occurred in the past. Then, analyze the silent users and develop a recall strategy.

To sum up, there is a person who has mastered martial arts in Mr. Jin Yong’s martial arts films, and that is Guo Jing. Guo Jing learned three sets of martial arts. The first one was the Yue Girl Swordsmanship, which is actually a "routine"; later he learned the Eighteen Dragon Subduing Palms from Hong Qigong, which is "internal force", and finally he obtained Wu Mu's testament, which can be called "military strategy". This is actually the process of super user operation or data-driven "art" to "method" to "Tao".

We hear about Growth Hacker every day. If you only pay attention to Hackers, all you will learn are fancy tricks, which will fail once the way the market plays changes. Therefore, we must pay attention to Growth and establish our own driving methodology based on actual business experience. Only in this way can we stand at the strategic level and respond to ever-changing situations with the same approach.

Source: Umeng Global Data