How to drive user conversion through refined operations?

From now on, you need to transform your traffic thinking into super user thinking , turn large amounts of user data into living people, and treat them one by one. Only by personalizing and refining every detail can you drive user conversion and activity most efficiently.

In most companies, the perfection of the product is far from the level that requires a lot of operations personnel to operate it. If the product is perfect enough, the KPI of the operations personnel will not be so difficult to achieve, and the user growth efficiency can also reach the highest level. However, given the capabilities of many teams, it may take a long time for the product to reach a product-driven state. Therefore, there are a large number of operations positions, and operations work has entered a competitive depression of competing for traffic.

Gradually, traffic becomes more and more expensive, and it becomes more and more difficult to attract traffic . When the input-output ratio is no longer optimistic, many companies begin to think about what is the essence of traffic?

The essence of traffic is users. Behind every visit and every download is a real person. Among all operational work, user operation is the most important. The activities, official accounts , and WeChat groups we organize are actually working for users. I even want to personally give an award to "User Operation": "The Most Popular Operation Job Award of 2018".

1. Users, everything for users

With the rise of successful marketing models such as Pinduoduo and Blue Cup Coffee that rely on users, a formula that is generally recognized by everyone was born: a successful business model = user value * twice the user experience .

User value can only be met when we focus all our energy on operating for user experience. We need to make sure that every decision we make takes into account the value that users gain , and every process takes into account the user’s experience and feelings. This requires a refined operational mindset , no longer focusing on traffic, but on creating super users and directly impacting user experience.

For example: When Youdao Cloud Notes launched the collaborative version of the product, it first attracted 50 employees within the company to use it intensively every day, constantly put forward requirements and feedback. After iteration, it invited nearly 100 opinion leaders and core users of the old version to experience it. Subsequently, the Youdao Cloud team and case created an internal test invitation page with a strict review process, and received more than 14,000 requests to participate in the test within one day. This group of seed users became voluntary promoters of Youdao Cloud Collaboration. The importance of user experience and value is self-evident.

Many times, we only see the operational activities and gameplay of many brands that are all over the screen, and then we copy the appearance of the activities ourselves. Little do we know that they have done a lot of user work behind the scenes, and their internal skills are very solid, so that an activity can become a hit.

2. The underlying methodology of user operations

User operation has two core purposes: attracting new users and promoting activation.

The ultimate goal of meeting user needs is to allow users to spread word-of-mouth for us for free and to extract more value from users. Today I will not talk about those basic execution details. I believe most of the students are already familiar with them. Today I will talk about the most critical underlying logic needed to achieve the core goals. When you understand the most critical underlying logic, the above principles and forms will be easy to use.

1. Attract new customers

There are three core issues. Once you figure them out, you will understand how to attract new users to your product or platform.

First: Who are the users and what are their needs?

Who are your users and what kind of people are your core users? What real needs does your product meet for users? To ask a more in-depth question, is this a demand that users really need to be met? Or is it a demand we imagined in order to develop products?

Second: Where are the users?

Knowing where the users are is to find the right promotion channels . The places where the core target users often hang out are where you want to attract new users. Of course, this must be where the high-quality users are. The common channels now are WeChat official accounts, Toutiao, Douyin , and Weibo. Based on different businesses and industries, some core users’ channels include forums, Douban , Zhihu, etc., so you need to find channels based on the attributes and needs of your core users.

Third: What do users like to watch?

The content that users like to watch is the content we produce for promotion. The content that users like to watch must be produced based on their needs. What kind of needs are stimulated by what kind of pain points of users? In order to meet the needs of users and solve their pain points, content is produced. This content may be an article, an event, a community , a training camp, etc. Open your mind and don't limit yourself to the framework of "content = article".

Of course, before figuring out the three core issues, brand positioning, product positioning, and product function selling points are also issues that must be clarified. Not only attracting new customers, but also brand positioning, product positioning, and product function selling points are the basics that operators must clarify before starting any operation.

2. Promote activity

User stratification

The premise of refined operations is to operate users in layers. User layering is a method of dividing users into groups. It is usually used to describe the current status of a user. In the user layering model, a user belongs to only one user layer in a specific event.

User segmentation based on life cycle is the most applicable segmentation method. By tracking and studying user behavior , we can quickly identify the different stages in the user life cycle and divide users into different levels accordingly. We also carry out targeted operations on users with the same attributes, rather than generalizing to all users.

User stratification requires the use of data analysis tools , which track user behavior data, perform stratification, set up different groups, and perform stratified operations.

User Profile

User portraits are based on business scenarios and are generally divided into multiple categories according to business attributes. In addition to the common demographic and social attributes. There are also user consumption portraits, user behavior portraits, user interest portraits, etc. The purpose of user portraits is to facilitate understanding of users and to facilitate refined operations on users. The specific portrait depends on the product form. In the financial field, there will also be risk portraits, including credit reporting, default, money laundering, repayment ability, insurance blacklist, etc. In the e-commerce field, there will be product category preferences, product category preferences, brand preferences, and so on.

The larger the company, the more complex the user profile. For example, user A is a heavy user under the content tag, but a light user under the video tag. For example, user B has not opened the content app for a long time and is at risk of churn, but is very loyal based on the length of time he uses the video app. All these things depend on flexible application. User portraits are platform-level applications, and many operational strategies and tools are built on their basis.

Activation promotion is actually targeted. It clearly describes the user portraits at the same level, and conducts targeted operations on this level of users to stimulate user activity and conversion. This will also use the logic of the three core principles of attracting new users, considering how products or operational behaviors can meet user needs from the perspective of user activity and find user value.

3. Several basic principles for attracting user interaction and participation

1. Create a sense of scarcity

Everyone has experienced this, the limited-time price cuts of e-commerce, the limited sales of Xiaomi mobile phones, the limited quota of members receiving, etc. Scarcity makes things valuable, and scarcity brings greater appeal to users.

2. Give users a certain identity and the possibility of showing off

There are more applications in the community. Most of us believe that people with special identities must enjoy special rights. For example, users who participate in this event can obtain VIP rights, which makes users feel higher value, stimulates users' desire to show off, expose themselves, and make users willing to share it on social media .

3. Material incentives

Material incentives are the most direct and simple method, which directly uses material incentives to encourage users to participate in operational activities.

4. Possible events

Just like buying lottery tickets, it is always a possible event. We all naturally want to have good luck and encounter good fortune, so the appeal of probabilistic events to users will never fade.

Most of the sweepstakes, screening and selection, help from friends, etc., turn something that has benefits into something that is very likely to happen, and users are willing to try it without any loss. Possible events also require certain skills in rule design. The probability is relatively large, and they have real users, which makes them more persuasive.

5. Sense of competition

Students who play Keep should all have a deep understanding of this. In the level of the personal center, you can always see that there are 167,342 people at the same level as you. It takes xx growth points to reach the next level. There are 83,902 people in the next level. It is clear. Every time I see that the next level has half the number of people compared to the current level, I feel that I should be one of the half who stand out.

There is also the reward during live broadcasts , which is also caused by the sense of competition. WeChat 's step count rankings , etc., all use the creation of a sense of competition to drive user participation.

6. Give the feeling of being respected and valued

This is why most communities want to cultivate KOLs . They want high-quality users to clearly feel respected and valued, and have their self-worth reflected, so that they are willing to produce more content and spread word-of-mouth for the platform for free.

Find KOLs among your users, make them representatives of your target users, and attract more target users.

A female landlord apartment in Beijing specially selected representative tenant KOLs and organized a series of character transformation plans, which successfully set an example for the tenants and allowed more female tenants to participate and feel valued.

The above principles can be widely used in event planning , product design, and specific operational strategies of certain data. As long as you understand the principles behind the principles and apply them skillfully, you will not worry about various operational ideas.

Once the core underlying principles of attracting new customers and promoting activation are clearly explained, the methods and carriers become simple. Take an event as an example. First, clarify the purpose of the event. If it is to attract new users, what needs of users do you want to satisfy through the event? What value do you get? Create activity content and identify important conversion node data for easy monitoring.

Then select the channel where the user is located and push the activity content. Then data analysis starts to work. By collecting data and getting feedback, does the content need to be adjusted? Or is the channel selection inaccurate?

If you send out red envelopes worth 1,000 yuan to attract 2,000 users in order to gain traffic, this is not an effective way. It is very likely that 1,500 of these 2,000 users will come just for the red envelopes, and the other 500 may gradually leave because you are not sure whether your product meets their needs. However, if each of your users has real needs and your product happens to solve his problem, are you still afraid of losing them?

Therefore, from now on, you need to transform your traffic thinking into super user thinking, turn large amounts of user data into living people, and treat them one by one. Only by personalizing and refining every detail can you drive user conversion and activity most efficiently.

Source: 51coo