5 common methods to improve user retention!

In the current context where it is difficult and expensive to acquire traffic , our focus has shifted from spending money to acquire users to increasing user activity and retention . While increasing user activity, we should also adopt operational strategies to improve user retention .

In this article, Zhuge Jun introduces 5 common methods to improve user retention: reaching users, daily check-ins, points system , membership system , and optimizing products and services.

1. The Importance of User Retention

The concept of user retention is easy to understand. It can be simply understood as the users who stay. According to the retention time, it can be divided into next-day retention, weekly retention, and monthly retention.

Retention can reflect the attractiveness of a product to users and whether the product solves the core needs of users. It is related to whether users can become dependent on your product and whether users can think of you first when they want to solve a problem, thereby improving user loyalty and maximizing benefits. To give a simple example, when users want to shop, they go to Tmall and JD.com first. When users order takeout, they go to Ele.me first. When users want to travel, the first thing they think of is Didi , and then they consider other brands .

So, how do we improve user retention?

2. Reaching Users

Reaching users is a very good way to improve user retention. The most common ways of reaching users are push reaching, SMS reaching, WeChat public account reaching, and the more advanced Zhuge io’s intelligent reaching.

The push contact scenario is applicable to APP clients. For example, news APPs are more commonly used, as well as e-commerce products. Through the use of push, users are awakened to use your product again. What needs to be noted here is that the frequency and content of push need to be controlled so that users can develop a good impression of your product without realizing it.

SMS messaging is applicable to scenarios such as user awakening, user recall, user care, etc. For example: e-commerce products will use text messages to notify users of price reduction information; after users uninstall the APP, text messages will be sent to encourage users to use it again; after shopping on Taobao , when the goods are shipped, and after receiving the goods, text messages are all good ways to reach people through text messages; 12306 provides text message reminder service after each ticket purchase, as shown in the figure below.

The applicable scenarios of WeChat official account reach are based on the WeChat ecosystem . When a user performs a certain behavior, the official account will be notified in a timely manner. For example, when a user pays for a product in a mini-program , the WeChat service account will send a notification. Another example is a bank service account. When a user's funds change, the service account can be used to notify. These contacts can improve user retention .

There is also the more advanced Zhuge io's intelligent reach. Through intelligent reach, you can set trigger conditions. When the user meets this trigger condition, it will automatically and quickly reach the user, improving operational efficiency.

3. Daily Sign-in

Daily check-in refers to the introduction of a check-in function for the product. When users reach a certain number of check-ins, they can obtain points. It is generally used in conjunction with the points system and membership system. There are also cases where the check-in function is used alone.

For example: China Mobile has launched a service called "sign in and get free traffic". After users sign in for a certain number of days, they can get traffic rewards.

Another example is Alipay ’s sign-in and point-earning function. After signing in, users can obtain Ant Points, which can be redeemed for prizes. There is also the double sign-in function of JD.com and JD Finance , which are the best applications of the sign-in function.

IV. Points system

The points system introduces the concept of points into the product. By rewarding points, it encourages users to complete a series of operations, while improving user activity and retention. An example of a relatively good points system is Ant Financial's points system, which encourages users to consume through Alipay.

Another example is Taobao’s points system, which encourages users to shop on Taobao and earn points. Points can be exchanged for certain prizes, thus enhancing users’ stickiness to Taobao and greatly improving user retention.

5. Membership System

Both traditional retail and new retail attach great importance to the construction of membership systems. There are a dazzling array of membership systems. Famous ones include JD membership, Amazon membership, KFC membership, etc. Recently, Alibaba also launched the 88 membership. The purpose of major companies launching memberships is that now is an era of inventory, and each company is trying its best to work on existing users and tap the value of inventory.

The key to membership system design lies in the value points of members. Compared with ordinary users, what different services can your product provide to member users? To put it bluntly, it is about what you use to get users to use your membership. For example, video members can watch high-definition videos, e-commerce members can enjoy membership prices, and online education members can take courses for free. Only when the benefits obtained by members are attractive enough will users use your membership and improve retention.

6. Optimize products and services

The many methods mentioned above to improve user retention are all operational methodologies that improve user retention through operational strategies. At the product level, we must optimize our products and services, continuously polish our products, focus on customer needs, and improve product services. Otherwise, no matter how good the operating strategy or how excellent the membership system is, it will be of no avail.

For example: Online education introduces a membership system, but users find out that your product does not have many courses. Will they stay? Another example is the sign-in and points system on a shopping website. If the products are very bad, often crash, and there are many counterfeits, will users still buy them? Therefore, while using operational strategies to improve retention, you also need to make great efforts to continuously polish and optimize products and improve product services.

Summary: This article takes operational strategies, methods, and product services as entry points, and shares five common methods to improve user retention: reaching users, daily check-ins, points system, membership system, and optimizing products and services. In specific operational practices, which method to use depends on your own product evaluation and making the best choice.