How can an APP quickly build a push operation system?

The Internet population dividend has completely bid farewell to the "optimal market". The growth rate of China's Internet users has dropped to single digits. Disruptive innovation is brewing. There will be no more wild growth in the second half of the Internet . Refined operations have become the core competitiveness of enterprises to improve efficiency, reduce costs and enhance user experience . So, for small and medium-sized enterprises in the growth stage, how can they quickly build the entire push operation system?

1. No more wild growth in the second half

Let us first sort out the new normal of "Internet" from a macro perspective:

1. Defense: There is no more chance to sneak attack in the stock market

It will be more difficult to acquire incremental users. More giants and unicorns that have completed their market layout will inevitably shift their focus from "expanding new users" to "cultivating old users" in order to maintain the increasingly valuable existing market.

2. Most of the entrepreneurial magic weapons are ineffective

In the first half of the Internet, price wars were often the simplest means of attracting new users. However, after the Internet user dividend peaked, the position of low prices in product purchasing factors will decline. As the curiosity and willingness to try new products of the entire user market gradually decrease, users will optimize and streamline the repetition of their use of similar products after passing the early selection stage. As user experience increases, more personalized demands will arise, and the unified supply and distribution model will face severe challenges.

3. Innovation: Big companies’ “power” and small companies’ “specialization”

The next wave of technology will inevitably dominate a new competitive landscape. Giants and unicorns have the ability to explore new technologies in multiple fields at the same time and will have the advantage of "momentum", while startups must and can only compete in speed and focus. In this misaligned competition, mergers and acquisitions and investments in new technologies will be more likely to occur.

2. Opportunities in the Mist

1. Technology+: Innovation

Choose new technology directions that are highly matched with your company and the industry you are in, maintain reasonable investment first, and then speed up after achieving a breakthrough in the integration of "technology + product". After further integration of "technology + product + business model ", you can go all out.

2. Market+: Becoming a Climber in Consumption Upgrading

In the context of the entire macro-economy, consumption upgrading will become the key cash flow for companies to maintain upward business profits in the next 2-5 years. Among them, consumer demands such as fashion, health, and quality life will directly drive the single consumption capacity. Products across the industry should seize the opportunity to "climb up" in this wave.

3. Data+: Becoming a close friend of users

User data mining will become the core capability of products. With the popularization of mining tools and the improvement of dataization in the entire industry, this trend will expand from large companies to unicorns and even startups. Whoever can better complete the sedimentation and mining of user data will be able to achieve more efficient demand matching capabilities and service quality in future competition.

3. Small and micro enterprises quickly build a user reach system

With information overload, it is becoming increasingly difficult for users to obtain accurate information. In the future or over a longer period of time, your products must either be closer to user needs or guide user needs, that is, "one thousand faces for one thousand people."

Only after truly understanding user needs and pushing differentiated content/services/products that users need to them can user satisfaction be improved. Below, Zhuge Jun shares methods suitable for small and micro/start-up enterprises to quickly build a personalized user reach system based on business scenarios.

1. Segment your user base

To build a refined push strategy system, you need to start with "segmenting user groups (related reading)". After dividing your user groups, you can develop exclusive strategies for different groups of people with more preference and focus to achieve the most ideal activation effect.

The division of user groups is mainly based on the following:

Divided by business objectives

According to activity

By user addition period

Classification by user level

···

Here is a simple example:

According to the time when users were added, users can be divided into "added on the same day", "1-7 days after addition" and "old users".

Note: Users who complete registration within one day after being added and have viewed camera products more than three times are likely to be potential purchasers of cameras.

The day of adding an app is the most important first impression given to users. Every detail is enough to influence the product’s “value delivery” and directly affect users’ retention the next day.

The 1-7 days after the addition is the critical period for user retention . If users can log in as many times as possible during this period, use core functions in depth, and use the app for a longer period of time, they will stay.

Gradually they will be converted into old users in the following period.

ps: The definition of old users here is flexible and depends on the business. It does not mean that users older than 7 days are old users.

Based on the user level classification, taking Internet financial products as an example, users can be divided into "newbies", "first investment", "repeat investment", "regular small amount"... "high-value users".

After completing the division of user groups, we can start to formulate refined push strategies.

2. Develop a push strategy

Based on the division of user groups and the collection of user behavior data , and relying on operational experience , we can obtain a " user portrait " and gain insight into user "needs" and "preferences."

After formulating the push strategy, we can carry out intelligent reach. Zhuge io provides one-click operation and builds a channel to reach users at 0 cost, eliminating the time and manpower cost of frequent communication of technical issues in the initial stage of push task construction. Only operators can easily complete user group screening + push settings.

3. Effect analysis

After the push is completed, all we need to do is optimize the push strategy through real-time data feedback.

Monitoring indicators: trigger number, delivery, conversion

As an operator/product manager, what we need to focus on most is: content is pushed → user clicks → conversion goals

From display to click, what is examined is the degree of attraction/matching of the "pushed content" to the " target users ". A low click-through rate may be due to poor content/creativity, or it may be pushed to the wrong target user group. Optimizing this part requires a deep understanding of users and more effort.

The user click → conversion goal examines how to guide users after they enter the product in order to achieve the push goal. Using the example of the Internet financial product above, if a novice user does not complete the card binding and initial investment after opening the app, it means that we still need to make more efforts to promote conversions, such as improving brand endorsement and giving users more sense of security and trust.

After completing the data analysis , we have a deeper understanding of "push strategy" and "target users". What you need to do at this time is to adjust the push strategy and verify the effect again. Find the best way to push operations through continuous iteration.

In the process of rapid iteration of strategies, a common method is to conduct A/B testing. By adjusting the matching relationship between strategies and users, we can find a more efficient way of pushing messages. Common ideas used in A/B testing are:

Push different content to the same user, suitable for optimizing strategies for user groups

Pushing the same content to different users is suitable for understanding the preferences of user groups.

The two approaches can be combined very well. What remains in the continuous testing process is the push strategy that is more suitable for the business scenario.

Users are always a "scarce resource". While doing our best to attract traffic through various means and channels , we must also continue to tap the value of existing users and reach users efficiently, thereby continuously improving LTV and delivering the right content/services/value to users who (may) need it at the right time.

The author of this article @朱葛君 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century