How to create tens of millions of daily active users? Share 7 major operation strategies!

When judging whether a product is well made, the first thing we think of is its user activity. The higher the daily active users, the more people actually use the product, the greater the traffic , and the greater the traffic, the greater the possibility of various conversions . Different products have different definitions of daily active users. Generally speaking, defining daily active users as the number of users who open the product every day is just the simplest and most convenient statistical indicator. A more instructive daily active user indicator should be how many users trigger core business events. So, how can we improve the “effective daily activity” metric? Today we share 7 commonly used operation strategies.

1. Features

Sometimes, what impresses you about a product is not its core function but its special features. For example, when it comes to music products, many people listen to music on their way to and from work. Xiami Music has insight into the user pain point in this scenario - listening to music in the absence of WiFi will consume data traffic. The offline music package just solves this pain point. Xiami will automatically cache 1 hour of songs for you when WiFi is available, so that you can listen to fresh songs on your way to and from work.

It can be seen from this that the special functions of a product are often a good way to promote activation. As long as a certain function of a product is unique, users will always keep it in mind and come back often to check it out. When you cannot determine whether a certain function has a positive impact on activation, we can measure it through data, as shown in the figure below.

Figure 1: Comparison of the activity ratio of “users who try online” and “users who view course details”

Taking education and training products as an example, whether the "online trial listening" function has a promoting effect can be clearly seen through the active ratio indicator in the above figure.

2. Game activities

Games make life better. The fun, timely feedback, show-off, challenge and other mechanisms of the game can easily make users addicted to it, so more and more operational activities have added gamification elements. For example, following the Ant Forest environmental protection charity campaign, Alipay launched Ant Farm, where users need to collect feed packages every day to feed the chickens (the way to obtain feed is closely related to the product function, and feed can only be obtained by paying in store, paying online, or making donations), thereby continuously generating "love" and at the same time driving away the chickens of friends who come to steal feed. It is very interesting and is actually an operational activity to promote payment activity, adding charity + game elements to attract user participation.

A previous word-memorizing product, "Happy Word Field", divided a vocabulary book into many levels, and helped users achieve the goal of memorizing words by playing games. If the number of users memorizing words every day shows a downward trend, it is something we do not want to see. In order to increase daily activity, "Happy Word Field" has added a word PK function to strengthen users' social methods, allowing stronger interactions between users, thereby generating a strong user relationship bond. In the design of the PK function, users who are using the product to memorize the same vocabulary book will be randomly matched, and technical means will be used to compare which user has a better grasp of the words. The data shows that after the PK function was launched, the daily active users increased significantly.

3. Check-in

The sign-in function is a common means of operation for many tool products. Users leave after using it and the frequency of opening it is very low. In order to increase user activity, companies often have to resort to high-value lottery activities such as “sign in every day and win an iPhone X” to attract users to open the product every day. In fact, the main function of sign-in is to promote activation. Continuous sign-in will make users form habits and increase user stickiness.

Figure 2: Check-in function example

From the user's perspective, some people sign in every day to get material rewards, such as game coins, points, lottery opportunities, etc.; some people sign in to get spiritual motivation, such as higher levels, more user privileges, being on the sign-in list, and showing their presence, etc. After all, signing in only takes a little time for some users, and continuous signing in may result in a surprise gift package, so it doesn't hurt to move your fingers every day. When you are not sure whether the check-in has high stickiness, you can use data to measure it, such as:

Figure 3: Comparison of retention of “signed-in users” and “all users”

4. Flash Sales

Flash sales are a traditional operating method still used by many e-commerce companies . Taking Pinduoduo as an example, flash sales are divided into: currently being snapped up, about to start, and tomorrow's preview.

In the past, many users would stay away from activities like flash sales because they felt frustrated when they couldn’t grab the items due to their slow hands. However, Pinduoduo’s flash sales have a large volume of items and basically all users can buy them. In order to maintain high daily activity, Pinduoduo holds some flash sales every day to stimulate users to buy. Long-term flash sales make users feel that they can always "get a bargain" on this platform, which is conducive to user retention and conversion.

5. Push

In the era of information explosion, users are becoming lazier and lazier, and they open no more than 10 products every day. Therefore, good push notifications are very important. We need to send invitations in appropriate scenarios to remind users that it is time to "come back and see me." If push notifications are done well, in addition to increasing daily activity, they can also wake up dormant users and increase user stickiness.

So what makes a good push? Push notifications should meet user expectations. We have seen too many " clickbait " type push notifications. When we click on them, we find that the content is far below our expectations. After several disappointments, users often choose to leave. So please be more sincere and less routine.

Figure 4: Untimely PUSH

Push notifications should be personalized. Each user has different needs, usage scenarios, and concerns, so different users need to be stratified and different push times, frequencies, and contents should be set.

6. Free

Free is the simplest and most effective way to promote activities. For example, in the early days of shared bicycles , free rides on weekends, no deposit required, and free rides for a 1 yuan monthly pass were used to attract many users. For example, the free area of ​​"Get" is updated regularly every day to meet the needs of "non- paying users " and prevent loss. In addition, Luo Pang will also share articles from paid columns from time to time, using free paid articles to attract users to pay.

7. Sense of participation

Let’s take an example. There are two flower shops near the community where I live. The flowers they sell are similar, but their businesses are very different. Store A's business is so good that the owner occasionally receives online orders, but Store B is deserted.

When buying flowers at Store A, the owner is familiar with every customer, remembers your favorite colors, enthusiastically recommends fresh flowers to you every time you receive them, and often gives away flower fertilizers and floral tools. This store also set up a WeChat group . The boss invited regular customers to join. He occasionally sends red envelopes and store coupons in the group, organizes online flower arrangement competitions, and shares flower arrangement knowledge. It is very participatory and the people in the group are very active and cooperate with the boss's activities. In contrast, there is no so-called sense of participation in store B. You just buy and leave, and forget about the boss.

One time, I specifically talked to the owner of Store A about his business philosophy. He said that the key lies in word of mouth, and word of mouth comes from a sense of participation. 80% of the customers who come here to buy flowers live near the community, so we have to make friends with them and let them participate in store decision-making. Only by providing good service can we attract repeat customers.

The cost of acquiring new users is getting higher and higher, so we are very concerned about increasing daily active users. Products with low activity levels need to be continuously improved through operational means, but this is also based on the premise that the product has a good user experience , can solve pain points, and bring value to users.

The author of this article @晓枫说 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 Games