How to carry out user operations and quantify user behavior paths?

Article Outline:

• The meaning and methods of user labeling.
• User circles and A/B testing
• Key path nodes for users
• User operation process

1. The significance and method of user labeling

1. Tag value

Suppose there is a computer in the world that inputs each person’s personality traits, hobbies, behavioral habits, and interpersonal relationships to build a model that belongs to that individual.

We call this machine Magic.

All business problems, we input into this computer.

Then we will get special plans specified by different users and get the maximum value at the minimum cost. We can call it the maximum value point G with the minimum cost for users.

This is the value and influence of individual labels on business under extreme circumstances.

However, in most cases, we do not have this Magic, and our algorithm < Magic. Our user value mining <G.

In order to pursue 5G and maximize the value of commercial users, we need to segment different user circles and formulate different plans.

2. User labeling method

To answer this question, we must first look at the relationship between the knower and the known.

That is, the relationship between products and people .

The tone, style, and value of the product attract target users , and the target users will re-recognize the product based on their inherent characteristics (such as personality, values, etc.) and choose relevant product paths to achieve user demand goals.

It can be said that what PM designs is a product sphere, and users only have one path to reach their demand goals.

A product is a collection of different user demand paths.

Once the user enters the product, there will be two labels: natural inherent label L1 and product world label L2.

• L1 can be the user's personality, values, etc. in life, which can be understood as the user's genes.
• L2 is the label given by the product itself after the user comes to the product. Different products should have their own product system, which can even be earlier than the user.

Assume that all product attributes under L2 are marked with Arabic numerals such as 1, 2, 3…, which have no actual meaning. As long as we group similar ones together, and then let users establish the relationship between L2 and L1 through a series of behaviors such as browsing, following, and length of stay, then when a new user comes in, we can know how to recommend L2 to him by disassembling his L1. That is, the Arabic numerals used for L2 do not have any meaning in themselves.

Therefore, there are three steps to complete the construction of a label system:

1. Establish its own product system label L2 and count the user's inherent label L1;
2. Establish user behavior paths through user behavior characteristics, such as browsing, forwarding, and dwell time, and find the correlation between user tag L1 and product tag L2;
3. Build relevance models and specify behavioral strategies for new users.

3. User tag system

The user's tag system can use a structured user tag system.

Psychologist Oscar Ichazo created the very famous Enneagram.

In the specific description of the Enneagram, it is divided into multiple categories: desire traits, basic dilemmas, main characteristics, life style, interpersonal relationships and other categories.

This kind of labeling system can be called a structured user labeling system.

The structured user tag system has a clear parent-child hierarchical relationship and is also easy to retrieve and modify.

2. User circles and A/B testing

User circle segmentation

If the user circle is represented by C, the user is represented by P. That is, C0={P0,P1,P2..PN}.

Our goal is to find the correlation between C’s user system L1 and product system L2 through inductive reasoning of different users P.

The smaller N is, the more detailed the circle division is.

We use inductive reasoning methods based on the inherent basic characteristics of users and their behavioral paths to divide similar tags into the same circle according to the behavioral characteristics of different groups of people.

In this way we can get C0, C1, C2…Cn.

Often use A/B testing or grayscale testing

A/B testing or grayscale testing is often used in product strategies and is a very good solution for user operations .

The so-called A/B testing is to divide users into an experimental group and a control group, and by implementing a certain behavior or changing a certain factor, the impact of this factor on users is tested.

We select high-quality user circles Dn from different circles Cn. The copywriting strategies, product strategies, business strategies, and activity strategies we use can all be tested through Dn first, and then the strategies can be improved based on the test results.

After finding the strategy suitable for different Dn, conduct a full measurement on Cn. Only in this way can we get the best results.

3. Critical Path Nodes

If user Pi is determined to be in a certain circle Ci from the beginning, the user can be guided according to the behavioral path of circle Ci.

Make sure users always stay on the path you lay out.

Find several key nodes for the behavior path. If the user has not reached them, find ways to help the user complete the key nodes through guidance, activities and other strategies. You can think of it as a game with key nodes like the boss of each level. Once you defeat them, you can move on to the next level.

There is an understanding of key nodes, which is called critical state.

In physics, the critical state is when an object reaches a certain point where its properties and state undergo essential changes.

For example, when water reaches 0, it changes from liquid to solid, and when it reaches 100, it changes from liquid to gas. This is a critical value. The key node is the critical value under each state division.

The key nodes of different circles Cn are different, ensuring that users Pi can pass through these points reasonably and correctly.

4. Streamlining of user operations

Got labels, got circles, got different behavioral paths and key nodes.

Next, all you need to do is turn all the movements into standard movements. Establish relevant processes and responsible persons to make user operations part of regular operations.

User operation is like building a big machine. Once the machine is formed, it can perform work repeatedly.

Finally: My thoughts and ideas are bound to be narrow, and I hope to receive your advice.

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

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