How to recall lost users? Analysis from 3 aspects!

Some people say that whether or not one can successfully recall lost users is the key to promotion from junior operations to senior operations. So what should we think of when we say we want to recall lost users?

If you randomly search the keyword "recall" on Baidu, email, SMS, and push notifications will appear in front of you, but you should know that these are only some methods applicable to recall. Compared with the selection of these methods, we should be more clear about who the people are, where they are, and why they are lost.

Students who are familiar with recall work may know that when a user is truly defined as lost, the cost and difficulty of recalling him again will be very high. So we use the reverse method to analyze which behaviors of the user before losing have already indicated that he will lose, and how he uses our products.

The following article will analyze the issue of user churn from three aspects: user operation path, user behavior warning, and recall methods and strategies after churn.

Create a user operation path map

First, understand how users use the product, and then carefully examine whether there are any design flaws in the details that users must go through to use the product, which may lead to user loss.

Taking Tencent Video as an example, its main function is playback.

• For new users: the elements displayed on the homepage and the search function will all lead to playback. If the new user does not play the video in the end, you can consider whether the content on the homepage is not attractive enough or the search failed to obtain the video you need, so as to make improvements on the product and operation side.
• For old users: Continue watching, offline caching, and viewing history on the homepage are more likely to generate playback behavior, while searching is weakened.

Tip 1: The usage paths of new and old users should be distinguished. For some new users with clear purposes, the search function may be used much more frequently than old users. How to give users feedback when they do not find the results they want is also a very important link, which is often overlooked. For old users, some history and download (cache) functions need to be paid more attention to. However, when the user has finished listening to (watching) all the cached content, it is also worth considering whether the system should actively introduce new resources to the user.

Tip2: If your product covers a wide range of functions, you only need to sort out the key functions, and other marginal businesses can be added based on cost-effectiveness.

Establishing a user churn warning model

After you have sorted out the user operation path, you will probably have a rough idea of ​​the important nodes in it. What you need to do now is to classify the importance of these nodes. Of course, if there is enough data support, visualization charts and heat maps will be of great help to you. If you are in a small company, you can use user feedback and user surveys to make up for the lack of data. This involves a lot of work in organizing and analyzing information, so you need to sort out your thoughts in advance and not be distracted by too much information and end up putting the cart before the horse.

The dimensions of the model can be defined based on dimensions such as frequency of use and duration of single use. They can be flexibly defined based on their own product characteristics, so they will not be listed here one by one.

How to recall

After we have thought through the first two steps and formulated countermeasures, we can get to the core of the problem: how to recall lost users. According to the early warning model, you can take different measures according to the different degrees of user loss, which can be the optimization of product functions and operational methods, or you can use the power of a third party. At this time, the appearance of SMS, email, and push will appear more heartwarming and not just mean marketing . The recall effect is also better than when users are actually lost.

In addition to the method, the landing page after the recall also needs to be taken seriously, and it should not just link to the product homepage. For users who have lost for a short time, the inadaptability after the revision will cause them to lose again, and all the previous efforts will be wasted.

Appendix: Effect Evaluation

• Email: Low cost and large sending volume, but the arrival rate and opening rate are not very high. Many times, users do not see the recall information we sent via email.
• SMS: The recall cost is high. Although the arrival rate of recall SMS is very high, it is easy to be ignored as spam. In addition, users generally have a strong sense of protecting private information such as mobile phone numbers. They are prone to feel that their privacy is violated and become disgusted with the product.
• push: The effect is good, but if not handled properly it may cause user disgust, and it is only effective when the client has not been deleted and the user allows the message push.

The author of this article @静陌 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