How to promote user growth by optimizing data!
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With the development of the Internet, traffic has become more and more expensive, and the era of spending money on traffic has become history. As a result, more thinking has shifted to maximizing the use of traffic, and data-driven applications have emerged. 1. The relationship between user growth and refined operations Let me first talk about the big picture. As traffic becomes more and more expensive, the era of relying on money to increase traffic is gone forever. Maximizing the use of traffic has become a new trend. In recent years, the concept of data-driven has become increasingly popular, and many data-driven concepts have also been born. In my opinion, the most recognized concepts are no more than two. The first is user growth that emerged from Silicon Valley, also known as growth hacking, and the other is refined operations from the Chinese Internet industry. The approaches advocated by these two different philosophies are different, but they are both based on the same concept, namely data-driven. The waters surrounding data are too complicated to be explained in detail. Experienced operators and managers should know this well. The premise of this article is to discuss these two methods on the premise that the data is authentic and valid. 2. The main indicator of user growth - retention Let’s start with user growth. User growth originated in Silicon Valley and became famous in Silicon Valley’s first-tier Internet companies such as FB and LinkedIn. Generally speaking, the main purpose of user growth is to help startups gain a large number of users in a short period of time through extremely low or free means. For more information, please search Baidu. There is a core indicator regarding user growth, namely retention rate . There is also a generally recognized A AR RR model, namely "Acquisition", "Activation", "Retention", "Revenue", and "Referral". The whole step is shown in the figure. (User Growth AARRR Model) In my concept, user growth should correspond to the marketing department of a traditional enterprise, that is, large-scale customer acquisition activities, including but not limited to viral marketing , advertising, local promotion , activities, silent user recall and other mechanisms. Any method that can acquire users and improve retention can be regarded as user growth behavior. To successfully achieve user growth, the first step is to establish your own data indicators, refine the indicators, and then create a corresponding growth dashboard based on the indicators for continuous tracking. Currently, most of the social products that use this method are social products, such as Facebook, LinkedIn, Twitter , etc. Let's establish a complete user growth process and give a few examples of user growth (the following cases are shared by Mr. Zhang Mengxi, an expert in big data analysis and data science in Silicon Valley). 1. Acquisition Hotmail cleverly implemented the first wave of viral marketing by appending "Get your free email at hotmail." to every email sent using Hotmail; WeChat directly bound many users by matching address books and QQ friends. 2. Activation LinkedIn sends specific emails to customers about classmates’ graduations, promotions, etc. to increase activity; Didi Chuxing stimulates users to continue using its products through subsidies. 3. Improve retention Facebook adapted to the African network environment by optimizing its products. In the early days, the network speed in Africa was very slow and user retention was very low. Twitter recommended users to follow to new registered users. 4. Increase Revenue LinkedIn uses different charging strategies based on user behavior and conducts at least 20 price tests every quarter; Amazon Prime subscribers' various offers and value-added activities, such as the "$70 free shipping" activity, increased sales by 150%. All of this growth is driven by data. 5. Referral Introducing Dropbox to new users can create room for growth; Baidu Cloud offers annual memberships for 1 cent. 3. The main indicator of refined operation - conversion Conversion is the core idea of refined operation. Refined operation focuses on the process of each operation step and improving the conversion rate of each step to the next step. Refined operation pays more attention to the process to the final order and transaction, which is more common in the fields of e-commerce and gaming . The essence of refined operations is data-driven operations based on individuals. The ideal way is to achieve 100% final transaction conversion for users in every scenario. This understanding is somewhat similar to the copy in the game. For each user, a user copy of his own can be created until the final transaction. The picture below is the refined operation system of an e-commerce platform for reference. (The refined operation system of an e-commerce platform under a certain company) The first step of refined operations is to classify users, build scenarios for each type of user, predict user behavior in the scenario, give user conversion steps, track data on the behavior, and continuously adjust and optimize to achieve the maximum conversion rate. There is no systematic theory of refined operations in China at present. Based on my personal experience, we can abstract a CSPDD model, namely "Channel", "Scene", "Product", "Decision", and "Done". The whole process is shown in the figure. (Flowchart of refined operation CSPDD model) 1. Channel (Chanel) There are many meanings to the understanding of channels. In fact, as long as the channels can bring you users, they can be called channels, including your own channels, search engines, social media, other channels, etc. Wherever there are people, it can be regarded as a channel. The quality of each channel and the situations that need to be controlled are also different. The first step in refined operations is to classify and plan the existing channels in your hands and the channels you are preparing to develop. If you don’t even know where your users come from, how can you eventually convert them into ordering users? 2. Scene The user attributes brought by each channel are bound to be different. For the same product, the loyalty to the product will be different if you search for the product name and search for certain keywords. Similarly, there are huge differences in the user attributes of users attracted from Douban and Zhihu. This requires that there be a scenario for users coming from each channel to enter the scene. For example, if the users come from Douban, your entry scene should be more literary so that they can have the motivation to continue to the next process. Users from Zhihu are more rigorous, so your scene may need to be more rational. It is crucial to construct a corresponding channel scene. 3. Product: Each scenario also determines what kind of product is more suitable for them in that scenario. For example, when it comes to tourism, if it is a travel APP, you use a very literary Landing Page to attract a group of users, and the product you recommend to them is a 7-day tour to a mechanized industrial city, which is definitely not as popular as a 7-day cycling tour to Tibet. Isn’t the reason why it is not suitable? For example, a user is running out of data on his phone at the end of the month. At this time, the product you recommend to him is the end-of-month data package of 200M for 5 yuan, which is definitely better than the full-month nighttime data package of 500M for 10 yuan. Although the 10 yuan 500M package is more cost-effective, the next month is coming soon and he will definitely not need it. 4. Decision Before every product is finally sold, the user always has to make a decision. For example, just like TV shopping, radio shopping, and train sales, you have to give the user a huge surprise before he thinks about it, forcing him to make the deal. To give an exaggerated example, the original product cost 8,888 yuan, but now it only costs 888 yuan. If you place an order immediately, you can enjoy an instant discount of 800 yuan. This helps users skip the step of thinking. Impulsive consumption is terrible. Or you can invite your friends immediately to get a 100 yuan discount. These words are often the last straw that makes users make a deal. 5. Done The steps to finally close the deal must be simplified, simplified, and simplified again to achieve success in one step. Congratulations, you are one step closer to success. Many products think that they are finished at this step, but in fact, the final transaction is just the beginning of the next transaction. Following your after-sales service and your logistics, this is often an important factor in determining whether users will choose you again in the future. 4. The difference between user growth and refined operations After talking so much about the characteristics of user growth and refined operations, we can easily find that the biggest difference between user growth and refined operations lies in the difference in the two core indicators of concern. User growth is more concerned with retention and the expansion of user scale, while refined operations are more concerned with conversion and the final transaction results. Of course, both are under the same premise, establishing detailed data indicators and guiding operations according to the corresponding data indicators. User growth is more like the work of a traditional marketing department, while refined operations are more like the work of traditional sales. User growth is more used in the operation of social products, while refined operations are more suitable for the operation of e-commerce products. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @刘奇鑫is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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