How to retain high-value users? Here are some suggestions for you!

The user life cycle of each product is a process of contact - use - abandonment or forgetting. During the user usage stage, effective activation methods can also improve retention , but equally important is to recall users, and there is a common process for recalling users. This article will sort out the operational ideas for user recall.

1. What kind of users are suitable for recall?

Just like new user additions, user churn may occur at any time. When new user additions > user churn, the user stock will increase, otherwise it will decrease. Therefore, while we are attracting new users and increasing retention, we must also pay more attention to recalling lost users.

When recalling users, try to retain valuable users as much as possible. After users come into contact with the product for the first time, we have already screened them. Users who do not meet the needs and are not interested in the product do not need to be reached again. More emphasis is placed on users who leave because of poor product functions, competitive product attacks, etc. These users have already contributed value to the product and are the target users of the product. They are lost only because our products are not good enough or because of the competitive product advantage effect.

2. How to find the user churn cycle

We take the example of finding the user decision cycle of an e-commerce product to teach you how to use data to predict this key indicator that affects user retention .

First, we screen out users who were newly added in September and have completed at least one purchase payment at any time. Assuming that the screening result is 1,000 users who meet this condition, we use this as the benchmark sample.

Next, we screened out the new users in September and found those who paid within 1 day, 2 days, 3 days, 4 days, 7 days, 8 days, and 9 days after they were added.

Assume that the screening results are as follows:

Obviously, the "7 days after adding" is the day with the largest increase in purchase conversion , which is 110 more than the "6 days after adding". However, compared with the number of purchases in the "8 days after adding", the user's purchasing motivation has weakened significantly, which is only 10 more than the previous day (210-200). Therefore, the 7 days after adding may be the user decision cycle of this e-commerce product.

The best recall point is when the user has not completed the purchase within 7 days after being added. Through Zhuge io's intelligent reach function, we send a push message (a novice coupon, or a reminder that the novice red envelope is about to expire) to users who have not successfully paid within 7 days of successful registration, guiding them to complete their first order conversion.

The advantage of this type of outreach is that users can be operated in layers. After all, users within the product are at different stages of their life cycle. Some registered last year, while others registered last week. Accurate operation strategies can be adopted based on the value of each user to the product.

3. How to improve retention

1. Define lost users

Find out what stage of growth inactive users are in, analyze the reasons for their loss, find their loss warning indicators respectively, and formulate different warning plans. At the same time, it is also crucial to maintain close contact with core users. Direct communication with core users can often help us gain insight into the reasons for user churn more quickly.

2. Create a user incentive system

The user incentive system includes positive incentives and negative incentives (negative incentives, i.e. point deductions or other "punishments"). Positive incentives can be divided into "honor incentives", "emotional incentives" and "interest incentives". Common ones include rankings, competition maps, levels, medals, points, social mutual assistance, bonus incentives, etc. The "positive incentive" form + daily tasks + attractive content can better stimulate users to continue to retain.

3. PUSH and activities

Message push and attractive activities are both commonly used strategies to promote activation, but the accuracy, frequency, time period, creativity, landing page , etc. of the push are all important factors that determine the effectiveness of the push. The push should be continuously optimized based on real-time data.

4. Let users drive users

The power of one social sharing is worse than ten thousand times of "Wang Po selling melons". Guiding users to connect with each other is undoubtedly an effective way to increase activity. In addition to optimizing product sharing and invitation experience, you can also display popular pages/functions to suitable users, telling them that this product/service/content has attracted the attention of XXXX people, and use the herd mentality to arouse users' interest.

5. Update versions and functions regularly

Letting the "little red dot" help you make the "strongest push" is also a good way to awaken obsessive-compulsive users. APP developers all feel that each version update can stimulate users to be active for a period of time. Pay special attention to writing the update notes carefully (and act cute and gay at the same time) to increase users' interest in opening the app after the update.

Version iteration description of an online English learning product

6. Traffic Marketing

Those apps that are suitable for "killing time" but consume a lot of data can try to cooperate with data operators and tell users in a domineering manner that "the data charges generated by me have been contracted by me" to see if they can win back users' hearts.

7. Chase to the ends of the earth

Track the transfer path of users after silent loss, and establish channels with high-overlapping APPs to attract silent users back.

Explanation: Zhuge Jun once received a text message from an APP that he had abandoned for a long time, "Do you still remember yourself at that time?" It was heartbreaking

8. Reduce operational interruptions

Some unnecessary prompts, cumbersome operating steps, including inappropriate and frequent push notifications, will all become reasons for users to "quit". The core pursuit is to make it as easy and quick as possible for users to use the product.

Note: The content pushed by Keep is "It's time for me to exercise", "My weekly exercise report", "What is the best way to exercise", "How to make fitness meals", which is user-centric and is a good push case that will not disturb users.

IV. Operational cases of mutual finance scenarios

Goal: Increase the number of high net worth users to 1,000 this month

Target breakdown:

1. Are the number of new users decreasing? Or is it the loss of old users?

2. Monthly net new high-net-worth users = high-net-worth old users at the end of the month - high-net-worth old users at the beginning of the month + high-net-worth new users at the end of the month.

Suppose that there were 10,000 high-net-worth users at the beginning of this month and 9,000 at the end of the month, which means a loss of 1,000 people. High net worth old users = high net worth retained old users - high net worth lost old users. High net worth new users = new trading users who meet the high net worth standards.

Here are two options:

Plan A: Focus on retention and churn

User stratification, based on the RFM model (R (Recency) indicates how long ago the customer's last purchase was, F (Frequency) indicates the number of times the customer has purchased in the recent period, and M (Monetary) indicates the amount of money the customer has purchased in the recent period) and financial stratification (user risk level).

User incentives can be divided into two steps: retention and churn. Retention must take into account the user's continued repurchase. Ordinary users can be reached through red envelopes, and different rewards will be given according to different user levels. In addition, guidance on product forms and services can also be provided, such as smart investment advisors, which can provide content guidance through live broadcasts , telling users how to purchase funds, manage finances , and receive guidance from related financial advisors.

To recall lost users, you first need to screen the user layers and confirm the users of the recall level. Then, design different incentive schemes and return rewards, and distribute high-subsidy red envelopes. Ordinary users are motivated by SMS and PUSH. On the other hand, exclusive financial advisors are used to reach out to historically high-net-worth users.

Plan B: Focus on attracting new customers and transactions

The stratification here is channel stratification, and the user quality of different channels is different. Usually, for new users, most of them start from paying attention to your brand, then installing and downloading to experience the product, and finally completing the first investment (first transaction).

Description: Different interactions and conversions between new users from different channels and products

1. In terms of user attention, more reliance should be placed on brand endorsement. For Internet finance products, most of them use business data to endorse the brand. You will usually see: ** Financial management platform . So far, the platform’s cumulative transaction volume has reached 280 billion, and the cumulative number of registered users is 18 million.

2. Guide users to install and successfully register. It can be guided through the task mode and rewarded through the functional connection of the product. At the same time, rewards are put in front to ensure a coherent process, allowing users to conduct transactions according to logic and quickly guide real-name authentication and card binding.

3. Guide high-net-worth users to convert to first investment. Through exclusive benefits for newcomers, such as the newbie single investment homepage, newbie education, newbie short-term high-yield bonds, newbie cards and coupons, etc. Once a user registers as a trading user, he or she can be verified through card and coupon reminders, novice mark reminders, exclusive investment advisor reminders, etc. After being guided through multiple transactions, high net worth users will naturally emerge.

Description: Set corresponding conditions to filter out high-value users

The above are some methods and key points for recalling lost users . First, determine the standards for lost users; then establish a user churn model to analyze why users are lost and take appropriate measures to remedy the situation; at the same time, let users know that you are recalling them through EDM, text messages, etc.; finally, use novice guidance to familiarize users with product operations again and continue to retain them.

When operating for lost users, it is necessary to find out the real demands of lost users so as to carry out targeted recall. After the recall, through operations, users can be made aware of the core value of the product, thus reducing user loss.

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

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