To do a good job in user operations, you need to start from these 6 aspects!

In the era of fan economy , the more users you have, the stronger your ability to open up the market! Any company, as long as it has a large enough user base, will have stronger derivative capabilities. Think about Tencent’s products. Although not all of them are successful, they still have a strong influence based on the huge user base.

People often say that the essence of e-commerce can be summed up in seven words: products, traffic, and conversion rate . Good user operations can effectively increase traffic and conversion rate. It can be seen that user operation is the most important part of Internet product operation . Let’s talk about how to do a good job in user operation of Internet products.

1. Acquire new users from different channels

To do user operations, you must first acquire new users and solve the problem of where the users come from. We should try to acquire new users from different channels to avoid the risks caused by a single source of new users in the future.

• Android/iOS App: App Store, application market /store, mobile assistant, App advertising alliance , social media advertising, own website, offline advertising, soft articles, resource exchange, etc.
• PC site: URL navigation, search engine, traditional advertising alliance, soft articles, resource exchange, etc.
• Mobile site: URL navigation, search engine, mobile advertising alliance, social media advertising, offline advertising, viral communication activities, soft articles, resource exchange, etc.

The above-listed channels are only some of the channels for acquiring new users, which need to be continuously expanded and supplemented in actual operations.

2. Improve user retention rate

Starting from the step of acquiring new users, you should think about "how to improve user retention rate ", such as: using benefits to induce new users to register, optimizing the registration process and registration experience. It should be noted that users should be encouraged to leave their contact information, such as mobile phone number, email, WeChat contact information, follow WeChat public accounts , follow Weibo, etc., in order to carry out secondary marketing .

In addition, it is also important to choose promotion channels related to your own product positioning and participate in promotion activities on various channels. This will help improve promotion efficiency and reduce promotion costs.

Through user feedback, we continuously improve the product experience, meet user needs, and make it more convenient for users to use. The specific measures are as follows:

1. Communicate product information in a timely manner, such as promotions, new features, etc.;
2. Quickly handle user suggestions, feedback, questions, etc. and establish a professional customer service team;
3. Regularly collect user feedback, analyze user data, and quickly iterate and optimize products;
4. Provide necessary usage help, such as new function usage guide, FAQ, etc.;
5. Intimate services and care for core users, such as advance notification of birthdays and holiday events, exclusive discounts, priority experience of new features, etc. This needs to be done on the basis of establishing a user system, which will be mentioned next.

The iterative updates of Xiaomi's MIUI system fully reflect this thinking.

3. Establish a user system

In order to carry out targeted marketing to users and give them a sense of belonging, it is necessary to establish a complete user system. User classification can be distinguished from the following dimensions, and each user can be labeled accordingly.

• Divided by access activity: new users, active users, silent users, and returning users;
• Divided by user value: opinion leaders, ordinary users;
• Divided by average order amount: more than y yuan, between x and y yuan, less than x yuan;
• Divided by order frequency: 0 orders in the past six months, 1 order in the past six months, 2-5 orders in the past six months, etc.;
• Classification by user attributes: region, gender, birthday, occupation, industry, income, behavior, culture, age, interests and hobbies, etc.

The above only lists some of the dimensions for dividing user types. Different industries and platforms have different ways of dividing users. A complete user system should be established based on one's own industry and platform capabilities. When the user system is mature enough, we can conduct precision marketing to users and make intelligent advertising recommendations to users through big data.

4. Improve user activity

Constantly plan and organize different forms of activities to induce users with benefits, keep users paying attention and increase activity. At this time, users need to be informed of the news through various channels, and message push is the most commonly used method.

Common message push methods include: SMS, WeChat public accounts, App notification messages, and Weibo fan services. It can quickly improve product activity, drive the usage rate of functional modules, increase user stickiness, and awaken dormant users.

But it is a double-edged sword. If used improperly, it will cause harassment to users, and users will become numb to push messages over time. So how do you push messages?

1. Segment the message push targets and use the established user system to push messages in groups instead of randomly pushing messages to all users.
2. Respect users and let them choose whether to receive push notifications;
3. Infer the message push time from the scenario in which the user receives the message;
4. Find reasons for users to open the app and push content that users are interested in;
5. Determine the frequency of message push based on the user's usage frequency;

In addition to planning activities and pushing messages, you can also establish a user growth system to activate user enthusiasm and increase product activity. Specific measures include: daily points check-in, user levels with social attributes, daily specials, and giving F codes to actively interacting users.

5. Improve conversion rate and increase revenue

In user operations, in order to improve the conversion rate, it is necessary to manage users in layers and use different marketing strategies for different users. For example: small gifts are given to users with high purchase frequency, big gift packages are given to new users when they place an order, special offers are available to old users, you can participate in a lucky draw with a 100% chance of winning when you spend xx yuan or more, coupons are given for limited time purchases, buy early and save early, and get discounts when you spend a certain amount, etc.

Dig deeper into users' needs and provide paying users with value-added services that other users cannot enjoy. The longer the payment period, the cheaper the price. This aspect is fully reflected in various membership systems such as Weibo membership and QQ membership.

6. User Maintenance

1. Conduct user research anytime and anywhere, and analyze user data regularly. Fully understand and respect users' suggestions, understand and refine users' needs, let users participate in product and operation design, and reflect the refined user needs in the product.
2. Collect user issues from multiple channels such as WeChat, Weibo, forums, Tieba, QQ groups, etc., handle them in a timely manner and provide help to cultivate emotional connection between products and users. It is best to have your own professional customer service team that can answer your questions as soon as possible. Provide good services to users who are willing to communicate with you. Only in this way can users become core users.
3. Get involved with users and tap into non-staff personnel among active users who are willing to provide feedback. With the help of this group of users, we can build good product content. Before new versions and new activities are launched, we can give this group of users priority testing, collect feedback, and make timely improvements to help product development.

By paying attention to every detail, the product will grow together with the users and bring unexpected benefits to the company.

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