To carry out refined operations, start with the "User Stratification Cohort Measurement Table"

Key points:

1. Clarify the core focus indicators of each department: break down the goals and enhance the efficiency of data circulation within the enterprise;
2. Build user portraits and design growth strategies: Based on user behavior data and the same group measurement table, through vertical layered operations , explore the key to user level status transition; horizontal status monitoring, phased design activation and recall plans.

Identify the core concerns of each department

The above picture is from last week. Based on the 2A3R model, we divided the user life cycle into acquisition, activation, retention , revenue, and communication. We matched the model with each stage of the user life cycle and sorted out specific indicators based on business characteristics (click here to review the analysis process).

Align the business with the goals of each department of the enterprise, namely:

• The marketing and promotion department corresponds to the data indicators of the acquisition stage;
• The operations department covers all stages from activation, retention, revenue to communication;
• The product department has an overall control over all indicators from the aspects of the availability of functional implementation and user experience, but priorities can be set in stages according to the product stage to gradually resolve them.

However, if each department focuses on its own indicators, they still cannot concentrate their energy together. If they want to form a synergy, they can unify everyone's goals through the user value stratification cohort measurement table . Taking the key indicators of the proportion of registered evaluators, the proportion of new investors and the proportion of repeated investors as examples, this article explains how to use this cohort measurement table for user value stratification .

It's much easier to gather opinions from different departments when there's a chart that assesses the growth status of the overall product. See the figure above, which shows the data visualization of user value stratification based on cohort analysis:

1. Registered evaluators are blue, novice investors are yellow, periodic reinvestors are orange, and lost users are red. The different shades of red and yellow are to differentiate the quality while stratifying;
2. Each column represents all new users added during a certain period of time;
3. Each color represents the proportion of each type of valuable users to the total number of new users at the time of viewing this table. That is, when viewing this table, each column represents the proportion of all new users converted into users of each level on that day.

In this way, you can measure the current health of your product :

• From a vertical perspective, clarify the user conversion status at each value stage;
• From a horizontal perspective, it is clear whether there has been a gradual improvement. The above figure shows a relatively fluctuating state. This is because the early operational activities were strong, but the new volume was relatively small, so the fluctuations were relatively large. The reason why the blue part on the far right is so long is because the blue represents registered evaluators, and the ones on the far right indicate they have just been added and have not yet been lost, so their proportion is very high.

The "User Stratification Cohort Measurement Table" concentrates on the status of user groups of different values. The user groups that each department is responsible for are reflected in this table. This table can be used to discuss data fluctuations and how each department should work together to bring greater value to users and make users like using the product more.

On the whole, the main goal of marketing promotion is to continuously bring in more accurate users and monitor user quality indicators; operations mainly focus on investment conversion and repeated investment, monitoring and analyzing data , and continuous optimization; the design of financial products revolves around how to get users to make additional investments to design strategies; the product department continuously iterates products around meeting user needs, achieving profits, and long-term ease of use, stickiness and experience.

By breaking it down in this way, the goal will be clear, and then we can work together around the company's common value at that stage to enhance the efficiency of data circulation within the company, thereby bringing greater value.

Build a profile and design a growth strategy

User portrait describes the target user group as a virtual user, giving a more emotional perception of the user.

User portrait, if defined below, is a highly summarized and refined virtual character portrait based on the user's own attributes, scenario needs and goals, and behavior pattern characteristics. For example, the user portrait of a novice user of a financial product on the right side of the above picture:

• User attributes: 25-35 years old, white-collar worker or above, annual salary 80,000-150,000 yuan;
• Behavioral characteristics: They are relatively sticky, with more than 3 visits per week. They are particularly sensitive to information about returns and security, and are in the stage of purchasing financial products.
• Scenario requirements: Since it is the first investment, the security and profitability of the platform are being verified; at the same time, since the first investment is often a short-term product, if you have a good impression of the platform, you will generally compare the returns of other products and prepare to continue investing.

Imagine if we had such a user portrait, wouldn’t it be more practical and down-to-earth when designing growth strategies? In fact, at work, the problems we often encounter are numerous, complex and trivial, and are easily drowned out by specific affairs.

For example: the original intention was to allow new users to better understand the product, and then recognize the value of the product and bring about retention. However, in the process of copywriting, the copy conveys points that only senior users can understand. Such activities will inevitably fail to improve the retention of new users, because the "user portrait" is wrong. It is very likely that the operation is designed for "those senior users in your mind", or even the operation strategy is designed based on yourself as the role prototype. These are mistakes that are easy to make during the operation process.

At this time, it is necessary to match the "user portrait" with the specific work content, so as to better meet user needs and bring an experience that exceeds user expectations.

First, users with characteristics at each value level can be divided and clustered through conditional judgment, and their own attributes and behavioral characteristics can be analyzed. In addition, scenarios can be interpreted in combination with the business. In combination with telephone surveys, users can be better understood and a more accurate user portrait can be formed.

Persona profiling is a very difficult and demanding job, because traditional research is completed through observation and communication between people. Users' usage environments and scenarios are different, so researchers need to have high qualities to discern information and finally form effective conclusions. However, as data collection capabilities have become increasingly powerful in recent years, creating user profiles based on user behavior data is more direct and efficient.

Once you have user portraits of users at different value stages of your product, how do you design a growth strategy? Here’s a general direction for everyone – “User Value Stratification Cohort Measurement Table”.

1. Vertical layered operations to explore the key to user level status transition

For example, we need to find the key points that convert users from registration evaluation to novice investment, thereby upgrading user value. For example, new user guidance is particularly important in financial products. By pushing trustworthy information and investment guidance to new users who have not viewed property safety-related content within a day, it can better help users overcome confusion and make investment decisions faster.

2. Horizontal status monitoring, phased design activation and recall solutions

As time goes by, users inevitably enter a silent state. Once signs of silent loss are found on the graph, information related to the content viewed by the user can be pushed based on the user's behavioral characteristics, and the recall effect will be better. But if you remain silent for too long, you will miss the best time to recall.

Analysis is only a means. The fundamental goal is to drive enterprise growth through data . The core demand of enterprises is to improve efficiency and reduce costs. Therefore, for refined operations, it is first necessary to build an indicator system based on the business characteristics of the industry in which the enterprise is located. This is an important step in "letting data serve business growth". At the same time, allowing data to flow efficiently between departments can greatly improve communication efficiency, so that each position in the enterprise has clear core focus indicators and goals, and ultimately form a growth synergy.