How to improve product activity? There are these 6 operating routines

In fact, I haven’t used QQ to chat for a long time since WeChat came out.

The space diaries and personal signatures in my memory are no longer updated, and QQ today is no longer the same as before. Various membership privileges and centimeter shows have made the product very heavy.

However, I will still open QQ from time to time, click on "Say hello", see which friends' birthdays are coming up soon, and then click on "Send birthday wishes" to send birthday cards to my friends. It feels very ceremonial. In this age when everyone is impetuous and human relationships are scarce, a birthday card can also convey some warmth.

The QQ birthday reminder function has kept me from abandoning QQ and kept me active. In other products, we can also see some other operational methods to increase user activity.

So, let’s take stock of the operational methods that can promote activation.

Sometimes, what impresses you about a product is not its core function but its special features.

For example, when it comes to music products, 80% of my time is spent listening to music on NetEase Cloud Music and QQ Music. What impresses me about NetEase Cloud Music is its personalized recommendations and song reviews, while what impresses me about QQ Music is its rich copyright content.

The other 20% of my listening time is occupied by Xiami Music, and what impressed me was the "offline music package ".

Many people listen to music on their way to and from work, whether on the subway, bus, or Didi . Xiami Music has insight into the user pain points in this process. Listening to music in the absence of wifi will consume data traffic .

Xiami's offline music package solves this pain point. Xiami will automatically cache 1 hour of songs for you when using WiFi, so that you can listen to fresh songs while commuting.

Similar features like drifting bottles, birthday reminders for QQ friends, and reading time on WeChat Books that can be exchanged for book coins are all very attractive product features.

The special features of a product are often a good way to promote activation . As long as a certain function of a product is unique, users will always keep it in mind and come back often to check it out, contributing to our KPI .

People-oriented games, games make life better.

The fun, timely feedback, show-off, challenge and other mechanisms of the game can easily make users addicted to it, so more and more operational activities have also added gamification elements.

For example, following the Ant Forest environmental protection charity campaign, Alipay launched Ant Farm.

Everyone can adopt a chick, and by raising the chick, they can make the chick develop "love", and by collecting 5 hearts, they can donate love. For every 715,000 pieces of love raised by Ant Farm, a child with congenital heart disease from a poor family can receive medical assistance.

What I have to do every day is to collect the feed bags and use them to feed the chicks, so that they can continue to generate "love". I also have to drive away the chicks that come to steal the feed. It is very interesting.
So how do you get feed? You can receive feed every time you pay in store, pay online, or make a donation.

I used to pay with WeChat , but now I use Alipay to pay every day just to get feed for chickens. Ant Farm is actually an operation to promote payment activity, adding charity + game elements to attract user participation.

A good friend shared a case in which the product he operated was a tool -type product. Users left after using it and the frequency of opening it was very low. In order to increase user activity, he organized an activity called "Sign in and win an iPhone 7". Users could draw a prize once a day by signing in, which attracted many users to participate in the prize draw every day.

The main function of sign-in is to promote activation. Continuous sign-in will make users form habits and increase user stickiness.

Some people sign in every day to get material rewards, such as game coins, points, lottery opportunities, etc.; some people sign in to get spiritual motivation, such as higher levels, more user privileges, being on the sign-in list, and showing their presence, etc.

I sign in to Honor of Kings every day, and it has become a habit.

As a non-RMB player, I have never paid for Honor of Kings, but it does not affect me from buying any hero I want. By continuously signing in every day, completing tasks, etc., I can accumulate enough gold coins. Signing in only takes a little time for me, and I can often get surprise gift packages if I sign in continuously.

Later, even if I didn’t play the game, I would sign in every day.

Push changes the world because it makes people lazier. This is what Zhang Xiaolong said on Fanfou .

With the popularity of short videos , my mobile phone has installed short video products such as Kuaishou , Miaopai , Meipai , Huoshan Video , Xigua Video, and Pear Video. The content of short videos is not much differentiated.

What determines which short video product I open is "push". I will click to watch the push whose content and title attract me more.

In this era of information explosion, users are becoming lazier and lazier, and they open no more than 10 products every day. Therefore, good push notifications are very important. You need to send invitations in appropriate scenarios to remind users that it is time to come to you.

Doing a good job of push notifications can not only increase daily activity and meet daily and monthly activity KPIs, but also wake up dormant users and increase user stickiness.

So what makes a good push?

Push notifications should meet user expectations. I have seen too many " clickbait " type push notifications. I clicked on them but found that the content was far below my expectations. After a few disappointments, I would choose to leave. So please be more sincere and less routine.

Push notifications should be personalized. Each user has different needs, usage scenarios, and concerns, so different users need to be stratified and different push times, frequencies, and contents should be set.

A friend from a gaming camp told me that they had an event every week to give away free iOS paid game accounts. They bought up paid games from the Appstore and distributed them to gamers on a time-sharing basis. Many players participated in this event.

Free is the simplest and most effective way to promote activities.

For example, ofo shared bicycles have adopted activities such as free rides on weekends, no deposit required, and free rides for a 1 yuan monthly pass, using free services to attract many users to ride.

Some people know that burning money will not increase competitiveness and users will leave after the subsidies are gone, but subsidies can make the data look good in the short term, so that they can continue to raise funds and burn out competitors.

For example, there is a free area that is updated regularly every day so that users who do not subscribe to the paid column can also hear useful information and prevent loss. In addition, Luo Pang will also share articles from paid columns from time to time, using free paid articles to attract users and make them want to pay after reading them.

There are two barbecue restaurants near the community. I take turns going there for midnight snack. The taste is similar, but the business of the two restaurants is very different. Store A is often full of people, but Store B has only a few customers.

Later, I found that the difference in activity between the two stores was due to the different sense of participation they created .

When eating skewers at Store A, I found that the boss was very familiar with every customer who came to eat skewers. He would chat with them with a smile on his face and often give you free beer and skewers. This store has also set up a WeChat group . The boss invited all regular customers to join. He sends out red envelopes and store coupons in the group from time to time. He also lets everyone vote for "resident singer" and "new skewers". It is very participatory and the people in the group are very active and cooperate with the boss's activities.

In contrast, there is no so-called sense of participation when eating skewers in Store B. You just leave after eating and forget about the boss.

One time, I specifically talked to the owner of Store A about his business philosophy. He said that the key lies in word of mouth, and word of mouth comes from a sense of participation . 80% of the customers who come here to eat skewers are residents living near the community, so we have to make friends with them and let them participate in some store decisions. Only by providing good service can we attract repeat customers.

When talking about a sense of participation, people will think of Xiaomi, but I have never seen a product that can provide a better sense of participation.

Products with low activity can be improved through some operational methods , but this is also based on the premise that the product has a good user experience , can solve pain points, and bring value to users. So, be more sincere and less routine.