Sharing APP operation experience, 6 ways to increase user activity!

How to maintain and increase activity and improve conversion rate ?

I believe this is also the point that everyone in product operation pays attention to.

Before we begin, let me first do some research~

What is activation?

Activation promotion refers to increasing the activity of users retained on the platform after establishing a stable customer relationship with old customers.

Zombie fans are useless. Only active users can create value for the platform, thereby consuming on the platform and bringing benefits to the platform. There are many things that can be done here, including but not limited to building user models, recovering silent users, creating and improving user incentive systems, etc.

What do you need to know before promotion?

When attracting users to the product, we must first establish basic data monitoring and segmentation and label users.

Know why these users enter this platform, understand their preferences, etc. In order to promote activation, in addition to conducting periodic data analysis based on user tags, before promoting activation, you need to know what stage of users you are facing. Integrate with the user's life cycle. Develop plans based on the life cycle of tags, data, and users.

The user life cycle can be roughly divided into three nodes:

• Potential user period
• Active user period
• Silent user period

Different user life nodes have different means of increasing user activity.

• During the potential user period, a reasonable mechanism should be designed to promote the conversion of users from potential users to active users;
• During the active user period, we need to design and improve the incentive system from the user's perspective to extend the user's active period;
• During the silent user period, we will make greater efforts to awaken and care for silent users and delay their silent period.

Based on the nodes, determine the key points of each step to ensure targeted operations . Utilize the statistical function of the background to push targeted copywriting and formulate targeted activities according to the demand level. Users can be continuously screened through repeated activities and copywriting screening.

What are the means to promote vitality?

Targeted messages

Messages are an important way for products and users to communicate. The delivery of messages must be precise enough, and targeted messages should be delivered to user groups.

Care is customized for a specific group of people, and this characteristic will be lost if it is delivered to all users (including men). Users will not be interested in messages that are irrelevant to them, and it is easy to lose users. Many products are private one-to-one ports. When marketing is carried out, it must be "you and me" communication. When the user feels that you and he are friends or even relatives communicating alone, it will definitely increase user stickiness, which will also increase user activity.

Set up mini games

To increase user activity, you might as well set up some interesting mini-games that fit your brand. By playing the games, customers can get discounts or coupons as rewards. Then, whenever customers want to play the game or need these discounts, they will be attracted to come to you actively.

Develop novel features

In addition to the practical functions that the product already has, it is also necessary to develop novel small functions to attract users' attention and increase their activity.

For example:

A certain product often shares news about current affairs, and sometimes some of the news is quite sensitive. It is easy to be deleted. In order to avoid this situation and arouse users' curiosity, they developed a "burn after reading" function. Each message can only be read once a day and cannot be shared. The second click will show "burned". This way, users will want to "swipe" from time to time. Users naturally become "dependent" on this public account, and not being able to share also avoids the risk of sensitive news.

Set up topics for users to discuss

UGC is an important way of operating Internet content. UGC (User Generated Content) is user-generated content.

Users are not only browsers of online content, but also creators of online content. Users display their original content through the Internet platform or provide it to other users. Allowing users to decide the method of the activity, the prizes of the activity, etc. can increase user participation. Because I participated in setting up the event, my enthusiasm for participation and sharing naturally increased greatly.

For example:

Before the event was launched, a push notification was sent out, which asked users what they most wanted as a prize for the event. This question triggered a large number of discussions among users and activated many usually silent users. When the prizes of an event are what users like, the participation in the event will be high.

We can also use UGC in product operations:

• Set topics for users to discuss. The discussion place can be a discussion area or a WeChat group .
• Then collect users’ discussions and make them into push notifications.
• Users will be keen to forward such messages, which not only increases exposure but also increases product stickiness and user activity.

Long-term daily promotional activities

When the consumer group of a product has not formed a long-term stable repurchase pattern, a long-term discount promotion can be used to attract users to try it.

For example: if you hold a big promotion every Tuesday, when users find that they can really get benefits, they will become dependent on your platform and will actively look for you every Tuesday.

When users get used to this time node, publishing other activities or pictures and texts around this time will achieve very good results.

Plan attractive non-routine events

In addition to ordinary daily activities, some non-daily activities should also be planned to stimulate users and increase their activity.

First of all, you need to understand a few questions: Is the purpose of the event for direct sales? Or indirect sales? Is it to increase brand awareness? Or is it simply for the number of users? Is there any holiday marketing during the event? Who are the target users of the activity? Where is the activity delivery path? Are the activity resources ready?

By formulating activity plans, activity copywriting, activity personnel division of labor, activity overall schedule and daily schedule, etc., and clarifying the ideas of the activity, it is really not difficult to acquire users. It is best to set a participation threshold for such non-routine large-scale activities.

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