Advanced Operations: 5 Ways to Activate User Activity

User loyalty is always a hot topic discussed by operations personnel. We have tried every possible way to retain users, but they still lack loyalty. In fact, user churn is a very normal thing. No product can satisfy everyone. In operational work, the key is to maximize the rate of attracting new users and reduce the churn rate.

1. The key points of user loyalty

I believe that users have no loyalty. Without any interest binding, users have a high degree of autonomy. They will choose products that benefit them the most, and will pay less and less attention to products that are used infrequently or that have little obvious interest. Therefore, I found that a way to understand [user loyalty] is that whether the user is loyal or not, the word [degree] is the key. In other words, users are loyal to the product during the time they pay attention to it, and this loyalty comes from their demand for and interest in the product. As user attention cools down, the focus of operations is to optimize the product's impact on users, extend the duration of attention, and reduce user churn.

2. Set the observation point of [degree]

Regarding user usage data, I found that when users pay attention to cooling down, they always leave some data information, which provides us with some reference clues. These clues, sorted out by our operations staff, can clearly create a user cooling portrait and provide strong support for user operations .

Observation points for user settings:

1. Users are beginning to show signs of reducing the number of operations they perform.
2. The origin of this user.
3. The user's region.
4. The sections and information that this user pays most attention to during the active period.
5. The cooling down is probably due to revisions or upgrades that affect user usage.
6. Users’ recharge and consumption of products, as well as the flow of funds within the products.
7. Cool down users’ acquisition of new users\share user feedback.
8. Cool down the users’ feedback from new users and shared users.

3. User cooling solution

User cooling down can be divided into two states: one is the user who is cooling down (the degree of attention continues to decrease), and the other is the user at 0 degrees. Different solutions are needed for different users to reactivate user attention.

4. Cooling down user activation

There is a very obvious characteristic of the cooling-down users, that is, the frequency of use of the users has dropped significantly compared with the previous cycle. At the point of obvious change, the cooling-down users have a significant decline in or even refuse to browse the pages they frequently browse. When there is such a reaction, it is nothing more than the following situations:

1. After the page is upgraded or modified, the user's interest level decreases;
2. The page content is too long or there is no new content iteration;
3. The page content has required breakpoints;

In this case, the way to activate users is basically to update content or increase content continuity, and rekindle users' usage psychology through client push. Use this as a turning point to provide continuous content transfusion to ensure user usage frequency.

5. Thoughts and methods on 0-degree user activation

(1) Thoughts on 0-degree user activation

We can think of 0-degree users as users who have given up using the product. At this time, as an operator, the activation of 0-degree users cannot be stimulated by updating or adding content. The reason is that the attributes of 0-degree users towards the product have changed. More of their attributes are forgetfulness, lack of interest, and difficulty in achieving goals (so they give up). At this point, even if you use data to analyze user preferences and activate users through preferred content, you cannot bring users back to use your product. When you encounter this problem, the first thing to do is to analyze the attributes and countermeasures.

1. Forgetfulness: Users will forget about a product if they do not use it for a short period of time. Regarding this attribute, I personally think that the best way to make users remember your product is to play the emotional card, because forgetfulness is a property that users generate when they do not use it. However, for users, when they see keywords and brands, most users will remember that they have used it before.
2. No interest attribute: Users are interested in the product when they first start using it, otherwise they will not have a cycle of using the product. Therefore, the user’s previous interest points are also an important key element for activating users now;
3. Giving up due to difficulty in achieving goals: It is difficult for users to achieve levels ( games ), equipment (games), redeem points, obtain benefits, etc. because the product setting process is relatively difficult to achieve. This is, to some extent, a flaw. But I think it is also very easy to achieve. Often the problem lies in the fact that the goal is too big and too far away. When the product activates 0-degree users, you can set a return reward. This reward can be a phased reward or a reward that is difficult to obtain in order to achieve the goal.

(2) Methods for activating 0-degree users

Most of the 0-degree users are users who no longer own the product, so for this situation, I prioritized the activation channels .

1. Register for SMS push (MMS)

The registered mobile phone number is usually the one that the user uses most frequently. Therefore, SMS push is the method with the highest reach and efficiency to activate users. The opening rate of SMS is also very high. However, the cost of MMS push is also the highest among these activation channels. Whether to use MMS push is something that the operator needs to consider.

2. Public account message push

Generally, users will directly respond to whether they use a product. Even if they do not use the product, they will not unsubscribe from the official account out of the blue. Articles on the official account can also be shared and forwarded, which has the widest dissemination range and is very low in cost. Therefore, the message push of the official account has a relatively high arrival rate, and the information description in the official account is very detailed. If the user's pain points are understood, the return rate of activated users relying on this channel is also very high. The disadvantage of public account push is that the opening rate is relatively low.

3. Register for E-mail push notifications (EDM)

EDM is one of the main marketing channels and is very useful for activating users. The advantage is that mass messaging can be achieved with a single operation and the activation cost is relatively low. However, it should be noted that the frequency of use of E-mail for ordinary users is very low, and there are very few users who can actually view activation information through EDM.

However, I would like to give you a suggestion here. Although the opening rate of E-mail push is very low, as an operator, you can use EDM in a classified manner. We should not forget that QQ mailbox is bound to QQ and WeChat . If users use QQ mailbox to register products, then your push information is likely to be received by users when they are using QQ and WeChat. The opening rate of QQ (mobile version) and WeChat mailbox information is equivalent to that of QQ WeChat information.

4. Fans exchange group\activity communication group (IM)

Products that generate traffic generally have their own fan groups or activity groups (hereinafter referred to as activity groups), which interact with users through QQ or WeChat channels at all times. When users are not using the product, they will not leave the group because of the relationship between friends in the group. In this way, pushing information in the activity group is very simple and crude, and the cost is extremely low. Therefore, information push of activity groups is also a very important channel. The disadvantage is that most products do not have their own activity groups. Since the cost of community maintenance is relatively high, many companies do not have dedicated personnel to manage and maintain them. (If you want to learn more about community operations , you can follow Wosh IP M's various fan groups, which are all on Renren's homepage!)

5. Push information within the product (App)

The reason why in-product push is placed in the 5th place is that the probability of 0-degree users using the product is not high, let alone activation. It’s just that this channel has the lowest cost. If you think carefully, it is recommended not to forget this channel.

VI. Conclusion

Nowadays, there are many different types of Internet products and countless similar products. It is no longer the era where traffic will come naturally once a product is launched. What is even more obvious is that product differentiation and specialization can make users more interested in it, whether it is product iteration or optimization and upgrading, just like a harem TV series, you don’t know how many people are working on your "article". In this Internet market where the demographic dividend is no longer in competition, service has become the main focus in pleasing users, and profits must give way to users. We must never reach the point where "the mountains remain, but others try to climb them."