Three steps of product operation: attracting traffic, retaining users, and being active

A very good single male friend of mine once made this bold statement after drinking: To pick up girls - those of us between 20 and 30 have to focus on it, those of us under 20 have to keep trying, and those between 30 and 40 never give up; it was just a joke at the time, but later I would often think about it at work, and perhaps it contains a hint of relevance to the work of a product manager .

There is a seemingly simple operation trilogy that all product managers are working hard for:

1. Make a product that attracts users;
2. Retain users through operations;
3. Keep users active on the product.

The principle of operation lies in "users". We rely on users and closely revolve around users. Therefore, operating a product ultimately means operating users. So, how do users operate?

1. View the user from the front and side

[People born in the 1960s and 1970s introducing a date to someone]: My relative has a daughter, she’s 28 years old, works in a state-owned enterprise, lives in Shanghai, she’s a nice person, would you like to meet her?

Keywords: age, region, occupation

[People born in the 80s and 90s introducing their partners to others]: I have a friend in Shenzhen, a long-haired beauty born in the 90s, an absolute goddess, 168cm tall and with a great figure, works for a foreign company, has a house and a car, and is a typical foodie. When can we meet up for dinner to get to know each other?

Keywords: age, region, physical characteristics, income, interests and hobbies

——Users in the front view ( product operation ) are universal, highly similar, or roughly divided, with no obvious personality differences; while users in the side view (user operation) are mixed, mixed, and bizarre; just like the current online terms to describe women: Lolita, Queen, Queen, Soft Girl, Female Man………

Looking at users from the side is the entry point to user operations. How to correctly view users from the side requires rich data support:

By cross-classifying the attributes of the user feature library, we have a comprehensive user portrait.

Based on data, with a clear user portrait and combined with product positioning, we can firmly lock in core users. Can we attract users to our products through excellent marketing methods? Does this mean that we will succeed?

2. The user life cycle in the product

Throughout the human life span, most people experience the same triggers:

Conventional paths: such as birth, study, work, marriage, childbirth, etc.;

Frequently triggered paths: such as eating, getting sick, traveling, etc.

Similarly, products also have the same set of user lifecycles, such as games :

Conventional path:

Users will trigger different scenarios along the product experience path, which will lead to different results. The most common situations are increased activity, payment, decreased activity, and churn. When this happens, product operations will formulate universal operational measures to intervene based on the data performance of the overall product market. In the game dimension, product operations will generally stimulate changes in overall data through marketing activities for overall users such as recharge, activity, and return.

But the fact is that each of us is different, just as there are no two identical leaves in the world. For example, when we study, when we get married, what job we do, what we like to do, the seemingly consistent life choreographies have their own unique splendor. User operations should be targeted at this, and that’s the difference.

3. What should user operations do?

We need to do two things first

1. Categorize active users in the product by different attributes

2. Observe the performance of different user groups in the product experience path after classification

Here is a concept map:

Let’s discuss how to extend the user life cycle, increase user value, and feed back product value.

User lifecycle management model under big data (precise intervention CLM)

Based on big data, data monitoring of different groups of users can be achieved, and users who need to be influenced can be identified.

In the paths that users frequently trigger, design operational content to intervene in the user's gaming experience.

Continue to track users’ performance in the product after intervention, and provide feedback to promote product content upgrades.

Expand the scenarios of user reach channels, gradually improve the content of user intervention, and increase the success rate of user intervention.

4. How to measure the value of user operations?

In the early stage, AB testing can be used to observe whether output comparison of user operations is carried out. In the later stage, the scope of user operations can be expanded by continuously expanding channel capabilities and operational capabilities, extending the user life cycle in the product, and expanding the value of user operations.

Products should be based on users, and operations should revolve around users. User operation is like Chinese medicine diagnosis and treatment, which starts with observation through observation, and then intervenes with medication to achieve the effect of curing diseases and maintaining health. The attitude of user operators should be as mentioned at the beginning of the article: no matter what stage the product itself is in, we will not give up or abandon any type of user.

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