Teach you how to do user operations in 3 minutes

In this era, whoever owns the users will be the king. Any company, as long as it has a large enough base of users, will have strong derivative capabilities. As long as Penguin's QQ game is produced, even if it is not outstanding, it will still have strong revenue-generating capabilities based on the huge user base. Nowadays, users are the most important part of Internet products. No matter how cool and dazzling your product is, if there are no users to use it, your product is just a piece of trash.

1. Contents that User Operations is mainly responsible for

1. Number of users

• Develop channels - solve the problem: where do users come from?

Common channels include

Android: mobile assistant, application market , mobile phone manufacturer application store , operator application store

iOS: APP store, SyncPush , 91 Mobile Assistant

Web site: Sky, Huajun, Feifan, Greensoft, etc.

Wap sites: l Paojiao, Tianwang, Lexun, Yisou, etc.

• Improve conversion - solve the problem: improve resource utilization
• Reduce Churn - Solve the Problem: User Retention

Establish a user churn model, solve the user churn problem, and make targeted strategies to bring back lost users.

2. Activity

• Activity

It should be interesting or meaningful, and can hold most people (users). It depends on the purpose of the activity, whether it is to attract new users or to keep them active.

• Message Push

Benefits: Improve product activity, drive usage of functional modules, increase user stickiness, and awaken dormant users.

Disadvantages: It disturbs users and users become numb to push messages.

How to do it well?

① Segment the objects of message push and do not push all messages at will

② Respect users and let them choose whether to accept push notifications

③ Infer the time of message push from the scene in which the user receives the information

④ Push content that users are interested in

⑤Determine the frequency of message push based on user usage frequency

• User growth system

Establish a user growth system and give rewards or privileges to users who have been active for a period of time, so that users can feel happy, motivated or have a sense of belonging.

3. Retention

Through user feedback, we continuously improve our products, enhance user experience, meet user needs, and make it convenient for users to use. For example, Apple mobile phones do not solve users’ pain points, but make them easy and convenient for users to use. After all, there are mobile phone manufacturers everywhere, why choose you!

4. Revenue

• User stratification

Manage users in a hierarchical manner. There is no need for strategies for unused users. You don’t need to use the same strategies for paying users for non-paying users.

• Value-added Services

Provide paying users with services that other users cannot enjoy.

• Free Strategy

Free VIP, let users experience.

2. Establish a user system

• According to activity: new users, active users, silent users, lost users, returning users
• According to value: opinion leaders, general users
• According to revenue: paying users (big R, small R in the game), free users

User classification: region, gender, occupation, income, behavior, culture, age, interests and hobbies...

3. User Conversion Model

1. Increase revenue and reduce expenditure

Open Source

Open source is about attracting users

①Retained users = channel 1 (number of users * retention rate) + channel 2 (number of users * retention rate) + channel 3 (number of users * retention rate)

② Improve channel conversion

Taking Xiaomi App Store as an example, the influencing factors include: first release , product recommendations, special events, advertising space, etc.

Throttling

Saving money means reducing loss

① Timely communication of product information, such as promotional activities

② Quickly handle user suggestions, feedback, questions, etc. and establish a customer service team

③ Provide necessary usage assistance, such as guidance on how to use new functions

④ Intimate services for core users, such as advance notification of activities, priority experience of new features, offline gatherings, etc.

2. Improve user activity

To improve activity, you need to constantly remind users of the general process:

① Build channels: First, push within the software and send SMS reminders to keep the channels open to avoid errors during use; second, establish a user growth system, the most common of which is the user membership system.

② Find out the reason why users open the app: customize push content based on user habits to avoid harassing users.

③ Let users open: grasp the opportunity, push in key scenarios, push through multiple channels, and ensure the reach rate. Taking takeout as an example, you can eat at 12 noon and push new product recommendations from 10:30 to 11 o'clock to avoid disturbing users.

④Activities: Organize some interesting H5 activities and add relevant discount information to lure users with benefits.

3. Increase revenue

Means: ① Differentiated experience, value-added services (various memberships);

②Payment channels, multiple means and multi-level experience, such as weekly membership, monthly membership, quarterly membership, annual membership, lifetime membership, etc.;

③ Maintain value, explore users' deeper needs, and try to be meticulous;

④ Provide free trials to let users experience the benefits of value-added services. When users get used to it and enjoy the value-added services, their consumption will increase. It is common in games to give daily VIP members the ability to kick people out, or to give them special equipment that can be used within a few days, or some essential items that speed up upgrades, etc., so that users feel that it saves time and effort and they can also show off.

4. User Maintenance

Getting close to users, satisfying users, caring for users, and doing it with heart is what Yang Kun often calls "being sincere".

1. Conduct user research anytime and anywhere. Through user surveys, we need to understand and respect users’ suggestions, understand and refine users’ needs, let users participate in the design of products and operations, and reflect the refined user needs in the products.

2. Pay attention to user feedback and suggestions every day. Issues collected from WeChat public platforms, Weibo, forums, Tieba, QQ groups, WeChat groups , feedback within the APP, etc. should be handled in a timely manner and help should be provided to cultivate emotional connection between the product and users. It is best to provide an answer as soon as possible. This is a simple yet not easy job. You need to have your own professional customer service team to serve users who are willing to communicate with you. Only such users can become your core users.

3. Get along well with users. Find non-staff members among active users who are willing to provide feedback, promote products, and respond to any activities as soon as possible. With the help of this group of users, we can build good APP content; before the new version goes online, let this group of users test it first, collect feedback, and make improvements in a timely manner to help product development.

Care for users, get along well with users, create content and do everything with heart, pay attention to every detail, the product will grow together with the users and bring unexpected benefits to the company.

APP Top Promotion (www.opp2.com) is the top mobile application promotion information sharing platform in China, focusing on Apple and Android application promotion and operation methods , experience and skills, channel ASO optimization , and App marketing information free sharing. Welcome to follow the official WeChat account (appganhuo).

This article is compiled and published by APP Top Promotion. Reprinting must include a link to this article. Violators will be held accountable.