How can an APP application product retain users?
| More and more companies can develop their own apps, and can even develop several apps at the same time. However, what determines success or failure is not how many apps they make, but whether they consider their own app strategy before doing so. Have the target consumers been identified? Is his purpose of using the APP determined? Have you decided on a method to keep him here for a long time? Many of us often use APP applications by downloading and installing them through some accidental channels. They are commonly known as passive users. For this type of APP users, a survey shows that there is only a 20% retention rate after 4 months and only a 4% retention rate after 12 months. This makes building a long-term successful application a difficult task. Nowadays, successfully creating an APP and allowing it to survive for a long time has become the goal that every APP product developer is striving for. So, how can an excellent APP product retain users and firmly hold their hearts? 1. APP Usage Data First, let’s look at some data from US apps from 2011 to 2013: 1. The proportion of smartphone users increased from 38% to 50.4% 2. Android and iOS users increased from 38 million to 84 million 3. The ratio of time spent on apps to the internet has increased from 73% to 81%. 4. The number of apps downloaded to mobile phones increased from 32 to 41 5. Time spent in the top 50 apps dropped from 74% to 58% 2. The three most popular APP types among consumers The popularity of APPs is fueled by the popularization of smartphones and the hot sales of tablets. Consumers can freely decide what kind of APPs they want to download on their desktops. With the good sales of iOS devices, the number of application downloads on the App Store is approaching 10 billion. According to the estimated data, the average number of applications downloaded to each iOS device is more than 60, and the number of apps downloaded to the phone is increasing day by day (32 to 41), which has relatively accelerated the speed at which manufacturers develop apps. At the same time, it is worth noting that the more options there are, the harder it is for an APP to be noticed. In this regard, there are three types of APPs that are most popular among consumers. 1. Practical tools: such as weather forecast, transportation timetable, picture editing, etc.; 2. Kill fragmented time: such as games, books and periodicals, etc.; 3. Sociality: such as Weibo, social networking sites, etc. By making good use of these three incentives and combining them with the advantages of your own brand, you can develop an APP that consumers are willing to stay on their desktop for a long time! 3. APP should hit the user's pain points Any successful APP is bound to hit one or several pain points of users, but how can we accurately find the pain points of users? Regarding this issue, it is understood that there are two main approaches in the industry: One is the data analysis method represented by competitive product analysis. For example, search engine companies will set indicators, conduct searches, and evaluate search results to make judgments on user needs. The other is “the answer is on site,” which is an approach that teams developing new products tend to adopt more often. For example, a friend of mine is working on a hotel APP. Each member of the development team has the opportunity to stay in a budget hotel three times a month at public expense, so they can experience firsthand whether the product they developed is reliable. The customer service staff will collect user feedback in real time by answering user calls and searching on social networks. Team members will even work as receptionists at the client's hotel on weekends to observe the status of guests who come to the front desk with their mobile phones to show their orders. In short, the way to obtain user insights will change at different stages of APP development. In the early stages when the user sample size is small, the on-site experience discovery method is often used. After the user scale reaches a certain level, data mining can be used to better meet user needs. Of course, we can also help store managers understand the nature of their surrounding customer groups through analysis, such as how many people visit their store every day, why some people do not make a reservation in the end, etc. In the future, we can even use this to explore changes in the way users book hotels. 4. How can APP retain users? When designing APP products, you must learn to give up. It is always tempting to bind users by being big and comprehensive, but when you want a lot of things, you will get very little. An excellent APP product often has three characteristics: 1. Good performance, in layman's terms, means fast loading speed. 2. Users can find what they want at first glance and solve problems quickly and effectively. 3. The design should be humane, which is what many people now often call "loving". In view of these characteristics, I think if you want to make a good APP, you also need the following three points: 1. APP response speed should be fast In the current network environment, APP products have good performance and users do not need to wait and be patient. This is an important criterion for judging whether an APP is easy to use. The performance of WeChat is quite outstanding. It can still be used even when the network environment is very poor and many apps cannot be opened. But performance is not a purely technical issue. It also involves strategic considerations. Developers need to balance speed and effectiveness. For example, when you click to view a message on WeChat, it will always enter the message list instead of just displaying a single message. In Ma Haixiang's view, although this will sacrifice some speed, it can make the message arrival rate higher. 2. You must learn to give up It is always tempting to bind users through big and comprehensive means, but when you want a lot of things, you will get very little. For an APP used on mobile terminals such as mobile phones, simplicity is very important because the device screen space is limited and the tasks that users can complete are also limited. But how do we understand “simplicity”? It is actually a reasonable organization. There are countless instruments in the cockpit of an airplane. Can you say it is not simple? It has to be that complicated, so it doesn't mean less and simpler is concise. Ma Haixiang thinks that the simplicity of an APP should mean that the core functions are very prominent, non-core functions can be found, and unnecessary functions are absent. 3. “Love” is an important characteristic of a good APP APPs always need to interact with users, and the interaction process should be as pleasant as possible. To make it pleasant, you must recognize your user groups and continuously add details based on their characteristics and preferences. In the past, when you opened the map, nearby hotels would be displayed all at once, but they lacked characteristics and were very stiff. Later, considering that our core user group is young people around 20 years old, their QQ skins will be very fancy, and their Weibo templates are also very personalized. In other words, what they pursue is publicity, fun and coolness, so we changed the display method of hotels to an interesting way of falling from the sky. 5. Make users feel that the APP is alive Not all user churn is bad. We should also manage users appropriately. Sometimes we even need to deliberately “drive away” some users to “purify” the user base. For an APP, user download is only the first step in a long journey, and user loss after downloading is a problem that must be faced. According to data, APP products will lose an average of 76% of their users within three months after downloading, so retaining users is indeed a difficult problem. The reasons for user churn vary, but generally there are two reasons: One is the 3-minute effect, some even say the 60-second effect. That is to say, if the user cannot find your highlight within 3 minutes, or you cannot solve the problem he urgently needs to solve, he may delete you directly, or put you in the "cold palace" indefinitely. This is a problem with the product itself and requires fundamental changes. The second type is that users do not have demand during a certain period of time. For example, subscribing to the latest SEO news is not a daily need. If the APP is shelved for this reason, you will need to continuously operate it to make users remember you when they need you. The operation of an APP is very important for maintaining users. Although the ranking often mentioned in the industry may be effective for a while, it is meaningless if there is no subsequent operation. So, how should we understand operation? It includes two parts: product operation and market operation. Its essence is to establish the relationship between products and users, and it cannot be simply understood as doing activities. There are many ways to operate a product. For example, information push is the most commonly used one. Adding interesting details and features to the product is also a kind of self-operation. For example, we will often change the interesting startup interface, and change the icon into a Santa Claus holding a small sign at Christmas. The purpose is to make users feel that someone has been working hard on your product, and your APP is alive and not just a cold tool. In addition, properly managing user expectations is also the wisdom of customer operations. We once rejected a user who booked 5 rooms for 5 people in a row. Although this does not violate industry rules, for APP products, this situation will make the booking verification process more complicated, thus affecting the experience of other users. In order to make the product simpler, we would rather sacrifice such users. When faced with such demands, we will honestly tell the truth that we cannot do it, or ask the users to wait for a while, instead of casually agreeing to changes. We will set reasonable expectations for users and provide them with the best possible user experience within reasonable limits. This is also an important aspect of creating a good user experience. |
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