Personal experience | How a vertical product accumulates users
| Before Mantou invited me to write this article, let me introduce something. Then I will recommend my product, but I really need to start with my product. First of all, the product I am responsible for operating is called: QiJi, which is a cycling social software aimed at users in the cycling sports market (referred to as riders). It provides riders with basic sports tools as well as social functions. As a sports tool, we provide a cycling track recording function, which can accurately record the cycling track (depending on the capabilities of the mobile phone's GPS), and the exercise track will be generated synchronously after the exercise. The social part is that during the ride you can take photos and share them live during breaks, and sync them to Sina Weibo, Tencent Weibo, WeChat Moments, QQ Space, etc. Our product was released in 2012, when there was no user. Now we have hundreds of thousands of users and have accumulated a group of the most active cyclists in the country. Although we are currently ranked number one in the cycling social software in this field, I am personally very dissatisfied with the accumulation of user numbers. However, this does not prevent me from sharing with you our mental journey of accumulating users. Since our inception, our user accumulation can be divided into two distinct stages. I think the first stage is the stage of finding the first batch of users; the second stage is the stage when the number of users suddenly starts to grow after a certain accumulation; The main strategy in the first phase is to get closer to typical users. Since I am a rider myself, I started with myself and recommended our software to riders around me. Tell them that they can use their mobile phones to record their tracks and take photos to share. The initial process was very slow. It took us one week to onboard from the first to the 100th user, and then two months to reach 1,000 users. As for the so-called closeness to users, let me give you an example. Before the number of users reached 10,000, I did not go to bed until the users finished their rides. No matter how late it was every day, I would watch the live broadcast of their rides, and then I would happily go over to give them a like, and then go to sleep peacefully. Our current core users were all accumulated during that period. I watch every user’s live broadcast, I comment on them, and I communicate with them. They kept asking questions and I kept answering and collecting them. The product and technical teams are responsible for subsequent improvements, and they quickly iterate based on various opinions raised by users, and users gradually accumulate. The core users’ evaluation to me is: Your software idea is good, but there are many problems. However, we are still willing to use it because you are willing to be close to us, listen to our opinions and ideas, and feed them back into the product. I have to say here that we took a detour at the beginning and only made the iOS version. We didn’t release the Android version until after the Spring Festival in 2013. Now we know that the best way to test users is through the Android version because releases and updates can be faster. This is the first stage, which I summarize as: follow up closely, rely on personal strength to advance similar users around you, and make rapid improvements at the same time. The second stage was in May 2013 , when we attended the most famous bicycle exhibition in the country: the Shanghai International Bicycle Show. We went to this exhibition mainly to visit the exhibition, learn about the entire bicycle industry, and participate in the bicycle manufacturer's dealer conference. Unexpectedly, we had the opportunity to show up at a meeting of industry leaders for the first time. Our product ideas impressed dealers and manufacturers. This enabled us to gain our first manufacturer-level strategic partner. During this period, the number of our users reached 5,000. When it reached 5,000, I was so excited that I couldn't sleep. I watched each user grow, and at that time, I knew every user as long as they appeared with a certain frequency. Here is a tip for communicating with users: Sometimes the content of users’ sharing is very dry and you don’t even know how to connect with them. What should you do at this time? If there is a user who, at the end of a ride, only shares a photo like this and ends it without saying anything extra (this situation is quite common), how would you interact with him? Can you guys figure it out? Okay, I won’t keep you in suspense. The key issue here is not what you want to say to the user, but what the user wants to hear. Does this user ride during the day or at night? Look at this picture, the maximum speed is over 50 km/h. Is this speed safe? He is in Beijing and all the places he passed by are historical sites. Is there anything interesting you can share? After riding 20 kilometers, is he tired? Are there many traffic lights? Care about him and he will feel it. Affirm him and he will feel it too. My choice at this time is: It is not easy to ride 20 kilometers at night. There are many traffic lights along the way. Look at this picture, your maximum speed reaches 50km/h. This speed is very fast. You must pay attention to safety. Are you wearing a helmet? Next time, remember to take a picture of your helmet and share it with everyone. This is your comrade-in-arms. Then give him a thumbs up. One communication is over. When did he see the news? Establish the next communication, and that's the next round. What you need to do is find users who are willing to communicate with you. Even if it's scolding you. We had a foreign user who started cursing in our user QQ group one night, saying that we had violated his privacy and that we had accessed his GPS without authorization. The Android version had just come out at that time, and the security of Android phones was being widely criticized. Our entire team was very nervous and immediately held an online meeting. The technical leader told us that our software's permission requirements were minimized under the same circumstances. Unlike other apps, we did not require any unnecessary permissions. Then, while we were reassuring the users, we each tested the software to see if it would still work properly without GPS turned on. It soon became apparent that none of our phones were able to access location information with GPS turned off. But users’ screenshots show the opposite. We judged that there was a problem with the user's mobile phone. The head of the technical department communicated with him remotely for several hours and finally found out that the user was an in-depth mobile phone player and was quite familiar with mobile phones. He turned off the GPS on his mobile phone and opened a GPS simulation software to provide simulated positioning for QiJi. So the problem was not with our software, but with the simulation software. This damn guy gave our entire team a false alarm for a whole night, but later the misunderstanding was resolved, and this user became our best friend, and now he doesn't use any other software at all. So, don’t be afraid of users scolding you, what you should be afraid of is users ignoring you. Using this method, we captured a group of core users. Speaking of core users, Qiji has developed for two years and has hundreds of thousands of users, which seems like a lot, but it is actually very few. In essence, no app can say that we have occupied this market, so we are still in the process of accumulating users. At present, together with all our competitors, we only account for less than 10% of the market share, so there is huge room for growth. We do not rely on commercial advertising or commercial promotion, but we have become the market leader in cycling social software because we are extremely close to our users. Please don't think that I'm bragging. In fact, this is what we got as feedback from our users. We accept, answer, process and give feedback on any problems that arise at the first opportunity. The early stage of communication with users is extremely painful, but the rewards are also huge. But is that enough? We think it is far from enough. There are ways to leverage the market, but we have not used them yet (very sad). Everyone knows that there are many App markets to go to, and there are resources such as first releases, all for free! And we haven't been doing it. Of course, it’s funny to talk about it now, and most of the friends in the group know how to do it. Of course, we did a lot of things right unintentionally, such as our app can be downloaded in almost all well-known markets, which we deployed one by one. I just managed my first debut in my life today. . . (Thanks to my friends who listened to my inquiry about the first release this morning). Regarding the experience accumulated by users in the early stage, I have almost finished talking about it here. All I did was the hard work, which was actually customer service. I made efforts internally to make the early users very happy. That’s all I have to say about accumulating user experience. Off topic, a few days ago, I did a purchase and accumulated a little experience, let me share it with you. I tried to buy some users a few days ago. I haven’t heard much about buying traffic in this group, and I don’t have any experience to follow, so after the purchase, I paid close attention to the growth of users. I found that the user growth is extremely fast! It's frighteningly fast, with dozens of people increasing in one minute. Nearly 600 users were added in 2 hours, and through background verification, Umeng data and the actual user growth data in the background were basically the same, close to 1:1, that is, these are real users who will register (a brother in the group told me that some channel dealers will make fake data, and the download and registration behaviors will be simulated, which looks very real. Fortunately, I made preparations in advance! I spent 2 weeks observing this part of the user data coming in). Next, I stopped the incoming traffic and started tracking data for these users. I found that the user activity on the first day was as high as 78%. On the second day, the activity of these users dropped below 20%. On the third day, it was less than 5%. The data tracking lasted for 2 weeks. After 2 weeks, almost all of these users died. To be honest, it was scary. I needed to spend 2-3 yuan to buy a user, and after I bought him, the user would only be active for 2-3 days. At the same time, there is another data, the user online time. I evaluated that the average online time of these 600 users is 2 minutes and 48 seconds. It can be basically judged that within 2-3 minutes, if your app does not attract him, it will die immediately. Isn’t it scary? This is my experience about buying traffic. I hope more friends can give me more experience. The above is just a starting point. I am a novice in App operation. I would like to ask the experts to give me more advice and exchanges, and even cross-border cooperation. With my in-depth study and understanding of operations, I increasingly find that many different industries can have horizontal connections. Only in this way can we develop an application into a platform, let users play with it, and let them get an experience in your App that goes beyond your App. |
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