How to use scientific “user segmentation” to break through the bottleneck of user growth?

When talking about the user growth of Internet products, we will definitely talk about the 2A3R model . This model is effective when you encounter a bottleneck in user growth and want to consolidate users and improve user quality and value. It also covers key points that operators tend to overlook.

Taking user retention as an example, the previously ideal retention rate may suddenly become lower or remain at a low level at a certain turning point in the product life stage, making it difficult to accumulate active users quickly. Through some cross-processing of data analysis and 2A3R model, we found that 50% of the reasons may be due to blind customer acquisition behavior in the user acquisition stage , which leads to the low quality of new users, which is manifested in low user retention. The other 50% reason is that during the function iteration process, the user activation experience is ignored . With more and more product functions and traffic , users are more likely to get lost and find it difficult to experience the key value points of the product, thus losing users.

Operations work is most concerned with the user life cycle , and operations are about accompanying users throughout the life of the product. The operational work and objectives are essentially highly consistent with 2A3R.

Acquisition stage: Operations are responsible for content editing and copywriting around the value of the product, including keyword optimization, to attract user attention and guide downloads.

Activation: When you first come into contact with the product, operations interact with you through content and activities to help you quickly understand the value of the product.

Retention: When activation conversion is completed and the novice period is smoothly passed, it is essentially the recognition of product value, which means user retention is achieved;

Referral: Share and spread to bring more users. Continue to be active and contribute more traffic;

Revenue: Achieve commercial revenue.

There is a set of indicators that effectively measure business conditions and the true status of users. To sort out the business processes and the user behaviors behind them, we need to stand on the entire behavioral process of the user life cycle. To sort out the user behavior, we can have a clearer understanding of the value and priority.

Taking Internet financial products as an example: path conversion, investment conversion rate , project preference, number of effective users, recharge conversion rate, one-time user characteristics, investment characteristics, reinvestment rate, 7-day retention rate, etc., but attention needs to be focused on key indicators.

What are the principles for defining key indicators?

• Effective measurement: not just quantity but also quality. In addition to the number of new users, we should pay more attention to the number of effective new users and the ratio of new users to active users.
• Guiding improvement: not only the results but also the process. For example, investment conversion rate, more attention should be paid to the conversion rate of investment process behavior path.
• Business relevance: Not just behavior but also business. For example, the repeat investment rate (repeat purchase), but also pay attention to the repeat investment rate of different types of projects.

The second step is to sort out valuable users and conduct user operations (core):

That is, user stratification. The principle of sorting is that users at different levels represent different product values ​​or commercial values , which is similar to a pyramid -like stratification model.

Stratification is to distinguish user groups with increasing value, namely:

Primary users: carry low value and are highly convertible;

Value users: The middle value layer, whose commercial value has been realized, needs to be cultivated and kept active to make its value grow geometrically;

Core users: Its continued existence has a positive effect on primary and valuable users, can influence the tone of the community, and attract more users.

Take Internet financial products as an example, namely:

Primary users - registered evaluators, waiting and watching, highly convertible;

Valuable users - investment novices who have brought value and are the focus of operations;

Core users - repeat investors who recognize the value of the platform and recommend better projects;

How to stratify more complex products such as two-sided marketplaces and UGC communities?

Users are grouped based on user relationships and user structure within the product. Take the example of Zaihangfenda :

The third step is to measure around stratified users (prerequisite):

After defining the hierarchical model, measure the product value and current status. On the one hand, it helps to understand the user's current real status, and on the other hand, it helps to discover problems in a timely manner. The layering itself also needs to be iterated for better optimization.

How to use user segmentation for measurement?

• Control user quality and let users see the product structure clearly.
• Promote primary users to the next level and control user status.
• Operate user status and vertically explore the key points of user value transfer.

The fourth step is to operate based on user portraits (fundamentals):

The key is to build portraits for users at different levels and design the entire operation strategy based on the needs and characteristics of the portraits. User status is constantly changing based on the product stage and market environment, which helps to discover changes, quickly correct stratification, and even correct key effective indicators.

The purpose of operation is to improve user stickiness and create user portraits throughout the entire life cycle of the user. We need to operate from the user's perspective. Only operations based on each user's portrait and characteristics are effective. In general, we need to operate from the three major sections of activities, content, and community .

——This article is compiled from the popular courses of Numa lecturer Qiu Qianqiu:

"How to use scientific "user segmentation" to break through the bottleneck of user growth?" 》

• More than 6 years of practical experience in user experience , product design and data-driven
• Through data analysis, we have achieved a 37% week-on-week improvement in core indicators.
• Responsible for data optimization and verification work for APPs such as Sina Miaoche, Zaixing Fenda, and Hot Fitness

Content operation is the basis of user segmentation, and copywriting is the key to content operation. When it comes to writing, do you think of having thousands of words in your mind but not knowing where to start? Have you been holding back for hours but can’t write a few words? The content doesn’t match the title of 10W+? So how do you master the skills of copywriting?

Recommended by the way:

《Learn "meta-writing" and easily solve copywriting problems》

1. Question-and-answer thinking stimulates ideas.

2. Diamond rule, build a framework.

3. Focus on the topic and master the ideas.

4. Summarize and refine, and be brilliant.

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