For a product with 100,000 users, how should user activation be carried out?

For user operations personnel, if the product has a large enough user base, the work of promoting user activation will be relatively clear, because most things have been solved at the strategy and product levels, and operations only need to do some specific execution work; but when faced with products with an average user base and still in the growth stage, many operations personnel often do not know how to start when promoting user activation and have no idea how to do it.

In order to help operations personnel clarify the operational ideas for promoting user activation for products with general user volume, I will answer the question here: "For products with 100,000-level users (100,000-level users can be counted as having general user volume) how should user activation be carried out?" I hope you will be inspired after reading this.

1. What is activation?

There is no clear explanation of the term "activation promotion" on the Internet. According to my personal understanding, activation promotion refers to taking reasonable measures to encourage retained users to establish a high-viscosity interactive relationship with the platform to meet the definition of active users for different products.

Each company has a different definition of active users, and the standards for measuring the effectiveness of activation work are also different. For example, some products use DAU as an indicator of user activity. As long as the product is used on that day, no matter how often, it can be counted as an active user. Others use MAU or AU as the criteria for judging active users.

2. It is better to start promoting activities early rather than late

The activation work should be carried out during the user introduction period. It is tantamount to closing the fold after the horse has bolted before remediating it when a large number of users have become inactive or lost. The first step in promoting activation is to understand users. Before new users enter the product, we need to do a good job of data collection, establish a basic user behavior data monitoring mechanism, label users, and do a good job of user grouping.

Through interviews, questionnaires or analysis of user behavior data recorded in the background, we can understand user preferences, why users use this product, what they hope to get from the product and their expectations for the product. In addition, for any product, a single user has a life cycle, and what the activation work needs to do is to extend the life cycle of a single user on the platform as much as possible. Therefore, after clarifying the user label, it is also necessary to understand the user's life cycle through user behavior data. The user's life cycle can be roughly divided into three stages: potential user period, mature user period, and silent user period. Of course, there are more refined distinguishing indicators, depending on the characteristics of different products.

After understanding the user tags and the life cycle they are in, you need to establish dynamic user groups based on the user's life cycle and user tags. The next step is to conduct targeted operations on users in different groups until the target user 's behavior performance reaches the standard of an active user group.

To put it simply, if the target users are regarded as patients, the role of activation work is to first understand the users' physical characteristics and age stage, and then prescribe the right medicine until the patients recover.

3. How to carry out the promotion work?

After understanding the basic characteristics of users and establishing dynamic user groups, the next step is to carry out targeted operations on the target groups. Based on my distinction, I give operational suggestions for different groups of users from three aspects: material incentives, spiritual incentives, and product function incentives.

1. Potential user group

Users in this group will occasionally visit the website tentatively. These users are what we call silent potential users. At this time, the activation work should be to establish a user attraction mechanism to attract these users to convert into active users.

Material incentives: Set up promotional activities, such as giving cash bonuses when registering for financial apps; set up registration incentive mechanisms and set up privileges for newcomers, such as a 30-day free trial for the first registration of tool products.

Spiritual motivation: Set an entry threshold so that only those who meet the requirements can gain access.

Product function incentives: Establish an invitation mechanism for registered users. For example, Maimai adopts an invitation incentive mechanism when acquiring target users. You can get 5 points for each friend you invite to join Maimai, and the number of points is related to the individual's operational permissions.

2. Mature user group

Users at this stage already have some understanding of the product content and the functions of each part, and have established relatively stable user relationships and usage paths within the product. These users can also be considered high-quality users. To operate this part of users, the most important thing is to design and improve the incentive system from the user's perspective and extend the user's active cycle.

Material incentives: For users in this group, material incentives are no longer their main concern. They value more the spiritual rewards they get from the products. However, appropriate material incentives can increase users' favorability and intimacy with the products. For example, Maimai has achieved good results by using advertisers to send cash red envelopes to users. The red envelopes surprise users and thus double their favorability towards the platform.

From Maimai's perspective, giving users cash red envelopes not only improves the advertiser's brand image, but also gains good user reputation. At the same time, by withdrawing cash red envelopes, users are required to bind their personal bank accounts, which increases the cost of user transfer.

Spiritual incentives: Establish user levels, or point privileges, which are tied to the user's length of stay and number of times the website is opened. Users with high points can redeem certain privileges and enjoy high-quality content or unique identity tags (this is more common on adult websites).

Product function incentives: Use database user behavior data to push caring messages to the target user group, operate one-to-one, and make users feel valued, but ensure the differentiation of information between groups, which can further motivate users to share and compare. In addition, setting topics (such as topic PK), creating festivals (such as giving away gifts every Monday), setting up mini -games , and adding new product features can all promote the exploration desire of these users, and their activity level will also increase accordingly.

3. Silent user period user group

These users are those who have learned some or all of the product functions but do not use it frequently. We should provide them with greater efforts to awaken and care for them and delay their silent period.

Material incentives: Set up surprises, such as giving users an unexpected reward after opening a certain interface, to increase users' favorability toward the product, but the prerequisite is to be able to guide users into the incentive interface.

Spiritual motivation: At this time, the effect of spiritual motivation has declined, and the only thing that can play a value is user care. In this regard, the main focus should be on emotion. You can use push to push caring copy , or use copy that allows users to intuitively perceive that the cost is too high if they churn. But avoid excessive push. There was an app that pushed more than 30 pushes a day, so I uninstalled it directly.

Product function incentives: Conduct demand research based on the needs of this part of users, develop new functions to meet the needs of this part of users, and first understand what they hope to get here? Then activate them through certain products and marketing methods.

To promote user activity within the app, we can adopt the above operational strategies. The first step is to figure out who these inactive users are? What stage are you in? What do they hope to gain here? After grouping, targeted operations can be carried out to extend their activity life cycle within the product as much as possible.

In addition, user activity is also closely related to the value that the product can provide, product category and competing products. When operating, you must keep your eyes open, find out the cause and prescribe the right remedy.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @Tongdao compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!