From flow to retention: How to reduce the evaporation from data flow to data retention

Traffic and retention are a very interesting relationship phenomenon. During the user operation process, retention is generated because of traffic, and traffic is generated because of retention.

For example, the reason why Baidu can allow merchants to obtain user traffic is that Baidu has sufficient information retention. The WeChat article has received more than 100,000 views because WeChat public accounts have a huge number of fans and traffic from WeChat Moments . Enterprises rely on user traffic to gain user retention, and user retention brings in user traffic.

concept

What is flow?

If wages are compared to flow, deposits are retention.

What is retention?

If rivers are flow, lakes and seas are retention.

The numerical value of product or website interaction is flow , the numerical value retained in the database is retention , and the process from flow to retention or from retention to retention is data movement .

The movement of data will cause the loss of value, a phenomenon I define as data evaporation .

Expression of data movement: flow rate - evaporation amount = retention amount

Reduce evaporation

Then the key indicator of the number of website (product) users is the amount of data evaporation.

Therefore, how to reduce the evaporation during the movement of control data becomes the key to operation .

Right now:

1. Evaporation from flow to reserve
2. Evaporation amount when the retention amount reaches the flow rate

How does flow to retention reduce evaporation?

From drainage volume to retention volume, it can be regulated from three aspects.

1. Scene transformation
2. User stratification
3. Standardized sales

Scenario conversion refers to designing different scenarios for different user source channels. Baidu promotion uses special page conversion, WeChat-QQ groups use scenario conversion that is conducive to community conversion, and cooperative channels use favorable products, etc.

User stratification refers to the classification and stratification of user information based on different user source channels, needs, and identity attributes after the user information is stored in CRM. Use objective indicators to screen users' intentions and design data tables from three dimensions: temporary data table, customer intention table (personal), and public data table .

1. The temporary data table is the daily added retention, which changes every day and is different every day. The customer intention list is broken down into customers who can be traded within 1 week, customers who can be traded within 1 month, and customers who can be traded within 3 months.
2. The customer intention form can set relevant options according to different products, but the purpose is to filter out customer intentions.
3. Public data tables can also be called high seas data tables. Customers who have strong intentions but cannot be closed are transferred to other sales, allowing the retained data to flow in the database. Data is valuable only when it flows.

Standardized sales is to refine the standard sales conversion process (including words, methods, links, etc.), with the aim of converting retained volume into customers at the lowest cost, reducing retained volume evaporation and controlling risks. Standardized sales can ensure a passing score of 60% in the new sales conversion process.

For example, when promoting a marketing campaign, different activity pages are created for conversion based on the different preferences of the user groups participating in the activity ( scenario conversion) . When user information enters the CRM, users are stratified and classified according to user attributes such as male/female, region, and user identity ( user stratification ). Finally, when sales promote products to users, they use telephone or online sales according to the prepared standardized sales manual, and use different sales scripts and techniques for users with different attributes ( standardized sales ).

How to reduce evaporation when the retention volume reaches the flow rate?

If flow is building channels, retention is building ponds.

After user traffic reaches the big product (website), users need to be given breathing space → communicate freely → continue to grow → be captured and eaten.

1. Digging a pond
2. Cultivating big fish
3. Building an Ecosystem

Dig a pond . The pond of the website (product) is like a human respiratory organ, like the circle of friends on WeChat. Common pond forms include forums, communities, and societies.

Cultivate big fish, big fish are celebrities, the people with the most featured posts in the forum, the most active and informative guys in the QQ group. These people are typical UGC users, and excellent celebrities are also the new force of PUC. What are the benefits of big fish? Attract small fish to watch, increase traffic, and liven up the atmosphere. To put it bluntly, merchants can have attitude but not necessarily temperature. Big fish can create the environmental temperature.

Build an ecosystem , set up a fair and just management mechanism and organizational structure, and it would be best if the fish pond could be self-operated so that users can continue to contribute value.

summary

Whether it is data flow to data storage, or data storage to data flow, it is necessary to understand user behavior first in order to deliver information to users more accurately. Let’s work together on the road of data flow (retention).

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

This article was compiled and published by @文泉小火花 ( Qinggua Media ) by the author @文泉小火花. Please indicate the author information and source when reprinting!