How to wake up a sleeping user

In the field of mobile Internet , CAC (Customer Acquisition Cost) is increasing day by day. After the business has a certain scale of users, the user's LTV (Life Time Value) needs to be given enough attention. Especially when the business has been operating for a long time, a large number of "sleeping users" will irreversibly appear. At this time, "awakening dormant users" becomes a very important issue.

An overseas analysis report shows that the reasons why users uninstall APPs are usually as follows: 71% because of disruptive notifications; 68% because of complicated registration and login, and special attention should be paid to APPs that require registration and login; 48% because of instability, crashes and flash backs; 42% of users will uninstall APPs because they don’t like the interface design; 29% of users choose annoying advertisements; 23% of users pay more attention to privacy issues; 19% of users give up using APPs because they need to log in to social accounts, and it is best to register and log in by other means.

The attributes of overseas Internet users are of course different from those in China, but they also serve as a reference. When a user arbitrarily uninstalls your client, and you want to wake the user up, what can the operator do? Of course, as for large-scale e-commerce operations, you must know which one I'm talking about, they never did any remedial or awakening measures in the past. This is because when a business is in the era of demographic dividend, the cost of attracting new users is low and the efficiency is much higher than awakening. But when the demographic dividend is no longer there, or the competition from competing products is fierce and the cost of acquiring users is very high, the value of awakening dormant old users becomes apparent.

Definition

There are also differences in the implementation of specific operation plans for businesses with different demand frequencies. For example, Didi Taxi and air travel and vacation products are the most common high-frequency and low-frequency products. The concept of user life cycle cannot be ignored when defining dormant users. In the field of mobile Internet , the main consideration dimension of the life cycle is the frequency of use per unit time.

The frequency of use represents the user activity. Active users are the valuable data for operations personnel. Converting new users into active users and keeping them active is one of the most important topics in operations, but I will not go into details here today. I will focus on dormant users. Every user is not immortal. According to their own business attributes, the cycle is long or short. The general trend is new users → users to be retained → active users → potential dormant users → dormant users. Operations personnel need to grasp the process of users going from active to dormant, and find ways to predict the user's transition so that we can take action before the transition.

For example: Mobile Internet products often use 90 days of activity as a judging node. If a user does not have any active behavior within 90 days, he will be judged as a dormant user. Therefore, operators usually apply a round of stimulation before the user is about to fall dormant after a series of inactive behaviors to reduce dormancy.

Methods

The reason why users download your app is because they have seen the functions of your product. The operation has already done the hardest work (attracting installation). Now it depends on how to use the correct strategies and methods to wake up these dormant users.

Most business types involve three core elements of user activation:

Define the audience (circle target users)

Awakening methods (content, functions, rights)

Reach channel (SMS, Push, advertising)

Defining the population

In order to awaken dormant users, you must first find them. Set up user behavior data monitoring based on your business type, build a decision tree based on the member life cycle, find the data critical point of member loss, and thus identify dormant users.

For example: last purchase time, last login time, virtual currency balance, etc.

Wake-up method

Depending on the type of business, the wake-up method can be pure content, activities, purchase discounts, or even exclusive functions. As long as the user has a need, it can be used as a wake-up method.

Reach channel

Reaching dormant users is a century-old problem. In addition to regular SMS, Push is also an option, but dormant users may have uninstalled the client, resulting in extremely low reach rates for both methods. There is another way of reaching users that is suitable for large-scale business ecosystems, such as Alibaba and Tencent, which is to bury touch points on paths that users often visit.

Dormant users have downloaded your app and you have already done the hardest work (attracting installs). Now you have the opportunity to awaken these users using the right strategies and techniques. Based on the data you already have, focus on demonstrating the core value of the app and use highly targeted methods. Since you already have data on the preferences of dormant users, it should be easier to attract them back than to attract them to install. For example, if they have an abandoned cart, offer a discount on one of the items. Or if you know their physical location, send them relevant nearby discount information, etc.

No matter how things change, the essence remains the same. By continuously optimizing these three factors, the wake-up effect can be improved.

▌Case:

Here is a case that left a deep impression on me. I once downloaded Tantan to experience its functions, but God proved that it was definitely not for dating. I uninstalled it soon. Recently, I received a text message:

Curiosity drove me to download Tantan again to find out. Although I will continue to lose users in the end (I have no social needs), the awakening rate of this low-cost app should be very high. The contact channel it uses is not sophisticated, and the logic of attracting people is also very simple, but the awakening content fits the user's social curiosity very well. If the product is optimized for target users, it can indeed awaken a wave of users.

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