How to carry out refined operations based on behavioral analysis?

Many people may not know that the meaning of the four words "behavioral analysis" has represented the degree of sophistication of data analysis needs of some fast-growing companies in the past two years. At the same time, it has also spawned a new generation of data analysis tools and analysis methods.

In the past, everyone was paying attention to PV, UV, bounce rate, visit depth, length of stay, and heat maps that many people could not let go of. Generally speaking, these indicators are statistical indicators that reflect the overall situation of the product. The value of the data lies not only in reflecting the current situation, but more importantly in its application. Statistics are the result of data aggregation and collation. Without analysis, how can they be used to guide business growth?

Of course, maybe I knew it.

For example, for a reading product, the user’s preference for an article can be judged by the length of time the user spends on the article details page. However, he may be swiping the screen to read the article, or typing a comment in the comment section. Of course, he may not read the article but log in to WeChat to chat.

Therefore, rather than summarizing the time users spend on the page, it is more instructive for us whether users are reading articles or commenting and what the content of the comments is.

Technology is developing and the times are calling. So, you need to understand behavioral analysis and know how to apply it.

What is User Behavior Analysis

In one breath:

Based on the user's behavior on Internet products and the time frequency of the people behind the behavior, it can deeply restore the user's usage scenarios and guide business growth.

Speak slowly:

Make key additions to the user model. By supplementing behavioral data, a detailed and complete user portrait can be constructed.

There is no person behind the data of traditional statistical tools, so there is no user model (portrait). A complete, multi-dimensional and accurate user portrait = user behavior data + user attribute data.

The value of user behavior analysis in applications

Three dimensions that influence data results and judgments:

1. Product-market fit

It means that the product meets the market demand. For example, if you have created a community e-commerce platform and launched a demo product to the market, you may not look at how much revenue there is at this stage, but rather how many people come, how many people view the product link, and how many people actually pay. User recognition at this stage may be a more decisive factor in whether you decide to do this project and whether there is a market for this project.

2. User Source

This refers to user quality. The core population of all products is not for everyone (at least not at the beginning). There must be a core population, so the quality of the user source channel determines the quality of the data results, which may affect your judgment and decision on the project and product.

3. The product itself

The third point is about the product. The product carries your business model. The product’s functional design, user experience, iteration, and operational strategy will affect data, retention, and the life and death of the project.

Based on the above understanding, we see the importance of behavioral analysis. Based on behavioral analysis, the CEO needs to have a more accurate judgment on the market that the product is entering, marketing personnel need to finely evaluate channel quality, product designers need to accurately evaluate user behavior path conversion, product revision quality, and the impact of a new function on the product, and operations personnel need to do precision marketing and evaluate marketing results.

Where is the value?

1. Custom retention analysis

(1) In the past

We usually consider a user to be an active user for the day as long as he opens the APP, and a new user added today is considered a retained user as long as he launches the APP once tomorrow.

(2) Now

Based on user behavior, we can do refined retention evaluation. Customize user retention based on product features. For example, for a reading product, we can count users who browse or view an article after opening the APP as active users today if they have viewed at least one article.

(3) Significance

Retention is a high-level indicator that reflects the health of any product. Regardless of the quality of operations or the design of product functions, the overall situation can ultimately be measured through retention. Retention can be measured in line with the product business itself, and product health can be evaluated in a refined manner to make retention data more valuable and instructive.

2. Refined channel quality assessment

(1) In the past

In the era of traffic, the key is to evaluate how many visitors and registrations a channel brings.

(2) Now

The demographic dividend period has passed, product promotion channels are increasing, products are becoming more vertical, and homogeneous competition has directly led to higher customer acquisition costs. Whether from the perspective of market executors or companies, ROI is being evaluated. In addition to looking at traffic, quality is also important.

How to evaluate quality? It needs to be based on user behavior and in line with the business. For a financial product, among the users brought in through different channels, how many of them actually viewed the details of the financial product, how many of them successfully invested , which channel of users had invitation behavior, and which channel had the highest retention? Then, combined with the channel investment, calculate the ROI.

(3) Significance

Reduce channel costs and improve channel conversion.

3. Product Analysis

(1) Path conversion/funnel analysis

Focus on core conversions, such as registration conversions and purchase conversions, to optimize loss nodes and optimize behavioral path design.

(2) Find the key points for product improvement

Use data to quantify the core functions of products to make product iteration scheduling more scientific and departmental collaboration more efficient.

(3) Find relevant factors that promote core conversion

Explore key behaviors that promote users to trigger core behaviors, such as certain factors that can promote users to make purchases, and find related behaviors for optimization or operational incentives.

(4) Aha moment

Execute quickly, exceed user expectations, and grow your product exponentially.

4. Precision marketing (user grouping, user stratification, activity quality assessment)

(1) In the past

Provide marketing and services to all users or based on user attributes. Attributes include: registered account, mobile phone number, gender, age, region, points and some tags.

(2) Now

Attributes + behaviors, infinitely close to real users. Through the user's actions such as clicking to view product details, searching, clicking the follow button for a certain financial product, purchasing something, etc., as well as the person, time, and frequency that triggered the behavior, we can know what the user has been paying attention to recently, what types of products he is interested in, what types of articles he is interested in, and what kind of financial management preferences he has.

(3) Significance

Use behavioral dimensions and attribute dimensions together to identify the user's role in the product life cycle and real-life scenarios. Marketing is more precise and user experience is better.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @韩重明 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!