How to build a user reach system?

The connotation of user growth lies in "user-centricity", and it is also necessary to explore the core needs of users through user portraits in order to design content to improve user conversion.

The purpose of reaching users is, on the one hand, to increase the activity, retention and conversion of existing users through internal scenarios (such as PUSH), and on the other hand, to bring user growth through external scenarios (such as information flow advertising, EDM emails). The purpose of building a user reach system is to establish the connection between information and users through user insights and improve the conversion effect of reach.

An online early childhood education product has a regular weekend online open class activity to increase the activity and stickiness of paid users. In a "bedtime story" course activity for parents, three activity push titles were designed for different groups of people:

Title 1: Bedtime stories, why are they more interesting when told by dads?

Title 2: 5 minutes a day, how a father can give his daughter a sense of security

Title 3: 5 minutes a day, let the father train his son to become a man

The theme of this event is how fathers tell bedtime stories to their children. The three titles are respectively aimed at three groups of users: mothers, parents of girls and parents of boys. Through user tag screening and matching different push titles, the conversion effect can be improved.

The above case achieves the basic "one thousand faces for one thousand people" effect, that is, the same content is designed to reach the target audience according to different information, and two methods are set for the timing of reach. One is to set the specific push time according to the average high-frequency usage period of different users, and the other is to push after the user opens the APP during non-high-frequency periods.

The above case is a good interpretation of the intelligent user reach system. From the overall process perspective, building a user reach system needs to be divided into three main steps: user screening: discovering common needs, activity design: establishing personalized scenarios, and intelligent reach: seizing the opportunity to reach users.

01User screening: discovering common needs

Taking the above case as an example, three types of user groups, namely female parent users, girl parent users, and boy parent users, are screened out through user tags, and user stratification is established to provide a population basis for the next step of activity design.

In terms of user screening, in addition to user attribute screening, multi-dimensional user behavior analysis can be performed through data. Taking the data analysis function we provide as an example, it provides user hierarchical screening in four dimensions: "done/not done", "added in", "active in", and "user attributes". Accurate target users can be found through user key behaviors, added time, active time and key attributes.

For example, in the above case, we can perform more refined screening of users: push activity information to users who have registered in the last 15 days, logged in for 3 consecutive days, and visited the "Bedtime Stories" topic.

You can also design user wake-up activities for users who are about to churn, such as screening those who registered within 30 days but have not visited in the last 7 days, and promote the activity information in the above case to users with common key behaviors, such as users who have viewed the "Bedtime Story" course.

User screening is the first and key step in building a user reach system. User attribute characteristics determine the design of activity content and promotion strategy. Through user stratification, the common pain points of group users are discovered. The design purpose of marketing activities revolves around solving pain points, which can achieve better conversion results.

The so-called "one size fits all" digital marketing is to design personalized marketing scenarios that are strongly related to user behavior through user behavior insights. The establishment of personalized scenarios comes from the collection of user behavior "events". "Events" can include key behaviors such as pages, products, content viewed by users, activities participated in, coupons received, and added to shopping carts.

After understanding the personalized characteristics of users, design marketing activities based on the needs or pain points discovered based on these characteristics. For example, add the information that users have viewed in the marketing introduction: "The ** product you viewed has been reduced in price, get 199 off when you spend 200."

The timing of reaching users refers to pushing messages at effective key nodes based on user behavior to guide user conversion. In the traditional sense, push, SMS, EDM and other user reach methods are initiated by operators during the same period of time, and users passively receive them. The intelligent reach method is to actively push according to user needs and guide conversion.

For example, by setting up an activity through Zhuge.io's smart reach function, a product coupon can be pushed to users who have viewed a product but did not purchase it within 14 days of viewing. The push information includes the user name, product name and coupon information, establishing a strong connection with the user.

By building a user reach system and using data to drive intelligent reach marketing, marketing information can establish connections with users, thereby increasing conversions and avoiding the "self-satisfaction" of marketing copy.

1. Automating user operations

In several common scenarios of user operations, such as new customer care, conversion improvement, event reminders, churn recall, etc., as long as the corresponding trigger conditions are set, basically they can be executed automatically.

2. Create a visual campaign

By using intelligent access, the company's operations and marketing personnel can quickly complete the creation of activities directly in the visual interface, without the need for research and development, project establishment, waiting, or support from BI analysts. The fully self-service model has a low threshold and high efficiency.

3. Real-time effect measurement

The essence of data discovery is faster and more effective application improvement. Zhuge io's automatic and real-time effect measurement can help operators achieve fast and effective decision optimization, opening a new chapter from user insights to data applications, and making business growth predictable and measurable.

4. Diversification of reach channels

Smart Reach has built-in support for multiple ways of reaching users, such as SMS and Push, and can connect to emails, in-site messages and other corporate-owned reach channels through the webhook interface.

5. Personalized content

Find the right target users, find the perfect opportunity, and then use your personalized content creativity.

The final result of the data must have an impact on the company's business , and behind the data should be a complete story from insight to action. “It should tell you where your customers come from? How is this customer doing now? If the conversion rate is low, what is the problem? The next step of the story should also tell him what to do to solve the problem.”

Author: Zhuge io

Source: Zhugeio Data Coach WeChat Official Account