Technique. It is a method and strategy to solve unknown problems.

After determining what to do, know how to do it and how to maximize ROI. For example, knowing how to find Taobao anchors to cooperate with and go to the official micro-tasks to explore the other party's investment promotion; knowing the growth mechanism of Douyin video recommendations, knowing the skills and strategies for driving the through train, knowing the advantages and disadvantages of Dou+ delivery; knowing the operating procedures of RFM analysis; knowing how to learn about products and operations on Renren Shi Shi Product Manager, etc.

The specific method and path is the art, What+How in the Golden Circle Rule is the art, the specific actions that can be implemented are the art, matching people+money+materials to achieve the original goal is the art, second curve innovation is the art, breaking the original ecology and introducing new methods is discontinuous innovation.

For user operation: the explanation of technology is the specific feasible actions and paths to help you achieve your phased user goals. The corresponding strategies are very different in different periods. For example: potential users want to download and register products; new users want to increase open rate, usage rate, next-day retention, etc.; old users want to promote activation, increase purchase frequency, complete North Star indicators, etc. The corresponding actions (techniques) are completely different.

The following picture can clearly show what kind of operations are needed for users in different life cycles.

Image source: @张亮 Official account: Zhangji Grocery Store

Framework layer: The framework is the specific expression of the structure. The frame layer determines the location of interactive elements on the page. The frame is a high-assurance display after Damon. Taking real estate as an example, the "user"'s perception of the frame layer is: the number of bedrooms and living rooms, the layout of the house, the extension of the blueprint structure, and the intuitive presentation of the visual sand table.

Presentation layer: Can the output content + activities resonate with people? For example, why do different titles of the same article lead to huge differences in the dissemination effects? How can we optimize pictures, texts, music, videos and other elements to the best of their individual points?

Taking real estate as an example, the "user's" perception of the presentation layer is: the effect after fine decoration, the overall color presentation of the room, whether it is Nordic style or classical European style, whether it is simple or luxurious.

3. 15 Common User Operation Thinking Models

AARRR funnel model: Acquisition (user acquisition), Activation (user activation), Retention (improve retention), Revenue (increase revenue), Referral (communication recommendation). In the funnel model, the imported users will be lost at a certain stage, and the remaining users will continue to the next stage, going deeper and deeper until the final conversion is completed.

Single User Value Model: Single User Lifetime Revenue – Single User Acquisition Cost

= Single user retention time * (single user daily revenue – single user daily maintenance cost) – single user acquisition cost

User life cycle (LTV/ARPU/ARPPU) model:

LTV = Average revenue per paying user (ARPU) × user lifecycle

LTV = number of lifetime purchases by a customer × average order value × gross profit margin

LTV = the number of purchases a customer makes each month × average order value × gross profit margin × (1/monthly churn rate)

ARPPU = total revenue / number of paying users. The larger the payment amount, the smaller the user proportion, and the larger the corresponding ARPPU.

ARPU = total revenue/number of users; refers to the revenue obtained from each user over a period of time. The more high-end users there are, the higher the ARPU.

User profitability model: = (LTV-CAC) * market size * market share (%). The cost a user pays on the platform from registration to churn is the value the company gets from this user.

User growth model: growth of new users + reduction of lost users, effective increase in revenue + reasonable cost reduction.

Five common user psychology models:

⑤ Attribution effect: Involuntarily thinking and guessing the reasons why things happened, without thinking about the logic and key elements of what happened, and making assumptions out of thin air. The best explanation for why users are ignorant is that, for example, users will blame their losses in mahjong on their bad luck, not wearing a Pixiu pendant, etc., instead of reflecting on their own failure to defend against the opponent and cooperate with teammates.

The four-step model of user addiction: The addiction model is a standardized model method for cultivating user usage habits. It consists of four stages: trigger (acquaintance), action (meeting), variable rewards (surprise), and investment (maintaining emotions).

User fission virus coefficient K value model: number of newly invited users/number of actively invited users. The K value is the number of new users that each user can bring. The larger the K value, the better the propagation effect. The K value of NetEase’s red poster fission activity was finally calculated to be 6.85, which can achieve the effect of sweeping the screen.

User research practical model: "1000/100/10" rule, that is, check and reply to the feedback of 1000 forum users every month, follow 100 users, and conduct 10 user surveys. This is the user research rule proposed by Zhang Xiaolong, and it is effective.

Common user system building models: level system, points system and achievement system. The level system gradually rises with user behavior; the point system is a dynamic balance, cooperating with user stratification, with growth and consumption; the achievement system is to motivate users to cooperate with the level system.

Gamification management user model: PBL points, medals, and rankings. Gamification of user operations: 3 elements from building habits to becoming addicted.

Points can motivate users to complete corresponding behaviors; medals can satisfy users' desire to collect, which Pinduoduo and Keep have done very well; rankings are essentially a social competition. Through the rankings, users can compare their level with other users, which can stimulate users to move up, give users strong driving force and stickiness, and thus increase user activity.