How to use growth hacking techniques to attract new customers and boost activation?

I believe that every operations student is familiar with the term " growth hacker ". Growth hacking refers to a system that explores market potential through data collection and research, formulates core indicators, and achieves explosive growth in users through methods such as attracting new users, promoting activation, and fission.

1. What is Growth Hacking?

1.1 Brief Description

Growth hacking, in simple terms, is a system that discovers market potential through data collection and research, sets core indicators, and achieves explosive user growth through methods such as attracting new users, doing hard work, and fission.

Data collection and research is not just a sloppy questionnaire survey and descriptive statistical analysis. Therefore, the authenticity of the data, the correlation between the data, and the connection between the data research items and the market are what the data analysis team should do. Professional data analysis often helps product managers avoid most wrong choices at the beginning of product design. Therefore, the growth hacker system requires an excellent growth team to conduct user research, study data, and explore market opportunities behind the data.

Therefore, if you want to have a perfect relationship, you must thoroughly study the behavioral habits of the target users from the beginning and reasonably analyze whether the target object has the feasibility of love.

1.2 North Star Indicator

In addition, in order to judge the implementation of growth, indicators need to be formulated for measurement, but since product design and love are both integrations of multiple dimensions. Therefore, there are many measurement indicators, and here we have to introduce a probability - the North Star indicator: the only core measurement indicator.

For example, the North Star indicator set by social software may be the average number of shared content posted by users per day. Before a relationship begins, in order to measure whether the relationship is sweet, the indicator may be set as the number or time of daily chats between the couple. However, due to factors such as the market, consumer demand and product life cycle, the North Star indicator will often change accordingly.

In the early stages of a relationship, both parties do not yet have a deep understanding of each other, so it is more appropriate to use the frequency of chatting as the North Star indicator. After the honeymoon period, the state of love tends to calm down, so the frequency of love naturally decreases, but the sweetness of love does not necessarily decrease. At this point, you can set the North Star Index to the number of times you miss the other person every day.

Although the North Star Index has been set up to measure development, it is difficult to analyze the truth behind the performance. Which specific link makes users send a few tweets every day? Which link leads to a decrease in the number of tweets users send per day? Therefore, we need to break down the North Star Index into multiple core indicators, and we can also break down the core indicators further according to specific circumstances.

1.3 Products

As mentioned earlier, the growth team needs to analyze the data to determine the feasibility of the market—whether there is a market, whether there are users, and whether there is business. Once we have determined the feasibility of the market, we have to design the product. If we want to achieve explosive growth in customers, the prerequisite is to have a good product. When you have determined through analysis that you have a certain target group in the dating market, you need to analyze the preferences of this target group and use this as a direction for upgrading yourself. If users like boys who are clean and love sports, you can just cater to their preferences. Therefore, product design needs to follow a good user experience and must also use the usage habits of target users as key parameters for product design.

2. Growth Hacker Model

2.1 Acquiring new customers and finding romantic partners

The prerequisite for increasing users is a certain number of basic users, and the prerequisite for love is also to be able to obtain a romantic partner. The Internet provides products with the convenience of acquiring users, but it also results in too much invalid information transmission, making it difficult for companies to acquire core target users.

In love, in order to build a persona and quickly acquire the target object, you also need to optimize your communication environment and improve your first impression in the minds of the opposite sex. Users need to optimize their online social information, find suitable scenarios offline, and expand their social relationship chain.

Summarize the following ways to attract new customers:

• Design an appealing slogan (friend circle content)
• Marketing activities to get users to try the product and get them addicted (actively attack and let users feel their advantages)
• Find the best channels: Baidu promotion, Douyin promotion, offline advertising, word-of-mouth promotion (expand your own channels: online social software, offline neighborhood aunt recommendations, take the initiative to attack offline social venues)
• Social Relationship Chain: WeChat Virus Spread

2.2 Activation/Conversion, Becoming Lovers

After acquiring customers, you need to convert them into real users of the product—activation. Relevant statistics show that more than 80% of new users of a considerable number of APPs will not be activated. Here we need to introduce another concept: Ahaha moment, that is, whether the user will exclaim "Ahaha" after using the product. The "Ahaha moment" represents the user's "climax moment". In short, the product makes users feel good. First of all, you need to clarify the core value of your product and whether this value can hit the user's pleasure or pain points. In love, do you make your target users feel moved?

We can make users feel happy by:

• Good functional design, interactive design, attention to details (pay attention to the details when you are with her)
• Make the user feel special (make her feel that you treat her differently than others)
• The threshold for obtaining membership privileges should not be too high (let the target user know that it is easy for her to obtain certain value from you)
• Lower barriers and reduce friction (don’t make it hard for her, make it easy for her to get your core value)

2.3 Retain, maintain your relationship, and keep it warm

Activating a user does not mean the relationship is over. Conflicts are inevitable in the process of getting along. If you cannot continue to provide new content, it will be difficult for the user to remain loyal to you. According to relevant statistics: while a product activates 10 new users, 5 or even more old users leave.

How to increase your stickiness? The best way is to develop her habit (dependence) on you and increase the cost of her escape. When your product provides a certain degree of unique features and she plans to abandon you and switch to other products, she has to consider whether the uniqueness provided by others is equal to what you provide. In addition, you need to constantly remind her to use you, but users are often picky and their moods are often changeable. It is most effective to give appropriate reminders at the right time.

You have to keep learning and updating. If your target user is at a higher level than you, does she still need you? Only if you continue to improve your abilities and expand your dimensions can you make her fall in love with your talents. Products require real-time micro-iterations to allow users to feel that you are continuously providing them with more value.

When the user decides to leave, you can also retain her by reminding her of the efforts she has made for you. For example, remind the user that he only has one day left to log in and sign in to get a no-threshold coupon, or remind him that his annual membership will expire in one month.

List:

• Develop user usage habits
• Iterative innovation of products
• Remind him of the efforts he had made for this

2.4 Profit/Cashout, you are no longer the only one paying

The core purpose of growth hacking is to acquire users at low cost, convert them into core users and then make profits. Your blind devotion in a relationship will eventually lead to the separation of both parties. You have to try to get the user to learn to give, make her understand that her efforts are worthwhile, and you will give her greater value because of her efforts. That is: low cost in exchange for excess feedback, such as: users can enjoy one month of free reading experience by opening a 10 yuan VIP account, users can enjoy professional content knowledge by paying 2 yuan, etc. When a user purchases a product worth 180 yuan, he will be prompted to enjoy a 50% discount if he spends 200 yuan.

In addition, since you already know enough about your partner's preferences, you can give her information that is truly valuable to her. This generates profits. For example, the e-commerce industry uses personalized recommendations to allow users to receive information about products that interest them from time to time, which to a certain extent leads to user re-consumption.

Author: Mamba PM

Source: Mamba PM