My understanding of user activation and practical communication

Activation is to allow users to use the core functions of the product as quickly as possible and complete the operations we want them to perform. The general process is: clarify the activation goals, sort out the steps users need to take to achieve the goals, and then break down the specific circumstances of the steps. Achieve fast, efficient and accurate.

Let me first talk about my understanding of activation.

I saw this sentence these days: activation is to allow users to use the core functions of the product as quickly as possible. I added another idea of ​​my own after this sentence: Activation is to allow users to use the core functions of the product as quickly as possible and complete the operations we want them to perform.

So looking at it this way, we need to know what our activation goal is and what steps the user will go through in the process to achieve our desired goal.

Then I thought about what experiences in my previous work followed this logic, and wrote them down to share with everyone.

Previously, we built a credit card application platform.

The purpose of our activation is actually to let customers know: this platform can apply for a credit card and successfully apply for a credit card.

Then look at the various steps from user entry to the final application: In this process, there are generally steps such as users accessing the platform, browsing and selecting credit cards, and applying for credit cards.

Then we did different work for these links.

1. First, users access the platform

Since most of the users coming into the Credit Card Supermarket are traffic brought by precise delivery (thanks to our excellent delivery partners), the purpose of the users coming in is very clear. We only need to inform customers as quickly as possible that we are a platform where they can apply for credit cards.

Therefore, we will achieve conversion by immediately pushing credit cards to new users, and the credit card content you push and the ads you place must be 100% matched. The data is still very good, and most customers will click on the credit card we want to promote.

2. Next is to browse and select a credit card

In this link, I personally think the most important point is "matching" - how well the information you provide to the user meets his needs.

Based on the matching degree, we can extend it further:

• What is the purpose of users applying for credit cards? We provide different categories for users to choose from based on the purpose of applying for the card;
• What are the user's tags? I recommend a more suitable credit card to him, which is how we came up with our recommended card application tool;
• What are the concerns that users may have during the selection process? We conducted user research on this and then created a tool to alleviate users' concerns.

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Of course, there are many directions to consider that we have not yet thought of. But if the matching is done well, the conversion rate will not be low.

Then, in the process of confirming the matching degree, you can look at some data to assist your practice. For example, if you find that the user is concerned about the low application success rate, then we will match the credit card with a high success rate that you have seen on the platform to the customer.

But let me add a comment here: the ultimate goal of the credit card business at that time was to make money, so we did not just consider the matching degree, but also gave our products more traffic and strong guidance that would benefit us better. For example, pictures, copywriting and other things that can attract users at a glance.

Therefore, if the goal is profit, the specific credit cards that customers should apply for/products that they should purchase also need to be tested and adjusted.

3. Next is to apply for a credit card

We made different attempts to address different situations that arise during the credit card application process.

• For users who clicked on the application and actually applied, their application was successful: the activation of these users has actually been completed. It’s great that the goal has been achieved. Now I can consider how to repurchase.
• Users who clicked on the application and actually applied, but whose applications failed: For these users, we immediately recommend a new credit card to them after learning of their failure results. And ask the reason for failure and find out the reason why the application was not approved.
• Users who clicked on the apply button but did not apply and returned directly within x seconds: These users actually had the intention to choose this credit card, but may not have reached the final step for some reason. They are the ones that deserve special attention.

The measures we have taken are:

• First push the card that showed a strong desire to this user, and tell him that he has not completed the application yet.
• Secondly, we can find out the pain points of these users and why they did not apply in the end.

Through some user surveys, we found that filling out credit card application information is the most difficult. In response to this, we initially made articles and videos about application guides, but the access data results did not look very good (I don’t remember the specific data, but I roughly remember that the entire H5 had one or two thousand UVs every day, but the cumulative number of visitors to the articles was only a few thousand).

There was no optimization afterwards. If I were allowed to continue, I would probably choose manual intervention and directly "pimp".

IV. Summary

Finally, I would like to share with you one of my own experiences: the result is important, but the process is also worth recording.

Don't dwell on not achieving your goals. In fact, the most rewarding thing is gained in the process. For example, what you are reading now is my first sharing. Its output was not my original intention, but just my feelings in the process of achieving my goal, which is also good.

Author: ZCC

Source: ZCC