How to build an app growth plan? 5 steps!

User growth is a complex system that involves the coordination of multiple links such as products, operations, marketing, and technology. It is difficult to achieve growth by relying solely on a single point attack. Based on the case of 95 Points APP, the author describes how to build a complete five-step user growth plan through layer-by-layer analysis when faced with a user growth dilemma. Let’s take a look at what the author says in detail.

This article’s 95-point growth plan is mainly divided into five major contents. The figure below is the outline & mind map of this article. The author will elaborate on each part below.

I. Overview of the Program

Let me first briefly introduce the product 95 points. The product positioning of 95 points is: based on the traditional e-commerce model, it is the first to establish a service system for multiple physical inspections and identifications of idle goods. By providing one-stop services such as quality inspection, identification, cleaning, photography, and warehousing, it ensures that trendsetters can conduct idle transactions of trendy goods without worries.

Through the platform, users can enjoy high-quality services such as sneaker cleaning and care, sneaker authentication, sneaker photography, and quick payment within 2 hours after the sale during the process of buying and selling trendy items.

The product goal of 95 points is to classify various product features for complex identification scenarios of idle goods, strive to ensure the accuracy of identification to the greatest extent, and provide both sellers and buyers.

We first need to formulate the goals of this growth plan: the core goal is to increase the GMV of 95-point products.

With GMV established as the core goal, our key performance indicators came into being:

• KR1-Increase the number of product users + the number of users who place orders;
• KR2-Reduce the customer acquisition cost of the product (CAC reduction);
• KR3-Increase the average order value.

Now that we have a goal and a plan, we need to find a reliable model as the implementation principle of this plan. The principles of this growth plan: analysis is based on the AARRR model. Use data-based analysis as the basis for decision-making to reduce human empirical judgments.

The following lists the categories of all current users:

• New users (uncontacted, unregistered, unpaid)
• Paid users (already paid - first time purchase)
• Lost users (registered but inactive for more than 7 days)
• Repeat purchase users (paid - Nth payment)

2. User Stratification

In light of the above, before developing a user growth strategy for your product, you must clarify three questions: Who are the users? Where? What are the characteristics? The target users of the product need to be grouped first. After the goals and directions are clear, what needs to be done is to break down and refine the goals and develop corresponding measures to achieve the goal of user growth. As the Internet continues to develop, more and more means of user growth will emerge. Here, the author only provides you with a general idea of ​​user grouping and suggestions on model selection.

1. User grouping (based on the following four user attributes)

• User attributes: Who is the user - gender, age, region. Users with different attributes may be interested in very different content, so this is also the most basic dimension for user segmentation.
• User behavior data: User browsing, adding items to the shopping cart, etc. are all user behaviors, reflecting that users are in different stages of purchasing decisions. In a standard purchasing process, the way and content of user contact at each node are different.
• User preference data: derived from past user behavior in the product, labels the users and accurately pushes products based on their preferences for different products.
• User status data: divide users into different statuses based on their activity level, behavior, etc. Generally, they can be divided into lost users, low-activity users, and high-activity users.

2. User segmentation based on RFM model

There are many ways to segment users, and we need to keep experimenting to find the right method and fix it.

User operation is to continuously summarize and accumulate such simple steps to eventually form an effective operation system.

This article suggests using the RFM model to group users. It can efficiently find key behaviors in the product that can measure user value, cross-analyze and evaluate them, and ultimately form a hierarchical model.

3. User Operation

As user experience becomes more and more important, traditional ways of reaching out are no longer feasible in the mini program mall. Therefore, based on the user segmentation mentioned above, a differentiated operation strategy is adopted for the 95-point product.

3. Growth fission

After clarifying the user groups for growth, we entered the growth fission stage. The first thing we need to clarify is the growth goal of the plan: to get the largest number of registered users at the lowest customer acquisition cost. With the growth target in mind, we conducted system integration and opportunity analysis on user acquisition in the 95-point growth segment, and divided the user acquisition channels into four categories: resource-based growth, platform-based growth, fission-based growth, and investment-based growth.

The growth means analysis is shown in the figure above; through the analysis of the above system, we list 95 specific fission means:

• Core functional point settings: Satisfy users' curiosity: Activities - Extreme passion, price cannot stop the dream of sneakers (high quality and low price); Satisfy the desire for competition: Activities - Based on sharing in the circle of friends, you can buy high-priced shoes at a low price.
• Viral communication: selling products at high prices and low prices can help stimulate sharing; sharing of 0-yuan lucky draw activities can increase new customers; auction and bargaining can be spread, and every user who shares will have a chance to bargain.
• The conversion path is clear: the process is simple and the rules are clear; use two pages instead of one; you can see the updates and messages from friends and family, which improves interactivity.
• Suitable communication channels: Moments - high-end and in line with the target users' tastes; Weibo - generalized traffic, can cooperate with big Vs.

4. Activation and retention

Based on the new fission we added above to generate new users for the product, for newly registered users, we need to take corresponding measures to make users active or retain them, that is, to carry out the activation and retention links of user growth.

For the 95-point product, the basis we set in the activity and retention stages is to focus on content. No user will come for your product features. What really retains and attracts customers is the content.

We match user tags through the content that users have browsed, content tags, favorite content types, etc., in order to achieve the purpose of refined operations.

Through the analysis of the above active retention system, we can summarize the following three best solutions for 95 points in the active retention stage:

• Promotion through activities: mainly based on the guidance of operational copy before ordering + undertaking of operational strategies after ordering, which is divided into the following two points: within a limited time, you can participate in the lucky draw after placing an order; after placing an order, you will receive a free authentication/shoe washing service.
• Content activation: Based on the recommendation engine, we formulate recommendations based on browsing history, favorites, likes, and comments, and accurately recommend similar products that users like to users through information push channels (in-site messages, push notifications, recommended spots on the first screen of e-commerce modules, etc.).
• Community activation: In the future, we can try to conduct intra-city linkage transactions in multiple cities, such as face-to-face transactions in the same city, second-hand sneaker communities in the same city, etc., to increase the proportion of active users and loyal users.

5. Commercial Monetization

In the above text, we have analyzed layer by layer and come up with a detailed operation plan with a score of 95. The next step is the last part of the whole text: commercial monetization.

First of all, we need to understand the principles of commercial monetization: take the conversion rate of each link as the dependent variable Y, and try to exhaustively list the independent variables X that affect Y for regression.

The commercial realization of the 95-point growth plan in this article is resource integration marketing (horizontal integration + vertical integration) centered around increasing its transaction volume and conversion rates in each link.

• Internal and external integrated marketing: integrated marketing of internal membership and external platform promotion, such as the 95 points & keep joint training special.
• Internal integrated marketing: online virtual membership & AR shoe-trying; online virtual membership & priority push of good shoes at auction; vertical integration: enjoy exclusive bargaining when purchasing membership for 2 consecutive months, etc.

Finally, in order to realize commercial realization, we also need to set the necessary indicators within the link to evaluate and monitor each link of growth, as shown in the following figure:

The above is the complete content of the 95-point product growth plan. I also hope that everyone knows that if you want to promote the dissemination of products, the operations team or the product team alone cannot act independently. The growth team must be closely integrated with operations and products to embed internal motivation into the product.

Finally, I hope this article will be of reference value to you, that’s all.

Author: Xia Chen

Public account: Xiachen