User operation customer acquisition and conversion methods!

Today I will introduce to you ARGO, a user operation model that has been popular in the product operation circle recently. It will be developed from the following aspects:

1. What is the ARGO model?
2. Differences between ARGO model and AARRR model
3. How to use ARGO

01 A word of advice

1. What is user operation?

With users at the center, we divide users into life cycle stages and segment populations by quantifying key behaviors in key scenarios in the user journey. We set operational goals for different stages of the user life cycle and different segments of the population, and use tools and means to provide differentiated services to different user groups and achieve operational goals.

Simply put, user operation connects products with users through various means and channels and continuously maintains this relationship.

2. What is the purpose of user operation?

1. Registered user scale: maximize the number of target product users;
2. Active user scale: Keep users active at an appropriate frequency and think of the product first when they have a need;
3. User commercialization: achieving revenue targets for products and services through users.

02 ARGO model for user operations

1. Concept of ARGO model

The ARGO model is a user-centric operation model. It quantifies the key behaviors of users in key scenarios, divides the various stages of the user life cycle and segments the population, thereby setting different goals and providing users with differentiated services through certain tools and means to achieve the set goals.

2. The difference between ARGO and AARRR models

I have explained the AARRR model to you before. Both are operational strategies for the user life cycle. What is the difference between the two?

The Pirate Model (AARRR) in Growth Hacking is a thinking model for seeking growth in the user life cycle, but ARGO is an operational model for when growth stagnates or grows weakly (that is, the stock stage of the product). It is based on the user life stage and is implemented at the specific operational level. While ensuring the completion of operational goals, it continuously improves the user life value LTV.

In other words, the Pirate Model is a model for operations that seek growth, while the ARGO Model is a specific action for those that fail to grow.

3. Interpretation of ARGO model

The ARGO model is mainly to help companies design user operation goals and strategies, from acquisition and conversion, retention, to growth and value creation, to build an open user operation platform . The entire model starts when users begin to use the product, providing users with personalized needs at each stage, and pursuing user operation efficiency and maximum benefits through the right operation strategies and touch actions at the right time.

1) Customer acquisition and conversion stage

The main goal of this stage is to convey the value of the product to users and complete user conversion. By converting and settling users, key user information accurately defines the product target group to optimize the market acquisition strategy. It is divided into three aspects, mainly user measurement, user segmentation and user reach. The official perspectives on the above three aspects are as follows:

User Metrics:

It is to establish a data operation indicator system, grasp the personalized needs of users by measuring and analyzing key scenarios, user behaviors, and user life cycles. In the customer acquisition and conversion stage, the data operation indicators involved should include channel scale, new customer acquisition ability, channel conversion quality and channel retention.

User segmentation:

It is possible to group users according to user attributes, user preferences and specific user behaviors. The premise of personalized operation is to face up to the differences among user groups. Users are not a vague and general entity. They need to be segmented through more sophisticated and multi-dimensional labels to achieve more accurate marketing and make users feel valued in their service experience.

User reach:

It is through choosing appropriate user touchpoints and methods of reaching out to reach specific user groups at the right time. In the customer acquisition stage, the focus is on registration guidance and opening screen activities, and retention reminders for SMS verification, email verification, third-party quick login and registration exit are provided during the user registration process.

2) Active customer retention stage

This is the most core stage in refined operations. As long as the purpose is to find the correlation factors of user retention, at this point, we must recognize the personalized needs of different users, find the key behaviors and behavioral attributes of users, the correlation with user activity and retention rate, and the correlation between users with different attributes in terms of activity and retention. This is also the user segmentation we mentioned above, based on whether the operational reach after segmentation is effective .

There are three main goals in this phase:

1. Through a more reasonable user path, guide users to discover the value of the product and form usage habits.
2. Through daily operations, we provide users with personalized experience and promote user retention, activity and loyalty.
3. Identify the reasons for user churn, prevent users from becoming silent, recall churned users, awaken dormant users, and achieve zero investment in users that cannot be recalled. The most noteworthy thing is that users must find the Aha moment at this stage. Attention should be paid to all key points that affect the user's Aha time and corrections should be made in time.

3) Value creation stage

Guide users to exchange product value and maximize the value benefits during the user's life cycle. Value exchange includes paying time, energy, money and material resources to gain related services, etc.

Attention products (such as Toutiao and Douyin under ByteDance): users consume content, entertainment, etc. on the exchange platform at their own time; transaction products (such as JD.com, Tmall merchants, and Alipay): users pay to purchase physical or virtual goods provided by the platform; efficiency tools (such as maps, DingTalk, NetEase Mail, and iResearch): users pay to subscribe to tools and efficiency-enhancing products and services provided by the platform.

At this stage, the person in charge should always pay attention to the correlation between different functions, key user behaviors and behavioral attributes and value exchange. At the same time, he should also pay attention to different operational activities, users with different attributes, and the correlation between different reach strategies and users' value exchange. Through continuous testing, LTV can be improved.

4) Open Technology

Actively embracing technological openness can help companies build a more complete data platform. At the same time, an open data architecture will make secondary development more convenient and enable access to more external applications through interfaces.

The above is the content of this issue. Let’s review it.

• First, we introduced what user operation is and what is the purpose of user operation
• Next, we will introduce what the ARGO model is for user operations.
• What is the difference between the ARGO model and the AARRR model in terms of purpose?
• What is the focus of each stage in the ARGO model?

By Te Fuir

Source: Tang Monk's Preaching