The essence of user operation & two-step method

For a long time, many marketers and operators have been wondering what user operations are? There is confusion or controversy about the specific job responsibilities of user operations. In fact, as long as you grasp the essence of user operation and the two-step method, you can do a good job in user operation. I will analyze it with specific cases.

Today I want to talk to you about user operations, which is also "For Internet marketers/operators, how to grow quickly and build core competitiveness?" 》Fill in some gaps with the most important of the four major supports of the marketing operation system - the conversion support.

1. What is user operation?

For a long time, many operators have been wondering what user operations are? There is confusion or controversy about the specific job responsibilities of user operations. For example, many Internet companies have different job responsibilities for user operations. Some companies also include the job responsibilities of customer acquisition, event operation, and content operation in the user operation position.

But as I said in "What is Internet marketing, operation and market?" What are the relationships and differences? As mentioned in the article “Node Division and Responsibility Division”, there is no single standard for node division and responsibility division. It varies according to product attributes, organizational structure, business needs, etc.

All we need to grasp is the essence and purpose of user operation - that is, to do a good job in initial conversion and retention (repeat purchase) of users - which is also the ultimate goal of marketing operation (some companies also include customer acquisition in user operation. Although customer acquisition is closely related to conversion and retention, it is clearer to talk about customer acquisition and retention conversion separately).

What everyone knows: user stratification, formulation of user incentive measures, growth system planning, community operation, event operation, content operation, etc. are all methods to achieve the essence.

However, many operators now adopt user operation methods and strategies by copying and doing whatever others have. If my users are not active, I will organize check-in activities, red envelope grabbing activities, promotional activities, recall push or text message activities, etc.

When I saw others pulling important users into community operations and conducting tiered operations, I did the same. But after you do this for a long time, you will find that some of the effects are not good. More importantly, you will find that this series of actions has no long-term and clear planning, and they are just done for the sake of doing.

2. Two-step method for user operation

After grasping the essence of user operation, you only need to do two steps to do a good job in user operation:

1. Grasp the needs of users to optimize and build your products - the first step to conversion (initial conversion)
2. Grasp the three psychological factors of users' love of gain, fear of loss, and satisfying emotional needs to ensure user repurchase and retention

1. Grasp the needs of users to optimize and build your products - the first step to conversion (initial conversion)

(1) Methods for exploring user needs

Search method: When users have needs, they will search online and further explore their (core) needs through their search keywords.

Tools: Use 5188 Big Data - Keyword Demand Map: https://www.5118.com/naotu

For example: doing online English enlightenment courses. After entering "Enlightenment English"

Through the analysis of high-frequency words related to "Enlightenment English", we can conclude that:

• Potential users have a certain understanding of the ways or methods of how to start learning English. (Word frequency: children's songs, videos, picture books, animations, apps, software, language enlightenment, etc. users are looking for enlightenment)
• Potential users already recognize the brand, which means that brand is an important factor in user decision-making and we need to focus on building the brand. (Word frequency: Pearson, Cambridge, Tsinghua)

By analyzing the word frequency radiation diagram: that is, why the relevant high-frequency words appear here to further analyze user needs:

• Potential users are looking for enlightenment. (Word frequency: method, Zhihu (it can be seen that it is an important layout channel))
• Enlighten English has two well-known competitors (word frequency: BabyBus (online), Baby Learns English (online), Hong En Children's English (offline)).
• Potential users recognize the original American and British versions (word frequency: USA, BBC).
• The method of English enlightenment varies according to different ages (word frequency: one year old, 2 years old, 3 years old, 6 years old).

Further explore user needs by analyzing question word associations:

Keywords: why, how, too long, how much, how, etc. can be clicked to view their details to explore potential user needs. For example, if you find that potential users are looking for:

• Methods of enlightenment (keywords: how, what, why)
• Looking for an institution for enlightenment based on its reputation: (Keywords: which, where, which ones)
• Look at the price, price is also an influencing factor (keyword: how much)

Competitive product analysis method (this requires a lot of space to explain, and will be filled in later)

Research report method: Reports from senior industry professionals or researchers are an effective way for us to understand user needs. The key is to find these research reports and read them carefully. You can do it in these places:

• iResearch - iResearch: http://report.iresearch.cn/
• 199IT Internet Data Center: http://www.199it.com/
• Data News – Analysys (Analysys Think Tank): https://www.analysys.cn/article#analysis
• Mobile observation: http://mi.talkingdata.com/reports.html?category=all
• Guojin Securities Research Institute: http://www.gjzq.com.cn/main/invest-advisory/index.html
• CICC Research Report: https://research.cicc.com/index

Interview and questionnaire method . There are many searches on the Internet, so I won’t go into details.

(2) After discovering user needs, create, optimize and package products based on user needs to achieve initial conversion.

The product display is all on your product landing page. For example: Through the above analysis, we found that:

①Users are looking for ways to be enlightened and are paying attention to word of mouth.

• Then I need to focus on using users' posting word-of-mouth and methods to attract traffic in communities such as Zhihu and Mamazai, and become an opinion leader in these communities.
• Judging from word of mouth, users will search, so I need to spread favorable and high-quality information about the product on at least the first two pages of Baidu's brand name, and also endorse it with supporting data such as sales.
• From the perspective of user effect, I need to focus on highlighting the learning effect of existing students on the product introduction page to improve conversion

② Users recognize American and British textbooks, so my teaching and research system should be built around this, such as introducing authoritative textbooks from the United States and the United Kingdom, teaching methods from teachers and well-known teaching collaborations, etc., to build our professional image.

③Price factor is also something that users value. I need to compare competitors' products with my own conditions to see if I can gain more advantages. I can either do limited sales at a moderate price, taking advantage of users' desire to get a bargain; or I can give users products they need as gifts, such as picture books, language sense courses, etc. Improve conversions through free trials, installment payments, etc.

2. Grasp the three major psychological factors of users: like to gain, fear of loss, and satisfy emotional needs to ensure user repurchase and retention

In "For Internet marketers/operators, how to grow quickly and build core competitiveness? 》 said: Retention and repurchase (user retention) are to increase your average order value, and are the best means to increase your average order value.

Prerequisite: The product can meet the needs of users and is high frequency or relatively high frequency.

Basics: You have channels that can effectively reach and awaken customers: WeChat public accounts, personal WeChat accounts, WeChat groups (QQ groups), APPs, SMS, etc.

Essence: Grasp the following three psychological factors of users:

① Like to get benefits

② Fear of losing what he already has, constantly building his sunk cost (it is best if this sunk cost is earned through his own efforts)

③ Satisfy emotional needs: such as satisfying his vanity and enjoying privileges

Points to note: The benefits you provide to customers must be perceived by users. If users are not aware of them, it will be useless.

The following example illustrates how to operate (more ideas, specific practice depends on your own product):

(1) Seize the psychology of “liking to get benefits” (this trick is also often used to increase users’ first conversion or first purchase)

The gifts, free trials, and limited low prices mentioned above are all based on the user's desire to get something.

Retention (lock-in) can be achieved by setting up a points (membership) system.

Core: Give him enough reasons (benefits) to buy for the second time, and the Nth time. At each level you give users perceived benefits and motivate them to do the actions you want them to do.

A. Points system

① After the first purchase, the second and third purchases will be discounted, such as × yuan and × yuan; there are also points. You can earn points by spending on your own, and double your points by inviting your friends to buy. Points can be withdrawn (e.g., at a ratio of 1:10)

② User stratification: According to the user's contribution to you, the frequency of use of your product, and the characteristics (we need to cooperate with product and R&D partners to help us count and track user behavior data), they are classified into different layers, and different benefits are given to each layer, and they are induced to progress to higher benefits.

B. Stored value system : allows users to store value for consumption.

How to motivate users to recharge? In addition to being able to purchase your services or products at a lower price (such as N discounts) after recharging, you can:

① The points system allows users to have a points system, so that the user's points can be deducted from ×× yuan

② Stimulate the deposit (hunger marketing). Now the deposit can be stimulated by giving away ×× (such as free courses) and other means.

(2) Seize the opportunity to “fear of losing what you already have and continue to build up your sunk costs”

Often used in conjunction with the psychology of "liking to get benefits"

For example, points, coupons, privileges, etc. obtained through multiple purchases or participation in our activities can be used to purchase new items. We need to plan different activities every month to get users to participate, so that they can form silent costs (such as points, coupons, etc.) through their efforts.

(3) Satisfy emotional needs: such as satisfying his vanity and enjoying privileges

① After depositing or spending a certain amount of money, the user becomes our VIP. He or she will have an exclusive QR code. When friends scan his or her code to make a purchase, they can get discounts or gifts. At the same time, he can also get X% of the amount spent by his friends.

② Customize products for a certain period of time, make him your product spokesperson, and send small gifts to users every year.

③ Give him privileges (privileges are also beneficial to him), such as the higher the Zhihu salt value, the more power he gets, and the more display he gets.

Author: Ye Dafu

WeChat public account: Ye Dafu Marketing Operations House