Operational Tips | How to reach users? Share 36 strategies!

Middle-aged people may have heard of "First Intimate Contact". The plot summary is that Pi Zi Cai met his goddess Qing Wu Fei Yang on the Internet because of a plan. After chatting online and meeting each other later... If the website/APP is Pi Zi Cai, in addition to clear goals, there must also be a beautiful plan to efficiently reach goddess-like users.

No matter how strong the desire is, scientific and reasonable ways of reaching out are needed to achieve close contact with users. A very important link among them is refined operation and data analysis , which is the premise and means of reaching users .

▌Methods of reaching users

What are the means of reaching users? Depending on whether users need to jump to the website/App, this article simply divides the means of reaching users into reaching the external environment and reaching the internal environment . The details are shown in the following figure:

Below, we introduce the business scenarios and key points of each contact method in detail.

▌Exposure to the external environment

1. Email push

QQ email push from a certain merchant

This is a type of reach based on account information (not device number). Once the user's email account is obtained, emails can be pushed to the user. You may often see some foreign (here foreign refers to European and American countries) cases showing that email push is one of the ways to reach users with a better conversion rate. Unfortunately, it is not applicable in China. What is the reason?

The first and most important reason: the effects of active and passive user acceptance are completely different. Foreign countries pay more attention to protecting privacy. For example, if a user is willing to leave contact information such as email and mobile phone number, it means that the user is interested in the services provided by the App/website. On this basis, pushing services/activities will easily achieve better results. In China, user information such as emails and mobile phone numbers are often bought and sold as a form of advertising resource. The vast majority of users receive information passively, so the effect is naturally poor. The second reason is that domestic and foreign users have different usage habits . Foreign users are better at using emails than Chinese users.

Use scenario: Recall

Which users need to be recalled? This requires the use of user clustering/grouping functions, which can group users according to their level of activity. (How do we define user activity? Are users with normal activity levels not at risk of churn? Activity levels are actually relative. For example, for users who open the app/website once a day, if they don’t log in for a week, they can be considered to be users who need to be recalled; for users who open the app/website once a week, if they don’t log in for a month, they can be considered to be users who need to be recalled)

Segmenting users

What kind of content can be sent to recall users? First of all, we need to analyze what the possible reasons for user churn are? For example, if user A purchased a certain type of books on an e-commerce website half a year ago, then what kind of books/products might he need next? If relevant incentive emails are pushed to user A, user A is likely to be recalled.

Key Points:

User grouping is critical, and users who appear to be within the normal range of activity may also be at risk of churn;

Set corresponding UTM parameters and pay attention to the push effect in time;

Incentives do not necessarily mean monetary discounts. You can also try the emotional route based on your own situation.

The following figure shows how to use Analysys Ark to generate ad tracking links:

2. SMS push

SMS push notification from an App

This is a method of reaching out based on non-device numbers. Once the user's mobile phone number is obtained, text messages can be pushed to the user. The effects of SMS push at home and abroad are also different. Similar to email push, the main reason for the different effects is that there is a big difference between the effects of users' active acceptance and passive acceptance.

Use scenario: Recall

Which users need to be recalled? Similar to the usage scenario of recall in email push, it is necessary to define the activity level of users and then divide/group them according to the activity level.

What kind of content can be sent to recall users? Xiao Ming, an operator of a game, discovered that Xiao A was an active user of a casual puzzle game with 28 visits per month. Each visit lasted approximately 0.5 to 1 hour and the active time period was concentrated between 7:00 and 9:00 p.m. The visit frequency had decreased since two weeks ago, and the user had not logged in for five days. Xiao Ming believed that Xiao A was at risk of loss, so he defined him as a user who needed to be recalled. (Since the only account information filled in when registering the game is the mobile phone number, and Xiao A has not logged in for 5 consecutive days, Xiao Ming decided to try to use SMS push to recall Xiao A.)

What kind of content can be sent to recall Xiao A? Xiao Ming studied Xiao A's behavior path in the last active week and found that Xiao A failed many times when passing certain levels. Xiao Ming speculated whether it was because of repeated failures that he lost interest in playing the game? So I tried to push the "cheats" to Xiao Ming.

Key Points:

Segment users in advance. Users with different churn times need different incentives.

It is necessary to analyze the user's past key behaviors from the user path to determine the incentives for the user;

Adding short links to the copy can help users jump to the app/website to learn more details. Second, short links can be tracked by adding utm parameters, making it easier for operators to follow up on the results.

3. Remarketing Ads

Advertisements pushed when Weibo is opened

This is a type of reach based on device numbers. Google and Facebook can deliver advertisements to audiences who have visited the website/APP.

Usage scenario: User recall

For example, based on IMEI, we select a group of users who have added products to the shopping cart but did not check out, users who have searched the website but did not convert, and high-frequency users who have purchased before, and deliver remarketing ads. The purpose is to call on users to go to the website to complete the purchase conversion after seeing the ad.

Key Points:

Whether the delivery is accurate depends on whether it is associated with real-name information. For example, Facebook can achieve accurate delivery to users based on very accurate Facebook user information.

Whether users are directly asked whether they want to watch ads, the effect of active acceptance by users will be better than passive acceptance.

4. Notification bar message push

Usage scenario: User recall

The application scenarios of notification bar message push are very common. Here we introduce the push scenarios and push contents of the following types of apps:

Key Points:

Push different content to different user groups: For example, the user groups of maternal and child apps are divided into pregnant mothers and mothers, and the content these two groups pay attention to is obviously different; push different content to users of different values, for example, the content pushed to high-value users and potential users should be differentiated;

It is recommended to choose the push time and frequency based on people. Do not push frequently, and do not push at night or other time periods when users are resting. Otherwise, it is easy to cause user disgust and lead to the APP being uninstalled by users.

Matching of push content and landing page: If the content sent is information about an event, it is recommended that the push content jump directly to the event page rather than other pages, so as to minimize the user's "discovery" cost and improve the conversion rate;

If you have done well in both of the above aspects, but the message arrival rate is still low, you can try the 4 questions in this article to get the optimal solution.

5. External advertising exposure

Baidu search results for the keyword "shampoo"

Exposure through search engines and traditional advertising (TV ads, radio ads, newspaper ads, magazine ads, outdoor ads, etc.).

Use scenario: attract new customers

By using search engines for exposure, users will actively search when they need a certain product or service. In this scenario, users have relatively clear needs, and the search engine traffic is used to attract new customers, with high quality and conversion rates. The usage scenarios of traditional advertising exposure focus more on combing the brand image and paving the way for attracting new customers.

Key Points:

The placement of search engine advertising mainly relies on the selection of keywords and the appropriate purchase of long-tail keywords; regularly summarize keywords and add keywords based on news hotspots or industry hotspots;

Traditional advertising depends mainly on whether the selected media or advertising space is consistent with the audience itself.

▌Internal environment access

1. Pop-up window

Pop-up page of an App

For example, reminders for website/service function updates; personal center related reminders (such as points and ranking changes); operation guidance; event pop-up windows, etc.

Usage scenario: guide customers to use products and improve conversion

Xiao A is an operator of an e-commerce company. When analyzing the user paths of an activity page, he found that some users had similar user paths. They all browsed the homepage and then skipped 3-5 pages before browsing the activity page. However, these users did not make any purchases. So Xiao A wanted to see if shortening the user path could increase the conversion rate. In order to enable users to reach the activity page as quickly as possible, Xiao A made a pop-up prompt on the homepage. In this way, users who want to jump to the activity page directly can jump directly through the pop-up window, which greatly shortens the conversion path and improves the conversion rate.

User Intelligent Path Sankey Diagram

Key Points:

What kind of content is suitable for pop-ups? You can check whether there are any key promotional activities in the near future and the usage patterns of users. When a certain pattern of users is discovered, you can use the user intelligent path to analyze whether the existing path needs to be shortened. If it needs to be shortened, you can pop up a window to the customer at the appropriate time and directly link to the target page of the activity.

2. Internal Message

Internal message of a game app

Internal messages are mainly used to push system notifications, website announcements, order messages, event messages, etc. to customers.

Usage scenario: guide customers to use products and improve conversion

For example, the in-site message in the picture above informs players that in addition to clearing the level themselves, they can also obtain 2 energy bottles for free, and can also add friends to help them unlock and clear the level. Guide users to extend usage time, deepen usage, and provide more opportunities to purchase various types of props.

Key Points:

It is recommended to push content that can interact with users or that users are interested in, such as information change notifications of products that users are interested in. Avoid pushing content such as function updates that users cannot perceive to users.

Not all content is suitable for push to all users. It is recommended to design different push for different users.

3. Content recommendation

For example, the “Mom’s Circle” on maternal and child apps allows users to purchase products while reading posts and self-media articles.

The “sister circle” in a maternity and baby app

Usage scenario: guide customers to use the product

Use content display to extend user stay time, guide users to discover more content, and encourage users to actively purchase products.

Key Points:

Selection of recommended content: recommending content based on user preferences, which can be based on the information the user browses or allowing the user to select the content of interest;

Sorting method of recommended content: It can be sorted by views, shares, etc. The content that is relevant to the user and of the highest quality is recommended to be at the top;

Users are tagged based on their access path analysis and the information they leave, such as gender, age, and region, and different content is recommended to them based on different tags.

4. Product recommendations

Recommend products to users based on the information they have browsed, searched, collected, and purchased.

Product recommendation page of a food community

Usage scenario: guide customers to use products and improve conversion

One day before Mother's Day, Xiao A searched for "spring tops for middle-aged and elderly women" on an e-commerce platform. After browsing the products, she did not make any purchases. Three days later, Xiao A logged into the e-commerce platform again. Among the recommended products on the e-commerce platform's homepage, there were recommendations for middle-aged and elderly women's dresses, Mother's Day gifts, and middle-aged and elderly men's clothes. Xiao A finally placed an order for one of the Mother's Day gift recommendations on the e-commerce platform.

Key Points:

Make full use of users' search information. When users actively search, it means that they do have needs. Analyze users' search keywords and then make recommendations. Can improve conversion rate;

Similar to content recommendation, users are tagged based on their access path analysis and information such as gender, age, and region left by them, and targeted product recommendations are made to users based on different tags.

5. Chat Assistant

iResearch Ark's chat assistant - Xiaozhou Assistant

Chat assistants are usually embedded in websites/APPs as customer service systems to facilitate users to use products/services. Currently, most of them support users to search for information by themselves, and provide manual and robot customer service.

Usage scenario: guide customers to use products and improve conversion

The chat assistant is used to help users find the information they want. It supports navigation system, site search, and chat functions between users and websites/APPs (supports both manual chat and robot chat).

Conclusion​

Among so many ways to reach users, which ones are suitable for you? We found that only by combining user attribute information (gender, age, region, etc.), analyzing user usage paths (including details such as browsed pages and favorited information), and then clustering and labeling users can we understand user needs more accurately.

Sometimes users leave us a lot of information, and use this information to "tell" us their needs; how do we obtain this user information, how do we convert this information into data, how do we use the data to "reproduce" the user's usage scenarios, reach users through data, and improve conversion rates? Reaching customers is never the ultimate goal. As a business, what we need to do is to improve the return on investment.

iResearch Ark User Lifecycle Management Closed Loop

At this point, you may need a good "shovel" to help you mine customer data and conduct refined operations on users.

Source: Analysys