Why are your new users worthless?

Mastering how to organize activities is one of the essential skills for user operations and attracting new customers. Many operators often focus on activities, how to organize activities, and how to achieve goals. Without considering what users want, such activities can reap benefits within a certain period of time, but new users cannot be retained and the results are often unsatisfactory.

We can think about it from these aspects;

1. Activity Positioning

The positioning of this activity mainly refers to the positioning of the corresponding population. The positioning of the population is actually very important for the activity. This will affect the direction of the activity. That is, what kind of method is used to carry out the activity. The purpose of an event is relatively easy to determine: attracting new customers, boosting activity, or promoting the brand .

Positioning in an activity is the first step in planning, which affects the subsequent execution. Therefore, for an activity, the activity positioning must be planned in detail and accurately positioned.

2. Analyze activity data

Activity data is divided into four categories: past activity data, past channel data, past conversion data and current conversion data.

The main data extracted and applied from past activity data are traffic during the activity, user downloads during the activity, landing page types during the activity, and user types during the activity;

The main data extracted from past channel data are the number of exposures, clicks, and page reach rates of each channel; the main data extracted from past conversion data are the conversions of each link, from advertising to page, from browsing to registration, from registration to participation in activities, etc., to form an overall conversion data.

The existing conversion data mainly comes from the analysis of the effects obtained after the activity warm-up. The overall analysis data is the same as the data extracted from previous conversion data.

Generally, during the operation of an activity, when analyzing activity data, most people simply look at the data of previous activities and the data of the channels and then start doing it. Some operators don’t even look at the data before starting to plan and execute the activity.

3. Event Planning

After determining the operational positioning and data analysis of the event planning, it is necessary to implement the event into the actual planning process. Although the event planning is presented in text form, it must be executable, including how a certain event process should be carried out and what preparations should be made. The details need to be constantly refined, which will directly affect the progress of the activity.

After the entire activity format and process are determined, it is necessary to coordinate with the technology and product departments on the design and development of the page. In this process, the activity process must be continuously optimized. The plan must also clearly state how to promote the event in the future, the expected results, and the event budget.

4. Channel Configuration

Now that the activity is conceived, another very important point is channel promotion.

Channels are divided into vertical and non-vertical and user-screened and non-screened. After analyzing the channels, they need to be divided according to the channel's conversion user data and corporate budget, rather than all of them being put into use.

After determining whether these activities are suitable for certain channels, final optimization and preparation should be carried out for all channels, because different channels require different images or text content. At the same time, it is also necessary to optimize the channel conversion before the event advertising is launched or during the preheating launch to reduce consumption and increase conversion rate .

Five activities warm-up

There are two types of preheating: the first is internal testing preheating, and the second is open testing preheating.

1. Internal test warm-up:

Internal testing preheating may be conducted through seed user groups, employee user groups, or core user groups. Generally, internal testing is first conducted by operations, and issues such as testing procedures and rules are discussed.

2. Open preheating

The difference between open warm-up and internal test warm-up is that large-scale publicity for the event begins. Generally speaking, during the open preheating process, what operations need to pay most attention to is whether users will behave according to your previous internal test preheating, because the effect in the internal test is not equivalent to the final effect. The year-on-year effect will decline during the open preheating. At this time, you need to conduct targeted operational cooperation or increase channels to improve the success rate of the event.

6. Activity Optimization

Once an activity has gone through positioning, planning, channels, data, and preheating, the entire activity is basically completed.

If we want the activity to produce better results, we must optimize it. It is mainly through further optimization of channels, planning, and preheating data, with the ultimate goal of reaching the optimization peak. Optimization is not about the simpler the better. It means being concise, not having too many complicated things, and not confusing people.

The author of this article is @静社群化联盟. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games