Product OperationsInnew and old users of products are different, so how to improve the user retention of the two measures should be taken to make a difference, but in any case is inseparable from the needs of users to meet. according to the definition of Baidu Encyclopedia:In the Internet industry, users in a certain period of time to start using the application, after a period of time, still continue to use the application of the user, is considered to be a retained user, this part of the user account for the percentage of the new user is the retention rate, according to every1unit Time (example day, week, month) to be counted. As the name implies, retention refers to"How many users are staying here ?". Retained users and retention rates reflect the quality of the app and the ability to retain users. since the retention rate has a certain period of time concept, then from the old user (has been active for a period of time) and new users (just pull new users), how to improve the retention rate of the corresponding group must also have a different consideration, after all, the new and old users of the product understanding degree, on the contrary, Products to the new and old users of the user characteristics of the degree of understanding is not the same, can do and need to focus on the different. Based on this, this paper mainly from the improvement of the retention rate of new users to analyze, corresponding to the next day retained this kind of short-term retention indicators. screening of high retention channelsproduct pull new will not be blind, any product has its own target users, and different pull new channel user characteristics is not the same, how to obtain accurate target users will directly affect the retention rate of new users, so the analysis of the different channel users is important. from the product positioning to confirm the corresponding user source channel, a product positioning not only contains the characteristics of the target users, but also includes the flow of content or community atmosphere of the adjustment, select similar location of the channel to obtain the user is undoubtedly accurate, the corresponding new user retention rate will be higher. For example: from the new venture product of sterling Silver Cat cake, its product positioning as“tell a story in short video", the target user is not just like the ordinary users, but with the lens sense, there is a passion for creating stories users. So in the introduction stage of the seed users have to go to a few distribution of soft paper to introduce the powerful free video editing function of the cat cake, after all, playing the minority is the tool to explore the spirit and expression of desire. From the location of the cat pie, it is not to rob the second shot, the United States shot short video users, will be the watercress,same,VUEmay even be xiaoying users, because this part of the user more elegant expression, more concerned about the quality of the creation, which is undoubtedly consistent with the definition of sterling silver target users. The author is responsible for such a wide range of short video information products, such as cat cake by the product positioning the appropriate channel is not very reasonable, after all, all channels seem to be the same value, so will filter the high retention rate of the channel as the main user to obtain the source. Based on the product data that I am responsible for, Huawei,OPPOthe user retention rate in the marketplace is higher than in other application markets, so we will focus our promotional resources on these two channels. whether it's for vertical products or pan-user groups, sifting through the right channels and getting more accurate users is the most effective step in promoting new user retention rates when marketing. brand awareness of the APPa good product name andSloganis undoubtedly very important, because this basically represents the product localization, makes the user to this product first impression. Take the cat cake above as an example,"Cat Cake"The name doesn't know what it's about at the first glance.APPof, butslogan "tell a story in video"but it is very clear to tell the user that this is a heavy video expression in the application. In fact, the combination of product positioning and careful consideration, cat cake seems to be a qualified name, because it does have a sense of refined life. Name andSloganTo enable users to produce the initial brand awareness of a product, through a variety of advertising channels and more forms of marketing, can let more people understand the product form, which can help the product to introduce a precise target user group. New users have a strong sense of brand identity, in the product experience is not too bad premise, the initial user retention rate will not be too bad. Another kind of cognition is the feeling that new users use for the first time. Users come to the hope that through the product to meet their own needs, if the first use of a variety of vacant, can not find the function to meet their own needs, or poor performance of products, the emergence of stuttering,Uidislocation and other bad experiences, it will not only affect the brand impression, but also may create a bad atmosphere, affecting the introduction of the subsequent new users. Therefore requires the product to do a good job of the new user guidance and access to optimize the path, to provide a sound core functional experience, to help users to meet the needs more quickly. in the process of user introduction and initial use of the user to get a sense of satisfaction, and product recognition, so that they are willing to continue to use the product can be time. feature Analysis for active users Facebook,Twittersuch as foreign large internet companies through long-term analysis found that when new users in a certain time, a certain frequency use of a certain function, there will be a greater probability to stay, become loyal users. For such a function, if the user is guided to a certain number of times, the corresponding retention rate can be increased, the number of times corresponding to the number will be"Magic Numbers". For example: · FacebookfoundTendays to add7A friend's user retention is high; · Twitterdiscover new users in -Days of attention -A friend is easy to be active on the platform; · Linkedinfound in7days to add in5new users of contacts will be more frequently retained and used. Magic numbers correspond to the behavioral differences between active and inactive users, and if the product can be designed and operated to allow as many new users as possible to complete this critical behavior, and thus experience the value of the product, then it is easy to meet the user's needs and improve retention rates. For example: fromTwitterthe corresponding domestic products Sina Weibo, Weibo will not only when new users open the application for the first time recommend a large number of high-quality platformVusers to attract new user attention, andFeedstream in real-time according to a variety of dimensions recommend high-quality or relevant users to let users focus on, these practices are to enhance the user's attention, so that new users see more content, resulting in more interaction and relevance, so as to recruit users to the initial retention rate. How do we find the magic numbers? Usually through the platform user behavior data analysis, or user research to determine. The former compares and confirms the behavioral differences between active and inactive users by recording and analyzing the user's behavior data in the application and corresponding to their respective retention conditions. The latter, through the investigation of active and inactive users, through the chat to understand the user's basic social attributes, use purposes, access paths and operational behavior characteristics, to determine the differences between each other points. after finding the difference point, you also need to passAB Testto verify the existence and impact of the difference, so that the final magic number can be determined. As a general rule, there may be more than one magic number for a product, so more verification is needed to adjust the direction of the product optimization based on the priority of the positive impact, and in the process of user starting to use the application, the product design and operational aspects are used to guide and promote the new user to achieve the difference behavior, thereby increasing its initial retention rate. establishment of user operation systemusers use a product is sure to meet their own needs, if the product in order to meet their core needs at the same time, to provide users with material or spiritual incentives, presumably users will be interested in this product greatly increased. The establishment of user operation system is to satisfy users ' needs and make users more happy, if this system will attract the users at the beginning of the new user's use of the product, then it will improve its retention rate effectively. The most common user operating system is the user incentive system, using points, grades, rankings, medals, etc. to attract users to continue to use the application, in order to achieve an achievement or obtain a certain amount of material and spiritual reward. This game method to stimulate users to participate in the interaction with the platform and users, and make full use of the human nature of the comparison and show off. It is noteworthy that the establishment of the user reward system must be tied to the core needs of the user, so that the user in the process of satisfying the need to obtain affirmation and reward, so as to have a sustained participation momentum. activity operations for target users and core functions are also an effective way for new users to understand and participate in the platform ecosystem as quickly as possible. For example, the e-commerce classAPPoften use or make their own festivals to do promotional activities to attract the participation of users, financialAPPoften with new user incentives to attract new users to bind cards and investment, shared bicycles often use the new user first charge or set card activities to stimulate the continued use of the user, these combined with product characteristics of the activities are effective way, so that the new users as soon as possible to participate in the platform's functional flow, Increase the short-term retention of new users by benefiting from them. In addition, in the user process, better guide users to perform functional operations, as well as the timely response and resolution of user feedback, are part of the user's operating system, improve the user's product goodwill, so as to promote its continued active. continuous recall via pushtoday, the user's phoneAPPmore and more, the function homogeneity is also more and more serious, how to let the new user after the first use finished the product, still can recall again, in addition to the above said with good use experience and reward system to call back, there is a particularly important is to wake up the user by message notification. different products may not have the same effective message callback method. For example: ·social applications generally will find ways to obtain the user's mobile phone number, so the use of the common text message chain to call back users; ·Some products are initially serviced by a public account, so they can be called back to the user by means of a public message, such as activity or content; ·There are also products that will be sent back by mail because of the way mail is registered at the beginning, but this method is more suitable forPCend; ·for mobile-based products, usePushmessage to call back the user is the most effective and most common way. this way first of all need to pay attention to push the message to conform to the scene, for example, the author responsible for the product mainly push hot spot video news to the user, as far as possible to meet the needs of users to use the product, rather than other and product core features not related to the message. then, you need to pay attention to the time and frequency of message push, avoid disturbing users and be uninstalled, this need products and operations students according to the platform user's message click Data to constantly adjust and develop appropriate push strategy. Finally, because of the wide range of push messages, how can you improve the appeal of home news to users? The author suggests that we must do fine-grained operation for different users to push, according to the user's social attributes (age, location, education, occupation, etc.) and user preferences, targeted to do personalized push, in order to ensure that push messages to attract users focus. In addition, to ensure that users receive the application'sPushinformation, you need to take a deeper look at the product and technical level. As stated above, today's users 'APPmore and more, every family also want to give users push message, so now many users will be accustomed to close the application notification permissions, which requires product personnel to use product means, according to the user's behavior path, reasonably remind and guide the user to open the notification permission. And for today's Android-side system-level push mechanism of chaos, can use technical means reasonably compatible with some third-party push system, such as Huawei, Xiaomi push, in order to improve the push message reach rate. finallyThe above five points are basically based on the target user's channel acquisition, Brand attraction and use experience, active user behavior analysis, user engagement, the user calls back the process sequence to consider how to improve the retention rate of new users, of which the latter three also contribute to the improvement of the retention rate of old users, especiallyPushThe message to the user's reminder, also applies to the drain user's callback. From the user process, the first four points can be done, so that new users from the beginning of contact with the product will be able to generate continuous dependence, and thus continue to be active. In addition, the high frequency function to drive low frequency is also a common practice of many products, especially for tool-based products, typically such asUcBrowser Add content information, e-commerceAPPTime -limited seconds to kill activities, and other products through the continuous expansion of the user's use of the scene to maintain the continuous growth of products, typically for example, search a look, Mo Mo's live short video friends. Of course, these practices are accurate in order to continuously improve the retention of old users, to avoid the loss of active users. In General, the key to improving the retention of new users is to give users a good first impression, to effectively meet the needs of users, and bring additional surprises, while the key to improve the retention of old users is to do new user retention on the basis of expanding the scene to meet the needs of the user's core needs of the branch (this point does not repeat, Many articles are discussed in more detail). This shows that the increase in user retention is still around the target user's core needs to consider.
Not to be missed five steps to increase retention rate for new users
