Product Operation 3 Parts: volume, retention, active

There is a very good single male friend once in a drink let go of such a house: Girls-20-30-year-old we have to focus on, 20-year-old we have to keep trying, 30-40-year-old we will not give up, is a joke at the time, then the work is often remembered, Perhaps this implies a touch of product manager work.

There is such a seemingly simple, but all product managers are working on the Operational trilogy:

1, to do a product to attract users;
2, through the operation to retain users;
3, let the user continuously active in the product.

Operation of the truth in the "user", in accordance with the user-centered, closely around the user. As a result, operating products are actually operating users. So, how does the user operate?

One: Front and side view users

"60-70 after the introduction of the object": My relatives have a daughter, 28-year-old, state-owned staff, long live in Shanghai, people are very good, to meet?

Key words: Age, geography, occupation

"80-90 after the introduction of the object": I have a friend in Shenzhen, the long hair of the big beauty, absolute goddess fan, height 168 tall, big good, foreign work, have a car, typical foodie, when about out to eat a meal to know the next

Keywords: age, region, shape characteristics, income, hobbies

--positive vision (product operation) in the user is universal, the similarity is high, or is divided extensive, the personality difference is not obvious, and the side view (user operation) of the user is mixed, pays top academics, bizarre; Just like the network term for women: Lori, be, queen, soft sister, female man .........

From the side of the user is the user operation of the introduction heart. How to correctly look at the user from the side, you need rich data support:

We have a plump user portrait by using the properties of the user feature library to cross-classify different attributes.

Data-based, clear user portrait, and then combine the positioning of the product, tightly lock the core users, this is whether it can be through excellent marketing means to attract users to my product, is it meant to be successful?

Second: The user's life cycle in the product

Throughout the course of human life, most people will trigger the same thing:

General path: such as birth, study, work, marriage, children and other experiences;

Frequent trigger paths: such as eating, sick, traveling, and other behaviors.

Similarly, the product also has a set of user lifecycles, such as games:

General Path:

Users in the product experience path will trigger different scenarios, resulting in different results, the common situation is active promotion, pay, active reduction, loss. When such a situation occurs, product operations will be based on the product market data performance to develop a universal operation means to intervene, in the game dimension, product operations will generally be through the recharge, active, reflux and other marketing activities for the overall user to stimulate the overall data changes.

But the fact is that each of us is different, just as there are no two identical leaves in the world, such as when to read, when to get married, what to do, what to do, what seems to be a consistent life context, has different wonderful. User operations will be targeted to this, the difference is.

Three: What should be done by user operation

We need to do two things first.

1. Classify the active users in the product by different attributes

2. Observe the performance of different user groups in the product experience path after classification

Here is a concept map that leads to:

Again how to do to extend the user life cycle, improve user value, feed back the value of the product.

User lifecycle management model under Big data (precision intervention CLM)

Data monitoring for different groups of users based on big data, and identify users who need to be impacted.

The process of designing operational content to intervene in the user's game experience in a path that is frequently triggered by users.

Continuously follow up the intervention after the user's performance in the product, and feed back the promotion of product content upgrade.

Expand the user reach channel scene, gradually improve the content of user intervention, improve the success rate of user intervention.

Four: How to measure the value of user operation?

Pre-abtest can be used to observe whether the user operation of the output comparison, the latter through the continuous expansion of channel capabilities and operational capabilities to expand the scope of user operations, extend the user's life cycle in the product, expand the value of user operations.

Products should be based on the user, operation more around the user. User operation is like TCM diagnosis and treatment, with palpation observation as the beginning, and then the intervention for dispensing, in order to achieve the effect of eliminating disease and health; the attitude of the user operator should be as mentioned in the first article: No matter what stage the product itself, we do not abandon each category of users.

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Product Operation 3 Parts: volume, retention, active