Operators are usually more concerned about a problem: what kind of method to re access the lost users? Today we talk about what the key to the guiding strategy, how to correctly use the data to seize your target user?
In general, when the operator is talking about re acquisition of the user’s method, usually refers to planning some activities by way of news push to encourage those who have lost the user, so that they come back. But this is all in the way the general use of the method can not get good results, why? The reason is that they are in the “campaign failed” after taking measures.
When you find the loss of users, will be desperate to planning activities, such as: a big discount or some promotions, but often return is those who give you bring profit and minimum maintenance cost highest user. The results prove that: This is a failure of strategy. Once your application is user “limbo”, almost no way to wake up those lost users. You need to do is grab them before the churn. That’s the right choice.
So the question is, how can we retain more users and prevent them from losing it? This needs to be applied in each and the user interaction process, can further understand their needs, enhance their experience, improve the user’s satisfaction. This may not sound complicated, but it is not easy to really do a good job, but summed up, really need to do is to make smart use of your user behavior data. So specific how to do?
Here are 4 suggestions to make sure you keep your strength in the right place:
1.Define the user’s life cycle
If you take a bit of effort, you’ll find out from your user behavior data: there is a clear indication of what the user is currently in the stage. It takes you to discover, analyze, and act. One of the methods is to use the user’s life cycle method to define what the user is in a stage of life and to analyze in this stage.
First of all, for your business, sorting out the user’s life cycle which is divided into several stages, can according to your needs enough detailed division. For example, can be divided into 1 stages: early entered the 2 stage in 3 attracted the loss risk of stage 4 loss stage.
Then, you need to define what the user is at each stage. For example, for the application of electricity suppliers, the early stage has just entered the stage, can be defined as a user in his first 15 days after the purchase of the stage. An attractive user phase can be defined as having at least three purchases or more than 10 times a week to visit your application. In addition to ensure that your user’s life cycle classification is a closed loop state, at a specific time, each user is only in a stage, which is the necessary conditions for the implementation of the user’s life cycle.
2.Rely on your data
After defining a different user’s life cycle, you have to be able to set up the user’s behavior data. Compare the difference between a user and a user who is at risk of loss, to establish a data model. Figuring out these, the modeling of each phase of the user’s life cycle is essential.
Through the data to identify which users are satisfied with your products, analysis of their behavior data, the results of these analyses for the planning of marketing activities, to do fine operation has the direction of the guiding significance. A strict definition of what is added to the measure can be a measure of the behavior, you can give users to label and classification of portraits, and to know that the loss of risk customers need you to make what kind of decision to restore.
3.Determine the user’s lifetime value
How to distinguish between a good user and a bad user? Those who let you make the most money users and those who actually spend your money and resources of the user, which is good and which is bad? To distinguish these, we must first establish an average user lifetime value, and then combine to maintain the cost of different users, and the cost of integration into his user value.
For example, there are some users who have heavy consumption of your free support services, and some users make you take the time to process a lot of data, but do not have the necessary data. Taking into account the cost can help you improve the accuracy of the results of the division, and to ensure that what you are concerned about, want to retain the target user. You can also add some life cycle stage to match those relatively low profit users, and for the crowd to plan some marketing programs, accurate operation. Taking into account their lifetime value, you can also directly remove them from your planned activities.
Some of you think a good operating plan is likely to result in the loss of users. So how to prevent such a thing happen? This needs to avoid relying on the activities of the indicators to measure the success or not, but should be integrated to consider the full range of. Imagine such a scene: you plan an event and the message push notifications to the user, immediately discovered the conversion rate is greatly increased, increased purchase, so you feel the operation of this activity is very successful, and are ready to move on to the implementation of this method. But in fact, this event has led to some users to cancel the message push function, and even uninstall the app. This is when you take the promotion, you do not consider the global information of the user, without distinction, is not clear the relationship between them and your brand, which is risking their future risks in exchange for petty.
Then you need to users of fine operation, should consider the user’s entire life period involved, measure and track users in each period, rather than focusing on the immediate changes after the implementation of the activities. You can do so, the user is divided into two parts, a part of the user does not do any push to them, while the other part of the user to implement activities push, regularly compare the value of these two groups of users. Concern for the long-term user retention and user participation is of great help.
We are a step by step into the data driven decision making of operation time, will rarely seen similar to win back lost customers such policies, more is improve user retention rate and activity, planning how to drive the promotion activities of the real value of users. Transport user life cycle framework is not a new idea, but do it if we can accurately collect user behavior data, the only way to make it ripe to use up. If you work in the operation to achieve the above, you will know more about your users know what user is worth your investment, you will maximize the value of resources.