Nowadays, in the context of difficult to get traffic, traffic is expensive, our focus has shifted from money to get users to improve user activity and retention, and at the same time to improve user activity, we should also take operational strategies to improve user retention.
So this article introduces five common ways to improve user retention: reach users, daily check-in, points system, membership system, optimization of products and services.
The importance of user retention
First, we need to understand the importance of user retention.
The concept of user retention is very easy to understand, and can be simply understood as the users who stay, according to the time of retention, can be divided into next day retention, weekly retention, monthly retention.
Retention can reflect the attractiveness of a product for users, reflecting whether the product solves the core needs of users, which relates to whether the user can rely on your product, the user wants to solve a problem, whether the first time to think of you, so as to improve user loyalty, to maximize the benefits.
As a simple example, when users want to shop, they will first go to Tmall Jingdong, users want to order takeout first to go to Hungry's, the first time users think of traveling is the first time to drop, and only then will go to consider other brands.
So how do we improve user retention?
First, reach users
Reaching users is a very good way to improve user retention, the most common ways to reach push reach, SMS reach, WeChat public number reach.
The push reach scenario applies to APP clients, such as news APP is more commonly used, there are also e-commerce products, etc., through the use of push to wake up the user to use your product again, it is important to note that you need to control the frequency and content of push, so that the user unknowingly have a good impression of your product.
SMS touch applicable scenarios are the user's wake up, the user's recall, the user's care and so on. For example: e-commerce products will use SMS to notify users of price reductions; users uninstall the APP and then send SMS to let users use it again; after shopping on Taobao, when shipping, and after receipt of SMS care, are all good ways to SMS reach; 12306 SMS reminder service after each purchase of tickets, as shown below.
WeChat public number reach applicable scenarios are based on the WeChat ecosystem, when a user occurs a certain behavior, timely notification through the public number, for example: the user in the small program made a payment for goods, WeChat service number will send a notification, and then for example, banking class service number, when the user's funds change, can be notified through the service number, all these reaches can enhance user retention.
There is also the intelligent reach of the higher-order Zhuge io, through the intelligent reach, you can set up the trigger conditions, when the user meets this trigger condition, it will automatically and quickly reach the user to improve operational efficiency.
Two, daily check-in
Daily check-in refers to the introduction of the check-in function for the product, when the user reaches a certain number of check-ins, you can get points, usually with the points system, and the membership system with the use of the system, there is also a separate use of the check-in function.
For example, China Mobile has introduced a traffic bonus for users who sign in for a certain number of days.
And then, for example, Alipay's sign-in to earn points function, users can get ant points after signing in, points can be exchanged for prizes, and the double sign-in function of Jingdong and Jingdong Finance, are the best application of the sign-in function.
Third, the integral system
The integral system is to introduce the concept of points for the product, through the reward of points, to encourage the user to complete a series of operations, while enhancing the user's active and retention, in the integral system to do a better job, such as the Ant Financial integral system, to encourage the user to spend money through Alipay.
Another example is Taobao's points system, which encourages users to shop on Taobao and get points, which can be exchanged for certain prizes, which enhances the user's stickiness to Taobao, and the user's retention is greatly improved.
Four, membership system
Whether it is traditional retail, or new retail, are very important to the construction of the membership system, a variety of membership system dazzling, famous Jingdong members, Amazon members, KFC members and so on, recently Ali also launched the 88 members. The purpose of the major enterprises to launch the membership is that now is the era of inventory, each enterprise wants to do everything possible to work on the already used users, to tap the value of the inventory.
The key to the design of the membership system is the value point of the members, compared to ordinary users, your product can improve what different services to member users.
To put it bluntly, it is what to take to make users use your membership, for example: video members can see high-definition video, e-commerce members can enjoy the price of membership, online education members can learn the course for free, it is just that the members get the benefit is attractive enough, the user will use your membership to improve retention.
Fifth, optimize the product and service
Above said so many ways to improve user retention, are the operation of the methodology, through the operation of the strategy to improve user retention. At the product level, we have to optimize the product and service, constantly polish the product, take the customer's needs as the core, improve the product service, otherwise the best operation strategy, the best membership system is not helpful.
For example, if online education introduces a membership system, and users find that your product doesn't have many courses, will they stay? And then for example, the shopping site's check-in and points, if the product is very poor, often flashbacks, very many fake products, users will still buy?
So while using operational strategies to improve retention, you also need to put a lot of effort into constantly polishing and optimizing your product and improving your service.
Summary:
From the product of this article to operational strategies, methods, and product services as a starting point, shared to improve the user retention of five common methods: reach users, daily sign-in, points system, membership system, optimization of the product and service, in the specific operational practices, in the end, which way to use, but also according to their own product assessment, to make the best choice.