Marketers, are you facing the challenge of being "forced" to transform into a user growth operation? The boss demanded that "every penny spent is reflected in the user growth data" requirements, for marketing people, is it really very difficult? In this article, I will be from the "channel, cost, strategy, conversion rate" four points to analyze for all marketers: how to do a good job of user growth operations? Since the Silicon Valley hacker growth of the AARRR model theory fire up, about user operations, out of a lot of new concepts. From the previously advocated product-effect marketing strategy, to last year's Ruixing coffee CMO Yang Fei put forward the theory of traffic pool, and then the recent fire of the private domain traffic pool. In fact, these theories and concepts are basically based on growth hacking, with more localized upgrades. Here I do not chase hot not play concepts, but combined with a few recent and friends talked about a few confusions, talk about the most practical user growth dry goods, talk about the most necessary and effective four things to do user growth: channel, cost, strategy, conversion rate. Recently and do marketing friends chat, her recent state is very decadent, said they do not reflect their own value of marketing and promotion work, I expressed the spirit to provide support for this friend is from the headline jumped to a short-video start-ups rallied to the B rounds, in the market circle she is a good marketing good hand to her seniority, to deal with the new company's marketing and promotion work should not be a problem. Her anxiety point is: the boss gave her the second quarter KPI set to increase the number of new users, she wants her to do every project and activities are quality-effective, so that every penny spent on user growth data reflected in. Obviously, the boss took a marketer as a user growth operation. I believe that my friend's confusion will be the same awkward situation that many marketers are facing today. Can understand, in the big factory has enough budget can be given to the marketing department, the brand department to go through the saturated marketing to smash the market, land, sea and air bombing in all aspects of the form, in the long run is able to solve the growth target. But if it is to be precise point to target bombing, with data to track each channel and each new conversion, which is a little too harsh for marketing people. After all, many traditional placement channels and marketing methods are unable to directly track the effect of customer acquisition and sales conversion, for example: placed a subway ads, want to use the data to monitor how many new ads each spot ads brought you and conversion, basically impossible. This is not my friend's own problem, but the objective conditions he is not allowed to ah. Like my friend, was forced by the boss from the marketer to transform into a user growth operation of the peer is not a few. After all, data-based assessment of the effect of every penny is the trend is the stream, so that the boss is very reassuring, which is why many companies are now specifically set up to have a user growth team. In fact, it is not difficult to do a good job of user growth, to deal with "channels, cost, strategy, conversion rate" of these four points, basically considered "immortal" success. The establishment of controllable traffic channels from the current industry, the traffic is to Baidu, today's headlines, Tencent wide point of focus and other large platforms. Mature advertising distribution system and a large amount of user data precipitation, so that advertisers on these platforms for traffic acquisition, become chapter, cost and expected results become more controllable. For veteran drivers who have been doing placement operations for a long time, it is already a relatively easy thing to spend as much as it takes to bring in as many user quantities as possible. However, the rising cost of traffic caused by invalid traffic and fake traffic is also an indisputable fact, and it is becoming more and more difficult to acquire and convert a real and high-value user at low cost. In the case of a small budget, it is especially a test of the channel screening ability of the operator to do user pulling. In the capital winter today, many Internet companies have begun to set up their own traffic operation team, in the optimization of external channels at the same time, but also thinking about: how to get new users through the internal ecological business?1. How to expand the traffic channel is limited by the company's genes and personal experience, many students do traffic operation, easy to make left-leaning mistakes. To give an extreme example: some students who do the user to pull new students, like to gnaw on the old money according to the mastery of the channel, no matter what industry, the face of what kind of users, are looking for the same traffic channels, very conservative, refused to open up new channels. This is indeed very safe for individuals, familiar with the road, but also maintain good channel relations, but in fact the rapid growth of the product business is practical, it is hard to say. There is also a class of examples: some operation students love to chase hot spots - such as jitterbug fire, think of ways to invest manpower and resources to do jitterbug official number; Alipay koi fire, think of ways to learn koi gift package set; Rui Luck Coffee fire, think of ways to do the WeChat red packets. Whether these new channels have matching potential crowds, and whether the channel capabilities are matched, are all issues that need to be thought about before expanding channels. This is all a misunderstanding of doing user growth, one-sided to build channels is not scientific and desirable. All the construction of the channel and strategy, must be the need to first analyze the study of your product attributes and user population, to your existing traffic pool of users in the stratified analysis. The user's identity information, behavioral data information, source channels, are able to analyze the potential user's gathering place and accurate channels. How to find channels by analyzing existing users, you can refer to my previous article "How to achieve rapid user growth through user layering? 2. How to build a controllable flow channel operation system borrowed from Yang Fei's flow pool concept, if the flow is a large pool, the flow operation system is to inject water into the pool of the pipeline network. Before doing the channel system, you need to think clearly about three things: what are the main existing traffic supply channels? What are the other traffic channels to be developed? What are the efficient new channels? Existing stable traffic channels should be retained to improve the conversion rate and reduce the cost of customer acquisition through continuous strategy optimization. The channels to be developed can be divided into potential channels by drawing four quadrants, and evaluated by the difficulty of channel development, the volume of potential users, and the estimated cost of customer acquisition. Do user growth strategy students and channel operation students **** with the development of channel development scheduling plan, the development of diversified channels. It is difficult to expand new channels from 0 to 1, but from 1 to 10,000 is relatively simple. Timely follow-up of market changes, according to the channel to develop a specific pull new strategy is the way of the long term. Highly efficient new channels is the lifeblood of the students who do traffic operation, and more than half of the energy must be poured into such channels, for example: Yihi car rental, its main car scene is traveling, station, so Yihi in addition to obtaining the natural flow through offline stores, but also invested a lot of costs in Ctrip, where to go and booking sites, with which the return is nearly 50% of the stable flow. Regular traffic expansion channels are sorted out as follows: to achieve the optimal unit cost of customer acquisition 1. Maximize the benefits of internal traffic internal traffic acquisition cost is the lowest, but also the fastest, is the first choice to do traffic growth. The cost item is mainly in the communication cost and development cost. Internal traffic is mainly considered from two directions: one is to strive for as many new entrances as possible, and the second is to participate in and follow up on affiliate activities in a timely manner. Especially in the new product and new business promotion stage, the company APP on the first and second page of the activities of the board and the entrance resources must be fought for, the relevant category page is also a source of segmented traffic. Jingdong white bar to take an example: white bar's main user scene is in the payment link, this payment page is the main position of white bar to get the traffic, need to match the white bar payment interest-free/reduced and other operational activities. In addition, in the event of the main venue, the main venue of the category and even the sku's page should be associated with the white bar user exclusive price and other new activities, in the cost of measurement and scene matching under the dual conditions of the situation, this kind of internal resource position must be taken. Affiliate activities should look at the internal sister departments of the user groups and your target users of the overlap, through the packaging of a specific "hook" to obtain traffic. Usual forms of internal cooperation are joint welfare coupon packages, mutual opening of traffic entrances, order results page services recommended and labeled user active reach and other strategies. For example: Meituan Dianping booked a night of restaurants, in the payment results page will recommend the nearby KTV to the user, it is clear that this is to do leisure and entertainment category operation students and catering category students talk about the scene of the resource entrance. There are many similar cases, associated with the scene of the product recommendation so that the user after the single is no longer silent and loss, but into a new demand for the beginning of the enhancement of the user retention, but also led to GMV increase. 2. control channel new cost for different industries and different products, individual customer acquisition costs are basically not the same - - General FMCG user pulling costs are not the same as in the past, but also in the future, the user is not the same as in the past. -Ordinary FMCG user pull new cost in a few dollars and tens of dollars ranging, bank credit card of a new user acquisition cost reached a few hundred dollars, the host factory and 4S store is higher. This needs to be based on the value of the product itself to measure, usually the average cost of acquiring a user to control the value of the user's contribution to the value of less than 5% is relatively normal, if it is a high gross profit industry can consider a higher proportion of the investment. If you are doing a relatively low unit price of the product, it is not recommended in the early stages of product development on the money burned in the user to pull the new, the risk of doing so is very high, spent a lot of money to pull the user may be due to product and service issues hit the water. Like when the "net car war" to do new customers crazy subsidies and recent *** enjoy bike free ride this kind of money burning strategy, the pressure on the cost of customer acquisition is very big. Unless you are backed by money big brother, otherwise it is not recommended that small and medium-sized platforms copy copy copy, rational cost control is the way to long-term survival. In accordance with the APP promotion and placement channels, the general application store because there is a lot of natural traffic, the cost of customer acquisition APP download is probably controlled in the 3-5 yuan, the headline system information flow cost in the tens of dollars ranging from the quality will also be higher. You can control or even reduce the cost by placing material optimization, new coupon strategy adjustments, which will test the merits of the students placed. Regardless of what type of channel, the optimal cost strategy is: first test - optimization - release - re-optimization - full-volume placement. -full-volume placement. In addition to regular placement, you can also through the cooperation of different industries, through the welfare rights to external channels in exchange for traffic and customers, which is the main test of the operation of the students of the channel expansion capabilities and integrated marketing capabilities. How to do user growth in the case of zero budget? This piece of content will be done later in the feature article for in-depth sharing. With the emergence of WeChat, Zhihu, live broadcasting, short videos and other new traffic masters, traffic channels are more diversified, and the "one set of lines to go all over the world" approach is not desirable. For each channel, it is necessary to develop a placement or cooperation strategy for this channel, which I call "native strategy". To give a few examples: in today's headlines to do information flow placement, put the picture material as much as possible to anthropomorphize the information, do not use too much commercial material, marketing selling points need to be restrained to take 1-3 can be, as far as possible to integrate into the atmosphere of the information news. Shake ads need to do refined content, combined with the current hot play to do creative content, hooking the user to see the last point of interest, bear in mind that direct commercial advertising film material thrown to the Shake account. Recommendations for customer acquisition, try to avoid the use of "click to receive XX gift package", you can consider the new user reward package packaged as "XX friends to send you a gift package" this kind of more pleasing copy. Native strategy development of two core: the nature of the channel and user psychology. Specifically, that is: on the channel, corresponding to the content form, style is what kind of products need to provide to meet the channel user demand points. User psychology, the user's point of interest in this channel and expect to solve the pain point is what, what kind of strategy will make the specific channel user groups to pay. Native strategy is not the beginning of a good effect, but through the continuous material, strategy adjustment and optimization in order to obtain the desired effect, of course, the direction of this adjustment is also based on daily test data. Data-based operation, continue to improve the conversion rate 1.Establish the channel traffic conversion funnel Whether you are doing e-commerce, O2O, or traditional business, you need to establish a set of your own user conversion funnel model. As big as a platform, as small as a restaurant in the promotion can be done through the conversion data to improve the efficiency of customer acquisition and conversion. The customer acquisition funnel of a restaurant: the number of people covered by the business circle - the number of people reached by activities - the number of people who received coupons - the number of people who came to the store - the number of people who placed an order - the number of people who consumed for the second time If the rate of arrivals is insufficient, you can consider the open source to expand the strength of geo-promotion and new strategy, if the rate of arrivals - the rate of conversion of the orders is insufficient, you need to think about how to improve the conversion of the consumption of arrivals through the strategy of trying, special dishes, limited time promotions and so on.The theory of the AARRR funnel. You can go to read the growth hacker books, is a user operation students must master the basic skills.2. Build the marketing technology based on the flow operation of the platform Speaking of data, have to talk about the construction of the marketing platform, which provides the flow growth team is the ability to provide general-purpose marketing tools, so that the conversion rate to improve with half the effort. For Internet companies, the user conversion funnel is more complex, the core of the hacker growth is also about how to improve the conversion rate, the most important of which is the establishment of the conversion model database. If conditions allow, you can launch through the operation, pulling the development, data, products and channels, set up a hacker growth data team, the establishment of user life cycle management based on the marketing technology platform MarketingTechnologyPlatform. marketing platform through the establishment of the user activity model, sub-channel traffic conversion model, A/Btest tools, and Open performance platform and channel effect daily/weekly/monthly reports to promote the project. Before the establishment of this system, the operation can only be like an old Chinese doctor, through the "look and smell" to see the speculation of the channel conversion effect, which relies on the research, insight and guessing, not timely and inaccurate. With the performance tool, for the operation is like having an advanced medical inspection instrument, can be more direct and fast through the data board to see clearly the funnel conversion problem, and quickly adjust the strategy to the right medicine. Written in the end, after a deep conversation with my friend in the market, her anxiety seems to have eased, I feel the need to continue this valuable topic. Through a week of thinking and summarizing, I present the above content, and hope that marketers/operators who are also struggling in the front line of user growth will put down their anxiety, master the method, and **** encouragement to move forward. #Columnist #Yiwen (Lory), TMD user operation practitioners, personal WeChat public number: such as a text.