In order to let students know more about the concept and operation method of user operation, we let students personally test and guide a practical experience of user operation. Below, I would like to share with you his experience in user operation with Sichuan Beida Jade Bird.
What is user operation? It aims at maximizing user value, and improves activity, retention rate or payment index through various operational means.
In the user operation system, there is a classic framework called AARRR, which is to add, retain, be active, spread and make profits (historical articles have already covered it).
User stratification However, from user activity to profitability, it is not a simple two-step process.
If the user is active when opening the product, the profit of the business model can be guaranteed? Excellent user operation system should be dynamic evolution.
Evolution is a pyramid-level division of user groups, and the upper and lower are dependent.
First of all, the status of user groups will change constantly.
Take e-commerce as an example, they will register, download and use products, recommend, evaluate, purchase and pay, and also cancel, uninstall and lose them.
From an operational point of view, we will guide users to do what we want them to do (here, pay), which is called the core goal.
Of course, the core goal is not achieved overnight, and users have to go through a series of processes.
Not all users will complete the steps according to our ideas, and each step will show a funnel-shaped transformation.
We regard the whole link as the evolution of user groups.
Since the user group is no longer a simple whole, operators cannot operate rudely across the board, but need to operate according to different groups of people.
This is the so-called refinement strategy and user stratification.
Its greatest value to operators is to use different strategies through stratification.
New users: I hope they can download products, and the common strategy is new user welfare; Download users: I hope they can use the product. At this time, a novice should guide them to get familiar with it.
Active users: If they want to deepen the frequency of using products, operators should continue to operate, solidify users' usage habits and be interested in product content; Interested users: I hope they can complete the payment decision, buy goods and use different promotion and marketing methods to operate; Paying users: this is my target user, and I hope users can keep this state.