According to the above figure, the user's life cycle is mainly divided into five stages: introduction period, growth period, maturity period, dormancy period and loss period.
The last article mentioned how to judge which stage of your users' life cycle. Then, when we already know what life cycle stage our users are in, we can make operational strategies according to their different behavior characteristics.
However, back to the original starting point, how to build a user life cycle model to help us analyze?
How to build a user life cycle model?
From the above, we can know that according to the user's behavior, we can find out which stage of the user's life cycle, whether it is the lead-in period or the mature period. Knowing the stage of the user is conducive to our further operation.
The general steps of building a user life cycle model are as follows:
1. Business logic combing;
2. Find the key functions that affect users' retention/consumption;
3. Define user behavior at each stage.
For example, take the pulse as an example:
Answer? The core business logic of Pulse is as follows:
B. Key functions that may affect user retention/consumption
According to the logic diagram of core business, from the perspective of consumers, the key functions that affect consumers' retention and consumption may be submitting resumes, consuming content, establishing social relationships and purchasing members.
C. define user behavior at each stage.
Let's take a look at the user behavior definition templates commonly used in the industry:
According to the above template, combined with our defined key driving functions that affect user retention/consumption, we can make the following definitions:
At this point, we have completed the process of building a user life cycle.
Law of user life cycle and its application
Users may "jump" into hibernation at every stage after entering the life cycle. So what we have to do is to keep in touch with them as much as possible, let them perceive products and services, and improve the repurchase rate of users. Because if left unchecked, there is almost no turning back.
This is the key for CRM to maintain the life cycle of its members-be wary of sleeping members and activate repurchase.
Then some friends will ask, how to calculate the life cycle? Compared with the average life expectancy of 75 years, it is the average time from birth to death. So how do you calculate the life cycle of members? How long is each different category? And what exactly do we want the length of the user life cycle to do?
Let me explain the length of the life cycle to you first. Here are two ideas:
Subjective life cycle;
An objective life cycle.
Subjective life cycle is also determined according to the periodicity and scope of products and services themselves.
For example, if you sell maternal and child products, your products and services cover all necessary measuring tools, hygiene products, food, clothing, toys and so on. From the newly pregnant mother to the imminent labor, to the birth of the child, to the kindergarten for the child; It stands to reason that users can actually visit your home from the time they are just pregnant to the time their children finish kindergarten. At this time, as an enterprise, we can subjectively define the 7-year period of brand products/services "covering users-1 to 6 years old".
But the question is: will such users really insist on continuing to buy at your home in the past seven years?
Maybe I bought it twice and never came back, or maybe I bought it at your house when I was pregnant and bought it at another house after the baby was born.
Therefore, I say that the life cycle defined by an enterprise's positioning of its products and services is subjective, not objective-the fundamental reason is that in the same industry, users have too many choices, and you are not an oligopoly company, so users can't just buy your products.
Therefore, we must objectively analyze the user's life cycle, which is based on the current situation of our product service level and calculated through the analysis of user behavior. The objective length of the user's life cycle is to give our operators a yardstick to see what level the industry is at, what level we are at and how much we want to improve. Computational logic is actually not difficult. According to the figure below, we can clearly know how the user life cycle is calculated.