How to quickly understand the user operation, without having to force to find traffic?

Glutinous rice 2021-02-23 15:56:23
quickly understand user operation having

 How to quickly understand the user operation , You don't have to work hard to find traffic ?

How to quickly understand the user operation , You don't have to work hard to find traffic ?

Many bosses are very tired in business , Why? ? Because although he is getting traffic every day , But his traffic is also losing very fast , So we have to drain all the time to maintain the normal order .

The traffic dividend is disappearing , The rules of each platform are improving , Drainage is no easier than before , In such an environment, we haven't paid attention to “ operating ”, Without the awareness and measures to keep fans, I will be tired .

The second half of the Internet will be more and more operational , That is from “ Traffic ” The turning of the center of gravity “ Reserve ” Center of gravity , User growth has reached a bottleneck 、 Slowing down is a common problem , So will “ Food stock ” Become more important .

What's the point of losing while rising ? It's better to maintain the existing fans .

1000 The fan theory is that as long as you have 1000 You can make a living with a big fan , This sentence comes from American writer Kevin · Kelly's “ Technical elements ” A Book .

OK Get into the subject , Today we talk about user operations .


Any kind of operation is a very systematic work .

Let's talk about user operation first :

Generally speaking, user operation refers to the activity of product users 、 Retain 、 Pay as the goal , Make plans according to the needs of users .

And all products need to bring in new users 、 Keep old users 、 Keep existing users active 、 Promote new users to pay 、 Repeat purchase by old users 、 Recover lost or silent users .

But every product has a life cycle , When new users cannot be obtained 、 Maintain old users 、 And the life cycle of the product will decline rapidly when the users are still losing .

 How to quickly understand the user operation , You don't have to work hard to find traffic ?

How to quickly understand the user operation , You don't have to work hard to find traffic ?

Therefore, the product should adopt different operation strategies at different stages or in the face of different users , This requires operators to understand user portraits 、 Master user data 、 Even analyze user behavior to see why they pay ? Why not pay ? Why the loss ?

Some children may ask why they need to know about user portraits 、 Master user data 、 Even analyze user behavior ?

I feel the child's head , Patient sermon : If you don't know the data , How do you judge the type of users and the period of the product ? I don't know what the operation strategy is for these basic data ? How to sell more and make more money ?

Seeing the children's expression that they don't understand , I continued my sermon :

There may be several types of users , For example, potential users 、 Real user 、 Core users 、 Lost users and so on , For different users to take different measures, this is the traditional hierarchical marketing , It's also part of the operation .

If you don't know why users buy your product , Why not buy your product is like fighting without command .

Then there's no optimization , Not to mention more money .


OK, Know what is user operation , Let's talk about the daily work of user operation .

1. Open source : Pull new users .

2. throttle : Prevent and recover the loss of users .

3. maintain : Promoting new users and retaining old users .

4. stimulate : Transform users .

The above four points are the daily basic work of user operation .


Open source means drainage , There are two key steps here :
1. Access to traffic .2. Get the conversion copy .

The former determines your exposure , The latter determines whether you can guide accurate users to your retention platform, such as wechat 、 official account .

There are too many traffic openings , I'll talk about it in my word-of-mouth class next time 18 Hundreds of traffic outlets on class platform .

Focus on transformation .

The key factor to attract traffic is : route + value .

1. The path should be short , It's easy for users to find you 、 The cost of finding you is low and you are relatively valuable , Most users will pay attention to you . So try to shorten the path for users to find us , In order to avoid the loss of high cost of action .

2. High value , That is to say, the value of bait should be attractive . The best bait is timely feedback , For example, pay attention to XXX Send it right away XXX, One of the details here is that the conversion rate will be improved if you cut a picture of what you send , I've tested it. I don't believe you have a try , Of course, the steps of acquisition are also simpler , Or follow the principle of short path .

Illustrate with examples :

 How to quickly understand the user operation , You don't have to work hard to find traffic ?

How to quickly understand the user operation , You don't have to work hard to find traffic ?

 How to quickly understand the user operation , You don't have to work hard to find traffic ?

How to quickly understand the user operation , You don't have to work hard to find traffic ?


There are two main contents of reducing expenditure :
1. Prevent loss of users .2. Recovering lost users .

A big premise was made clear in advance : Prevention is more important than recovery , Don't wait for the loss of users to recover ; We should take precautions to prevent their loss before it is lost , Because it is very difficult to recover after the loss is almost impossible .

Since we want to prevent the loss, we should first define the loss , For example, users who place orders every month suddenly haven't placed orders for two months 、 I often like the dynamic interaction with you in your circle of friends. Users have not interacted with you in the past week ...

When users start to lose ( Loss behavior ) And bring them back in time , For example, if you find that the user has not placed an order for nearly two months, you can send a coupon or no threshold coupon to stimulate the user to place an order , I found that the user had not interacted with me for a long time, so I took the initiative to chat in private and say hello ( Prevention mechanism )...

So there are two steps to prevent the loss of users :

First step : Define the standard of loss .

The second step : Establish prevention mechanism .

As for recovery, there are three main steps :

First step : Through what channels will the information be retrieved .

The second step : With what .

The third step : What to do after recovery .

Usually I said that we should try our best to put users in more than one frame ( Sedimentation platform ), Instead of putting all the eggs in one box , If users are lost in one box, they are still in another box , At least you can touch the retrieval information through another frame . If multiple access channels are not established , You don't even have access to information , Don't say anything .

The second question is , With what ? The most effective way is to untie the bell , That's why the user chose you , What do you use to recover .

Third question , What to do after recovery ? After recovery, of course, we should give guidance and care , It's like getting back together after breaking up with your girlfriend , We have to coax and improve ? Otherwise, sooner or later, they will become the wives of others .

Be careful. : If you're lucky enough to save the lost users , Please treat the recovered user as a new user .


Maintenance also has two contents :
1. Promoting new users .2. Retain old users .

There are generally two cases of being active , First, the use of the number of high repurchase rate ; Second, we often consult about products but don't place orders , The second situation may be that the user has no purchasing power or has some doubts about the product .

First, define the active standard according to your own situation .

Make it clear : Users will not be active and retained for no reason , You must have some value to the user before the user is willing to keep it ; So find out the reasons behind this behavior , If you deliberately guide users, they won't abandon you .

Unless the thing that attracted him in the first place disappears , Or disappear, but none of them can continue to attract him 、 What he can accept to maintain your relationship , Users will naturally be lost .

It's like we're in love , At the beginning, I chose to be with someone because of some advantages of him , When one day his merits disappear , When there are a lot of shortcomings, but there are no more advantages that you can appreciate , Naturally, the feeling is weak .

In short, because it has some value to you , You'll always pay attention to it, or you'll get it, won't you ? Then my simplest operation strategy is to continuously export dry goods ( Initial value ), Of course, this is also my original intention ; Even if one day, no official account. , But during the period of output, people feel that you are still very reliable 、 It can help me ( New values ).

This example has been very popular, right .

So don't blame the loss of users , Let's see what value we have to users first .


Here's the purpose : Transform users .

There are also two key points in transforming users :
1. Let the active users who don't pay pay pay .2. Let paid users pay continuously .

Of course, the premise of continuous payment is : Your product attributes . We don't buy refrigerators once a month ? Then someone said : Such a coincidence , My products belong to this kind of things that won't be re purchased frequently ? It doesn't matter , Look at the problem from another angle , All questions have answers .

Users are not only valuable when they buy and place orders , Of course, this is the most valuable , In addition, users have :

1. The value of communication : Earn popularity , Let the user inform others to achieve the goal .

2. Trust value : Witness for users who don't buy or hesitate to buy as reference .

3. Cross border value : Exchange resources with peers and push each other with similar industries .

All in all , One fish eat more, one fish eat three .

If you can't satisfy one point, you have to satisfy other points , Otherwise, this user is of no value to us .

I'll talk about all these in the word of mouth class , You see, this is the transformation of value !

Remember that users who say they love you every day don't necessarily love you , Those who pay for your value without saying a word are likely to love you . It's like that sentence : People who are willing to spend money for you don't necessarily love you , People who don't want to spend money on you don't love you .

All right, no more , Those who understand will understand .

One last piece of advice : No matter how many ways you have to get new users , You have to have at least one way to keep users . This is the most critical part of the operation !

author : Lao Wang

source : Lu Songsong blog , Welcome to share

本文为[Glutinous rice]所创,转载请带上原文链接,感谢

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