A private domain operator tells you how to double user retention (Part 2)

In the previous article, we shared the reasons why private domain is difficult to do. Let’s continue with the “why” of the previous article and talk about the specific “how to do it” question in four steps.

In the past eight years of doing user research, I found that failed private domain projects have two things in common: they easily fall into "self-satisfaction" and "taking things for granted."

A large number of private domains always think that they can keep users by simply organizing activities. In fact, this is not the case. All operational actions are a game with user psychology.

If you don't know what she wants, you can force her to give you what you think is good. This strategy will only accelerate the loss of users, which is also the current status of most private domains. Therefore, the worsening user retention will directly lead to worse performance.

I believe everyone has figured out the underlying logic of user retention in the previous article.

That is, "why", today's article will focus directly on "how to do"

In fact, it solves four problems

① Let her see you often

② Let her not reject you

③ Make her like you

④ Make her inseparable from you

1. Let her see you often

The first step to all retention is always that she can see you often.

A person or product that you haven't seen for a long time is destined to be forgotten, so the first step we have to do in the private domain is to let customers see us as much as possible, such as in Moments, social networks, video accounts, live broadcasts, and many other scenarios.

But this also requires us to ensure the quality of the content we output to the outside world, and to create extended content around our personal IP; if you are also good at the public domain, you can also try it, such as creating your own Xiaohongshu or Douyin, and through continuous content output, filter out users who are in tune with you and guide them into the private domain, and use the linkage between the public and private domains to increase your personal influence, thereby completing the diversion and activation of old customers.

Remember that as long as your customers are in a continuously active state, they will never churn.

2. Let her not reject you

Although the purpose of our private domain IP is to make users like us.

Only if you like someone will you pay attention to them, and only if you pay attention will you retain them. However, many times, the first step in socializing with others is not to make them like you but to not reject you. So this really tests our sense of social propriety.

From which aspects can we put it into practice?

① Be cautious when sending mass messages

This is also the easiest pitfall in the private domain.

I always take it for granted to send various group messages to customers, and always think that poor performance is because the messages are not sent frequently enough. This really makes others irritated.

② Don’t post to your Moments in a repetitive manner

The circle of friends is like the face of our personal IP. Whether people want to know you or not is actually decided the first moment they see your face.

Many people think that no one checks Moments anymore, but data shows that WeChat Moments are more active now than in previous years. People just don’t interact anymore, which doesn’t mean they don’t pay attention.

Therefore, pay attention to the Moments you post. Each one actually tells others what kind of person you are.

③ Keep some sense of propriety when chatting with customers privately

It is often seen that some private domains start marketing as soon as a customer adds them, and they tell the user in a familiar manner how suitable this is for the other party, completely forgetting that they don’t even understand the other party’s needs. They use marketing methods that they themselves would hate, but they always hope that the customers can accept it, but in the end they always get indifference and disgust.

Therefore, when communicating with users, we must remember: we need to play the role of an advisor rather than making decisions on behalf of users, which will only accelerate user loss.

3. Make her like you

When users are no longer repulsive to us, the next step is to purposefully build goodwill with them, which will test our ability to conduct refined operations.

① Ensure continuous good product experience

I have said it many times before, the most basic reason for users to pay for products is to buy them. If your product is rubbish, never expect users to stay.

Nowadays, online shopping has made customers more and more picky. Therefore, product quality is always the first factor to keep users.

② Provide customers with continuous attention that they can perceive

The ultimate goal of doing private domain is to have a friendly relationship with customers. Think about how we get along with friends. Is there mutual concern and care, such as occasional greetings and care? So we must also consciously work in this direction with our customers.

For example, the simplest interaction in the circle of friends is a must. Through likes and thoughtful comments in the circle of friends, we first let users know that we are paying attention to them, and then switch from interaction in the circle of friends to private chat interaction at the right time. This is also the simplest and most effective way to get closer to users.

4. Make her inseparable from you

The only way for users to become dependent on our private domain is because the “sunk cost” is large enough. So how can we build a way to continuously increase the sunk cost?

Just do two things:

1. Make your product experience high enough in terms of quality and price

Since users pay for our products, we must continue to build our product strength. However, there is a misunderstanding here. Many people think that we should make our products the best in the world. In fact, it is not the case. In many cases, our products only need to reach 70 points. It is most important to shape our differentiated advantages and then find the wave of users who are truly suitable for our products.

Just like the TVs that cost one or two hundred yuan on Pinduoduo, most people may not even watch them, but if you click on the comments section, you can see that there are still many people who need it, and the quality-price ratio is good enough for them.

In addition to the product strength itself, product experience also needs to ensure the user's shopping experience. Let's take the simplest example: both are small supermarkets selling things. When you go to the first one to buy something and pay, the owner of the second one will greet you warmly every time you pay for something. At this time, if we both spend money, which one will we choose?

The result speaks for itself.

Therefore, you should pay attention to product strength and user purchasing experience. These two parts are the most important factors in the quality-price ratio of your product.

When you achieve something that your competitors cannot, users will not be able to enjoy this experience once they leave you. This is when you are continuously increasing your sunk costs.

The simplest real-life example is Pang Dong is here. If you are interested, you can go and check it out.

I believe there is basically no need to say more after reading this.

2. Continue to improve your emotional relationship with her

Why do people often prefer to shop with people they know? This is the role of emotional relationships.

To put it more simply: I'm going to spend money anyway, so why wouldn't I want to spend it on someone I think is reliable? Firstly, there's a high probability that she won't cheat me, and secondly, it can deepen our relationship, so why not?

So this part is the value of our private domain.

So what should we do specifically?

① Deep understanding of users

All operational actions that are not based on understanding of users are likely to fail. So if we want to eventually get along with our customers like friends, we must go through a process of understanding them.

Only with sufficient understanding can we ensure that every step we take can steadily advance the relationship with the customer, rather than acting like a fool and touching the customer's sensitive spot.

② Create some small surprises from time to time

We should not limit our relationship with customers to transactions. Giving sincere blessings on customers’ birthdays or some important holidays of their family, or preparing some small gifts, can easily bring people closer. Traditional e-commerce activities such as giving gifts for purchases over a certain amount will only make customers feel that this is what they deserve.

But the little surprises that are not expected by customers can be remembered by customers for a longer time~

③ Maintain skillful communication

We must master some communication skills when communicating with our major customers, and sincerity is always the ultimate skill.

On this basis, we need to use specific methods such as empathy and user resonance to make users feel that we understand them. Only in this way can users develop a deeper emotional relationship with us.

So it is not difficult to retain users. In many cases, private domains need to treat customers as individuals and always focus on building product strength and trust. If you are undecided, you can think about whether you can accept it.