30 Models You Must Master for Private Domain Operations in 2024 (Version 3.0)

Starting from private domain operation, this article shows 30 commonly used private domain models, which can help open up the idea of ​​private domain operation. It is recommended for those who want to master and understand private domain.

Nowadays, all walks of life are inseparable from private domain operations.

As for the operation itself, if you want to master and understand each aspect of private domain operation, you must lay a solid foundation and be familiar with various techniques and methodologies.

So below we will share 30 private domain models that we often use to help you open up ideas for private domain operations.

1. AARRR Model

The picture comes from the Internet

Applicable scenarios: user growth/community operation,

The AARRR model is one of the most common models in private domain traffic operations.

Through the five processes of customer acquisition, activation, retention, monetization, and dissemination, we help merchants tap into new traffic from the public domain and build their own "private traffic pool."

5 dimensions of thinking:

1. Acquisition : How to turn potential users into users?
2. Activation : What is the user’s first experience like? How does he or she interact with the app?
3. Retention : Will users come back? How can we keep them?
4. Revenue : How to get users to buy multiple times?
5. Referral : Will the user share it with others?

2. RFM Model

Image source: Yan Tao San Shou

Applicable scenarios: User stratification/measuring user value

RFM is a commonly used tool to measure user value. R (Recency) represents the interval between the customer's most recent transaction and the current time, F (Frequency) represents the customer's transaction frequency, and M (Monetary) represents the customer's transaction amount.

Based on these three indicators, users can be divided into eight major customer types, and corresponding measures can be taken according to different customer types to promote corporate decision-making.

3. AISAS Model

The picture comes from the Internet

Applicable scenario: traffic acquisition

The AISAS model is suitable for traffic acquisition businesses . Through the display of public domain content, it gradually guides users to complete private domain sedimentation. This is the most common practice for many companies, especially public domain e-commerce, live TV, and brand e-commerce.

Therefore, the AISAS model places more emphasis on a company's delivery capabilities and content production capabilities . Companies that only know how to spend money on advertising will find it difficult to have a successful end.

4. AIPL Model

The picture comes from the Internet

Applicable scenarios: Private domain e-commerce/member marketing

The AIPL model is recognized as a high-quality model for private domain traffic. Its marketing system emphasizes the lasting relationship between users and companies, products, and services. It achieves new user acquisition through various technical methods in the AI ​​part, while the PL focuses on retention and operation.

From the process of cognition → interest → purchase → loyalty, we can achieve quantification and chain operation of brand population assets, extend the user life cycle to the greatest extent, and tap into the value of members.

5. Pareto Hierarchical Model

The picture comes from the Internet

Applicable scenario: User stratification

The Pareto hierarchical model is also called the 28th law model, which means that 20% of users create 80% of the value for the enterprise , and operators need to spend 80% of their energy to serve 20% of high-quality users.

Therefore, companies need to prioritize finding these 20% of customers and serve them well.

6. User Pyramid Model

The picture comes from the Internet

Applicable scenarios: User operations

In actual work, users can be used to effectively manage users; and each module can be broken down into small pyramids as a management tool to increase the relationship between users.

Overall, the user pyramid model is more used for user management to ensure activation and retention.

7. User Lifecycle Model

The picture comes from the Internet

Applicable scenarios: User operations

The user life cycle, in simple terms, is the entire process from the time the user first comes into contact with the private domain to the time the user leaves. It can be divided into: introduction period, growth period, stability period, decline period, and loss period.

Explain the user life cycle, the behavior of users in different life cycles, and the key tasks that operations focus on at different stages:

1. Introduction period: The corresponding user behavior is to transform from traffic to users. The core task of operation is to attract new customers and promote the activity of new users.
2. Growth stage and stable stage: The corresponding user behavior is to be active in the private domain and continuously keep users in the private domain. The core task of operation is to promote user activity, conversion/payment, and create retention.
3. Decline and churn period: The corresponding user behavior is to leave the private domain and stop repurchasing. The core task of the operation is to appease the sunken and lost users or to transfer them to new products.

8. TOFA Model

The picture comes from the Internet

Applicable scenario: User research

The TOFA model is a conceptual model used to study regional consumption differences . The model believes that whether or not to accept external culture and whether or not to dare to spend money are two basic dimensions that affect the value of consumer culture. The former leads to changes in regional consumption patterns, while the latter dominates the basic style of regional consumption.

By introducing the fashion index (Style) and spending index (Risk), regional consumption is divided into four types, helping companies to effectively differentiate consumers when conducting private domain research in the early stages.

9. User Addiction Model

The picture comes from the Internet

Applicable scenarios: User operation/incentive gameplay

The purpose of user addiction model design is to guide users to develop positive behavioral habits. The gameplay or system focuses on the following four aspects of design:

1. Trigger stage : behavioral reminder, whether the product behavior can be perceived by the player and remind the next action; Key points: The trigger method should be obvious, simple and direct, touching your heart and triggering the desire to act.
2. Action stage: behavioral persuasion, how the core behavioral operations of the product attract players to take place; key points: giving users sufficient motivation, the ability to complete the tasks accordingly, and effective triggering methods.
3. Reward stage: behavioral rewards, how to give positive feedback to reinforce the behavior during the behavior; key points: rewards need to be varied to meet the needs of different people and stimulate their desire to use.
4. Investment stage: user investment design, and after behavioral rewards, guide users to invest in forming value storage services; key points: investment must allow people to continuously and cyclically invest and use it. The more investment, the easier it is to form dependence, and finally form a habit.

10. A/B Testing

The picture comes from the Internet

Applicable scenarios: User fission/fission poster test

A/B testing is often used to test fission posters. In the same time dimension, in order to test the impact of a certain factor on the result, this factor is used as a variable and other factors are tested quantitatively to find the variable scale with the best result.

11. Six-step method for data analysis

The picture comes from the Internet

Applicable scenarios: Data analysis

Data analysis also requires certain skills. Don’t be obsessed with the ocean of data. Data is a tool and we should use it. There are six aspects to consider:

1. Ask questions : First, be clear about what problem we are solving?
2. Make assumptions: What are our prior assumptions based on this problem?
3. Data collection: Based on this hypothesis, start collecting data.
4. Data processing: Processing the collected raw data, including data cleaning, grouping, retrieval, extraction and other processing methods.
5. Data analysis: After the data is sorted, it is necessary to conduct comprehensive and cross-analysis on the data.
6. Results presentation: Visualize data to draw specific conclusive information.

12. Community fission model

The picture comes from the Internet

Applicable scenarios: community operation/fission activities,

There are usually 4 steps:

1. The original traffic pool users participate in the fission activities through WeChat (friend circle/official account/WeChat group);
2. Forward posters/pictures to Moments or WeChat groups to inject traffic into the traffic pool;
3. Import new users from the traffic pool into personal accounts/own platforms or high-level WeChat groups, promote activation of new and old users, and select them to enter a more accurate traffic pool through activation;
4. Make paid conversions for the screened users.

13. User Retention Model

The picture comes from the Internet

Applicable scenarios: user operation/community operation

The retention analysis model is an analysis model used to analyze user engagement/activity. It examines how many users who perform initial behavior will perform subsequent behavior. This is an important method to measure the value of private domains to users.

N-day retention : the number of days of retention, only users who complete return visits on the Nth day are counted

Unbounded retention (retention within N days): Retention will be calculated cumulatively for all users who have completed return visits within N days. Bracket retention (custom observation period retention): For example, the first observation period: the next day; the second observation period: the 3rd to the 7th day; the third observation period: the 8th to the 14th day; the fourth observation period: the 15th to the 30th day.

14. User fission virus coefficient K value model

The picture comes from the Internet

Applicable scenario: User fission

K value = number of newly invited users / number of actively invited users .

Simply put, the K value is the number of new users that each user can bring in. The larger the K value, the better the communication effect.

15. Organizational Structure Model

Image source: Super User Growth

Applicable scenario: team building

The concept of "private domain operation" is relatively broad, and involves a lot of division of labor. Usually a standard private domain team includes: 1 person in charge, content group (1-2 people), planning group (1-2 people), operation group (1-2 people), 1 data analyst, and 1 product selection group.

The organizational structure model given here is mainly for reference. The situation of each company is different and needs to be adjusted according to their own private domain needs.

16. PDCA Review Model

The picture comes from the Internet

Applicable scenarios: project review/activity review,

The PDCA model, also known as the "Deming Circle", is the ideological basis and methodological basis for the total quality management that Deming promoted with all his efforts. The PDCA model can not only be applied to quality management, but is also very effective in reviewing at the personal level.

The PDCA model is divided into 4 stages:

1. Plan : Set goals and plans
2. Do (Execute): Start tasks and organize implementation
3. Check: Check the key points and final results in the process.
4. Act (Process): Process the inspection results, affirm successful experiences, and incorporate them into standard processes; summarize the lessons of failure and draw attention to them; for unresolved issues, submit them to the next PDCA cycle for resolution.

17. Private Domain Tag Model

Image source: Yan Tao San Shou

Applicable scenarios: user operation/user stratification

In actual private domain operations, companies often need to label users and implement user stratification, thereby formulating different strategies to meet the needs of different users, maximize the value of users at each level, and achieve product goals.

Usually, labels can be assigned based on four dimensions: channel source, user level, demographic attributes, and consumption information , and then the labels can be subdivided according to the differences of each company.

18. Kano Model

The picture comes from the Internet

Applicable scenarios: user operation/product promotion

The Kano model is a useful tool for classifying and prioritizing user needs and analyzing the relationship between products or services and consumers. In the Kano model, the quality characteristics of products and services are divided into five types:

1. Attractive attribute: unexpected to users. If this demand is not provided, user satisfaction will not decrease, but when this demand is provided, user satisfaction will be greatly improved;
2. Expected attribute : When this demand is met, user satisfaction will increase; when this demand is not met, user satisfaction will decrease;
3. Necessary attribute : When this requirement is optimized, user satisfaction will not increase; when this requirement is not provided, user satisfaction will be greatly reduced;
4. Indifferent attribute : Whether this requirement is provided or not, user satisfaction will not change, and users do not care at all;
5. Reverse attribute : Users do not have this demand at all, and user satisfaction will decrease after providing it

19. OKR

The picture comes from the Internet

Applicable scenarios: Enterprise management/project tracking

OKR (Objectives and Key Results) is a set of management tools and methods for defining and tracking goals and their completion status. It was invented by Andy Grove, the founder of Intel.

Use O (Objectives) to split out KR (Key Results). The next level O is the KR of the previous level, which ultimately ensures that everyone has the same goal direction.

20. FAST Model

The picture comes from the Internet

Applicable scenarios: Membership rights/super users

Based on the AIPL model, the FAST model helps brands measure their consumer health assets from two dimensions: quantity and quality.

• Fertility: The total number of people in consumer assets, that is, the total amount of AIPL
• Advancing: The rate at which the consumer relationship deepens, which refers to the conversion rate of each link in the AIPL process of the consumer.
• Superiority: Total number of members, which is the number of members owned by the brand. In the online consumption scenario, it is the number of consumers who have authorized the brand.
• Thriving: Member activity, the proportion of members who have collected, added to cart, received membership benefits or made purchases within 30 days to the total number of members

21. Six-step method for private domain operation

Image source: Yan Tao San Shou

Applicable scenario: Private domain operation methodology

The six-step private domain operation method is an operation methodology originally created by Fengcheng Consulting. Through systematic operation, it helps enterprises quickly shape their IP image, enhance customer stickiness, establish refined user management, and achieve continuous repurchase of private domain users at low cost.

It includes 6 steps:

1. IPization : Building brand personality and bringing users closer
2. Connection : Design long-term value and attract user attention
3. Promotion : Create content exposure and maintain user interaction
4. Layering: Establish user tags to achieve precision marketing
5. Repeat purchase: guide user demand and create secondary transactions
6. Fission : Create a fission mechanism to obtain free traffic

22. Five Steps to Super User

Image source: Yan Tao San Shou

Applicable scenarios: super user system/membership operation

The core of this model revolves around "super users", giving priority to the care and cultivation of high-value users, matching corresponding services according to customer output value, managing the user life cycle through better-quality differentiated services, and amplifying customer lifetime value.

This methodology was also originally created by Fengcheng Consulting and includes 5 steps:

1. Identification : Build private domain traffic and reach users efficiently
2. Cultivation : Increase repurchase of old users and create potential super users
3. Screening : Design paid benefits to guide active participation
4. Operation : Maintain activity and increase renewal rate
5. Fission : Stimulate active sharing and influence potential super users

23. Model MOT Peak-End Law

The picture comes from the Internet

Applicable scenarios: user operation/community operation

The Peak-End Rule states that consumers are more likely to remember the climax and ending of an experience rather than the details of the entire experience.

For example, IKEA's "1 yuan ice cream cone" is a classic example of the peak-end rule. IKEA sells delicious ice cream cones for only 1 yuan at the exit after shopping, giving users an unexpected surprise and increasing their favorability towards the brand.

There are two ways to create a peak-end experience in the private domain:

1. Create a sense of ritual : For example, when a user enters a private community, an exclusive welcome message is posted after the user's name to make the user feel valued.
2. Create surprises : For example, send coupons to users from time to time, or give users small gifts after they complete an order.

24. NPS User Satisfaction Index

The picture comes from the Internet

Applicable scenarios: User operation/super user

In the private domain, NPS can be used to evaluate customer loyalty, recommendation, and satisfaction, and is regarded as the golden indicator for measuring customer experience.

First, divide users into three categories:

1. Promoters (scores between 9-10): are users who are extremely loyal to the product and will continue to buy and recommend it to others;
2. Passives (scores between 7-8): These are people who neither hate the product nor recommend it to others. They maintain a neutral attitude towards the product and are easily influenced by other factors to change their attitude;
3. Detractors (scores between 0-6): These users are those who are dissatisfied with the product or service. They are more likely to share negative reviews, which have a negative impact on the company's image.

Calculation method: NPS value = % of promoters – % of detractors

The higher the NPS value, the higher the recommendation level. If the net recommendation value is between 70% and 80%, it proves that the company has a group of high-loyal customers, but it is usually necessary to formulate standards based on the actual situation of the industry.

The key is to formulate and take improvement actions after obtaining the score. The scores obtained from the NPS survey and user feedback (such as the reasons for the scores) can be used as a reference for key decisions to find the crux of the problem and develop more effective methods and strategies.

25. CSAT User Experience Index

The picture comes from the Internet

Applicable scenarios: user operation/product operation

As the most classic measurement indicator, CSAT is often seen in daily life, such as bank satisfaction scores and the evaluation process after shopping on Taobao.

CSAT requires users to rate their satisfaction with a specific event/experience, usually rating the service on a scale of 1 to 5.

The options usually given are: very satisfied, satisfied, average, dissatisfied, and very dissatisfied. The final CSAT value is obtained by calculating the proportion of users who choose 4 and 5 points.

The advantages of CSAT are convenience and scalability, for example:

After users participate in a community promotion activity, they can set a CAST item for measurement. Note that the questions should be designed to be as simple and convenient as possible. It is best to design a welfare hook to express gratitude to participating users.

When analyzing the results, we need to think about the factors that may cause users to be satisfied or dissatisfied with each link of the activity? What are the relationships or weights between these factors? This can help us optimize and improve the process.

26. Customer Effort Index (CES)

The picture comes from the Internet

Applicable scenarios: user operation/product operation

CES is used to evaluate the degree of effort customers put into using products and services. It is negatively correlated with customer loyalty. The lower the effort, the higher the loyalty.

The question asked was: To what extent do you agree with the following statement: The merchant solved my problem efficiently?

Customer options included: strongly disagree, disagree, somewhat disagree, neutral, somewhat agree, agree, and strongly agree.

Because new customers are not familiar with products and services, they are more likely to encounter problems when using products or services. You can find some details that are usually difficult to notice and can be optimized to provide a better user experience.

Especially in scenarios such as private domains where service experience is the main focus, the evaluation effect is more significant, helping companies to more accurately predict customer retention and churn.

27. Private Waterwheel Model

The picture comes from the Internet

Applicable scenarios: user operation/brand operation,

This model focuses on user experience and revolves around the user purchasing journey, analyzing the five important aspects of interaction with consumers in the construction of a private domain operation system.

1. Drain traffic from multiple channels, that is, "gather water flow" : follow the "water model" logic, divert traffic into the warehouse from multiple channels such as online mini-programs, official accounts, offline stores, etc., and build a private traffic pool for the brand.
2. Cultivate and gain goodwill, that is, "condense water potential" : rely on high-quality products and first-class services to cultivate and accumulate long-term goodwill and trust, and consolidate the brand's user base.
3. Stimulate social fission, i.e. “splashing” : through communication, sharing, social evaluation and other means, form a word-of-mouth effect and stimulate consumer demand.
4. Interaction leads to purchase, which is called "transforming water power" : through different forms of interaction such as one-on-one consultation and recommendation in the circle of friends, users can make the final purchase.
5. Deepen customer loyalty, that is, "promote the cycle" : give relevant users the rights of old customers or the label of loyal fans, expand the user demand cycle, and extend the user's lifetime value.

28. Octagonal Behavior Analysis Model

The picture comes from the Internet

Applicable scenarios: user operation/product design

Nowadays, private domains are often tied to games, and brands will deeply bind users through gamified content. When it comes to game design, we have to mention the Octagonal Behavior Analysis Model.

After research, it was found that the reasons why people play games basically cannot escape the eight core driving forces: mission, empowerment, social interaction, unknown, escape, scarcity, ownership, and achievement.

These eight core driving forces can be divided into "extrinsic motivation" and "intrinsic motivation", "positive motivation" and "negative motivation" according to their value attributes. In actual product design, motivations need to interact with each other to play a greater role.

29. Growth Gossip Model

The picture comes from the Internet

Applicable scenario: product operation

The core of the Growth Gossip Model is the "Ah" and "Ha" moment, which refers to the moment when a product makes users feel its strongest sense of value. Only when a product has an "Ah" moment can it have an engine to drive user growth.

In the outer circle of the Growth Bagua Model, we break down the user's life cycle into 8 parts, namely: cognition, contact, usage, first order, repeat purchase, habit, sharing and churn.

The inner circle corresponds to the supply strategies of these eight parts, that is, starting from the role of product providers, it tells us what we should do to improve the efficiency of each link in the outer circle. Integrating the efficiency improvement of each link together, for the product, this is the overall growth.

30. CASH Flywheel Model

The picture comes from the Internet

Applicable scenarios: User lifecycle management

The CASH flywheel model is customer-centric, based on customer life cycle management, focusing on the best customer experience at every stage, emphasizing the importance of "making customers happy" in the private domain operation process, and perfectly creating a marketing closed loop.

The C in the CASH flywheel model stands for Customer, which is located in the center of the model. It means that the model is customer-centric, starting from solving the challenges faced by customers and aiming to help customers succeed.

In the CASH flywheel model, A stands for Attract, which means attracting traffic; S stands for Share and Convert, which means sharing conversion; and H stands for Happy to buy, which means happy buying. These three parts constitute the power system of private domain growth, and each part will restrict the speed of the flywheel and affect the effect of private domain growth.

Author: Yan Tao San Shou, WeChat public account: Yan Tao San Shou