Detailed explanation of the whole process of user operation

This article mainly analyzes the whole process of user operation in seven parts, providing experience for operators. It is recommended for operators to read.

The core of operation lies in user operation. We have mentioned various elements of user operation many times in previous articles. This time we will explain it in detail based on the process chain of user operation. I hope it can be of some help to everyone.

When we are doing user operations, we cannot use various means just to make the registered user data look good. For example, some task centers, such as red envelope fission. Although these unconventional methods can bring a large number of registered users to the product in the short term, in the entire user operation cycle, they will bring a lot of unnecessary work for subsequent refined operations.

Therefore, when we are growing our user base, we must first understand what kind of users are our real users. What are the commonalities of these users? What methods and channels should we use to acquire these users? The market will tell us the answers to these questions, rather than deciding everything based on experience or guesswork.

Important: Setting up a link after a new user registers can help you grow your user base more efficiently, such as watching a few videos, participating in a discussion, or completing a card binding transaction.

We have talked about the topic of user stratification countless times. User stratification is particularly important when there is a shortage of service personnel and refined operations are required.

When the product user base is small, operators can use emotional means to maintain this group of users. However, as the user base continues to expand, operators' energy and time are limited. At this time, user stratification is required to improve operational efficiency.

As the product develops better and better, the differences between users who register in different time periods become more and more obvious, and it is necessary to carry out targeted operations according to different groups of people to meet the differentiated needs of users.

In order to reduce the pressure on operations staff, knowledge documents (help center) can be used to summarize most of the new users' questions. If the product has community attributes, high-quality users such as user administrators can also be developed, and some platform rights and interests can be used as rewards to free up some of the work of guiding new users.

User portraits are created to better serve users.

The simplest user portrait refers to the basic objective attributes of the user, such as gender, age, region, occupation, etc. The core of portrait creation is to "label" the user group. A label is usually a highly refined feature identifier set by humans. This dimension tells us: who he is.

Then the system needs to introduce user behavior models based on simple user portraits, such as browsing behaviors on short video platforms (watching completion, liking, collecting, commenting, following, etc.). Such as collection, purchase, and sharing behaviors on e-commerce platforms.

Different types of products need to collect different user behavior data. You can first build a preliminary user portrait framework and then fill it in. Generally speaking, the more complete the user portrait is, the better we understand the user, and the more targeted we can deliver the content that the user wants to see, thereby improving traffic utilization efficiency.

User behavior can tell us what he did here. With this data, we can also know which content users are concerned about and which functions have more problems. In this way, it will be convenient for us to optimize and iterate the product.

User behavior: refers to the user's usage behavior process, such as downloading, registering and logging in, clicking and browsing, purchasing and placing orders, commenting and sharing, etc. This dimension tells us what he is doing.

Important: Establish a user churn model, identify important churn nodes, and optimize them.

The topic of user life cycle is believed to be a topic that every user operator will focus on. Unlike the product life cycle, no matter whether the product is perfect or not, users will definitely enter the churn period.

In the entire user life cycle, there are 5 stages, corresponding to the different levels of user participation and interaction in the product, namely: introduction period, growth period, maturity period, dormancy period, and churn period.

Introduction period: users who have completed registration but have not yet experienced in-depth product-related services or functions (you can set specific login times and access time thresholds to define whether users have experienced in-depth product-related services or functions).

Growth stage: users who have deeply experienced product-related services or functions and completed their first key behaviors.

Mature stage: users who have made multiple payment behaviors (the peak of each user’s product value, able to contribute the most active time and revenue).

Dormant period: used to be a mature user, but has not generated any valuable behavior for a period of time (need to define specific dormant signals, combined with the overall product data and the user's past behavior data, such as orders, browsing, interactions, etc.).

Churn period: users who have not logged in or accessed the app for a period of time (clearly define churn and key behaviors, for example: not logging in to the app for more than 30 days).

Operations manage the user life cycle, and the ultimate goal is to maximize user value. Users in different life cycles have different user values, so operations need to be targeted and refined.

The user growth system is a means of refined operation. It separates users into different levels according to different data tags, which plays a huge role in improving product user stickiness and realizing the transformation of users from general users to core users. This growth system is not a simple behavior = experience, nor is it a simple experience value = level improvement, but should be a relatively complex system behavior.

Important: The user growth system is necessarily related to user rights. We can directly refer to JD Plus membership, Taobao 88 membership, etc., which have relatively mature solutions and strategies. If you are interested, we will analyze it in detail in subsequent tweets. After all, this is a very large topic and it is not suitable to be elaborated in a framework article.

The user honor system is an important supplement to the user growth system.

Generally speaking, the honor system can be divided into several parts. One is the honor that can be grown, one is the honor that cannot be grown, and some are special honors. Reasonable use of the honor system can also stimulate user activity.

User operation is a huge topic, and we are also working hard on this operation path. I hope that the data of each operator will become better and better.

Author: Robin

Source: WeChat public account "Operation Growth History (ID: gh_bb55de2c4072)"