How to operate in order to attract a large number of users and improve the retention rate

Give users a reason to come back.

Improve the user's trust in the app (break the user's psychological defense, timely user feedback, and actively interact with the user, so as to improve the trust of new and old customers in the app, thereby improving the retention rate).

Applications that focus on solving other people's pain points will be recognized by many people.

In the interactive community of the product, users are encouraged to sign in points, have the ability to be KOL, invite one if they don't, regularly release product-related information and user interaction, and encourage users to reply, like, share, be and so on.

Incentive mechanism for sharing or inviting friends (it is also very good to use products to create topics, open your mind, and come up with more innovative ideas, and share friends to get rewards).

Hot events stir up topics, and use hot news to create product-related news.

1. Solving problems is the key.

In the Internet, many app developers will pay too much attention to the application, and have always said that the application is the first place, although we can't say that this method is wrong, but we can say that this approach is basically chasing the root and the end, and it can't retain users at all. As an excellent developer, we must clearly know whether an app can survive in the Internet, not because of its perfection, but on whether it can solve the actual problems of users.

2. Reduce as much as possible.

Although we can't guarantee that technicians can be completely bug-free in the process of writing and developing functions, we must reduce the occurrence of bugs as much as possible, because for users, they are most concerned and sensitive to bugs that affect the user experience. Therefore, the first bug problem we need to solve for APP operators is to ensure that the most commonly used functions of users are truly bug-free, such as: the two most important criteria for Apple's online review are no crash and no bug.

3. Update and add small functions from time to time.

Some developers often spend time on APP planning to launch a big function, and hope to have a greater improvement in retention, but the results are unsatisfactory, but some users improve the experience of small functions, and the retention has exceeded expectations. However, it is worth noting that the frequency of APP updates should not be too high or too low, otherwise it will easily backfire, and it is generally updated once every two months or so.

To improve user retention, we must first clarify the three stages of user retention.

Reduces the rate of rapid decayDeepening the volatility of the oscillation period

1. If you want to retain users, you must give customers enough value and solve their needs.

2. Determine specific retention goals, such as the number of registrations, orders, or consultations. Then plan campaigns for these specific retention goals and find selling points.

3. If users are active, they need to continue to create value for customers, so that users can come to you when they have needs.

4. To improve user activity, it is also necessary to do some preferential activities, communication activities, training, small games, and gadgets.

Some time ago, I attended a marketing industry conference, and a speech summarized the current situation of Internet companies quite interestingly

Born to pull new, die to remain".

If the retention rate is 20%, the retention cost is 200 yuan.

If the retention rate is 10%, the retention cost is 400 yuan.

It can be seen that improving the retention rate is to improve the performance of Internet companies. Forgive me for having to say the importance of elevating retention. Because the marketing department of many enterprises only focuses on attracting new customers, but does not pay attention to retention.

So how to effectively improve user retention and promote user activity? In addition to proven strategies for losing or monetizing, it is advisable to implement retargeting.

Taking game apps as an example, remarketing ads can re-engage former players, open up channels in other apps that are more relevant, and hit players at key points, recall lost users, or convert one-time paying players into continuous paying players, so as to promote the payment and renewal of the game app. Both attracting previous users and increasing sales, the ROI has clearly increased.

At present, with the expansion of mobile app marketing demand, Remerge App Retargeting has been recognized by more and more Internet companies for its advantages such as more accurate user segmentation, effective advertising content and strategies.

I play an active role with filial piety.

Users will continue to add and lose every day, and it is difficult to find the essence of the problem if you only look at the number of daily active users, so it is usually combined with the activity rate and the entire life cycle of the app.

The activity rate refers to the total number of active users, through this ratio you can understand the overall activity of your users, but with the extension of the time cycle, the user activity rate is always gradually declining, so after a long life cycle (3 months or half a year) of precipitation, the user's activity rate can be stably maintained to 5%-10%, which is a very good user activity performance, of course, it cannot be completely applied, depending on the characteristics of the product.

Retain users. Retention and retention rates often reflect churn over time, and the analysis of this result is often done to find the specific cause of churn.

So how do you look at it? There are several indicators of discretionary judgment.

Next-day retention: Because they are all new users, we analyze the reasons for the loss of users by combining the novice guidance design of the product and the conversion path of new users, and reduce user churn and improve the next-day retention rate through continuous modification and adjustment, usually if this number reaches 40%, it means that the product is very good.

Weekly retention: During this time period, users usually go through a complete cycle of usage and experience, and if they can stay at this stage, they are likely to become loyal users.

Monthly retention: Usually the iteration cycle of mobile apps is 2-4 weeks for a version, so monthly retention can reflect the user retention of a version, and the update of a version will always affect the user's experience to a greater or lesser extent, so by comparing the monthly retention rate, we can judge whether each version update has an impact on users.

Channel retention: Because the channels are different, the quality of users will also be different, so it is necessary to analyze the retention rate of channel users. Moreover, after excluding the factors of user differences, we can compare the next day and retain it weekly, so that we can more accurately judge the problems on the product.