Your product needs a user loyalty development plan

The profitability of Internet products is usually generated after a period of user operations and services. Therefore, apps that have no stickiness and retention will most likely fail. The homogeneity of products has led to increasingly fierce competition. It is essential to gain a place in the mobile Internet, increase user stickiness, and cultivate high loyalty users.

The core functions and usage scenarios of the App itself are fundamental to attracting users. In addition, through a series of operating strategies, allowing users to obtain continuity of value and sense of honor in the process of using the product will also help increase user stickiness until the use becomes a habit and turns into a loyal user.

Clever timely push interaction

Generally, the development plan from a new user to a loyal user goes through the following four stages: awareness, interest, purchase, and loyalty. Different stages need to be differentiated to formulate user operation strategies. For example, in the cognition stage, they should be able to learn as much as possible about the differentiation capabilities of the product. For example, sending popular science messages about planting grass will help them deepen their understanding of the product, so as to slowly transition to the next one. Interest stage.

For another example, in the purchase stage, the user's behavioral preferences should be fully considered. For example, in the same big promotion, some users only pay attention to discounts on single products they are interested in; while some users pay more attention to limited-time activities such as full discounts and redemption. The promotion sensitivity of users is different, and the specific push copy needs to be different from person to person.

Through Huawei's intelligent operation services, it is possible to flexibly circle and select target groups at each stage of the loyalty development plan based on rich crowd tags and user behavior attributes. Combining push, SMS and other multi-channel user reach methods, push the right messages to the right people at the right time, and use operational means to catalyze users' continuous advancement to the loyalty stage.

Encourage the construction of a growth system

Diversified designs such as user incentives, points, and membership systems can allow users to obtain continuous value during product use. For example, in games, when players are upgrading from monsters and completing designated levels, there will be additional incentives such as unlocking equipment and acquiring virtual coins. In addition, identity authentication is also an important part of the motivation of game users. For example, the title of "the strongest king" can give players a great sense of accomplishment and increase the stickiness of their products.

The ingenious point system construction can help users develop product usage habits through quantitative means. Points are similar to virtual currencies. Operating students can design various operational activities on this basis. For example, points can be directly used to redeem rights and interests prizes, which can continuously strengthen users' desire to earn points and increase the frequency of product visits.

Whether online or offline, membership has become an important way for platforms and merchants to build private domain traffic operations. The ad-free broadcasting privileges of video members and the expansion of the actual value of stored-value members in stores, these differentiated operation strategies for members have been integrated into all aspects of consumers' lives and have become a habit.

The construction of the incentive growth system is to design the gameplay from the product level to keep users highly active, but these designs still need to be combined with continuous refined user methods to realize their value. Operation students can combine Huawei's intelligent operation services to subdivide users of each growth system based on behavior and tags, and carry out targeted marketing activities.

For example, for video members, page access data shows that variety shows and movies are their main access channels. Recently, the frequency of App launches has dropped significantly from the previous month. At this time, the activity message such as "xx movies on the shelves, free unlock for members" can be triggered during the lunch or evening break, which has achieved the purpose of the user to start the App again.

The scientific user loyalty development plan combines intelligent and convenient platform execution to solve the closed loop of full-link marketing from activity creation, execution, management, and optimization through a platform. The establishment of such a systematic user loyalty development plan for mobile Internet products will obviously promote the increase of user stickiness.

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