How do App users operate? Xiaobian is classified as the following three stages:
First, the definition stage
In the planning stage of App development, when there are no real users to study, potential target users need to be searched, discovered and positioned. At this time, the main work of user operation focuses on research and analysis to locate users.
We need to make sure that the proposed hypothetical requirements are the real requirements of the users. Extract the core capabilities of App and the core needs to solve users’ pain points. Act as a real user to experience in the scene we plan to build, confirm whether the core capabilities meet the needs of users, extend the product capabilities to bring users a better product experience, and optimize and improve the App related functions based on this.
Second, the verification stage
After the launch of the App, users can be analyzed and studied to verify the App through users’ use of the App and accumulation of certain user behavior data. During this period, user operation mainly focuses on verification, which gradually provides a basis for product optimization and iteration.
Through the click rate and jump rate of App page, it can confirm whether users are interested in the content, and indirectly confirm users’ liking for the content according to users’ like rate, comment rate and favorites rate. If it is an e-commerce platform, the conversion problem can be intuitively understood by directly checking the purchase rate.
3. Development stage
After the verification of user behavior with certain data as evidence, we have confirmed the image of potential customer group. Then, how to implement the management and detection of user operation to meet the outbreak period of App in the future?
At present, the user life cycle operation is mainly divided into five stages: introduction stage, growth stage, maturity stage, dormant stage and loss stage. What do you need to pay attention to in each period of operation?
Introduction period: In the customer acquisition stage, it is easy to attract “fake fans” when the App launches promotional activities. How to judge the authenticity? Take MobTech developer Services one-click verification tool [Seconds test] ** as an example, not only can identify the black and grey industry from the registration source, but also simplify the App registration process, so that users can complete the registration in a state of no sense, greatly improving the user experience;
Growth stage: In the new stage, the most test is whether the user experience of App is convenient. The third party login function of [ShareSDK] created by MobTech developers supports the login of all manufacturers and accounts of 40+ mainstream social platforms around the world, and provides the closed-loop sharing function of non-code invitation and text password, so that the App fission can be based on data and the effect is infinitely amplified.
Maturity: After accumulating a certain number of users, it is necessary to fine operation and management. MobPush, an intelligent push service launched by MobTech developers, can supplement the tag content of users’ personalized behaviors in the App, complete accurate portrait analysis of users through big data technology, and locate accurate users on this basis. Let users with different needs see the required push;
** Dormant period: After entering this stage, most users have been tired of the routine operation. At this point, the user operation needs to excavate the user demand explosion point again until activation. After putting forward a variety of creative schemes, MobPush ** selects the content with high conversion rate for target users in the testing and launching stage according to the data feedback, and then activates it again.
** Loss period: at this time, what we need to do is to make phased wake-up effect planning, review according to the daily release effect, optimize the creative activation again, when necessary [MobPush] ** can execute SMS supplement, for the user uninstall second touch until activation.
In a word, user operation is about dealing with people, analyzing people’s psychology, constantly thinking about what users think, providing what users need, grasping users’ psychology, and actually landing on the App. Only in this way can users be truly captured and retained.