Silent users generally refer to users who have not been active recently but have not been uninstalled and lost, and such users are in a state of imminent loss. Silent users are also formed because users feel less valuable and can't fully meet their expectations. Generally, it can be subdivided into two types of silent users.
Then for the above two types of silent users, the key of the first type is to give them more opportunities to experience the product, and the key of the second type is to give them additional reasons to stay. These two key issues can be abstracted together, that is, how to actively reach users and help them form habits, which is a bit like a school teacher actively helping some students form study habits.
At present, push and corner mark are two common ways to reach users actively. Push, that is, push, reminds users to use products by publishing push messages. Push is a good way to reach users actively, but if abused, it will lead to serious harassment and even stimulate users to uninstall. Generally speaking, push can be divided into two categories. One is the product's own function push notification, such as the new message push notification of WeChat that we often see, and the push notifications such as likes and comments received after Aauto Quicker and Tik Tok publish their works, all of which belong to the product's own function notification; There is also an operation notice, such as the event push notice released by the operation, and some hot news notices, such as some hot news pushed by news clients.
Push is a double-edged sword, which can help us improve our retention and daily life. For example, in the early days of today's headlines, nearly 40% of daily life users were pulled up by pushing, but many products were improperly used, which caused a very serious problem of users' spitting and unloading. When using push, you need to pay attention to the following constraints:
Under the above constraints, we can play a pushing role as much as possible. The product value of push itself is to help users pay attention to the right things at the right time. It is very important to inform users of what happens inside the product. If there is no push notification for the new message of WeChat, it will definitely make everyone miss a lot of important information.
There are two important indicators to measure the quality of push, the arrival rate and the click rate. Arrival rate refers to the intermediate conversion rate from server to user, which has two arrival rates: message dimension and device dimension. Click-through rate refers to the conversion of clicks after users see the push. Click-through rate also includes message dimension and device dimension. How to provide arrival rate and click rate is the key problem that push needs to solve. Among them, the click rate mainly depends on the students who push the operation. How to configure more attractive copywriting and pictures, and how to choose a more novel push style will affect the final click-through rate.
Solving the problem of push arrival rate is mainly a technical problem. On the ios platform, because Apple provides very strict system-level push channel management, as long as a specific app receives the push and the user does not turn off the push notification, the system will definitely display the push. Therefore, the arrival rate of push can be considered as 100%, but on the android platform, because the system does not provide very strict system-level push channel management, all push acceptance and display depend on the app itself. When an app receives a push, if the app has been killed in the background, it will not be received. Therefore, how to improve the survival rate of app in the background has almost become the only way for all technical students to improve the arrival rate of Android push.
In fact, the corner marker is similar to push, which is a lighter reminder, as shown below.
Attention must be paid to the control of frequency during the use of corner markers, and high frequency cannot be used. In addition, in the display of numbers, there should be a certain echo relationship after opening. There are many applications that cheat users when using corner markers. When the corner mark appears, click Open, and there is no corresponding prompt in the application. This is a kind of cheating, and the data may be good in the short term, but it will definitely cause users' resentment in the long run.
With the above constraints, the realization of the corner marker is relatively simple on the ios platform, and the system already supports the display of the corner marker, so just call it. However, on the android platform, especially when there are many customized systems in China, the display rules and methods of different systems are different, and some systems don't even support the display of corners. So, it will be a bit complicated to do. If the income expectation is particularly high, for example, a certain model accounts for a huge proportion, but it does not support the display of corner markers, you can display corner markers manually instead of icons.
After actively contacting users, how to help users form regular usage habits? Traditional buttons and corner signs can appropriately remind users to use the product. But this is only a passive way to remind users, and we should think of ways from the active way of users. The usual practice is to derive other conventional incentives around the use of the core functions of the product itself.
In addition to the silent awakening of users, the recall of lost users is also of great value to improve long-term retention. Generally, lost users refer to users who have not used the product for a long time, such as users who have not used it for 30 consecutive days. Or users who have uninstalled the product. When we acquire a certain number of new users, the pressure to continuously acquire new users will be very great. From the perspective of open source and throttling, when open source is very difficult, full throttling will become very important. How to make the lost users active again is a problem worth investing time in user growth.
In order to recall the lost users, the first thing to be solved is how to reach the users, because the users may have uninstalled the products, so the methods used to wake them up, such as pushing and corner marking, are usually not feasible. In order to reach users, we can only start from other channels.