Six modes of user operation

Is there any classic model for user operation? What indicators must be recorded when users operate? User operation needs the support of the system. How to establish a user operation system? Do you have a model? Which indicators are the most important and must be recorded? First, the user operation process: AARRRAARRR is written in five words: acquisition, activation, retention, revenue and reference, which respectively correspond to the five important links in the life cycle of this mobile application. 1. Getting and running a mobile application is undoubtedly the first step to get users, which is commonly called promotion. If there is no user, there is no operation. 2. Improve the degree of activation Many users may enter the application through different channels such as terminal preset (brushing machine) and advertisement, and these users enter the application passively. How to turn them into active users is the first problem faced by operators. Of course, one of the important factors is the quality of promotion channels. Poor promotion channels bring a large number of disposable users, that is, people who will never use them again after starting once. Strictly speaking, this is not a real user. A good promotion channel is often aimed at the target group, and the users they bring are very consistent with the target group set in the application design, so such users are usually more likely to become active users. In addition, when choosing a promotion channel, you must first analyze the characteristics of your application (such as whether it is a niche application) and the target population. It is a good promotion channel for others, but it may not be suitable for you. Another important factor is whether the product itself can catch users in the first few tens of seconds. The application of connotation, if the first impression is not good, will also fail in "blind date" and become a problem of "never getting married" In addition, some applications will attract new users through experienced novice tutorials, which is particularly prominent in the game industry. 3. Improve the retention rate. After solving the problem of activity, some applications find another problem: "users come quickly and go quickly." Sometimes we also say that this application is not user-sticky. As we all know, the cost of retaining an old customer is usually much lower than the cost of acquiring a new customer. Therefore, the situation that bears break corn (take one and throw one) is a taboo in application operation. But many applications really don't know when users are lost, so on the one hand, they keep opening up new users, on the other hand, they are losing a lot of users. To solve this problem, it is necessary to monitor the loss of application users through daily retention rate, weekly retention rate, monthly retention rate and other indicators, and take corresponding measures to encourage these users to continue using the application before the loss of users. The retention rate is also closely related to the application type. Generally speaking, the first month retention rate of tool applications may be generally higher than that of games. 4. Income generation is actually the core of application operation. Few people develop an application just out of interest, and most developers are most concerned about income. Even if it is a free application, there should be a profit model. There are many sources of income, mainly three: paid applications, in-app payment, and advertising. The acceptance of paid applications in China is very low, including GooglePlayStore, and only free applications are promoted in China. In China, advertising is the source of income for most developers, and in-app payment is widely used in the game industry. In either case, revenue comes directly or indirectly from users. Therefore, improving the activity and retention rate mentioned above is the necessary basis for obtaining income. If the user base is large, it is possible to increase income. 5. The operation mode before 5.Refer ended at the fourth level, but the rise of social networks has added another aspect to the operation, that is, viral communication based on social networks, which has become a new way to acquire users. The cost of this method is very low and the effect may be very good; The only premise is that the product itself should be good enough and have a good reputation. From self-propagation to acquiring new users again, application operation has formed a spiral trajectory. And those excellent applications make good use of this track and constantly expand their user base. Through the AARRR model mentioned above, we can see that obtaining users (promotion) is only the first step of the whole application operation, and the good play is yet to come. If we only look at promotion and ignore other aspects of transportation management, leaving users to fend for themselves, then the application prospect will be bleak. Second, the user model: RFMR(Recency) indicates the distance of the customer's last purchase, F(Frequency) indicates the number of purchases made by the customer in the recent period, and M(Monetary) indicates the amount of purchases made by the customer in the recent period. Generally, the original data consists of three fields: customer ID, purchase time (date format) and purchase amount. It is processed by data mining software, weighted (considering the weight) to get the RFM score, and then customer segmentation, customer grade classification, CustomerLevelValue ranking and so on. Can carry out database marketing! Add customer service number dqc6633 and immediately join the new media exchange group operated by Mars III. Innovation diffusion curve "innovation diffusion theory" is an American scholar Everett? It was put forward by E.M. Rogers. Everett Rogers thinks that innovation is "an idea, time or thing that is regarded as novel by individuals or other adoption units." An innovation should have five elements: relative convenience, compatibility, complexity, reliability and perceptibility. Another American scholar Roger? Fidler believes that innovation should also include the element of "familiarity". Rogers divided the adopters of innovation into innovators, early adopters, early followers, late followers and laggards. Innovation diffusion includes five stages: understanding stage, interest stage, evaluation stage, experiment stage and adoption stage. Understanding stage: contact with new technologies and new things, but know little. Interest stage: generate interest and seek more information. Evaluation stage: consider whether to adopt it according to your own needs. Experimental stage: observe whether it is suitable for your own situation. Adoption stage: decide to implement it on a large scale. Innovation diffusion is defined as the process of spreading among various members of the social system in some way over time. In this way, the diffusion process consists of four elements: innovation, communication channels, time and social system. Therefore, communication channels have become one of the important links. As shown in the figure below, IV. S-shaped curve and J-shaped curve of user growth In the product development cycle, we often see discussions about the growth curve. Most products will follow the growth pattern of S-shaped curve. However, some products may produce J-shaped curves: S-shaped or J-shaped. There is no difference between good and bad. They will also encounter a bottleneck period, or a platform period. No matter what the growth curve is, the demands of shortening the platform period and breaking through the bottleneck are the same. 5. Type 90- 10- 1 6. The first layer of the user pyramid model is the community manager. Usually, users are operators. The second layer is user management tools. Such as moderator system, community (interest groups, tribes, alliances, guilds, etc. ), and then the organizations spontaneously formed by users in the community. The third level is valuable users, basically those who are active enough in the community to contribute effective value to your community. Level 4 general users. In fact, it is the ordinary users in the community, which is the so-called "80% users" in the community. In general, the most valuable users in the community may not account for 20% of the community. For example, early BBS users who contributed to UGC generally did not exceed 10%, even if other effective users were included, it might not reach 20%. There may be only a few diamond users (that is, the "soul" of users, who have strong loyalty to the community, can represent the temperament of the community, and can be said to be the image and brand spokesperson of the community). User operation is actually the starting point and the most difficult part of all operations. No matter what you do, it is necessary to know the users. You must spend 80% of your operating time on the top 20% of the pyramid.