The user life cycle refers to a complete cycle formed by users from using the product to leaving the product. It is usually divided into: introduction period, growth period, maturity period, decline period, and silence period; each app is divided into five categories of people. The user behavior and specific data indicators for reference are different, which need to be determined based on the industry and the actual situation of your own app.
This article mainly wants to share with you the issues that need to be considered under the different life cycles of users, as well as the corresponding operational actions.
Note: B-end users may be in various roles such as companies, teams, individuals, etc., and the following are uniformly referred to as users.
1. The introduction period
Refers to: the period when users go from potential users to successful registration, to the period when they have not deeply experienced the relevant services or functions of the product.
1. Think about the problem
1) What kind of users does the country email list platform need? (target user portrait in single/multiple scenarios)
It mainly depends on the positioning of the platform. For example, Pinduoduo, which has just started, targets the sinking market of third- and fourth-tier cities. It mainly has the characteristics of low per capita income, sensitive to commodity prices, and high tolerance for commodity quality. NetEase prefers On the contrary, the target users are users who pursue the quality of life, and at the same time have relatively low requirements for cost performance.
Due to different target groups, there will be great differences in user acquisition methods and advertising delivery channels.
2) Users who meet the access conditions, what are their needs? What can the platform offer users? What are the advantages over other platforms? (User needs, platform advantages/selling points)
After thinking about the above two issues, the platform positioning and selling points will be basically clarified, and the follow-up new work can be better carried out.
2. What to do?
The new period, or the introduction period, is the first part of the user life cycle, and the main job is to attract new customers.
Due to the different positioning of target users in different industries, the ways of acquiring customers are also different, but they are basically divided into the following ways:
TV advertisements, subway station advertisements, variety show titles and other traditional advertising forms;
User fission based on WeChat ecology (many forms);
Cross-industry cooperation (target users are roughly the same, but user resources are exchanged between different industries).
Among them, the most commonly used new methods are 2, 3, 5, and 6; but it also needs to be viewed according to the specific industry, such as the online education industry, which is still a red sea at present, and the competition is relatively fierce; although some apps have already Stand out, but there is no obvious advantage, so it is necessary to strengthen user awareness and seize users' minds through a large number of advertisements, so there are many ways to use 4.
In addition to acquiring customers, most trading platforms will review B-end users at the beginning of their entry. How to help users reduce the cognitive cost of review, optimize the review process and improve the efficiency of platform review are also important to do during this period. Work.
2. Growth period
Refers to: the period when users have in-depth experience and exploration of platform products after successful registration.
1. Think about the problem
How to let users quickly understand the rules of the platform?
Every trading platform, in order to ensure the healthy development of the platform and avoid various violations of national laws and regulations and platform rules, will have a large number of rules and restrictions; therefore, it is necessary to help users quickly understand the platform rules and avoid being punished for not understanding the rules. loss of users.