In the scope of operation, user operation is a very important link. Some companies even set up special "user operation" posts.
The value of user operation is reflected in many aspects. It can not only help attract more users to use the product, but also become more important after users officially use the product. Through daily user operations, we can further clarify the product user profile, understand user needs and feedback, optimize the product, and then improve user satisfaction and loyalty, promote word of mouth, improve user life cycle value, and maximize the overall value of users.
The work of user operation needs to rely on the establishment of a sound user analysis system. This answer selects three dimensions, namely, the typical and key user profile, demand analysis and churn analysis.
User profile creation
In the Internet era, what are the user portraits being discussed?
The earliest definition of user profile was proposed by Alan Cooper, the father of interaction design: "User profile is actually a target user model based on a series of user data, Give names, photos, some demographic elements, scenes and other descriptions to form a personas prototype.
In operational work, user profiles are an important tool for us to gain insight into users and enable business. The steps to create a user profile are as follows:
1. Data collection
Open data collection. For example, quantitative data of users can be collected through data statistics websites, public reports, social media, retained data of users in applications and other channels.
In depth research. Qualitative data can be obtained through user surveys, questionnaires, user interviews, etc.
2. Data integration
3. Data analysis
Quantitative analysis: use data analysis tools to confirm user scale, activity, behavior patterns, etc.
Qualitative analysis: use qualitative data to further build user profiles, including user characteristics, interests, needs, etc.
4. Segmentation of user profile
According to user characteristics, users can be divided into different groups (such as age, geographical location, hobbies, etc.), and a user tag system can be established.
Establishment of demand analysis
After the user profile is established, it is necessary to clarify the core purpose of user analysis - to understand the pain points of user needs and improve the product experience.
1. Market research
Conduct market research to understand the market demand of target user groups, competitors, etc.
Analyze market research data, find out core pain points, and determine solutions.
2. User feedback analysis
Collect user feedback information, including customer service (if any) dialogue records, user comments, complaint information, third-party channel evaluations, user research records, etc.
Analyze user feedback and understand user needs and problems.
3. User behavior analysis
4. Develop requirement documents
Write specific demand documents according to market research, user feedback, behavior analysis, etc.
Loss analysis establishment
There is also a very important work in user operation, analysis and recall of lost users.
1. Define lost users
Determine the definition of lost users. For example, if the active indicator is used as the judgment standard, the unused application/no operation record/no purchase conversion behavior within a certain period of time is defined as loss.
2. Cause analysis of loss
Build a funnel chart of user transformation, analyze the behavior data of lost users, and find out the key nodes of lost users, such as not used after registration, not purchased again after purchase, etc.
Conduct qualitative research. For example, you can find out the reasons for losing users by issuing questionnaires and user return visits, and find out the key points where users are no longer active, such as unsatisfied product functions, poor user experience and interaction, and high product use costs.
3. Develop promotion strategies
According to the reasons for the loss, formulate corresponding promotion strategies, such as iterating product functions, improving user experience, launching preferential activities, etc.
4. Continuous monitoring and optimization
At the quantitative data level, establish a monitoring mechanism, continue to pay attention to the loss of users, and timely adjust and update the promotion strategy.
On the qualitative data level, according to user feedback and behavioral data, we will constantly optimize products or services to meet user needs and reduce the churn rate.
User analysis is a big topic. This paper focuses on three key dimensions of user profile, demand analysis and user churn analysis in the user analysis system. If you have any other content you want to know, please leave a message~
*Including AI assisted creation
Author: Haoliang Technology
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The original link is as follows: https://mp.weixin.qq.com/s/-D7UP2lkhNH7rFdM-29I6A