Grow with funnel model and user task model

Li called the beast Say a word: " Marketing It is to meet the needs of others to achieve their own goals. "Product increase The same is true of.

01 funnel model Growth

1.1 Funnel principle

The funnel principle is to disassemble the intermediate indicators of each step according to the final indicators to be improved, analyze the causes of leakage in each step, so as to reduce leakage in each step and improve the final indicators. The funnel principle should be considered as the most basic method of growth~

1.2 Applicable scenarios

Function tuning is performed based on the goals of the current step. The current step may not be reduced.

1.3 How to apply the funnel

1) Determine improvement indicators

For example, I want to increase the number of registrations, registrations, and trading volume. It should be noted that the improved indicators can generally increase revenue or reduce costs. For example, if the number of registrations increases, the cost of registration will generally decrease when other conditions remain unchanged.

2) Create funnel

Taking registration as an example (registration method: mobile phone number verification code), the following indicators can be disassembled according to the user path in the registration process:

3) Analyze leakage

With the help of Fogg's behavior model B=MAP (M is motivation, A is ability, P is prompt), we know that the three major factors that affect user behavior are motivation, ability, and prompt. It means that only those above the action line will take action, and those below the action line will not take action, so the leaked users will be below the action line.

Therefore, if one or more of the three factors are not satisfied during user conversion, leakage may occur. According to experience, three factors can be further disassembled:

• motivation Motivation is divided into internal motivation and external motivation. Internal motivation refers to user needs, while external motivation refers to external positive or negative incentives, such as rewards, punishment, pressure, etc
• ability Ability is divided into internal ability and external ability. Internal ability refers to the physical strength, energy, consumption ability and knowledge level of users. External ability refers to the perception degree, decision cost, operation complexity, etc. of products.
• Tips : Tips are divided into internal tips and external tips. Internal reminders are habitual behavior reminders, such as getting up at time, brushing teeth, eating, etc. External reminders are intentional reminders from outside, such as SMS and push

After introducing the causes of leakage, we analyze the causes of leakage in the registration path, as shown in the following figure:

4) How to reduce leakage

Before deriving the scheme, introduce the common growth means:

Reinforce motivation : According to the intrinsic motivation and the characteristics and needs of different customer groups, launch different products in different scenarios to improve the matching efficiency; For external motivation, give positive rewards, such as virtual card vouchers, cash red packets, physical rewards, etc

Enhancing capabilities ：

• Perception: the principle of clear interface level and easy to understand content should be followed
• Decision making: enumerate the decision-making factors that users care about. For example, if credit products are launched on the registration page, it is necessary to comprehensively consider the limit, interest rate, security, lending speed, borrowing success probability and other factors
• Action: The methods of reducing input, reducing jump, disassembling steps, and putting high threshold tasks behind can be used to reduce the user's thinking time and reduce the user's operating costs

Add prompt ：

That is to add more users to reach, such as increasing efforts to launch, launching resource bits, SMS promotion, push

How can the registration function reduce leakage? See the figure below:

1.4 Advantages and disadvantages of funnel

advantage : Quickly locate the leakage point, which can achieve growth in the short term

shortcoming : It is easy to be limited to the funnel itself, and can't think of a better solution than this funnel. So we should continue to adopt User Task Model , looking for growth points.

02 Growth of user task model

2.1 Introduction to User Task Model

This method comes from the course of Ren Xin, teacher of Chaos University. The full name of the user task is Jobs to be done, which means to complete the task.

definition : The user task means that the user employs our product, what work to complete and what results to achieve. That is to say, demand analysis is used to dig out the unmet or insufficiently satisfied demand, so as to find growth space.

User task disassembly ：

Task target: the target the user wants to achieve

Expectation (KPI): specific expectations, measurement/assessment indicators of the user for this goal (something bigger or smaller or cheaper is needed, and find the points that the user cares about)

Constraints (external constraints): what obstacles users will encounter in the process of achieving goals and expectations, and what difficulties they need to overcome

2.3 How to apply the task model

Taking the loan product as an example, the user task of disassembly is shown in the following figure:

In the process of completing tasks, users will have different expectations and encounter different obstacles, which are all opportunities for us to optimize or expand our products. Here are two case Explain.

Case 1: Derived market API cooperation products based on the cumbersome obstacles of borrowing operations

Take the example of loan product registration. The goal of users in the registration page is to borrow money quickly, not to register. The expectation of users is that the lending speed should be faster, the amount should be more, and the interest rate should be lower. Is it possible that users can go directly to the borrowing step without registering and applying for quota? The answer is yes.

For example, finding inter-bank borrowing channels, such as Paipaidai and JD's customer rejection groups, can be directly diverted to us. After the user authorizes, the user can push the other party's data to us, and the user can directly borrow without adding additional data. The customer acquisition cost of API cooperation is almost zero, because there is basically no leakage of registration and application quota, and the conversion rate is extremely high.

Case 2: Expanding credit products based on consumption scenarios

Users do not borrow money to borrow money, but they may borrow money for consumption. Based on this point, Shifangle combines consumption and credit to produce many innovative products, such as Lehua Card It can be used in WeChat Alipay payment installment, Leyou Card It can be used in game recharge installment, Quota of duck purchase You can use offline shopping by stages.

In general, as long as there is a place for consumption, there may be a need to borrow money. The combination of consumption and credit can greatly improve the efficiency of users from borrowing to consumption, and can also control the use of funds to reduce risks.

03 Summary

Both funnel model and user task model can be used to find product growth points. The two can be used together. We can start from leakage, analyze the user needs of the leakage customer group, and achieve business goals by meeting the needs; You can also start from user needs, disassemble user tasks, gain insight into more user needs, and achieve business goals by meeting the needs.

The above is to increase experience and knowledge sharing, I hope it can help you!

Author: Fox lemon, with tens of millions of mutual gold products and operate Experience; WeChat official account: Xiaohuxue products