introduction
This article introduces how the Now Meditation App uses Huawei analysis to tap high-value users and achieve a counter-trend growth in paid conversion rate. I hope to bring some reference to you who are also exploring on the road of growth.
About Now Meditation
Now meditation was born in February 2016, dedicated to spreading health and happiness. It is a leading professional meditation and mental health application platform in China, covering over 1000+ meditation courses, 100+ meditation music, white noise, daily mindfulness, and light chat column, talk programs, professional sleep stories, etc., focusing on the current new way of decompression , Original vocal guidance, to provide users with professional relaxation and decompression courses and content.
Use data to drive smart decisions
In 2020 , Now meditation has entered a stage of rapid growth. The sudden epidemic has caused great changes in many people's life concepts. More and more people are choosing to relax and relieve stress through meditation.
"When facing new users with different needs, how to fully and in-depth understand user behavior characteristics, understand the behavior path of users using products, the conversion rate of different users in each link, the retention rate of users in each channel, and target Formulating a refined operation strategy has become the top priority ." said Wang Tuo, Product Manager of Now Meditation.
After understanding Huawei's analysis and fitting business scenarios, providing integrated solutions for data collection, data management, data analysis, and data application, and following the GDPR, using anonymous user identification, data encryption transmission and other methods to protect the rights of data subjects , Adhering to the concept of “professional work should be done by a professional team”, Now Meditation has joined hands with Huawei analysis to open the road of data-driven business intelligent decision-making and achieve positive growth in various key indicators of the product.
In-depth exploration of user behavior characteristics, helping to significantly improve monthly and secondary retention
The initial online courses of Now meditation are mainly divided into five categories: stress reduction, emotion management, personal growth, sleep, and concentration. Through the analysis report of the page analyzed by Huawei, the operators found that the number of visits and the average number of visits to the "sleep" page by new users The stay time is much longer than that of other homepages, and the "sleep" page is at the same level as other homepages.
After more than two months of observation, the "sleep" page still firmly attracts the attention of new users, and the page visit time is outstanding, indicating that users have the most urgent need for "sleep".
Therefore, the product team decided to increase the display level of this core function point, reduce the cost of user choice and hesitation, and quickly acquire a sense of user value within a short period of time when new users first become aware of the product. This is such a page-level adjustment. The next day retention rate of new users has increased by 15%, daily active users have increased by 17%, and paid conversions have increased by 20%. A typical small investment and a large return.
Mining high-value users, effectively increasing revenue
Now Meditation provides a wealth of online paid courses and a complete paid membership system. In order to increase the conversion rate of payment, product operators have tried three directions with the help of Huawei analysis, and they have all received good results.
1. Target high-value audiences for precision marketing
*The data in the figure is virtual
The operators of Now Meditation use the audience grouping function analyzed by Huawei to divide users into four categories: new users who have not paid within 3 days, new users who have not paid for 7 days, active non-member users, and users who have not repurchased, with push notifications, In-app messaging and other functions push different marketing activities for different audiences. For example, a new user who has not paid within 3 days is a price system, and a new user who has not paid within 7 days is another price system. A certain periodical effect monitoring is maintained. By checking the clicks of the news and the user purchase conversion rate, review and iterative copywriting , Materials, and constantly adjust operating strategies. After such a round of precise contact, the conversion rate of new users paid increased by 35% month-on-month, and the conversion rate of old users renewed increased 23% month-on-month.
2. Establish a payment conversion funnel and recall lost users for the second time
In addition to user hierarchical operations, Now Meditation also monitors the conversion rate of each link by creating a payment conversion funnel, storing lost users in the payment link as an audience with one click, combining user behavior reports to analyze the behavior characteristics of lost users, and formulating personalized secondary recall strategies , Constantly improve the payment rate.
3. Guide novice and growth users to quickly complete paid conversions
*The data in the figure is virtual
The user life cycle model analyzed by Huawei intelligently hierarchizes users and supports custom life cycle statistics based on business characteristics. In addition, machine learning algorithms are used to predict the conversion potential users and loss risk users at each life cycle stage.
*The data in the figure is virtual
With the help of the user life cycle model, the operators of Now Meditation store high-potential users in the novice and growth stages as audiences. Through targeted guidance and membership discounts, etc., the membership purchase conversion rate of novice and growth users is increased. 27%.
Up to now, Now Meditation has accumulated more than 8 million users, and it has rapidly grown into the industry’s leading mindfulness meditation application and physical and mental health platform. The proportion of paying users continues to grow, making the Now team more confident to tap the deepest user needs and provide it to The user's most accurate services and content, through professional and high-quality meditation courses, will allow users to become more spiritually powerful after they persist in meditation practice.
In fact, based on the rich, multi-dimensional, and full-scenario analysis reports provided by Huawei Analytics, in the process of continuous user behavior insights and product iterative optimization, Now Meditation has gradually explored data-driven lean operations. The above is just its transformation. Data insight is the tip of the iceberg of practice. Wang Tuo said: “Any product that is subdivided into vertical domains, once the business model is established, even small products need to pay attention to the mining and application of user data. Although we are the product Creators and operators, but we can’t create the needs of users. We can only dig into it and discover it. Now, if we focus on user behavior analysis two years ago, we believe that we will usher in a higher level this year. And Huawei's analysis of such a product closely integrated with Huawei's mobile ecosystem services is the "lever" for the healthy growth of our business. Through comprehensive and fine-grained user behavior investigation and drill-down analysis, it combines Huawei push, A/B testing, User growth products such as App LinKing and remote configuration continue to discover the growth points behind the indicators and explore user experience optimization solutions to help us quickly, accurately and ruthlessly identify user needs and pain points, and continue to create value for users. This is what we believe is the most correct Thing."
For more details, please refer to the
official website of Huawei Developer Alliance: https://developer.huawei.com/consumer/cn/hms?ha_source=hms1
Get the development guidance document: https://developer.huawei.com/consumer /cn/doc/development?ha_source=hms1 To
participate in the developer discussion, please go to the Reddit community: https://www.reddit.com/r/HuaweiDevelopers/ To
download the demo and sample code, please go to Github : https://github.com/ For HMS-Core
integration issues, please go to Stack Overflow : https://stackoverflow.com/questions/tagged/huawei-mobile-services?tab=Newest