In addition to the need to maximize its own functions, tool products actually need to use some emotional means, add some game mechanisms, output high-quality content, build communities and build user relationship chains, etc. to improve the user stickiness of the product, derivative products value chain.
Due to the low barriers to entry, the competition of tool products is particularly fierce, and the products are the most substitutable. In addition, the use characteristics of "use and go" and the monetization model that mainly rely on advertising make product development difficult. A large number of tool apps that were once extremely popular, but in the end they could not retain users and quickly declined.
How to retain users, increase user retention time, and improve user stickiness have become the key to the success of tool products.
1. Habituation
Habituation refers to long-term incentives such as earning points for signing in/doing tasks, and obtaining privileges corresponding to growth levels, so that users can form usage habits, increase switching costs, and generate stickiness.
Typical representative: Alipay
2. Matrixing
Matrixing refers to providing a variety of functions, catering to diverse application scenarios and usage needs, and achieving the purpose of attracting new users, promoting old users, and improving user stickiness. It can be divided into product function/business matrix and product line matrix change.
Contentization refers to the introduction of content to attract users' attention and increase the user's stay time
Typical representative: each mainstream browser has successively introduced content, such as UC browser, QQ browser, 360 browser, etc.
3. Hardwareization
Hardwareization refers to the production and sales of related hardware. On the one hand, it provides a new traffic monetization model for APPs, and at the same time, hardware has a stronger binding ability to users, which can reversely enhance the activity and stickiness of APPs.
4. Combination of multiple methods
However, in order to get better results, most apps are not limited to one of the methods, but use a variety of methods in combination with the characteristics of the product itself.
Typical representative: ink weather
To sum up, the active retention of users is very important to realize the commercial value of tool software products. On the basis of delivering the core value of the product, tool software products can also build a product operation framework for user retention through periodic scenarios and relationship barriers, and assist the implementation of the product operation framework through the user operation system to bring users better value experience.
The above content is compiled and released by the AdSet aggregated advertising platform for developers' reference. Integrates domestic and foreign mainstream advertising platforms to provide developers with traffic monetization solutions. Developers are welcome to communicate with AdSet for win-win cooperation!