Author: Analysys senior digital marketing manager Zhao Yan
Have you found that, by the passenger becomes more and more difficult, the level of product features from the customer more and more attention to spiritual fulfillment, subscriber growth and operations to achieve the same effect user needs to pay more attention, only product to do better users can win.
I understand how subscriber growth?
** I found a lot of people wrong understanding of growth hacker, hacker ** refers to our conventional understanding is the group of people in the Internet through a number of offensive and defensive combat network security technology, and growth hacker refers to the use of technology to drive growth, with digital marketing has the same purpose.
On hearing subscriber growth, we will think of many success stories about the growth of fission, those cases tell us, if you can find the growth of the team, "flourishes" Leaving aside a day to focus on the creation of the myth is not valid this is the real growth of the user interpret it? Subscriber growth is the need for a lot of professional knowledge and skills at the same time to combine the many fine efforts and dedication.
Do subscriber growth, we must first understand the marketing skills and knowledge of the underlying operations, for example:
in many people's hearts look forward to a smooth growth curve is a straight line, a sudden surge of data hundreds of times, but this growth curve is really good come ? For a transaction-based products, such as order growth curve can cause paralysis of the Treasury, causing a lot of user dissatisfaction, causing collapse brand.
Normal subscriber growth should be as small run of growth slow growth test. For a website, what growth? Apart from pure user increments under the idealism, the real growth in front-line people know, doing subscriber growth, we will consider all means, make your goals to improve the data. In the first operation to do, we will convert the result is equal to the conversion rate multiplied by the first gold flow formula, but later we learned that it was just floating on the surface of the tip of the iceberg. Traffic flow has room for growth, but the conversion rate also have their own room for growth.
First, to achieve subscriber growth through traffic management
Traffic is very important, each operator's mind is clear of people, rivers and lakes have spread, flow was who in the world, no matter what time we will get exposure to the process flow in.
Divided by traffic source, I will be divided into several traffic channels, namely: its own channels, vertical channels, C terminal channels, knowledge payment channels.
(With a common platform, for example)
Each product in the promotion period should have such a list of channels, but also need to constantly improve it.
With this channel, when we do have a cold start direction, we not only want to obtain core customer platforms, such as Web sites and APP, when the content operations do need to do a lot of platforms to attract users attention, such as the headline numbers the recommendation engine, a high number of heavy right paws, are a good choice.
According to the channel to get traffic mode split can be divided into free channels and pay channels, channel operators should be free to choose the precise and dynamic platform with limited energy, such as the B-side product should be carefully considered relatively partial C-terminal vibrato and other platforms . Free to do what channels, pay channels should consider the ROI.
A very important way of subscriber growth, is to start the flow from the source of governance, in particular, want to do marketing advertising can be accurate and effective, so we are always looking for more quality channels.
Assumptions: If you have 10 channels, you have only 50 million years budget, if you get put in maximum effect? Some people may say, I want to optimize the product, landing page optimization, but when you're really trying to do grow, you will find that the first to be considered must be survival of the fittest channels, the money in the easiest output channel.
There is a relatively simple method to measure the effect of the channel, that is, the algorithm quadrant potential channels and channel effects, according to these two dimensions, the channel can be divided into four quadrants, after the different channels on different quadrant based on performance, so that we can make the appropriate adjustment strategy to maximize the use of funds.
Change channels growth strategy on the premise that each channel must be clear ROI, ROI can be calculated according to the total value of the user lifecycle single transformation calculated. (Details about the total value of the life cycle may turn to the column of the article), we can calculate a table, the tool can also be used directly to calculate the effectiveness of channels (such as channels Analysys Ark analysis, official website Demo)
Second, the effect of improving conversion rates is very significant growth direction
By optimizing the flow to increase quality, pay more attention may be relatively few, but the conversion rate optimization is a larger space growth direction, such as 1 million daily water platform, the conversion rate increased by 5%, might raise hundreds of thousands of income, based on the conversion rate as a measure of the rate index, the greater the results facilitate cost-effective.
How to improve conversion rates?
I agree with a point of view is that business prior to data analysis, prior to conversion rate optimization we will first clear we need to know their own data, which is the index system. Each industry, even each product should have its own index system, for example, to register for stream-acquisition process as the core, the indicators should be launched around forms conversion rate, conversion rates from concern to all pages of the form page, conversion to begin submitting the form page, as well as the conversion of a form from start to finish, the conversion rate of each process within the form. After only know the conversion rate, in order to know which of their current level and where space optimization.
With this index system, our first thought is that these data should do it, start optimizing it, you might encounter a problem, this time you encounter a problem, these conversion path I set for it? Whether there will be no transition from slip through on such a path? After all, the funnel is a funnel ordered. Try the smart path, maybe you will not find the same thing.
Intelligent path, is standing objective point of view of the user's path portrayed, forming a lot of Sanchi bifurcation diagram, so you'll know, you are to reach your destination want him to go through what way. Find a path through the core of the intelligent few, then go to funnel analysis, the data will show a funnel out, you will find more room for optimization.
Third, the growth test to how to do?
Plan for growth around the core goal, first for himself and the team set a growth target, and then follow the dismantling of the target task, you can go to be tested by the direction of traffic and conversion rates.
There on the conversion rate optimization many directions, such as optimizing compatibility, clear value proposition, a good interactive experience, you can come and conduct their own tests to think according to lift growth model, but in most cases, we are through to user behavior data generate subscriber growth tests, for example, we found that users lost, loss to see why users through behavioral analysis, are attracted to go, or not enough content to seize him.
Set during the test of growth, we will be two aspects to consider, on the one hand it is a stumbling block affecting the user of progress, on the other hand is to promote the advancement of user stations. Users came up from the website or APP, the user becomes a fan, to leave the product, it will go through a life cycle, every aspect of the life cycle, there are a lot of growth test data can drive change. For example, at the end of the ad, to be precise by test users in the funnel to funnel conversion rate to increase by experiment, and for the behavior of the user to recall the loss also requires a lot of trials to test which recall better.
With these tests, the two most important factors in the growth test, test a small area is agile and fast iteration. So growth test must be supported by research and development, a growth test team usually grow up to the person in charge, responsible for the content, project manager, data analyst roles, such as the composition.
After listening to a lot of success stories, we will return to calm, to think what is the subscriber growth, if regard the focus on viral marketing, fission, etc. every day, it takes a lot of courage and financial support, and most companies are more willing smooth data moving steadily improved, so I think the healthiest growth should be 80% of the energy on the growth of data-driven Lean, while 20% focus on the opportunity to create some fission.
I do share growth of 10 commonly used in large analytical methods, and data dimensions to master:
to sum up:
Growth is not easy, maybe a lot of small details growth appears to be growing very little, but accumulated over a period of time, the data will be condensed into a considerable change.
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