What is user behavior?
User behavior consists of five simple elements, we can simply recorded as 3W2H: Time (When), location (Where), People (Who), interaction (Interaction), interactive content.
"Events" in the concept of user behavior is a basic unit of analysis, user behavior can be seen as a different event, such as user searches for an event, at what time, on what platform, what an ID, do search, content search what is the composition of this serial is a complete event, but also a definition of user behavior. We can define hundreds of thousands of such events in the site or in the APP.
Five scenarios User Behavior Analysis
With user behavior data later, we have what scenarios it?
Acquisition (CPA), how to attract users to try, to experience and purchase their products.
Transformation, how to get off the stage won lure users complete the order process.
Promoting live, how often users use our products, increase the frequency of trial users.
Retention, enhance the customer experience, so that customers really love our products into customer loyalty and reduce churn.
Cash, found that high-value users, improve sales efficiency products.
(A) acquisition (CPA)
Lachine is the first step, a new pull to do well, the product will lack soul, the soul is the user, not the user, and then perfectly fine products are meaningless. The new pull is so important, as a new era of qualified operators, how should we pull new users?
(1) Precision of user contact, a sufficiently large amount of exposure
Advertising is necessary to promote touch up tools, advertising for accurate enough, the blind pursuit of high-volume platform running as good as sub-part of the capital to vote vertically-oriented small and medium-platform, multi-frequency, multi-cycle, a small amount of test results again stable Accurate delivery .
Be sure to test before deciding to large advertising, without running a test, never know what traffic at some stage a platform of the highest quality, most suitable for their own products. Great direction point of view, a large platform large flow and scattered, more suited to run search ads; vertical class platform also considering the launch of competing products in the case of each industry, more than put a conversion rate of vertical platforms and very few results.
Pull new users at the same time, do not forget the role of the new and old customers to pull. Old users can spontaneously share, but can also be a platform to share the rewards by the means are different, but the result is to share products to people around.
(2) eye candy
We'll be thinking of how to make the article more spread of power, how to put video H5 push more people to play together, so would put large quantities of a variety of channels, but the effect may not work well, large amount of money paid out, the results are poor, Therefore, under a lot of pressure. Return over time to reflect, we do not have the quality to push content to the appropriate people, with a large net fishing is better to take a small fish net to block the touch of Xiaoxikou in the sea.
(3) user demand is ignited, the initiative to obtain product
A user chooses to do and not do a certain operation is a decision-making behavior. In the perspective of economics, decision-making behavior of the "cost" of opportunity cost. The behavior of users get products brought about by the "experience is good", "information is safe," "will not cost flow," "Is not spend a lot of time", "the future will not be useful" and so on. There are some that we can be solved, some can not be solved, we reduce the opportunity cost users as much as possible, so that the expected benefits outweigh the opportunity cost, users get the product in this step of the loss can be reduced.
(B) conversion
To register the conversion funnel, for example, the first step we know what entrance registration, registration of more than one entrance many sites, you need to define each event on a web page; we would like to know how many people the next step, what percentage of people who clicked on the Register button how many people opened the verification page; how many people are logged in, how many people completed the full registration.
During each step, there will be loss of customers, the funnel done, we can visually see that the turnover rate for each link.
(C) promote living
Because of active users and active rate calculated in the usual sense are included new registration login and start moving end users, so fundamentally, the so-called pro-live is constantly pulling new and old customers to improve retention.
Another user is using the product fluency. We can analyze specific user behavior, such as long visit, stay on that page a particularly long time, especially in the APP will be particularly evident. Then there's the perfect portrait of the user, user behavior analysis so users get the portrait is more accurate.
(Iv) Retained
Retained, by definition, the user stay, which means continued use of our website / APP in. From another perspective, it retained reflect product guide new users into stable, the effect of active users.
The data is commonly used feedback data DAU, which is daily active users, for a new product if the constant pull, Nikkatsu data is very beautiful, but very terrible loss came after the user, in this case is very terrible, this is like a reservoir, the water came in very large, but stay out of the water a lot, this phenomenon needs to be observed by the data on which we operate child boots, then the use of specific means to deal with.
(E) cash
How do to build healthy ecology user, even for high customer price of the product, a real high-quality "fission" and let your users become your sales? Mainly consists of the following four methods:
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To create a good product experience: are people who love to create, product may be energized, and to continue to optimize the user exchanges
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Build brand love and true "community": build a community of fans, and let him / her pride from the heart to want to make you share
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Fission product manufacturing and marketing of layers: every moment to the user the opportunity to create public address
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The media budget returned to the user: increased incentives on the basis of brand creative