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The user growth framework is the first step in user operation; only by relying on the growth framework to acquire users can there be subsequent user operation links, forming a healthy user operation system, and promoting business development.
So how to build a user growth framework? Today, we will start with the AARRR model and disassemble the specific steps of building a growth framework in stages.
1. Acquisition User Acquisition
For a new product, it is very important to identify the channel for user acquisition; the process of user acquisition is like fishing in a pond. In country email list order to acquire accurate users, the selection of the target traffic pool must be as accurate as possible.
Some companies will hand over this link to a special marketing department or channel operation; but for user operation students, it is very helpful to understand the content of this part of the work to build a user operation system . The boundary between the two , and actively participate in this link.
If there is a new K12 product that needs to acquire customers, which channels will you find?
The first thing to figure out is what kind of users we need; K12 users are students in pre-school to high school education, and the age range covers 4 to 18 years old. Therefore, what we need is actually the parents of the post-80s generation.
Secondly, it is necessary to figure out where to acquire these users; parents born in the 1980s are middle-aged, and Kuaishou Douyin, subway buses, and news are their frequent scenes; for these channels, targeted product advertisements can be placed. To attract parents to download the app to buy courses for their children and acquire users.
There are three indicators to pay attention to at this stage: the number of new users (activity effect), the cost of user acquisition (cost estimation), and the retention of new users (channel quality).
In the user acquisition stage, the word-of-mouth recommendation of old users is also a channel to bring new users to the product, which we will discuss in detail later.
2. Activation user activation
After new users enter your product, they don’t know enough about the product itself, so they can’t be counted as your users at this time. How to complete the conversion from new users to active users is the first problem we have to face.
Here, we can provide a concise novice guide for new users to help users quickly understand our App; e-commerce products can give new users exclusive benefits and allow users to complete the first order with a lower threshold; Reading apps can give users free books to guide users to start using the app.
It should be noted that the threshold for user activation should be low enough . If the threshold is high, it means that most users will be shut out, the experience is very bad, and it is not conducive to the development of the product; still take online education as an example , before asking users to pay for a large class, they will invite users to experience lessons with less class hours, which reduces the cost of trial and error for users and eliminates ineffective users for products.
At the product level, by optimizing the registration page, improving the registration retention rate and reducing the loss of users in the early stage, it is also very beneficial to the growth of the entire user.