Recently, we have been optimizing the retention of new users. There are several strategies around the "expectation management" of new users.
In the post-event review, we had some new understandings and interesting discussions about "expectation management". It can be concluded that "expectation management" can not only improve the retention of new users, but also solve the pain in life and improve the happiness of life. Nice tool.
01 Problems caused by users breaking the circle
Starting from the problems we encountered, we are a content consumption product. In order to increase users, we have recently tried to break the user circle, adding many new types of materials in addition to the original purchased materials. It can introduce a group of users with different content consumption interests.
In the breaking circle stage, in order to better monitor users, we all use the materials delivered in accordance with the CPA model, and the main body of the materials is basically displayed with the existing content in the product, thereby attracting users who are interested in consumption to click, download and install .
After a period of material testing, we have obtained some data conclusions about the performance of the material; we can simply judge the performance of the material from the two dimensions of the average unit price of new users and the retention rate of attracted new users.
As shown in the figure below, according to the material unit price and retention, it is divided into four quadrants: "high retention high unit price", "high country email list retention low unit price", "low retention high unit price", "low retention low unit price".
How to use "expectation management" to improve "user retention" and "life retention"?
As everyone knows, materials with high retention and low unit price must perform well; but after several rounds of testing, most of the materials are concentrated in the left half of the above picture. Most of them are low retention, and the unit price varies. It also shows that the retention of our broken new users is very poor.
So naturally a question arises, how to improve the retention of these new users who have broken the circle?
02 Exploration of the reasons for the retention of new users
In order to solve the problem of retaining new users who have broken the circle, first of all we need to find out what is the reason for retaining new users? Why don't they use it all the time after they download and install it?
For the research on user retention, there are already many theories in the industry. Here we will observe and analyze from the perspective of a new user.
Assuming that I am "Pharaoh", I may have seen an advertising material while swiping WeChat Moments, or I may have seen it being used by my neighbors and friends, or I may have seen it while searching in the appstore; in short, no matter what The products known by the channel will leave an initial expectation (we can call it expectation A) in the heart of "Pharaoh": what this product is probably used for, and what can be seen, these are all in the initial expectation A. all.
Then "Pharaoh" clicked to download, jumped to the store, and saw the description of the store, which seemed to be similar to his expected A. After the download was successful, he followed the system prompt and clicked to start the installation.
After the installation is successful, "Pharaoh" finds the icon of the product on the screen of the mobile phone. After clicking, the product is opened. Several permission pop-ups may pop up. After clicking Allow, you will see the home page of the product; "Pharaoh" After using it for a while, I tried to click a few buttons. At this time, "Pharaoh"'s WeChat rang. It was because the water pipe in the neighbor's house was broken. Let "Pharaoh" help to fix it. "Pharaoh" stopped the operation and returned. Go to the table, pack up and go out.
At this time, "Pharaoh" has completed the installation, opening and first use of the product. At this time, the actual performance of the product will form a new expectation for "Pharaoh" (we call it Expectation B).
There are several possibilities for the relationship between expected A and expected B, as shown in the following figure:
How to use "expectation management" to improve "user retention" and "life retention"?
Among these five relationships, only if the actual expectation B obtained by the user is equal to or exceeds the created expectation A, it is possible to have a better retention.
Otherwise, if the expectations do not meet the expectations or the expectations are quite different like the relationship 1 and 2, or even the situation like the relationship 5 is completely inferior to the expectations, it is basically difficult for new users to be retained.
Another point to note is that the formation of expectations is very fast, and it is impossible for users to give us enough patience, so usually the first few operations of opening the product basically determine the user's expectation B.