This time, let's talk about the nature of user growth

Recently, Questmobile, the mobile Internet business intelligence service platform, released the report of "APP user scale 100 million players-20122 Semi-annual China Mobile Internet Power Value List" report.

The report pointed out that from January to June 2022, there were a total of 58 APPs with more than 100 million domestic APP users, of which the top five APPs were WeChat, Taobao, Alipay, Douyin and Gaode Maps.

Image source: questmobile- "APP user scale 100 million-level players-20122 semi-annual China Mobile Internet strength value list"

The head apps occupying large -scale living scenarios such as social, shopping, payment, entertainment, and travel are unlimited, so that more medium -length tail type apps have to target more segmented usage scenarios.

From second -hand transactions to the comparison price of the entire network, from recruitment and job jobs to employment counseling, from maternal and infants to parent -child to the community to plant grass ... In the age of all things, the situation of market segmentation has also intensified.

A long -lasting user growth battle was on the screen of 150 square centimeters.

User growth "open source" and "throwing" on both sides

To achieve stable user growth is the ultimate goal of all app promoters.

In the past few years, the APPs around all aspects of the user's work and life have emerged endlessly, and the continuous marketing channels such as online advertising, offline ground push, film and television implantation have been reached. From the perspective of data effects, it seems to be effective: " According to the data of the Q2 mobile Internet industry data research report in Q2 ", the data showed that in the second quarter of 2022, the total number of mobile phone per capita installation APP in my country’ s mobile netizens soared to 71, which rose 5 in the previous quarter and the same period last year.

However, behind the glorious numbers, some people in the industry have pointed out that they have continuously expanded marketing channels and increased marketing budgets. This "open source" customer acquisition method does not fundamentally solve the problem of user growth of the APP.

This view comes from. With the increase of the number of the same type of app and the single concentration of the application store entrance, the difficulty of obtaining users in the acquisition of users is getting more and more difficult, and the cost of obtaining users is also increasing.

On the other hand, new users brought by the distribution of prize incentives to a large extent are not the core user base of the APP. After completing the download task, they rarely open the APP twice. For the app The user eventually went to "sleeping" and "loss".

Therefore, more and more APP operators have turned their attention to the user's "throwing", that is, on the basis of completing the introduction of new users, further insight into user needs, optimize the APP use process and service experience, and even develop universal characteristics New features, to maximize the curiosity and interest of users in the app, and then cultivate user habits to achieve user retention and activity.

"From our experience, whether users will use APPs in one day are actually affected by many factors," Xu Cheng, CEO of Mijie Technology (Shanghai) Co., Ltd., told reporters, "For example, from the user's own factors, today, today, today, today, today, today, today, today, today, Whether there are scenes that can be matched by APP, whether there is time for leisure time, or even how you feel; in addition, from the perspective of the APP functionality, whether it has sufficient use value, and whether the process of use is smooth and convenient. "

In his opinion, the essence of user growth is actually to serve users, "let users be willing to stay in your app", which is also matched with the "throttling" user growth methodology:

The growth of user growth is like a large pond on one side of the water. The mouth that obtains the source of the user is "entrance". In order to increase the water level of the entire pond.

Data insight "knowing" is difficult to enter

It is a broad concept to serve users.

Xu Cheng introduced that in the actual operation, problems such as complex registration process, cumbersome application interface, and lengthy feedback links will cause users to suspend the use of the app. "But the links that these users must experience when using APPs are to support the user experience to support the user experience The base. "

Therefore, in February this year, Xu Cheng introduced the sleeping and decompression APP "magic break" of the domestic market in February this year.

The former can analyze the buried point of the behavior analysis at the key nodes of the APP to complete the daily data monitoring and abnormal data reporting, so as to locate the problems encountered by the user base when using the APP, and provide the foundation for the series of operations and strategies of the post link Guarantee; and the latter can provide reliable data support for APP's operating strategies through agile experiments and help scientific decision -making.

"We are not in the sleeping health market first," Xu Cheng explained. "So we will pay special attention to the needs and experiences of users, so as to continuously enrich the content and quality of the APP service."

The agile and efficient data products are an important means to achieve this goal.

At the beginning of September, the team members found that the ROI data of the APP declined significantly, which shows that at the current time node, a large number of users are suspending the operation app. The member immediately called the DataFinder background to check the data of the key node data including the APP including registration, landing, and homepage jump, and found that the abnormal data alarm appeared in the paid link.

For further deep drilling for the payment session, the final positioning problem lies in an A/B experiment just launched -APP plan to launch a new feature, so the experiment was launched through the Datterster, and some users were opened as the "experiment A" to open it. New features define the same number of users as "refer to Group B" to maintain the original function. However, during the experiment, due to some problems with the new features of the experiment -oriented group A, some users could not complete the payment normally, thereby emerging data abnormalities.

After closing the experiment at the first time, the ROI data gradually began to rise and tended to normal value -from finding problems to problem positioning to solve the problem, the whole process was only 1 hour. In the past, similar situations may take half a day to a day.

In addition to insight into users' "difficulty", the Magic APP has also done many actions to meet the needs of user diversity at the functional level.

Most of the music provided by traditional sleep -help decompression APP comes from existing music platforms. The user experience is mostly "good", but Xu Cheng emphasized that "compared with goodness, music in the scene of sleep assistance should also be available. Some functionality, that is, not only requires good sound, but also helps users achieve the purpose of relaxation. "

According to reports, at present, the Magic Restal APP has reached cooperation with Universal Music, one of the world's largest music groups, jointly developed and launched into sleeping music with effectiveness and artistic, and has exclusive copyrights.

In addition, in terms of sleep quality monitoring function, it is still continuously exploring sound recognition technology -by breaking the traditional watch wearing means, the user's initial sleep habits are restored.

Under the authorization of users, the monitoring of sleep quality is captured by environmental sounds and user sleep movements alone. At present, the accuracy of the data can be controlled at more than 90%.

As of the end of September 2022, the volume of users of the Magic APP has exceeded 500,000.

"User growth is a long -term proposition, and the magic rest is the same as most of the apps that are experiencing a growth period. It is expected that a positive answer can be found in a changing market environment," Xu Cheng said. "But now, I can use the power to use their strength The series of data products of the volcanic engine data platform may be a good choice. "

- END -