Each APP is a tool, there are entertainment tools, chat work, security tools and so on. The interactive experience between the user and the application (APP), in the final analysis, exists to solve a specific problem of the user.
However, is the value of each APP really only to solve a certain type of problem?
Since each APP appears to solve specific problems at the beginning of the life cycle, it will only be used in a specific scenario. When leaving this scenario, the APP will rarely be opened or deleted. Because of this, if you want an APP to have a breakthrough in commercial value, improving user stickiness and retention is the most important thing. Of course, the functional efficiency of the core scene of the APP itself is the foundation and fundamental
1. The importance of user stickiness and retention (activity)
As a breakthrough point in expanding product value barriers, the importance of user stickiness and retention (activity) is self-evident. He can improve user retention, build product ecology, increase advertising revenue, and promote high corporate valuations. With more and more homogeneous applications and increasingly fierce competition, everyone has long realized that they need to have a place on the mobile Internet, and user stickiness has become the first point that needs to be captured.
The profitability of Internet products is often rear-end, and the benefits that can be brought will be generated through user services and operations for a period of time in the future, instead of making a single profit like selling offline products, so there is no user stickiness, no The remaining apps are worthless, and will neither bring commercial returns to themselves nor investment.
There are many dimensions to increase user stickiness and retention, which can be from the strategic level, the business level, and the operational market level. Let’s first look at the product itself to understand stickiness and retention
2. Stickiness and retention are more important than operations
Many people may say that to increase product activity, it is enough to pull new ones through operations. In fact, in my opinion, “retaining” is more important than “retaining”.
Stickiness and retention mean that most users will come back after using the product. That is to say, the product can continue to bring users open value, whether it is practical value or entertainment value. Users who behave in this way are called old user retention. In the past, some operating activities generally used various activities to pull new ones, and through the cost of traffic, more people became new users. But in combination, if the product has no value, new users cannot become old users, and new users will become weaker.
A lot of data clearly shows that the cost of retaining an old user will be much lower than the cost of acquiring a new user, and operating activities are high-cost behaviors. Really doing a good job in the value output of the product itself will be very profitable. Thing
3. Analyze the capabilities and fundamental attributes of the product
When it comes to design strategies to improve user stickiness and retention, it is necessary to first understand the interactive attributes of applications and the relationship between them and users.
In terms of application capabilities, the needs that applications can meet are diverse, and the depth to which they can meet a single demand is also different. For example, social apps, the most shallow ones are SMS apps and phone apps, which are also the most narrowly defined social tools. Up to now, the experience has become diversified and multi-dimensional, and social interaction methods include voice, video, and shared location. , And even said “emoji packs each other”.
To understand application attributes from the perspective of information interaction, applications can be divided into two categories, two-way information interaction and one-way information interaction. Two-way information interaction refers to applications that provide users with tools, and users will also provide information feedback to applications, such as photo editing, video editing, and article layout. This type of application has the potential of natural tool content, and you can consider tool content later. Carry out value expansion. Corresponding to two-way information interaction, one-way information generally means that users only use tools without feedback, such as weather queries, maps, and security. The application of two-way information interaction can break through the value barriers from the content, and the one-way can only increase communication with users through fun to transform to content-based socialization
In summary, when really formulating an application retention strategy, we should start from several dimensions.
- In terms of core functions, focus on user behaviors, find the behavioral differences between new and old users, inactive users, and active users, and explore the factors that really affect retention.
- In terms of function and experience expansion, it is possible to expand the demand pool, that is, to find the needs of linkage scenes when the core scenes are met; it is also possible to dig deep into the original functional modules to explore the diversified and multi-dimensional experience.
- From the perspective of information interaction, tool content and socialization are good choices for retention
For an app that needs to improve user stickiness, retention and activity, you can start with the attributes of the app, do a good job in the experience design of the core value, and then do it from the three dimensions of expanding the demand pool, making the core functions interesting, and making the application ecological content. Breakthrough, and finally realize the value extension and expansion of the product, and achieve the commercial goal.
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