In 2008, when you stayed in the dormitory to play games, you found that it was very late. You opened the Ele.me app and ordered an egg fried rice. After half an hour, someone brought the meal to you in the dormitory. You can't help but say, "Aha, it turns out that in this app, you can eat the food around you without leaving home!"
In 2015, when you were walking at school and found a lot of small yellow bikes, and then downloaded an APP to ride the bikes away, you could not help but say, "Aha, it turns out that shared bikes can be ridden at such a low price!"
Do you remember how you discovered their value when you first used these products as a new user?
1. Why is the activation of new users so important?
The life cycle of a single user in the product consists of four stages, pull new -> activation -> retention -> churn. Many product managers and operations only focus on the first step, which is how to attract new users. They have done various activities and spent millions of dollars to pull users into the product through different channels. Can increase the number of users of the product.
As everyone knows, if the experience and value of the product cannot be well polished, and user activation and retention cannot be done well, more than 90% of users will be lost after entering the product. So we also need to pay attention to why users stay after entering your product for the first time? Why are so many users lost again?
As can be seen from the relationship between the number of days users use the app and the proportion of active users in the above figure, except for top-level products in the Internet field, most apps lost more than 70% of their users on the second day. The main reasons for the loss of new users are as follows:
1) Product function problem
The product function cannot meet the user's needs well, or the user's needs are not strong. At this time, the product manager needs to polish the product and enhance the value of the product;
2) There is a problem with pulling new channels
Pulling in new users is not the target user of the product. In this case, it is necessary to reflect on whether there is a problem with pulling new channels.
3) The question of product value
The product is valuable to the user, but if the drainage is not done well, the user will lose the value of the product without discovering the value of the product. In this case, it is necessary to do a good job in the activation and retention of new users, guide new users to enter the product and stay and discover the value of the product.
So why is new user activation so important? On the one hand, the activation of new users is in the early stage of the entire user life cycle, at the top of the product flow. User retention at this stage has a greater impact on user retention and profitability in the later stage. On the other hand, at this stage, new users have the highest excitement and expectations for the product, and a small change may bring significant results.
2. What is Aha moment?
New user activation is the first step after acquiring new users, that is, allowing users to experience the value of your product for the first time and complete key conversions, so that they can be retained. The Aha moment is the specific goal of new user activation. An Aha moment is the moment when a user first confirms that a product has value to them. The essence of an Aha moment is to use simplified behavioral data to simulate the moment when a user first gets value.
The following lists the user Aha country email list moments of several representative apps:
Alipay, stable use of more than 3 functions of Alipay.
Faceu is very cute and uses filters to complete the beautification of the first photo.
Airbnb, 6 months to complete the first order, more than 4 stars evaluation.
It should be noted that user activation is not equivalent to Aha moment. Aha moment is when the user truly experiences the value of the product, and activation is the behavior generated after experiencing the value of the product. The reason why Aha moments can be used as a measure of new user activation is based on three basic assumptions:
The user is the target user of the product, that is, the product can generate long-term value for the user;
This long-term value of the product can be quickly felt by users through some key behaviors;
New users who feel the value are more likely to stick around.