In the mobile Internet industry, the number of daily active users (referred to as "Daily Active User", or DAU in English) is a very important concept, which can determine a company's financing scale and development prospects to a certain extent. This is because daily activities not only intuitively reflect the user's love and dependence on the product, but also directly affect the profitability of the product.
At present, most APPs still adopt the business model of monetizing traffic, and APPs with higher daily active counts have higher bargaining power when negotiating with advertisers and investors. Therefore, the vast majority of Internet companies attach great importance to the daily activity data, and will adopt corresponding operational means to improve the daily activity as much as possible.
However, products in different life cycles do not pay the same attention to daily activities. The product operation in the MVP (Minimum Viable Product) period focuses on how to efficiently acquire customers, while the PMF (Product/Market Fit) stage and relatively mature products will focus more on daily activities.
This article takes the financial management APP in the PMF stage as an example, to share with you how to formulate scientific strategies to quickly improve daily life.
Background: This wealth management APP supports online promotion and sales of wealth management products, and is currently in a stage of rapid country email list growth. The current operational goal is to steadily increase daily activity data.
So how to improve daily data?
1. Clearly define the definition of daily living
What is daily life? Different companies have different definitions of daily activities.
For example, under normal circumstances, the APP statistics platform thinks that the daily activity refers to the number of users who open the APP every day, which is also the definition of the daily activity in the industry in a broad sense. However, some Internet companies have their own definitions of daily activities. Starting from their own business attributes, they believe that users who use a specific function or trigger a specific behavior on that day are considered daily activities. The daily activity referred to by the financial management APP refers to the daily activity in a broad sense, that is, the number of users who open the APP every day.
After the definition of daily activities is clearly defined, we can analyze the historical data of daily activities in a targeted manner, analyze problems, and formulate operational strategies that can effectively improve daily activities.
2. Analyze historical daily data
We once did data analysis on a financial management APP. Through statistical analysis of historical data, we found that the daily active users of the APP on that day consisted of two parts: new users who opened the APP for the first time on that day and old users who had opened and experienced the APP before. user.
However, the number of old users on that day is much smaller than the cumulative sum of daily new users before that day. It is speculated that there may be the following two problems:
The old users are lost and no longer use the APP;
The old user has not uninstalled the APP, but did not open the APP that day.
Therefore, we suggest that the financial management APP can track and analyze the daily user retention rate through the corresponding data statistics platform.
We have observed the number of daily active users, weekly active users, and monthly active users of the financial APP in a longer time dimension. In the end, we found that the number of daily active users of this financial APP fluctuated greatly, but the number of weekly active users fluctuated relatively small. We believe that this is most likely because the wealth management APP is a low-frequency APP, and users do not open and use the APP every day, so the number of daily active users of the wealth management APP varies greatly. At the same time, we also found that the retention decay curve of this wealth management APP flattened after 2 weeks, which means that the retention period of new users of this wealth management APP is about 2 weeks.
The above is the whole process of analyzing the active cycle ratio of daily active users through the data statistics platform for wealth management APPs. In conclusion, we draw the following three conclusions:
The user retention rate of this wealth management APP is low;
This financial management APP has a low opening frequency and is a low-frequency application;
The user life cycle of this financial APP is short.
3. Prescribe the right medicine, formulate scientific strategies, and improve daily data
Next, we conducted an in-depth analysis of these three key issues together with the wealth management APP, and formulated targeted strategies for promoting vitality.
1. Solve the problem of retention first
Generally speaking, there are three main factors that affect the retention rate of APP users: channel user quality, product design (visual and interactive), and the characteristics of the product itself. There are short-term retention and long-term retention in retention. Faced with each retention cycle, the problems that operators need to overcome are different.