Users are traffic and business opportunities. It is costly for a website to develop a new user. How to improve website user stickiness and reduce website user loss is a topic that every webmaster must seriously consider. The author writes this article to reveal some problems that are easily overlooked, so that every webmaster can come up with their own tricks to increase user stickiness. The case website of this article is Chongqing Liu (cq6.com), who participated in our Chongqing webmaster training program. Chongqing Liu is a well-known Chongqing local dating, information, life, and entertainment community. However, it also faces the problems of high user mobility and low viscosity. The author puts forward some countermeasures after his own observation.
(1) Functional optimization
1.1) Personalization
Through some functional arrangements, the user's personal personality can be shown. As a community website, registered users cannot be overwhelmed by the "huge crowd". The website should give every user the opportunity to show their "elegantness".
1.1.1) A group of user images are regularly displayed on the homepage.
The space of some news sections on the homepage is compressed and replaced with user information to highlight the user's personality. For example, refer to Baidu Shuoba's homepage method to display user photos and comments.
1.1.2) Tell everyone what user events are happening
Create a community aggregate information column on the homepage to automatically publish information, such as new user registration, article refinement, avatar upload, task completion, etc.
1.1.3) Improve the management of activities
An event channel is established on the homepage, and there is a complete event management module in the background. In this way, relevant information from the beginning to the end of an event can be collected and displayed, with functions such as event initiation, event registration, event records, event comments, event messages, etc., focusing on the user's experience and experience in previous events.
1.2)Practicalization
At present, the practical functions of the community are mainly games, and there are also some calculator tools. Generally speaking, they are relatively simple and thin. Some practical functions of the community can be built. For example, publish carpooling information, publish donkey travel information, publish group buying information, and publish word-of-mouth reviews. Use some practical functions to bring out the social network resources of the community. However, the website needs to break through the limitations of BBS in terms of technical architecture.
1.2.1) Guide Yellow Pages (experience)
Regularly publishing some original, practical and empirical classified information is highly recognized by users. For example, "Which noodle shop in Shiqiaopu is more delicious?", "Introduction and fees for badminton courts in the main urban area of Chongqing", etc. If they are posted on the homepage, the click-through rate will definitely be high.
1.3) Discussion on some misunderstandings in function construction
1.3.1) The user stickiness of news is relatively poor, and I think it should be compressed. The news section should try to use some original news and give up collecting social news, although it will add some inclusions to the website.
1.3.2) The author believes that it is also feasible to attract new users to register by making friends, but the user base should be diversified. Some activists can be arranged to be "moderators" or "celebrities" in various fields in a planned way, and their user base can be further accumulated through their interpersonal relationships.
(2) System architecture optimization
This is something that any SNS community must seriously consider. At present, CQ6, like most SNS systems, is based on BBS + blog. This structure is still applicable, but the weak data structuring function hinders the further application of the website. It is very necessary to expand the integrated information system (MIS) module and customer relationship management module (CRM) at the front and back offices. This is also the prerequisite for applying structured data to conduct refined management of various KPIs on the website.
2.1) Expand CRM module
We must admit that, first, users have a life cycle. The life cycle of a user includes a new network entry period, a growth period, a stable period, a decline period, and until leaving the network. Second, users also have different levels of value, including high-value users, mid-range users, and low-end users. As a community manager, you must be clear about your users, how many are new to the network today, how many are in the growth stage, how many are declining, and how many are high-end users and how many are low-end users. Third, users have different preferences. User can press. With the three key points of user life cycle, value judgment, and feature judgment, only on this basis can the website provide differentiated and targeted services.
2.2) Expand MIS module
This point is complementary to the previous practical function development. The information fields provided by the BBS + blog structure are very limited. Basically, a large number of event information fields are mixed in the article body. This is an obstacle to the deep mining and aggregation of community information. According to the construction requirements of the MIS system, different information is classified and their respective information fields and information tables are abstracted to facilitate practical function development and information mining and aggregation.
This article is first published in A5, and I would like to encourage everyone. The author of this article: Li Zhi of Chongqing Internet Marketing Network www.cqadv.cn , please keep it for reprinting. My QQ number is 133686088. Welcome to communicate and discuss with me.
Author's Personal Space This article only represents the author's views and has nothing to do with the position of Webmaster.com.