When buying an electronic product, there is an instruction manual instructing people how to use the product.
For Internet products, some manuals are also b2c email list needed to guide new users, and new user guidance is part of the user growth system.
1. Why do you need to guide new users?
1) Improve new user retention
For new users, if there is no relevant guidance, the user will not understand the product and will leave.
Like content-based products, new users will choose to leave as soon as they can't see the content they are interested in.
If a new user is recommended for content, according to the new user's interest tags, it is recommended to follow some users; if the user sees some interesting content, the probability of retaining it increases.
2) Increase conversion rate
According to the conversion funnel, some b2c email list product users need a series of operations after registration, such as real-name card binding and recharge, etc. If there is no relevant guidance, the user will stop at a certain step.
3) Establish a new user growth path
Through novice guidance, guide users to grow along a certain path, from newcomers to loyal and high-quality users of the platform.
4) Build new user trust
The more users know about the company and products, the more trust will increase, guide new users to the product introduction page, understand the purpose of the product and the company's values, dispel users' doubts, and build a trusting relationship.
2. Through 3 cases, analyze how to guide new users
1. Content-based products-Keep
As a sports and fitness app, Keep takes the following measures for new users:
1) Free access plan: Let new users quickly understand the product, get started quickly, and lower the threshold.
Three cases: talk about how to guide new users?
2) Recommend to follow high-quality users: Recommend new users to follow some high-quality users, so that users can see the sports experience shared by athletes, and can also see other people's comments and forwarding.
Taking full advantage of the psychology b2c email list of social proof, others are also exercising here, and they have achieved very good results.