As the leader of online fitness course App, Keep has built an excellent user operation system. Taking this as an example, the author takes apart and explores the behind of keeping active users. Keep products have five tabs with the following functions: the "community" tab carries content and social retention functions; "Exploration" carries the mall courses and Keepland user payment function (which is the main module of commercialization of Keep products); The "sports" label carries the tool attributes of Keep and plays a role in preserving the product functions; The "Planning" tab is to make a fitness plan for users according to their current situation, which mainly plays two roles: member user transformation and user activity; The "My" tab carries the function of combining various functional modules, including various incentive systems. Keep the screenshot of product V6.26.0 1. Keep product business channel and user value development path Keep is a product that users will pay directly and use frequently. From the analysis of business module, Keep includes tool module and mobile fitness coach; Content module community, user-made content, weight loss course content released by other PGC users; E-commerce module business is divided into three parts: offline Keepland, online KeepPeripheral products, course sales and membership payment; Community module, that is, maintaining a fitness community. Keep can acquire and retain users by providing users with easy-to-use fitness tools and establishing a fitness community. Finally, build a Keep Mall to realize commercial realization through membership payment and offline Keepland gym sales courses. Keep core user user value growth path All possible paths for user value growth in Keep products are as follows: registration-> consumer registration-> published content-> consumer registration-> follow-up courses-> published content-> consumer registration-> follow-up courses-> published content-> consumption in Keep products, and users' high-value behaviors mainly include: browsing community content, refueling and commenting. Consumption: shopping mall consumption, course purchase, Keepland booking offline courses; Creative content: release dynamics (graphic/video). Second, keep the user value growth ladder 1. Keep user life cycle definition and value growth ladder Keep user life cycle diagram Keep is a mature and complex product, with 1 100 million users, which requires extremely fine operation for users. From the perspective of user types, Keep users can be divided into: passers-by users, content/service consumers, content creators/consumers. The same real user may play the role of multiple product users in the product. User portraits and data definitions are given for four types of user roles. Keeping the user growth ladder can be obtained from the product experience: user follow-up, user shopping consumption and content creation can be defined as the three most important behaviors in the product. In the product, the users of Keep community business module, fitness course tool business module and consumer mall business module correspond respectively, and these three types of users can be subdivided. 2. Keep users finely layered. Keep the users of community business module corresponding to content consumers and content producers, and the pyramid model is suitable for user stratification. Screenshot of Keep talent certification As can be seen from the description of Keep talent certification, Keep divides talents into three layers, namely, public figures (stars), sports industry professional authorities (KOL), enterprises or organizations from top to bottom. Official account number. Keep user pyramid model data defines the users of the Keep fitness course tool business module, which corresponds to the service consumption users and is layered by using the variant model of RFM. Keep the training content interface (exercise+performance display) directly visible by observing the product. In the design of the entire "training" product UI, the two most important functional modules are action demonstration and performance display. Action display belongs to the analysis of training content as a training service, while performance display is the course-related dynamics released by users after training, which also plays a role in enriching community content. Therefore, user training times and dynamic times released after training are selected for user stratification. It is most appropriate to use RFM model to stratify the e-commerce business by retaining the business module users of the consumer mall and corresponding paying consumers. The latest consumption time difference of Keep users in the past 30 days; The total number of times spent by Keep users in the past 30 days; The average consumption amount of each order of Keep users in the last 30 days. Select the average value of more than three data of users in the last 30 days as the data node, define eight categories of Keep consumer user values, and operate hierarchically. Third, combing the user's optimal growth path 1. User registration → Go through the novice period and become a novice guide process. Try the user's Keep product STEP 1 one-click registration to reduce the difficulty of registration; Obtain other channel information of users, so as to improve the access channel of user recall after the loss of users in the later period. Step 2: Obtain the user's natural attribute information data and personalized demand label data, including the explicit demand for fat loss/muscle gain, the user's willingness to use the product and the implicit demand for self-pursuit. With the above user data information, it can be used to stratify the simple personalized needs of users. After the user enters the product, he can push the interested community content selected by the user to the user according to the above information (trigger); Push training courses that match users according to their needs (trigger); It directly eliminates the user's behavior of filtering information in order to push courses and content, and reduces the user's choice cost and behavior threshold (ability); Help users set target signs, provide optional personalized signs, reduce the cost of users' behavior and motivate users (motivation). B=MAT, which perfectly encourages users to participate in practice and watch the content at the first time. Typical paths guide users to register → guide users to improve tag information → push content/courses that meet users' interests. 2. Become a trial user after the novice period → become a loyal tool attribute user or content consumer. Keep products guiding users to become loyal tool attribute users or content consumption users. Three tags 1) community tags guide attention to accounts, recommend hot content in the whole community, recommend hot topic content, record target content, and recommend people nearby. Guide users to pay attention to other community users, and recommend 15 account by default (mainly divided into four types of accounts: official account/company/institution account or KOL account/ordinary user account). Pay attention to the official account, guide users to use the product through the novice period, and publish activities or topics to guide users to actively participate; Pay attention to KOL or organize accounts to provide users with high-quality content; Pay attention to the accounts of ordinary users, guide ordinary users to pay attention to each other and promote the community atmosphere (motivation). Guide attention to the accounts in the existing relationship chain: mobile phone address book or WeChat (trigger). According to users' browsing habits, content recommendation, page priority display and sorting, and push/SMS/system template message notification to users (trigger). You can see the content as soon as you open the page, which lowers the threshold of user behavior (ability). Guidance of the content's own value: the content of the community includes the sexual value of handsome men and beautiful women; Actual fitness dry goods value; Sports experience shares diversified content and meets users' diversified content consumption needs (motivations). B=MAT, which guides users to browse for many times and keep the content in the community tab. 2) The Sports tab provides various follow-up tutorials and sports training for users to cultivate users' habits. Guide the user to set a small goal sign, and remind the user to achieve the goal through product guidance (motivation+trigger); Provide a variety of sports methods and follow-up courses to meet the needs of users with different ability levels (abilities); Push/SMS/system template message notification, etc. reach the user (trigger: trigger). 3) My tab uses various activities, incentive systems, functions, etc. To encourage users to transform to a higher level of value. Incentive system: calorie coin integral incentive system, user growth level incentive system, paid member incentive system, game incentive system and task incentive system. Function 1: record physical data, obtain physical reports, recommend corresponding courses and contents, and cultivate users' usage habits; Function 2: Record sports data to help users understand their own sports situation and assist users in training arrangements. The typical path leads to pay attention to other users → lead to browse content → acquire users' browsing habits → adjust content recommendation strategy (push/SMS arrival) → form stable opening/reading habits (product UI design+push) and effectively remind. Encourage users to practice punching in to complete the goal → develop the habit of content consumption → push the content → develop the habit of content consumption to guide users to set the goal → follow the training for the first time → remind users to complete the goal → develop the habit of tool use → develop the habit of tool use → push the course → develop the habit of tool use → participate in activities → develop the habit of tool use 3. Become a loyal tool attribute user or content consumption user → become a material consumption user → pay for the value of users' growth, use and payment. If there is demand, we should actively search for commodity consumption; Home page recommended consumption. Typical path: direct consumption in the mall → repeated consumption → red dot reminder of unread messages → repeated consumption → paying attention to friends' bills → repeated consumption push/SMS trigger → consumption → consumer shopping guide making training plans for many times → purchasing monthly subscription members → purchasing coupons for many times → repeated consumption popup windows to guide consumption → repeated consumption 4. Become a loyal tool attribute user or content consumer → become a way to create contributing users and become content contributors. Scenes for users to release content: guide the release dynamics after practice, guide the release dynamics after consumption, complete the target punch-in notebook to record the release dynamics of sports data on the day, and actively release the dynamics (divided into active release and passive release). Consumption → Guide the release of the laundry list → Develop the habit of comment interaction after practice/exercise → Guide the release → Set the target of comment interaction → Record the completion of punching in every day → Actively release the dynamic → Develop the habit of comment interaction with self-display willingness or demand → Actively release the dynamic → Develop the habit of comment interaction 5. Determine the best growth path. Sort out the above key user behaviors and formulate the strategic direction, and give the direction of formulating the operational strategy. Classification of behaviors that users need to be motivated: Fourth, Keep product user incentive system combs the set of Keep product user incentive systems 1. Materials needed to maintain the grade growth system: submit the grade growth rules to the company; Level growth rules describe clients; Hierarchical rights and interests can be sorted out through resources. 2. Keep the points system: materials required for calorie coins: submit the calorie reward system to the company; Acquiring and consuming a rule description client; Combing convertible resources; The budget is set. 3. Game incentive system 4. Medal award system. Paying member rating system. Ranking incentive system The honor ranking incentive system of Keep products is relatively simple. There are two ranking incentives in product design, one is the weekly friend ranking list, and the other is the course ranking that is being concerned-encouraging users to pay attention to/exercise for a long time. 7. The analysis and summary of incentive system maintenance product module includes: tool attribute business module (follow-up/exercise); Community attribute business module (including content and socialization); E-commerce attribute business module these three business modules. 1) the tool module is the moat of Keep products, and all the incentive system resources are inclined to the tool module. 2) The existence of community module depends on the tool attribute of Keep. A large part of community content comes from the release dynamics of users after completing training. According to the strategy of publishing high-quality dynamics given by community operation, publishing dynamics after training can improve traffic more than publishing dynamics directly. Keep completes the key self-motivation of users in these two modules by constructing calorie coin integral incentive system, game incentive system, experience value growth level incentive system, leaderboard incentive system and medal incentive system. 3) E-commerce module. Keep's mall business module is the most important layout of Keep's commercialization, and it is also the core link for Keep to build a fitness ecosystem. Keep's business modules include online sports peripheral clothing and equipment, healthy light food, and offline Keepland. Keep not only improves the use experience of Keep's e-commerce function through product design and development, but also mainly uses the paid member incentive system to improve the user's consumption frequency and customer unit price in the user operation of e-commerce module.