Many people like to download a software that can record the relevant data during running and sports. In this part of the population, most users use Keep software. Why do so many users choose to use Keep? This paper analyzes the user operation system of Keep from three aspects: innovation, realization and retention. Let's have a look. 1. Dismantle the enterprise Keep (Beijing Kale Technology Co., Ltd.) 2. I want to know how KEEP can design a set of innovative, realized and retained operational actions according to the overall business objectives. Third, the idea of dismantling 1. Pull a new link: crowd: analyze the portrait of its target users, including basic attributes and demand attributes channels: divide four channels according to whether to pay or stay at the station, and observe which are the core channels and why. Observe what the first right of Keep is, which products, prices and coupons are covered respectively, and whether the right design is reasonable. 2. Analyze the user's implementation of Keep from the psychological level. Combined with the LIFT model, analyze the landing page to see what value is delivered and what pain points are matched. 3. In the retention stage, what is the key behavior of dividing the retention target users according to the assumed business objectives? Then, according to the key behaviors of these users, the user tags that need attention are screened out; Suppose you want to promote key user behaviors, what operational actions can keep the design? According to the operation action you imagine, look at the reason for the prompt message according to the App. Four. Disassembly process 1. Core Business Target Disassembly (1) Analysis Process According to the prospectus submitted by Keep 2022, from the perspective of realization, Keep's business goal should be to increase the income of these major business segments, including its own brand products, courses and services such as member goods and advertisements. Self-owned fitness equipment and sporting goods contributed the most to the revenue, accounting for 55. 1% of the revenue. However, from the perspective of gross profit margin, there is a lot of room for revenue growth of paid courses and membership products. These products are content goods, which greatly promote the revenue of fitness equipment and sports products. Then: revenue from dismantling GMV = fitness equipment/products+course goods+member goods+advertising revenue = number of paying users × per capita unit price of purchased goods × purchase frequency = number of paying users × (per capita purchase of fitness equipment/products+course goods+per capita unit price of member goods )× purchase frequency+advertising expenses. The total advertising revenue mainly depends on App advertisements, including open-screen advertisements, banner advertisements on home pages and community dynamic advertisements. However, why can't advertising be the main income? Because Keep has its own brand, it will not let the upstream and midstream advertisers in the fitness industry enter. Secondly, Keep belongs to the vertical category, and it is difficult to attract advertisers in other fields. Why does Keep do e-commerce and membership services in addition to content? Because the core purpose of users using Keep is to become beautiful, healthy, lose weight, gain muscle and so on. While consuming content, it will stimulate the demand for physical goods and membership plans. (2) The preliminary conclusion is based on the above logic. Suppose that the business goal that Keep focuses on in 2022 is to improve the GMV of paid courses and member goods. 2. Racintong (1) people analyze the portraits of their target users, including basic attributes and demand attributes. Because there are a lot of ready-made portraits of Keep users on the Internet, I found a relatively simple form, which comes from: Everyone is a product manager. From the basic attributes: age: 20-29 years old, mainly young people. Gender: Most users are women, with a ratio of 2:3. Cities: First-tier cities such as Beijing, Guangzhou and Shenzhen, and the main income of new cities: the per capita monthly income is about 8,000 yuan. And 44.5% users own real estate. According to the demand attribute, it mainly includes these five levels-training muscles, reducing fat and shaping to get rid of sub-health/letting the body health system manage the body/managing exercise habits in a planned way; (2) In-station channel × free channel: pop-up, SMS, message, fitness plan push (calendar reminder and push), self-developed CRM system in-station × payment channel: Keep's Tmall store. Keep's Tik Tok store: Tik Tok tender advertisement; Internal payment methods of other e-commerce channels, including JD.COM Store and other places × free channels: WeChat official account &; Video number &; Community matrix, WeChat official account message template (live class booking), Keep's offline mall (Keepland, pop-up shop: calorie department store), SCRM of different content platforms (such as Xiaohongshu, Tik Tok system background SCRM)× payment channel: search for "calorie technology" in ADBUG. We can see that the channels of Keep are: Aauto Quicker, Tencent Video, Youku Video, Sina News, Tencent News, Today Headlines, QQ, WIFI Master Key, Himalaya, Daily Express, UC Headlines, Red Packet Headlines, Free Fiction, Movies, Portable Bands, Jinshan Battery Doctor, Dongdong, China Calendar and her community, among which Aauto Quicker's App has the highest online frequency. In the above channels, it can be divided into tools (such as wifi, Jinshan Battery Doctor), content information (such as news, video, audio, novels), competing products (such as moving), and people (such as her community), among which the content category has the highest frequency, and the video information category has the best conversion rate from the conversion data of ADBUG. In addition, there are a lot of commercial cooperation with stars, KOL and brands, which is difficult to count, and all of them are paid advertisements for IP cooperation. —— Including: 202 1 TVC advertisement before the Spring Festival, calling for practicing fat meat on Keep in exchange for good meat in the New Year. After the live class was launched in February, 20021year, Keep cooperated with tucao conference and its artists in different forms. Wang Mian, Hulan, Wang Jianguo and Yang Mengen all spoke for the live class in the program. 2021April 12, Keep was officially announced in Weibo, becoming the official partner of Desire for Life. On August 8th, 20021year, the National Fitness Day, the official announced that Jackson Yee had become the spokesperson of the Keep brand and launched a brand-new TVC advertisement. It can be preliminarily judged that the core channels are: in terms of payment channels, in addition to the conventional e-commerce payment channels, the core delivery channels are content platforms, mainly video and news content platforms. In terms of free channels, Keep is also more inclined to guide users of WeChat platform to App (such as applet, downloading App after opening H5 page), and realize more diversified message push on App, such as coupons, activity pop-ups, on-site punching tips, fitness plan reminders, etc. Why are these core channels? Users of content platforms are more sticky, especially video platforms. After watching the fitness video, users are stimulated to demand and pain points, and are more willing to download the app. App can achieve more functions, such as planning, punching, attending classes, and community. , and can also better collect user data, improve the CRM system, and further adjust the new strategy. Therefore, the payment channel is mainly based on the video platform. Whether in-station or off-site channels, the core is to guide users to the App. (3) Rights and interests: official account of WeChat-free experience courses or members for a limited time, free shopping cart emptying lottery (double11) 2Tik Tok live room exclusive-20% off monthly card of ——Keep members (fill in the mobile phone number and recharge it to the account), 40% discount on official WeChat account of season card/year card-pre-selling new product welfare price in a limited time/special App- member's special price in the first month (the original price will be restored later) ③ coupon WeChat official account-large coupon special activity (the member's price can be superimposed), fan-specific coupons, community-specific coupons, all kinds of non-threshold coupons, limited-time coupons (the redemption code needs to be entered in the App), App- newcomer training coupons, and purchasing a senior guest list of physical goods to send the year card. 4 Others: Is the design principle of Guardian's exclusive offline activities reasonable? It mainly focuses on the rights and interests of commodities such as courses, members and objects, which is in line with the characteristics of just-needed/high-frequency. Basically, all activities are straight down and there is no threshold. Easy to understand and reasonable in design. 3. Judging from the number of users of Keep, the current revenue level is not high. According to the ARPU value, the ARPU value of Keep in the first three quarters of 202/kloc-0 is 3.56 yuan per person per month. (1) Psychological analysis of users' consumption decisions According to my personal purchase records, I have paid for monthly membership and various exclusive training programs for several months. The main attraction for me is that buying members and training programs can urge me to stick to it (the inner psychology is that these paid products will help me develop planned and habitual fitness). Then we can also see the value proposition. On the introduction page of member products and even e-commerce products, the granularity of the plan, the degree of implementation, the degree of matching with individuals, and the degree of adaptability to home exercise scenes. Such as exercising three times a week, daily diet plan, etc. It can strengthen the motivation to buy-that is, users pay for developing daily fitness habits. For some "pseudo-fitness" people, the reason why they consume KEEP products is to get a kind of psychological comfort. For example, they also practiced stretching for 10 minutes today, bought a skipping rope, bought some products without any burden, and occasionally practiced lightly, which felt great and had a sense of relief. (2) The course landing page transformation strategy is based on the exclusive training course landing page of Keep× Pamela, and it is disassembled separately with the LIFT model —— ① How to strengthen the value proposition by emphasizing sprint in a short time, adding a calendar with one click, and having daily exercise reminders —— emphasizing the value proposition of developing daily fitness habits and inciting purchase motives. (2) How to enlarge the relevance? Emphasize a series of data such as the number of people served by the Keep content team, the number of followers, the number of polished courses, the number of KOL fans in the course, and the amount of play, so as to catch the eye of the target users and enhance their trust. (3) How to improve the urgency? Promote sales by offering new courses and offering limited discounts (especially reminding members of their prices, which is conducive to transforming members' goods). (4) How to improve the clarity? Through the comparison of cases and data before and after, the effect is directly displayed. ⑤ How to reduce the degree of distraction? Focus on no more than 3 icons or 3 core data highlights per page, which can quickly grab the information you want; At the same time, the core information in one screen is only the main title+subtitle+1-2 small words, which are clear and easy to understand. ⑥ How to reduce anxiety? Make the training time clear according to the granularity of week and day, and increase the exercise tips of the training plan, including pre-training preparation, taboo people, feedback channels, exercise risk tips, etc. , to eliminate customer concerns. 4. The user tags that 4.Keep may use in the retained link (1) include the following four categories: ① According to the training purpose, it can be divided into course type tags and training part tags such as plastic training, aerobics, warm-up and relaxation, cardiopulmonary training, yoga, Hiit training, etc. ; Such as the whole body, abdomen, legs, waist, back, chest and so on. ② According to the training scene, it can be divided into training difficulty+training equipment/equipment+training duration+training venue+training demand labels: zero foundation, elementary, advanced, intensive and challenging; No equipment, elastic belt, dumbbell, foam shaft, barbell; Bracelet, bicycle, treadmill, walking machine exclusive action; Less than 5 minutes, 6- 10 minutes, 1 1- 15 minutes; Small venue, standing all the way, practicing in bed, zero noise venue, low noise venue; No jumping, knee pads, waist pads, wrist pads, no push-ups, no bobbing, no squats, etc. ③ According to the types of goods purchased, it can be divided into physical goods+course product labels, such as household appliances, sports bracelets, sports equipment, health food, women's clothing, etc. For example, membership courses, new courses, official courses and talent courses. ④ According to the classification of user portraits, it can be divided into: basic attribute tags+dynamic attribute tags. Basic attributes: monthly income, real estate, age, gender, occupation, city dynamic attributes: monthly amount spent on Keep, total exercise duration, calories burned, running mileage, words shared in the community, weekly exercise times, average exercise duration, keywords searched in App, habitual exercise time (such as XX in the morning), and sports event type (according to "Keep 20/kloc-" Suppose we need users to buy more paid courses (and most of Keep's paid courses are exclusive to members), experience members' training plans and buy members' goods. The key lies in how to increase users' interest in members' rights and interests and lower the threshold (including cognitive threshold, psychological threshold and practical threshold, in short, it is not so difficult for users to insist on exercising; If you want to eliminate users' cognitive, psychological and operational thresholds, you need to add some tips on the page of member product introduction. Then, referring to Keep's membership equity diagram, we hope that the key behaviors generated by users mainly include the following categories: trial training plan, free course experience, free live broadcast, diet analysis and browsing mall products. (3) Analysis of key influencing factors of key behaviors generated by users. If you want to pull up the user's data on the above key behaviors, refer to Fogg model (behavior = motivation+ability+trigger). The key influencing factors of disassembly are as follows: (4) According to the key influencing factors of the above key behaviors, select the user tags that need to be paid attention to: In order to improve the key influencing factors of the above key user behaviors, we need to pay attention to the following user tags ——(5) Summary: What operational actions can keep the design promoting the key user behaviors? (6) See the reasons for promotion according to the operation actions envisaged by yourself and the Keep App. Personal Center-My-Message Page receives the following contents through message push: new tips for shopping mall coupon courses, reminders for live courses, countdown to 2-day activities, limited-time low-price reminder coupons/reminder plan page for members' impending invalidation-My goal receives the following contents through message pop-up: exclusive benefits for limited-time members (7-day overtime card for members, with a reminder that 1 day expires), customized exclusive body-building solutions (prompting the combination of eating and training, Planning page-My goal-Training/Diet presents the following contents in the form of a page: click set training goal → fill in information → get recommended personalized training plan (promotion information below: 7 days extra recommendation for purchasing members, only 24 hours) click set diet goal → fill in information → get recommended fat-reducing diet plan (all plans are locked, and information above: open members, Use diet record and analysis) My wallet-Coupon automatically receives KOL exclusive coupon community page of a purchased course-Click on diet tools to automatically jump to the recommendation page of diet analysis tools-Course search page-carousel shows recommended courses of member exclusive training plan. After the entrance test of difficulty test and physical fitness test is completed, the corresponding courses are automatically recommended. V. Summary of user operation ideas 1. La Xin: "You have needs. I Meet You is aimed at potential users with different needs, such as losing fat, gaining muscle, shaping, health, establishing an exercise plan or systematically managing the body. Keep is mainly on the content+social platform, guiding users to pay on the App through the rights of newcomers such as the first direct investment or free experience, and storing them in their own CRM system as the basis for subsequent data analysis. 2. Transformation: "Starting from demand, creating differentiated advantages" strengthens the sense of scarce value of products through exclusive IP, research on course quality and content team, and the binding relationship between courses and objects. Through the demand labels such as "equipment+venue+difficulty+duration+special requirements", different courses are clearly divided, and the tips of landing, training granularity/time planning, health risks/sports difficulty are strengthened, giving users an intangible perception-"Wow, Keep is so thoughtful that it has been thought out for me", thus reflecting the value of service. Specifically-landing: it is achieved by strengthening the matching degree of personal physical conditions and the matching degree of home training scenes/equipment. Detailed training granularity/time planning: This is designed for people with fitness needs, because it helps to develop exercise plans, systems and habits. Health Risk+Exercise Difficulty Tip: This is designed for people with "pseudo-fitness and special circumstances". 3. Retention: The reasons why KEEP leads users to perform key actions are summarized as follows: (1) The task has not been completed for 2 days, the activity is limited to low price, and the coupon/member is about to expire. (2) There are rewards for completing a task, and reminders are collected: set the training goal → get the exclusive benefits of limited members (7 days and prompt 1 day expires) → set the diet goal → get the customized exclusive body-building solution (prompt the combination of eating and training to help realize the body-building goal quickly) and get all kinds of mall coupons; (3) According to the crowd tag trigger, guide to make key actions, and automatically get KOL exclusive coupons for purchasing courses. Indicates that the member-specific training plan course recommendation test has been completed. Automatically recommend the corresponding courses, click on the recommendation page of the diet analysis tool, click on the set training/diet goal → get the recommended personalized plan (members can get the full version), and all the remaining operational actions are based on "what differentiated actions do you want users to produce" to design relevant burial points and paths. 4. If you trade by yourself, how to optimize it? The division and transformation path of different groups of people is not clear enough. For example, the goal is to reduce fat, what to watch, what to plan, and what products to buy. Now you will see it in the App, so the content is mixed; In the transformation part, the preferential guidance for cross-category is weak, such as buying courses+members at the same time and giving extra preferential treatment; For members, buying a fitness/diet plan is not the end. It is to get to know each other and grow up together in the club, but this feeling is deep (can you consider joining the club to broadcast in turn? In terms of membership rights? )。 For example, for the Christmas event of # Sportsman, you have to search the drop-down area to find the entrance, and you can't directly enter the event through search.