When buying an electronic product, there is an instruction manual instructing people how to use the product.
For Internet products, some manuals are also 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 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.
Make full use of the psychology of social identity, others are also exercising here, and have achieved very good results.
Three cases: talk about how to guide new users?
3) Keep-Newcomer Assistant: Similar to the platform customer service, new users can learn some common problems, as well as novice video guidance courses.
Three cases: talk about how to guide new users?
4) Newcomer red envelopes: shopping red envelopes for newcomers, equivalent to newbie benefits.
Three cases: talk about how to guide new users?
KEEP mainly guides new users country email list through free access plans, recommended attention, new assistants, and new red envelopes.
2. Tool products - clipping
Cut Ying is a video editing tool launched by Douyin. The guidance for new users includes one-click filming and novice tutorials.
1) One-click video editing: By using the recommended template, you can quickly complete video editing, reduce the difficulty of making videos for newcomers, and increase the interest of new users.
Three cases: talk about how to guide new users?
2) Tutorial for Beginners - Creation Academy
The Creation Academy includes compulsory courses for newcomers, excellent courses for beginners with zero basics, and videos using templates. In addition to the official videos of the platform, there are also video shooting skills shared by other users. The content is very rich and comprehensive.