user churn reasons do not know how to start when the investigation,
doesn’t know how to find the real reason for the loss of users,
doesn’t know how to apply research findings to product improvement,
in the end how to do a good job of user churn research,
?After doing some research on the causes of user churn,
summarizes the four steps of user churn research.
step 1: understand research purposes
no matter what research, researchers should first confirm the purpose of the investigation, only know the demand side finally want to solve what problem, can do research. The reasons for the loss of user research is not just a simple understanding of user reasons can be put forward the reasons for the loss of product manager user requirement, the ultimate goal in general there are two: (1) to prevent the loss of customers; (2) to restore the loss of customers.
The ultimate goal of
is different, and the questions that need to be answered are different:
(1) prevents users from running out of
Why would the loss of
users? (churn reasons), users will continue to lose? (the user is not satisfied with the existing and the reasons for the loss of the same?), how to prevent the loss of users (? What should be the improvement measures)
(2) retrieve lost user
Why would the loss of
users? (churn reasons), the possibility of loss of customer return? And what circumstances they are willing to come back to? (return contacts) how to restore the loss of users (? What should be the improvement measures)
second step: find out the real reason for user churn
no matter what is the purpose of the final product manager, they put forward the user drain research needs to show that they are very concerned about why the user will be lost, so to find out the real reason for the loss of customers is very important. But to find out the real reason for the loss of customers is not easy, sometimes ask why users no longer use a product, they will use "no money" or "no time" excuse us, because users "no money" to use our products, but the prices of other products like sales is like a raging fire, it is reasonable? "No money" or "no time" of course we do not accept these excuses, then we have to find out the real reason? The author summarizes the three methods:
(1) deep questioning — 5 WHY
continuously asks users 5 questions to get a depth – based answer, which effectively enables users to express deep thoughts and reasons.
: a case in a casual game, the reasons for the loss of the user survey as an example