評論
打印
If you're in e-commerce and you're retaining on a monthly active basis like 20, 30% of your users, you're probably gonna do pretty well.
如果是電子商務(wù)公司月度活躍用戶有20%或30%的話公司經(jīng)營得就很好
If you're in social media, and your first batch of people signing up to your product are not like 80% retained,
如果是社交網(wǎng)絡(luò)公司第一批注冊用戶留存率不足80%的話
you're not gonna have a massive social media site.
該公司就不會火起來
And so, it really depends on the vertical you're in, what the retention rates are.
因此用戶留存率多少算成功得取決于評判標(biāo)準(zhǔn)
What you need to do is have the tools to think about who out there is comparable.
你需要有一套方法找出可以進行比較的模板
And how you can look at it and say, am I anywhere close to what real success looks like in this vertical?
你可以以此為標(biāo)尺看自己處于什么位置才算成功了
So retention is the single most important thing for growth.
因此用戶留存率對于增長最重要
And retention comes from having a great idea, and a great product to back up that idea and great product market fit.
用戶留存來源于好創(chuàng)意將創(chuàng)意轉(zhuǎn)化為好產(chǎn)品并且產(chǎn)品適合市場
The way we look at whether a product has great retention or not is whether or not the users who install it.
看一個產(chǎn)品的留存率是否好使用同期群分析的話
Actually stay on it long term, when you normalize on a cohort basis,
就要看注冊用戶是否長期使用
and I think that's a really good methodology for looking at your product and saying, okay, the first 100,
一個好方法就是看產(chǎn)品的前100個用戶
the first 1,000, the first 10,000 people I get on this, will they be retained in the long run?
前1000個用戶，前10000個用戶他們能被長期留住嗎？
So now how do you attack operating for growth?
那么如何進行增長？
Let's say you have awesome product market fit.
假如，你的產(chǎn)品有非常棒的市場
You have built an e-commerce site and you have 60% of people coming back every single month and making a purchase from you.
你們是家電子商務(wù)公司每個月有60%的回頭客購買商品
Which would be absolutely fantastic.
能做到這樣的話，就很棒了
How do you take that and say now it's time to scale?
你據(jù)此判斷，是時候擴張了
Now it's time to execute was the last thing in your thought.
現(xiàn)在就到了前面講的最后一步--執(zhí)行了
Right? And that's where I think growth teams come in.
此時是增長團隊進入的契機
Like my contrarian viewpoint, or whatever is if you're a start-up you shouldn't have a growth team.
我的觀點與別人不同我認(rèn)為初創(chuàng)業(yè)公司不需要增長團隊
