Taiwan Growth Hacker Annual Conference 2019: Zeng Youzhi shared how to use data to manage customers and set routines starting from goal-driven

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In order for all “passers-by” who visit e-commerce websites or communities to actually become customers, the ideal of marketers is to collect complete data from customers, analyze user behavior, and then provide incentives and recommended actions to guide potential customers to decide to place an order and complete the purchase.

At the 2019 Growth Hacker Annual Conference, veteran growth hacker ─ Co-founder of Suoji Creative [Zeng Youzhi] (http://mrpm.cc/) shared with all audiences how to correctly use data to manage users’ first impressions and create an atmosphere of placing orders on the first visit.

Don’t examine why you lost customers, first understand your own expertise

While many e-commerce and website operators are spending time examining why they are losing customers and using data to try to find out user behavior, Zeng Youzhi’s advice was unexpected. He emphasized to all viewers: “Instead of spending time talking about losing users, it is better to spend more time understanding what your strengths are.”

Zeng Youzhi explained in detail a case of Twitter driving user growth (https://mattermark.com/putting-it-all-together-how-josh-elman-identified-a-growth-driver-at-twitter/). He believes that only by finding out the advantages of one’s own products through user data can we further set correct measurement indicators for products and marketing goals as standards for tracking and improvement.

Twitter, which is now a heavyweight community leader, in the early website screen, users who had just completed registration could only see the sentence “What’s happening?” and enter a blank field, leaving new users completely at a loss. Therefore, although Twitter at that time attracted many fans, it caused the dilemma of many people not continuing to use it after signing up.

In response to this situation where it is difficult to promote [user growth] (https://www.contenthacker.today/2018/12/xdash-growth-hacking.html), the strategy adopted by Twitter is to analyze the data of “number of visits vs. retention rate of the next month”. Twitter found that as long as a newly registered user visits more than 7 times, the retention rate in the next month can reach more than 90% and become a core user. For users with less than 7 visits, the retention rate in the next month is only between 10% and 80%, and they can only be regarded as ordinary users.

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The user insight that Twitter has found out from this is that new registrants will often visit Twitter once they follow other users; therefore, they have established a new service value positioning, which is to “follow people and things in the world that interest them.”

In order to firmly grasp new users and promote them to become core users, Twitter has significantly changed the registration process and set the goal as “find a way for you to follow 30 people within 30 days.” Twiiter deliberately requires new users to select areas of interest when registering, and recommends high-quality content accounts suitable for tracking in these areas to new users, so that new users can immediately have content to watch, in order to achieve the business goals set above.

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This is also a good example of using data to find out your own strengths and use them to achieve strategic goals, rather than trying to make up for it in order to achieve the goal.

Set correct goals and adopt appropriate strategies

Zeng Youzhi believes that making products is like losing weight, emphasizing that “to improve Output, we must first improve Input.”

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If you want to grow quickly, marketers must follow the steps of “setting goals → dismantling goals → using the right indicators → executing strategies, running in small steps” to quickly collect the right information, provide feedback, and then conduct the next round of experiments and gradually make corrections until the goal is achieved.

For users, the cold start is the most difficult at the beginning. Zeng Youzhi suggested that marketers can learn from Twitter and set up corresponding [routines] (https://baike.baidu.com/item/%E5%A5%97%E8%B7%AF/19444463). At the beginning, provide new users with templates (there are examples to learn from); at the same time, limit the operation paths of new users to avoid detours (wasting time), and give prompts in a timely manner to successfully complete the operation procedures and create a sense of accomplishment in completing the task.

In other words, marketers can guide new users through a series of processes so that they can truly experience the benefits of the product and continue to use it, forming a positive user experience cycle.

Combine external perspectives to upgrade internal perspectives

For content hacker, what new perspectives can we learn from Zeng Youzhi’s suggestions? In past content hacker lectures, it has been repeatedly emphasized that we must get rid of the traditional internal perspective, that is, we must not only start from the perspective of our own products, but must “[combine internal perspectives and external perspectives] (https://www.contenthacker.today/2018/01/content-hacker-englishisland.html)”. Only by integrating the user’s and your own perspectives at the same time can you produce content that is interesting to users.

The traditional internal perspective is just the outstanding features of the product or the characteristics of the founder of the company. But Zeng Youzhi’s suggestion is to allow product features to be continuously revised and iterated, to promote the evolution of products and marketing processes, and to capture new users.

This means that the internal perspective can be continuously revised, so content hackers can coordinate with product and process improvements and adjustments, and then generate corresponding content to obtain more dialogue opportunities and responses from potential users, and further feed back to the entire marketing team as one of the foundations of small steps. In this way, content hackers can not only grasp the changing external perspective (consumer trends, media opinions, analyst opinions), but also feed the evolving internal perspective (evolving products and processes) back into the intersection of both parties.

This approach can make the subsequent marketing content a content generation cycle that can sustainably grow for both parties. It can more effectively generate meaningful content, and can also be combined with more appropriate calls to action (CTA) to form a business promoter.

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★ Download the complete briefing: Use data to manage first impressions (2019 Growth Hacker Annual Conference Sharing)

★ Want to use content marketing to grow your business? Come and take a look at “Content-inspired marketing”.

★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.

★ Welcome to purchase the audio course “Create Content Marketing from 0 to 1”.

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: Zeng Youzhi, Vista

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRkkZkKnEI3F3AtHZhFcQjutPU_ezlsOXByvA31zRQneHPyscQRWJ sudYWFiRPv1Coi6Y891okvHqCekeef6_qaJxR2Ew-d-4HQovzGpVN1hJqKWkKp-4mAlMO2NE2PEsjS2-Zs8WLBOFr/s1600/b_illust_91_0M.png)

★ Want to use content marketing to grow your business? Come and take a look at “Content-inspired marketing”.

★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.

★ Welcome to purchase the audio course “Create Content Marketing from 0 to 1”.

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: Vista

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Further reading

• 2017 Taiwan Growth Hacker Annual Conference: To promote user growth, why not first decouple brand and content
• 2017 Taiwan Growth Hacker Annual Conference: How can e-commerce players regain content dominance from Facebook?
• Master the secret skills: 2016-2017 Taiwan Growth Hacker Annual Conference Essence Lazy Pack

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