During the operation of our website, we always encounter a problem: as our registered members increase daily, so do the inactive users. Even more, many users only log in once after registration and never visit again. How can we make users revisit continuously?
In fact, there are many reasons why users do not revisit. Below are a few points I have summarized during my work:
1. Website redesign.
The website redesign I refer to here is a relatively large-scale one, like a Hunanese restaurant being renovated into a Sichuanese one. Naturally, those who previously enjoyed Hunanese cuisine wouldn't come back. While such situations are not common for stable websites, sometimes even small changes in what users are accustomed to can have a significant impact.
2. Irrelevant activities aimed at boosting traffic.
This reason accounts for a relatively large proportion of users not revisiting. Such activities may temporarily help boost numbers, as users might register multiple fake accounts for certain benefits, such as voting or flash sales. But once the activity ends, the website is left with a lot of junk data, and forget about revisits.
3. The website does not give users a sense of welcome.
For example, you go to a restaurant to eat, although you chose it from many options, but no one greets you, making you feel unwelcome. Moreover, none of the customers in the restaurant know you or say hello, leaving you feeling alienated.
4. Content update issues.
I always believe that whether it's a portal site or a community-based site, content is quite important. Would you visit Sina if its homepage still showed news from two days ago? Content needs to be updated frequently and varied. I'm almost fed up with the fast-food restaurant I eat lunch at now because they always serve the same few dishes, which I've grown tired of. The same principle applies to websites.
5. Poor communication with users.
Don't expect users to remember your website. Nowadays, even if your wine smells good, you still need to shout about it. Your website may have great content or new features, but users won't know on their own, and often these pieces of information aren't well communicated by the website either.
To address the above reasons, I think these methods could help solve the problem. I don't guarantee immediate results, but at least they can resolve some issues. I also hope everyone can add their thoughts in the comments.
1. Website redesign.
Website redesign should be gradual and ensure a smooth transition. Even if the website needs to undergo significant changes, don't easily abandon previous users. Many website homepages retain the old interface during redesign as a transitional measure.
2. Relevant activities.
Do not sacrifice the principles that the website adheres to for irrelevant activities just to boost traffic. This only yields short-term benefits and has no advantages in the long run.
3. Give users a sense of welcome.
In product design, include a welcome panel, which can include the last login time, pending information, and recent dynamics of friends. This is done well in some social networks. The user feels that there are always things related to them on the website. When users log in, it feels like entering a reserved private room where the menu and tea are already prepared.
In content delivery, provide relevant content to guide users to their next step. Users who haven't visited for a long time may be unfamiliar with the website. First, show users content related to their previous habits and experiences or introduce new features of the website to help users adapt quickly.
4. Content updates.
This requires establishing an effective content strategy. You can refer to some of my previous content regarding this.
5. Establish tools for communication with users.
- Through email. This is the best channel for communication between the website and users, but quality over quantity, choose what suits you best.
1. Regularly select content to create newsletters. I think Mtime's "Time Weekly" does this well. It integrates recent blockbuster movies and popular movie information and sends it regularly to users. To be honest, every time I visit Mtime, it's by clicking through from an email.
2. Send emails based on the user's previous behavior. For example, Amazon will send you an invitation to write a review of books you've purchased before. This is much more friendly than Vancl's frequent promotional advertisements.
3. Based on your friends on the website. This type of email is used more in social networks. For example, I often receive emails from BaiSheHui inviting me to fish in a friend's luxurious pond. However, if the frequency is too high, users may get annoyed. Instead, I find Yeeyan's "Your article has new comments" more friendly.
6. Through social media. Many websites have established company pages or groups on social media platforms like Douban and Facebook. This is also a great way for websites to communicate with users, publishing some of the website's content and notifications through these channels. You need to build a community, not just on your own website, but also establish your presence on other social networks.
7. Finally, borrowing a line from The Godfather, "Give users a reason to revisit that they can't refuse."