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This article introduces the relevant knowledge of "what are the ways for Zhihu community to maintain high user stickiness". In the operation of actual cases, many people will encounter such a dilemma. Next, let the editor lead you to learn how to deal with these situations! I hope you can read it carefully and be able to achieve something!

Addition and subtraction rule

Whether it is dealing with people or making products, I hope to follow the cyclic law of subtraction-addition-subtraction. At the beginning, focus on things, take the product to the extreme, and set up barriers to competition. Zhihu followed this rule when working in the community, doing the most basic Gong to the extreme and doing a good job in the user experience. If you do a lot of things in the first place, you will be distracted, and you may not be able to do anything well in the end.

More rational, less emotional.

Whether it is dealing with the world or making products, I hope it can be more rational and less emotional. Everything is based on data, based on methodology, not what I think it should be. Zhihu made this perceptual mistake on the topic "domain", thinking that users like this feature, but in fact users don't like it. Later, the launch of the new function follows the rational principle, taking a sample survey to test, data-oriented and user-oriented. if the tested data OK, users like it, then we will do it and kill it if we don't like it.

Treat the user as a rookie rather than a fool

Zhihu can maintain more than 80% of the user retention, and even with the extension of registration time, the retention appears the phenomenon of reverse growth. In fact, there is not much secret, the biggest secret is to do the most basic things, correct attitude towards users.

For the discussion community, it is necessary to ensure the cleanliness of the community and do a good job in these basic elements of community management. To improve the user experience, it is not to add a lot of things, but to subtract some things after finding the most basic elements, because only these elements really affect the user experience, simplicity is very important.

The need for social interaction is essentially expression, recognition and communication. In addition to doing the most basic simplicity and cleanliness, we should also exercise restraint. People who make products should not regard themselves as God and always think about how to make customers. Treat users as rookies, not fools. Do not let customers think too much, let Xiaobai quickly learn how to use, in this, but also do not disturb users, this is very important.

Zhihu made this mistake in the topic "domain" and wishfully developed a feature that users did not use. I was thinking about how to make the field more effective more simply. For example, I go to sports if I want to see a body, and I go to a movie if I want to see a movie. So we made a sub-domain improvement, the product name is domain, Internet, technology, business and so on. After entering the home page, you can enter the field at one o'clock. Many people used it that day, and then soon no one used it.

Looking back on this matter, in fact, we did a thing to treat the user as a fool, feeling that we wanted to teach the user a habit, but the user didn't buy it at all. This is also because there is no very in-depth analysis of their own users. Zhihu users themselves are very different from other users. When he uses Zhihu, there are many kinds of things, and what he is concerned about, it is difficult to say which specific plate, very often there will be cross-correlation between plates. When users pay attention to the product, it may be an entrepreneurial idea, or other interests. If you fix it to start a business, you will have no imagination.

The mass market learns to test instead of experiment.

For all Internet companies, it is a necessary lesson to maintain product upgrading. But how to find the function upgrade that the user really needs, or to ensure that the function upgrade can be liked by most users, is more important than the upgrade. Otherwise, it is easy to cause the loss of a large number of old users.

Zhihu is a community application, in which social interaction accounts for a large proportion. How to control the information flow of the home page is very important for users to retain and click.

For Zhihu, the flow of information has two stages. In the first stage, users can be exposed to what they pay attention to. But we soon found that the signal-to-noise ratio is very low when we pay attention to the topic. Users pay attention to the topic, basically pay attention to a piece of content, there is no choice, but anyone can stuff something into it. There are likely to be disruptive topics, but also likely to make a mistake, users also need to deal with information. So then we removed the information flow of the topic.

After removal, the topic of concern is not displayed in the information flow, but can be seen in the list of topics. At this stage, the signal-to-noise ratio of the information flow is significantly improved, and the number of clicks is also significantly increased.

This is a big change for Zhihu in 2012, but as far as the product itself is concerned, this approach is not particularly appropriate. It is reckless behavior that turns the subject off completely. There is a taste of experimenting with users, whether the change is good or not, it will make the user experience worse.

Zhihu has absorbed a lot of experience in this change and has been transformed into the current low-loss screening method. Test with a smaller sample size, but not the AB test, because the AB test is still tested by some percent.

We are using a very small quantity to test a very small slice to remind the user that there is a new function. Do you want to try it? If the test data of users over a period of time are in line with expectations, you can then change a very small amount, such as 0.1%, into 0.5%, into 1% or 5%. With the gradual expansion, users will be very comfortable.

This process has been going on for about a year and a half, and Zhihu has been upgrading products in this way, which is a small secret for us to maintain user viscosity, that is, we must respect users when making social products.

Recommend high-quality content and block spam

As a knowledge discussion community, developer registration, from the minority to the public, from only geeks know to ordinary people now know, to 17 million users. In this process, the biggest risk is that spam is out of control and high-quality content becomes water, which will lead to Zhihu losing its foundation.

In order to make high-quality content easier to discover, Zhihu began the stage of evolution of information flow to a new top story. The user pays attention to one thing, and Zhihu constantly recalculates the whole content of his attention, and calculates how many people the user follows are of complete interest to him. After a long period of study, the flow of topic information will be greatly purified.

Zhihu is currently using an improved "Newton cooling algorithm", adding a correlation factor, which is whether there is anything you may be concerned about most of the time.

For example, in the mobile Internet, there is a new product called box, which users may not pay attention to or may miss, but according to their long-term use records, users pay very high attention to sub-topics at the product level, and we may prompt users that there is a new topic. Do you want to pay attention to it? users may turn it off or not.

Our data show that the percentage of users who turn on recommended content is 56%. The number of users who are not interested in a thousand presentations used to be 2 (that is, 2 users are not interested in 1000 recommended content), which is now 1, which has been reduced by half. It's a big improvement for the user experience.

In maintaining the benign space, Zhihu will soon launch a "friendship score system" to encourage and guide community users to autonomy, and users can report the unfriendly behavior of the community at any time. Zhihu is verified through "system judgment assistance + manual audit". When the degree of friendliness is lower than a certain threshold, part of the functions of the community will be restricted.

This year, we hope that Zhihu will become a crossroads between discussion and personal branding, which has not been done very well now. Native advertising is also our focus this year, which can provide community users with a relatively good user experience. Marketing is not a scourge, it is a normal existence in a community, but it should exist in the community in a more reasonable way and form without affecting the rest of the user experience.

This is the end of the content of "what are the ways to maintain the high stickiness of users in Zhihu community". Thank you for your reading. If you want to know more about the industry, you can follow the website, the editor will output more high-quality practical articles for you!

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