User growth = fission? 3,000 words to explain the concept of "fission" to you!

In the past few years, I have been deeply engaged in the field of user operations and have also written some articles related to user growth . Many friends will add me after reading this, saying that they want to discuss issues related to user growth, but often the only topic left is "fission". In the end, I find that they don't want to talk about user growth, but just want to do fission activities.

So in this sharing, I want to talk about fission.

1. Fission does not equal user growth

Many people mistakenly believe that knowing how to do fission means knowing how to do growth, and spend a lot of money and time to learn the so-called user growth skills, but in fact they have only learned fission.

But I want to tell you that growth is not as simple as fission. Fission is just a way to increase the number of users. If you don’t believe it, you can go and see that big companies like Tencent and Alibaba hire JDs for user growth, and none of the job responsibilities require them to do fission.

When it comes to user growth, we should not only be concerned about the number of users, but also the value of each individual user. As the demographic dividend disappears and user growth becomes increasingly difficult, refined user operations become even more important. Reducing user churn and increasing user conversion rates can save the high cost of attracting new users.

Of course, there are more than just fission methods to increase the number of users. There are also channels, content, social networking, hot products, etc. Now everyone should be able to understand the relationship between fission and growth.

2. Fission is not equal to growth hacking

Being able to scale doesn’t mean you are a growth hacker

The definition of growth hacker in the market includes the following three conditions:

1. Be able to be familiar with various common user growth methods, tools and means on the market and apply them, including fission;
2. Ability to creatively use data, technology and other means, combined with the characteristics of specific products or platforms, and then apply their own creativity to discover new growth opportunities;
3. It can build a long-term, stable and healthy growth engine for a company or a product.

Therefore, it is generally difficult to become a growth hacker without five years.

3. WeChat fission can no longer be done?

The reason for raising this question is that some time ago, Tencent issued a management specification for external link content on WeChat, emphasizing the need to severely punish behaviors that induce sharing: mainly on the H5 side, inducing sharing, downloading, following, and jumping are no longer allowed. Many people were upset about this: this fission cannot be done!

Actually, this is not the case. Although WeChat has imposed great restrictions on sharing on the H5 side, we still have mini-programs!

Let's take a look at the fission that the market is currently playing

Daily Youxian invites new customers to earn 168 yuan Credit Suisse Coffee gives free coffee to friends and gets 20 yuan for each friend you invite WeChat Reading invites friends to read and gets unlimited cards

Look, they are all doing it, why can't we do it?

4. When talking about fission, what do we really need to think about?

After talking about the concept of fission and the current largest fission battlefield - the fission environment of WeChat, next, I will share with you the underlying logic of fission. That is what we really need to think about when talking about fission.

Usually when I do fission, I think about these three questions:

1. How to get users to share and complete fission
2. How many users can each user bring?
3. How to get users to convert or stay in order to reduce costs

The first key point is how to get users to share, whether it is a poster, a mini program, an H5, or Weibo, etc., to complete the entire fission path.

There is a very classic formula for this. It was published in 2009 by a doctor from Stanford University on a model of "Behavioral Design". This model is simply expressed as B=MAT, which believes that a person's behavior requires three elements: sufficient motivation (Motive), the ability to complete the behavior (Ability), and the trigger that prompts people to take action (Trigger).

How do you understand it? For example, if someone sent you a WeChat message and you didn’t reply to him/her, what would be the reason?

• Maybe the person who sent you the message is not important to you? Or maybe the message content is not important and does not require an immediate reply?
• Maybe you are very busy at the moment and don't have time to reply?
• It may also be that you have turned off the message notification on WeChat, so you didn’t hear the phone vibrate and didn’t know someone sent you a message...

There can be many reasons, but almost every reason can be mapped to a deeper level. For example, if the person who sent you a message is not important to you, it is because you lack the motivation to reply; if you don’t have time to reply, it is because you lack the ability to reply; if you turn off the reminder, it is because you lack the trigger factor to reply...

When used in common poster fission, the motivation is the bait, such as free snacks, courses, low-priced goods, etc.; the ability is how many people you can invite to help you, and the trigger is the poster that attracts sharing and the notification that reminds you of the progress of your help in real time.

The first question we need to think about is: how to get users to complete the fission action!

Then it is necessary to design a motivation for users, that is, to give users a powerful trigger mechanism within the scope of their capabilities.

What does it mean? Take the most common poster fission as an example. By inviting others to follow the official account and giving the inviter free information, books, etc., interested users can complete the corresponding actions. These free prizes are the "motivation" for users to complete corresponding behaviors; inviting others to follow the official account is an action that users can do within the scope of their network, and these actions are the "abilities" of users; and after users complete part or all of the required conditions, they will receive reward reminders or progress prompts, which serve as a "trigger mechanism" to stimulate users to repeat the corresponding actions.

Then we can stimulate users to share by strengthening these three elements and strengthen their motivation to act. Here are three methods:

The first one is the contrast effect: it is to let users see the difference between completing an action and not completing an action. For example, I was attracted by a derived course some time ago. He told me that it is very troublesome and time-consuming to deal with a bunch of data. This course can help you learn how to quickly capture data, process data, etc., and your efficiency will be increased exponentially. I think it is really good, so I shared it with him just to experience it and experienced the 3-day basic course.

Second, environmental pressure: refers to the influence exerted by people or things around, which can inspire and influence a person's attitude. For example, the previous NetEase course that went viral, you saw that your circle of friends was flooded with it, almost everyone was sharing it, and the price of the course was about to increase, so you had to act quickly. So many people really couldn’t resist and bought it, but in fact they didn’t even listen to a single class.

The third one is the benchmark effect: This is also commonly used, so I won’t give examples. In growth activities, use celebrities, KOLs, and Internet celebrities to establish a benchmark image. It is used a lot by those who sell courses, and is often recommended by some big shot.

Regarding capabilities, the usual practice is to lower the threshold for sharing in order to increase the sharing rate. For example, when a community is splitting, we will provide users with copywriting and posters to share in their circle of friends. Users only need to forward them without having to think about it at all. Take out every touchpoint with users, continuously optimize it, and help users increase their sharing invitation rate.

But sometimes we deliberately raise the threshold to improve the quality of users. Especially for those who sell courses, when you want to share them for free, everyone may come. But if I charge 9.9 or 19.9, it may block a large number of people who want to take advantage of the money. Of course, you need to test this degree to measure what is the appropriate amount.

I would like to share a little about the trigger mechanism. During the fission period, real-time feedback is necessary to stimulate users to repeat the process. For example, when inviting fission, real-time reminders of the invitation progress are provided. When distribution fission occurs, the amount of money the user has earned is mentioned in real time. It’s very important that you feel happy when you see money constantly coming in!

The second question to think about is: How many users will each user bring?

There are two main points here.

First, through which channel are users more likely to complete the dissemination mechanism?

Nowadays, most businesses are accustomed to completing the dissemination mechanism on WeChat, but if most of your users are born after 1995, would QQ be a better choice for fission?

If you are a fan of a celebrity, you can also share your thoughts on Weibo.

The important thing is, you have to know where your users are? Then where is your fission?

The second point is whether the user has fully invited

Here is a more complicated formula. Look at the formula above that you can’t understand. This is a viral marketing formula used to calculate the K value of transmission. It is enough for everyone to know it, but it is quite complicated to actually calculate it. In fact, it is not necessary to be so troublesome. As we will talk about later, fission is not something that can be done in one go. As soon as the event is over, you need to calculate how many people each user can bring on average.

K = new users invited to register / number of users actively invited

It’s not difficult to use this formula. The total number of people is the number of people who can initiate fission. Then you adjust your fission plan, whether it is prizes, copywriting or posters, and find the best way after multiple tests.

So why don’t they go all out and share? The key lies in whether the motivation is strong enough. If you invite 10 people to download the APP and you will get a pencil and an iPhone 11 for free, of course everyone will try their best to invite them for the iPhone 11, but no one will be interested in the pencil.

We also have four principles for choosing rewards as motivation for users:

• Related to your company
• What users really want
• This is what we can really provide
• Low price, more quantity

As for the low price, how low is it? We can calculate based on user value and user acquisition cost. Generally, the cost of acquiring new users can be 5 times lower than the user value. For example, if the value of a user is 100 yuan, then we can choose prizes with a cost of less than 20 yuan. Of course, the marginal cost of virtual courses is almost zero.

The third question that needs to be considered is: how to get users to convert or stay in order to reduce the cost of fission!

This is actually a very large topic. In fission, I will only share 2 methods:

1. Let users bring you a new user within 3 hours;
2. The user converted within 3 hours.

The first one should be easy to understand. Just pull someone to replace you, and then you can leave. Regarding the second one, I would like to share two magic numbers: after a user repurchases once, the retention rate increases by more than 30%; after five purchases, the user becomes loyal and the retention rate increases to more than 60%. Therefore, you hope that every time you contact your users, you can try to get them to make a transaction. The more transactions they make, the higher your retention rate will be.

5. How to operate fission on a large scale

Fission is to increase existing traffic exponentially. Fission itself has stages.

The first stage is the cold start stage. The core of this stage is not to pursue the growth speed, but to verify the growth model and find key nodes among the users participating in the fission - nodes that can bring users on a large scale;

The focus of the second phase is to maintain the node and find ways to make users more willing to participate in the node, thereby acquiring customers more efficiently;

The third stage is to verify that the existing model can be scaled. There are many pitfalls in this stage, including the possibility of being restricted by the rules of the communication channel, but if you don’t go through this stage, you can’t enter the next stage;

The last stage is the stage of pursuing the growth of fission speed.

Please note that the value presentation of fission to users may need to be adjusted at different stages. While undergoing fission, we need to pay attention to the health of other indicators.

Concerned only with the number of users is a narrow and low-quality entry strategy. Only by constantly reviewing the periodic data and paying attention to the behavioral data of each batch of fission-entering users can we ensure that the fission is healthy as a whole.

Author: Class has something to say

Source: Lei Lei has something to say