User growth fission guide!

Fission is a standard feature for user growth and a traffic-generating method worthy of long-term investment. So what should we do specifically? How to use fission to achieve user growth? I believe this article will be inspiring.

The era of incremental Internet users has ended, resulting in increasingly higher customer acquisition costs. Taking advantage of the social relationships of old users and guiding them to recommend new users has become the main source of new users in certain business models. This method of bringing in new users, like cell division, is called user fission. The concept is not important. What is important is that it can continuously bring in new users at low cost.

Many friends misunderstand that fission is a method to acquire a large number of users at low cost in a short period of time.

Short term, low cost, and a large number of users are certainly fascinating when these three keywords are put together, but this is not the most fascinating part.

The most fascinating thing is to root the fission thinking in the entire user value delivery process, deeply integrate it with the product's business model, create a series of sharing points that can trigger fission, and form them into a deep and quiet river, bringing new users to the user pool continuously.

The power of fission lies in its ability to produce a compound interest effect. Old users share content that brings in new users, and new users can bring in more new users. In order to create a complete fission experience closed loop, we can consider it from two aspects: sharing by old users and joining by new users. The fission cyclone operation model is as shown in the figure below.

1. Sharing by old users

The sharing behavior trajectory of old users is as follows: see the sharing prompt → generate sharing motivation → start sharing operation → sharing is completed.

The primary goal of this stage is to allow more users to complete sharing operations. The main work can be divided into three parts: expanding user sharing scenarios, enhancing user sharing willingness, and optimizing the operation experience.

1. Expand user sharing scenarios

User fission is not just an independent activity placed on the homepage or personal center page. In the process of users experiencing the core value of the product, many scenarios shared by users can become detonation points for fission.

According to the location of the sharing scene, it can be divided into two categories: independent stimulation sharing activities and sharing points set on the experience path.

(1) Independent stimulating sharing activities

Users use products to solve their own needs, not to participate in sharing activities (except for business products that profit purely by invitation), so it is difficult to get users to participate in such sharing activities.

Users are willing to participate, and if the product is good enough, they can't help but share it with their friends. Or the incentive of interest is strong enough, and there will always be brave men who dare to take risks when there is a big reward.

When the cost of acquiring customers is affordable, setting rewards and reward thresholds for new and old users will be a very effective way to acquire customers. Common forms of sharing activities include:

• Regular invitation to friends activity
• Limited time group buying event
• Product distribution activities

(2) Sharing points on the experience path

When using a product, users may sometimes experience some emotional touches, perhaps completing a task, reading a touching text, or receiving an honor. Then share it to gain self-recognition or recognition from a certain circle. This type of sharing scenario is a sharing point on the user experience path, such as:

• Share a news article
• Share a song or a line of lyrics
• Share your own sports track or medal of honor
• Educational products: full score test papers, wrong answer tables, mastered knowledge points, etc.

This type of sharing point does not require strong interest incentives and can significantly reduce customer acquisition costs. Therefore, without affecting the normal use of users, exploring as many sharing scenarios as possible is a focus with a high input-output ratio.

2. Enhance users’ willingness to share

When a user decides whether or not to do something, there are two little people fighting in his mind. The struggle between positive forces and negative forces determines the final user behavior. Positive and negative forces usually arise in the following places:

(1) Is the sharing reward attractive enough?

Strong interest incentives will change the behavior of many people. The stimulation effect is affected by two factors:

① How much benefit can be given to users while keeping the customer acquisition cost affordable?

Here you can choose some rewards with no marginal cost, such as e-books, video lessons, electronic materials, software tools, etc. The cost of this type of reward for 10 people is almost the same as that for 1 million people.

②How much of the benefits given to users can users truly perceive?

The value that users can truly perceive is the value that really works. It is a serious waste of resources if the rewards given are not perceived by users. In the online education industry, the price of a one-on-one lesson is 100 yuan. Which is more attractive: an invitation reward of 500 yuan in cash or 8 one-on-one courses? For users, 8 courses are worth 100×8=800 yuan, so 8 courses are definitely more attractive. However, the cost price of the platform is 40 yuan per class, and the platform cost is 400 yuan. Therefore, it is necessary to set up as many reward methods as possible that can both reduce resource input and amplify user perceived value, so as to achieve efficient resource utilization.

(2) Whether the shared content is consistent with my circle identity

The content shared by users represents their own insights, cognition and cultivation, that is, their own personality. Users are unwilling to share content that is inconsistent with their personality. The following are the types of content that influence user sharing:

• Content with strong advertising attributes. It is necessary to reduce the advertising attributes of shared content. Reducing advertising attributes may affect the conversion rate of new users. How to maximize the conversion rate needs to be repeatedly considered in actual work.
• Content that does not match the cognition of my circle, such as "The cause of cancer has been found, tell your family quickly!" and "Eating these two foods together is as toxic as arsenic!" that I often see in family groups.
• Content that can easily cause people to feel emotionally kidnapped, such as strangers’ Waterdrop Fund raising.

(3) Whether the shared content has altruistic attributes

Let old users feel that the content they share is like "giving benefits" to friends. Such win-win content can often stimulate users' willingness to share. For example, if you invite a friend through the APP, both parties will get a 20-yuan coupon for purchasing courses.

3. Optimize the operating experience

Expanding user sharing scenarios and enhancing user willingness to share is to get users to start sharing. Whether it can be successfully completed in the end depends on the operational experience of the entire sharing process.

First of all, there shouldn’t be too much learning and operating costs. Secondly, the invitation progress needs to be clearly explained, including how many users registered and how many users made purchases. When a new user's status changes, there should be a clear message reminder.

The above are the issues that need to be paid attention to in the sharing process of old users, expanding the scenarios, increasing willingness, and optimizing the experience to ensure that the content is shared and seen by new users. The next step is to guide new users to join.

2. New users joining

New user onboarding refers to the entire process of seeing content shared by friends → becoming interested → clicking to learn about the product → registering → finally paying (or becoming an active user).

In order to enable users to complete the entire process healthily and happily, we can start from the following three aspects:

1. Sharing

Shared items refer to the content shared by old users. Usually it is a poster, an H5 page title, etc. There are three factors that influence whether a new user clicks to continue the operation:

1. Sharing source (old user). The content shared by your mentor and the content shared by the neighborhood auntie are unlikely to arouse the same level of interest in you. Therefore, try to guide some old users with certain influence in the target user circle to share, which will have an immediate effect.
2. The content shared is what kind of service is provided and whether it is what TA needs. We don’t have any K12 children at home, so no matter how good the training courses are recommended to me, I will not be interested.
3. What kind of additional services can be obtained through this sharing link?

In short, a successful share needs to be able to trigger the user's interest and create expectations in the user's heart, so that new users are willing to take the next step.

2. Landing Page

A landing page refers to a page that users enter through a poster QR code or by clicking an H5 link. This page is usually a user registration page. In this page, it is necessary to carry out the content of the shared items and maintain the consistency of information. At the same time, it is also necessary to let users perceive the core value of the service and the value of "extra services". And there are clear behavioral guidance for users to register as new users.

3. New User Experience

New users who come through fission need to have a customized follow-up experience, which means that the information must be consistent. Provide sufficient care for new users when they start using the product, allowing them to safely pass through the novice period. What you need to do here is:

1. Through some operational means, let users start the first hooked loop as soon as possible. The user addiction cycle is a very practical method to influence user behavior. We can let users start the first cycle as soon as possible to ensure that users reduce user churn. We can then continue to set up more cycles to allow users to gradually form usage habits. We will discuss the specific usage methods in detail when we have the chance.
2. Let users experience the core value of the product as soon as possible. Users may be guided to use your product by some benefits at first, but what ultimately determines whether they stay is whether the services you can provide can meet their needs. In the entire new user experience phase, it is a very important task to let users experience the core value of the product as soon as possible.
3. The "extra services" promised to users must have clear instructions to inform users how to enjoy this service.

3. Operation Case

The author provided user fission services for a training institution some time ago, mainly starting from the following aspects:

• Create a regular invite friend event and set up invitation rewards related to the course.
• Carry out 2-3 sharing stimulation activities every month, and you can get extra rewards by sharing the invitation poster.
• During the course training, more than a dozen scenarios were expanded to guide users to share, increasing the number of user shares.

The above operations established a basic framework for fission, and then through continuous adjustment and optimization of parameters such as invitation rewards, sharing incentive rewards, sharing scenarios, and sharing content, the number of fission paying users eventually increased by 700%, accounting for 65% of the total number of paying users. Due to the principle of confidentiality, the detailed methods will not be explained here. Friends who are interested can leave a message to communicate.

IV. Summary

Fission is a standard feature for user growth and a traffic-generating method worthy of long-term investment. In addition to short-term fission activities, deeply combine the fission idea with the core value of the product, make full use of the two handles of "interest" and "emotion", and make the experience of "old users sharing" and "new users joining" as smooth as Dove. I believe this will be a fulcrum for you to leverage user growth.

Author: Log

Source: Logs