Private Domain Fission User Growth Method

The user scale of private domain traffic is one of the most important goals for various brand companies when investing in private domain operations. In addition to the private domain traffic diversion shared in the last article, another way to increase the private domain user scale is private domain fission .

However, private domain fission also makes people love and hate it!

On the one hand, private domain fission activities can make full use of the sharing value of existing private domain users, use users' social relationship chains to acquire new users, and efficiently increase the scale of private domain users. It is a necessary private domain operation module.

On the other hand, private domain fission activities consume user trust and social relationships, have limited effects in attracting new users, gradually reduce ROI, and easily lead to negative user experience.

Facing up to private domain fission is the prerequisite for doing fission well.

Neither blindly advocating it nor ignoring and abandoning it, making good use of private domain fission is still of great benefit to private domain operations.

This article is the third in a series of articles on private domain traffic, sharing with you the operational philosophy of private domain fission.

01 Private Domain Fission Logic

1. The value of fission

Private domain fission stimulates sharing based on private domain users and acquires users in the user social relationship chain. It can fully utilize the user's value of attracting new users, and the customer acquisition cost is low, which is conducive to achieving rapid user growth .

In addition, fission activities are interesting to play and socially shareable, which can increase the user's activity in the private domain and better discover the value of the private domain; and fission activities have the effect of issuing rewards, and can be designed to guide user behavior in a targeted manner, such as using coupons as rewards to guide users to consume.

2. Private Domain Fission Logic

Let’s first look at the premise of private domain fission: Why would users help brand companies attract new customers?

The easiest one – because there are rewards.

It is difficult for most brands’ products and services to bring an experience that exceeds expectations, and it is also difficult to bring about large-scale word-of-mouth communication, so private domain fission is more driven by interests.

In addition, the user's trust in the brand and the gameplay design of private domain fission also directly affect the user's willingness to share and attract new users. By serving users well in the private domain and designing gameplay that matches user characteristics, the fission participation effect can be taken to a higher level.

Private domain fission has four key elements:

• Bait rewards: The internal and external rewards that can be obtained by participating in the event determine the user's motivation to participate and whether they are willing to play.
• Rules and gameplay: The fission rules and gameplay packaging of the activity determine the user's sharing method. How to play?
• Communication posters: the key carrier to reach new users, affecting the conversion effect of reaching new users, how to attract new users’ attention?
• Acceptance carrier: The private domain carrier that accepts new users affects the participation and retention of new users. How to activate new users?

Once you understand the premise and solve the four major elements, private domain fission will begin to improve.

02 Private Domain Fission Design

1. The core model of private domain fission: Fogg behavior model

The packaging form and rules presented by the private domain fission gameplay are not the fundamental reasons that affect users' key behaviors, and the risk of failure is high if they are copied.

Understanding the nature of user behavior with the help of Fogg's behavior model can more effectively guide the design and planning of fission activities.

The Fogg Behavior Model theory comes from the Stanford Persuasive Technology Lab and is named after the lab's director, BJ Fogg. It reveals the three main factors that lead to behavior:

Behavior =

Motivation x Ability x Prompt

Motivation is the driving force behind behavior. Why are you willing to do it?

In private domain fission, it can be divided into external motivations (cash red envelopes/gifts/coupons, etc.) and internal motivations (reciprocity/showing off/interest/identity recognition).

Ability is the ability to complete an action. Are you able to do it?

In order to promote the occurrence of behavior, there are two optimization directions for capabilities: one is to enhance the capabilities of the person who performs the behavior, and the other is to reduce the difficulty of the behavior itself.

Corresponding to private domain fission, effective rule guidance and education can improve users' participation ability, and a short activity path can be used to reduce the difficulty of participation and improve user participation effects.

Prompts are guides for behavior to occur. Can they make behavior occur more proactively and quickly?

Prompts also include external prompts and internal prompts. In private domain traffic diversion, external prompts include various forms of push promotions through various channels, while internal prompts use user habits and needs to make targeted designs, so that users can actively pay attention to the activities and then take action.

In private domain fission activities, there are key behaviors expected from both old and new users. Understanding and guiding user behaviors based on the Fogg behavior model is the core model of private domain fission.

2. Four major elements of private domain fission: rewards/carriers/gameplay/posters

1) Bait Reward

The bait rewards in private domain fission activities affect the attractiveness of the activities, and thus affect the user participation effect.

Decoy rewards can be divided into three categories:

• Physical gifts: such as books, knowledge maps, small appliances, and daily necessities;
• Virtual gifts: coupons, memberships, courses, electronic materials;
• Cash red envelope: money.

These three types of rewards have different characteristics, advantages, problems and disadvantages, which affect the specific activities they are applicable to:

After understanding the characteristics of the three types of rewards, more specific reward selection needs to consider three principles:

• Relevance: The rewards should be as relevant as possible to the brand’s products/services/tone;
• Sense of value: Design reward selection based on user needs and preferences to make users really like it;
• Availability: Considering the larger scale of private domain fission, attention should be paid to the cost and scale availability of rewards.

Specifically:

Let’s talk about relevance first. Bait rewards determine the participation motivation of existing users and the conversion motivation of potential users. At the same time, bait rewards also play the role of screening the precise target users of brand companies.

For example, knowledge-based paid brands are more suitable for using experience classes/electronic materials/related books, and beauty brands are more suitable for using trial packs/cosmetic bags/coupons.

The second is a sense of value. Bait rewards are user-oriented, and users must truly like and recognize their value before they will participate in the activity. How to shape the sense of value of rewards?

First, find out the user's needs and preferences through user analysis and user research, and then use the user's pursuit of practicality and scarcity to select or design rewards, such as customized rewards.

Again it is available. Availability and low cost are important conditions for the sustainability and scale of fission activities.

In the early stages of an event, it is necessary to estimate the scale of rewards and make preparations to ensure that they are distributed to users on time, in quality and quantity. At the same time, attention should be paid to the cost of rewards. Reward costs can be reduced through large-scale procurement, replacement or customized production. Using virtual gifts is also an effective way to reduce costs, but attention should be paid to the impact on the sense of value of the rewards.

2) Undertaking carrier

The carriers include WeChat/Enterprise WeChat, WeChat groups, official accounts and mini-programs, which have a direct impact on the fission gameplay, fission effects and subsequent operations.

A common classification method of private domain fission gameplay is to divide it into micro-enterprise fission, public account fission, community fission and mini-program fission based on the different undertaking carriers.

The daily fission threshold for adding users on WeChat/Enterprise WeChat is low, the risk of being banned is high, and more account resources are required.

At the same time, users have higher expectations for their personal WeChat accounts and place higher demands on operations. The use of WeChat/Enterprise WeChat fission is suitable for brand companies that have sufficient private domain operation resources and provide personalized/highly professional products.

The daily fission threshold of WeChat groups is relatively high, and one WeChat account can establish and manage multiple WeChat groups, which is conducive to rapid scale fission.

However, the community has a large user base, which is not conducive to sustainable operation. It is mostly used as a transit point for private domain operations and then screened and diverted.

The use of WeChat group fission is suitable for brand companies that have sufficient private domain operation resources and are suitable for rapid conversion of short-term services.

The threshold for the number of people to split into public accounts is high, and the service operation pressure during splitting is low. Using public accounts for fission is suitable for brand companies that have fewer private domain operation resources but have certain content operation capabilities.

The last one is mini programs. The user retention effect of mini programs is relatively poor, and they are more used as fission and operation tools. However, as an app-like app, mini programs can carry personalized and complex gameplay.

Using mini program fission is suitable for companies with strong development capabilities and certain brand power.

3) Rules of play

From the perspective of user interaction in private domain fission activities, fission activities can be divided into three categories:

• Crowdfunding: everyone helps me get benefits, such as bargaining;
• Reciprocity: everyone gets benefits together, such as group buying;
• Sharing type: I help everyone get benefits, such as invitation and gift.

(1) Crowdfunding fission

Crowdfunding fission is the most common form of private domain fission: users initiate sharing and invite new users to complete the support behavior. After reaching a certain number of supporters, the initiating user can receive rewards, and new users can continue to participate in the event and invite friends.

At the same time, there are various ways to play crowdfunding fission: task treasure, 0 yuan bargaining, opening red envelopes, supporting lottery, likes ranking... these are all different packaging forms of crowdfunding fission.

The key to crowdfunding fission design lies in rewards, support thresholds and new user acceptance:

In terms of reward design, reward pool/tiered rewards are more effective rules.

The reward pool refers to providing users with a variety of prize options in fission. Users can independently choose rewards and initiate sharing to meet their different gift preferences.

Tiered rewards refer to setting up multiple progressive rewards in an event. As the number of user invitations increases, different rewards can be received. The different sharing and invitation capabilities of users can be utilized to allow more people to participate.

The threshold for assistance needs to be designed based on the reward cost, user characteristics, etc. The number of assistors should generally not exceed 15 people. AB testing methods and capabilities are becoming more popular, and continuous testing can be carried out on the threshold of the number of helpers to verify the optimal threshold rules.

In terms of new user acquisition, the main purpose is to make full use of the sharing and fission capabilities of new users, form a fission cycle and maximize the fission and new user acquisition effect. It is necessary to focus on the design of guidance and paths for new users to further participate in activities after being invited to the private domain.

(2) Mutually beneficial fission

Reciprocal fission focuses on both the initiating user and the new users enjoying welfare rewards at the same time, thereby increasing the initiating user's invitation motivation and the new user's motivation to participate.

Interactive fission is mostly packaged in the form of group buying and team formation, combined with actions to join the private domain, such as one-point group buying, team lottery, team PK, friend benefits...

The key to reciprocal fission design lies mainly in differentiated rewards and key private domain actions.

Differentiated rewards refer to the design of different reward options for initiators and invited new users.

Generally speaking, the initiator needs to actively invite users, which costs more and should be given higher value rewards.

Key private domain actions refer to the actions that new users take to obtain benefits after joining the private domain in order to achieve better user retention.

(3) Shared fission

Shared fission emphasizes "giving", that is, users in the private domain initiate sharing and giving benefits/rewards to new users, thereby driving new users to join the private domain and convert.

The scale of shared fission in attracting new customers is relatively small, but the user experience is better and it is more suitable for brand companies that already have a certain brand awareness and strong social orientation.

The packaging and gameplay forms of shared private domain fission include 0 yuan gifts, friend cards, family membership cards, invitation gifts, give one get one, etc.

Shared fission can be divided into two categories based on rule logic.

The first type is the fission in which the initiating users share and give away for free.

A common example is users giving free coupons to friends. Specifically, McDonald's coupons can be transferred, which drives user dissemination and consumption. It can also further add rewards for the initiating user. For example, if a friend uses the coupon after the gift, the initiating user can get an additional reward.

The second type is the fission that initiates user-paid sharing and gifting. After users pay to buy the goods, they share them with friends for customized collection.

For example, Pop Mart supports users to generate greeting cards after purchasing blind boxes and share them with designated friends. Friends can fill in their addresses to receive the blind boxes.

4) Dissemination posters

Sharing posters in private domain fission are the key medium to reach new users. They can not only enhance the sharing willingness of existing users and improve the communication effect, but also enhance the viewing and conversion behavior of new users and improve the fission effect.

The copy and visual information presented by the poster has a direct impact on user behavior, and its effectiveness logic can be divided into four steps:

Attract attention → Arouse interest → Satisfy needs → Guide action

The above logic is mainly satisfied through the four parts of the poster, thereby achieving the communication conversion effect:

• Logo/Friend’s avatar nickname: highlight brand/friend information and increase trust;
• Main title and subtitle: the first point of attention, with large font size, attracts user attention and arouses interest;
• Main body introduction: the core interests are introduced, and pictures are used to increase the appeal;
• Conversion entry user guidance: guide users to scan the code and take key conversion actions.

Let’s talk about the design ideas of the key parts of the poster in detail:

First of all, the main and sub-titles play the role of attracting attention and arousing interest. They can meet the positive needs of users, such as "Master event operation strategies in 5 lessons", or they can utilize user desires, such as "Get internal information of large companies for free", or solve the negative pain points of users, such as "Say goodbye to lectures by big names that are essential for doing odd jobs".

The second is the main part, which determines whether the poster content meets user needs and whether it is truly attractive.

This part should extract the core benefits and describe them in points/icons. At the same time, make good use of trust endorsements, such as official certifications/famous figures/user reviews, and combine visual materials with copywriting to attract user attention.

Finally, there are conversion entrances and guiding copywriting to promote actions. The value can be highlighted by comparing with the original price, and the added value can be increased by additional gifts. Scarcity can also be created with a limited time and quantity, and the number of participants can be used to guide the herd, so that users can scan the code and perform key actions as soon as possible.

03 Private Domain Fission Landing

After talking about the design and elements of private domain fission gameplay, let’s continue to see how to implement private domain fission activities more effectively.

First, do preliminary verification testing.

Fission activities are highly contagious and need to be promoted on a large scale while ensuring effectiveness and user experience. Otherwise, there may be many problems such as a large number of user complaints, costs exceeding budget, and poor quality of new users.

Verification testing can be done by opening activities to a small-scale user group within a limited range to understand the basic data and key issues of the activity. AB testing can also be done to conduct comparative tests on key factors such as the invitation threshold, reward type and amount, posters, etc. to determine a better private domain fission gameplay design.

Secondly, do a good job of monitoring and optimization during the fission process.

Private domain fission activities are highly flexible and their effects vary greatly. It is necessary to monitor the data in a timely manner, understand the status of the activities, and then effectively adjust the fission gameplay rules to ensure the effective operation of the activities.

Key data such as visit participation rate, participation invitation rate, average number of invitations per person, new user participation rate, and fission level require daily attention.

04 Conclusion

Private domain fission is one of the main impressions of many people about private domains. It has important value to the scale of private domain traffic. However, fission is becoming more and more common, and users are almost immune to it. On the basis of understanding and respecting users, combined with the characteristics of brand products and services, it is also of great value to do private domain fission step by step.

Although it is becoming increasingly difficult to “get rich overnight” by gaining traffic, private domain fission can at least allow your traffic to “move towards moderate prosperity”.