Mutual Finance and Credit "High Cost-Effectiveness" User Growth Method (Routine)

The cost of acquiring customers in the Internet finance sector has remained high, with a single activation cost of 200-300 yuan and a single borrowing/spending cost as high as thousands of yuan. Such costs are not affordable for many companies. So in addition to the app store placement, ASO, information flow placement and cross-industry cooperation that we know about on the platform, what other more cost-effective ways are there to acquire customers?

What I want to share today is a relatively cost-effective method – “old employees bringing in new employees”. So let’s take a look at what tricks the major companies have used to bring in new employees.

This article analyzes the "old customers bring in new customers" in the Internet finance credit industry. We will analyze the platform, activity name, activity location, activity form, user gimmicks, activity rules, activity purpose and advantages and disadvantages. Let's take a look at how "old customers bring in new customers" helps companies use existing users to attract new customers:

First of all, we have sorted out all the "old-to-new" gameplays currently being carried out by 360 Borrowing. We will analyze them one by one later. From the table, we can see that 360 Borrowing's old-to-new gameplays are "all kinds of tricks" to meet all the possibilities of user invitations:

Activity 1: [Win an iPhone X by drawing a lottery every day]

The "old bring new" task is made into a task, and users get the chance to win the lottery through a lottery. The more people you invite, the more times you win and the greater the probability of winning. This activity is also the biggest gimmick of iPhone. At the same time, borrowing money and following public accounts are also used as tasks to get the chance to win the lottery. There are pros and cons. The analysis is as follows:

Activity 2: [Earn cash by inviting - get 100 yuan for every person you invite]

Some students may say that this method of “old employees bringing in new employees” is just like giving money away directly. The answer is yes and no.

On the one hand, in order to increase the number of new users, on the other hand, we still need to avoid more "wool parties". In the invitation link, this activity first sets up a platform interest and fee coupon for inviting friends to register, and then the activation quota small reward of 18 yuan is given priority, and then the 88 yuan cash will be issued after the new user borrows money, which will avoid a lot of wool. It is very clever in guiding the new user's registration path, using "hundred-yuan red envelopes" as a benefit hook to guide new users to register. There are pros and cons. The analysis is as follows:

You should know that the registration process of the Internet finance credit industry itself involves a long process including ID card, bank, face scanning, contacts, risk control, etc. It is not easy to acquire users. Overall, directly giving money is still a very effective method. The author has personally tested it and it works!

Users also like this straightforward method, but they must consider the risks of the wool party, because 360 ​​IOU early repayment requires the interest and handling fees of the entire account period, so it is not cost-effective to borrow money just to get wool. In other words, you want to get the 88 yuan cash reward after borrowing, but 360 IOU focuses on the interest and fees of your entire account period.

Activity 3: [#Partner# We lend money and you collect interest]

This interest sharing method is a more "advanced" way of playing. The only way for old users to get rewards is to invite new users to borrow money. This means that it is difficult for "wool parties" to get rewards in this way, but it also means that old users must "precisely attract customers". There are pros and cons. The analysis is as follows:

By the way, one of the better things about this activity is that the sliding loan amount in the "income calculator" will correspond to the estimated interest, giving users who participate in the activity "upfront" interest temptations and activating users' willingness to invite others.

Activity 4: [Invite friends] Increase credit limit with no interest

The invitation method of increasing the credit limit can better motivate users who want to increase their credit limit. Friends who activate their credit limit can get cash red envelopes, and old users can get the chance to draw for a credit limit increase. The gimmick of increasing the credit limit can surely attract some users to participate, but it is unknown how much the credit limit can be increased. There are pros and cons. The analysis is as follows:

Activity 5: [Interest-free Carnival for All] Invite to Get Coupons

Invite friends to register, and they will receive 12 coupons for free first installment. The rewards for old users vary depending on the number of people they invite. Combining the rewards for old users with coupons can increase their enthusiasm. Old users themselves have strong spending needs.

The upper limit of coupons per issue is 65 yuan; the credit cost is estimated to be about 34-65 yuan. Early repayment will be charged the full account period interest fee + 3% early repayment fee. There are pros and cons, as analyzed below:

Activity 6: [Dismantle Cash Everyday]

The daily cash-split gameplay is a way to stimulate users to share frequently. It attracts users with "pre-placed" red envelope rewards, and then users share and get red envelopes. However, the red envelope rewards are lower than the withdrawal threshold. If you need to withdraw cash, you must be invited to reach the withdrawal threshold. If you cannot reach it on the same day, the red envelope will be invalid the day before the next day. And so on. There are pros and cons. The analysis is as follows:

The above is the invitation sharing of 360 IOU, now let’s take a look at the invitations from other platforms!

Activity 7: Yirendai - [[Invite friends to borrow money] Earn 3.8% rebate]

The rebate method of Yirendai is actually the same as 360 Jietiao's [Partner], but in Yirendai's activities, the rebate standards are more detailed and layered, real-time rewards + additional monthly rebates and secondary rebates, which have advantages and disadvantages. The analysis is as follows:

Activity 8: CMB Financial Services - [Earn 160 yuan every week]

The statistical cycle is weekly. The top three invitees each week will receive activity rewards, and the activity rewards will gradually increase, which will increase the motivation of users to invite and invite again. However, after users invite 3 people per week, there will be no new invitation actions, and the incremental effect on the activity itself is limited.

Activity 9: Baidu Youqianhua-[Friends become rich friends]

Friends become rich friends. Together you have money to spend is to directly invite them to activate the credit line. Old users get 10 yuan/30 yuan cash rewards, and new users get 7-day interest-free coupons. The risk of this method is that the 30 yuan credit reward may bring more wool party users and more new users to open credit lines, but they are not the users that enterprises want most.

Activity 10: Weilidai-[Invite friends to get up to 200]

The mentoring of new customers by old customers at WeBank can basically be seen as a fusion of “Baidu + CMB Financial Services”.

Divide into groups of 3, invite the first and second users, and the new and old users will each receive a red envelope of 5 yuan. The third person invited will receive a random red envelope of 50-200 yuan, and the cycle will be repeated in sequence.

The editor has calculated that the basic per capita credit (activation) cost is between 20-25, which effectively curbs the wool and expands the number of invitations. However, this invitation method cannot be effectively used.

Wechat's Weilidai is a credit business. Basically, most of the credit lines that can be opened will be actively opened to users in the form of internal testing, which means that the number of new invitations is limited. Moreover, there is basically no need to download any APP to open Wechat's Weilidai, and there is no operation process. If you are eligible to open it, you can get the credit line with just one click.

Activity 11: Xiaomi Loan-[Xiaomi "Partner"]

Xiaomi Loan's "partners" look more like an upgraded version of 360 IOU and Yirendai + Baidu. In addition to offering 15-199 yuan rewards for activating the credit limit, it also stimulates the spending of Xiaomi's premium loan products for profit sharing, and then adds agent rewards, which stimulates the rewards for user invitations to a greater extent.

Activity 12: JD Finance-[Expanding Lucky Bag + Invite Friends]

Activity 13: Paipaidai-[Invite Friends to Fight]

In fact, different platforms have different businesses, different user scales, and different levels of activity, which will affect the effect of bringing in new users. This article only analyzes from a general perspective. At the same time, there are many optimization points, such as increasing the exposure of bringing in new users, not only in the form of activity banners, but also adding product function entrances——

Finally, to sum up, the basic principles of old and new members in the Internet finance industry are as follows:

In addition to optimizing the invitation rewards and adding new invitation entrances, the editor also optimized and sorted out the key nodes of the entire invitation path -

The above are several commonly used "old-to-new" methods used by Internet finance credit platforms. You can adjust them according to the actual situation of your own business. Overall, old-to-new is still a relatively cheap way to acquire customers. You need to pay attention to two points. First, add more people to invite, and second, control the wool. It does not necessarily mean that the more the better. It is definitely okay to have some. The key is whether the effect of the newcomers is acceptable.

Author: He Jie

Source: He Jie