APP promotion and operation: a complete analysis of the user growth system!

APP promotion and operation: a complete analysis of the user growth system!

The user growth system is a mechanism that records the user growth curve and develops incentive operation strategies based on user growth in stages or goals. For users, it is a symbol that clarifies their identity and satisfies the vanity of the upper class; for companies, it is a means to enhance user stickiness, activity, loyalty and increase revenue. …

The user growth system is a mechanism that records the user growth curve and develops incentive operation strategies based on user growth in stages or goals. For users, it is a symbol that clarifies their identity and satisfies the vanity of the upper class; for companies, it is a means to enhance user stickiness, activity, loyalty and increase revenue. Whether it is QQ and Tieba for chatting and socializing, Taobao and Alipay for shopping, or Maoyan and Ele.me for commonly used life services. It is not difficult to find that most products with accounts will involve a user growth system. So what elements does a basic growth system need to have? Object Ordinary users or member users are mostly behavioral growth systems aimed at ordinary users, such as standardizing user behavior and rewarding the quantified growth value of a specified behavior. In addition to the behavioral growth system, member users also have an incentive growth system, which uses graded privilege incentives to induce users to complete tasks and achieve more and more powerful privilege functions. Most of the existing products use a combination of points and levels to give users perception, while using external symbols such as medals and achievements to strengthen cognition, and using tasks, privileges, rewards and other systems to provide incentives. Whether it is the perception of my own growth level or the perception of others on my growth level, it has a relatively good cognitive effect. As for the dimensions , they are tentatively defined as growth (activity) dimension, task (motivation) dimension, and activation (consumption) dimension. The growth (activity) dimension refers to the daily growth rate of ordinary users or member users, or the increase in growth value through a fixed behavior (accumulated shopping amount on Taobao, check-in on Tieba). The task (motivation) dimension is to achieve the purpose of increasing growth value through additional user behaviors (click the panel icon to enter the member homepage). The activation (consumption) dimension refers to the one-time large growth value obtained through consumption, such as annual fees. In addition, most mature user growth systems will also involve growth value deductions. For example, when a membership expires, most user growth systems will formulate corresponding growth values ​​and level systems. On this level growth curve, the above dimensions are used to develop. In fact, the dimensions do not need to be divided so clearly. They can also be divided according to difficulty. Those with low user operation threshold costs are simple and easy to obtain, while those that require users to perform multiple steps of operation are complex and rare. In any case, these are what need to exist in the growth system. The contents to be quantified include: the growth value corresponding to the level, the growth value corresponding to a specific behavior, the daily growth value limit and its relationship with the level experience, and the distribution of growth values ​​that can be obtained by dimension. The growth system of Maoyan Movies is shown in the figure

Level system: Lv.1-0 Lv.2-100 Lv.3-150 Lv.4-200 Lv.5-300 Lv.6-450 Lv.7-700 Lv.8-1000 Lv.9-1500 Lv.10-2200 Lv.11-3200 Lv.12-4700 Lv.13-6900 Lv.14-10000 Lv.15-15000 Lv.16-22000 Lv.17-32000 Lv.18-47000 Lv.19-69000 Lv.20-100000

From the trend chart of the difference between cat's eye level experience and equal infrastructure experience, it can be roughly seen that the level experience or growth value shows an exponential distribution trend. I was bored and found that if I only logged in every day, at a growth rate of 10 points, it would take about 27 years to reach Lv.20. If you add sharing, rating, commenting, and consuming once a week, it will take several years. Consumption-related user behavior, 1 yuan = 10 points. Usually the price of a movie is 20-70 yuan. Calculated at 45 yuan, a movie will have about 450 points. There are 18 movies per month. If you watch every movie, you will have a growth value of about 8,000. In more than 2 months, you can reach level 15, and in a year you can reach the top level. For a normal person, watching one movie a week is also considered a high frequency. Counting 4 movies per month, it will take more than 8 months to reach level 15. (Okay, I didn’t count it that way, I was just being bored (。・`ω′・） ). This is why most of the users seen in the community are below level 15. The distribution of the number of users is negatively correlated with the level. Looking further, Maoyan has established a growth system from three dimensions, namely basic operations, UGC, and consumer power. It is not just a tool. We hope that users will produce content, share content, digest content, and consume movies. We hope that users will be more active on this platform, use this product more frequently, and generate higher-quality UGC content to form a barrier. It can be seen that a complete growth system can connect with everything about users and allow products to guide user behavior. However, perhaps because the function was only iterated at a later stage, Maoyan’s current growth experience is more like an ancillary consumer product, a product produced after user consumption, rather than a driving force for consumption. Because the only thing that users get in return for their growth is the cool appearance of an identity badge (the next dimension of motivation), perhaps for most users, this external appearance is not attractive enough. Therefore, the growth system here is more like a by-product, and Maoyan is no longer a tool, but a community where users interact with each other. This kind of identity differentiation is very necessary in a community. It is a reflection of the self-realization needs of proud humans. Although it is not the focus, I believe that the user growth system can be more perfectly combined with privileges, tasks, rewards, etc. in the later stage. Baidu Tieba related growth system is shown in the figure

Users gain experience through three main methods: signing in, posting topics, or having high-quality topics featured. Experience is exponentially distributed with level. There are privilege-related restrictions before level 6, and after level 6, it is mainly perceived by identity badges. Although the system is simple, "any post I make is of the standard fifteen words." Tieba is an interest-based community. The users of each Tieba are a collection of fans with similar interests. The user aggregation is high, the user behavior is single, and the growth experience is all related to the users' commonly used active behaviors and UGC.

Related points accumulated 1

Related points accumulation 2 You can see that daily sign-in will get 12 points after 2 days, and the accumulation of 4 behaviors will not exceed 10. Here you can see the growth system of super members, but the differentiation is not big. Baidu Tieba's super membership is more about privileges and rights, and is less linked to growth. The experience gained from replying to a post is usually below 30. If the actions are accumulated, you can basically gain 20+ experience points every day. This is several levels more difficult than Maoyan's growth system, because there are enough Tieba users and the bar has been around for a long time. Under this premise, to some extent, the Tieba level is also what many people pursue and yearn for. However, if it is a new product, this hard-mode growth system may be daunting. This reflects a user's motivation and is also an incentive, which is the personalized title of the forum owner for a certain forum. Not only is it strongly related to the content of the forum, but the personalized title is also attractive enough. This is the motivation I will talk about next. QQ and its members' growth system QQ levels have been with us since the beginning of the product. Unlike Tieba, the growth system is an indispensable part of QQ. Many of QQ's business systems also revolve around levels, such as members and super members. QQ Member adopts a visual approach to allow users to directly see their current growth status, expected growth plan, and growth curve comparison. Users no longer need to make calculations and comparisons by themselves, which is the cleverness of membership.

From the daily growth value of QQ members, you can see that the growth value = daily growth value + task growth value + activation growth value - non-member growth value decrease. QQ members use formulas to clearly express the growth dimensions, allowing users to purposefully increase the corresponding growth value based on their current situation. Negative growth is also introduced here, that is, the growth value decreases when not a member. This kind of feedback is beneficial to the growth system of membership and fee-based types. It can boost revenue to a certain extent. Combined with three-dimensional reminders such as payment collection, users can realize that they may lose a lot of their accumulated growth value if they are not members, and thus continue to maintain their membership.

QQ member current growth value yellow diamond growth system

Yellow Diamond Growth System

The formula for calculating the growth value of yellow diamonds is that the graded growth value curve of yellow diamonds is not as steep as that of members and forums, and the basic growth value is also linked to the activation. Since the growth of the first 7 levels is relatively even and there have been direct level-up activities before, the distribution of yellow diamond-level users is more on the two sides and less in the middle. This is different from Maoyan, Tieba and QQ members, where the number of users decreases as the level increases. It can also be seen that during the non-yellow diamond period, the corresponding growth value deducted accounts for a larger proportion. After saying so much nonsense above, what can we conclude?
  • The growth value corresponding to the level is the structure of the entire growth system. The growth experience is generally exponentially distributed with the level, and the growth difficulty indirectly affects the number of user level distributions.
  • The growth value corresponding to a specific behavior generally includes a basic growth value (daily acceleration) and a growth value that requires additional operations from the user, which respectively serve the purpose of user growth perception and user behavior guidance. According to mathematical relationships, when users only have daily basic growth values, it usually takes more than n years to reach the highest level. A single behavior is generally around 10, which is an acceptable psychological range for users. The growth value of additional operations needs to be allocated based on product orientation and the difficulty of operation. The basic behavior of guidance generally does not exceed the basic growth value of the day. Strong guidance such as activation and consumption will give a higher growth value. The higher the growth value, the more users are expected to perform the operation.
  • The upper limit of daily growth value and its relationship with level experience. The upper limit of daily growth value is generally the upper limit of a specific behavior. UGC content and high-quality content generally have higher upper limits.
  • For the member growth system, it is necessary to deduct growth value during the non-membership period.
  • The quantified growth system must make users aware of it. Visual graphics and curves are one of the best ways to do this. Only with a sense of level can users know the role of the system and understand how to obtain higher growth values ​​through tasks, activities, daily growth, consumption, etc. Don't let users look at complicated formulas.
excitation The reason why users care about growth must be for a purpose, and that purpose is nothing more than the incentive we give to users. User incentives related to the growth system include tasks, privileges, rankings, identity badge levels, points redemption, and activities. These include those with level restrictions and those without level restrictions, and there are also differences in levels. When it comes to the demand level, most of them meet the users' needs for self-realization. Taking identity badges as an example, QQ Space has a level linked to QQ Space Flower Vine. Although for most users it is nothing more than the difference between leaves and apples, for loyal users of Flower Vine, this is one of the huge motivations for them to play Flower Vine. In Maslow's pyramid of needs, the higher the level of the need, the more difficult it is to understand. Therefore, as a product planner, it is enough to know the needs of users. Based on these needs, we can create some functions that exceed user expectations and meet their excitement needs. In short, you can provide targeted incentives to users based on your own resource conditions, guide user behavior, increase activity, drive revenue, and so on. A final word: After saying so much nonsense, is a user growth system really necessary? Personally, I think it is necessary. A complete user system must include a growth system. It is like raising a child, like seeing your 0-year-old users gradually grow up, from the initial use of the product, to retention for a week, and finally becoming a loyal user, or losing. Product planners can perceive this very well and formulate corresponding growth and incentive plans based on user behavior. A good growth system can motivate users to use the product to a great extent or drive the frequency of use of a certain function. A good user growth system is also a sign of a mature product.

Author: Li Lingxiao

Source: Li Lingxiao

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