An effective method for building an APP user system!

We must be clear that building a user growth system serves the purpose of improving user retention and life cycle. We should never blindly create a user growth system. Therefore, the most critical first step in building a user growth system is to evaluate user life cycle retention and ARPU value (the reference value can be adjusted according to different situations). If product retention is confirmed to have a growth bottleneck, you can consider integrating user spiritual incentives. It is recommended to start planning in the growth period after the product is launched.

Regarding typical products that build user systems, let’s first look at the following user survey to understand the tone of products that have built incentive systems.

1. Research on the forms of user spiritual motivation

From the above, it is not difficult to find that the user level system is often used in community and e-commerce oriented products. The level definition method can be roughly divided into: single type and comprehensive multi-dimensional type.

1. Single-level APP products

Definition: Users are classified according to a core dimension (usually the user's consumption value, cumulative consumption value, etc.).

Features: The grading rules are simple and can be explained to customers; user levels change regularly according to consumption values

Industry cases: Catering - recharge, aviation - mileage, travel (Didi, etc.) - mileage, Taobao in its early days - shopping amount

1. Comprehensive multi-dimensional APP products

Mode 1: Experience Points Grading

Definition: Users are graded based on multiple dimensions such as customer spending, loyalty, behavior, etc., using front-end growth value rules to inform them.

Features: The grading rules (i.e., growth value scoring rules) can be publicly explained to customers; user levels change according to growth value changes

Industry cases: video industry, etc. (growth value = activation growth value + daily growth value + task growth value - non-member decline value)

Mode 2: Model Hierarchy

Definition: Users are graded based on multiple dimensions such as customer spending, loyalty, behavior, etc., using backend model evaluation.

Features: The grading rules are not disclosed to customers, only the general standards for upgrading are explained to customers; user levels are adjusted regularly according to user conditions and models, which is conducive to controlling user behavior and level distribution

Industry case: Taobao post-production

At the same time, there are different levels, such as Mafengwo has 45 levels, and Xiaohongshu has a total of 10 levels.

2. How do user spiritual motivations empower products?

Levels and medals can complement each other, but they can also exist independently. Medals are more flexible. Many apps even only have medals (such as some typical running and fitness apps, keep, Yuepaoquan, NIKE+, etc.). Levels lay the foundation for user stratification while giving the product more stickiness and, in a sense, determine the user's growth path.

The following are several ways to empower users with spiritual motivation, which can help you solve the multi-faceted empowerment of spiritual motivation from different aspects:

1. Hierarchy system | Closed loop of rights and interests and platform ecology

Case: Xiaomi Community, born for enthusiasts

The closed loop of user growth path and platform ecology, and user rights guiding user behavior, such as priority purchase qualification, all serve the platform products;

Based on the exclusive rights of core users, they join the Xiaomi Developer Platform, are given the title of "Honorary Advisory Group", and participate in the research and development process of Xiaomi products.

1. Honor System | Medals are highly playable and can be independent sections

Case: Mafengwo

There are many types of medals: there are categories based on content, behavior, user portrait, etc.; there are development medals and activity medals; at the same time, there are limited and non-limited medals;

The board is independent and has an independent yet interactive relationship with the level/virtual currency system;

Medals are growth-oriented, cyclical, and scarce. (A medal of a certain level is obtained within a time period, and the medal is downgraded if no request is made after the time period);

The medals associated with the ranking list are more interesting and exciting.

1. Virtual Currency | Virtual Currency and Levels Should Leverage Each Other

Case: Didi

Dibi, a virtual currency system, has high value for early acquisition and fast consumption, and has significant practical significance for users;

The new version of membership has clear growth rules, upgrades and demotions, and benefits, but it is not attractive to users. For example, the package discounts are not clear, the upgrade from free to premium is not obvious, and the fast track experience is poor.

If Didicoin is introduced into the equity system, the effect should be good.

1. Paid Membership | New Monetization Model for Content Platforms

Case: iQiyi/Tencent

Platforms with a strong content orientation can try paid membership products. This is not applicable to Qutoutiao at present, but it can be used as an attempt to convert high-end users into paid members.

The "fans + IP + paid membership" model generates powerful monetization and brand communication capabilities.

Of course, in addition to the above forms of spiritual incentives, there are some that are unique to community social apps, such as the user relationship system. The user relationship system is a virtual incentive with a larger scope than levels, medals, etc., because it is also a product form. This can be used as both a product form and a form of spiritual incentive, such as Xiaohongshu. The interactive behaviors (posting, sharing, liking, commenting, following, etc.) performed by users in the virtual community allow them to satisfy their desire to show off, while also stimulating their secondary interactions and bringing vitality to the community.

UGC is a typical case of breaking the ice of user relationships, taking Xiaohongshu as an example:

The biggest feature is the IPization of content and the expertization of users, which is mainly based on the triple effects of content tags + collections, PGC + UGC combination, and amateur training + expert maintenance + celebrity communication;

Personalized recommendations for user scenarios, with content as the main focus, friends circle + expert recommendations, and geographic (LBS) recommendations as auxiliary, to create a UGC atmosphere in all aspects;

The content editing and publishing tools have been upgraded to include professional filters and personalized stickers to satisfy the "show" requirement. At the same time, they standardize posting habits, facilitate user management, and stimulate UGC enthusiasm.

Based on the above introduction, the core points need to be expressed as follows:

1. Determine whether your product is at a growth bottleneck, whether the user life cycle ratio is coordinated, and then determine whether it is necessary to introduce a user level system;
2. User research: Research the incentive forms that users prefer, understand their core demands, and improve operational data indicators (retention or continuous activities, etc.) through strategic design.

If you have any questions, please feel free to communicate with me.

Related reading:

1. User operation: How to build a user system that conforms to product strategy?

2. User system construction: analysis of user grouping methodology!

3. How to analyze user needs and build a user system?

4. How do operations build your user system?

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

6. User operation examples to create a lost user recall system

Author: Cao Ye

Source: Calm Master Cao