For the idea of writing, please refer to the following figure: 1. What is the user growth system?Keywords: activation, retention The growth system is a structure that quantifies user behaviors, accumulates the sum of the results and uses it as a measure of user loyalty and contribution to the platform. It can also stimulate users to stay on the platform. The growth system is a means of operation , but in many cases it is the product manager who is responsible for planning and implementing it. 2. The significance of the user growth systemFor users, a good user growth system helps guide users to use product functions, satisfy their sense of accomplishment, enjoy more and better privileges, and at the same time gain benefits from the platform (discounts, status, fame, etc.). For the platform, the user growth system can be used to understand user usage, separate users at different levels, and prepare for subsequent refined operations. Tasks designed in the growth system. That is, it is conducive to providing user stickiness and loyalty, while also guiding user output (comments, order sharing, etc.), helping to promote consumption, attract new users, etc., which is of great significance to the platform's realization of commercial value. A good user growth system is of great value in improving user loyalty and user stickiness; a user growth system without value is definitely meaningless and may even backfire. After all, users are not stupid, they will not waste their precious time to help us complete our KPIs. 3. Key points of user growth system design▍Think about tasks from the user's perspective rather than operational goals For example, if you are making a fitness app, in order to give investors the following DAU:
▍The points system should be decoupled Decoupling between different products In large companies, if you want to apply for company-level virtual currency or if one business unit wants to use the growth system of another business unit, various means are often required to approve the application, and there are also many application restrictions. This will limit product development and lack flexibility. The virtual currency systems should be appropriately separated between products, and exchange capabilities should be provided between different systems to bring convenience and control risks. Decoupling within a product For example, virtual currency that is equivalent to cash should be distinguished from operational rewards and rewards obtained by users for participating in platform interactions, so as to avoid cash loopholes that give brushes an opportunity to exploit. ▍The system should reflect the core business characteristics of the platform For example, in a mother-and-child community, the currency name may be baby; the daily tasks of a fitness app are set based on the type, frequency, and duration of exercise; an e-commerce platform sets tasks and distributes incentives around purchases, payments, and order posting. ▍Incentives are perceptible When users upgrade or receive rewards, you should be careful not to harass them, but you should also not fail to notify them. The notification method should be platform-specific and novel (refer to the level display of Mafengwo in the appendix). Gaining 1 growth value by clicking a like is not enough to excite users, the value can be set larger. ▍The system should be sustainable Scalability should be considered in the early stages of system design. If there are fewer levels, a growth value recovery mechanism should be considered. When calculating the growth system, consider whether the current design reserves enough operating space. You cannot organize a few activities to reward users and then have all the users participating in the activities reach the maximum level. You also need to consider how long the current level system can be used, how long it will take to add more levels, etc. (In general, existing levels should not be modified, as this may result in downgrades and other unpleasant phenomena for users). 4. The form of user growth systemThere are many forms of growth systems, such as points, virtual currency, growth values, experience points, levels, identities, privileges, achievements, medals, rankings and virtual props, and even the order of being grayed out. ▍Number of fans Closed relationship chains such as WeChat and QQ are difficult to export and convert to third-party applications. At this time, the platform needs to build its own relationship chain, and the number of fans is an intuitive measure of how much value the user brings to the platform. According to the Matthew effect , this part brings a large number of active users to the platform, and the platform can also focus on directing resources to them, forming a virtuous circle. ▍Identity Identity is generally a reflection of the identity of an entity, but it can change intermittently and does not have the ability to grow continuously. 1. Real-name authentication Depending on whether one has a physical license such as a business license or a media license, it will be converted into an online account corresponding to different functional categories. The most common are users who have registered their real names using their ID cards. These users have higher credibility and traceability than ordinary registered users. In the App, it is usually displayed in the form of a superscript in the lower right corner of the avatar. 2. Asset Level For example, credit cards are given black cards, gold cards, etc. based on different deposit amounts. 3. Activity level It is manifested as an expert system, super VIP, etc., and is generally displayed in the form of small labels in the app. ▍Level Rank is the foundation and basis of the privilege system. Levels are divided into those with validity period (JD membership level, Xunlei membership level) and those without validity period (QQ level, game level). It can be determined based on experience points/growth points, or it can be determined based on the percentage of all users, such as Ant Financial members: ▍Growth value The numerical value used to calculate the level is also a difficult point in the design of the entire user growth system. Growth value is generally not consumable, and the growth value of the level system with an effective period will be rebated regularly. The sources generally include consumption, interaction and online time, and in terms of implementation logic they are generally only used to calculate levels. - ▍Virtual Currency Virtual currency is consumable and can be used for consumption discounts, exchanges, lotteries, and interactions, etc. It may be in the form of points, **coins or some currency names that are unique to the platform. ▍Achievement system The achievement system is different from the currency or growth value rewards of general tasks. The achievement system is more about packaging a single simple task into a large task that includes multiple repetitions of a certain action, such as the SWIMMER achievement of "Capture 50 Water Pokémon" in Pokemon Go. Achievements can be expressed in the form of medals, commemorative cards, and titles. ▍Rankings The earliest invention of rankings was also for commercial purposes, which was to create business opportunities by taking advantage of the common trends of human nature. This is similar to using discounts to attract consumers. The platform can provide more reward support to users at the top of the rankings, but if the rewards are generous, it will easily lead to malicious manipulation of the rankings. ▍Virtual props Virtual props are often seen on live broadcast platforms and forums. The live streaming platform is used to exchange for cash, which is just a variation of virtual currency. The concept of virtual props seems to exist only in major forums at present. Through virtual props, you can pin posts to the top, add essence, speed up upgrades, etc. These virtual items can be exchanged for points or recharge. Live streaming platforms are used to beautify and diversify the concept of "giving money". 5. Growth value calculationCalculation basis 1. Power function The power function is generally used in platforms with more levels, such as Mafengwo and Pokemon Go. A platform with a large interactive space, a very broad scope for obtaining growth value, and easy growth is suitable for configuring more levels. Therefore, online games generally have a lot of levels, because you can gain growth value through many gameplay methods such as fighting monsters, daily tasks, activities, dungeons, upgrade bonuses, equipment forging, life skills, fertility systems, and competitions. The growth system is mainly for DAU rather than GMV. You can consider setting up more levels and configuring a larger interactive space. Example: Pokemon Go's growth system, after regressing its total experience value, we get the formula shown below: 2. Exponential Function The Fibonacci exponential function is generally used in platforms with fewer levels, such as e-commerce platforms such as JD Membership and Tmall Membership, and vertical platforms such as NetEase Cloud Music. E-commerce platforms and some other platforms do not have much room for interaction other than purchasing, commenting, liking, and logging in, so there are fewer ways to gain growth value (it is also possible that the product managers are too lazy...233333...). So if your platform has little interaction and your growth system is mainly for GMV rather than DAU, you can consider setting fewer levels. Example: The growth system of QQ members, after regressing their total experience value, we get the formula shown in the figure below. 3. Other piecewise functions The growth of piecewise linear functions is relatively gentle and the difficulty of upgrading is relatively low. Generally used when the level is not too important for the platform. The picture below shows the level distribution of LOL. The summoner level of League of Legends is actually useless. It mainly depends on the player's operating level. Because LOL has a very good team matching system, it is rare that a level 1 summoner will match you with an opponent who is the strongest king (unless you team up with a strongest king...). Calculation method Based on the user's historical data, the weighted average is used to get the upper limit A of experience a user can get every day, the set number of levels B, and the sustainable duration C of the system. Calculate the proportion of each level according to the exponential function or power function (custom coefficient term), distribute the sustainable duration C to each level proportionally, and see if the value is too outrageous, such as it takes 10,000 days to upgrade. Tencent has only been around for 19 years. If you need users to spend 27 years to reach one level, who would play... After determining that the number of days Dn required for each level is roughly reasonable, use A * Dn to get the upgrade experience required for the nth level. If you want to get the total experience required for each level, you can sum the experience of the first n-1 levels. Taking QQ members as an example, since we don't know the proportion of users with different payment methods, we will use the average of the highest and lowest as an example: Calculations have proven that no matter what function you use to calculate, the number of days required, total experience, and experience per level you calculate are basically consistent with the function used. 6. Entrance (growth value/virtual currency/points)Definition: The entry here refers to the way to obtain growth points/points/virtual currency. ▍Newbie tasks 1. Function 1) Educate and guide users to use the platform. If there is only a blank layer for beginners without any rewards, it will be very monotonous and will not give users the motivation to learn; 2) Obtain the user attributes that the platform wants. If users are simply given a bunch of forms to fill out when registering, they are likely to be lost due to too much filling out. 2. Form Bind your email address, bind your mobile phone, complete real-name authentication, upload your profile picture, complete your personal information, make your first top-up, download the app, and complete other tasks for the first time. ▍Daily tasks 1. Function 1) Increase the DAU of the app to show to the outside world and investors; 2) Internet users have the characteristics of roaming. Give users a reason to open your app once. If there is something attractive in the app, users will unknowingly spend a lot of time in your app. 2. Form Like, comment, forward, post status, read private messages, log in, sign in (single, continuous), collect and share. ▍Main Quest 1. Function The setting of tasks encourages users to use the core functions of your app, and to use them repeatedly, giving users a reason to use it. For example, if both WeChat Wallet and Alipay are available for payment, I will choose Alipay first. Because Alipay earns points for every payment, but WeChat does not. 2. Examples JD.com, Tmall - confirm receipt WeChat Wallet, Alipay - payment Are you hungry - order takeout Didi Chuxing - take a taxi AutoNavi Map - navigation Game - world view Keep - fitness NetEase Cloud Music - listen to music ▍Non-fixed income 1. Activity tasks Operational activities. Obtain a large amount of virtual currency or growth value in the short term to stimulate users to achieve operational goals, such as purchases. 2. Tips/transfers Rewards are generally a monetization method provided by content production platforms to content producers. Rewarding content generally involves readers paying cash, and content producers receiving platform virtual currency or an increase in the value of their cash account. Furthermore, the platform can set some restrictions: for example, withdrawals can only be made when the amount exceeds 100 yuan, and the platform can charge a certain percentage as a handling fee. This handling fee and the deposited funds of less than 100 yuan can generate income for the platform. The following figure shows the reward format of WeChat: The rewards on the live streaming platform are more visual, with virtual props such as flowers, airplanes, yachts, etc. that can be exchanged for cash. 7. Export (growth value/virtual currency/points)Definition: refers to something that users can get after having a certain amount of growth value/points/virtual currency. ▍Privileges Privileges are generally based on rank, status, and whether or not payment has been made. 1. Based on level For example, the Mafengwo membership system is based on different levels (see the appendix for details). The privileges corresponding to the general level are:
2. Based on identity Different identities generally correspond to physical privileges, such as airport fast lane, 24-hour personal service, fast lane to tourist attractions and 20% off on consumption. There are also different functional templates set up for different users. The most common divisions are corporate users, media users, government users and personal users. 3. Based on whether payment is made People often play games with RMB. As the saying goes, those who have money pay money, and those who don’t have money contribute their efforts. If you don’t want to spend too much time on the platform but want to get good treatment, you can pay to buy it. Generally speaking, the privileges obtained by paying money are better than the treatment obtained by working hard to earn growth points (why does it feel so ironic...). ▍Points Mall 1. Peripheral products Demonstrate a community culture, such as shopping bags, notebooks, water cups, shirts, name tags and mobile phone cases. 2. Vouchers Designs should be purchased around the core business of the platform. 3. Lucky Draw By leveraging the user's gambling psychology, we can consume user points to keep them on the platform longer, while controlling spending through probability. 4. Related Products Travel app points can be exchanged for traffic jam insurance, and travel app points can be exchanged for mountaineering bags, sunglasses, etc. 5. Sponsored Products Partners provide valuable prizes to users, and the platform brings brand exposure to partners without spending any money. Three-party benefits. However, it is not appropriate for your platform to have too many redemption items that are different from your brand awareness. 6. Others Free trial, points recharge (e-commerce) ▍Cashback on consumption For example, Jingdou, you can get Jingdou when you make a purchase last time, and use it to offset part of the amount when you make a purchase next time. It is helpful to stimulate users to consume multiple times. 8. How to build a growth system from scratch?
9. Examples of membership systems for some products▍Case 1: QQ Membership System 1. Experience Points 2. Points entry Sign in (click to sign in, automatically obtain by turning on a certain function, automatically obtain by logging in), pay money (activate or renew membership), spread the word (invite friends, share content), use functions (activate a group of 2,000 people, log in with one click), attract fans (follow the WeChat public account), and upgrade gift packages. 3. Points export Points Mall (limited exchange, limited time exchange), points lottery 4. Privileges 5. Recycling Mechanism It decreases at a rate of 5 points per day until the growth value drops to 0. ▍Case 2: JD.com 1. Growth value 2. Entrance
3. Export Jingdou with a number greater than 1,000 can be used as cash, 100 Jingdou = 1 yuan; any number of Jingdou can be used as cash when recharging over 50 yuan. Member-only products, member specials, and Jingdou redemption coupons. 4. Privileges 5. Recycling Mechanism Silver medals will deduct 1,000 growth points each year, gold medals will deduct 4,000 growth points each year, and diamond medals will deduct 4,000 growth points each year. 6. Paid Membership Member Plus¥149/year (1) Double the amount of Jingdou rewards (2) Get 5 free shipping tickets every month (3) Unlimited access to 1,000 Chinese e-books for 10 yuan (4) Free shipping and free door-to-door pickup service (5) Online customer service gives priority to answering questions and 24-hour VIP hotline service ▍Case 3: Tmall 1. Growth value 2. Points entry 3. Points export Points Mall, Points Lottery 4. Privileges ▍Case 4: NetEase Cloud Music 1. Experience value (some data missing) 2. Entrance
3. Export Exchange for headphones, notebooks, mobile phone cases, shirts, albums 4. Paid Membership ▍Case 5: Mafengwo 1. Experience Points One thing worth mentioning is the form of level display that is very consistent with Mafengwo’s positioning and image – mountain climbing. 2. Entrance (1) Growth value (2) Gold coins (virtual currency)
(3) Honey (points)
3. Export (1) Honey
(2) Gold Coins
4. Privilege system: Case 6: Pokemon Go 1. Growth value 2. Achievement System When you reach a certain amount of tasks, the achievement will be automatically activated, for example:
Each title has three levels: one star, two stars, and three stars, corresponding to different task amounts. 3. Spirit Capture Just enter the sprite capture scene without escaping: 4. Virtual Props (1) Ordinary Poké Ball Used to catch Pokémon. As long as you are willing to run around, you can get it for free at Pokestop. Of course, you can also buy it directly in the mall. (2) Advanced Ball The capture probability is higher than that of ordinary balls, but there is no obvious feeling (3) Master Ball (4) Strawberries Increases the chance of capture, but not much noticeable. (5) Camera (do not throw it away) It can satisfy the desire of selfies and people to show off, but it can only be used in battle scenes at present. It is recommended to add social sharing of screenshots and short videos of scenes such as capture, achievement, pet evolution, etc., and support sharing on Youtube, Wechat, Weibo and Facebook. (6) Ordinary potion Restore the injured Pokémon during a fight, increasing their HP by 20 each time. (7) Intermediate Potion Restore the injured Pokémon, increasing their HP by 50 each time. (8) Advanced potion Restore the injured Pokémon, increasing 200 HP at a time (9) Resurrection Stone Revive the elf that died during the challenge and restore half of its health. (10) Lucky Egg Double experience points, duration 30 minutes. (11) Mosquito-repellent coils Attract elves to your side, effective time 30 minutes. (12) Trapping module All players can see it, and the attracted elves can also be captured by other players. It lasts for 15 minutes. If there are enough players, for example, 8 players using it together, it will be very cost-effective. If 8 people use one each, they can get a full two hours of elf attraction state. In addition, it can be used simultaneously for three or even more pocket stations that are close together (many people at Disneyland put this thing). (13) Interstellar Fog Obtain: Each capture can obtain 100 consumption, which can be used to increase the CP of the elf. (14) Elf Candy Different Pokémon have different candies, and each Pokémon and its evolutions share one kind of candy. Obtain: 3 candies are obtained by capturing a Pokémon, 1 candy is obtained by throwing away a Pokémon, a small amount of candy is consumed when improving attributes, and a large amount is consumed when evolving. 5. Elf System Everyone has a habit of collecting. When I was a kid, I often bought instant noodles after school just to collect the cards inside. The recently popular Onmyoji is also a collectible type. When designing the growth system, we can consider making some peripherals into series, and some points into novel collectible items, such as cards in card games and Alipay's carbon points. 6. Dynamics Analysis (Demand Analysis) (1)Play and Challenge The movements are simple: capturing is a matter of throwing a ball, fighting is a matter of clicking and holding, and getting things from a Pokestop is a matter of swiping. Feelings: Childhood memories, playing Poké Balls with a group of friends, buying bear noodles to draw Pokémon cards and many other ways to play, as well as playing handheld game consoles such as "Pokemon". Accompany us to grow. The challenge comes from random probability events set in multiple places:
Gameplay based on geographic location can bring users together again and reshape social interaction. Exercise, keep fit, play games and run. collect. Collecting a series of things is a very motivating gameplay in itself. Few people can collect them all, and the scarcity creates an excitement point for achievement. It is very common in many marketing activities, such as Alipay’s 2016 Five Blessings campaign, McDonald’s One Piece series of dolls, etc. (2) Contradictions and Choices
(3) Timely feedback incentives
(4) Goals and Rewards Goal: Collect Pokémons and occupy gyms Rewards: The sense of honor of leaving the elves in the gym for others to admire, the excitement of obtaining rare elves or elves you loved in childhood, the emotions and dependence on the elves, the achievement of achievements, and the experience props rewards for different behaviors The sense of superiority that some people in China can play it, but others can’t (5) Fictional World By mapping one-to-one with Google Maps, the fictional time and life are made more closely related, and the Pokémon IP, which has taken root in the hearts of many people for more than 20 years, has a strong appeal. If Marvel also develops an AR fighting game based on location, many people will probably play it. The higher the level, the more I feel that the product managers are becoming lazy and unattractive...orz. It has to be said that the growth system designs of Mafengwo and Pokemon Go are still very detailed and playable. Author: Jinkey Source: jinkey-love |
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