How to effectively use the AARRR model to acquire and convert customers?

Taking two activities as examples, this article shares some design methods for the two aspects of Acquisition (obtaining user participation) and Activation (stimulating activity) in the conversion funnel model to help everyone understand the conversion funnel model.

Self-service conversion mainly includes the platform's sales path, user conversion tools, and operational activities.

How operational activities achieve our growth goals is closely related to the activity’s “AARRR” conversion funnel .

In this article, I will share with you some product design methods for Acquisition (acquiring user participation) and Activation (stimulating activity) in the conversion funnel model to help you better understand the conversion funnel model.

Figure 1-AARRR conversion funnel model

This article will use the two recently designed activities, the New Year's Eve Carnival and the Monopoly Children's Education Insurance pre-sale, as examples to illustrate.

1. Design a way to reach out and get the number of participants

Before the event starts, we need to first extract the characteristics of the users who will participate in the event , and then design a complete way to reach these users and let them know about the event.

There are three main ways to reach users:

1. Message Reach

Message reach refers to: public account picture and text push, public account template messages, mini-program template messages, in-app message reach, mobile phone SMS reach, etc.

The main purpose of message reach is to awaken silent users and invite more loyal users to participate in activities.

Figure 2-New Year's Eve Carnival Public Account Push

During the New Year’s Eve carnival, we used lighter public account tweets to acquire the first batch of users, which caused less interference to users. The first batch of users reached are those who are willing to read tweets. Compared with reaching a large range of messages, this method of obtaining information will be more accurate.

When users have already paid the cost of reading , the resistance to participating in the activity will be smaller, and the core seeds will be of higher quality.

Figure 3- New Year's Eve Carnival Event-Book now to get a gift

At the start of the event, the benefits given to users were not distributed. In order to prevent users from leaving due to missing out or forgetting, we designed a reservation function in the New Year’s Eve Carnival to help us reach and activate users’ next steps.

These users who are truly interested in the event are an important force for the subsequent fission of the event.

1. Behavioral Reach

Behavioral reach refers to the feedback of users on their behaviors during the operation process within the application . During the event, only users who meet the participation rules will receive feedback.

Figure 4- New Year's Eve Carnival Event - Try your luck with red envelopes

In the New Year's Eve carnival event, the designed behavioral feedback is: after the user completes the insurance, a lucky red envelope will be issued.

This kind of behavioral feedback is a return of benefits to insured users, which reduces users' rejection psychology through benefits, thus finding users accurately and improving the effect of drainage.

1. Social relationship chain invitation reach

Social relationship chain invitations are a way to acquire participating users and stimulate activity.

After accumulating enough seeds using the first two methods, we need to let the seed users invite more users to further expand the funnel of participation in the event.

Only by making it easier and more willing for users to participate in invitations can the fission effect be better.

What kind of sharing method will be more popular among users?

Next, I will share with you the sharing method product optimization during the New Year's Eve Carnival:

3.1 Share the event page

Compared with the Double Eleven event, the overall number of tasks has been reduced, allowing users to focus on sharing and insurance tasks, avoiding user loss due to choice.

Secondly, the cost of the activity will be controlled through other means, and the amount of red envelopes that can be obtained by sharing will be increased from 1 yuan to 2 yuan, thereby improving users' psychological expectations and desire to share.

Table 1- Activity sharing data comparison

This design resulted in a sharing increase of more than 100%, and the activity sharing rate (number of sharers/number of activity participants) increased by 8%. But the disadvantage is that the acquisition of user data is sacrificed , and the subsequent conversion strategy formulated for users will be vague or even wrong.

3.2 Share your lucky red envelope

Another core way of sharing is the one mentioned above: lucky red envelopes issued to users after they purchase insurance . The lucky red envelopes can be shared by users, and incentives will be given to users again after all the lucky red envelopes have been received.

Table 2-Comparison of activity lucky red envelope data

In Table 2, the red envelope collection rate of the New Year's Eve Carnival event increased by about 15% compared with the Double Eleven event. The number of people collecting lucky red envelopes increased, which to a certain extent reflects that the user sharing rate of lucky red envelopes has increased.

During the New Year's Eve Carnival event, the total amount of red envelopes will remain unchanged, and the number of red envelopes will be reduced from 10 to 5. Reducing the difficulty and allowing users to receive more amounts also makes it easier for users to receive incentives again.

Judging from the incentives issued after the lucky red envelopes are received, this time we have adopted a card that doubles the withdrawable amount, which affects the amount that the user can finally withdraw. Compared with the red envelope amount that may not be withdrawn, the incentives obtained are closer to the final withdrawal.

Sharing becomes simple, incentives make users more interested, and fission efficiency is higher.

2. Design product clues to stimulate user activity

After broadening the funnel of participants, we will then stimulate the activity of users entering the event , rather than just taking a look and leaving.

When users are new to a product, they are unfamiliar with it. We want users to focus on one thing along the clues of our product, reducing their thinking and choices.

Figure 9-User Guidance Clues

Take the Xiaoyusan Insurance Education Fund pre-sale event as an example:

1. Attract people to stay and get to know them first

Figure 10-Education Fund Pre-sale Activity-Head Picture

In the header image of the education fund activity, "children" are used to target people such as "parents" , and the benefits of "999 yuan red envelope" are used to attract users to stay.

Before users view the product in detail, first summarize the product's highlights and place them on the first screen so that users can quickly understand its advantages and reduce their hesitation.

1. Guide user actions and obtain user information

Figure 11-Education Fund Pre-sale Activity-Core Module

Next is the core module, which guides users to pay the deposit in advance. If the user is still hesitant, when scrolling down to view the detailed insurance introduction, the suction button will slide with the page, giving the user a convenient entrance to pay the deposit in advance.

Before users pay a deposit, the activity does not guide users to share. Only after completing the core behavior of prepayment will we begin to guide users to complete other behaviors. There will not be two centers of gravity at the same time at each stage, distracting the user's attention.

Figure 12-Education Fund Pre-sale Activity-Prepayment Deposit

After the insurance goes on sale, we need to notify users who have prepaid deposits, so the design of obtaining user information is placed in the prepayment process.

In order to reduce interference with user payments and reduce churn rate . The mobile phone number is optional in this process and will be filled in by default with the user's historical mobile phone number. For users who have not filled in their mobile phone numbers, the payment process will not be blocked. Instead, after the payment is completed, it will be determined whether the user follows the official account, and the payment completion page will be used to guide the user to follow the account. This serves as a fallback logic to prevent failure to reach the user.

An obvious flaw in this activity is that, assuming that users do not pay a deposit in advance, I have not designed a better way to collect user information elsewhere, which makes it likely that many users who are interested in insurance will be lost.

1. Retain users, build trust, and continue to convert

After the user completes the prepayment action, how to retain the user and get him to return to this activity?

What kind of conversion strategy should be formulated for users?

For users who have already completed transactions, we hope that they can complete more orders. For users who have not completed a transaction, we will guide them to complete their first order.

Different types of users have different conversion methods. Regarding user retention and conversion, I will share with you later.

at last

This article is a brief review of how to acquire and activate users in the conversion funnel. For product design, we need to think globally and understand what we want to do.

I hope this article can be helpful to everyone. Thank you for reading this. Please give me more advice in the new year.

Source: WISE