Growth case analysis: How to attract new users?

Internet practitioners must be familiar with invitation activities. It is a common method used by almost all products on the market to attract new users. Old users invite new users to drive fission growth.

When you want to create an invitation event for your product, you can search for a lot of sharing and tutorial articles on the Internet, but careful operation may find an obvious but hidden problem - what is it?

Analysis of traditional invitation activities

Taking the search "Everyone is a Product Manager" as an example, 490 articles cover various invitation types such as QR codes, invitation codes, link sharing, etc., but all the invitation forms they point to are simple and crude: old user invitation - new user registration - rewards for both parties; the rewards are basically in the form of cash red envelopes, coupons, product points (beans or coins) and other value-added stimuli.

Now, when we talk about refined operations (high-quality growth), we have to think about a few questions:

1. Although this invitation method has a low learning cost for users, if I don’t have cash resources, will users still be willing to share?
2. It’s simple, crude and effective, but almost no one shares retention cases online. Should we pay attention to the ratio of freeloaders to real users?
3. When inviting people to share, can I bring out the core value of the product so that old users will stick with me more and new users will understand me?
4. Common invitation routines in the market are of these types. Users also have moments of weakness and immunity. Are there any new ways to play?
5. …

Practical analysis of gamification invitations

Product Introduction: Our product is a tool product with a three-day trial period. After the trial period expires, you need to become a member.

Product scale: The product is in the early stages and has passed the 0-1W cold start and entered the growth phase. It is urgent to complete the 1W-10W second phase transition.

Membership level: Apprentice Appreciation (equivalent to ordinary users) - Gold Appreciation (equivalent to VIP1) - and above.

Premise summary: In Internet innovation projects, many operations face problems such as lack of company resources and insufficient budget. Therefore, the early growth stage is extremely challenging for overall operational control, and it is necessary to integrate existing product resources and refine selling points. The invitation event was also like this at that time.

Activity background: How to encourage high user participation without invitation budget and company resource assistance?

Activity concept: In my opinion, we must innovate on the traditional invitation-based rewards and gameplay. Can we bring in the core value of the product to increase user engagement? For example: product basic members, active users and core users understand the product better and can therefore identify the value of membership. Membership is equivalent to value-added rewards for users.

So which users should we reach to be more effective?

1. For new users who have a high psychological threshold for first-time payment and high loss during the hesitation period - (participate in activities to get free membership and reduce loss)
2. The hesitation period for old users to repurchase—— (get membership for free, resist competing products, and increase recall rate)
3. Free upgrade to membership benefits as an active user——(Limited time only, stay hungry)

How to play the activity: users share exclusive invitation codes - friends download and use the invitation codes - both parties are rewarded with 10-day membership - if three or more are invited, they will be upgraded to gold membership - more invitations can be accumulated to continue to be promoted (limited time available).

Activity features: Remove the invitation-heavy atmosphere to reduce old users' resistance, and secondly refine product value (membership rights), package it into a limited-time benefit and open it for free, and automatically accumulate promotions based on the number of friends invited. Add gamification to create a competitive mentality.

For new users: The invitation landing page satisfies who I am - what I can do - how to get this benefit. A three-step process is sufficient. Because the product has heavy tool attributes, users understand what the product does and will automatically convert. You can try to go for emotional or recommendation-based approaches, such as Snail Reading and WeChat Reading APP; I won’t go into details here.

Invite data sharing

Before the launch of the activity, the number of new sources in a certain channel every day was: 600~900 registration conversions; after the launch of the activity, the first week was the peak period of the activity, and the daily new volume increased rapidly; after a week, it gradually stabilized.

But it is worth noting that after the new data stabilized, the activity did not become weak. Instead, the new data increased to a higher level and continued to be maintained. This shows that user acceptance and invitation willingness are stable and sustainable in daily activities.

It is worth noting that after the new data stabilized, the activity did not become weak. Instead, the new data increased to a higher level and continued to be maintained. This shows that user acceptance and invitation willingness are stable and sustainable in daily activities.

The blue part of the figure is before the activity went online, and the red part is after the activity went online. The newly added retention rate increased by about 5~7%; it can be seen that the accuracy of inviting users is relatively high (please compare and refer to the date of the newly added curve in the above figure).

Brief summary of the activity

After internally reviewing the event, I concluded that it was originally an invitation-based event, but it removed the invitation-heavy atmosphere and focused on highlighting the value of the product. To users, it seems like a limited-time benefit to obtain membership for free, making the invitation invisible, which will indeed add a new level.

According to the added costs of the industry in which this product operates, the price of a new user is approximately RMB 10-20, and the price of our product VIP1 is RMB 15. Therefore, the overall cost is controllable. If we exclude the industry, 15 yuan can be used to exchange for three new users. I think the price of new users is cost-effective for any product.

Source: Operational Growth