A brief analysis of the private domain traffic growth model!

Today, the reason why fission is so popular is that it has three major advantages:

Low cost: You only need to have original seed users and design a good fission process, and then you can continue to fission continuously, which can be said to be free advertising.

The effect is long-lasting and rapid: once a good fission marketing plan is launched through soft release, the user fission speed is extremely fast, and it will continue to spread for a long time, and businesses often have to forcibly interrupt the spread.

Great influence: Everyone has about 150 friends and relatives around them. Every time you spread the message to other users, you can influence dozens of friends and relatives, so the influence is very great.

The most important factor behind the rapid expansion of Luckin Coffee, which is well-known to everyone, is fission marketing. The first cup is free, and every time you share, you can get another free cup of coffee after the person you share with confirms receipt. Luckin Coffee took advantage of WeChat fission and gained 1.3 million customers in just four months of operation, and continues to "burn money" with confidence.

The essence of fission is users bringing users. You should know that user fission is the incremental growth of the entire user system and an effective means to quickly gather users and improve user conversion. All methods and routines of fission are an effective way to pull the trigger of human nature. If you want to achieve the fission effect, you need to guide users to share the activities.

How to guide users to share activities? You need to create a sufficient reason for users to forward the message, which requires you to fully understand the underlying logic of fission.

1. Growth model of private domain traffic

1. Growth model: traffic-retention-conversion-propagation, a variation of the pirate model

The activation process is omitted because it is difficult to determine at which node the activation should be performed in private domain operations and it is not easy to control. The key is that it is not that important, so it is omitted.

The traffic diversion and dissemination in the picture are the same thing, which is fission. It can divert traffic and spread. The main ways of traffic diversion in private domains are fission, group buying, distribution, and old customers bringing in new customers. Because of their low cost, the effect comes faster than content operation. Content operation must be done, but for non-content platforms, don't pay too much attention to it because it has low cost-effectiveness.

Conversion can be carried out at any stage of traffic diversion and retention, but different means should be used in different stages. Only refined operations can improve the conversion rate.

2. Retention includes official accounts, WeChat groups, WeChat accounts and CRM

Because the private domain here is the private domain in the WeChat ecosystem, the focus is on official accounts and enterprise accounts, as well as service accounts and apps that can do automated marketing, which is referred to as CRM.

The reason for choosing Enterprise WeChat instead of WeChat is that Enterprise WeChat has more advantages in private domain operations.

Among these retention locations, public accounts are the most superficial and can only reach users through content. Personal accounts, on the other hand, can reach users through private chats and Moments, with a higher chance of reaching them. At the CRM level, they can achieve tagged precision marketing, which is the most effective retention method.

3. Operational costs and ROI

The elements of these three parts cover the factors we need to consider when doing private domain traffic.

Secondly, we need to see how individuals improve their ability to control private domain traffic and how to determine whether you can do a good job of the operation plan in your hands.

2. Three stages of controlling private domain traffic

1. Master drainage

It can be said that if the traffic is not generated well, it will be unlikely to activate private domain traffic, and you will have to rely on luck.

The focus of fission traffic is product selection, posters, fission paths and traffic pools (also known as publicity channels).

(1) Product selection

In this process, you need to exercise your product selection ability, poster writing ability, fission process copywriting ability, explore various fission paths and tool gameplay such as WeChat and expand the traffic pool.

The basis for product selection is the SKU that is to be converted in the end. The more targeted the product selection is, the higher the conversion rate will be, and vice versa. Therefore, in the product selection strategy, it is necessary to carefully analyze the characteristics of the SKU and the corresponding user segmentation needs to hit the pain points.

If you choose to select products from a general category, you can increase traffic, but the conversion rate will be worrying, so you should be mentally prepared for this.

(2) Poster

Posters determine the amount of participation, which is very important. It is recommended to do more poster tests to improve the sense of user needs.

Nowadays, fission tools generally support multi-version poster fission, so you can compare the effects.

(3) Fission Path

The fission path includes the rules of fission, the carriers of fission (such as official accounts, corporate WeChat accounts), conversion paths, process copywriting, how to use fission tools, etc. Every detail must be polished.

This process will make you more familiar with the tool and have a deeper understanding of the changes in user awareness during the fission process.

(4) Traffic pool

It is the traffic pool that drives the start of fission, which may be advertising, one’s own community, or competitor’s community, etc.

Please note one thing here. If the traffic pool is washed repeatedly and reused, the conversion rate will become lower and lower, so the traffic pool must continuously attract new volume. Therefore, after each fission, pay attention to directing the volume to the community and personal accounts for retention.

2. Master retention

It is simple to say here, which is to retain users on official accounts, corporate WeChat, and apps. The deeper the retention, the better, and the more ways to reach them, the better. For example, creating a public account matrix to direct traffic to each other is to increase the reach channels. I won’t go into detail on the specific methods.

3. Understand costs and ROI

Improving the conversion rate is not the final outcome, so I didn’t say much about conversion. At any stage, you must consider how to improve the conversion rate and conversion volume. You must keep considering this when doing the first two stages.

However, improving conversion rate and conversion volume does not mean that the operation is successful. In the end, it depends on whether your operation is profitable, so the ultimate goal is cost and ROI.

This stage requires some new gameplay:

For example, lottery fission is to increase participation rate and reduce costs. If the product selection is good enough, the conversion volume can be increased without increasing the conversion rate, which improves ROI.

For example, blind box fission, which changes ordinary products into conceptual packaging can arouse great interest among users and also reduce costs.

However, the gameplay at this stage seems novel, and many beginners like to find novel gameplay to try, but it is difficult to master. Because if you peel back the underlying logic, you must not only consider the accuracy of product selection, poster attractiveness, incentive level, prize probability model, retention effect, conversion effect, but also whether the ROI is high.

It is a bit difficult for operators who do not have much practical experience in fission, lack understanding of product selection and users, lack understanding of incentives, and lack the ability to write conversion copy. In the end, when the effect is not good, you don’t know where to attribute it.

You can judge from your experience what stage your current abilities and experience have reached, and what kind of gameplay you should use to take your next step.

3. The three core elements of fission

1. Core Goals
2. Underlying Logic
3. accelerator

1. Core Objectives

The goal determines what you pay most attention to and what your emphasis is during fission, and the path of fission is also set based on the goal. Generally speaking, in addition to increasing fans, fission also has further goals such as attendance at classes and conversions.

Although goal orientation is a cliché, I have really seen many people try hard to solve the problems they encounter during the project execution, but in the end they find that this problem is not very useful for the ultimate goal, so they just change the rules and don't have to solve the problem.

Either you are blinded by the problems at hand, or you are blinded by newly discovered opportunities. You feel that you have discovered an opportunity to do better, and then you deviate from the route.

2. Underlying Logic

What is very important in the underlying logic is the understanding of user needs and the building of trust.

Let’s talk about some new interpretations today. Now fission is mainly divided into two forms: rigid demand fission and fission based on social relationships.

The just-in-need fission means that the products selected are very much needed by users. In such fission, product selection is often very important. The initial boost amount does not need to be too much. The just-in-need nature will detonate the activity. If you are worried that it cannot be detonated, you can learn about communication-related knowledge.

The fission based on social relationships is based on the user's sharing psychology, that is, there are things that users feel proud of sharing and have a sense of identity, but this thing is not necessarily a necessity.

For example, when operations positions were more popular in the past few years, I made a fission of an operations product and got a few names polished by big names. Anyone who forwarded the message said that they were an operations person. Moreover, many operations people at that time changed their careers, and they needed to show off after successfully landing the job, so this can be done.

However, this form of fission is very difficult now. It requires you to accurately grasp the user status and market conditions. Moreover, for products that are not in urgent need, the effect cannot be guaranteed, so the company's support is still needed.

For this kind of fission, I think it would be safer to wait until you have a full understanding of the product, business, market conditions, and users before doing it.

Then the product selection is based on user needs. The user analysis I shared last time analyzed the user's demand for the product based on the user's life cycle and user type. This is one angle.

Another angle is to think from a business model perspective, that is, like the concept of people, goods and places in e-commerce, we need to think about who our users are, what we can provide to them, and how we connect with them more efficiently.

Why is this thing important and can it affect user needs? For example:

The projects targeting offers in vocational education seem to have a fixed result, which is to give priority to the offer. But for users, is this definitely the same as the CET-4 and CET-6 exams? The CET-4 and CET-6 exams are not about competition. They just focus on whether you have passed the passing score, so the focus is entirely on whether you have passed or not.

But getting an offer is not the end for a working person, nor is it an option that must be achieved, because getting an offer does not necessarily mean that you can pass the probation period, nor does it necessarily mean that you have to rely on this product to guarantee an offer. If your abilities improve and you contact some job search channels, you can still get an offer. On the contrary, the problem is that the daily working hours are too long, you cannot persist in learning, you do not have a formed learning plan, and you do not feel obvious improvement.

However, for a product that only cares about results, it is useless to do check-in activities. What it wants is effect. For a product that values ​​persistence, it is meaningful to do check-in activities. They believe that as long as they persist on the right path, the results will come. This is how the underlying model of the product affects the gameplay of the activity.

If you understand this, you won’t even need to test some strategies because you’ll know they don’t work.

So how do we understand the product model?

Break down the elements according to product form, user needs, and ways to connect with users. The more detailed the breakdown, the better. Treat yourself as a user to feel the psychological state of each choice, and understand the reasons why you are willing or unwilling to participate in certain activities.

There is no fixed standard at this time. What matters is the depth and breadth of your understanding of products, users, and connection methods. When necessary, read more books on business models, products, and user experience. Your understanding of the essence will gradually deepen. The more experience you have in this area, the more capable you will be in coming up with exciting activities later.

For example, for people in the workplace, receiving a physical book is not a necessity. It is more like picking up a bargain. After all, there are so many e-books now, and people in the workplace are not short of things to learn. Therefore, such activities are destined to attract relatively idle and low-quality users. In the process of fission, the initial quantity is extremely important, because the probability of non-needed gifts detonating on their own is extremely low.

3. Accelerator

Accelerators are mainly divided into: startup pool, tools, and leverage.

The launch pool means that when you first launch, you should try to get as much launch volume as possible, whether it is on-site or off-site or through advertising, all that can be used should be used. There is nothing much to say about this, just push it as much as possible.

Tools include fission tools and self-developed tools. If there is no product support, you should familiarize yourself with the rules of the tool, complete the task with the help of the tool's mechanism, obtain better product support, and develop some tools that help improve efficiency, which will be of great help to the completion rate of each link.

Regarding leveraging the momentum, it actually means doing fission activities at the right time to better trigger it, such as the last test of real questions two days before the exam, etc. So the main problem is how to find the right time.

This work will be involved when analyzing the business model earlier, because when analyzing user needs, we must analyze the key stages of his entire life cycle. For example, for e-commerce users, Double 11 must be an important node.

It is recommended that you make a long-term calendar of important nodes for your users, just like you make a calendar of activities throughout the year, and then make preparations in advance before the key nodes arrive, and take advantage of the momentum at the right time.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research