Case analysis: How to increase user growth?

1. The original starting point for driving growth: the aha moment

2. User Lifecycle - Cognition: What are the brand’s “to-do tasks”?

The first part of the Bagua model is cognition. Before users come into contact with the product, what methods do we use to solve the growth problem? Our supply strategy is brand.

A brand is a long-term traffic pool. Building a brand is not just about increasing awareness and reputation, but also about incorporating it into the entire growth logic.

Therefore, before building a brand, you must first clarify what the brand’s “to-do tasks” are.

For example, VIPKID and many educational institutions regard referrals as the core of growth. So if your growth core is referrals, then the brand’s to-do tasks should serve your referrals.

Now, with the diversity of purchasing channels, what you see is what you get. At this time, when we build a brand, we must have a call to action and try our best to convert users.

3. User life cycle - contact: a way to obtain traffic

Supply strategy is the promotion channel:

It can be divided into three points: Own traffic / Earned traffic / Purchased traffic

① Own traffic

It is our traffic pool. You can reach users at any time, and users have a clear sense of your reach.

There are many ways to carry traffic pools. For example, offline stores can be considered traffic pools, and online there are products such as official accounts, apps, mini-programs, and knowledge planets.

All acquired users must be accommodated somewhere, and development can be done here later. This will be more efficient and less costly than attracting new users externally every time.

②Win traffic

Nowadays, many students who are engaged in growth like to do distribution, fission, distribution, group buying, free, SEO, etc.

I really admire those students in the current market who are obsessed with winning traffic, because they believe that there must be faster and cheaper ways to acquire customers in the world.

A 100-point nationwide screen-sweeping event requires the right time, right place, and right people. A 60-point fission event can be replicated in batches. When we do fission, you actually have to draw a logic diagram on paper at the beginning.

【Reward】

This mini program has produced a very good fission effect, and it can quickly accumulate 1 million fans every time it is used. The following is its logic diagram: I sent you a red envelope, and you need to send me a red envelope in return before you can claim my red envelope.

However, the techniques and methods of fission will become obsolete, so we must constantly look for ways to generate growth methods and continue to learn from other predecessors or their peers.

③Purchase traffic

It can be purchased through Baidu SEM, Tencent Guangdiantong, DSP and other channels.

When we are "winning traffic", the advantage is that the price is very cheap, but the efficiency is uncontrollable; when we are "purchasing traffic", the efficiency is more controllable, but the disadvantage is that the price is relatively high.

4. User life cycle - usage: How to increase user usage frequency?

The supply strategy used is key behavior. We base it on a behavioral triangle model , also called the demand triangle, which is motivation, ability and trigger.

• Motivation: Increase motivation/prevent motivation bias;
• Capabilities: Improve capabilities/lower thresholds;
• Trigger: Dismantle trigger/improve trigger.

After Didi's team did a lot of research, they found that the elderly lack some abilities compared to young people, such as the ability to type.

So Didi launched a function called Didi Ticket. Young people can generate a ticket in Didi, enter the departure and destination clearly, generate an order and send it directly to the elderly. The elderly can place an order with one click, thus lowering the threshold for the elderly to take a taxi.

After the Tangdou Square Dance team added the WeChat icon to the share with friends button, their sharing rate increased 30 times.

So, students, you can go back and review and see if it is possible to improve the triggers and see if you can increase the conversion rate.

5. User’s entire life cycle - first order: Why don’t users consume from us?

We should not only think about why users choose to consume our products, but also think about why users don’t consume from us?

It must be because there are concerns, so our supply strategy for the first order is to eliminate concerns.

Concern elimination: Price concern elimination/trust encouragement elimination

We may not have much time to talk to you about price concerns today, so we will only talk about how to eliminate trust concerns.

There are three ways to trust concerns:

①Brand Commitment

During the 2018 World Cup, there was a very good example of a brand promise. Vatti promised that if the French won the championship, Vatti would refund the full amount. This stimulated many users to vote and stimulated many users to buy its products.

②User Experience

This is what all consumers care about. When we go to a restaurant or a hotel, we may first open websites such as Dianping.com or Ctrip to read user reviews.

Their mechanism is that only users who have actually consumed or experienced the product can leave reviews. This review directly affects whether other users purchase, so user experience is also very important.

③Third-party endorsement

So many companies are constantly trying to enter the CCTV National Brand Plan, in fact, they just want such an organization to endorse their brands.

There are also products like Shuidi Qingsongchou. You will donate to a person you don’t even know in this product, simply because a friend in your circle of friends said that this child is the child of someone in your hometown. Because you trust this friend, you will donate to this person. This is third-party endorsement.

6. User Lifecycle - Repeat Purchase: Cultivating Super Users

Users actually have multi-dimensional needs. Meeting their multi-dimensional needs through different products is called satisfaction rate.

For example, Mantou Business School has systematic courses on new media, short videos, operations and other Internet topics, as well as courses for rapid improvement of working people to meet the needs of different groups of people for various knowledge. You can buy them all in one place, so the platform achieves repeat purchases.

Companies like Mobike and Didi actually have no network effects. Although they have economies of scale, there is no connection between their users. So if Shouqi Car Rental offers a low-price policy, Didi's users will be lost immediately.

It is very difficult to lose users on WeChat, whether it is Bullet Messenger or Laiwang, which was originally launched by Alibaba. It is very difficult to invite you to join and then form your own new social network.

⑥Value reservation

Value reservation is a common method. After you have a meal at a restaurant, the restaurant will give you a coupon. This coupon can be used to get a 20% discount before a certain date.

Many businesses are now implementing the [ Second cup half price] strategy, but you have never thought about how to optimize it.

There is a 711 downstairs from us that has made a small optimization. If you buy a second cup of coffee at half price, you can choose not to take it away. Just stamp your receipt and you can come back to pick up your second cup of coffee next time.

7. User life cycle - Habits: Make users uncomfortable without you

For example, after completing a certain training, you will be given a specific training badge, or after you have trained for several consecutive days, you will be given a persistence badge, and so on. Your training status will also be sent to other friends who are exercising, asking them to like your post.

8. User life cycle - Sharing: Discover, create, and simplify sharing points

Newbie moment - when a user first comes into contact with your product and knows nothing, he is particularly willing to share, so we can consider designing forwarding scenarios at this stage.

The moment of glory is when a child brings a parent a sense of glory, and the parent will definitely want to share it.

For example, if a child can talk to a foreigner very fluently, parents will definitely want to share such a video. If the child writes an essay in English titled "I Love Mom", if the mothers receive a photo of this essay, they will definitely share it.

We need to take inventory of our own business processes and sort out the points in the process where users are likely to have the urge and desire to forward.

② Create forwarding content

As mentioned above, videos of children conversing fluently with foreigners, or photos of children writing letters to their mothers in English, can all be produced in batches, which is much more efficient than users independently discovering and forwarding scenarios.

③Forwarding tool empowerment

Some organizations want parents to forward a photo, so they give parents a Baidu cloud drive link. Parents need to open the link and enter the password first, download the photo and save it to their own photos, and then post it on WeChat Moments. This is too difficult and artificially creates many sharing barriers.

We can actually provide more convenient and quick tools, which can be an H5, mini program or others. The only principle is to lower the threshold for sharing, and it would be best if forwarding can be achieved with one click!

And the forwarding process forms a closed loop. It is not enough to just share it, but to let new interested users join again to achieve new additions. Therefore, attach a QR code when sharing, and you can scan the QR code to learn about, join, sign up, etc.

9. User Lifecycle - User Churn: How to Increase User Stickiness

Recall channels or re-entry are both when users are about to leave. We should actually put user recall or user churn management work in advance.

So thirdly, let users develop "loss aversion". When users use our products, we should make them constantly feel a sense of gain, and make them feel that they have suffered a great loss when they want to leave.

To increase loss aversion, you need to constantly let users know what functions you have during the product operation process.

I previously created a public account: Daily Early Knowledge on Internet Finance. I often let users vote on this official account and ask them which features of ours they are interested in.

The options generally include: evaluation function, manual service, query of problematic platforms, query of deposit platforms, and query of early warning platforms, so that you can know at any time which platforms may have problems recently and you should never invest in them.

When I do user function research, I don’t really want to know which functions users are more interested in, but to let users know that I have these functions and they are very valuable to you.

Making these functions appear repeatedly in the user's mind increases the difficulty for the user to leave, and makes him feel loss aversion: he finds that if he leaves the official account, he may not be able to know at any time which platforms have problems and what information he will miss.

Many of our organizations often ask a question when conducting user surveys: "What other problems do you think I still have, and what other shortcomings do I have?"

The starting point of this question is good, which is to discover the problem and then improve it, but from the perspective of user operation , it is a very bad question, because the user may not be sensitive to it at first, but when you ask such a question, it stimulates him to keep thinking about what is wrong with you and what you have done poorly.

When you stimulate him to think about it, you actually deepen his dissatisfaction with you. Therefore, when we are operating users, we constantly let users feel what functions and products you have, so that these functions can attract users to stay and generate loss aversion when they want to leave.