How to optimize the fission process? Let the traffic burst

Recently some friends asked me how to do fission activities. Some questions are, how to play the fission activity, whether it is using posters or sending red envelopes. But one friend had a very special problem. He is in the insurance industry, and he asked me, what do you think is wrong with my fission process? Which link will affect the fission effect? This is also what I want to talk about in today’s article: fission process design. The fission process directly determines the effect of fission activity.

Case Review Business Background

My friend's company deals in life insurance, and the coverage ranges from a few thousand to tens of thousands. Insurance can be purchased by paying directly on WeChat . Of course, relevant information such as ID card must be filled in before taking out insurance.

Fission Planning

Fission ideas:

Friends hope to spread the information in the circle of friends in the form of posters to achieve a fission effect. At the same time, an insurance premium is planned, that is, users can receive an initial amount of insurance premium, and then increase the insurance amount by doing fission and bringing in new customers by old customers. The insurance money can be used to directly redeem low-value insurance, or to offset high-value insurance in the form of a red envelope.

Fission process:

The fission process is divided into 5 steps: old users enter the fission activity through WeChat; old users can directly receive insurance money on the activity page, and each user has a fixed amount; old users fill in their ID card information, because when the insurance money is used, personal ID card information is required for insurance; if the old user does not generate a poster, he can only receive a fixed amount of insurance money. If he generates a poster for distribution, the insurance amount can be increased; posters are a way for old users to bring in new users, and posters can be posted on Moments or to WeChat friends. Every time a new friend is brought in and receives insurance money, it is considered an effective new friend. Old users can increase their insurance money by a certain amount.

question

There are actually two problems with the above fission process:

The fission target is unclear and the operational indicators are mixed together:

It can be seen that the entire process is designed for fission. However, there is also an operational goal of increasing paid conversions . It is to fill in the identity card, which is what needs to be done when the user takes the insurance money and finally takes out insurance, which is the so-called payment conversion.

The fission funnel narrows:

The above fission process, converted into a funnel, is such a structure. It can be seen that at the third layer, old users need to fill in their ID cards before generating posters, which means that the funnel at this layer will become narrower. This means that the ultimate goal of the entire fission activity, which is to attract new traffic , will be less effective.

Fission Optimization

The optimization of fission is actually a process optimization. Simply skip the step of filling in your ID card. After receiving the insurance money, if you want more, it is very simple and low-cost. Just generate posters to attract new customers. Remove paid conversion from the entire fission process. Because insurance is a relatively high-priced product, the user decision-making cycle for paid conversion is longer, so do not put it in the fission process to affect conversion.

Fission process design

In the eyes of some friends, fission is considered to be something that can be accomplished with a set of tools . Some friends also asked me if I had any tool recommendations. In fact, having the tools does not mean that fission can be done well. Otherwise, if fission tools are so cheap, or even free, then everyone would have enough traffic. Why are people still looking for traffic everywhere?

In the previous articles of the fission methodology, we talked about several core details of fission. Fission itself belongs to activity operation , which requires a set of operation framework to support it. Simply put, this framework is fission process design. The specific process design method is as follows:

Operational objectives

The beginning of fission is your operational goal. If you lack such a goal, it may lead to too many operational goals being mixed into a fission activity, thus affecting the final fission effect.

The most common thing is to mix paid conversions and fission to attract new users together. It doesn't mean we can't be together. As usual, I will make a summary:

If the product has a low average order value, generally within 200, you can consider doing it together with paid conversion and fission to attract new customers. If there are some distribution mechanisms in the payment of the product itself, then the paid conversion will actually increase fission. The average order value is higher and the user decision cycle is longer. It is necessary to separate paid conversion and fission. Fission is fission and does not require users to pay. Taking the insurance mentioned above as an example, for insurance worth several thousand yuan, the user’s purchasing decision must be discontinuous. He will go to other platforms for comparison, go to Baidu to find out, and so on. Therefore, if you remove the paid conversion, the fission will be much smoother.

Fission process

Consider yourself as a user, run through the entire fission process, and make a flowchart similar to the one above. The longer the process is, the better it is. The longer it is, the more layers of the fission funnel will be, and the final fission effect will be greatly reduced. In process design, you also need to consider at which node in the process the paid conversion should be designed if there is one. Below is a fission process without paid conversion. It mainly includes the following points: (There will be some differences depending on the product)

Activity entrance: let users see the fission activity and participate; fission material collection: for example, let users receive posters, receive red envelopes, etc. And through certain fission incentives, users are encouraged to share; reward users: users who complete fission will be rewarded.

Fission Funnel

There are only two types of fission processes: fission with paid conversion; fission without paid conversion. When you visualize each process of fission, it becomes a funnel from top to bottom.

The purpose of the fission funnel: fission must be coherent

This means that the fission link, from the time the user enters the activity to the completion of sharing, must be coherent. If it is incoherent, the fission funnel will become narrower, thus affecting the final fission effect. To ensure consistency, you need to sort it out as follows:

Widen the funnel: From top to bottom, sort out each layer of the fission funnel and find ways to widen each layer of the funnel within the existing budget. The higher the funnel is and the wider it is, the better the fission effect will be. For example, the top layer of the fission funnel is users entering the fission activity. If there are 10 users entering this layer, then the effect of fission must be less than or equal to 10 people bringing in new users. And if there is a way to expand this layer to 1,000 people, then the fission effect will be less than or equal to 1,000 old people bringing in new ones. Therefore, you will find that fission is a systematic project. Good results cannot be determined by good rewards or good gameplay. Improve continuity: Next, sort out each process link from the activity entrance to the user's completion of sharing to check whether there are any points that affect continuity. For example, the insurance in the case requires filling in the ID card, which is a point that affects consistency; optimize the process: find this point that affects consistency and evaluate whether it can be deleted. If it cannot be deleted, can it be posted later? The so-called post-postion means putting this point in the link after the user completes sharing. Because user completion of sharing is the most important layer in the fission funnel and also the last layer. As long as users share the content, letting them do other things will not affect the fission effect.

Summarize

Let me emphasize again that fission belongs to event operation. Event operation is a systematic project that requires a set of operation frameworks to support your activities. Today I shared the entire operational framework of the fission activity:

How to set your fission goals and whether to set the goal of paid conversion together; how to design the fission process; how to broaden the fission funnel and optimize the fission funnel to make it coherent, so as to effectively achieve fission.

Author: Marketing fanatic Jackie

Source: 2 Minutes Marketing (marketing_2mins)