How should an APP build a user growth system? Share 6 points!

Just as KOL corresponds to the herd effect in psychology, the user incentive system corresponds to the anchoring effect, and the user portrait and market policy correspond to the marginal cost, the user growth system also has its own corresponding theory in psychology, which is the psychological account .

Before I explain the concept of user growth system in detail, I would like to explain a few concepts that are easily confused.

1. User portrait : generally reflects the objective attributes of the user. Such as gender, age, occupation, etc., which are generally not transferred by the user's subjective will;

2. User stratification : generally reflects the user's status on the product. For example, there is a progression of free users, active users, paying users , high-paying users, etc., most of which are in the shape of a funnel;

3. User segmentation : generally reflects the user's behavioral performance. For example, users with low frequency and high unit price or users with high frequency and low unit price may both be high-paying users, but their manifestations are different, so they belong to different groups and have different corresponding operating strategies. User grouping can also be considered as a further refinement of user stratification.

Another thing that is easy to confuse is! The relationship between the user growth system and the user incentive system ~ In my opinion, they are actually inclusive. The user growth system can be said to be the spiritual incentive aspect of the user incentive system, that is, the achievement system. (Don’t think about which angles to look at it from, just keep it simple and look at the problem in a simple way.

To build a good user growth system, the first thing to do is

User stratification

The RFM model is generally used for user stratification. The most scientific method is to use the three indicators of recent consumption (Recency), consumption frequency ( Frequency ), and consumption amount (Monetary), and then divide each indicator into five levels according to the actual situation, forming a total of 125 categories of users.

If the user base is not large, there is actually a simpler way, which is to divide it according to user consumption frequency and user activity . According to the frequency of user consumption, they can be divided into primary users, growing users, and mature users; according to user activity, they can be divided into active period, decline period, churn period, and death period.

These are all cold divisions. Although we now have "super user thinking", I think these data types of divisions are still essential, so learn Excel well~

It should be noted that user stratification is different in different industries and may be diverse. What does diversity mean? Just like Didi Taxi , drivers are also its user group, and people who take taxis are also its user group. Different levels of division and operation strategies should be adopted for different user groups.

Secondly, user stratification will change differently at different stages of product development.

User growth system

The previous user segmentation is designed to help us better understand our users and drive them better, while a complete user growth system can establish a psychological account for each user, allowing them to drive themselves more proactively.

Six steps to build a user growth system

1. Strategic Positioning

Different strategic positioning brings different systems and strategies. The first type is auxiliary, the core of which is that user growth is only the product of user behavior , not an inducement. The purpose of the user growth system is to increase the user's leaving cost. For example, in Alipay , no one would desperately spend money to pay just to increase Ant Points, right? But sometimes people choose Alipay over WeChat because of their points .

The second type is product-based, the core of which is that user growth is the inducement for user behavior. Its existence is to bring direct benefits to the company. For example, QQ level. Some people keep their computers running with QQ just to get more suns or moons, right?

2. Formulate the level

When setting levels, one rule is that the entrance cannot be too difficult and the exit cannot be too easy . It’s just like fighting monsters in a game . If it’s too difficult at the beginning, it will weaken people’s enthusiasm, but if it’s too easy to pass, people will feel that there is no challenge. Just like the comprehensive rating system in Dianping.com, there are 7 levels in total. If you reach level 2 and meet a certain number of reviews, you will become a VIP member. VIP members will have another membership level system and corresponding privileges. The levels of the comprehensive level system are calculated using an exponential function. Each level becomes more difficult to upgrade, and the difficulty is basically 2-3 times that of the previous level.

3. Set key indicators

There are three things a product can get from users: time, money, knowledge and resources. What is most important to us is the key indicator. For example, user online time and retention rate are very important to QQ, so time is a key indicator of the QQ rating system. The key indicators of the rating index of content platforms such as Penguin and Jianshu are the quantity and quality of the content you publish. Please note that this is the key indicator, not the only indicator.

4. Planning User Behavior

User behavior can be planned based on key indicators and divided from different angles. For example, Dianping.com has established four unrelated grading systems for users (excluding merchants) (user growth system, VIP membership grading system, community forum , and system indicators). Let's take the user growth system as an example. The tasks for novices are to complete user information, bind mobile phones, bind email addresses, complete avatars, etc., and the income will be increased by points; secondly, in terms of daily activity, there are benefits for signing in, continuous signing in, sharing pages, writing user reviews, posting and replying to community posts, etc.; in terms of content quality, obtaining high-quality reviews, uploading short videos of merchants, uploading 3 pictures of a merchant, etc.

5. Behavior Quantification

The problem to be solved here is how to quantify and link user behavior and key indicators. First, unify user behaviors into a number, such as points, experience points, growth points, etc., and then set each user behavior to a value based on our weight, such as 1 point for signing in, 2 points for posting, etc. Then, based on our product cycle and how long we expect each user to upgrade, determine the value of each user behavior and the standard for the upgrade value, simulate a user's behavior path and calculate the number of values ​​obtained daily, and make adjustments if the test is unreasonable.

6. Induce users to complete these actions

This is when operational strategies are needed, such as the sign-in gift-giving activities in the game, the free meal for the nth person sharing on the food delivery platform’s sharing page, the points lottery in Alipay, the gold coin discount in Taobao , etc. The key lies in increasing user perception and reducing the cost of user perception . In fact, don’t these activities also utilize the eight driving forces of users?

The characteristic of the user growth system is that it is obtained through the user's own efforts. It is a recognition and affirmation of the user's past behavior. Generally speaking, the hierarchical system can only rise and not decrease. and! Another important point is that after the rules are formulated, there should be a carrier that is easy to understand and remember! For example, the most familiar QQ ranking system is stars, moon, and sun, and the campus products are poor students, top students, class leaders, etc.

Here are a few tips . For example, the most common one is to use numbers as a carrier , or to utilize a hierarchical carrier that has been developed by others . The second is to utilize things that people are familiar with as carriers . For example, products for the workplace can use employees, supervisors, directors, and other names that are well known to people in the field as carriers. The last is to design innovative carrier forms . Of course, this is difficult and users have to learn or get used to it.

The author of this article is @一只操作喵. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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