In 7 days, we tested 5 fission models!

The article tests the funnel models of 5 fission models, and compares and analyzes their respective advantages and disadvantages, and finally comes up with the best fission process and activity copy .

Fission growth can be said to be the user acquisition method that all industries have been madly pursuing in 2018.

Almost every month there are screen-sweeping cases appearing in your and my circle of friends , such as NetEase Xijing Class, New World Marketing Class, etc., and the exposure of user growth data brought by these fission activities has time and again become the strongest motivation for a large number of operators to flock to them. Everyone is thinking about fission and screen-sweeping, and hopes to carry out a growth activity with daily increases of tens of thousands or even hundreds of thousands.

In addition to the profit-driven motivation behind this, the more important reason is that most practitioners in the Internet industry are facing a realistic problem - the cost of traffic is too expensive.

Effective traffic on a large scale cannot be bought even with money. Everyone is desperately looking for new traffic entrances and exploring traffic pools with higher value and lower prices. In addition, they build their own traffic pools through this short-term, low-cost fission growth form.

As the national application with the largest user base in China, WeChat 's natural social attributes and traffic attributes make it the best place for fission activities. However, as WeChat lowers the threshold for short-term high-traffic activities, fission activities of more than 10,000 based on official accounts , H5 and mini-programs will become increasingly difficult to occur.

The fission activities of personal accounts and WeChat groups have gradually come into everyone's view due to the gradual improvement and strengthening of third-party management tools .

At the beginning of this month, we planned a fission and fan-increasing activity based on the official account. It lasted for 7 days, tested a total of 5 fission models, and found the best one through data analysis . The following is a complete recap of the event.

2. Preliminary preparation

2.1 Content determination

The fission content we chose this time is a family education master class for parents.

After discussion and small-scale channel testing, we finally determined the course theme as: 2 minutes a day, teaching you to improve your child’s self-management ability in 16 days, and directly telling the target user the value that the course can bring to him.

2.2 Tool Preparation

• Third-party personal account and community management tools (free)
• 6 personal WeChat accounts
• Live ID management tool, which is used to control the speed and number of followers of personal accounts, avoid the risk of account closure, and set a personal account to switch for every 200-300 friends (even so, we still sacrificed 4 accounts)

2.3 Schedule

September 3rd-September 4th: Design fission process, make event posters, and conduct event testing

September 5th - September 9th: Official fission cycle

3. Activity Test

Before the official fission began, we tested a total of five fission models. By calculating the funnel model of each model, we selected the best fission process and activity copywriting. The fission process of each model is as follows:

3.1 Process 1

Poster - Group - Assistant - Official Account

Fission model:

Pros and cons: High forwarding rate within the group, but low follow rate on the public account

3.2 Process 2

Poster - Assistant - Official Account

Fission model:

Pros and cons: The public account has a high follow rate, but a low forwarding rate

3.3 Process 3

Poster - Assistant - Group - Official Account

Fission model:

Pros and cons: High forwarding rate, but low number of followers on the public account

3.4 Process 4

Poster - Official Account - Assistant - Group

Fission model:

Pros and cons: The public account has a high number of followers, but the conversion to assistants and groups is relatively low

3.5 Process 5

Poster - Official Account - Poster - Official Account (Service Account 1-N fission)

Fission model:

Advantages and disadvantages: The effect of increasing fans is obvious, but the conversion rate of the assistant is low

Through the above comparison and consideration of our own fan growth goals, we finally selected Model 3 as the final fission process.

Of course, other fission processes have their own advantages and disadvantages. We have also calculated and archived the funnel data model corresponding to each fission.

The most difficult conversion in Model Three is at the first level.

There are many factors that affect the first-level conversion. Posters, copywriting, channel quality, and promotion time are all factors that affect the fission effect. No one can do all the factors best at once. We can only find the best solution through continuous testing and adjustment.

4. Determine the final fission process

Users need to scan and add a personal account as a friend, and reply with keywords to be invited to join the group. There will be words in the group to guide them to forward posters and copywriting, and send screenshots back to the group for review. Users who pass the review will receive a private message from the personal account and obtain a free listening link to the course.

The process of this fission model is relatively simple, which can not only meet our initial goal of increasing the number of fans for the assistant, but also take into account the official account.

The only drawback is that despite using the live code tool to switch, the account was still blocked because too many people entered in a short period of time. Fortunately, we asked our team members to add these personal accounts in advance, which made it easier to unlock them.

Of course, this fission process is a bit labor-intensive for the managers of personal accounts, but the benefits of adding personal accounts and sending course materials through private messages through personal accounts are also very obvious.

• Benefit 1: The loss of users in the group is uncontrollable. Adding personal accounts first can reduce the user loss rate. According to our calculations, the user loss rate of the community within 7 days is about 30%, while the loss rate of personal account friends is only about 2.5%;
• Benefit 2: The personal account can be used to further verify the user's circle of friends forwarding, to prevent immediate deletion and tampering;
• Benefit 3: The interaction between personal accounts and users will greatly enhance users’ sense of trust and identity;
• Benefit 4: It can guide users who have received the course to share their feelings about listening to the course in the community, further stimulating users in the group to forward and share.

Our core purpose of this event is to increase the number of fans of the official account and expand the size of the community. Therefore, after the fission event is over, we will direct users in the community and the assistant to the official account to further improve resource utilization and reduce the pressure of community management.

5. Summary and reflection

• Clarify the main purpose and don’t want everything;
• The purpose of the test is to find the optimal combination of channels, processes, copywriting, and posters. This step is essential.
• If you have a community, you need to have strong group management capabilities. Complaints within the group will spread, so you need to have enough words and plans to deal with them.
• Although the service account 1-N method is effective, the quality and loyalty of fans are problematic.