P2P products, how to build a user points system?

I have always had the idea of ​​organizing my own operational knowledge system , and now I have finally decided to put it into action in the form of article output. The first article will start with the construction of the points system of P2P products.

The points system will be described mainly from the following four aspects:

1. Source of Points

For P2P products, the main purpose of users using the products is to make a profit from investment . Therefore, the main source of points for almost all products is user investment. However, the design of the source of points needs to pay attention to the following two points:

1. The threshold for obtaining points should be high or low

The main direction of P2P products is investment, but the threshold for investment behavior is high. Some low-threshold points acquisition methods can be appropriately set up, such as sign-in. This can not only increase user activity, but also allow some users who have not yet established trust in the platform and have not invested to experience points acquisition and enhance their understanding of the product.

2. The types of points tasks should be as diverse as possible, and they should be tailored to suit different people and times.

I remember when the product points system I was responsible for was first launched, users were very active in completing tasks and receiving rewards every day. However, not long after, the number of users participating each day dropped suddenly, and the number of completed tasks also decreased significantly. After communicating with users, I found that unified and unchanging tasks every day would quickly make users tired and lose interest, even if there were rewards.

It is recommended that the task system consists of daily tasks, growth tasks and special tasks .

• Daily tasks: sign in, invest 1,000 yuan, etc., which have low participation thresholds and are small tasks that can be completed every day.
• Growth tasks: Determine guidance tasks based on the user’s status, such as RMF model indicators. For example, a user who has invested more than 500,000 yuan and has made 4 investments in history but has not invested in the past 2 weeks, his growth task is a time-limited task - if he successfully initiates an investment of more than 10,000 yuan within 5 days, he will be rewarded with 300 points.
• Special tasks: Based on daily data hotspots, set up special tasks, such as double points for investing on Sundays, and bonus points for the highest amount of investment in a certain target in a single day.

The combination of the three can be combined into a more personalized and targeted task system to achieve targeted user stimulation.

(Xinhehui Points Task)

2. Where to get points

The use of points refers to what users can do with the points after accumulating them.

For the points mall, the advantage of building one's own mall is that it can be designed completely according to one's own needs, can be more in line with the platform products and users, and can be adjusted at any time according to user and operational needs. The disadvantage is that the cost of technical development and maintenance is relatively high. It is easy to connect to a third-party mall and the product library is complete, but it may not be a particularly suitable platform. Each has its own advantages and disadvantages, and you can choose according to your needs.

As for the forms of points redemption, common platform points redemption is mainly in the form of pure points redemption + pure points lottery, which can meet the points redemption needs of various users, so I will not describe them in detail.

(Shangshang Financial Points Mall)

3. Points Effect

This format can be used to express almost any activity: for what purpose, in what way (reach), to whom (target group), what was done (activity content), and what results were achieved (results).

As for the points system, it is designed to promote user activity and improve retention . What indicators can be used to provide feedback on its effectiveness?

1. Daily Active Users

If there is a sign-in task in the points task, the number of daily active users before and after the points system is launched and the average number of days users log in within a certain period can be used as a reference for the effect.

2. Task participation rate

Page browsing - points acquisition icon - points task page - task selection - task completion, the click and conversion data of each step reflects the stimulation of the points activity to users. The higher the click conversion, the greater the influence, and the stronger and more effective the guidance.

3. Points redemption rate

The points redemption rate refers to the points redeemed/total points earned. Users will work hard to complete tasks, sign in, invest, and perform other actions for a certain reward/rewards. The higher the points redemption rate, the better the effect to a certain extent. (Part of it is related to redeeming gifts)

4. Target completion rate

When special points tasks are set to improve certain special indicators, such as the number of users investing on Sundays, the best data feedback is whether the corresponding indicators have been improved after the activity ends and the improvement percentage.

IV. Points Cost

Cost accounting is a very important part of every activity planning. The cost of points can be considered from two perspectives.

1. Points issued

Within a certain period of time, the value of points that can be issued = the affordable marketing cost points as points/RMB exchange ratio points exchange rate. To keep the total cost controllable, the number of points generated daily, the point exchange rate, and the cost consumed should be closely monitored. When the total consumption exceeds a certain range, the system will issue an alert and then adjust the number of point tasks and the corresponding number of points for the designated task points to maintain the overall balance.

2. Points value

The value of points when consumed = purchase cost (or market price) points to RMB ratio premium parameter A (plus tax rate) premium parameter B (plus shipping cost) premium parameter C. Among them, the premium parameter C is very important. It can be any random number greater than 1. The main significance of the premium parameter C is to leave a certain operating space for future point discount activities.

In addition to the amount of points issued and the value of points, P2P also often uses ROI to measure value, which applies to the entire points system as well as to a specific points task. It can be used to assist in adjusting the content of the points task and the corresponding points of the task points.

This is the end of the sharing of content about the construction of the P2P product points system. Everyone is welcome to leave a message to communicate.

Author: Shengxi, authorized to publish by Qinggua Media .

Source: Everyone is a Product Manager