How to let old users help you “fission” new users?

The pursuit of user growth is the core goal of operations. From the initial stage of operation to the rapid growth stage, and then to the stable mature stage, attracting new customers runs through the entire life cycle of the product. If you don’t attract new customers, your product will lack users; without users, even the most sophisticated and perfect product will be meaningless

Rapid new customer acquisition is a sign that your company is starting to grow. It can be seen in the company's core business: if you develop a mobile app, the download rate is increasing rapidly; if you provide a subscription service, the monthly revenue is growing rapidly; if you run an organic bakery, the number of transactions per week is increasing.

Human nature is often the driving force behind marketing activities. For example, by satisfying users' desire to talk and their curiosity about the unknown, screen-sweeping interactions can be triggered. As the saying goes, only by grasping the essence can you create surprises. Similarly, to attract new customers, we must also grasp a key point - efficiency. Today we will share some operational methods to improve the efficiency of attracting new customers.

Under controllable conditions, if you want to gain a certain scale of users at an extremely low cost and at an extremely fast speed, the most effective social communication at present can be sufficient. The effectiveness depends on whether the efficiency of attracting new users is high enough.

1. How to attract new users through online social networking from the user’s perspective

The process of adding new users usually goes through the following three stages:

1. Contact: circle of friends/self-media, etc.

2. Feelings: The content, pictures and format of the product promotional information stimulate the user's interest in the product, and they begin to want to give it a try.

3. Action: After the intention is generated, action is taken immediately to download and use the product.

Therefore, when attracting new customers through social media, there are usually two ways:

1. Invitation rebate: For every new user you invite to register, you will receive a certain reward from the inviter (old user);

2. Share red envelopes: Share red envelopes/coupons to your circle of friends. Both new and old customers can receive them. This can not only promote daily activity and order volume, but also attract new users.

The ability to attract new users is fundamentally a quantitative indicator of new user growth. So from a product perspective, the initial traction might be two or three early consumers who make payments; from a user perspective, the company's user base could be in the hundreds of thousands.

The ability to attract new customers can be continuously enhanced. The sole goal of a startup is to grow quickly. Achieving user growth means doing your best to move the growth curve to the upper right. The goal of a startup is to achieve rapid user growth. A short period of existence is not a factor in proving that a company is an enterprise company. Nor is it a reason for a company to improve its technology or obtain venture capital or have some kind of "back door".

The only critical factor is user growth. Everything else about startups comes second to it.

2. A formula to measure the efficiency of attracting new customers

The former head of MissFresh shared the formula for attracting new customers through online social communication at an event. The efficiency of attracting new customers through social communication = sharing efficiency × 10 × conversion efficiency × sharing frequency > 1. Let’s take a coffee delivery product as an example and apply the formula to analyze it:

1. Sharing efficiency of invitation rebate = sharing motivation * sharing convenience

How to improve sharing efficiency? First of all, there are two reasons why old users would recommend something to you: either they have money or they are interesting.

"Rich": As long as you attract a new customer who places an order more than 3 times, you can get 0.1+0.2+0.3+0.4=1 cup of coffee. This temptation is quite big for a coffee drinker.

Interesting: Every time someone pays attention/places an order, the cup of growing coffee will be a little fuller and the bubbles will also prompt +0.N cups of coffee. Watching the cup of coffee fill up little by little, you will feel a sense of pleasure in growth.

Secondly, you can send it to friends/friend circles with just one click, which makes sharing convenient, and the push text is also concise yet attractive.

2. The conversion efficiency of coffee lucky bags = communication content * conversion drive * conversion convenience

Generally, when we share something, whether it is content or coupons, you either click on it to download it and then buy it; or you receive a red envelope and enter the WeChat public account to make the purchase. After users shared the brand's lucky bags on their Moments,

You can see a random benefit you received, such as a cup of coffee, and you can also see "everyone's luck", injecting social genes into the game.

In addition, the product service account has greatly improved the efficiency of attracting new users in the WeChat public platform environment. Compared with the APP, it requires a download page - clicking to download WeChat does not directly jump to the App Store, and you have to manually click the download button in the store. When the network is poor, you don’t want to download it when you see that it is dozens of MB. After downloading and opening it, you are confused when you see the homepage and don’t place an order. It seems that the conversion of service accounts/mini programs is more efficient than that of APPs.

PS: What if your product does not have a service account/mini program but you still want to increase the conversion rate? You can learn about Zhuge io’s smart reach so that you won’t miss out on new users.

3. Sharing frequency = the number of times a user shares in his life cycle

The editor has compiled some methods to increase the frequency of sharing, such as:

-Rankings: Get a gift for reaching the top, such as a cup of coffee for attracting the most new users every day;

- Stimulate users in a step-by-step manner: the more friends you share with, the richer the rewards. For example, the Nth user you bring in will receive an extra 0.0N cups of coffee.

-Continuous: Share every day continuously, and you can get a separate gift on the Nth day. If you complete a week, you will receive a [Buy One Get One Free Coupon on Monday];

-Randomness of content: In addition to discounts, each sharing contains a lot of interesting random content, and there is always one that impresses you.

Is social communication efficient in attracting new customers? Let's go back to the formula to measure: sharing rate multiplied by 10, then multiplied by the conversion rate, and then multiplied by the sharing frequency. If the number calculated by the formula is greater than 1, and the front-end subsidy stimulation cost is less than the lifetime value of your users, then as long as there is enough "ammunition" and the operation rhythm is well controlled, user growth will naturally come to fruition.

As the company continued to grow, a mild strategy of attracting new customers no longer brought about any changes. If your website gets tens of thousands of hits a day, a tweet or article that brings you 20 new users won’t have much potential. At a higher level, revising your growth targets means setting bigger numbers. If you want to attract 100,000 new users, with a conversion rate of 1% to 5%, you have to operate to 2 million to 10 million people - this number is not small! This is also the reason why new customer acquisition channels such as social media and viral marketing are so powerful: the user base and potential market are large. Regardless, you need to examine your user acquisition activities through the lens of advancing your growth goals.