Product operation fission growth model!

Invitation-based rewards is one of the common fission growth models. Effective invitation-based rewards design helps drive user growth. If you want to optimize the invitation reward design, you can start by improving user visits, user sharing and other aspects. In this article, the author summarizes the product details in the invitation award design. Let’s take a look.

For user growth, the importance of product details is self-evident. In the absence of excessive channel resources and operational support, excellent product detail design can greatly enhance the growth effect.

Invitation rewards are a common fission growth model, and it is no exception. Unfortunately, few people pay attention to the role of product details. This article will review them for readers, enjoy~

1. Improve user access details

When users log in to an APP, mini program or H5, they will see several advertising spaces: pop-up windows, floating windows and BANNER. They are most commonly used to launch various activities, including invitation-based fission campaigns with prizes. Among them, pop-up windows and floating windows have the best effects.

Whether it is a floating window or a pop-up window, there is a certain dynamic effect. It is added to the position that is most likely to trigger action instructions, and is accompanied by action copy such as "get benefits", such as "click me to receive", "get a gift package", "get a red envelope immediately", etc.

Especially pop-up windows, which are the advertising positions that are most likely to attract users to participate in activities. The most commonly used presentation method is advertising pictures, which rely on the copy to attract clicks, such as Fan Deng Reading’s “VIP Limited Time Free” event.

However, the most effective way is to display it in dynamic shapes such as raffles, red envelopes, bags, boxes, etc., among which red envelopes are the most common. For example, Yuanfudao’s old-to-new activities use raffle pop-ups and red envelope pop-ups, which have excellent visual effects and naturally high click-through rates.

2. Improve the details of user sharing

After users are attracted to the advertising space, they will enter the invitation and prize page to participate in the event. In addition to the text reminders, there are also many implicit or explicit details to guide users to share.

The first type of detail is to display the user's invitation progress. The most typical example is the way to earn red envelopes or cash by inviting others. Major e-commerce, food delivery, local life and other types of apps or mini-programs all use progress bars.

The first thing users see is the reward amount, and below it is a progress bar towards the point where cash can be withdrawn. The progress bar has two colors, and the withdrawal threshold is on the far right, and right next to it is the invitation button. Both the progress bar and the invitation button have animations.

For example, in Pinduoduo's delivery and money-making game, you can withdraw 0.8 yuan by inviting two people, and the progress bar is very obvious. Another example is Tencent Classroom's "Invite Friends to Get Bonuses", which also displays a red progress bar to remind you that you are "xx yuan short" to withdraw.

In addition to cash withdrawals, there are also cases where tiered rewards are turned into progress bars, such as Fan Deng Reading's "VIP Limited Time Free" event, where those who invite 5, 10, and 20 people will be rewarded with books, notebooks, and knowledge gift boxes respectively, which are marked at intervals on the progress bar.

The second type of detail is to show the number of people who need to be invited. Generally, the user's avatar is displayed, and several slots with "plus signs" are placed on the right. Normally, two to five slots are displayed. There are generally two ways of playing.

The first way to play is to assist.

The bait to stimulate support includes coupons, such as Meituan’s 6 yuan takeaway red packet, which can be obtained by inviting 4 people to help, and Luckin’s 38% off coffee coupon, which can be obtained by inviting 2 people.

There are also cash red envelopes, such as Pinduoduo's daily cash withdrawal, where you can invite 2 people to help withdraw 0.6 yuan; there are also membership cards, such as WeChat Reading's unlimited likes card, where you only need to invite 2 people to like each card.

There are also point rewards, such as JD.com's "Send Beans, Get Beans" and "Shake JD.com". The former allows you to give 1 bean to 10 people each and get 50 beans for yourself, while the latter allows you to invite up to 5 people to help, and each person who helps gets 3 chances to draw a lottery; there are even virtual items as rewards, such as getting a WeChat red envelope cover for helping.

The second way to play is to form a team.

There are games like forming teams to share bonuses, which are popular during promotional festivals such as Double Eleven and the Spring Festival, and there are also games like forming teams to compete against each other. For example, Douyin's team-based red envelope games only require 5 people in a group. Another example is Alipay's "Team-based age games", which invites 5 people to form a team and add up their ages, and the goal is also to win red envelopes.

In addition, there are also ways to team up to receive rewards together, such as teaming up to receive books in the Zebra AI class, and teaming up to draw unlimited cards in WeChat Reading.

The third type of details to increase user sharing is the lottery task.

For example, many online children's education products use this form of onboarding. The basic logic is: use various types of points to redeem opportunities for a lucky draw. Tasks to obtain points include "share posters every week + invite friends to register + invite friends to buy."

For example, the most fashionable way to play in 2021 is blind boxes. Kuaishou has teamed up with Pop Mart to launch a New Year blind box draw event. The task to be completed is "Collect good luck". "Good luck" is the opportunity to redeem a blind box. In addition to "invite to draw + share page + invite to register + share video", there are also tasks such as signing in and following.

The fourth type of details that increase user sharing is pop-up reminders of subtle behaviors, which is more common in the game of inviting players to receive cash.

For example, when you enter the official event page, a pop-up window will appear to remind you to share, or an invitation slot will be displayed for users to share. The most typical case is Pinduoduo's Daily Change.

After the user successfully shares, a pop-up window will appear to remind the user to "share to a group" or "the chance of sharing to a group increases by xx%"; if the pop-up window is closed, the user will be reminded to "invite the following friends to get xxx bonus" etc.

If you continue to close the pop-up window, you may see another pop-up window reminding you that "you are only xxx away from getting cash". If the user leaves completely, there will be another pop-up window reminding you, showing a page with options, and you can choose "continue to recommend" or "leave", such as the invitation red envelope of Ele.me.

3. Details to improve user engagement

In the invitation-based fission, users will be lost when they visit the sharing link. How to improve the participation rate of this link also requires detailed design. The way is to make users more active and have a sense of urgency as much as possible, so the following details can be adopted.

The first detail is to design a marquee that scrolls upwards or floats to the left, displaying "xxx gets xxx yuan by sharing/inviting" and so on, creating a feeling of enthusiasm and herd mentality. This is more common in activities such as bargaining and recommending red envelopes.

The second detail is to display the revenue rankings. Although the list can be designed virtually, it is best to be taken from real invitation data, because additional invitation incentives can be designed for the ranking, and some dynamic effects can be added to attract user attention.

The last detail is to highlight the countdown, such as "distance to event end", "cash validity period", etc., combined with animated clocks and dynamic invitation buttons, the purpose is also to attract user attention.

IV. Conclusion

The above are all the product details for the invitation and prize. If you can use it well, you will definitely achieve amazing fission effects.

In addition, all product details are supported by psychological theories, such as the herd effect, loss aversion, contrast effect, etc. It can be seen that fission design is also an application process of psychology.

Therefore, as a growth person, you must continue to study users, accumulate relevant knowledge, and cultivate underlying thinking. Only in this way can you discover that the growth methods you are good at have room for continued evolution, achieve performance breakthroughs, and realize personal growth.

Author: Dugu

Source: Wild Operation Community (id: dugu9bubai)