How to get new users? The method of attracting new customers is for old customers to bring in new ones!

How to acquire new users is the core topic in the operation field, and this also leads to another operation indicator, which is the cost efficiency of acquiring a single user.

Judging from this indicator, I think the ideal situation is that old users bring in new users . Not only is the cost controllable, but the conversion efficiency is high. In addition, the quality of users brought in by old users is generally higher than that brought in by channel subsidies.

Everyone understands the principle, but how to do it specifically? Based on past experience, it can be roughly divided into four steps.

1. Targeting old users
2. Setting the propagation hook
3. Optimize the product process of sharing and dissemination
4. New user retention

Targeting old users

Before implementing the plan of bringing in new customers, we must first understand what kind of users are our target old customers?

It is not necessarily the case that active users are the target old users. For example, some users who frequently purchase tickets on movie ticket platforms never participate in film reviews, interactions, or sharing. Such users are only driven by a single demand, and it is difficult for them to share and spread the content even with a small profit. What's more, there are also many subsidized wool parties and scalpers among them.
Generally speaking, old users who can be targeted for the old-to-new user program have several characteristics in addition to being active in their main business activities:

The community is highly active: Generally, platforms have user groups or communities to facilitate communication with users. For example, in the movie ticket business, there is even a movie review area. Users who are keen on expressing themselves and spreading the word are good seeds for old users to bring in new users.

Users who give suggestions to the platform: Those who are willing to open their mouths to give you opinions and complaints are true love, so make good use of them.

Setting the propagation hook

Why are old users willing to promote to new users, and what factors prompt them to do so?

To sum up, there are roughly four points

1. User satisfaction: User satisfaction with the product and user satisfaction with the service may stimulate user communication; (e.g. Haidilao)
2. Useful for friends: Users understand the product and their friends’ needs and believe that the product can meet their friends’ needs (e.g., recommending Didi Taxi to a friend who can’t get a taxi )
3. Social topic communication: Sharing the product itself is enough to become a social topic (such as Face Meng in the past)
4. Sharing and spreading incentives: Sharing and spreading can bring material incentives, spiritual incentives, etc. (for example, sharing Didi orders can get taxi coupons)

Most vertical mobile Internet product operators will give priority to using communication incentives as the most direct and effective method.

Optimize the product process of sharing and dissemination

After defining the target group and setting the hook, we need to think about how to allow old users to complete the entire sharing and dissemination operation comfortably and smoothly. This involves the scope of product process experience, and we can close the door and call out interaction and PD.

There are a few points I want to emphasize. Currently, most sharing and communication rely on social media, namely WeChat and Weibo. The target user base only determines the size of the seeds, the hook determines how many seeds will germinate, and the content and carrier determine how much fruit can be produced. To achieve more fruit, we must work hard on all of these items, especially the experience of the communication carrier. The shorter the user path and the clearer the hook, the better.

New user retention

When old users bring in new users, we cannot just ignore them. We must ensure that the new users can stay for a long time so that they are valuable to the business. This is the key to the old-to-new user program.

Since the attributes of the target old user group may be different from the user portrait of the general market, the new users brought by the old-to-new program will usually be different from those brought in by other channels. Analyzing the attributes of this group of new users and formulating a dedicated retention plan can effectively optimize budget utilization efficiency and retention rate . This retention plan only involves population analysis and there is nothing special about it, so it will not be elaborated here.

Share a case: Didi Chuxing

Defining the crowd: Didi Chuxing is a high-frequency application. Just like Uber’s invitation code for new users, their “old-to-new” policy also expands the target population to all old user groups. The difference is that Didi puts the starting point of “old-to-new” after the order is paid, which has a better reach effect.

Note: The “earn cash” in the picture is the communication hook.

In the communication hook, a friend is given an 11 yuan voucher, and the friend will also get a reward after using it. This is a good application of the two concepts of "useful to friends" and "sharing and communication incentives". At the same time, due to the relationship between Didi and Tencent, there are no obstacles in the carrier experience of disseminating content.

The current solution adopted by Didi Chuxing is based on the user dimension. It only subsidizes new users. The cost of a single new user is 11 yuan for a new user + 11 yuan for incentives for old users. In addition to the attenuation of the coupon redemption rate, the actual cost of a single new user is less than 22 yuan.

Earlier, Didi and Uber were fighting each other. At that time, Didi's sharing and communication plan was more "unrestrained". Completed orders could be directly shared to the WeChat group . All Didi users could click on this share to receive coupons, stimulating user usage frequency. Subsidies were provided to all new and old users, but the subsidy amount was gradually differentiated according to its own model.

Another point worth noting is that when Didi's business lines expanded horizontally to include private cars, express cars, chauffeurs, and ride-sharing services, their operating plan was still based on user activity, issuing vouchers for a single scenario to stimulate users to use more Didi travel functions. (For example: I often use Kuaiche, so it started to send me special car vouchers.)

The gameplay of high-frequency, medium-frequency and low-frequency businesses is different, and the attributes of each business are also different. You can choose the target population and communication hook according to your own situation, and the essence remains the same.

Conclusion:

The new users brought by old users are all brought by "general word-of-mouth" communication. New users often convert their trust in the platform based on their personal trust in old users. This is also the core value of old users bringing in new users. Therefore, for each mobile Internet product, even if the cost of bringing in new customers is not much lower and there is a bottleneck in the scale of attracting new customers, the operation department should still pay enough attention to it for the sake of the quality of attracting new customers.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @戴某DEMO is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!