Promoting activation and retention: analysis of user growth system design

1. What is the user growth system?

The evolution of humans, from the initial early ape form, to the later Homo sapiens form, and then to us today, has gone through millions of years. The process of human evolution is actually the process of human growth itself. Nature's law of survival of the fittest has made humans develop in a specific direction until we reach the form we are familiar with today. We are in a big product called the Earth, in which humans themselves are users , and the natural factors that affect human growth are the user growth system of the product.

There is a definition of a growth system: a growth system is a structure that quantifies user behaviors, accumulates and sums them up as a measure of user loyalty and contribution to the platform, and can also stimulate users to stay on the platform. After all this talk, the role of the growth system is actually to: promote activation and retention . How to make more indifferent users active? How to get more users to continue using the product? These are the two most core issues, and also the problems that the user growth system needs to solve.

2. The significance of the user growth system

For users , a good user growth system can enhance their initiative and activity, and users can also gain a sense of accomplishment, privileges and other benefits from the system. For example, JD.com’s Jingdou can be used to deduct the next purchase, and QQ super membership allows users to enjoy an unprecedented premium experience.

For the platform , the user growth system can help understand how users use the product, which helps to understand the composition of users and can serve as the basis for subsequent refined operations . At the same time, the growth system is conducive to improving user stickiness and loyalty, guiding users to produce UGC content, and promoting user comments, consumption, and new user acquisition.

A good user growth system is a win-win result for both users and platforms. A user growth system without value is a burden to users and often backfires.

3. What principles should the user growth system follow?

1. From the user's perspective

Recently, the speech of the god-level product manager Zhang Xiaolong has become popular again. He mentioned a point: KPI is a must, but products and businesses should not be considered from the perspective of KPI, but from the perspective of users. For example, when making a writing platform like Jianshu, in order to increase DAU, users are required to write 1,000 words a day. This practice will only make users bored and bring a large amount of worthless text to the platform. The correct approach should be to set up some daily tasks and tell users that sharing ideas is an excellent lifestyle and that reading and sharing more will help lead a happier life. This way, they should be more willing to accept it.

2. Separation of Experience Systems

The growth systems of different business systems within a company should be separated. For example, Tencent Video’s members are divided into NBA members and Hollywood members. Different business systems have different growth systems, which can be more flexible and unrestricted, and more convenient to operate.

There can also be different currency systems within a product. For example, reading apps are usually divided into book coins and vouchers. Book coins are obtained by recharging RMB, and vouchers are obtained through daily tasks such as signing in. Book coins have no expiration date, but vouchers have a time limit.

3. The system should reflect the core user characteristics of the platform

The daily tasks of the running app are set based on the number of runs, duration, etc.; e-commerce platforms such as Tmall and JD set tasks and distribute incentives around purchases, payments, and order posting.

4. Incentives are perceptible

Avoid being a chatterbox in the app, but don’t not notify users at all, especially when users receive rewards, you should notify them but don’t harass them. The notification method can have the characteristics of the platform and be relatively novel.

5. The system should be scalable

Scalability should be considered in the early stages of system design. If there are fewer levels, a growth value recovery mechanism should be considered. If a game reaches the maximum level after just a few plays, many users will definitely lose interest in the game. Realizing sustainable development of the system in an appropriate manner is an important factor in determining the quality of the system.

4. What are the manifestations of the user growth system?

There are many forms of growth systems, including points, virtual currency, growth values, experience points, levels, identities, privileges, achievements, medals, rankings and virtual props.

1. Points

The user point system was probably first used in various early BBS forums, and the user point systems of these BBSs were also relatively complete. As a UGC website platform, BBS guides user behavior through points, allowing users to participate more in the forum. Now the points system is used more effectively by various types of websites. For example, Tencent's paid membership VIP level, Thunder's points level system, etc. are all examples of in-depth optimization and application of the points system.

2. Virtual Currency

Virtual currency is consumable and can be used for consumption discounts, exchanges, lotteries, and interactions, etc. It may be in the form of points, virtual currency or some currency names that are unique to the platform. Common ones include Q coins, etc.

3. Growth value

Growth value is used to calculate the level value and is generally not consumable. The growth value of some level systems will be recycled regularly.

4. Level

Levels are usually divided into those with validity period (QQ super membership level, Youku membership) and those without validity period (QQ level, game level).

5. Achievement System

The achievement system is different from the currency or growth value rewards of general tasks. The achievement system is more about packaging a single simple task into a large task that includes multiple repetitions of a certain action. Achievements can be expressed in the form of medals, commemorative cards, and titles.

6. Rankings

The earliest invention of rankings was also for commercial purposes, which was to create business opportunities by taking advantage of the common trends of human nature. This is similar to using discounts to attract consumers. The platform can provide more reward support to users at the top of the rankings, but if the rewards are generous, it will easily lead to malicious manipulation of the rankings .

7. Number of fans

The number of fans is displayed in the most obvious and core position. Different numbers of fans directly affect the user's status and voice on Weibo. The number of fans is an intuitive measure of how much value the user brings to the platform.

8. Virtual Props

Virtual props are often seen on live streaming platforms and forums. The live streaming platform is used to exchange for cash, which is just a variation of virtual currency. The concept of virtual props seems to exist only in major forums at present. Through virtual props, you can pin posts to the top, add essence, speed up upgrades, etc. These virtual items can be exchanged for points or recharge. Live streaming platforms are used to beautify and diversify the concept of "giving money".

5. Entrance

The entry here refers to the way to obtain growth points/points/virtual currency. There are mainly novice tasks, daily tasks, main tasks and non-fixed income.

1. Newbie Tasks

• Function: Educate and guide new users to use the platform; obtain the user tags that the platform wants through the user's initial choice.
• Format: bind email, select topics of interest, bind mobile phone, complete real-name authentication, upload avatar, complete personal information and other tasks.

2. Daily tasks

• Function: Give users a reason to open the app and increase DAU.
• Forms: check-in, like, comment, write, run, listen to music, share, etc.

3. Main Tasks

• Function: Encourage users to use the core functions of your app, and use them repeatedly.
• Forms: game map tasks, e-commerce platform tasks, credit card consumption tasks, music software listening tasks, etc.

4. Non-fixed income

Rewards are generally a monetization method provided by UGC platforms to content producers. UGC platforms and live streaming platforms such as Jianshu have adopted non-fixed income services.

6. Export

Where there is an entrance, there is an exit. The exit refers to the place and method of using growth points/points/virtual currency, etc. This can be achieved by obtaining privileges, redeeming points in the mall, and getting cash back on consumption.

1. Privileges

Privileges are generally based on rank, status, and whether or not payment has been made.

2. Points Mall

Points can be used to redeem peripheral products, vouchers, and participate in lotteries, etc.

3. Cash back on consumption

For example, Jingdou, you can get Jingdou when you make a purchase last time, and use it to offset part of the amount when you make a purchase next time. It is helpful to stimulate users to consume multiple times.

7. User system examples of some products

【QQ Member】

(1) Experience points

(2) Entrance

Sign in (click to sign in, automatically obtain by turning on a certain function, automatically obtain by logging in), pay money (activate or renew membership), spread the word (invite friends, share content), use functions (activate a group of 2,000 people, log in with one click), attract fans (follow the WeChat public account ), and upgrade gift packages.

(3) Export

Points mall (limited exchange, limited time exchange), points lottery.

(4) Privileges

(5) Recycling mechanism

It decreases at a rate of 5 points per day until the growth value drops to 0.

【IReader】

(1) Reading cakes and vouchers

(2) Entrance

You can get vouchers by binding your mobile phone number, signing in, and completing tasks; Yuebing can be obtained by participating in regular raffles for Yuebing, recharging, and participating in reading activities.

(3) Export

Buy books and vote for books (1 vote is worth 100 reading cookies).

(4) VIP Privileges

(5) Recycling mechanism

Vouchers have an expiration date; reading points do not have an expiration date.

【JD.com】

(1) Growth value

(2) Entrance

Shopping, evaluating orders, posting orders, etc.

(3) Export

Jingdou with a number greater than 1,000 can be used as cash, 100 Jingdou = 1 yuan; any number of Jingdou can be used as cash when recharging over 50 yuan. Member-only products, member specials, and Jingdou redemption coupons.

(4) Membership Privileges

(5) Recycling mechanism

Silver medals will deduct 1,000 growth points each year, gold medals will deduct 4,000 growth points each year, and diamond medals will deduct 4,000 growth points each year.

Note: There is a lot of knowledge about user growth systems on the Internet. I have summarized some of it and added my own understanding and corresponding examples. I hope it will be helpful to everyone.

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This article was compiled and published by @屈边不纯 (Qinggua Media). Please indicate the author information and source when reprinting!