Is “rewarded forwarding” really a panacea for activating users?

When it comes to analyzing user behavior, which method is closer to the user's real choices?

Every time we come into contact with a new project, most people will probably think about what the users they are about to face will be like. User analysis has become a necessary step in starting project operations . There are many standardized methods for user analysis, but how to start analyzing users and the strategies used will be different for each person.

Sometimes I wonder, what is my method of analyzing users? Is it habitual intuition or rational thinking? In fact, the user analyses I have done in the past would occasionally fall into some inertial cognition. Based on the sensitivity to user understanding that I developed when I was working on the community, I always felt that I should understand it very well.

After hitting a wall many times, in practice nowadays, when analyzing users, we no longer just trust our intuitive judgment, but also think about the fact that the occasional "unexpected" behavior of users is actually the behavioral choices that users already have. However, we need to know a method that is more in-depth and combines the user's human psychological choices to explore their behaviors that have not been "investigated" or "felt".

When analyzing user behavior , don’t ignore the “little thoughts” in the user’s heart

I remember that when I was operating a forum, I was sometimes surprised by some of the users' actions. For example, a user would spend a lot of energy and thought on a reward that had very little monetary value. Also, when doing e-commerce operations, we also feel confused by users' irrational consumption choices. Sometimes, they are easily led to irrational behavior by some copywriting .

But later I encountered more similar situations and read a lot of related books. In fact, these hidden thoughts of users are not special cases, but the hidden motivations of users.

Of course, these motivations cannot be discovered by simply conducting an ordinary survey in the market. Many of these implicit behavioral choices only appear after an event occurs and the user's choice appears.

If we guide users' implicit motivations well and set some activation rules based on these motivations, will users' behaviors go in the direction of the operation's purpose?

Why is rewarded forwarding always effective? When it comes to rewards, users’ bodies speak more honestly than words

Whether it is emotional motivation or direct monetary incentive, users seem to find it difficult to resist. From grabbing posts on BBS, to forwarding with rewards on Weibo, to sharing with gifts on WeChat . The activities are similar, and some are even fake, but there will still be a large number of users participating in them. Whether consciously or unconsciously, they are stimulated by these incentives and their behavior is driven.

We set up activities and create an incentive system for members, and also start to expand based on the changes in user behavior during this incentive. Whether it is the clearly marked membership level or the instant rewards, it seems that users cannot escape the attraction of such rewards.

Of course, different levels of rewards have different incentives for different users, just like a reward of 100 yuan may not impress everyone. However, the addition of rewards, whether it is a direct increase in numerical value or the injection of more added value, will always reach a critical point to motivate certain users and then make them start chasing this reward.

In the implicit motivation of users, the expectation of "gaining" will always unconsciously tend towards the desired benefits and advantages. Even if they verbally do not care about some rewards, under the influence of the group, they will naturally make the choice to pursue rewards. However, to find the incentive content that can impress users and the numerical critical point, we need to continue to practice operations to explore.

Rewards are a panacea for activating users, so how can we price and characterize rewards to make users more willing to make choices?

Sometimes, rewards are like a panacea for attracting new customers. What’s important is the degree, content and form of the rewards. Pricing and characterizing rewards, especially identifying what users prefer in their implicit behaviors, is the most challenging part of operational capabilities.

However, this cannot be achieved by thinking alone. The discovery of users' hidden behaviors needs to be combined with operational practices. For example, is it possible to first identify multiple groups of the same user group, then carry out different types of activities for them, and then compare the final participation effects?

In addition to testing during delivery, there are also tests in operational work facing users, and they are not all the same. Therefore, how to set the rewards and to what extent, operations need to have an estimated value first. This is the result of accumulated past experience. Based on this result, it is necessary to find a user testing method to track user behavior feedback and determine a solution that is closer to the user's real needs.

For example, many fitness centers use annual passes to stimulate users' annual consumption, but there are actually very few people who can actually consume throughout the year. So why are most people attracted to annual consumption instead of adopting a more conservative pay-per-use model? Is it really just to save a few hundred dollars?

In fact, this may be due to the user's hidden behavior. There is a kind of psychology that hopes that purchasing an annual package can force himself to go to the gym. As long as you grasp this psychology and set some rules, the user will naturally choose the plan you want him to choose. But before doing all this, the price range for annual packages and the pay-per-use standards can all be explored by setting up some temporary activities, and you can even figure out the option that users prefer, be it an annual package or a six-month package?

Understand the hidden motivations of users and continuously guide and intervene in their behavior

The depth of understanding of users' implicit motivations will naturally lead to different solutions. For example, users have an obvious need for more convenient travel. Some people will solve this problem by offering carpooling services in the same city, while others will solve this problem by promoting cost-effective car brands. Of course, some people will choose to solve the problem of idle drivers and vehicles, while satisfying users' multiple implicit needs such as reducing the cost of each trip and having a good identity experience.

The user's implicit motivations will not be directly expressed, but if the user's implicit needs can be tapped and combined with relatively strong guidance and intervention, the user's behavior can be easily influenced.

Has anyone conducted in-depth research on whether women’s choices in the workplace are influenced by their innate nature or acquired social and cultural factors? It was finally discovered that women's choices were mainly influenced by social culture. Similarly, many hidden behavioral choices of users will also be heavily influenced by the social environment and circle attributes.

The choice an individual makes on a matter is influenced by his cognition. The mainstream opinions he has been exposed to in the past will affect some of his judgments when making the choice.

No matter what type of product you make, it is quickest to impress users by combining their needs in a certain scenario and coming up with a relatively good solution, because this is a behavioral choice that users can make intuitively based on their past experiences. However, users' more implicit motivations need to be guided.

Incentives + member investment system + circle community are all ways to guide and intervene in users' implicit motivations

Since users' implicit motivations can be guided and intervened, guidance such as incentives becomes necessary. Incentives allow users to quickly make choices about certain behaviors. Setting up instant rewards can allow users to continue using the product in a short period of time, and user stickiness will be particularly strong in a short period of time. But if you want users to stay on the product for a long time, you need to combine it with long-lasting incentives.

Building a system that helps with member growth or personal value-added can allow users to make behavioral choices to invest in the future. For example, some users will choose to get a reward of 100 yuan on the same day, while others will persist for 30 days in order to get a reward of 4,000 yuan. There is always a group of users for whom future rewards are more appealing than short-term rewards. This is also the process of user classification, combining different rewards to allow different users to find corresponding behavioral choices.

In order to guide users, in addition to using some incentives to increase user stickiness, strong intervention from brands or community circles is also indispensable.

Screen users and regularly gather certain users into a circle, let them interact within the circle or community, generate guidance for various ideas (such as the influence of word-of-mouth) and the communication of new viewpoints (such as high-level users sharing rights and interests). Through this high-frequency interactive influence, a strong guidance and intervention on user cognition is established. This is why many new products use membership groups or communities to activate certain user behaviors.

Whether it is solving the intuitive needs first and then cutting into the implicit needs, or grasping the user's implicit needs and motivations from the beginning, the user's implicit needs and motivations will play an increasingly critical role as the user deepens their use of the product. The skill of operation lies in how to discover the users' hidden motivations and truly impress them.

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

The author of this article @粉小圆 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting! Site Map