How to use the points system to stimulate user retention

A reasonable points system generally consists of two parts: ways and rules for obtaining points and ways and rules for consuming points. Next we will mainly talk about how to operate these two parts.

1. Points Earning

Points acquisition refers to the process in which users obtain points by completing officially prescribed tasks. From the definition of points, we can judge that when users obtain points, the official hopes that users will complete the expected tasks. The completion of this task is often related to the core assessment indicators of the product, which is often referred to as "KPI". Therefore, points can be obtained from the following aspects

01. Set up ways to earn points based on product KPIs

Each points system has its main purpose. Some are to promote user activity, while others are to operate users in a tiered manner. So when we set up the points system, we start from these aspects. If the purpose is to promote user activity, then points can be set up through new user registration, daily login, continuous login, consumption of products and services, etc. If the purpose is to manage user relationships, then you only need to set points based on the user's comprehensive financial resources, including account deposits, spending limits, historical credit, proof of assets, etc.

02. Set the points value

After planning how to obtain point products, we also need to consider the actual value of the points. The value of points is generally divided into two types. One is that it can serve as a general equivalent, such as Tmall points. 1 Tmall point is equal to 0.01 yuan. The other is a virtual points system within the product system. These points can only be accumulated and then redeemed. For example, the points earned by Didi Chuxing through taxi rides can be redeemed for taxi coupons when they accumulate to a certain value.

03. Pay attention to the value of points and the security of obtaining them

When a product has an internal points system, it essentially means that exchanges can be carried out within the platform. It's like in a market, both parties have some economic activities. In order to maintain the stability and prosperity of this market, we need to pay attention to whether the value of points is constant, whether over-issuance of points will have the risk of depreciation, and whether it will cause inflation within the market. So you need to take this into account when setting up how to earn points.

Another point is the security of points. Some users may exploit loopholes in the platform to obtain a large number of points in a short period of time. This security may be caused by loopholes in the points acquisition rules or bugs in the product technology. These factors will affect the security of points.

2. Points Consumption

After we have established the ways and rules for obtaining points, we need to consider the ways and rules for consuming points. The process of consuming points is actually the process of giving rewards to users. After consuming points, users can obtain services or other values ​​within the product.

01. Set the liquidity of points

Regardless of the type of points, the liquidity of the points needs to be considered. Liquidity mainly includes two aspects: first, whether the points can be transferred to other people, and second, whether the usage period of the points is limited by the validity period. In order to encourage users to actively use points, general products usually set the points to be non-transferable and need to be used up within a certain period of time, usually once a year, and will be reset to zero after the expiration date.

02. Set the scope of points usage

Each points system will specify the scope of use of points. Common points operation systems include internal product, external product, and a combination of the two. For example, the point system of China Merchants Bank is used outside the product scope, and the points earned by users through consumption can be exchanged for gifts other than products. For example, the points offered by Didi can be exchanged for taxi coupons used within the product, as well as coupons for local life use, such as physical examination packages.

03. Set rules and methods for using points

After determining the circulation and scope of use of the points, we then need to consider the rules and methods for using the points. There are two points to consider when using the points rule. The first is that the consumption of points must bring actual benefits to users, whether spiritual or material. The second is that the use of points should preferably be linked to product services to guide users to continue using the product and increase user stickiness. For example, Didi Chuxing’s points mall guides users to redeem taxi coupons with points.

04. Interesting ways to play with points

The consumption of points is actually the process of users purchasing services. In order to keep points attractive enough to users, you can set up some interesting ways to play with points to enrich the experience.

1. In conjunction with festivals and solar terms, launch some points reward activities. For example, during holidays in CrossFire, there will be activities where you can get double points and exchange them for weapons.

2. Update the goods and services that can be redeemed with points in a timely manner. After users redeem points for a certain period of time, they will generally receive gifts of interest from the points mall. At this time, some of the most popular gifts available online, such as new Apple mobile phones, can be purchased.

3. Set up some points lottery sessions. Sometimes points can be redeemed for more than just accumulation. You can also set up some point-drawing activities, such as a roulette-type lottery. Users can get a chance to draw a lottery by consuming a certain number of points.

In summary, after considering a complete set of ways and rules for users to obtain points and consume points, the points system within the product is basically ready. After the points system is launched, the experience must be continuously optimized based on user feedback. At the same time, the launch of a new function also requires publicity and education from operations colleagues as well as product maintenance. It is necessary to guide users to use the points function more and update the gifts in the points mall in a timely manner.

Ultimately, through the joint efforts of products and operations, the points system can truly stimulate user retention .

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

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