How can a product achieve explosive growth in users?

Competition among Internet products is essentially a competition for users. So if you fail to seize the opportunity, how can you achieve rapid user growth?

Prerequisites for user growth

Good product performance is a prerequisite for user growth. Good product performance can be judged from three dimensions.

1. Whether the rigid demands of users are met. p2p meets users' financial management needs, WeChat meets users' social needs, and Taobao meets users' shopping needs. All user growth is carried out on the premise of meeting users' core needs.

2. What is the user retention rate ? Because user retention rate can reflect your user experience and the stickiness of your product, and is the result of users voting with their feet.

3. Look at NPS. NPS indicates whether users have a strong desire to recommend. Only when users have a strong desire to recommend will a recommendation reward activity be attractive.

If you don’t have these prerequisites, don’t do user growth, and the results won’t be very good.

User growth methods

1. Recommendation rewards

Why do you use Apple, why do you drink Starbucks, why do you go to IKEA. It’s not because of where you saw the banner, or who gave you a few coupons. In most cases, it’s because your friends are using it and recommend it to you.

For example, now on many platforms, if you invite friends, you can get interest rate coupons and share your friends' profits. If the invited friends invite their friends, you can also get profits. This increases the enthusiasm of the inviter. Moreover, as a user who likes financial management, birds of a feather flock together. The friends around you are basically users who like financial management. You can achieve the effect of precise promotion with a relatively small cost.

2. Channel Promotion

Taking Internet finance as an example, there are many promotion channels now, such as Rich Dad, Juxiangyou, Spider Web, etc. It doesn't mean that the more registered users coming from a certain channel, the better. No matter how many registered users there are, it is useless if they cannot be converted into investment users. The channels need to be divided into four quadrants based on the two dimensions of quality and cost.

For channels with high costs but high-quality users, cost evaluation is required.

For channels with low costs and high-quality users, more investment is needed

For channels with low cost but low quality users, it is necessary to evaluate the channels.

It is recommended to abandon channels with high costs and low user quality

3. Import WeChat and Phonebook

This is especially true for social products. For example, the Kugou software can automatically obtain the user's WeChat permissions to obtain the user's friend information, so that you can see which friends have registered, follow each other, and invite friends. At the same time, through the interface provided by a third party, the cumbersome user registration process can be omitted and the conversion rate of user registration can be improved. However, this method may not be applicable to financial products. Financial products need to strictly protect user account personal information, and doing so may pose certain security risks.

With the development of the times, the import functions of phone books and emails have been replaced by WeChat, QQ, and Weibo. There are two advantages to doing this: 1. It makes it easy for users to register, with just two clicks, increasing the registration conversion rate. 2. It is convenient to share on social networks, which not only satisfies users’ desire to show off, but also brings selection and promotion to the platform. For example, Changba, Kugou, etc.

4. New product features bring user growth

Operations follow products. As products continue to launch new features, operations need to quickly follow up and introduce users to new products. At the same time, operations will reversely promote product optimization based on user feedback, data analysis , user retention, etc. after the product is launched.

Take financial products as an example. In the past, your products only had basic functions such as investment, withdrawal, and recharge. Users leave after using the platform, and there are no more usage scenarios. At the same time, there is no connection between people. The reason why the retention rate is still good is that users invest money in it, and they need to check every day to see if your platform has run away. Now you add a community function to share some financial tips and financial news. Users can post their own posts, and other users can like and follow them if they think their posts are good. Those who are followed in this way will not leave the platform easily, and those who can learn knowledge will not only not leave the platform themselves, but will also recommend it to their friends, thus bringing user growth to the platform through the community function.

5. Establish product mechanisms to drive user growth

The growth of Internet users revolves around users' core needs. All Internet products are developed around supply and demand, but the forms of supply are different. E-commerce is physical goods, O2O is services, finance is high-quality assets, and communities are high-quality content. However, it is not enough to just meet core needs, it is also necessary to meet the users' extended needs. For example: The core demand of Internet finance is financial management, but if you think further, why do users manage their finances? It may be for traveling, shopping, consumption, repayment, etc., then these are the extended needs of users. Imagine a user who needs to apply for a credit card knows that your platform not only helps with credit cards but also financial management and credit card repayments. Then, will this user get to know your platform through wanting to apply for a credit card and then be converted into an investment and financial management user? Products must not only meet users’ core needs, but also meet their extended needs. This is why JD Finance has been able to succeed.

6. With a small tail

This is quite old. Twenty years ago, when email was still tied to Internet service providers, Hotmail launched an email service that was independent of Internet service providers. At the same time, there would be a small tail at the end of the emails sent by users, which meant that this email was sent through free Hotmail. Click this link to get your free email.

7. Share red envelopes

This is like the Ele.me red envelope. Every time you order a meal, you can share the red envelope. After the red envelope is shared. Friends can grab the red envelopes you share, and you can also grab the red envelopes your friends share.

In late 2014, Didi Chuxing launched a new way of paying for taxi rides - red envelopes. Unlike previous direct subsidies to users, taxi red envelopes are not directly deposited into the user’s account, but must be shared on WeChat Moments or a friend before others can grab and use them.

Now, by grabbing the red envelopes shared by Ele.me, you can not only get takeout red envelopes, but also taxi red envelopes. It is a powerful combination and resource exchange. If you have the ability, you can also play this form of sharing red envelopes with other platforms.

Compared with cash subsidies, the essential difference between red envelope subsidies is that they have the ability to spread further through relationship chains.

8. Crush On Me, viral marketing

• The user sends the name and number of himself and his crush (can be multiple) to the system
• If the system finds that two people have a crush on each other, it will notify the two people and suggest having sex

This game may seem simple, but it has a powerful viral marketing effect:

• After the system gets the name and number of the user's crush, it will send a text message to the crush, informing him/her that someone has a crush on him/her, and entice him/her to play the game and test his/her crush.
• In order to test whether the person they secretly love likes them, users will also send this game method everywhere, suggesting various friends or classmates to play it, and try to find someone who also has a crush on them.

8. Invitation mechanism

PMcaff requires an invitation code to register, and Zhihu also has an invitation code for early registration. This gives people the subconscious impression that this product is very valuable and I should use it sparingly. At the same time, a strict invitation mechanism is used to control the quality of users in the early community.

Summarize

The above is mainly a user growth mechanism considered from the product perspective, without some marketing aspects such as SEO optimization, forum promotion, QQ group communication, etc. For specific marketing strategies, please search for relevant articles in Qinggua Media.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @德艺双馨产品刘 Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!