Comprehensive insight into explosive user growth!

Fission growth? AARRR model? These familiar concepts are no longer unfamiliar. You can find a lot of relevant materials for learning on the Internet. Today, we will do an in-depth analysis based on actual operational projects.

1. Comprehensive insight into explosive growth

What exactly is the fission growth that is currently mentioned in the market? Fission, in one sentence, is a kind of activity dissemination based on social chains. Common forms include old employees bringing in new employees or lobbyists bringing in customers. That is, how to tap into the platform's existing customers, maximize their value, and then help the platform bring in more new customers. The reason for doing this is actually because the current traffic costs are getting higher and higher, and many companies want to use more budget on existing old customer base to tap more value through the old customer base.

Regarding fission, there are already many mature ways of playing on the market. So when we are doing a fission activity , do we need to research a new way of playing? In fact, for most ordinary people, or when we first come into contact with fission growth, the best and most direct method is to imitate a model that has been proven to be feasible. So what are the more mature gameplays that can be imitated?

There are five main ones: fighting, helping, sending, cutting and comparing.

• The first one is to form a group. I post an activity, and then my friends come together to use this potential to accomplish something. This form of group buying is quite common.
• The second one is to help, which is actually a similar way of providing assistance, by leveraging the power of your relatives and friends or your circle of friends to help you achieve your goals.
• The third one is to give away gifts, big prizes and gifts for free. It is simple, direct and has great lethality. The gifts you give need to be selected based on the attributes of the industry.
• The fourth one is to bargain. By inviting people to bargain, you can turn an originally expensive item into a price that meets your psychological expectations, or directly bargain it down to 0 yuan and give it away for free. This form of form makes people feel happy.
• The last one is comparison, which you can understand as a kind of comparison among users, and they do this in a form similar to ranking. Continuously refreshing page data stimulates users to spread and forward.

In fact, when it comes to activities such as group buying, bargaining, and support, we think more based on the underlying logic of these activities rather than just the superficial form. We usually see many activities, each one looks different and feels complicated, but in fact, if we simply sort them out, there are only a few types. Many activities actually integrate the gameplay of fighting, helping, sending, chopping and comparing into one page for simulation combination.

Of course, the specific gameplay we choose is based on the purpose of our activity. Some activities focus more on attracting new users, some focus on retention and activation, and some may focus on monetization. For example, when it comes to attracting new users, there may be more invitation-based methods. Retention and activation types, such as cultivation and lottery types, are about activating these resources based on the platform's existing customer base. If the purpose of monetization is stronger, you can choose methods such as bargaining and giving coupons. You can attract users through friends, lower the price, and then guide users to buy the products.

Now that we know these common ways of playing, what else do we need to consider when we actually operate fission growth activities?

Here I summarize and extract five key elements.

The first is the seed user. If we just organize an event but no one participates, then the event itself is actually not of much value. The seed users here can be understood as a kind of existing user resources.

The second is the k value. As for the k value, you can simply understand it as the number of people brought in by an old user. Some activities are designed to attract new customers, so you can set a K value when designing the activity rules, which is equivalent to the minimum threshold. For example, in an invite-one-get-one activity, if you invite a new person, you will get something, so you have to invite at least one new person. In this case, the k value is 1. If you invite two people to get more things, the k value is 2.

The third is bait. When holding an event, you always need some gifts to attract users, or a benefit point or gimmick, which are all very important. As for gifts, they generally include virtual and physical items. Virtual gifts include phone coupons and membership cards. As for physical items, in the education industry, you can give away some paper, pens and books. In the real estate industry that I have been involved in, the budget is relatively sufficient, and they will give away big prizes such as home appliances and high-end mobile phones, and guide customers to the site for one-on-one communication with sales staff. This conversion effect will be better.

The fourth one is the poster. After an event is launched, you always need a promotional medium or platform, usually through posters. Of course, the way of speaking is also very important, including some promotional copy.

The fifth is process. The design of an event includes a participation path and a sharing path. Do you have to consider whether the whole process is smooth? When participating in an event, can users clearly understand what your event is about? Whether users are willing to share actively and whether the incentive settings of the link are in place.

2. How to improve user conversion and reduce traffic waste

The operation of long-term large-scale projects has a good effect on guiding users' minds and cultivating potential users' habits. There are some good parts in the operation process, but there are also many shortcomings. Among them, data analysis and page optimization are the top priorities. It is also thanks to the work of these two parts that the activity was ultimately achieved with rapid growth.

1. Activity data analysis

The activity itself underwent four major iterations and upgrades. Focusing on the overall goal of attracting new customers, it continuously adjusted the activity logic and optimized and upgraded it to better achieve project expectations.

The data analysis dimensions include page traffic of old users, page traffic of new users, page traffic of new users/page traffic of old users, and the overall proportion of each assessment indicator during the activity period. M1: old user page, M2: new user page. Indicators 1-4 represent the four assessment indicators of the project.

Activities 1 and 2 are the two simple versions that were initially launched, and Activities 3 and 4 are later optimized versions. It can be clearly seen from the data that the actual conversion effect of later activities will be better. From the perspective of actual activity effects, the ranking of several versions of activities is as follows:

Activity 4 > Activity 3 > Activity 1 > Activity 2

Activities 1 and 2 are early stage launches. Especially the version of Activity 2 had a long launch period, but the conversion rate was poor. For quite a long time, we didn’t know how to optimize and upgrade it to a better direction. Through the analysis of daily activity data, the prize redemption rate of users participating in Activities 1 and 2 was low, indicating that the early prize selections were not attractive enough. Later, more high-value prizes were added during the activity design. Here I would like to share a little tip about H5 page optimization. When we usually browse the WeChat Moments ads, we are often guided to click on the ads at the end to see more content. The H5 page design can also draw on this idea. For example, when the user clicks on the prize selection, the state of the button will show different changes before and after the click, and the button for participating in the activity will show dynamic effects. Many times, some inconspicuous little designs can bring about a good conversion improvement.

When promoting daily activities, data is naturally indispensable. So how can we drive business growth through data analysis and analyze the core indicators in activities?

1) How to define core indicators

Business growth always requires a core goal as direction. Currently, the evaluation indicators for attracting new customers in the market are mainly based on the number of calls/registrations/downloads. After working in the Internet industry for a period of time, it is clear that these indicators can be generated through gray methods, and they are not the real North Star indicators. If the proportion of fake volume in a project is too high, you can imagine how great the impact on the business will be.

Every industry has its own core business logic, so these are the links and processes that we need to focus on in event design. How to better design the process around the North Star indicators can better ensure the quality of the results.

2) How to analyze core indicators

Conventional data analysis can be viewed from the perspectives of "activity exposure, page clicks, registration and download, and final conversion." However, not all projects need to analyze all dimensions. In many cases, we even need to think specifically about how to analyze core indicators based on the characteristics of the project.

The above data are the overall market details over a long period of the activity, and more of them are the activity effects from a macro perspective. But how do we analyze data on a daily basis? Going back to the fundamentals, micro-level analysis such as daily/weekly/monthly reports is also necessary, and the accumulated data can be used to analyze the actual effects of various activities. Here I would like to share an idea and method for data analysis: increase revenue and reduce expenditure. It can be analyzed from four dimensions based on the size of traffic and the quality of conversion. Through the four quadrants, find channels with large traffic and good conversion rates and focus on them. Channels with large traffic but poor conversion rates should be adjusted in a timely manner and removed if necessary. After several cycles of data optimization, we retain more and better channel resources, advertising space resources, and material design styles with higher click-through rates.

2. Page Optimization Summary

Compared with Activities 3 and 4, Activities 1 and 2 have made significant adjustments in page optimization. The prize redemption rate for 1 and 2 is only about 10%, while the prize redemption rate for 3 and 4 is increased to about 50%. On the one hand, it is because the value of the prizes has been upgraded, and on the other hand, the detailed optimization of the event page has improved the user experience and participation smoothness. The following content is a summary and extension of the page optimization section.

The first step is to discover pain points . When we plan an H5 page, the first thing we do is not to draw a prototype demo picture, but to analyze, think and plan. You have to think clearly about what products we have in our industry? Who are the target customers? What are some of their needs? Because users only care about what they want to care about. For example, if I don’t play games, then if you keep sending me game ads, I am an invalid customer and I won’t feel anything no matter how many times you send me.

We have found the target customer group and explored some of their needs. Now we need to start the second step, presenting the solution . That is to say, provide some solutions to the problems that users need to solve. Let users feel that we can solve the problems they face.

This step is closely related to providing evidence in the third step. That is, the user enters our activity page and finds that we have pointed out some of his pain points and provided some solutions, but he may not believe us at this time. Because there is a process for users to go from knowing, recognizing, approving, and subscribing. Even if he has some knowledge of us, whether he is willing to recognize us in the end is still a question.

At this point, we need to provide some evidence or proof. Add some brand endorsements on the page to let users know that they can indeed get the gifts they want after participating in the event.

The last step is the call to action , which calls on users to take immediate action and complete the final step. We have raised the problem and provided the solution, and the user believes that we can indeed solve his problem. At this time, we can become friends and guide them to leave us their contact information, and then we can solve this problem together.

So, the entire page contains a lot of things. Of course, it is at least the four I mentioned above: pain point discovery, solution presentation, evidence provision, and call for action .

III. Cognition and Thinking about Growth Mindset

I officially entered the Internet field at the end of 2015, and the prototype of this thinking model was formed in the summer of 2018. After several years of exploration and thinking, this model has been gradually improved. Especially after experiencing the baptism of large-scale projects, my understanding of growth thinking has been greatly enhanced. Engaging in growth work is not only an optimization of the project, but also a reflection on personal growth.

The "discovery" mentioned here, for example, we often see a lot of superficial things in our daily lives, and one thing we need to do is to gain insight into the more essential relationships and related contents behind these appearances. In fact, there will be many relationships in the middle, including some causal relationships or attribution relationships. At this time, we need to analyze, summarize and conclude. The most important thing is to find some regularity and commonality in thinking. After extracting this law, we will get some methodologies. In fact, the law can be understood as some methodological content. In the end, your cognition and understanding of many issues may be greatly improved, and then you will enter the next stage, because people's cognition or learning ability is constantly improving. These are improvements on the thinking level.

If we talk about the specific skills, it will be easier to understand. It is to do the basic work every day, such as writing copy, doing planning, doing some data analysis, and thinking while doing it. On the basis of practice, we summarize the rules, that is, summarize some more universal common things. These rules can be used not only in this industry, but also in another industry. These methods can be transferred.

Author: Hu Xianwu

Source: Wenli (h934803076)