Ronglian Cloud Communications Tips: How to Lower the Threshold for Acquiring Real Users

Nowadays, many Internet companies are acquiring users through massive offline subsidies. In order to get benefits, many users have taken out their mobile phones to register as corporate users. In order to verify the authenticity of users, companies usually need to send SMS verification codes to users. This verification process is an operational threshold for users and an acquisition threshold for companies.

Operation threshold: Uncertain factors in registration verification increase the risk of user loss

In the Internet industry, there is a basic consensus that, in the registration process, every additional step a user takes will reduce the user conversion rate and increase the churn rate. During the registration process, after the user fills in the mobile phone number, the registration is not completed. The user needs to wait for the verification code to be sent to the user's mobile phone and fill it in the registration form to complete the registration. This step may cause user churn due to several uncertain factors.

Users who register through mobile phones may be lost because they are not familiar with the operation of smartphones. In the scenario of using a mobile phone to receive a verification code, the text message of the verification code will be displayed in the title bar. Some mobile phones will display it for a few seconds and then disappear, while some mobile phones will only show that the text message has been received. In this case, the user needs to pull down to read the text message content, and some even need to jump out of the current application to enter the text message, and then manually return to the application. The operation path is long. This is even more difficult for middle-aged and elderly people who are not very familiar with the operation of smartphones.

Of course, the most critical factors that affect user churn are the arrival rate and delay rate of SMS. We all know that most users lack patience. If they do not receive the SMS verification code when registering, or the SMS verification code is received very slowly, users may give up registration and thus churn away. When designing the mobile phone number verification link, the industry sets the user's psychological expectation to 15 seconds. If the verification code is not received after 15 seconds, the user will be extremely anxious and the possibility of churn is very high. For users, receiving the verification code within 3 seconds is the smoothest experience, and 5 seconds is also within an acceptable range. Therefore, many companies will negotiate according to the 5-second standard when accessing the SMS channel, and the SMS channel party often claims that it will be delivered in 5 seconds, but the actual situation is often not so optimistic.

Acquisition threshold: User loss during registration verification directly affects the company's marketing costs

In the industry, it is generally acknowledged that the SMS verification code arrival rate can only reach 93%. A 93% arrival rate means that 7% of users will definitely be lost. Adding the users lost due to delayed SMS arrival, this means that based on the high marketing costs invested by large Internet companies every year, the waste may even reach several billion. In the past, some companies ignored the loss of users in this link, while others noticed this part of the user loss, but often accepted this reality because there was no better choice.

Many people in the industry remember the control of SMS channels by operators a few years ago, which caused a lot of delays in the verification codes of many websites. Many users were lost due to unsuccessful registration, which made the companies suffer in silence and also invisibly wasted a lot of their marketing investment.

At the same time, some professional "brushers" will take advantage of the weaknesses of the SMS verification code to brush orders. They use a large number of mobile phone numbers and devices that can receive SMS verification codes in batches to disguise themselves as "new users" and sweep away a large amount of subsidy funds for new users. This has also caused headaches for many companies.

A new verification solution that lowers the threshold: combined application of SMS verification code + voice verification code

Recently, Ronglian Cloud Communications launched a verification code product called "Xiu Xiu", which provides a new verification solution for enterprises. This product combines innovative voice verification codes with traditional SMS verification codes, making the two complement each other, thereby lowering the user's operation threshold and the enterprise's acquisition threshold for real users.

For people who are not familiar with smartphone operation or the elderly with poor eyesight, voice verification code is a very convenient experience. At the same time, voice verification code also has a unique advantage in ensuring the arrival rate. It can be dialed to the user's mobile phone within 5 seconds, so that users are free from the pain of SMS channel congestion, and there is no problem of being intercepted by mobile phone software. It can also avoid the problem of users waiting for a long time, thereby greatly improving the user experience.

This advantage of voice verification code undoubtedly greatly reduces the threshold for enterprises to acquire users and saves marketing costs. In addition, voice verification code is more real-time than SMS verification code. By broadcasting verification code in real time, it can also prevent "brush customers" from brushing orders and prevent enterprises from being maliciously defrauded of offline subsidies.

Many Internet companies rely on high-quality services and offline subsidies to develop users. If verification solutions such as Xiuxiu verification codes can become popular, companies can invest the saved resources in product research and development, channel development, etc., thereby providing users with better services, which will be a win-win outcome.