How to achieve explosive growth in users?

Internet practitioners always have to face three hierarchical problems:

How to maintain continuous user growth ?

How to maintain user growth at a low cost?

How to maintain high-quality user growth at low cost?

The first problem is the easiest to solve, just spend money.

App stores, information flows, searches, APP direct investment, new media direct investment, industry KOLs, and cross-industry cooperation, as long as you are willing to spend money, traffic will continue to flow in, but low cost and high quality cannot be guaranteed.

What should you do if you don’t have money, or are reluctant to spend money, but still want growth?

You can consider the self-fission [Invite Friends] gameplay. Human-to-human transmission is always the most efficient way of transmission. As long as you have seed users, the people around those seed users are likely to be your target users. You only need to pull the lever once to get the snowball rolling, and the snowball will grow bigger and bigger by itself because of its low cost and fast fission.

So how can we make the artifact exert its greatest power? Just solve these two problems:

1. Why are users willing to share your product with others?

1. Profit driven.

In order to obtain the benefits you promised him, he will actively share. The most common scenario is: "Invite friends to join and get a red envelope of n yuan." This situation requires users to pay a certain social cost, because before sharing, users will consider how the other party will react after seeing the shared information, and whether they will be interested. Do you think he is low? Will you block him? Therefore, when using this method, you must figure out the critical point at which different users are willing to pay the social costs, so as to ensure that the rewards you give are sufficient to make users willing to pay the social costs, while also minimizing your own costs.

2. Emotionally driven.

After using your product, users will be able to develop a psychological identification with it, and feel that your product is easy to use, useful, in line with their own values, and in line with their own aesthetics. At this time, users will be more willing to actively recommend your product to people around them. Because the sharing is not motivated by naked profit, the user's recommendation behavior will be more natural, and the new users brought in will be of higher quality relative to profit-driven ones.

3. Unconscious behavior.

Users simply want to show information that they find interesting, for example: sharing a good song from NetEase Cloud Music with friends, sharing their exercise data on Keep to Moments, etc. The starting points of these behaviors are very pure, similar to the psychology of posting to Moments, mainly to express their own ideas to others or gain recognition from others. At this time, you just need to ensure that other users can find your product after seeing the shared content, such as adding a download link or a recognizable QR code, which will have a certain chance of bringing potential users to your product.

2. How to quickly convert invited users?

1. Promote the first use as soon as possible.

To elaborate, if a user sees your product somewhere else, becomes interested in it and downloads it, then what you need to do is to lower the threshold for first-time use as much as possible in product design, or even use rewards to encourage users to complete their first operation. Because once a user has used your product, they will establish an emotional bond with the product, and the churn rate will be greatly reduced.

2. Reasonable conversion path.

First of all, we must understand that users who come to us through sharing with others and users who actively seek us out have different psychological expectations towards the same product. The former uses the product because someone recommended a certain point to them, so their partial knowledge of the product is greater than their overall knowledge. Therefore, we need to use the shortest path to show users the core functions of the product to promote conversion.

3. The core value of the product must be perfect.

This is the most important point. I said in the previous article that users who cannot stay are just passers-by and cannot contribute long-term value to your product. How to retain users when they come? It depends on the core value of the product. Except for a few monopolized tracks, most tracks are in a state of a bunch of products competing for users, so the core value of the product must be perfect enough. After all, a blacksmith must have strong tools.

Inviting friends is the most cost-effective way to acquire customers, and it is also the way to acquire customers that tests your ability to understand human nature. The same form will produce different results in the hands of different people, so if the effect is not good after a short trial, don't give up in a hurry, try different ideas.

Starting from the point of giving up interests and exchanging social relationships with users, evolve into as many forms as possible.

Author: Shi Guipeng

Source: Shi Guipeng