A complete review of the old-fashioned new distribution with 8 fission levels, 32% conversion rate and 7.4 K value

As we all know, the author initiated a fission project some time ago - the toolbox for old and new users.

This project is very simple, and it is not like a case disassembly project of wild operation. It has gone through more than ten iterations from its inception to the present. The reason why I did it was to test my understanding of old employees bringing in new employees, as well as the operation strategy based on this understanding.

Let me first talk about my test results. They are in line with expectations, but there are many bugs. This article wants to show you my mental journey and thoughts when doing this project from the perspective of review.

1. Why should we do a distribution project where old customers bring in new customers?

There are two main reasons.

First, the company I was working for at the time gave me the distribution business. Because I was facing junior high school users, there were no mature distribution cases of junior high school education products in the industry, nor was there a promoter distribution system similar to that of children's education products. Our distribution tools were not "closed loop", which was very troublesome.

Second, because I have been engaged in business that relies on fission to drive growth for a long time, from the perspective of enriching my own skills, I want to run a real distribution activity, fully and deeply understand the overall picture of distribution, and hope to find ways to solve the problems in my own distribution work.

With these two goals in mind, I began to prepare distribution tools and products suitable for distribution, and later chose the "Old and New Toolbox".

As an old growth person, especially one who does fission growth, tools are very important to us.

Good tools can bring very impressive growth effects, but what types of tools are there? What is the underlying logic of each tool? What are some of the better brands for each type of tool? What specific functions does each brand tool have? Few people have ever summarized it.

The author believes that this is a product suitable for distribution, so he personally compiled the answers to the above questions and output them into a document. In order to make the product richer and comprehensively solve the problems in fission or old-to-new operations, it was combined into four documents for external release.

Of course, it actually took a long time to prepare this product, because most of the content was typed out word by word by myself, so when it was launched, "original production" became the core selling point.

2. How to implement the distribution project of bringing in new customers?

After selecting the product, it’s time to officially launch it. Because it’s a test project, there’s no fanfare and the author just started working on it alone, making posters, header images, landing pages and other materials by himself. Overall, it’s relatively simple, but if you want to turn it into an actual business, you have to polish it repeatedly.

In addition to materials, the core of the implementation project is path building and promotion operation. The author will elaborate on them one by one.

1. Multi-level user accumulation to increase the sharing rate of old users bringing in new users

Unlike most distribution, the distribution path designed by the author adopts a multi-level sedimentation method, with a total of two sedimentations.

The first time was to follow the Wild Operation Official Account, and the second time was to add the author’s WeChat account. The purpose of doing this twice is to remind users to share posters twice to increase the sharing rate.

Next, we will break down the process of users entering this distribution:

(1) Scan the QR code to enter the event page and click on the registration button below;

(2) After registration, the QR code of the official account will be displayed, and the copywriter will remind you to scan the code and reply with keywords;

(3) Follow the official account and reply with keywords to get “step-by-step sharing tasks + WeChat ID for collecting materials + distribution poster link”;

(4) Add WeChat account, send product documents and reminder copy with "ladder sharing task + distribution poster link";

(5) Repeat step (1).

From the above path, we can see that the key to improving the sharing rate is the step-by-step sharing task.

Because there is no budget (test projects should be free of charge if possible), the rewards for the ladder sharing tasks are all virtual rewards: inviting 3 people will be rewarded with an original referral operation map, and inviting 5 people will be rewarded with a free spot in a private retention class worth 99 yuan.

In addition to the rewards for the step-by-step sharing tasks, the incentive for sharing is the cash reward for distribution itself. Because it is a junior member, the level of the distribution tool can only involve the first level, and the second-level reward cannot be activated, so it is decided to use 50% of the original price of 9 yuan as a distribution reward.

2. Useful articles help promote the community and complete the launch

In terms of promotion and operation, three main methods are used. One is to post tweets with the help of wild operation public accounts, another is to directly initiate distribution in large groups of thousands of people in wild operations, and the third is to initiate promotion in the circle of friends of personal accounts.

It has to be said that social media is the most effective channel. As far as I can remember, among the hundreds of orders placed that day, more than half were brought in by community users, including those who signed up directly and those who generated distribution posters.

Communities need to be nurtured. Although wild-operated communities may not necessarily be the most active and the most informative, they are indeed better than other similar communities, including some paid communities, in terms of atmosphere and experience. This is also a major reason why distribution can be driven.

In addition, we have to mention the promotion of official accounts. Although it is just posting articles, the subsequent promotion of the project mainly relies on official accounts. Moreover, the promotional articles are also quite special. They are all original articles written by the author, and they involve "dry goods" in terms of bringing in old customers. At least from the perspective of relevance, it can bring higher conversions to the official account channel.

3. Data Analysis and Project Reflection

In order to better illustrate the effect of the project test, a table is compiled based on the distribution-related data officially released by Zero One:

Through comparison, it can be found that there is a very obvious difference between old-style distribution and simple distribution. Generally speaking, the effect of old-style distribution is weaker than pure distribution fission.

Among the above data, I think there are three more critical data: payment rate, sharing rate and distribution rate.

The so-called payment rate is the probability that users will place an order after browsing the page. This is closely related to the landing page of the activity. Although 32% is slightly lower than 36.4%, it still shows that the landing page of this test project is a failure. The reality is also true. The landing page is designed too sloppily because it uses a third-party template and lacks excellent visual design and marketing arrangements.

Let’s look at the sharing rate and distribution rate. The former refers to the ratio of the number of users participating in the distribution to the total number of users, while the latter refers to the ratio of the number of users placing orders to the total number of users. For old-to-new distribution, the former was 10 percentage points lower and the latter was more than 40% lower, which shows that the sharing incentives were not adequate.

In fact, the sharing incentives of this project are not in place, and the rewards are too simple, making it difficult to reflect high cost-effectiveness and scarcity. Users are certainly unwilling to pay the price for sharing. In addition, the community and personal accounts are not used properly. The community is only promoted once, and the personal account only reminds to share when it is added, and the landing page does not display relevant reward information.

Through the above analysis, we can know that it is not undesirable to use the old to bring in the new distribution, but you must consider your operational objectives. If you want to achieve a good fission effect, you must attach importance to channel operation construction, as well as the design and reach of sharing incentives, just like pure distribution.

The above is a brief analysis and review of the project initiated by the author. I hope it can be helpful to everyone.

Author: Wild Operation Community

Source: Wild Operation Community (dugu9bubai)