If we were to talk about the most popular operational term since the middle of last year, it would definitely be private domain traffic . Why is private domain traffic so popular? What is the underlying logic behind its growth? Why is the concept of private domain traffic so popular? One of the generally recognized reasons is that it is too difficult to acquire customers. When it comes to customer acquisition, three main factors should be considered: product, traffic, and conversion rate . These three factors determine whether a business model can be established. By studying the relationship between these three elements, we can sort out the underlying logic and basic process of private domain traffic growth.

1. Traffic accumulation: fission and community create traffic pool

Insight into needs solves the problem of going from nothing to something, and the construction of a private traffic pool has to solve the problem of going from no one to many people. In the specific construction process, two tools are needed: fission and community.

1. Fission

Fission is the preferred method most of the time. The choice of fission form is often determined based on the effect, rather than copying it immediately when you see others come up with a new way of playing.

• The first step in choosing a fission form is to see whether your users can accept this form. If this form has low operating costs and does not require extra time to learn, you can consider using it.
• The second step is to look at how you retain users, or how you leave user clues. For example, if you need a mobile phone number, you can consider the paid fission method. If you don’t need a mobile phone number but just need to add friends, you can choose the personal number fission method.

After the first two steps, you can basically determine which form of fission to choose. Of course, if your activity is more complex and requires the support of a systematic fission system, that is another matter.

When it comes to fission forms, the commonly used ones are: referral, assistance, group buying, and distribution. You can choose to use them according to the above two steps. I will not introduce the details in this article.

2. Community Operation

Community is the second effective tool for building a private traffic pool, and its purpose is to activate and retain the traffic attracted through fission.

Regarding community operations, I will only discuss three points that I personally think are more important.

(1) Tell the community the purpose

The first thing you need to make clear to users is what the community is for. Otherwise, they will be very confused after joining the group and will quit the group after a short while, which can easily lead to loss of users.

Therefore, when traffic flows into the community, it is necessary to update the group announcement or tag someone in a timely manner to tell them the purpose and function of the group, such as sharing cases every day, organizing topic discussions, providing free courses, etc.

(2) Formulate community rules

The activity of a community needs to be guaranteed by rules, and the so-called rules include two aspects: group rules and hierarchy.

• Group rules define what a group must do and what they cannot do. If something that needs to be done is not done or something that cannot be done is done, there needs to be a certain degree of punishment, such as being removed from the group for posting advertisements.
• The level is a class division based on the performance of each user in the group, and is often expressed in the form of points. The higher the points, the more active you are and the more rewards you can get. Those with low points will not receive any rewards and may even be eliminated from the group.

Through community rules, you can discover or cultivate opinion leaders within the community, which will be of great help in future traffic operations.

Of course, community goals and rules can ensure good community activity and retention, but the premise of all this is that they can be strictly enforced. If this is not done, any goals and rules will become meaningless.

(3) Make good use of group effects

The so-called group effect mainly includes five aspects:

• Facilitation effect: The group has the effect of promoting and improving the efficiency of its members;
• Weakening effect: While groups can have positive effects on individual behavior, they can also have negative effects;
• Convergence effect: Under the effect of group norms, individuals narrow the gap and tend to have the same opinions, views and behavioral tendencies;
• Bandwagon effect: the phenomenon that individuals change their views under group pressure and keep consistent with other group members in opinions and behaviors;
• Degeneration effect: The tendency for individuals to work less effectively in a group than when working alone.

Based on these five effects, users can be effectively activated and even converted. For example, the convergence effect can be used to share forwarding screenshots within the group to attract others to forward them; the bandwagon effect can be used to show off distribution results within the group to influence other users to participate in distribution, etc.

2. Experience class to win trust

After the value-added service stage, people generally try to directly convert it into products that generate revenue, but the conversion rate is generally low and the efficiency is not high. According to our experience, there is a relatively reasonable conversion path: valuable service - "trial class" - core product. Experience class: if diagnosis tells users “I know your disease and I have medicine”, experience class allows users to “taste the medicine” and then make the next decision based on their “feelings”.

There are three main types of experience classes:

• Trial class: Many online 1-on-1 institutions offer this type of promotion: "Register and get free courses worth hundreds of yuan." Their purpose is to impress users through classroom experience.
• Open classes: A type of product that leverages the teacher’s professionalism and classroom experience to influence user decisions. There are both live and recorded classes. Online large-class courses with two teachers often use this method.
• Introductory course: A new type of experience course, which adopts the community + training camp model. The content is mostly taken from part of the formal course, which is why it is called an introductory course. A typical case is Baby Playing English.

In fact, diagnosis and trial classes can be directly used as conversion methods, but they are more operational-oriented. If they are connected to products with lower average order values, it will be fine, but if they are connected to products with higher average order values, it will be more troublesome. However, if you combine experience classes, diagnostic classes and value-added services into a unified conversion product, the operating cost will be relatively low. If done well, it will be easy to attract a large number of users at one time, which is obviously more efficient than any single conversion method.

Summarize

The private domain traffic pool is accumulated using two tools: fission and community. The former pays attention to the choice of form, and the latter pays attention to the community’s purpose, community rules and group effect. There are two means of valuable services: live streaming and training camps. Live streaming requires control and improvement of details, while training camps can design products based on the addiction model to improve retention.

The ways to convert experience include diagnosis and experience classes. Diagnosis is divided into unified tests and personalized diagnosis, while experience classes include trial classes, open classes, introductory classes, etc. The combination of the two and value-added service methods can significantly improve the conversion rate.