In-depth disclosure: three key points of fission growth

Among the various ways to attract new customers, the most common one is the fission model, also known as MGM (member get member). For example, Pinduoduo’s “Get Cash Every Day” campaign is a leader in fission activities .

Products such as WeChat Reading's "Daily Answer" and Hua Xiaozhu's "Millions of Cash Every Day" have been proven to be effective and can help them quickly increase traffic at a limited cost. This article will mainly analyze how to carry out a sharing fission activity.

• Core key indicators;
• Get the effective path of seed users;
• Three great tips to increase sharing actions;

1. Core key indicators

A good fission activity can bring more "invited users", and the key to success is mainly relying on "seed users" and "sharing actions".

The larger the number of seed users, the larger the base, which can bring more invited users and reach more new users, so as to achieve the goal of fission activities "new customer growth" more quickly.

Sharing behavior is usually measured by "sharing rate * average reach per person": the sharing rate indicates the number of users participating in sharing, and the average reach per person indicates the scope of fission.

In addition, there are also customer acquisition conversion rates (i.e. the conversion rate of the new user reach-App download link). It is recommended to monitor the above indicators on a daily basis so that optimization actions can be taken in a timely manner within the limited activity time.

2. Effective way to obtain seed users

Seed users usually come from old users of the current product, and they can get more resource exposure within the App, which increases the possibility of bringing in more seed users.

1. Make good use of the location of the App homepage

A common method is to place an entrance in the App to acquire seed users. Usually, the position on the App homepage is used well. While not affecting the experience and conversion of the main functions, it is also compatible with the promotion of important activities. For example, icon function areas and floating icons can basically achieve a 2% click-through rate, and pop-up resources can achieve a 4%-8% click-through rate.

2. Grasp the key process nodes

You can also seize key process nodes for guidance, such as the three-choice option on the payment completion page of Taobao/Alipay, the pop-up window on the Didi payment completion page, etc., especially by reaching users through deduction red envelopes at the key nodes of payment completion, the user click-through rate will be higher.

3. Collaborative traffic generation to find more accurate users

It is also an effective way to attract traffic through other activities, which can be internal App activities or cooperation with external App activities. Since users who participate in activities are more sensitive to benefits, this method can more accurately obtain users who are interested in this fission activity.

3. Three tips to increase sharing

In order to improve sharing, we should mainly think about how to increase the sharing rate and average reach. There are three main ways to improve it:

1. Install instant sharing incentives

Taking Pinduoduo’s most classic “Get Cash Every Day” as an example, let’s analyze how it has intensified the interest incentives to the extreme.

a. Small elements promote tense atmosphere

The “Cash has been sent now”, countdown, and exciting button effects on the homepage all enhance the sense of urgency. Marquees such as “XXX has received 30 yuan in cash” are often added to enhance the atmosphere.

But these elements also need to be weighed. Adding all of them may interfere with the user's vision. Placing key information around the buttons and adding animations to the main buttons can significantly increase the sharing rate.

b. Detailed copywriting captures the user’s mind

Elsewhere on the page, emphasis is also placed on "cashable" and "low operating costs". For example, the progress bar shows that the amount is only 1.95 yuan short, and the copy prompts "invite new users" to get a large amount of cash, with a simple description of the strategy to quickly achieve the goal.

You can even send out pop-up windows to retain users when they exit, which is expected to bring in about 15% more user share from those users who leave.

2. Create a feeling that "profit value is greater than operating cost"

In terms of reward types, the most commonly used in fission activities are cash or discount red envelopes, such as Pinduoduo’s WeChat change, and the discount red envelopes often issued by Tmall and JD.com during 618 and Double Eleven.

When users enter the activity for the first time, you can give them certain encouragements, shorten the current distance to the goal, and lower the user's psychological threshold for the "invitation task."

Case 1 [Benefit > Cost]: Pinduoduo’s daily cash rewards are designed to reduce the user’s psychological perception of the operating cost of sharing by shortening the gap with the target. It gives the user the illusion that they can immediately get 100 yuan by inviting friends, which greatly increases the user’s motivation to share. Once users get on this ship, it is basically difficult for them to give up “getting off”.

Case 2 [Reducing costs]: JD.com’s City Cash Points mainly reduces operating costs by lowering the threshold for sharing tasks. You can receive the reward by inviting 2 people. The task threshold is clearly informed, giving users the feeling that the cash reward > the operating cost of inviting 2 people, thereby increasing the sharing rate.

3. Set up a reward mechanism for both parties to benefit

For the inviter M1, differentiated rewards need to be set in its rebate reward mechanism, that is, different rebate rewards should be set for inviting new users and old users.

The rewards for inviting new users will be higher, in order to encourage users to find more new users around them to complete the task as soon as possible; at the same time, it is also necessary to integrate the rewards for inviting old users. One is to help recall some silent users of the App to drive the activity of the App, and the other is to reach more seed users to help fission.

For the invitee M2, there also needs to be rewards to stimulate his conversion. Set up additional rewards for new users and pop up immediately after the user enters the page to attract users to convert to the App and receive the rewards.

In addition, there are some "little tricks", such as setting an upper limit on the number of times each user can help during the event and every day. Each person can only help a friend once a day, and the number of times they can be helped by the same friend, etc.; this can avoid the situation of mutual assistance and being fleeced, and can also stimulate users to spread the word.

The above are summarized based on practical operations. I hope this article will be helpful to you. See you next time~

Author: Chocolate

Source: Chocolate