3 user growth techniques that cannot be ignored when bringing in new users from old customers!

The goal of user growth can be achieved by stimulating old users who have already used the product/service to invite new users around them to join.

Because most of them are recommended by acquaintances, newcomers will have a natural trust in the products/services, and even if they encounter something they don’t know how to operate, they can find someone to help solve it.

The quality and accuracy of these users are better than those from most channels.

Therefore, doing a good job of referrals is a very important module for user growth.

01 Three key points of referral

There are three key points for referrals

1. Good products/services to promote

First of all, the product/service you promote needs to be good enough.

On the one hand, if old users like the product and it meets their needs, and it is recognized by old users, people will make recommendations more sincerely.

On the other hand, when promoting to new users, it is important to explain clearly what the product/service is, what the special benefits are, and what problems it can solve and what needs it can meet.

In summary, lowering the threshold for understanding will also reduce the difficulty of promotion.

2. Strong enough reward incentives

People always seek benefits and avoid harm, and a sufficiently strong reward stimulus can have a huge motivating effect.

For loyal users who have already recommended products, it can stimulate them to recommend more products and tap into the greater potential of these loyal users.

For users who have not started recommending yet, it can stimulate them to start recommending and discover a group of users with huge volume.

In summary, it means to get more people to start recommending, and let those who have already recommended bring in more people.

3. Low enough operating threshold

In addition to good products/services and strong enough incentives, we also need a low enough operating threshold and a simple enough process.

Human nature tends to be lazy and impatient. If you tell me that a product is easy to use, but during the entire experience I have to follow several public accounts, download apps, register on WeChat and my phone, and the webpage crashes from time to time, then basically I will not stick to it.

Although there are clear incentives (recommendations from friends, easy-to-use products), with each tedious step-by-step operation, one's motivation will gradually be eroded, and eventually one will fail "before dawn."

Therefore, the process should be simple and the operation should be simple. On the basis of ensuring the completeness of the key processes, any less web page, one less input, and one less attention to downloading will be a victory.

After all, one less action means one less layer of loss in the funnel.

02 Referral Practice

When we make referrals, if we focus on the above three key points, we can plan the referral activities well.

1. Products/Services

I won’t go into much detail on this as each family’s situation is different, but the key points are similar.

Polishing of products/services, and packaging of products/services.

In terms of packaging, as an operator, you can first summarize the content, process, features, value benefits, suitable groups, user recognition, etc. of the product/service.

On the one hand, this can help you find the main promotional direction, and on the other hand, it can also help recommend old users and provide them with ammunition.

2. Strong enough reward incentives

There are many kinds of rewards, which can be generally divided into physical and virtual ones.

Physical gifts include cash red envelopes, peripheral products, internet celebrity products, seasonal gifts, etc.

Virtual ones include membership cards, gift cards, courses, information packages, etc.

There are two points to note about rewards:

(1) Value of the reward

The reward may not be about how big or how valuable it is, the key is whether it is something the user likes and wants.

Of course, cash red envelopes are the most universal and direct reward.

There are also product peripherals that are beautifully designed, well-made, and have a good reputation, which are also liked by users.

Another example is seasonal gifts, such as hand warmers, fan heaters, and U-shaped pillows in winter. These are beautiful, innovative, and eye-opening (something you’ve never seen before), and many users like them.

(2) Reward levels

Tiered rewards are provided for users at different stages and with different contributions, stimulating "low-level" users to move up and bring in more new users.

For details, please see the case in 03.

3. Low threshold actions

This needs to be divided into two aspects, one is for new users, the other is for old users of the promotion.

For new users, this part is similar to the above. On the basis of ensuring the completion of key processes, any less web page, one less input, and one less attention to download is a victory.

This needs to be designed in combination with specific products/services. For example, for the fission activities in the WeChat system, a simple approach is a closed-loop process of service account - poster - community/private chat/friend circle - service account.

In this closed loop, old users only need to scan the QR code to participate in the event and forward the poster to WeChat.

After new users receive the poster, they can participate in the event by scanning the QR code. The whole experience is very smooth and simple.

For old users, we think about a question:

Even if old users like the product very much and even if the rewards are stimulating, is it a hidden danger that old users do not know how to promote it?

So in order to promote old users easily, you need to do these two things. The first is to make the process of their promotion very simple, and the second is to provide them with enough ammunition.

The promotion process is simple, just like the service account fission mentioned above, old users only need to scan the code to participate and forward the poster. This most basic operation is very simple.

Second, it is crucial to give old users enough ammunition.

Provide necessary training

Promotion strategies

Promote sharing from experts

Provide sufficient promotional materials

Promotional materials are updated regularly

Timely feedback on issues

…

The more ammunition you give, the more real it is, and the more effective the promotion to old users will be.

03 A good referral case

Here we are going to analyze the referral activities of a financial institution. I have been following the activities from the very beginning to now, and there have been many learning highlights in the process.

1. Separate public account carrier

This institution itself has a large number of students, and the number of readers of its official account is over 10,000, which means it has a large number of seed users.

Therefore, for the referral activity, a service account was specially opened as a carrier.

After following the service account, you can log in to the referral page, accept and view the latest referral activities, and find the getting started guidance guide.

Since the information is spread within the WeChat system, it is best to use the service account as a carrier.

2. A detailed referral page

After users follow the service account, they can log in to the referral page. The first time you log in, there will be a guidance screen telling you what to do and guiding you to add the staff’s WeChat to the group.

This detail is very important. The guide mask provides new users with very intuitive guidance, allowing them to quickly learn how to operate.

Add WeChat customer service so that you can contact them immediately to solve problems. They will also invite you to join the group and notify you of new activities in the group.

On the one hand, it improves the user experience, and on the other hand, it allows the event to have a wider reach.

Moreover, the design of the entire page is also very simple . The top shows the income that users are most concerned about, the middle shows the latest activities, and the bottom shows the courses that can be promoted and the expected income.

Users can jump to the material page by clicking "Get Poster", which is another good detail.

On the material page, there are many ready-made promotional posters, scripts and promotional articles. Users only need to copy and send them to WeChat.

Moreover, the promotional posters will be classified into categories, such as suitable for students, please don’t make money inefficiently, refuse to spend money etc.

This referral page alone provides the promoting user with enough ammunition and simple promotion operations, which is worth learning.

3. Products/Services being promoted

When this activity was first launched, there was only one course, which was also the institution’s flagship course in the field of financial management for novices.

The ace course has been polished for a long enough time, and existing users have taken it. It is a good choice as an initial attempt.

After the initial trial is successful, we will launch courses of different types and with different benefits to meet the differentiated needs of the promotion users.

Can cross-promote and promote more categories of courses;

You can also promote with high commissions and only promote the courses with the highest returns.

4. Strong enough rewards

The promotion rewards are very direct, cash rewards. In financial management, everyone wants to make money, so using money as a reward can also meet the needs of the vast majority of financial management users.

Moreover, the reward is not low and is even increasing step by step. It is probably because the cost of traffic is getting more and more expensive. Compared with other channels, the cost of bringing in new customers is still very cheap, and there is ample room for growth.

For example, for the novice course, new users can learn it for free, and under normal circumstances, old users will receive a reward of 9 yuan.

Now, if the first three orders are effectively promoted, the reward will be 18 yuan per order, which is double the reward.

This is a good detail. It uses doubled rewards to stimulate old users to take action and start bringing in the first new user.

With this start, the sweetness will stimulate old users to continue promoting it. Even if there is no promotion to old users later, the users brought by this doubling activity are real and quantitative.

This operational design also meets the purpose of reward incentives : "For users who have not yet started recommending, it can stimulate them to start recommending, and thus tap into a group of users with huge volume."

The step-by-step rewards keep you from stopping.

We mentioned at the beginning that the incentive of rewards also has such a purpose: "For loyal users who have already recommended, it can stimulate them to recommend more and tap into the greater potential of these loyal users."

In addition to ordinary rewards, designing tiered rewards and ranking activities is a good way to stimulate the gameplay.

Ladder : The more friends you invite, the higher your "level" will be, and the reward you get for each order will be much higher than those at lower levels.

Ranking : The more friends you invite, the higher your ranking on the leaderboard will be, and you can also get extra designated prizes.

The former is more about my present self. Compared with my past self, I am better now and have a stronger motivation to promote and make money.

The latter is more about competing with yourself and others. If I want to get this reward, I have to do better than you and bring more new users to the organization.

Ok, these are my recent thoughts on how old employees can mentor new employees. I also have some ideas on how to further improve this case, and I’ll try to share them next time.

Review the key points: easy-to-promote products + sufficient incentives + low-threshold actions

As an observer who has been following the situation, I cannot help but sigh at the continuous optimization efforts of the operators in this case.

After the MVP is successfully completed, add operational details little by little to make the activity more vital step by step.

Finally, I hope you and I can have this kind of energy to release and burn.

Author: Earn a cup of happy water every day

Source: Earn a cup of happy water every day