APP fission guide: How to design a productized new user acquisition mechanism to achieve user growth?

When it comes to product-based new user acquisition, its logic is to use its own product mechanism to activate existing users to achieve growth, that is, to stimulate old users to bring in new users.

Personally, I believe that the carrier that can perfectly implement productization and bring new customers together in the WeChat ecosystem must be mini-programs. A typical example is WeChat Reading, which has developed many productized gameplays based on mini-programs and apps, such as daily answers, reading teams, team card draws, free libraries, flip through, collect likes to get cards, free audiobook libraries, and soaring charts.

In addition to the WeChat ecosystem, the most important application scenario for product-based new customer acquisition is APP. The one I appreciate most is Pinduoduo, especially its “Get Cash Every Day” campaign, which shares details to the extreme. This article will specifically analyze how APP can attract old customers and new ones.

01APP new user acquisition path and underlying logic

Relying on productized new customer acquisition mechanisms to achieve self-growth in users is what Internet products most hope for, and operators also need this kind of productized tool when attracting new customers. Relying solely on operations to convert traffic is not an efficient model, especially in an industrialized customer acquisition system. The importance of productized new customer acquisition is self-evident.

Based on the product-based new user acquisition design of APP, a model is often used: MGM model, namely member get member. This model involves two types of users: M1 (the user who initiates the invitation) and M2 (the user who is invited).

1. M1 terminal

The so-called M1 end is the user who initiates the invitation, which is also what we usually call an old user, but this old user is not absolute, because for a fission closed loop, the new user will definitely become the new "old user".

Back to the M1 end, the path for M1 users to initiate APP fission is as follows: open the APP – a pop-up window or a banner on the homepage attracts participation in the event – ​​enter the event page – generate a poster according to the instructions or share it directly – enter the communication channel page and publish – complete the communication in the form of posters/web pages/mini programs, etc. – successfully invite friends to be reminded – share again and cycle.

For example, Didi’s newly launched very popular Hua Xiaozhu APP, its M1 path is to sign in after downloading the APP. An eye-catching 50% off red envelope coupon will pop up on the sign-in page. The sharing form is a mini program. After sharing, you can see the invitation progress in the APP.

In this process, the following key points are worth noting:

Interest stimulation, high-frequency pop-ups, and gamification experience are the three major prerequisites for M1 users to participate and share for the first time;

Sharing will reduce the social trust strength of M1, and the shared content should be consistent with or even strengthen M1's identity image as much as possible;

The more attractive the shared content is, the higher the probability that M1 will attract M2 users. Generally, red envelope discount baits are more commonly used.

In order to improve the overall conversion rate, we use user portrait tags to push different types of fission activities to M1 users in a personalized manner;

The introduction of the fission activity for M1 users should be concise and clear, and the theme and landing page should highlight the benefits as much as possible;

M1 users who participate in fission can obtain tiered, low-cost, high-package rewards, which not only increases the sharing rate but also improves ROI;

Every time an invitation is completed, M1 users should be reminded in a timely manner and a sense of urgency should be created, such as dynamic time and reminder expiration messages.

Pinduoduo's APP fission pays great attention to the key points mentioned above. For example, its very classic new user acquisition method "Get Cash Every Day" applies interest stimulation, high-frequency pop-ups, and gamification experience to the extreme, constantly reminding users to share, just one step away from getting money, making it easy for you to "become dependent on it."

2. M2 end

Many people think that M2 represents a new user, which is a big mistake. M2 is a user invited by M1. It may be a new user or an old user. If it wants to become a new user, the entire MGM path needs to technically identify and distinguish between new and old users.

If we do not consider whether M2 is new or old users, there are two subdivided fission modes: old users promote old users and old users attract new users.

The so-called old users promoting old users means that M1 and M2 are both old users of the APP (without considering effectiveness and activity, only considering registration). The most common form of assistance often occurs between friends. For example, M1 wants to get a certain reward, so he initiates assistance and invites M2 to help click (actually it may be in the form of bargaining, liking, etc.). After M2 clicks, it can be converted to M1 to initiate assistance. In this way, the entire APP is activated and retention is significantly improved.

In fact, there are two main purposes of promoting old users to new ones. The first is to use fission to promote activation, recall silent users of APPs on other platforms, and use rewards to convert them into active users. The second is to expand exposure and participation rate, and attract new users with the help of social channels of recalled users.

As for attracting new users through old promotions, the M2 invited by M1 must be a new user (mainly referring to unregistered APP). The reward for inviting such users is often much higher than that for old promotions, because the value of activating an old user is not as great as the value of adding a new user.

There are two paths for new M2 users to participate in MGM. One is “APP download – pop-up window attraction – registration – participation in activities”, and the other is to click on a web page or mini program on the communication platform to complete registration, and then be guided to download the APP to participate in activities, or directly participate in activities but receive advertising prompts to download the APP.

Of course, not all APP downloads follow the above two paths. Taking Pinduoduo as an example, after sending the invitation link to friends, clicking on the red envelope triggers the APP download mechanism, directly completes the acquisition of the APP, and continues the new user acquisition process internally.

Next, let’s sort out the key points of the M2 end:

Whether the participation link and conversion process of new M2 users are smooth, whether the pop-up window is clear, and whether the user does not feel it;

M2 new user routine path: H5 display - pop-up window - download APP - register - receive benefits/participate in activities;

When new M2 users download the app and are lured by benefits, they need to be guided by red envelope pop-ups to access the core products;

After M2 comes into contact with the core product or leaves, use pop-up windows to attract them to participate in activities, converting M2 into M1 to form a closed loop;

If the new M2 user is exposed to the invitation activity page, there should also be a pop-up window or floating window to guide M2 ​​to contact the core product;

With the help of big data and AB testing, we enriched the gifts on the APP page, diversified the display of activity pages, and increased M2 participation and conversion.

Taking a K12 education app as an example, I think its M2 participation path is worth analyzing.

The link leading to the download of the APP is very long, with "paying for courses + linking accounts" as the first priority. It requires following the official account and only jumps to download the APP after linking the account. The reason why M2 users can be converted in this way is due to the demand for improving scores, low product prices and endorsements from recommenders. Obviously, purchasing courses first and then downloading the APP is a reasonable path, and it is also the choice of most online education apps.

By sorting out the key points of M1 and M2, we can find that the focus of the MGM model is first how to stimulate M1 users to actively share. Only when there are enough M1 users spreading the word can more M2 users have the opportunity to participate in the fission cycle. The second is the activation and conversion of M2 users, and how to convert M2 users into new M1 users.

02. Conclusion

Therefore, the author summarizes three thoughts on attracting new users through APP productization:

(1) The M1 and M2 participation paths should be clear, the operation experience should be smooth, and in line with natural sharing habits;

(2) The natural conversion of new M2 users can be achieved solely through product mechanisms, such as placing orders through red envelopes and purchasing trial courses;

(3) Stable traffic, rich rewards, gamification experience, and high-frequency pop-ups maintain MGM's long-term closed loop.

Author: Wild Solitary Fungus

Source: Wild Operation Community