4 analyses of explosive user growth!

In fact, viral marketing was a growth tool in the last Internet era. In that period when Internet users' minds were not yet fully developed and they had a weak resistance to exaggerated inducement information, the terrible input-output ratio of viral marketing attracted many companies to follow suit.

But since it is a virus, humans will definitely produce antibodies to fight it. Why do today's fission activities fail so frequently? They are exactly following the online model, but each time the results are unsatisfactory. I believe that all of you operations students have already seen various case analyses of fission on the Internet, so today I will mainly talk about important issues that are obvious but often overlooked.

1. Three questions for users before starting

The essence of fission growth is a marketing method. It is extremely important to clarify user needs for marketing. Please carefully think about three major issues in combination with your own business: what is the target user portrait, in which scenarios can you meet the target users, and what are the real pain points of the target users.

For example, if you want to increase the number of users on a maternal and child e-commerce platform, you first need to use data to identify which type of mothers have the highest consumption conversion rate and are high-quality users who can contribute more to the platform.

Secondly, find out where these mothers usually go, whether they are keen on reading the Weibo or public accounts of certain parenting experts, or whether they often go to certain parent-child parks, etc.

Finally, through face-to-face discussions, we find out what the biggest pain points of these mothers are, whether it is the expensive money for milk powder, the safety of baby products, the lack of parenting experience, or the change in body shape after childbirth. In short, we must find out the biggest pain points.

In this way, we can use the pain points to set the most attractive inducement points, find the scenarios closest to the target users, and lay the foundation for fission growth. Although it sounds simple, it requires a lot of data analysis and user research to clarify. Don't omit it because of the trouble.

2. Rapidly invade the user's mind

For fission activities, direct contact with users is usually very quick, especially in today's era of highly fragmented user time. Therefore, we need a very outstanding communication carrier, which can be a poster or an H5. When designing, the information hierarchy must be clear so that users can understand it quickly.

The fission posters of training institutions like the one shown above are the most common type we see in our lives. This type of poster often has two major characteristics: rough design and information overload.

The crude design makes the poster look unreliable and extremely cheap. The huge amount of information fills the entire poster, making it seem unfocused and dazzling. Such posters cannot extract valuable information within the 3-5 seconds that users see them, and will naturally be discarded like street advertisements.

You can refer to Xiaomi for poster design. Its posters have always been excellent in conveying information. They are simple and layered, and the core information is clear at a glance.

At first glance at the poster above, the first-level information only has an oversized word "省", which completely summarizes the theme and quickly invades the user's mind, so that when reading other information, the word "省" continues to echo in the user's mind.

The next secondary information further explains the word "saving", clarifying which products have been reduced in price by how much, and the final information focuses on the price with the red-marked 1,999 yuan. The information design is clearly structured, and users will subconsciously interpret the information in sequence according to the design guidance without any effort.

Users can receive the core information of the entire poster in less than 2 seconds, and the core low-price inducement point is highlighted, quickly invading the user's mind. For a fission activity, a marketing poster or an activity H5 is like an elite soldier, quickly engaging with users and tearing open a defensive gap for subsequent firepower.

3. Simplify the process

Now that we know what users want and have captured their minds, the next step is to design the conversion and sharing process.

When it comes to the conversion process, operations colleagues often set up some steps like tasks and levels, under the pretext of increasing playability, enhancing the sense of honor, improving the quality of shared content, etc. However, these fancy processes often lead to serious user churn. Please do not test the loyalty of users before they continue to pay.

An example will show how unreasonable these extra steps are.

One day you are shopping in a supermarket and you see your favorite potato chips on sale. The saleswoman shouts: The potato chips are free, download the APP and share to get them! So you ran over happily and were about to take the potato chips when the aunt said: Hey boy, you need to download the APP, post a message praising the potato chips, and share it to 5 groups before you can receive it.

What do you think when you hear this? I guess most people will walk away and choose alternative brands. Although users completing the publishing behavior can increase the product release volume, and sharing it to 5 groups can increase the dissemination area, we should not forget that our core goal is fission and growth.

As for growth, because we have to consider user quality and calculate the overall ROI, the method of exchanging money for goods is not the most desirable, but it is definitely the most effective.

Let’s take the simplest example:

Although the fission activity process shown in the upper picture looks rich and interesting, and can increase the average time data per person while attracting new users, the actual result may be an activity in which users have difficulty understanding the rules of the game. Although the process in the lower picture is extremely simple, it must be very pure and easy to use if there are reliable inducements.

Therefore, when designing a process, the process must be as simple as possible and the goal must be absolutely pure.

4. Reliable delivery channels

Talking about delivery channels involves the two most sensitive topics for operators: budget and traffic.

Many operations colleagues have a misunderstanding about fission activities, thinking that fission activities are about making a small investment for a big return and getting something for nothing. This brings us back to the first sentence of the article. Nowadays, many companies think that the budget should be small and the effect should be good when doing fission growth. In fact, this is not the case. Any information that you want to spread on a large scale requires a huge investment, and the investment is nothing more than money or traffic.

Today's fission activities are different from the past. The era of spending small money to achieve big things has passed. Instead, we should spend appropriate money to bring greater benefits. As long as the ROI is reasonable, we will never be stingy in spending money.

In the previous three questions from users, we have already figured out where the users are. Our delivery channels are where the users are. A powerful nuclear bomb requires precise delivery from a B52 bomber to produce effective destructive power.

The product’s own high-traffic promotional positions, PUSH, precise KOL placement, user community placement, etc. are all necessary distribution channels, and the quantity and effectiveness of the initial traffic must be guaranteed.

5. Final summary

Fission growth is definitely not about spending little money to achieve big things, but about spending money in the right place to stimulate the power of nuclear fission.

Find out who your target users are, in what scenarios you can meet them, and what their biggest pain points are.

The carrier for delivering information must be able to quickly capture the user's mind, the conversion process must be simple and direct enough, and the goal must be absolutely pure.

When launching channels, consider the user scenarios and make sure to deliver them accurately. Don’t save money, but make sure you understand the ROI.

If the company cannot provide financial and traffic support, just ignore what I said.

Author: A plus sign

Source: A Plus Sign