12 tips to achieve rapid growth of user pool!

In this series of courses, we will share with you the content of growth operations. Starting from business goals to user pools and growth strategies, let us learn about the candies that attract users. There are many kinds of candies, such as personal benefits, personal improvement, prizes, cash income, love banks, etc. So have you ever thought about achieving growth conversion through a variety of candies? This is the content of our series of courses, which will help you learn how to design growth posters and growth strategies, so as to increase the wealth you gain outside of work.

User pool growth actions

Everyone knows that attracting external traffic is crucial. Through analysis, we can break down external traffic into three types: reach pool, active pool, and service pool.

So what are the differences between these three pools and what growth actions are there?

First, let’s understand the reach pool in external traffic. Our growth action is to attract new users and encourage them to share. So what form does it take in the process of attracting new customers? Let us illustrate this with an example.

Exclusive offer for new members

In Pinduoduo, exclusive discounts for new users are used as candy to show it to more users. More users can see that each product in the new user discount is less than one yuan and can be shipped as long as a group is formed. Through such a candy, the effect of attracting new users is achieved.

Traditional advertising

How do we identify candy in traditional advertising? Here we take an example of a hair transplant advertisement. It designed a gift package worth 2,800 yuan, which was given free of charge to newlyweds to increase the conversion rate of the advertisement. In fact, traditional advertising can be seen everywhere, often with words like "free gifts" to attract new people, and it is also a very direct way to achieve the goal of attracting new people.

Offline promotion

Our most common candy is Meituan Grocery, for example. There is a new member gift package. As long as you download this APP, you can get a new member gift package worth 38 yuan. Such candies are used to attract new external traffic.

Telemarketing

Telemarketing is also one of our most common methods. Especially for some online training institutions, telemarketing is the most direct way to attract new external traffic. In this case, VIPKID online children's English allows you to get free trial lessons worth hundreds or thousands of dollars as long as you leave your phone number on their page or APP. Once you leave your phone number, they will call you at irregular intervals and in different voices to tell customers about some of the valuable trial lessons currently available and ask if they have time to participate. At the same time, they will use corresponding wording in this series of processes. At this time, the trial lessons worth hundreds or thousands of dollars are like a candy that can attract new customers.

In fact, in the process of attracting new users, we try our best to encourage users to share. Sharing and attracting new customers are inseparable.

The sharing modes are as follows:

Distribution

The most straightforward thing about distribution is that you can earn a certain percentage of commissions, dividends, etc. through distribution. In fact, many courses and offline content are distribution models. For example, the Xiaoetong distribution model.

Group Buying

The most direct example is Pinduoduo's group buying model, which completes the sharing action by sharing a screenshot with a QR code, and attracts more users to the product.

Product fission

By receiving wireless cards or virtual currency, you can continuously share it to various groups or circles, allowing more people to see the link and participate in the collection process, and use the product's own mechanism to do fission, such as WeChat book sharing. This kind of sharing is basically available in major reading apps.

Community fission

Share through WeChat groups and various group forms. For example, if we are doing a growth course through live broadcast, if users want to participate in this live class, we need them to help spread the live class. Drive sharing by live streaming candy.
Secondly, for the active pool in external traffic, our growth actions need to be retention and activation.

In retention and activation, candy also has many application modes, such as cash candy, content candy, red envelope candy, membership candy, etc.

Cash Candy

Motivate you directly through money. For example, Qutoutiao will send messages from time to time to remind users how much money they have not yet claimed and that it will expire if they do not claim it.

Content Candy

There will be some push ads, and it is possible that the content is exactly what you are interested in, to attract users to open them.

Red Envelope Candy

You will be prompted that a certain amount of red envelopes have arrived and asked to use them in time, or you will be reminded that they are about to expire to attract users. The most common ones are Meituan, Ele.me, etc.

Member Candy

Major video websites give users membership rights for a period of time and use the membership mechanism so that subsequent users will take conversion actions such as renewal. The membership method itself is a low-cost investment for the website.

Finally, for the service pool in external traffic, the growth actions we need to take are conversion and recall.

In the process of conversion, you can use all kinds of candies, such as the children's book discount activities of Dangdang and Wo Reading. The premise is that you are already a user of the website, and the website will give back to users with various benefits. Carry out conversions through regular activities; for example, JD.com’s maternal and infant toy discount coupons can be dynamically displayed through the APP search function, and a 10% discount coupon will automatically pop up to further lock in and increase the probability index of purchasing this product, and achieve the final conversion. There is also a form of membership card that automatically pushes information to remind users that a certain amount of accumulated funds will soon expire, and they can continue to enjoy the discounts by renewing the card. Using this method to encourage users to renew their cards, the conversion rate of saving candies can form a continuous and stable trend, which is very impressive.

Lost user recall: continuously sending coupons to users via text messages is a way to recall lost users. It is also worth mentioning here that you should not overdo it. Excessive discounts can easily make users develop bad habits. Various strategies should be combined to understand the user's psychological expectations and send different discount rates in a staggered manner, rather than sending lower and lower discounts each time. For example, Ruifeng Coffee and Shouqi Car Hailing.

Of course, sending messages through mobile phones is just one way. You can also activate users in the APP and place some targeted advertisements in the corresponding information flow to attract users to open the APP.

Lost app recall is not limited to the above-mentioned models. As we all know, the purpose of information flow advertising is to encourage installed users to open the APP again. For example, JD.com puts product advertisements directly into the information flow of other products. When users open the advertisements, they will directly enter the page of the product. This kind of recommendation not only increases the possibility of purchasing the product, but also increases the activity of the product.

Selection of candies

We know that there are many carriers of candy, such as telephone marketing, APP, live broadcast, push, mini-programs, posters, traditional advertising, circle copywriting, offline promotion, etc. Among these various forms of growth, how do we choose candy?

First, we have to consider the cost of selecting candy.

The unit cost of candy refers to the growth strategy and cost each time it is implemented (one-time cost). For example, activity manpower costs, activity funds, and product development costs.

The long-run cost of candy is the cost of adding one more user (marginal cost). For example, online courses VS physical gifts, product coupons VS cash red envelopes, group messaging services VS private chat services. Courses and coupons have lower long-term costs, and the labor cost of group messaging services is also relatively low. However, compared with physical gifts (express delivery costs) and cash red envelopes, they all have costs, especially private chat services. Here we have to consider our customer service costs.

So, whether it is the one-time cost or the long-term cost, is it true that the lower our cost, the better? That’s not necessarily the case. It is worth mentioning here that we have another concept of cost, which is the cost of acquiring our end users. For example, our online course materials cannot stimulate users, but the number of users obtained by stimulating users with physical gifts will be much higher. At this time, we also have to consider the cost of the candy delivery and operation process. The cost of the candy itself cannot be ignored. At this time, the final cost is a comprehensive consideration.

Secondly, we have to consider the direction of candy selection.

The value of candy is reflected in external incentives and intrinsic value. Through the manifestation of these two values, we can divide it into behavioral candy and value candy. For behavioral candies with high user value, we can guide users' behavior, such as sending red envelopes and gifts; and for value candies that fit the product and business, such as hair transplant advertisements, the user group is very clear. Only users with needs will come in, and users without needs will be directly blocked outside, which reflects the consistency between users and goals.

Finally, let's understand 'what users want' and 'what we have'.

What do users want? What do we have? How to match and what conditions are needed?

Users may need preferential benefits, personal improvement, prizes, cash benefits, or social needs, connections, and value realization?

For example, preferential benefits, users may want to purchase the offers and discounts we provide.

For example, for personal improvement, users have a great need for the online materials and courses we provide.

For example, in order to obtain prizes, users can really use the physical objects we provide at a cost.

For example, for cash income, the opportunity cost of the services we provide to help users monetize is very low.

For example, for social needs, the community service that a user provides to us for a period of time is exactly what he wants to join.

For example, when users need to connect with us through resources, we often encounter the situation that what we like may not be understood by users, and what we think is valuable may not be perceived by users. What do we have here? The most important thing is to design candies that match what users want, deepen the value of the candies, and achieve a match.
The opportunities (circles and resources) are exactly what he wants to connect with.

For example, in terms of value, the exposure of users to the platform traffic we provide is exactly what they expect.

Author: Drunk Uncle

Source: Drunk Uncle