There is a group of users staying in their own private traffic pool. If they call their friends and each of them brings a few friends in, wouldn’t it be possible to quickly add a lot of similar users? Isn’t this much more cost-effective than trying to fish for users in the vast ocean? This is the original logic behind the explosive growth of the private domain user pool.

Of course, users also have an invitation limit, which is the so-called K factor (the number of new users that can be attracted by one user recommendation). Therefore, in order to achieve user growth , in addition to private domain fission, public domain delivery is also indispensable. "Strength relies on existing stock, potential relies on traffic, and catching up relies on traffic growth rate." In the stage of the "traffic battle" for talent, the user growth teams of various companies are burdened with the important mission of "attracting new customers."

However, the majority of companies do not have a budget for external advertising, so today we will mainly talk about "user fission growth in private traffic pools." Private domain fission can be started as long as there are a certain number of seed users. It is suitable for almost all companies. At the same time, the customer acquisition cost (CAC) is much lower than external investment, and it is more cost-effective. Once you have mastered the methodology, you can start planning and executing immediately!

Back to the beginning of the article, if you want users of the private traffic pool to call their friends to play together, you have to provide users with some benefits. So what should we give to users?

Step 1: Grasp the four dimensions and determine the direction of product selection

First of all, we need to understand the pain points and behavioral habits of this group of users so that what we provide can meet their needs.

Secondly, it is best if the things given are related to the features of the products sold by the company. Users with higher correlation are more likely to be accurate users.

Again, if the things you choose can be combined with current hot topics and festivals, such a scene will greatly increase the potential energy and the effect will be multiplied N times.

Finally, you can refer to the strategies and trends of your competitors, judge the pros and cons of the activities by participating in them, and then learn and imitate them selectively.

Therefore, based on the four dimensions of user pain points, product features, holiday hotspots, and competitive product advantages, we provide preliminary ideas and directions for product selection. So how do you design a product selection plan?

Step 2: Master product selection logic and design high-quality solutions

Users in the healthy diet group want to obtain various diet methods and products, and users in the beauty group want to obtain various beauty techniques and items. So what are the pain points of users in the K12 industry?

Although K12 users and customers are separate, we can easily find that the essence of customer needs is also closely centered around users. For example, “how to change children’s procrastination habits”, “how to prevent children from excessive psychological pressure”, “how to improve Chinese reading speed”, ultimately they all revolve around one thing - “learn well”.

Then let’s take a look at how to break down the product selection logic behind “good at studying”.

First, break down the pain points and itch points.

It is divided into 2 categories here - study related and life related. The mainstream is centered around learning, and the extension and expansion can involve life. Summarize several of the most common pain points and itch points, such as learning methods, learning materials, learning motivation, physical and mental health and other issues.

Second, find the corresponding solution.

The solution is to provide corresponding values ​​for various related problems. For example, if there is a lack of learning materials, books and test papers can be provided; if the learning method is not good, scientific learning methods can be provided.

Again, combine different layering elements.

Since the K12 user base spans a wide range and their needs vary greatly, product selection requires stratified consideration based on different academic stages, subjects, channels, regions, and scenarios.

Finally, choose the appropriate product form.

There are many forms of products that can solve the problem, such as electronic documents, audio, video, recording, live broadcast, physical objects, etc. You can choose to use any suitable form.

With this splitting formula, all we need to do is "connect the lines and make combinations", here are 4 examples:

Example 1: "Severe learning anxiety problem":

"Health management" can be provided to solve the problem. For users (students/parents) who are under too much pressure from studying, live lectures or recorded videos from mental health experts can be provided to teach users how to correctly understand anxiety and release stress scientifically. Internet celebrities' stress-relieving tools can also be provided, which may just hit the user's itch spot.

I just searched on Taobao. I don’t sell the products. Thank you.

Example 2: "The problem of bad learning methods":

This can be solved by providing "scientific learning methods". For users who want to learn scientific methods, we provide lectures on "mind map note training", registers for "wrong question practice", "Cornell Efficient Memory Notebook", e-books on "Pomodoro Time Management Method", and even physical Pomodoro alarm clocks, to teach users to master various scientific learning methods.

Example 3: "Specific subject issues":

"Teaching services" can be provided to solve this problem. For example, for users who have difficulty in "memorizing English words", books on clever ways to memorize words can be provided, or live classes can be provided to explain "quick English memorization methods".

Example 4: “Lack of school supplies/study materials”:

Huanggang test papers, academic notes, study guides, vocabulary cheats, etc. are the most common and popular product options on the market. You can go back to the product selection matrix to find the logic behind its existence.

The following posters are from Peking University, Tsinghua University, Zuoyebang, and Gaotu University.

No matter whether it is related to study or life, we provide whatever users need. The entire purpose of the product selection plan is to help users solve problems.

Follow 2 principles:

Under the premise of product selection logic, we also need to grasp the following principles:

price:

The price of the selected products is closely related to the budget investment.

Therefore, product selection can be determined based on a comprehensive consideration of factors such as budget, activity objectives, product form, and product unit price. Generally speaking, physical products are definitely more expensive than virtual products, and the traffic-generating effect of physical products is generally better than that of virtual materials.

The core criterion for ultimately verifying the success of an activity is the return on investment (ROI). Therefore, the key is to choose products that users find valuable and attractive, and that can attract more users at a lower cost.

Scenario:

The addition of hot spots, festivals, solar terms and other scenes will infinitely magnify the potential energy, and being able to seize the opportunity and match the appropriate scenes will be a big plus. For example, last year’s Deng Chao’s movie “Galaxy Tutorial” can be combined with the pain point of “lack of scientific learning methods”.

For example, the "College Entrance Examination Chinese Composition Topic" in July can be combined with the pain point of "the difficulty in improving scores in Chinese composition"; for another example, the topic of the original family in the "Hidden Corner" can be combined with the pain points of "how to raise children scientifically" and "mental health issues".

After finding out what users need, how can we ensure that giving it to them will bring in new users? How many users can it bring?

Step 3: Combine fission gameplay to allow users to complete the fission closed loop

Now that the product selection plan has been determined, it is necessary to design a reasonable mechanism to allow users to make some effort and take some action to obtain the items they need. This is the design of the fission gameplay mechanism.

First, understand the underlying logic of fission gameplay.

After clearing away the dazzling fog of fission, the most commonly used methods are nothing more than these four types of gameplay: "free", "1 yuan group", "9.9 yuan distribution", and "course unlocking". The underlying logic of these methods is: assistance, group buying, distribution, and unlocking.

After selecting the gameplay, you can design the user path according to the purpose of the activity:

• Is the goal to increase followers for the public account, the app, or the personal account?
• Do you want users to enter your personal account first, join a group first, or follow a public account first?
• In the end, does the user get something for free, or attend classes on the app, or attend a community training camp to learn?

Next, let’s quickly break down a specific case.

Take Gaotu's free book giveaway (commonly known as the "Task Treasure" activity in the industry) as an example. This activity can be summarized in one sentence: using the "free" gameplay, combined with the "assistance" logic, with the goal of "increasing followers of the official account", and finally completing the assistance task, adding the personal WeChat account to leave clues to get the physical book.

Let’s break down a few of the key points:

Product selection logic:

The top books from Peking University and Tsinghua University that "help improve learning efficiency" really hit the pain points of users and have a strong sense of physical value.

Poster design:

The colors are clear, the key points are highlighted, friends’ avatars are used, and the product is limited in time and quantity. The profit-driven approach is combined with the herd mentality and loss aversion to motivate users to complete the fission sharing action.

Mission Mechanism:

You can successfully assist by inviting 8 people. The task of 8 people is not too heavy. The language design of the whole process is clear and catchy. Every person who is successfully assisted will receive a reminder. Most parents are willing to spend their energy to forward and are capable of completing the task.

User Path:

A few minutes after I scanned the QR code and followed the official account, I received information about a group purchase of three people for a 9 yuan training camp, which was equivalent to starting the next group purchase-style fission activity. After purchasing the course, add the tutor’s personal number and then enter the community. The closed loop path is: public account-personal account-community. Soon afterward, they received information about book collection stratified by age groups. They scanned the QR code to be directed to the new public account for the corresponding age group, starting a new round of fission cycle of helping people collect books.

The whole process conforms to Fogg's behavioral design model B=MAT, action = strong motivation + easy operation + trigger reminder.

Note: Support activities usually set up dual incentives of "ladder tasks" or "rankings".

The first-level tasks will be very simple. For example, you can get the electronic version of xx information by inviting 1-2 people to help. Users can add their personal accounts to receive it. Users can be quickly transferred to their personal accounts, and the Top 10 ranking rewards can inspire KOLs to invite more helpers.

Gaotu Academy has not set up first-level tasks or rankings here. Perhaps the background message of the official account is enough to convert users to the 9-yuan training camp or continue to participate in other fission activities. Users will eventually reach personal accounts and communities because of receiving prizes or taking classes.

Again, review a complete user journey.

A user journey that successfully completes the fission link has been completed. Let’s review the entire process of user fission:

Step 4: Activity completed, review and assessment

The first task after the event is to review and evaluate: how much money was spent, how many new fans were gained, and what is the quality of the new fans? Customer acquisition cost, number of new customers, and user quality are the three core evaluation factors for judging the effectiveness of the entire event. More detailed funnel data in the process can help review the effects of each link and facilitate the next optimization iteration.

Customer acquisition cost:

I searched on 1688 Alibaba Wholesale Network - 2 books for 20 yuan each, assuming 8 new public account followers are added at 20 yuan, that's 2.5 yuan per public account follower. However, this does not include directing traffic to training camp registration and directing traffic to other public accounts to continue participating in fission activities. The cost of acquiring this user can be shared.

The user path is long and flows through multiple channels, which is why many large companies are unable to quickly calculate the cost of acquiring customers and can only do periodic overall accounting.

Funnel data:

For example, the exposure of the private domain publishing channel is 250,000 people:

• [Exposure efficiency] refers to exposure to code scanning: if 10% (25,000 people) see it and scan the code;
• [Participation efficiency] refers to scanning to forwarding: the data forwarded after scanning the code to see the activity cannot be monitored;
• [Forwarding efficiency] refers to the rate at which forwarding can bring in >= 1 new user: if the proportion of sharing that brings in at least 1 user is 9% (2,250 people);
• New followers of the public account: 2,250 people shared and forwarded the post, which brought an average of 6 new users (some were more than 8, some were less than 8), which means 13,500 new public account followers;
• Training camp registration: If 10% of them sign up for the training camp, 1,350 people will spend 9 yuan to enter the community and personal account.

Data summary:

• Exposure to code scanning = 10%. This ratio depends on whether the product selection is correct (whether you want to participate after seeing the poster)
• Scanning the QR code to forwarding brings at least 1 person = 9%. This ratio is based on "whether the task is too difficult" (whether you want to forward the task after seeing it)
• Forwarding to new additions = number of people participating in sharing * new coefficient = 2250 * 6 = 13500. This ratio depends on whether there are influential KOLs participating (how many people can successfully complete the invitation or exceed the quota after forwarding)

Think the data is too complex? Don't worry, many fission tools are equipped with data dashboards in the background: net increase in the number of people, fission rate, retention rate, fission level, step achievement rate and many other data. The picture below has nothing to do with the fission data in the poster above.

User Quality:

Fission activities always cannot avoid the participation of freeloaders, so what is the overall quality of the new users? The soul-searching question will ultimately come down to user quality. User quality can be judged by the rate of fan loss of the public account, the rate of increase in the number of readings of the public account, and the conversion rate of registration for paid training camps.

The trajectory of "robot assistance" for users who are seeking to get free stuff has certain rules to follow, which is different from the normal rhythm of assistance. The background can process the blacklist labels to avoid further free stuff next time.

Summary: The capability circle of private traffic pool user growth operation

It is not easy to organize an event well. In addition to what is mentioned above, it also involves many macro and micro capabilities such as industry insights, allocation of private domain traffic, A/B test design, cross-departmental communication, risk control, project promotion, and data analysis.

Based on the four steps of the previous activities, the comprehensive qualities and hard-core capabilities required for user fission growth become obvious.

This article does not involve the fission delivery of external channels. If this activity is promoted on other channel accounts, it is necessary to investigate the user matching, user quality, past data, etc. of the channel. After the activity is completed, it is also necessary to review the channel quality and ROI.

From judging the product selection direction from four dimensions to mastering the product selection logic to design high-quality solutions, and then combining fission gameplay to allow users to successfully complete the fission closed loop, finally, provide valuable experience and lessons for future activities in review and iteration. As long as you continue to improve your comprehensive capabilities and refine your fission skills while completing these 4 steps, you will become an increasingly outstanding user fission growth operator!

Author: Three Bowls of Mojito

Source: Three Bowls of Mojito

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