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How did a newbie who had just arrived complete more than 50 transactions on Kuaishou in just over 20 days? How did Kuaishou make a new user so addicted?

After downloading and using it for just over 20 days, she had completed more than 50 transactions on Kuaishou.

Yes, she is one of my good girlfriends. She was bored during the epidemic and clicked on a Kuaishou sharing link from a WeChat friend. She was deeply addicted to it.

So, how did Kuaishou make a new user so addicted?

Because Kuaishou did these two things right:

1. Through the behavioral formula [Behavior = (Motivation - Resistance) * Boost + Reward], we can first know what users want and then let users accomplish what they want.
2. Find ways to deepen user engagement, which can easily improve retention.

1. What is the user behavior formula?

As the title says, it is first a formula: Behavior = (Motivation - Resistance) * Boost + Reward

Let’s understand these four dimensions separately:

1. Power

That is: users want to complete a certain behavior, and the motivation mainly comes from their own needs and external assistance.

The following 6 methods are common:

(1) Use friends’ endorsements to attract users. For example, the various shared posters seen in the circle of friends mostly carry the name of the sharing friend, or the class the friend is taking, or the friend has completed XX goal.

(2) Send red envelopes to new users to increase their motivation. For example: red envelopes given by the platform to new users, or vouchers issued, or cash rewards for sharing, are all intended to enhance subsequent user transaction behavior.

(3) Explain to users why. For example: if you want to obtain privacy permissions, location permissions, message notification permissions, album permissions, etc., first explain to the user the purpose of obtaining this permission. A reasonable explanation will make it easier for users to accept and agree.

(4) Simulate the pre-Aha moment. For example, for financial investment products, you can enter the default investment amount to view the estimated return, which provides users with timely income incentives.

(5) Personalized recommendations to give users what they want. For example, during the registration process, let users select content tags that interest them, and then provide them with personalized recommendations.

(6) Assist through user psychology. For example: creating a sense of urgency, scarcity, and gamification, “Limited time offer, countdown ends in 2 hours”, “Limited places, only the first 100 winners will receive prizes”, “The person who gets the highest score in the shortest time wins”.

2. Resistance

That is: how easy it is to do a certain behavior. The resistance mainly comes from the user's own ability and external obstacles.

The following 5 methods are common:

(1) Remove unnecessary steps and information. For example: one-click registration, skip authorization, etc., reducing process operations will correspondingly improve conversions at each level.

(2) Avoid cold starts. For example, a certain fund fixed investment product displays an investment of 10 yuan by default to increase the investment rate.

(3) Highlight key behaviors and paths. For example, a certain video production product highlights the filter function to increase user activation rate.

(4) Avoid giving users too many choices. For example: Give users limited choice space to prevent them from giving up subsequent operations due to too many choices.

(5) Postponement of registration or exemption from registration. For example: offer a free trial first, then remind users to register when it comes to the key process, or register with one click on WeChat.

3. Boost

That is: prompting the user to take a certain action.

Factors to consider here include: How quickly do users make decisions? How long is the time window for regaining users? Whether there are channels to reach users.

There are 2 ways:

(1) Educate users when appropriate. Such as: boot screen guidance, key function pop-up prompts, product description documents, etc.

(2) Use external channels to push content. Such as: product pop-up prompts, in-site information guidance, etc.

4. Rewards

That is: what kind of feedback the user can get after completing the behavior.

Factors that need to be considered here include: the more difficult it is to complete the behavior, the more the user should be rewarded after completion; if it is a key behavior, use rewards to encourage users to form usage habits; if the process is too long, there should be reward design for the intermediate links.

There are also 2 methods:

(1) Celebrate as a sign of encouragement after users complete key behaviors. For example, after completing personal information as required, users will be rewarded with points and their levels will be upgraded.

(2) Instant feedback and a sense of “gain”. For example, after the user selects a tag of interest, an animation effect of generating personalized content is displayed instantly.

Generally, it is often used when designing the overall strategy for activating new users. By breaking down and analyzing the four dimensions that affect user activation behavior, namely "motivation, resistance, boost, and reward", we can sort out the ideas for activating new users, and then strengthen and guide them through activation methods such as "incentives, manual work, channels, and products". Finally, after comprehensively evaluating the difficulty and cost, we confirm the final activation plan.

2. How does Kuaishou effectively increase new user activation through behavioral formulas?

1. First, let’s take a look at the overall industry background of Kuaishou

Since its development in 2013, Gif Kuaishou has transformed from a tool-type product to a short video community product, and its brand has been changed to "Kuaishou".

In 2019, he collaborated with CCTV News, Spring Festival Gala, QQ Music, Kuwo Music, and WeSing, and many other cross-industry collaborations made him famous and ushered in rapid growth, with DAU exceeding 200 million.

In 2020, Kuaishou continued to expand into second- and third-tier cities, repositioning its users as "average people in society," with its DAU exceeding 300 million.

2. Let’s look at Kuaishou’s target users

The positioning of “average person in society” basically means that all netizens are Kuaishou’s target users.

It’s like: when you need social interaction, look for WeChat; when you need entertainment, look for Kuaishou.

3. So, what needs do users want to solve?

Users come to Kuaishou to watch short videos, watch live broadcasts, browse the local area and discover new things... In short, they use their free time on Kuaishou to kill time and entertain themselves by consuming these interesting video contents.

Of course, users may also go to Douyin to watch videos and content, and these competitors are also trying to grab users’ time.

However, for Kuaishou, the Aha moment for activating new users is when the user watches a video content in its entirety.

4. Product Activation Process Analysis

Next, we will break down the complete product activation process to see how Kuaishou uses behavioral formulas to effectively increase new user activation.

Generally speaking, the new user activation process includes three core links: reaching users in WeChat conversations -> users download and install in the app store -> users enter the product to complete activation.

Specifically, each step is disassembled in detail, with screenshots to assist in the explanation.

(1) Reaching users in WeChat conversations

(2) The user downloads and installs the app from the app store --> the user enters the product and completes activation

【Quick Hand Speed ​​Version】

【quick worker】

Further analysis combined with behavioral formula:

The above three-step process seems simple, but it contains so many activation clues. It accurately grasps the user's psychological changes at every step and gives the user what they want.

In this way, users gain a good product experience, and the product truly creates an activated user.

3. What is user engagement?

After many hardships and difficulties, the user was finally activated, but this is just the beginning of the story... After all, attracting users requires skills, but retaining users is the real skill. Continuously deepening user engagement makes it easier to improve user retention.

When it comes to user engagement, we first need to define active behavior: that is, watching short video content.

We need to improve users' active behaviors from the perspectives of "frequency" and "intensity", and eventually the behaviors will be retained and sustained.

• Frequency: that is, increase the frequency of user active behaviors, such as guiding users to watch video content continuously and develop product usage habits.
• Intensity: That is, increasing the intensity of users’ active behaviors, ultimately leading to a stronger sense of gain in product value.

4. How Kuaishou Increases User Engagement and Improves Retention

Next, let’s take Kuaishou as an example to further analyze it.

After users finish watching one video, they will immediately move on to the next one, and the next one... countless interesting contents are temporarily available for new users to consume.

It is important to look at the content, but it is just an introduction.

Attract users' attention through content, encourage them to like, follow, and share to generate more interactions. What is more important is to focus on the content and the people, pay attention to the sharers, and pay attention to these IPs that are flesh and blood, with characteristics and personality. After that, it is natural for the broadcaster to guide users to the live broadcast room for a series of interactions and monetization.

When users become fans of a broadcaster, the broadcaster will try every means to retain users, and users will naturally stay on the platform. Ultimately, users and broadcasters together will bring more traffic to the platform, generate more GMV, and bring higher product value.

Below we will look at how the platform uses products, operations, channels, and human resources to positively increase the "frequency" and "intensity" of active users from the perspectives of broadcasters and users.

V. Conclusion

• First, give users a good initial experience of the product, then attract users with timely, rich and interesting content, and further cultivate users' habit of watching short videos every day to increase the frequency of use;
• Then, through product mechanism formulation and operational gameplay design, both broadcasters and users can continue to improve their intensity after forming habits. The platform serves as a tool to provide better service support for both parties.
• Ultimately, broadcasters and users can gain more product value and commercial value through continuous exploration and increased activity.

In the end, merchants sell to their heart’s content, users buy happily, and the platform becomes the biggest winner.

Author: winnie0825

Source: winnie0825