4 most effective fission growth methods!

There are many ways to attract traffic. Today we will focus on fission-type traffic. What is fission?

The word "fission" is often combined with "nuclear fission", but when it is combined with drainage, fission drainage is as powerful as nuclear fission.

The reason why it is so powerful is that fission traffic brings obvious advantages such as low cost, lasting effect, and great influence, so fission traffic is often used in the field of user growth.

In the mobile Internet, the earlier fission and drainage method was multi-level distribution, which was initially a very popular sales model in WeChat merchants/WeChat micro malls. Later, as the fan economy became popular, "traffic" became particularly important in Internet products. A "task treasure" customer acquisition model evolved from three-level distribution began to be gradually used by many corporate WeChat public accounts.

Here is a brief introduction to the commission distribution of three-level distribution:

• Step 1: User A1 recommends the product to B1, B1 buys it, and A1 gets a commission; (Level 1)
• Step 2: User B1 recommends the product to C1, C1 buys it, B1 gets commission, and A1 also gets commission; (Level 2)
• Step 3: User C1 recommends the product to D1, D1 buys it, C1 gets a commission, B1 gets a commission at the same time, and A1 gets a commission again; (Level 3)
• Step 4: User D1 recommends the product to E1, E1 buys it, D1 gets commission, C1 gets commission at the same time, B1 gets commission again, and A1 no longer gets commission.​

Three-level distribution commission model

From the beginning to 2016, the development of the mobile distribution model (mainly WeChat public accounts and related apps) can simply be described as "crazy".

But the good times did not last long. The crazy distribution and customer acquisition model that was popular throughout the mobile Internet lasted for several years. WeChat, which has always focused on user product experience, finally proposed in 2016 to prohibit multi-level distribution customer acquisition/selling models in the WeChat ecosystem (now WeChat officially only recognizes secondary distribution, otherwise it will be treated as a violation).

After tasting the sweetness of fission-style traffic, even though WeChat officials and even some regulations have begun to prohibit three-level distribution marketing, as long as the market has a huge demand for fission-style growth, it seems that fission-style growth has encountered a bottleneck. However, in the Internet age, there is no shortage of awesome product people, so a new fission model called "community fission" soon emerged.

Defined by the characteristics of low fission cost, lasting effect and great influence, there is also a more primitive model - the explosive H5. This fission model is more difficult, and well-known cases are only born among large companies, which always gives many operations/product partners a feeling of being hard to come by.

WeChat voting can be considered an early fission model, but it was also harmonized by WeChat early on. Next, based on the "User Psychological Needs Table", the author analyzes the four common and practical fission drainage methods: community fission, distribution fission, red envelope fission, and H5 fission:

Appendix: Historical article: "To understand users, you need this "User Psychological Needs Table""

1. Community fission

1. Definition

Community fission became well-known around 2016. It is a third-party traffic diversion tool based on WeChat groups and personal WeChat accounts. It automatically realizes WeChat group fission, WeChat account automatic diversion, and intelligent management and control of group messages and personal account messages. It is one of the lower-cost ways to fission WeChat groups and personal accounts.

The author believes that the core of community fission is a new fission method opened up through technological innovation when the fission of WeChat public accounts becomes stricter. Therefore, many companies also use community fission tools to attract traffic to public accounts.

2. Gameplay

First, let’s take a look at the picture above. The picture below shows the flow chart of early community fission:

Later, in order to improve the efficiency of fission, the gameplay was upgraded: first screen accurate users through personal accounts, and then invite them to join the group:

3. Typical Cases

In 2017, when I was at iAsk, I relied on the resources of big-name doctors and continued to conduct a number of community fission courses for the purpose of attracting traffic. At the beginning, we also looked at many cases from the same industry and other industries, but when we put them into practice as a team, the results were not as good as others.

The preliminary summary is that the following three aspects are not prepared: the trust endorsement of the course lecturer, the inaccurate communication channels, and the accuracy/narrow audience of the course.

The poster alone was revised many times.

​​​​Later, after more than ten fission activities, we made great optimizations in the above three aspects, but in the end we still did not achieve the ideal effect.

The author suddenly remembered a classic quote by German strategist Weitzman:

The solution to a problem is often not at the level where the problem occurs, but at an adjacent (higher) level! This is a truthful conclusion with profound dialectics and a commanding height of thinking. It can help us develop a thinking method to analyze and solve problems, and get rid of the narrow thinking logic of dealing with issues at hand.

Later, the author consulted some more accurate users, and they had two feedbacks: A. They had no idea why they had to share posters, and they were very confused; B. Some small benefits could be added to the community, because people all like benefits and stimulation.

Later, we used a method that was very different from conventional community fission. Our core was still to attract traffic through free courses, but we postponed the step of forcing users to share posters until our fission base reached 500 people (5 groups, 100 people in each group), and then encouraged everyone to share.

How can we ensure that the group attracts 500 basic users? We will send limited coupons/free physical examination spots and other baits in the group. The condition is that the group members must attract a certain number of users and the group that achieves the goal faster will receive additional rewards, and the rewards will be distributed in a timely manner.

4. Case Summary

In fact, the model of community fission (or other activity methodologies) cannot be replicated, but its underlying logic can be replicated. The underlying logic is: what kind of psychological needs will users have to play fission with you? It's nothing more than: taking advantage (continuous stimulation of benefits), laziness (unwilling to share), and fear of losing.

Today, based on previous operational cases, I shared with you three steps to create high-conversion fission posters. All three steps are big, but in the end they can all be implemented with some small tips.

If you use these tips skillfully, I can’t guarantee that your poster will be 100% perfect, but it will definitely inspire you.

Now let's briefly review:

• A. When writing a poster theme, you can start from three points: first, you must be able to directly present the results, using "quantifiable" words to let users intuitively perceive that learning this course (purchasing products, participating in activities) will be rewarding; second, you must grasp the user's "quick success" mentality, through short time, goal decomposition and other means, so that users can easily achieve quick success. The third is that the theme will limit the target population to a certain extent, so when choosing a theme, you should appropriately expand the audience range.
• B. The packaging of the poster content includes the packaging of the activity (product) and the packaging of the guests. The activity content should be polished to have a sense of "efficiency, scarcity, authority, and low threshold". When packaging the guests, select a guest title that users think is powerful and support it with successful cases.
• C. If you want users to place orders quickly, you can use three points: "invalid after expiration", "first come, first served", and price changes over time and quantity to create a sense of urgency. You can also take advantage of the herd mentality and make users want to place an order because others have already purchased it.

2. Distribution fission

1. Definition

Distribution fission, in short, is to attract traffic through a multi-level distribution fission model. The difference is that this gameplay will cause changes in the way users complete tasks and the level of distribution depending on the differences in products.

2. How to play

The way to play distribution fission is generally to set an extremely attractive reward for groups of users with demand or potential users. Potential users need to attract new users or make other users pay in order to have a chance to get the reward.

3. Case

Everyone should still remember this NetEase Drama King opening class in 2018. There are also many reviews from different angles on major operating websites.

You can take a look at this distribution path diagram:

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But the poster of NetEase Xijing Sharing Course is also worth studying:

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According to the author's experience, in order to carry out a good distribution fission, in addition to finding a suitable fission method, in addition to having a good communication mechanism (distribution), good fission posters, it is also necessary to polish the product (courses/products), screen user fission channels (WeChat groups, official accounts, mini programs, etc.), and endorsements from people. These are the core factors. The details of the relevant cases will not be expanded here.

Appendix: Mission treasure fission process

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4. Summary

Distribution fission has only existed for a few years in the history of mobile Internet. Perhaps with the official control of WeChat, distribution fission has been listed as a suspected violation, and serious distribution activities may even be blocked by the platform. However, as of now, there are still many self-media celebrities who are happy to use it. The author believes that as long as the activity is not excessively malicious marketing, the account will generally not be blocked.

3. Red Envelope Fission

1. Definition

So far, red envelope fission is a tried and tested method of public account or APP fission. It mainly uses red envelopes (mainly cash-based, incentive materials that users can use indirectly or directly) as rewards to guide users to follow public accounts and download APPs to withdraw cash. It is a low-cost fission and drainage method.

2. Gameplay

Steps for public account red envelope fission:

Play mini games - reach a certain score - get a prize code - scan the code to follow the official account - send the prize code to the official account - get a red envelope - share the game to get more chances to draw red envelopes - play mini games

Steps for APP red envelope fission:

Users open red envelopes on the APP/WeChat terminal - download the APP to withdraw cash/share with WeChat friends to receive more red envelope rewards - friends receive red envelope rewards - users receive all invitation red envelope rewards

3. Case

Public Account

The most common way to split red envelopes is by playing H5 games on WeChat. Next, I will walk you through the entire splitting process.

For example: play a small game first, and after reaching a certain score, copy the password and follow the official account, send the password to the WeChat official account, and draw a WeChat red envelope.

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APP

The main gameplay is to send red envelopes to users, and users can receive more red envelopes by sharing them with friends. Secondary distribution is also integrated into the gameplay, that is, friends and friends of friends receive the red envelopes, and the sharers can all receive extra rewards. A reward mechanism has also been added, that is, users can only get distribution rewards if their friends download the APP and withdraw the rewards. At the same time, guide people to follow the official account and keep abreast of the latest updates on sharing rewards.

APP red envelope fission mind map:

Source: Zero One Fission (click to view larger image)

4. Summary

After carefully reading the above two cases, everyone knows that red envelope fission is not only used in financial products, but can also be reused in other industries.

So what details should we pay attention to when planning red envelope fission activities? Let’s talk separately.

WeChat Official Account

A. Prize draw threshold

In terms of the conditions for receiving red envelopes, in order to make the fission activity spread faster, a lower threshold for drawing red envelopes was set;

The fission cost and fission effect are taken into consideration in the number of draws and the number of wins, and each person is given two draw opportunities every day, and each person has two chances to win during the entire event.

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Collection conditions

B. Red Envelope Amount

In terms of the amount of red envelopes and the corresponding number of red envelopes, it ranges from 1-1.02/500; 1.02-1.05/200; 1.05-1.10/150;

Five gradients are set from 1.10-3.88/100 to 3.88-8.88/50 (assuming 1,000 red envelopes are sent). The purpose is to distribute the red envelope amounts to reward users in a more reasonable manner. Such a setting is conducive to users' continuous dissemination activities and minimizes the overall cost of fission.

C. Probability of winning

The setting of the winning probability is the most interesting part of the activity. When the number of participating users is small, we can set a 100% probability, which means that all users who participate in the red envelope lottery can get rewards, which will determine the user base for the next step of fission.

However, the duration of this probability setting needs to be set at any time according to the fission effect, because when the user fission is normal, it is possible that 1,000 red envelopes will be used up within 5-10 minutes.

The result is: users who subsequently participate in the event have 0 chance of winning (the red envelope rewards have been distributed), and the long-tail effect is not obvious, so the dissemination may be terminated prematurely, resulting in a relatively high fission cost. Therefore, this winning probability, which can be set at any time, bears the dual responsibility of fission effect and fission cost.

D. Sharing settings

In terms of sharing settings, I usually set it so that each person can play once a day, and each share adds one additional game opportunity. What do you think is the intention of this setting? Why not set it up so that you can play twice a day, and increase your chances each time you successfully share?

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Sharing settings

E. Share copy

Sharing copy and icons are also factors that affect whether a fission activity can fission quickly. The copy in the title and summary must play a very tempting function so that users will want to click on the activity as soon as they see it.

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APP

The gameplay of APP red envelope fission is different from that of official accounts. Let’s first look at the two path diagrams of user fission conversion (official account + APP):

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A. Authorized login

Generally, our APP can be registered by mobile phone number. However, in a fission activity that emphasizes speed and effect, the registration method of filling in the mobile phone number, new password, and receiving the verification code is obviously not conducive to the rapid spread of fission activities, reduces the user's desire to participate, and thus affects the ultimate effect of the activity.

So is there any way to overcome this difficulty?

have!

Therefore, we can use the "mobile phone number + SMS verification code" method to implement the "login/register" login method at the same time, providing a very convenient login method for new users and greatly reducing the churn rate of new users.

When the user is not logged into the account and clicks the back button, a retention pop-up window will pop up, guiding the user to log in and receive a cash red envelope. According to relevant data, this setting can increase the login rate by 20%~50%.

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B. Promotion rhythm

Every second in the red envelope fission is a contest with money, so the rhythm of the activity should be grasped in advance. Among them, the indispensable part in the communication link is to make the reward data dynamically updated and controllable in real time.

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C. Award mechanism

The reward mechanism refers to the reward obtained through distribution. The sharer can only receive the reward after the sharer withdraws the money. This wave of operations can greatly reduce operating costs and benefit users.

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D. Fission index

In the APP red envelope fission, there are many operational indicators involved, such as: the fission cost of old users, the conversion cost of new users, the proportion of new users, the reward rate, the withdrawal rate, the download rate and other details all need to be analyzed by data in order to continuously optimize the operational details, improve the conversion rate and reduce the conversion cost.

E. Set the red envelope amount

According to previous APP red envelope fission experience, new users spend 6-7 yuan for the first time and have a high willingness to download; old users spend more than 1 yuan and have the fastest spread speed.

Up to now, the author has carried out at least 50 red envelope fission activities, and believes that this is a direct effect among many traffic-generating activities. The most obvious thing in the activity is to satisfy the psychological needs of users to get a bargain; and in the details of the design, such as the design of the marquee and the exit pop-up window, it can well satisfy the psychological fear of loss of users; by adding the distribution gameplay to encourage users to share the activity, it takes advantage of the user's herd mentality...

In short, what our operations staff need to do is to finely optimize each conversion scenario, such as the probability of winning, red envelope gradient, distribution rewards, award mechanism, retention pop-ups, doubling red envelopes, re-sharing, marquee displays, etc., all of which provide strong guarantees for improving ROI value.

4. H5 fission

1. Definition

H5 fission refers to the planning of H5 with interesting, emotional, fun and high-quality features. Their general forms of expression include small games, video interactions, long pages, page turning, etc. The last page is often the core of the activity, and usually guides users to save posters, share with friends and other functions to achieve the purpose of attracting traffic and dissemination.

2. How to play

A common way to play fission games is that users can take personality tests, enjoy story plots, answer brain-stimulating multiple-choice questions, and other creative experiential interactions in H5.

3. Case

Case 1: Heartbeat Lab-Familiar Stranger

H5 theme: The xxth person who clicked on it, I xxx for you

Detailed gameplay: User A chooses the project he wants to experiment with, such as being his/her girlfriend/boyfriend for a day, and then sets the Xth user X who opens the link to have the opportunity to conduct a thrilling experiment with User A. We can conclude that the case mainly combines five user psychological needs: curiosity, love of playing, taking advantage, personality, and safety. I believe that the users who play this game must have abnormal heartbeats. It is no wonder that the app was able to achieve an astonishing result of 500,000 followers through H5 in 2018.

Attachment: Game process demonstration

Case 2: Lantern Festival, come to my hometown to celebrate the Lantern Festival

H5 theme: Come to my hometown to celebrate the Lantern Festival

Detailed gameplay: During the Lantern Festival, users can generate a mobile phone poster with the attributes of their region by selecting their own region. The content is accurate, concise and distinctive, and it can be said that this small poster contains everything. This is actually a business card with the user’s hometown. With such a beautiful description, many users will spontaneously promote their hometowns. This is actually also a business card that increases social currency. There are benefits to be claimed at the end, which is a strong boost to sharing. In the end, it received nearly 4,000 new followers.

Appendix: Some data and details of activities

4. Summary

In the cases, we can basically grasp a few key words: fun, interesting, and creative. Indeed, the cases mentioned above also meet the users' curiosity, love of play, herd mentality and even more advanced needs of wanting to be respected.

Since the core of H5 fission is creativity, there are not many excellent cases, and the ones that usually dominate people’s vision are those produced by large manufacturers; however, this does not mean that ordinary companies cannot produce explosive products or that this kind of slightly more expensive H5 is useless. Or we can think about it in another way. For those things that require more energy and resources to complete, our operations staff can make full-year plans in advance, and then use their spare time to continuously improve them, so that we can launch an excellent H5 event in a quarter or half a year.

That is to say, we should pursue quality instead of quantity. We can grasp the rhythm of small steps and fast progress and make our own creative H5. These creativity, care and quality are the best examples to enhance brand endorsement and will subtly improve user loyalty.

Well, if you have any questions about fission growth or better cases, you can leave a message to communicate with us~

Author: Shengjie is not surnamed Li

Source: Operational Evolution History