Momo Live User System: How to get users to pay?

The author analyzed the user growth path of Momo Live from four levels, which has guiding significance for future user operations and is shared with everyone.

This article's mind map:

1. Commercial channels and user value development paths of Momo live streaming products

MOMO Live (hereinafter referred to as Momo Live) is a high-frequency product that can attract users to pay directly.

Through the analysis of product content modules, Momo Live includes live broadcast module, mini-game module, nearby dynamics (similar to Moments), etc. (this article does not discuss the mini-game module for the time being).

Momo Live provides live broadcast services to users through platform construction and realizes commercial monetization through user recharges and rewards.

▲The user value growth path of Momo Live’s core users

Based on the user value growth path, all possible paths for user value growth in Momo products are broken down as follows:

• Register - Watch live broadcast - Consume;
• Register - Check nearby news - Watch live broadcast - Consume.

The high-value behaviors of users are:

• Watch live broadcasts: follow the host, chat with the host, and give rewards to the host;
• Consumption: live broadcast recharge and rewarding anchors.

2. Momo Live User Value Growth Ladder

1. Definition of Momo Live User Life Cycle and Value Growth Ladder

Momo is a mature and complex product with hundreds of millions of users. Whether it is user analysis, profiling or operation, it requires refined processing.

From the perspective of user types, Momo live broadcast users can be divided into: novice users, trial users, low-value users, high-value users, and lost users (the specific data is guessed based on experience, and each type of product is different, so it needs to be formulated in combination with its own products and business).

• New users: users who have registered but have not yet used the product in depth;
• Trial users: normal users, with live broadcast and game time exceeding 120 minutes per week, and no recharge;
• Low-value users: normal users, who log in more than 3 times a week, live broadcast + game time exceeds 120 minutes, and weekly recharge amount is less than 200 yuan;
• High-value users: normal users, who log in more than 3 times a week, live broadcast + game time exceeds 120 minutes, and weekly recharge is higher than 200 yuan;
• Lost users: users who have not logged in for 30 days.

From the product usage experience, we can see that the three user behaviors, namely users following the anchor, users chatting with the anchor, and users rewarding the anchor, can be defined as the three most important behaviors in the product.

2. Refined stratification of Momo live streaming users

The users of Momo Live are consumer users. For this type of user, it is most appropriate to use the RFM model for fine-grained stratification.

• R: The time difference between the user's last consumption in the past 30 days;
• F: Total number of user consumption in the past 30 days;
• M: The average amount of money spent per order by users in the past 30 days.

The average values ​​of the above three data of users in the past 30 days are selected as data key points, and 8 types of consumer user values ​​are defined, and tiered operations are carried out accordingly.

3. Sorting out the optimal growth path for users

▲Momo live product new user guidance process

1. User registration → pass the novice period and become a trial user

STEP1

• One-click registration reduces registration difficulty;
• Obtain information about users from other channels to improve the channels for reaching and recalling users after they have churned.

STEP 2

Obtain the user's natural attribute information data, including age, gender, etc. Through background data analysis and comparison, we can roughly get the user's willingness to use the product. In addition, through the above simple user data information, simple personalized content recommendations can be made to new users.

After the user enters the product, the live broadcast content that the user is interested in can be recommended to the user based on the above user information. Recommend nearby high-quality live content and nearby news based on user location. Improve the accuracy of recommended content and encourage users to watch live broadcasts or content in nearby dynamics.

2. After the novice period, become a trial user → become a low-value user

1) Home Page Tab

• Guide users to follow accounts, and get content recommendations in three aspects: nearby news, nearby people, and people in the same city;
• Guide users to pay attention to nearby dynamics, nearby people, and content in the same city; guide users to use the product and get through the novice period by watching, liking, and chatting about nearby dynamics;
• Guide users to block relationship chains and lower the user's psychological threshold;
• Recommend content based on user information and prioritize pages (based on distance);
• The content can be seen as soon as the page is opened, which lowers the threshold for user behavior;
• The self-guidance of the homepage content and the dynamic value of the handsome men and beautiful women in the dynamic content meet the user's initial content consumption needs.

2) Live Tab

• Guide users to watch live broadcasts, follow anchors, chat with anchors, etc.;
• Recommend live content based on user information, and display and sort by page priority;
• Provide a variety of live broadcast formats and content to meet different user needs.

3) Follow Tab

• List of followed hosts: quickly find live broadcasts you have followed before;
• Short video list: provides a variety of short video content, and allows users to directly follow the short video creators.

3. Low-value users → become high-value users

• The live broadcast room's novice guidance animation guides users to give gifts and enjoy the gift-giving experience;
• Cool animations for recharge users to stimulate them to recharge;
• The anchor provides strong guidance to guide users to recharge.

4. Determine the optimal growth path

5. Sorting out user behaviors that need to be motivated and formulating strategic directions

Sort out the above key user behaviors and provide directions for formulating operation strategies:

Categorize the user behaviors that need to be incentivized and improve the incentive policies respectively:

4. Review of the user incentive system for Momo live streaming products

▲Momo live broadcast product user incentive system

1. Momo Live Wealth Level Growth System

2. Momo Live Noble Level Growth System

1) What is nobility?

The nobility is a special class on the Momo live streaming platform. They are divided into six identities: super emperor, monarch, duke, earl, viscount, and knight. Those who possess the nobility identity can enjoy exclusive privileges of the nobility.

2) How to become a noble

Starting from the 1st of each natural month, the noble value will be accumulated from zero, and the user will obtain the noble status of the corresponding level based on the accumulated noble value.

3. Momo Live VIP Level Growth System

Simply put, wealth level and VIP level are determined based on rewards. The more gifts you give as rewards, the higher the corresponding level will be; wealth level and VIP level are irreversible.

The noble level is determined based on recharge. The more monthly recharge, the higher the corresponding level. The noble level is reversible, that is, it will be downgraded if the monthly recharge does not reach a fixed amount.

Author: T Brother

Source: User Operation Play (ID: happy_yiyi517)