Understanding the sharing, invitation and reward methods in APP fission and new user acquisition

Today's article will involve many details of APP fission , mainly including three aspects: sharing form, invitation form, and reward plan.

1. APP sharing form

The social fission value of an APP is composed of many factors, one of the most basic factors is the form of connecting users, that is, the sharing form. Only when it is combined with some content and interaction can social interaction become meaningful.

There are many specific ways to share on APP. If we classify them by the style of sharing on WeChat, they mainly include text, web pages, pictures and mini-programs.

Text sharing mainly exists in e-commerce apps, mainly in the form of passwords.

When a user opens some e-commerce apps and shares a promotional product or a red envelope activity, a text password will be automatically generated and copied. The system will continuously optimize the text to ensure that the content is not repeated. The user will then be guided to open WeChat. When the user opens the friend dialog box or Moments, the password can be directly pasted and sent out. This has become the main way for some e-commerce apps to obtain traffic from WeChat.

The web link sharing form was the absolute mainstream before, and it is also one of the common forms now. Specifically, the H5 landing page is used as the carrier, and the title is the core to attract users. The more eye-catching the title, the higher the opening rate.

When users open the web page, they will see information browsing that is similar to the experience of the APP, but not all the information will be displayed. Instead, guidance such as "Open the APP to view all" and similar words will be used, and third-party deep link technology will be used to achieve direct download of the APP, which not only optimizes the user experience but also shortens the conversion path.

I personally think that picture sharing is a very suitable communication material for the WeChat environment. You can save pictures and share them in Moments, or you can directly jump to WeChat and share them in WeChat groups. Of course, what is more important is to design the visual effects of the shared pictures, optimize the color, matching, layout, copywriting and other elements, and maximize the attraction of users to accept the invitation. As for the content of the picture, it can be pure text content, such as famous sentences, fragments, etc., or it can be product photos, beautiful scenery pictures, literary illustrations, etc. combined with text.

The mini program sharing format was born in recent years and has been adopted by more and more apps. When a user opens the app and shares the content to a WeChat group, it will appear as a mini program. Because the mini program experience is lighter and conforms to the usage habits of WeChat users, the dissemination effect is often better and can be associated with the official account.

Moreover, after users participate in the fission of the mini program, they can share it directly without returning to the APP. Of course, users can also jump to the APP when using the mini program to complete the reflux guidance from the mini program to the APP to achieve the growth of the APP.

2. APP invitation form

For APP fission, letting users share is only the first step. The sharing form solves the problem of users seeing "you invited me", and successfully inviting users is the second step. The invitation form solves the problem of "you invited me". Only when the invitee actually touches the APP (that is, can confirm the invitation action), the APP fission is completely completed.

There are two main forms of APP fission invitations. One is to acquire new users based on invitation codes, and the other is to acquire new users based on invitation links.

The invitation code is a very important means to achieve APP fission.

After the APP encourages users to actively share through various reminders, friends will often see a string of numbers, a link, a picture or a web page with a specific invitation code displayed on it. After the other party downloads the APP and opens it as required, they can enter the invitation code to register. Before that, the system will determine whether the other party is a new user. Once the invitation code is successfully recognized and the registration is completed, the invitation is considered complete.

There are many apps that use invitation codes, especially those in the early stages of development. Because they attach great importance to user experience and user quality, they will set relatively high thresholds and only issue external invitation codes to core users.

When expanding rapidly, invitation codes are also commonly used. If the platform has strict restrictions on the dissemination of third-party apps, the specific form of the invitation code can be flexible, such as text passwords, poster images, etc., to ensure that the invitation process is not interrupted.

The invitation link is the second form of verification to ensure that the APP successfully acquires users. The difference from the invitation code is that the invitation link directly obtains the user's contact information, that is, registration, and guides the download of the APP after registration. Compared with the invitation code, the process is smoother and the conversion is more direct. The disadvantage is that it is easy to be blocked by the platform.

Regardless of the form of sharing and invitation, in order to attract more new users, setting up ladder tasks based on the number of invitees, number of shares, activation level of invitees, etc. is a good way, and it is a common strategy.

In addition, both the inviter and the invitee should be incentivized, which is also a good way to enhance the fission effect.

However, even the best strategy cannot be separated from a specific reward plan. Only a reward program that has a strong sense of value, strong practicality, and enough surprises can be effective in promoting the fission of an APP. Next, I will introduce the commonly used reward programs for APP fission.

3. Rewards for APP Splitting

The first type of reward plan is incentives of actual value, such as red envelopes, gold coins, exchange points and other virtual forms of rewards that can be exchanged for money. This is the most tempting reward plan, which takes advantage of the profit-seeking mentality. As long as you can make money, even a small price can be paid.

However, such rewards can easily attract inaccurate users, namely the "freeloaders", and are also easily targeted by the black industry. There is a risk of increased costs or even losses. It is necessary to pay attention to risk control at all times and try to stop losses in a timely manner.

The second type of reward program is the incentive of virtual value. The most typical example is coupons. Although they cannot be exchanged for money, they can be combined with products to reduce payment costs. They take advantage of the psychology of reciprocity. Many content apps are good at using this method to generate fission and attract new users.

The third type of reward program is the incentive of product value, that is, using actual products as invitation rewards. The advantage of this is that it allows users to experience the most real value and can also help new users retain better.

Common product incentives are determined according to different types of apps. For example, product incentives for content apps include free trial classes or extended membership services or benefits.

The fourth type of reward program is the incentive of physical items. Users can get physical prizes by mail after completing the invitation. This program is very attractive to users and also uses the psychology of reciprocity, but it is easy to be fleeced. It is also necessary to pay attention to risk control. You can set a slight threshold in the operational strategy to reduce the risk.

The fifth type of reward plan is to combine multiple reward forms into gamified tasks, hierarchize sharing and invitation behaviors, set different reward levels according to the number of times, cycles, number of people, etc., and get rewards for completing each new customer acquisition task. The prizes can range from virtual to physical, from cash to points. Prizes can be received directly or redeemed in the mall. The number and difficulty of tasks can be changed immediately. The most widely used application of this type of reward program is the Alibaba APP, and you can experience it for yourself.

IV. Conclusion

We used two articles to analyze the underlying model and product details of APP fission. You will find that APP fission involves very complex path design and detailed experience. It is not like WeChat fission, but a product growth model that can achieve the integration of the inside and outside of the end. However, the underlying logic is not much different from WeChat fission, referrals, etc.

Finally, I would like to share a point of view. The influence of fission path on fission effect is really decisive, that is, the path determines the essence. Whether you ask users to share invitations before obtaining the product or to share invitations after obtaining the product are two different growth strategies. We call the former fission and the latter referral.

Does APP’s old customers bringing in new customers belong to the former or the latter? Dear readers, please think about this carefully and I look forward to your answer.

Author: Wild Operation Community

Source: Wild Operation Community (dugu9bubai)