A random talk on user growth system

The growth system is the evaluation criteria and value orientation that reflect the user's use or participation in the website. There are many forms of growth system, whether the most common points, growth value, virtual currency, membership level, or achievements, medals, or even hidden conditions and restrictions, the purpose is to achieve the commercial interests of the site and meet the core needs of users:

to the website operators: Growth system can ensure that the quality of resources or value-added services are used by the core target users, the user's behavior to conduct a reasonable guide to ensure that the interests of users and the unity of the interests of the website to build a healthy and stable site ecological environment; For users: The growth system can make the And in the use of Web site to achieve the value of the process, timely positive and negative incentives to enjoy the privileges of the level of promotion;

Almost all web2.0 Web sites have user growth system, the difference is that we have targeted the design of this system to ensure that the strategy is reached, or passive maintenance, expect users to intervene through the operator to form a stable ecological circle. Foreign UGC communities are rarely deliberately graded for the user, they prefer through product restrictions and guidance, imperceptible impact on user behavior, but this does not mean that these sites do not have a set of user growth and evaluation criteria.

Quantitative analysis of website user behavior, is one of the most important work of all successful websites, foreign websites and domestic websites in this point is consistent, but the domestic site more than choose to this evaluation standard to tell users, in order to be users "according to our rules to play." This is based on the user's use of the Internet environment to make the choice. At home, we also do need to "not share the spirit", "malicious dissemination of advertising information," very boring and lonely "users to carry out reasonable guidance, and because of homogenization competition is very fierce, we also need to give our users (he may be a lot of similar site users) some small incentives and benefits, To bring more website use value or additional benefits.

Let's analyze several common user growth systems for successful domestic websites:

Sina Weibo relationship: The number of fans in the most obvious and core position show (attention and micro-blog volume is only a quick entry). Different fans have a direct impact on the user's position in micro-blog and the right to speak, based on the amount of fan trading has become a new business; certification: including real-name certification, corporate certification, star Tatsu people, need to apply to operators. Different authentication corresponding to the operator to the user's recognition degree, Sina to ensure that the quality of authenticated users and Sina's star strategy is consistent; medals: Based on user behavior, operating activities in the station, external advertising promotion of the three main lines for the participation of a higher user to show the medal, and provide friends ranking function;

Evaluation: SINA's growth system is closely related to the media strategy to build, the core idea is to shape the cattle (fans, certified cattle, medals strong), more than cattle, natural attraction of large; This growth system and micro-blogging strategy and ecological environment are inseparable, a variety of users also play the joy.

Tencent QQ Growth value: Online 2 hours or more 1 active days online 0.5-2 hours 0.5 active days. Different active days correspond to different grades. You can accelerate growth by using guided products or paid behavior. Virtual currency: Q-coins, RBM purchase, for the purchase of QQ virtual products and member value-added products, Q Point, Q-Currency exchange, for the purchase of Tencent other product lines (such as games) value-added services or virtual products, integration, purchase behavior, for the purchase of various products discount;

Evaluation: As a result of QQ user scale basis, virtual "self-value Satisfaction" is the source of the QQ growth system, whether it is an obvious level of identification or virtual avatar display, in the friends of the highest level, the most gorgeous is the vast number of netizens to pay for their basic reasons.

Renren growth value: Through user operations (login, release, interactive, etc.) to obtain points, different points corresponding to different levels of growth. The purchase of different paid products can enjoy the integration of accelerated acquisition, which leads to a level of accelerated promotion. VIP: Direct purchase of everyone VIP members, enjoy the enhancement or expansion of the function, while the virtual logo on the embodiment. To obtain VIP time corresponding to the VIP level, VIP level to strengthen the special difference. Everyone bean VIP free, non VIP need to rely on login to obtain, for gift purchase.

Evaluation: Everyone's system is similar to QQ, but for "free users" and "paid users" designed a different growth system, one is responsible for virtual display, a responsible for value-added services, pay system and accelerate virtual display. But everyone relative to QQ and Sina, not too much emphasis on this system, because everyone's users are more concerned about the relationship between the circle of friends and the content of the side. Limits are restricted when ordinary users use a resource that exceeds the limit, such as the friend limit. For growing users, they are more concerned about the relationship itself than virtual ego gratification.

Watercress: The creation of excellent content is appreciated, small station was sponsored or use the purchase book list can be obtained by the order of Adzuki Bean. Adzuki Bean's role is also very simple, you can thank others or in the Adzuki Bean market in exchange for a variety of new website coupons. >> analysis on the depth of adzuki bean in watercress

Evaluation: As a slow company and the model of the social circle of interest, watercress on the surface can hardly see what growth system, adzuki bean in the page is also almost difficult to find traces, but this does not mean that watercress did not plan their own user growth system. On the contrary, watercress in product guidance and performance, "reflect the value of users" through the user's various interests and participation in performance, from reading to music, from the film to the community recommended to the blog ... Watercress through your attention to the interest of the place to tell you "this classmate with you like-minded", rather than tell you "This member is very advanced very cow X", this is the advanced level of the system of growth. The value of this watercress will not allow you to get points and very disgusting to operate, but want users to smile and leave, want to find something when they come back. In watercress, your interest in participating and sharing is the best growth value.

Baidu Encyclopedia/Know experience Value: Wikipedia users through the daily login, content contributions, other users of the evaluation recommendations and edit the bonus composition. Empirical value corresponds to the rank of encyclopedia title, as a virtual self satisfaction incentive; Wealth Value: Wealth value and experience value obtain the same way, but wealth value can be used for virtual payment of virtual goods, resource downloading, question reward, etc.

Evaluation: Baidu Encyclopedia and know the growth system is relatively simple, empirical value and wealth value calculation method is almost the same, simple and clear. Because the Knowledge sharing web site is almost "stranger" to deal with, so the content/answer author's virtual hierarchy is also a user evaluation of the quality of the content of a way, this virtual identity and "Friends between my most cow" self satisfaction drive slightly different, more practical significance.

is aware of the concern: the same concerns as Weibo, however, in micro-blogging, grassroots access to more fans is whether the grassroots send everyone loved or grandstanding content (not denying the value of the quality of the industry view, but the environment you understand); And gained the approval of most people. In addition, it is not clear that the number of your attention in the obvious position to stimulate you every day, know that there is no integration system, because for users, this stimulation will only motivate users to release more garbage. Invitation code: Can make the invitation code feel like a growth system in the company, I do not know what site, but this is not deliberate. The new user doesn't have an invitation code, and when you answer the question and gain recognition, you will be given more invitations based on your activity and recognition. In the Web site where you go to a purely inviting registration route, because of the content of the high value of gold, "access to high-quality answers," The motivation to stimulate the real need to request the invitation code, when the invitation code Hard-won, the invitation code students will cherish these invitation code, this design also created a healthy ecological environment.

Evaluation: and Baidu Encyclopedia is different, know the question and answer more need to have practical experience and deep understanding. Knowledge can be learned, experience in addition to their own sentiment, can only be said by the experienced. The family circle, the circle of Friends, the company Circle, your industry experience problem in addition to the boss and reliable colleagues (search engine No, Siri is not), almost no effective answer, know seemingly is your only choice?

Taobao Credit: credit is Taobao sellers (suppliers) and even the entire Taobao trading system basis. Because Taobao provides a trading platform to take the model of the store display, so the credit evaluation of the third party is the most crucial factor to determine whether the consumers pay. Taobao credit System consists of three aspects: the seller level and the number of transactions related to the seller evaluation score by the actual consumer to the seller of the indicators of the composition, the seller received the evaluation by the real purchase of the user message composition. In this set of credit system, by Taobao certification or provide to the seller of more credit security (such as 7 days return, guarantee, etc.) can help the less confident primary consumers more secure purchase. Membership level: Taobao's consumer membership level is based on the transaction, 1 Yuan = 1 points, different score corresponding to different membership levels. The higher the membership level, the more privileges you can enjoy, including shopping, services, and life. In addition, based on online shopping behavior, taobao matching design a simple medal achievement, as the embodiment of virtual self-worth, in Amoy Lakes and other communities, ranks and medals can reflect a person's shopping experience, in order to get more people's recognition. Unlike other sites, Taobao's membership level is in accordance with 0.25%/day decay, which is to motivate users to stabilize the consumption of a means. Integral: Taobao points are directly generated by the transaction, the different types of goods corresponding to the gift points. Points can be directly in the integration of shopping malls, purchase coupons, can also purchase other goods, to 100 cents = 1 yuan for discount. Points belong to a more practical small profit, for the price-sensitive Taobao users, the integration is indeed an effective means of stimulating users.

Evaluation: Unlike other UGC websites, Taobao's consumer growth system revolves around the core of "trading". Grasp the accumulation of trading experience, to reflect the level of membership, the other hand to the actual concessions, in order to reflect the integration. This growth system to retain high-quality users, increase the website adhesion and atmosphere played a positive role in promoting. In the vendor growth system, Taobao is the model of the consumer class, but even so, can not eliminate the sale of fakes, brush credit problems exist, and even these problems become consumer-to-consumer and the core disadvantage of the business-to-consumer. This is also taobao strengthen the basic motives of the day Cat Mall.

Jingdong Mall credit Rating: Due to the Business-to-consumer attribute, Beijing-East site is a good way to circumvent the third-party credit problems, by the Beijing-East in the internal evaluation of their suppliers, and Jingdong on the quality of goods (small Margo said that see the east Jingdong this kind of goods bought to sell out the model has any future, I think when Taobao can completely solve the credit problem, this word can only be weight. BoE's commodity credit evaluation is not the user's growth system, but the system of evaluating the commodity itself, which helps the clients to better recommend the quality products to the users, on the other hand, it also facilitates the consumers to make the purchase decision according to the evaluation, in this article no longer elaborate. User level: Jingdong as a consumer electric business, the user level is also directly linked to the turnover, the different turnover of different levels of level. The higher the level, the more benefit-related services you can enjoy, such as free shipping, free installation, return and special service (more ruthless discount). Integral: Jingdong points rely on commodity evaluation, drying orders, recommendations and other ways to obtain, of course, the prerequisite is the purchase of this commodity. and Taobao purchase signed to have membership level is similar, the difference is Taobao points and evaluation has nothing to do. Points can now be used to buy Jingdong coupons, but also belong to a kind of concessions.

Evaluation: Jingdong's user growth system also tightly around the "transaction", the growth system of the electric Commerce website is similar in this point, however, in the process of the evolution of various electric quotient to the community, the attention to experience and evaluation is gradually strengthened. Thank goodness, Jing Dong only goods credit and no business credit, Consumer-to-consumer mixed water is not so good trip, there is an example.

From the media to the pan-SNS, from the social graph to the interest map, from the knowledge question to the question, from Consumer-to-consumer to the consumer, we can find a problem: These relatively successful sites, the user's growth system and the site's strategic positioning is closely related. Perhaps this is nonsense, but when the integration, growth value, grade and other complex systems become standard of various websites, "for points and points" site too much. Back to the strategic question: as a carrier, "What do we want the site to get?" "and" What do our users come to the site for? "Whether these two basic questions are solved is related to how your site's user growth system should be built."

For small internet companies and entrepreneurs, the development of their own users should be planned from the outset, which is similar to "User Role Modeling" and "User scenario analysis". When your strategy is clear, the user's development trajectory and growth expectations must also be clear, although the vast majority of the venture site a plan (which publishing house can introduce "getting to" B?) ) is to be improved, but without a plan the result must have been a failure. Because we need to monitor and analyze user behavior based on data, and make changes in the direction of the user's understanding in the process of plan A. Stand at a certain height you will find that a reasonable user growth system is the support of the strategy, the promotion based on the quantitative analysis of data, the expectation and the responsibility to the investors.

Close to the point, the user is not silly. We are not Tencent, we are not Sina, we are not Taobao, our users will not be in a popular site staring at their level, not to get a few points to waste their precious time to help us complete the KPI, by sending IPDA, we can not afford to burn. There is no value of the site user level must be meaningless, valuable when the growth system will let the site, this is the right nonsense, even if not said, users come, you have to keep it!

Source: http://www.hanjunxing.com/user-growth-cycle