Thinking about the design of user growth system

Dangdang two days ago sent a title "Diamond Card membership is about to expire" mail, the content of the message is roughly as follows:

Your diamond Card membership expires on December 31, 2010. Up to the date of the letter, you in the membership period of the qualifying shopping amount of 1270.60 yuan, the expiration date of 2617.40 Yuan, your diamond card identity will be postponed for one year.

Deleted the message, such information for me is not much value. Remember the year before the same situation, then also raided the purchase of some things, the continuation of the Diamond card membership, was when the diamond card can be "some of the goods in the price on the basis of a discount of up to 95 percent discount" publicity. The reason for this is that Dangdang's so-called diamond cards are worthless for the following reasons:

1, diamond Card to enjoy the preferential products are actually very limited, the discount is also very limited, personal feeling a total discount of more than 10 yuan of money. Only now understand when the "part of the goods", "up to 95 percent on the fold" is how appropriate, how meticulous.

2, the so-called diamond card in addition to "some goods" can enjoy discounts, there is no other use, that is: Diamond card = Discount Card, but as mentioned in 1, so the discount is very limited, and the offline shops are "holding XX card full 98 percent discount discount" more attractive.

3, the possession of Diamond card has no honor, privileges can enjoy. Not because you hold a diamond card will be in the speed of delivery and so enjoy higher privileges, in the sense of nobility is not reflected.

When the user level is roughly divided into two levels: ordinary members, VIP members. VIP members are divided into: Gold Members, diamond card members. The only access to diamond cards seems to be through shopping. The points of access to the channel is basically shopping, confirm receipt, use online payment, grade gift points and other ways earn points. And the points are similar to the diamond card, not much value. For now a bunch of SNS community emphasis on user interaction behavior, when not given what rewards, even if you are enthusiastic to participate in writing book reviews and other activities, when it will not agree with your dedication and value.

Imagine, holding a diamond card will only be dozens of yuan a year than ordinary members, at the same time, no reliance on vanity, who will continue to this identity?

Overall, when the user hierarchy and integration System can not mobilize the enthusiasm of users, especially in the face of the choice of many competitors.

In real life, people have both natural attributes (as human beings) and social attributes (as people in society). As a natural person will have from the infant-> Juvenile-> Youth-> middle-aged-> old age of the growth process (or can refer to a more elegant point: The ancient Chinese Age title Daquan), and as a community of people have a series of honors, medals, title, title, rank, credit, Education and so on to measure the social status and social value of users.

Similar to this, the user in a website also has a growth process, in order to measure the user's growth process and its value, basically all the sites have developed a series of indicators system to measure, we call the user growth system. Generally speaking, most of the Web site in addition to the user account system, the user's growth system is divided into several programs: User hierarchy, Integration System, credit system, virtual currency system, etc.

User hierarchy: User level is the inevitable result of segmenting and layering users, and also the direct measure of users ' rights. The typical example of user level is the QQ member hierarchy system, DISCUZ membership hierarchy.

Integration System: The integral system here is not just the usual points, but also include such as medals (such as Foursquare), experience, charm, and other variants of the title. Integral system is a powerful complement of user hierarchy system.

Credit system: The credit system is used to measure the credit degree of users and merchants, which is very valuable to e-commerce, online payment and financial credit in the absence of social credit in China nowadays. Typical example Taobao credit system, banking system credit system

Virtual currency system: Virtual currency is the site of a variety of transaction behavior of the currency measurement, generally with the currency direct exchange relationship, in particular, Q-coin successfully precipitated a large number of funds to make the Web site comrades will be the virtual currency as a necessary killer tool.

Most of the Web site is also aware of the user's growth of the relevant system to improve user loyalty, improve the user's stickiness value, so the major sites have a corresponding hierarchy, integration System, virtual currency system, but the specific scrutiny of most of the relevant system of the site will find that there are larger problems, The growth system did not achieve theoretical results, but caused the user's doubts, and even disgust.

Some fragmentation thinking:

1, the basic goal of user growth system

Learn the web Analytics Daniel Avinash Kaushik like to play the test: So what?

What is the goal of building a user growth system?

The ability to differentiate between users of different values, so that different users can enjoy different privileges, such as download rights, different discounts

So what?

Users must continue to devote money and energy to the site to maintain the privileges he or she has, thereby increasing the user's active degree

So what?

The user to our website is more sticky, under the same choice, he/she is more willing to choose to invest the energy and money of the website, also willing to through Word-of-mouth marketing to his/her friends recommend our website

So what?

Our customer loyalty is higher, maintenance cost is lower, marketing cost is lower

2, the measurement of user value is not simply the transaction behavior itself, the user growth system is the map of the Web site culture

As an E-commerce site, the customer transaction amount as the core measurement of user value is understandable, but the user value is not simply the transaction itself, but also should include the content of user interaction contributions, such as recommendations, voting, reviews, collections, suggestions and so on, these content should also be included in the incentive system, Let the user feel the value of their own to create a sense of achievement, identity, so as to be able to form a good interaction with the user, and eventually formed a community culture, it is these things let cold cold website full of popularity. An E-commerce web site that simply emphasizes the transaction itself without building a community culture, it is difficult to sustain the operation of the site, especially in the face of cheaper future competition.

The growth system is actually the whole website culture value standard quantification, is the user makes the contribution the vane. Unreasonable growth system will only dampen the enthusiasm of users, fundamentally shake the cornerstone of the construction of Web site culture. Each site has its own unique values, so in the absence of a clear before, rather than rush to copy the rules of the system, it is better to start from the culture of creating the site.

It is these community cultures that make those grassroots web site many of the duties of the moderators are not paid but enjoy.

3, the user growth system is also a brand strategy, it needs to brand-building attitude to positioning, planning, construction, operation

User growth system to the user's value as a measure of the user's partition and layering, with this, for different levels of users of their marketing strategies and maintenance strategies are not the same, for example, some low-end users may value discounts such as the benefits, but for high-end users, in the case of limited discounts, More attention to the difference in service itself, personalized, noble type. For example, faster delivery speed, priority trial site new features, more privileges and personalized services, and so on. In this process, we must use the website brand image as the core criteria to ensure the consistency of various strategies, including positioning, planning, construction, operation and so on.

About the user growth system of other concrete construction ideas, in E-commerce user account system thinking, have time to continue.

Source: http://www.yeeach.com