Website invitation mechanism and operation mode record experience

"Invitation" is a double-edged sword that needs to do the right thing at the right time. From the point of view of my current project implementation, the "invitation" that had been given great expectations has so far not had a very good effect. Instead, it feels to some extent gives the user a very bad impression. First of all, this is a brand-new platform, the user does not have any website cognition situation, want to arouse the user's attention and occupy certain position in the heart is more difficult. Second, because the platform just on line, such as the bug is inevitable, many users login site will be whispered, this can not blame others picky, make an imperfect thing to use it really uncomfortable ah. So, "invite" This thing is a good thing, but to use at the appropriate time, otherwise the hair of the invitation, and spam has no difference. I believe that more than our project encountered this problem, at present many sites may have such problems, but also began to doubt the real role of "invitation". But the "invitation" itself in fact do not have to doubt, http://www.aliyun.com/zixun/aggregation/9036.html "> Invitation mechanism is really a practice test of a very good way to promote, see how we use, the use of good results, Use is not good.

How can the "invitation" function be played to the extreme? Before discussing this point, Jin Hao thought still need to be traced to: how is the invitation mechanism developed? Why does the invitation make everyone happy? To solve these two problems, I think the following topic may be better understood. As far as I know, the earliest invitation mechanism comes from some technical forum, the aim is to gather some professional staff to discuss some problems, reduce the unauthorized and so on, and then develop to some audio-video sharing forum, set up a variety of circles, the purpose is to reduce the unauthorized people, to ensure the purity of the circle; then the rise of the Forum Make the invitation mechanism again in the ' Great development ', at this time, there are two main reasons for the invitation mechanism, one is the profit-driven (* * Forum is to pay), and the second is to dissidents (prevent ZF personnel from entering, resulting in the ban); probably by the beginning of this century, many new Web sites new features new modules of the trial, Start using the beta or small range of public testing, inviting the mechanism once again prevail. This time the event represents Google's Gmail. Think at the outset, in order to get a Gmail, really everywhere kneeling begging ah, and hope to get a few breaths back; Invitation "Development to now, everywhere can see, generally as long as the website of WEB2.0, all without this function, especially the development of SNS community," invite "become an integral part of SNS.

Why does the invitation make everyone happy? Kam-ho that this is the weakness of human nature, is a psychological play on the user. Here embodied in two aspects, one is "scarcity", as everyone knows, only invited to get, is not Hard-won, if you add this thing we all think it is good, it is all the want, all the treasure and very happy to show off. This not only satisfies the inner thirst, but also satisfies the vanity. The second is "interest" driven, inviting to the Inviter's advantage (such as sending virtual goods, various prizes), to encourage users to continue to invite new users to join, so that their continued access to income, so this is an "interest" of the invitation to drive the chain, in the interests of the temptation, people will tirelessly to invite, the greater the benefits of this driving force will be greater.

The theme of this issue is: invitation mechanism and mode. The following is my personal record and experience:

A why is there an invitation mechanism?

Invitation mechanism with Gmail in April 1 This special moment of product promotion and into the Internet market, since then any novel Internet products can not be separated from the invitation!

What is the purpose of the invitation:

1 A small range of new products to test, access to user experience and product bug report, with a view to a large product listing before the opportunity to get a rest.

2 products will be extended out, through the use of seed users evaluation, Word-of-mouth, virus-type promotion.

3 scarcity increases product value, people are born possessive, and this is particularly strong for scarce resources.

4 Direct benefits by inviting the way to gather popularity directly benefit. If the wine of a winery in Guangzhou recently invited the boss for a free party experience, and rely on subsequent marketing means to gain benefits. That's the way it is!

Key points: Manufacturing scarcity to promote value, find the right seed users. The value of an invitation code should be determined by the product, and the relevance of the seed user to the product's market-oriented audience is more important. These two points are the premise of determining whether an invitation is successful or not.

User Task scenario: After receiving the invitation through the use of the product, found that a person is difficult to mix, so invite friends to enter together. To enable the user to perform this task, Dingxin put forward an interest value chain view. That is, the invitation mechanism has the effect of the prerequisite is that the product must be given to the inviter or the invited party some benefits. (Whether the interest is real money or influence or help people to expand influence, etc.)

Although the Gmail case looks at its invitation to success there are various factors. But its priority to select the seed users, the product has the charm of quality (tracking mail, large capacity space, strong information architecture and interactive design) is indeed the most important.

Where is the key factor in the B invitation model?

The key factors of the invitation mode are divergent, which is the value of the product's core competence, the brand reputation of the operating organization, and the user base.

I think that by giving the inviter and the invited person a practical interest, it is the only indicator that determines whether an invitation is feasible. As the Thousand Birds said: "The secret of the invitation is to make a scarcity of precision", more than to provide users with great psychological satisfaction, glory and madness. "This is the most critical factor, no doubt. is by the user dissemination, the Hunger type marketing and the news point manufacture is the invitation pattern value. So what is the most important thing about products, channels, ways, and invitations in the application process? The answer is user-centric products, and whether the product is successful should be determined by the quality of the product. We can through the Carnot model product quality analysis, ask oneself product several questions: does the product satisfy the basic demand? Is it infinitely large in critical demand? Do you meet the user's potential needs? If the answers to these questions are "yes", the product application invitation mechanism will surely succeed.