Building a user growth system 1: membership hierarchy

This is a sharing about "how to build a membership rating system of user growth system", which is mainly divided into specific construction steps and key issues that need attention in the process, hoping to help friends in need. Not much to say, dry goods are served directly below.

No matter what kind of growth system is built, it needs to be based on the product business form and core behavior, and it is best to complete a complete closed-loop link.

Guide users to experience services? → Stimulate users to continue to use services, form habits, and form stickiness? → Ultimately generate (continuously generate) income transformation.

●? Take a service tool product as an example, its closed-loop link may be like this:

Now that the purpose is clear and the key points have been found, how to build it specifically? Especially for a platform that has not accumulated a large amount of user data, what should be done to establish a user system at this time? In fact, it is mainly summarized as three steps: setting the growth task-establishing the membership level-setting the membership authority.

Let's disassemble them one by one.

-How to set up a task?

First, make clear the purpose and goal of establishing the membership level, and then set and plan the task according to the goal (it must be based on the goal, not just for doing it). If the promotion function is active, the key behavior of the corresponding task should be strongly related to the functional activity. If it is a direct promotion purchase, the corresponding task can be directly or indirectly linked to payment.

-Task classification

● It can be divided into novice tasks, daily tasks and other tasks (required by irregular activities), as shown below:

1) Novice tasks: register, improve personal information, bind WeChat, etc.

2) Daily tasks: check in, with active functions (such as visiting, reading, posting and commenting) to promote consumption.

3) Other tasks: Participate in questionnaires and xx activities. ...

●? Tasks can also be classified according to the actual product characteristics, taking the car networking industry as an example, as shown below:

1) Basic tasks: registration, information improvement, sign-in, etc.

2) Intelligent driving task: use automatic parking function, use 360 cruise function and so on.

3) Intelligent cockpit tasks: listening to music, FM and car navigation.

4) Other tasks: Participate in xx activities. ...

-Conditions for completing the task

According to the daily data of platform users and the ultimate goal of promotion, the task achievement conditions can be set. For example: video platform, after watching for 30 minutes continuously, you can get xx points reward; Another example: e-commerce platform, after completing the order payment, you can get xx points reward, and if there is a refund, the reward will be recovered.

Usually, most tasks should not be too difficult, so as to play a role of continuous motivation; But it can't be too simple, so as not to cost, and ultimately it can't bring practical results. Although it is such a thing, it is still difficult to design it reasonably enough in practice. Specifically, the product or operator needs to ponder and think according to the actual situation.

-Reserved expansion space

Especially for the growing or initial products, with the development of products, some functions will definitely be added, and the activity of functions needs to be improved. At this time, it is necessary to extend and expand the incentive task, but it should not be too frequent.

After the tasks are sorted, the weights can be set and assigned according to the importance of the corresponding behavior of the tasks and the difficulty of the users.

What we need to pay attention to is whether the weight between behavior and behavior is reasonable. For example, the weight of perfecting personal information behavior is 5, then the weight of daily check-in must be much lower than 5.

Generally speaking, from a psychological point of view, the greater the value, the greater the perception. Therefore, after the weight comes out, it can be expanded by n times on the basis of the weight value, which can make users feel stronger when they get incentives.

Need to limit the number of incentives according to the characteristics of the task to achieve effective incentives and avoid the risk of being bonus hunter by users.

For example, if there is no upper limit for posting or commenting on community products, users can post and comment endlessly, and eventually produce low-quality or invalid content.

●? Industry reference: you can refer to the industry or competing products and how many grades their members have. I believe that since the industry is doing well and operating well, there must be some merits, but remember to make a good evaluation with your own products, so as not to learn only the dross, and finally the membership level is completely inconsistent with your own products.

●? Evaluate your own products: if the platform is in the growth stage, it is recommended not to have too many grades (grades 5-7 are almost the same); If the platform has rich incentive tasks and is supported by certain historical data, it can be graded slightly according to the data (8-9 is also acceptable).

Attached are several screenshots of platform membership levels for your simple reference:

Here is a practical example to share with you how to calculate and establish the growth value interval of each level.

●? Set the number of days required for the fastest upgrade: assuming the membership level is 7 and the user is set to 0 to LV7, the fastest time required for the upgrade is 1 day, 7 days, 1 month, 3 months, 5 months, 1 year and 2 years respectively, that is, it takes 2 years for a new user to upgrade to LV7 and become a member of Black Diamond.

●? Estimate behavior participation: according to the characteristics and difficulty of the task, estimate (or combine with historical data) the frequency (or participation) of users participating in completing various tasks in the above seven time periods.

●? Calculate the growth value interval: according to the growth value and participation of each task, calculate the growth value needed to reach LV 1~LV7 levels, and then get the growth value interval.

Be sure to set the validity period of the membership level to prevent users from being inactive after achieving certain results and still enjoying high-level rights and interests. The validity period of ordinary membership level is 1 year. After expiration, match the new grade according to the score of the past year (which can be set according to the actual situation of the platform). The following is a platform membership cycle for reference only:

1) Membership validity: valid for one year after upgrading. After the grade expires, the user membership grade will be readjusted according to the growth value of the past year;

2) Member demotion: after the membership level expires, if it does not meet the upgrade conditions, it will be demoted to other membership levels in turn, and the validity period of the membership level will be updated according to the demotion date.

●? Design principle: follow four principles: rights and interests have practical value, rights and interests at all levels are differentiated, rights and interests are used to promote consumption/activities and form a closed loop, and rights and interests costs are controllable.

●? Sort out the existing rights and interests: You can use open-loop or closed-loop rights and interests, preferably closed-loop rights and interests, which can promote users to be more active on the platform or generate transformation.

●? Corresponding rights and interests to all levels: low-level members also need to have certain attractive rights and interests, so as to encourage new users to participate in the incentive system to upgrade their membership levels; It is best to have one or two higher-level rights as exclusive rights to show dignity.

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PS: Remind everyone once again that any product and operation strategy will definitely have iterations. Therefore, after the membership rating system of V 1.0 is put into use, it can be iteratively optimized by combining the actual data (user feedback), strategic objectives or product functions after landing. However, it should be noted that every iteration should not subvert the previous big rules, and it is best to make users feel that they can get more benefits or get benefits faster after iteration, so as to better promote the benign growth of users. So the design rules of the first edition are very important!

PPS: This is my first time to share. If there is anything wrong, I hope my colleagues and friends will correct me. I hope we can grow better together in an atmosphere of mutual assistance.