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It is imperative to promote your brand. When others have a precise understanding of your product, you must consider the loyalty of fans to your brand. So how to strengthen user stickiness and enhance brand promotion effect, user motivation is the only way to improve user stickiness. How to enhance user stickiness through user incentives?
The establishment of a product incentive system has two purposes: the first is the superficial goal of motivating user behaviour, and the second is its fundamental goal, which is to maintain the excellent form of the product; so the first step to solve is to define the product What role do users need to support healthy development?
This step is the process of categorizing portraits of product users. It needs to be clear that in a healthy product ecosystem, several types of users are required. What roles do they play, and what value do they bring to the product? Having identified different user roles, you can be targeted when building a user incentive system.
We drew a user portrait through the first step. Next, we need to analyze the user’s behaviours that are valuable to the product and should be motivated based on the core value of the product, which user behaviours are harmful to the product and should be stopped or Punishable.
For example, on Facebook, login, interactive behaviour, and attention to relationships are all user behaviours that should be motivated in a healthy community environment based on the core value of the Facebook product. In contrast, rumours, slander, and attacks on others. If it harms the product, then this kind of user behaviour is not only discouraged but also some punishment measures. Only clear rewards and penalties can prevent bad money from deporting good money.
When constructing specific incentive methods, we can design concerning human nature: which are to help users show off to satisfy their vanity? Which are to help users reduce the cost of use to meet their lazy features? In this step, You will find many available means. Let’s categorize the three most common product incentives:
The first two are very easy to understand, and many products are also very mature in this aspect of design, including points, levels, medals, certifications, and so on. For example, there are prize activities, member points redemption, free trials, etc. are all material, for users to come Point-to-point discounts, this is a user (customer) incentive method that continues from the traditional industry to this day. It is the third one. The product function level is satisfied. Fewer product operation staff will be aware of this level of means.
For example, if the post-bar requires a level of 7 or higher, you can use multiple post-bar one-click sign-in functions. This part is to stimulate users to produce the behaviour we want through the hierarchical experience in product design (to keep users alive and UGC Content contribution).
The conclusion of this conclusion is wholly derived from the analysis of the previous three steps, combining the user’s desire and the product’s desire, and then matching the product’s giving, and then selecting the appropriate composition based on the proportion of the user behaviour model required for a healthy product form. Incentive methods, different incentive methods will achieve different results.
If you are interested, you can study the QQ’s incentive system. It is a complete combination of boxing, which has a wide range of incentive applications (such as different privileges for multiple accounts and various types of drills), and various incentive methods (such as membership level acceleration). The combination of multi-faceted incentives at the functional level of psycho-physical products (top ranking, increased download bandwidth, free financial management, etc.), etc., primarily as an acquaintance social product, QQ’s implementation of hierarchical product function incentives can be described as extreme: Level upgrades are linked to custom avatars, magical expressions, increasing friends’ limits, grouping restrictions, etc., superimposing product function ratings on the product needs just needed while motivating users while commercializing.
In addition to the incentive methods mentioned above, many hidden incentives are not perceived by users and require multiple departments such as product, operations, marketing, and commerce, to cooperate and realize.
In the final analysis, user motivation is not a departmental matter, not just the work of a product, not only the work of operation, but the entire team’s positioning, development, optimization, correction, and return in the whole product ecology. In each version optimization, function design, and event planning, we can always remember the original intention and clarify what the user needs to be solved by the product. Before building a positive user incentive system, we might as well think about what role should users play in a healthy product form? Get a free trial now.