Speaking of the most popular operating words starting from the middle of last year, it must be private domain traffic.
And why is the private domain traffic hot? What is the underlying logic of its growth? Why does the concept of private domain traffic become popular? One accepted reason is that it is too difficult to get customers. When it comes to customer acquisition, three factors are mainly considered: product, traffic, and conversion rate. These three factors determine whether a business model can be established, and studying the relationship between these three elements can sort out the underlying logic and basic process of private domain traffic growth.
One, traffic accumulation: fission and community building traffic pool
insights The demand solves the problem from scratch. The construction of a private domain traffic pool must solve the problem of no one to many people. In the specific construction process, two tools are needed: fission and community.
- Fission
Fission is the preferred method most of the time. The choice of fission form is often decided based on the effect, rather than immediately copying when someone else makes a new gameplay.
The first step in choosing a fission form is to see whether your users can accept this form. If this form is low cost and does not require extra time to learn, you can consider using it.
The second step is to see the way you accumulate users, or the way you leave user clues. For example, if you need a mobile phone number, you can consider the form of paid fission. If you don’t need a mobile phone number to add friends, you can choose the fission method of your personal account .
After the first two steps, you can basically determine which form of fission to choose. Of course, if your activities are more complex and require the support of a systematic fission system, it is another matter.
When it comes to fission forms, there are several commonly used ones: referral, assistance, group joining, and distribution. You can choose to use them according to the above two steps. The specifics will not be introduced in this article. - Community
Community is the second effective tool for building private desire traffic pools, with the purpose of activating and retaining the traffic attracted through fission.
Regarding community operations, here are only three points that I think are more important.
(1) Tell the community
what the community does. This is the first thing to make clear to the user, otherwise he will be very confused after joining the group, and will leave the group soon, which is easy to cause loss.
Therefore, when traffic enters the community, it is necessary to update the group announcement or someone at Ait in time to tell them the purpose and function of the group, such as sharing cases every day, organizing topic discussions, providing free courses, and so on.
(2) Formulating community rules
The activity of a community requires rules to ensure that the so-called rules include two aspects: group rules and levels.
Group rules are what a group must do, what cannot be done, what needs to be done or cannot be done, requires a certain degree of punishment, such as sending advertisements to remove the group.
Level is based on the performance of each user in the group. It is often expressed in the form of points. The higher the points, the more active and the more rewards you can get. The lower the points, there is no reward. Will even be eliminated from the group.
Through the community rules, you can discover or train opinion leaders in the community, which will greatly help future traffic operations.
Of course, the purpose and rules of the community can ensure that the community has a good activity and retention rate, but the premise of all this is that it can be strictly enforced. If it is not done, any purpose and rules will be meaningless.
(3) Make good use of the group effect. The
so-called group effect mainly includes five aspects:
facilitating effect: the group has the effect of promoting and improving the efficiency of the members;
the weakening effect: the group can bring positive effects on the behavior of individuals, but also Will bring about negative effects;
Convergence effect: Individuals tend to have the same opinions, viewpoints and behavioral tendencies by shortening the gap under the effect of group norms;
Herd effect: under the pressure of the group, individuals change their views and maintain consistency with other members of the group in opinions and behaviors;
degeneration effect: the results of an individual’s work in a group are not as good as when working alone This tendency.
Based on these five effects, users can be effectively activated or even converted. For example, use the convergence effect to share and forward screenshots in the group to attract others to forward; use the herd effect to publish the distribution results in the group, thereby influencing other users to participate in distribution.
2. Experience class wins trust.
After the value service link, usually directly try to convert to the product that creates revenue, but the conversion rate is generally low and the efficiency is not high. According to our experience, it is relatively reasonable to have such a conversion path: value service-"experience class"-core product. In the experiential class, if the diagnosis is to tell the user "I know your disease and I have medicine", the experiential class is to let the user "taste the taste of the medicine" and then make the next decision based on the "feel".
Regarding the form of experience courses, there are three main categories:
Trial courses: Many online 1-to-1 institutions offer "registration to receive several hundred yuan courses for free". The purpose is to impress users through classroom experience.
Open classes: The types of products that use teachers' professionalism and classroom experience to influence user decision-making. There are live classes and recorded classes. Online double-teaching and large-class institutions often use such methods.
Introductory class: a new form of experience class, using the community + training camp model, the content is mostly intercepted from part of the formal course, which is also called the introductory class, a typical case is the baby playing English.
In fact, diagnosis and experience courses can be used directly as conversion methods, but the operation is more focused. If the product is connected with a lower customer unit price, it is okay, and a higher customer unit price is more troublesome. However, if experience courses, diagnostic courses and value service methods are combined into a unified conversion product, the operating cost is relatively low. If done well, it is easy to attract a large number of users at a time, which is obviously more efficient than a single conversion method.
to sum up
Private domain traffic pool savings use two tools: fission and community. The former pays attention to the choice of form, while the latter pays attention to the purpose of the community, the rules of the community, and the group effect. There are two methods of value service: live broadcast and training camp. Live broadcast requires detailed control and improvement. Training camp can design products based on addiction models to improve retention. Experience conversion methods include diagnosis and experience classes. Diagnosis is divided into unified testing and individual diagnosis. Experience classes include trial classes, open classes, and introductory classes. The combination of the two with value service methods can significantly increase the conversion rate.
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