Design principles for user growth strategies

1. Driving force is the core of growth strategy

Driving user communication, or triggering user communication, requires a driving force. Without a driving force, no matter how well the growth strategy is designed, it will fail.

So where does the driving force for communication come from? In the final analysis, it all comes from user needs. Please refer to the previous articleCommunication itself is a need.

The three laws of communication power: expressing oneself, collaborative relationships, and interest relationships, are actually all about the driving force of communication.

The driving force of communication comes from user needs. Therefore, if you find or create points that users need to spread, the driving force will naturally appear.

2. Based on target users

A good growth strategy is not the one with good spreadability, but the one that can best trigger spread to your target user group is a better growth strategy.

This is a common mistake made by novices in growth.

Design a growth strategy based on target users, rather than forcing a growth strategy that has grown rapidly on other products.

Otherwise, not only will the final retention be poor, but it will also be a huge waste of operating costs.

3. Simple Rules

Growth rules must be kept simple. Only by being extremely simple can we minimize the user's cognitive cost, make it easy for people to understand at a glance, and minimize communication barriers.

Cumbersome rules will only confuse users and reduce the frequency of communication. They will also confuse the target users and reduce the conversion rate.

The lowest user cognitive cost is important for both communication and conversion.

4. The Simplest Conversion Path

Simple. Simple. Simple.

When it comes to conversion paths, tediousness is bound to fail. Even if the communication effect is good, not many will be converted in the end.

The lowest user behavior cost is extremely important for conversion.

5. Based on user dependence

Increased users must be retained.

Growth without retaining users is just a waste of operating costs.