Recently, I participated in the community operation of the small partners. Yesterday, I had new thinking on user incentives, so I wanted to systematically study the user incentive company email list system. Liang Ning once said that people become addicted because they depend on certain satisfaction. In fact, the design of the addiction mechanism is the design of the user incentive mechanism.
To motivate the user, you need to consider how to continuously motivate him alternately with extrinsic and intrinsic motivation. Design your incentive system, set a series of user motivation points to give the user a sense of achievement, define his acquisition ability, and lower the threshold. The simplest example of "Honor of Kings" is the feeling of jumping the tower and killing every time, every time you get the MVP, every time you get the super god, what does it feel like to finally get five kills? That's a full sense of achievement.
"Honor of Kings" because a large number of female users entered, watched, and stimulated, the squeeze between male users was stronger, and the user's intrinsic motivation became stronger.
1. What is the user incentive system?
Incentive is a management company email list concept. Organizations stimulate, guide, maintain and regulate the behavior of organizational members by designing appropriate external reward forms and working environments, with certain behavioral norms and punitive measures, and with the help of information communication. The process of achieving the goals of an organization and its individuals.
The user incentive system of the product is that when the product itself does not meet the demand enough to increase the number of users, it needs to be stimulated by "external factors". One of the "external factors" means is the "user incentive system".
The incentive system is designed, on the one hand, to increase user activity, increase retention, improve user stickiness, loyalty and brand awareness, and on the other hand, to measure the growth process and value of each user in the product, which is convenient for group operation .
2. Why design a user incentive system?
The incentive system is designed, on the one hand, to increase user activity, increase retention, and stick to users, and on the other hand, to measure the growth process and value of each user in the product, so as to facilitate group operations. Of course, there is also a major premise that companies are willing to pay lower costs to motivate users.
User incentives are the most obvious application of gamification thinking in products. Games are the top community. All community products other than games, or products that require user activity, need to take user incentives as a very company email list important product. mechanism. If you design a product without incentives, the product is incomplete. A good game that makes people addicted, has clear goals, clear rules, timely feedback system, and users have the freedom to participate voluntarily. These are the basic characteristics of a good user incentive system.
In other words, the essence of the user incentive system is to convey the will of the product by setting clear and perceptible goals, attractive rewards, and guiding users to do what they are expected to do.
When a product develops to a stage where it needs to guide users, educate new users, or promote user activity, building a user incentive system is a means to consider.
3. How to design a user incentive system?
In short, there are 5 points in total:
Have a goal - define the incentive system to achieve what effect? What behavior does the user inspire? What value does it bring to the business?
There are rules - define the steps to be done to get motivated.
With feedback - define the benefits that users can get when tasks are completed according to the rules.
Voluntary Participation - Define the guidance strategy, the incentive system should be combined with the product function itself, and cannot go against the user's wishes.
Balancing input and output - defining input costs and incentives