Even with the large traffic pool of WeChat, the data of WeChat reading did not show quite good data. Based on this phenomenon, this paper analyzes its growth strategies that have been available in the past and in the future.
Editor’s note: This article is from “Everyone is a product manager” , authora spoonful of mustard.
WeChat reading entered the online reading market for nearly four years. According to the data of 2019, the monthly peak reached 1000w, and the daily stability was around 800w. This data is not wonderful. After all, the growth of WeChat reading in recent years is not obvious. Compared with other applications in the online reading industry, it is only the top ten.
The story of WeChat reading and the user’s use path are not complicated. Personally, as a moderate user of WeChat reading, from the perspective of product manager, what growth strategies have it used, and what are the subsequent growths worth trying? point.
WeChat Reading Month
Growth Strategy Overview:
Growth Strategy Point
First, get a guest
1. Social
Slogan from WeChat reading – making reading no longer alone, has clearly revealed its goal of creating a reading community. Backed by WeChat’s powerful user base, the social approach is undoubtedly the easiest to think of.Form, and WeChat reading also relies on this to produce a variety of games.
1.1 Friends Recommend Sharing
“Gift one get one” and “Invite new friends to get unlimited cards” is a classic friend recommendation strategy. Both the sharer and the sharer have benefits, so the user is willing to actively forward. The main promotion for pulling new is:
1) Rule restrictions. The de-duplication rule for the time + user dimension is increased by the new ratio.
2) A good feeling. Friends recommend/gift can increase the popularity of new users and increase the chances of new users getting started.
1.2 Friends Team
Puzzle mode, five people team, after the success, you can get unlimited cards. Laxin also has two elements:
1) Rule restrictions. The size of the reward is tied to the newcomers in the team, increasing the chance of a new one.
2) Social virus transmission. Observing the frequency of the formation of the circle of friends after the launch of this feature in 2018 is extremely high.
Friends team up
1.3 Reading Team
The reading squad can be seen as an upgraded version of the buddy team. While pulling the new one, the greater use is to increase user activity and storage value, so this is placed in the second section of the reading squad.
2. Other products leverage
The products that are cooperating here are mainly the public number of WeChat. The public article can be opened on WeChat, which is a playful combination. My consideration is:
1) Increase the number of WeChat reading users and enhance the experience. WeChat reading is compatible with the article of the public number dimension. The public number article can use WeChat to read the functions of listening, scribing, commenting, etc. Double kill allows the user experience to add.
2) Complete the product integration plan for WeChat’s higher dimensions. The public article is also a form of online reading, and we can think that WeChat integrates products in a higher level. At the same time, it made ample preparation for the appearance of the WeChat Reading 4.0 story module.
Summary
Advantages: WeChat reading fully utilizes social advantages for user acquisition, and at the same time, we use the powerful WeChat itself to get through with the reading function of the public article.
Recommendation: Before writing an article, the author himself does not know that the public number article has this operation, and can appropriately improve user perception.
Second, conversion and retention
1. Path simplification, easy to operate
Users can directly log in to WeChat, which is called one-button operation. It is really not necessary to log in, and it will not affect the user’s fluency without over-representation unless the user wants to comment, purchase, etc. Regardless of whether you log in or not, the home page is found in search and bibliographic cards, which can be read at a glance and is easy to operate.
Recommendation: For new users, you can add learning flow. After the user enters, select the area of interest and choose your own reading habits to better guide and understand the user.
2. User Achievement Recognition
2.1 Book Currency
The reading market is proportional to the book currency. Reading half an hour = 1 book currency, the book currency can be used to purchase books, which will promote the positive use of users. Replenish the value of the book by reading it yourselfFor the user, it is like saving, and the sense of accomplishment is self-evident.
Suggestions: The current redemption rules are too simple and quantifiable, and combined with the book currency can have more gameplay to promote user use.
1) Build a user growth system. User grades (such as bronze, silver, gold, etc.) can be divided by the number of books, allowing users to more intuitively perceive the value of the book currency and see the growth of their reading accumulation.
2) User level benefits. After different levels, you can layer different interests, such as discounts on books, friends to exchange books, and books to other brothers’ software, so that the books can be fully utilized. From my current usage, I rely more on sharing unlimited cards, and the use of books is less frequent. Of course, this is also related to the current stage of the application.
2.2 Reading Statistics
Weekly dimension statistics user reading data, allowing users to visually see their reading time, reading the number of words, quantitative sense of accomplishment to enhance the user’s perception, while not giving the user a sense of pressure.
2.3 Reading percentage reminders
Users read a certain percentage, such as 30%, 70%, etc. There will be reminders to give users recognition, and at the same time have psychological comfort to cheer up, reducing the proportion of users abandoned in the middle.
3. Activities/Games
3.1 Unlimited card sharing
The homepage “Discovery” can be found several times after the slide, the design of the traffic IP+ book cover, and the unlimited card after sharing. In addition to allowing users to access unlimited cards with user retention, personal analysis:
1) Currently recommending books for traffic IP to drive users to read, reducing user selection fees.
2) Subsequent recommendations to launch the form of the booklet and drive more ordinary users to participate. The book list can be better integrated and more structured, which is conducive to expanding the operating space of subsequent products. Book – book list – reading plan is a good development path.
3.2 Turn over
Interactive games that are also found, users can participate in random access to books, and more can be obtained after sharing, including unlimited cards. The more people you share, the more rewards you get. Similar to the infinite card shared by 3.1, the two cultivate users to find the habit of finding out when they need rewards. Guide users to use more exploration, more discovery and more sharing.
4. Stored value
4.1 Lines, comments, likes
User interactions (dashing, writing ideas) with the book during the reading process, and interactions with other users (likes, comments), will become value stored in the app.
Suggestions:
WeChat reading is relatively weak social and heavy community in the reading process. The comments and praises usually received are from people who read the same book, and the more contradictory is that the comments will be visible to friends.
This will, to a large extent, actually make users hesitate to comment. The goal of WeChat is to make reading not alone, but this positioning should be more targeted at like-minded people, that is, people with similar reading interests, and the relationship between friends alone is largely out of this condition.
People think that users should have the right to choose whether they are visible to their friends when they comment. I want to be invisible to friends, but also to the people who are reading this book.
4.2 Leaderboard
The leaderboard is a common strategy and is not used for the first time in WeChat products. The leaderboard itself has an incentive effect on the user’s psychology, but it is better to combine the leaderboard with the actual interests of the user to give the user greater reading motivation.
4.3 Reading Team
The reading squad is a long-term solution for users to keep. 2018.11 WeChat reading has introduced a strategy of stratification of book currency, and the acquisition of book currency has been transformed from simple proportional to ladder. In short, as the length of reading becomes longer, the difficulty of acquiring a book currency increases. The user feedback obtained at the time was poor, and WeChat reading canceled this change in subsequent versions.
The current reading team is quoting the strategy of obtaining the book currency at the time, and further upgrades, combining the book currency, the infinite card, and the mystery draw, making the reward more diversified and increasing the user’s freshness. Under ideal conditions, after team formation, the players have common interests and will encourage each other to form an internal drive.
5. Personalized recommendations
Now personalized recommendation is no longer a new feature, and the data is continuously optimized, and the recommended content will become more and more in line with the user’s interest. The cost of reading a single book is relatively high. At the same time as recommending, you can guide users to express their areas of interest and join the recommendation algorithm.
6. Privacy Boundary
WeChat reading gives users ample privacy choices, such as whether the bookshelf is displayed or not, whether friends need to agree or not, whether to participate in the leaderboard, etc. The control is in the user.
Summary
There is still a lot of room for the conversion and retention of WeChat reading. The existing incentives and value storage can lead to more gameplay. The above has been elaborated in detail, and the three important points that are summarized are:
1) Growth level. The rules of the book currency can be more abundant, for example, into the growth level, different levels correspond to different interests, and enhance user perception.
2) Structured recommendations. From the dimension of the book to the dimension of the book list, and then to the reading plan, reducing the cost of user thinking, long-term operation.