Yesterday, my article "Private experience: Three simple ways to make a partnership program work" was published by SiliconRus.com, a major Russian journal of technologies and entrepreneurship.
The paper tells about ways to stimulate users to take part in partnership programs, examples provided.
English version: academia.edu: Private experience Three_simple_ways_to_make_a_partnership_program_work
INTERFACE TRICKS. HOW TO ATTRACT USERS
It’s a curious fact, but an attempt to motivate users often leads to a very paradoxical consequences.
In our project i2istudy the “game currency-minutes” can be earned in two ways by acting as a “teacher” and by inviting friends. Wanting to earn extra money, we have added a third way by directly purchasing “minutes” for real money. The result is surprising, although if you think about it, it’s easy to explain.
The figure shows a typical online application diagram. There are three pathways for the user to choose from, “A”, “B” and “C” (invite friends to earn minutes to learn, spend minutes by learning and teach to earn minutes). Plus we have added a case “D” – to just buy minutes for real. The result was not long coming. People did not buy anything, instead they have become more active to invite friends to participate in our edutainment as “teachers”. More specifically, virality growth increased 1.5 times and there became 8% more teachers than students.
As a result, the "F-growth" factor, which totally reflects these parameters, increased.
This situation resembles one study about the visitors of the bar, who drank significantly more beer when offered free spicy chips. You can draw your own conclusions. In my opinion the behavior of people is obvious, and thus predictable.
The idea of a double bonus
In fact, we certainly not invented it, but the idea of a double bonus works perfectly, encouraging people to cooperate.
Great motivator for virality.
Invite a friend, get a bonus, not only for yourself. Both participants get a bonus.
DISHERO is a nice project, and you are welcome to enjoy it. This is an iOS/Android mobile application for guests of restaurants, so far in San Francisco only. A great team, a beautiful interface based on professional photos of the dishes on the menus. Just install it and have a look.
My role is minimal: I am consulting the team about making a viral application and motivating and stimulating users to share it with their friends. This task is not that simple, childish gamification will not be sufficient here. However, when first gamification methods are implemented, I will write about it immediately. Before they are published, I am not entitled to disclose them.
MOTIVATION TO STUDY A SERVICE
An interesting idea borrowed from the Internet universe. Read a brief instruction, answer a couple of questions, and receive a bonus. In my opinion, it is excellent. Users join the game and simultaneously become motivated to gain better understanding of it. We have loyal and well-informed users. In my opinion, this idea is so great that can be applied almost everywhere.
More gamification techniques
Our application, called Numbuster, became very popular in the CIS countries. Rating other people attracts attention. You can click "Like" or "Dislike" for each of your interlocutors, and then see the contact list.
During each incoming call the subscriber ratings are visible.
Would you be interested in evaluating your friends after every call, after each sms? Of course you get a push notification or an email notification.
Try to ignore it and not pay attention to your ratings.
Ilya Osipov - Entrepreneur, expert on freemium products, author of articles about virality, retention and gamification.