Strategies to Improve Community User Conversion Rate

In the early stages of community development, a significant amount of time and resources were invested in expanding the user base. However, even though many users were attracted to join the community, the number of people actually using the products did not significantly increase. This situation is akin to drawing water with a basket; even though the faucet is turned on wide, most of the water still leaks out due to the large gaps in the basket. So, how can we narrow these gaps and retain more users as much as possible?

To solve this problem, it is first necessary to clarify the fundamental reasons that make it difficult for users to convert:

Main Reasons for User Conversion Difficulties

1. Disconnection between social accounts and blockchain addresses

Currently, most community members lack a correspondence between their social media accounts and their blockchain addresses. This makes it difficult for community managers to match active social media accounts with active on-chain addresses. Managers have invested a lot of effort on social platforms, but they pay insufficient attention to the growth of truly important active blockchain addresses.

2. Lack of continuous incentive mechanisms

Community operation is a long-term job. In the initial stage, the focus is on expanding the scale; however, in the growth stage, more attention needs to be paid to the quality of members. However, due to limited resources, most community activities are short-term, which is not conducive to converting community members into long-term product users.

3. Lack of systematization and automation

Many Web3 teams are in the startup phase, facing issues of insufficient resources and manpower. Community operations mainly rely on manual work, leading to a backlog of repetitive tasks. Managers spend most of their time on user acquisition and answering user questions, leaving them unable to focus on how to improve user conversion rates.

Solution: Built-in Community and Long-term Incentives

Built-in Community

Currently, users use social accounts in the community and blockchain addresses in the ecosystem. This separation creates barriers for users in the process of transitioning from the community to product usage. Some large projects have already noticed this issue and started to build integrated communities on their official websites. This way, users can complete community interactions and product experiences directly on the same interface.

For teams with limited resources, it may be worth considering third-party solutions to quickly build an embedded community. These platforms offer a variety of task templates to help project managers design the complete process from joining the community to experiencing the product.

Long-term Incentive Mechanism

Projects with Unissued Tokens

• Use the token generation event (TGE) to guide community atmosphere and user behavior.
• Introduce a points ranking system to reward effective behavior and provide users with immediate feedback.
• Set up a leaderboard to stimulate user engagement

Projects with issued tokens

• Consider designing a dual-token model
• Existing tokens as equity tokens, points as utility tokens
• Integrate points with functional tokens through the exchange mechanism to incentivize loyal community participants.

Conclusion

In a highly competitive market environment, user attention is a scarce resource. To improve the community user conversion rate, the key is to shift the operational focus from social media accounts to the users' blockchain addresses. Given the limited resources of the team and individual energy, effectively utilizing tools and platforms can help projects advance community building and user conversion more efficiently.