New Ideas for Web3 Community Operations: Improving User Retention and Product Conversion

In the early stages of community building, managers often invest considerable effort in expanding channels to attract users to join. However, even as the community grows in size, there is no significant rise in the number of active users who actually use the product. This phenomenon is akin to drawing water with a bamboo basket; although there is an ample supply of water, most of it leaks out due to the large gaps in the basket. So, how can we effectively 'close the gaps' and improve user retention?

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

1. The disconnection between social accounts and blockchain addresses

Currently, most community members' social accounts are not linked to their blockchain addresses. This makes it difficult for managers to match active accounts within the community with active addresses on the chain. Despite investing significant resources on social platforms, the actual key blockchain address activity has not received the attention it deserves.

2. Lack of continuous incentive mechanisms

Community operation is a long-term job. In the initial stage, the focus needs to be on scaling up, while in the growth stage, both quantity and quality must be considered. However, due to resource constraints, most community activities are short-term and it is difficult to continuously motivate user participation.

3. Low degree of automation, lack of systematization

Many Web3 teams are in the startup phase and face the challenge of insufficient resources. Community operations mainly rely on manpower, leading to a backlog of repetitive tasks. Managers find it difficult to invest more energy into developing user conversion strategies.

In response to these issues, some solutions have emerged in the market:

1. Built-in Community

Currently, most communities are still centered around Discord or Telegram. Users need to go through multiple steps to jump from social platforms to product pages and connect their wallets, with each step potentially leading to user attrition. To address this issue, some large projects have chosen to build integrated communities directly on their official websites, allowing users to experience products seamlessly.

For teams with limited resources, there are also some mature solutions available in the market that offer various task templates and custom domain management features to help quickly build an integrated community.

2. Long-term incentive mechanism

In addition to the built-in community, it is necessary to establish a long-term incentive mechanism to increase user conversion rates. For projects that have not issued tokens, the potential expectation of future token airdrops can be used to guide user behavior. At the same time, introducing a points grading system can provide users with instant feedback, reducing the churn rate during the waiting period.

For projects with issued tokens, a dual-token model can be considered. The existing token serves as a utility token, while the newly introduced points system acts as a functional token, linked to community engagement and loyalty. Through a redemption mechanism, points can be integrated with the functional token, providing additional incentives for active community members.

In the current market environment, user attention is a scarce resource. If we cannot quickly attract users to use the product after they join the community, the initial investment in user acquisition will be significantly undermined. Therefore, shifting the focus of community operations to users' blockchain addresses rather than social accounts is essential to fundamentally improve the conversion rate.

Considering the limitations of team resources and individual energy, making full use of existing tools and solutions can help the project move forward more effectively on the right path. The combination of built-in community and long-term incentive mechanisms can significantly enhance the conversion effect from community users to product users.