Strategies to Improve Community User Conversion Rate

In the early stages of community development, managers often invest a lot of resources to scale up and attract users. However, when the channel traffic is sufficient, the community's activity level and product usage rate do not see a significant increase. This phenomenon is like using a funnel to catch water; although the flow is large, most of it leaks through the gaps. To solve this problem, we need to identify the root cause.

Reasons Why Community Users Find It Difficult to Convert

Social accounts are disconnected from blockchain addresses

Currently, most community members do not have a corresponding relationship between their social media accounts and their blockchain addresses. This leads to managers being unable to match active accounts within the community with active addresses on the chain. A large amount of resources has been invested in social platforms, while the truly important blockchain address activity has not received enough attention.

lacks a continuous incentive mechanism

Community operation is a long-term job. In the initial stage, managers focus on scaling; while in the growth stage, they need to pay attention to member quality at the same time. However, due to resource limitations, many community activities are short-term, which affects the conversion rate of users to product users.

lacks systematization and automation

Many Web3 teams are in the startup phase with limited resources. Community operations mainly rely on human input, leading to a lot of repetitive work. Managers spend a lot of time on attracting traffic and answering questions, making it difficult to focus on how to convert community members into real product users.

Market Solutions

Built-in Community

Currently, most communities are still centered around Discord or Telegram. Users need additional steps to experience the product after joining, which increases the risk of user attrition. Some large projects have already realized this issue and started building built-in communities on their official websites. This approach allows users to experience the product directly, improving the conversion rate.

However, building an integrated community requires a lot of resources, which is a challenge for most startup teams. Fortunately, there are already some mature solutions on the market, such as the TaskOn platform, which provides a variety of task templates and custom domain management to help projects quickly establish an integrated community.

Long-term Incentive Mechanism

TGE and Points System

For projects with unissued tokens, the token generation event (TGE) is a commonly used incentive method. However, to reduce user attrition during the waiting period, a points tier system can be introduced. This mechanism can provide users with immediate feedback while helping administrators monitor community activity in real time.

Some projects, such as Blast, have adopted a strategy that combines TGE and points, linking points with the future airdrop value and establishing leaderboards to encourage user participation.

For projects with issued tokens, a points system can be used to design a dual-token model. The issued tokens serve as equity tokens, while points act as utility tokens. This model can link community engagement with loyalty, injecting new vitality into the ecosystem.

Conclusion

In a bull market, user attention is a scarce resource. If you cannot immediately retain users and encourage them to use the product after they join the community, then the investment in user acquisition will yield little return.

Shifting the focus of community operations to users' blockchain addresses, rather than just social accounts, is key to improving conversion rates. Given resource constraints, leveraging appropriate tools and platforms can help the team achieve this goal more effectively.