Web3 Community Manager's Guide: Strategies to Enhance User Conversion in the Community

In the early stages of community building, managers often invest a lot of time and resources to expand the user base. However, even if a sufficient number of users are attracted, the community's activity level and product usage rate do not see a significant increase. This situation is akin to fetching water with a basket; although the water source is abundant, most of the water leaks out through the gaps. So, how can we reduce these gaps and retain more "water"?

To solve this problem, we first need to clarify its root.

Reasons why community users find it difficult to convert

Despite the continuous growth of members on social platforms, why hasn’t the actual number of product users increased accordingly?

The disconnection between social accounts and blockchain addresses ###

Currently, most community members' social accounts lack a connection with their blockchain addresses. This makes it difficult for administrators to match active accounts within the community with active addresses on the chain. Administrators' efforts are primarily focused on social platforms, while the growth of blockchain address activity has not received the attention it deserves.

lacks a sustained incentive mechanism

Community operation is a long-term job. In the initial stage, managers need to focus on expanding the community size. As the community enters the growth stage, in addition to focusing on quantity, attention must also be paid to member quality, including engagement, activity level, and value contribution. However, due to resource limitations, most community activities are short-term, which affects the conversion rate of community members to product users.

lacks systematization and automation

Many Web3 teams are in the startup phase and face issues of limited resources and manpower. Community operations mainly rely on manual efforts, leading to a backlog of repetitive tasks. Managers spend a lot of time on traffic generation and user inquiries, leaving them unable to devote more energy to strategies aimed at improving user conversion rates.

Market Solutions: Built-in Community and Long-term Incentives

Built-in Community

Users use social accounts in the community, while in the ecosystem, they use blockchain addresses. Currently, most communities are still centered around third-party platforms, requiring users to go through multiple steps to transition from the community to product usage. Each additional step may lead to user attrition.

Some large projects have realized this issue and have started to establish built-in communities on their official websites. In this way, users can directly experience the products upon entering the community, and managers can directly operate on the users' blockchain addresses.

For teams with limited resources, mature solutions have emerged in the market, offering various task templates and custom domain management to help quickly build an integrated community.

Long-term Incentives: Token Generation Event (TGE) + Points System

A long-term incentive mechanism is also needed to encourage community members to use the product.

For projects with unreleased tokens, TGE is a commonly used method to guide user behavior by leveraging the anticipation of airdrops. To reduce user attrition during the waiting period, a points ranking system can be introduced to timely reward effective behaviors.

Some projects have adopted a strategy that combines TGE and points, linking users' various activities to points and associating the points with the future airdrop value.

For projects with issued tokens, points can help design a dual-token model. The existing token serves as a equity token, while points serve as a utility token, linked to community engagement and loyalty.

Conclusion

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

Shifting the focus of community operations to the user's blockchain address, rather than just social accounts, is key to improving user conversion rates. Considering the limitations of team resources and individual energy, utilizing appropriate tools can help the team achieve their goals more effectively.