Web3 Community Manager Handbook: How to Improve User Conversion Rate

By 0xKiveiru

Community operations should focus on the user's Web3 wallet address, instead of the user's social media.

In the early stages of community building, community managers invest a lot of time, energy, and resources to develop channels so that more users can gather in the community. Even with plentiful traffic provided by these channels, the community isn’t more active and doesn’t see an increase in product users.

It's like using a knitting basket to fetch water. The faucet is turned on wide enough, but most of the water is still lost because of the gaps in the basket. How do community managers make the gaps smaller and retain as much water as possible?

Before looking for a solution, we must first understand the root of the problem.

Why is it difficult to convert community members to product users?

Members in Discord and Telegram are increasing, but why is there no obvious increase in product users?

The disconnection between social media and Web3 addresses

Currently, the social media accounts in the community aren't related to their Web3 addresses. The time, energy, and resources community managers invest are all in social media for the growth of community members and activities. However, the increase in the addresses that Web3 users rely on needs more resources.

Lack of long-term incentive mechanism

Community operation is a long-term work. In the early stages of community building from scratch, community managers need to focus on developing channels to expand the scale of the community. However, at the community growth stage, community managers should also focus on the quality of members besides the quantity of community members. This means that when operating a community, it is necessary to ensure the community member’s participation, activity, and value contribution. The team's resources and budget are limited, resulting in most community activities being time-sensitive, which poses challenges to the conversion from community members to product users.

Lack of a mature system and low degree of automation

Currently, most Web3 teams are startups facing a shortage of resources and manpower. Their community operations mainly rely on manpower and time investment, resulting in the accumulation of repetitive work. Community managers spend a lot of time attracting traffic and answering questions in the community and have no more energy for converting community members into product users.

To overcome these problems, we can find the answer from the market.

Choice of the market: built-in community & long-term incentives

Built-in community

Web3 users are active in social media while using Web3 wallet addresses in the Web3 ecosystem.

At present, most communities are still built in Discord and Telegram. After users use their Discord or TG accounts to join the community, they can jump to the official website through links in the community. However, they need to link their own Web3 wallet address in this process and cannot experience the product immediately. This one more step can result in the loss of potential users. How about keeping community user acquisition and retention on one page?

Some major projects have realized this problem of churn rate, and they choose to build a built-in community on their official website. For example, Arbitrum developed a "Community" section on its official website, and users can directly experience the product when entering the community.

In the operation of this kind of built-in community, the community manager can directly affect the Web3 address of the members instead of the social media account. The community manager can improve the conversion rate by optimizing the interface and the procedure of the "Community" section.

Building a built-in community on the official website requires a lot of team resources, involving page design and development. The community manager needs to consider what tasks the built-in community should configure to transform community members into product users. It is not easy for most Web3 teams who are still startups.

Can community managers leverage external forces to solve the current community-building dilemma? Are there mature solutions to help project managers quickly build built-in communities?

The answer is yes. There are existing products on the market to help this out. TaskOn is one of them with comprehensive functions. TaskOn provides a variety of task templates to assist project managers in the entire process of new users joining the community and experiencing the product.

In TaskOn, custom domain name management allows community managers to directly customize the domain name of the community, seamlessly embedding the community into the official website, thus creating a community truly integrated with the project.

Long-term incentives: TGE + Points

Promoting product usage among community members also requires the addition of long-term incentives.

Token Generation Event (TGE) is an option for projects that have not issued tokens, using airdrop expectations to guide user behaviors to use the product.

TGE can attract user's attention, but many users will give up midway while waiting for the airdrop that arrives at an unknown time. How to reduce the churn rate during this period?

A points-level system can be introduced. Use the points mechanism to build a complete user-level system to reward every effective behavior. In this way, community users can receive timely feedback. At the same time, community managers can view the holding status of points in real-time to help make decisions.

The project of Blast adopts the TGE+ points approach. Points can be obtained by pledging assets and inviting potential users, and the number of points held in an account is linked to the value of future airdrops. There is even a dedicated leaderboard page to stimulate the enthusiasm of community users.

Another project Bitget recently also adopted a points strategy when issuing BWB. Unlike Blast, Bitget did not choose to build a dedicated points page on the official website. Instead, Bitget transplanted the project's points system to a third-party community solution platform TaskOn, using the platform's native community management function to integrate TGE and points quickly.

For projects that have issued tokens, points can help replenish the project with a dual-token model. Dual tokens are composed of equity tokens and functional tokens. The tokens serve as equity tokens, and points act as functional tokens. Equity tokens are related to the income of holders. Points can be linked to community participation and loyalty. The project with clear points issuance rules can use the exchange mechanism to connect points and functional tokens to provide incentives to loyal community participants, bringing new vitality to the community.

Leverage third-party platforms to improve conversion rate

In a bull market, user attention is a scarce resource. If users are not allowed to use the product after joining the community, the users are not retained immediately, resulting in a low conversion rate. 

Only by focusing community operations on users' Web3 addresses rather than social media can we fundamentally improve the conversion rate of community users. The team's resources and the community manager's time and energy are limited. Using third-party tools and platforms like TaskOn can assist the team in moving forward on the right path.

Author Bio

I am 0xKiveiru, a professional in the Web3 industry who is passionate about this industry and writing related articles.