“Activity Lottery”, how to achieve a growth of 50 million?

When it comes to lotteries, you may think of drawing lots, spinning wheels, etc. As I understand it, lotteries are when businesses use the act of lotteries to give out one or more prizes to attract a large number of users to participate. In the end, the lucky ones win the prizes, and the businesses attract a group of precise traffic. It can also be understood as the "leverage principle", which packages scattered prizes into one to attract many people to participate. A typical screen-sweeping case is the "Alipay Koi".

Recently, the editor has studied a lot of lottery tools and found that there is a small program called "Activity Lottery" which has been established for only more than a year, but it has always been in the top of the tool rankings, surpassing the lottery assistant which has been established for more than 2 years. Observing that on the second day after Double Eleven, it directly rushed to the first place in the tool rankings. This is enough to show that the lottery scenario is one of the best choices for many businesses to do marketing.

In order to make it easier to do research, the editor first sorted out the product function sections of "Activity Lottery". The menu bar at the bottom is divided into three categories, namely "Benefits" which is the homepage, "Initiate Lottery" which belongs to the merchant column, and "Mine" which is more about user information.

How does "Activity Lottery" increase its user base? According to information from various sources, its user growth rate exceeds that of "Lottery Assistant". There is also a big difference between the two. The products of Lottery Assistant are divided into simple version and advanced version. The former is free and the latter is charged. As for Activity Lottery, both the simple version and the advanced version are free after experiencing them, which means they are all free. This should be one of the ways to grow.

Next, I will analyze the growth model of the event lottery from three dimensions to better understand the growth model of this lottery tool:

01 Customer Acquisition

When it comes to acquiring customers, event draws approach it from two aspects: one is “merchants” and the other is “users”.

Since "activity lottery" is an operating tool for a lottery event, it can be said that it starts from two aspects:

1. Efficiency of using tools
2. The scene latitude of the tool

1. From tool efficiency

Efficiency is about how I can quickly initiate a lottery, and whether my target users can operate the steps at work more smoothly. From the efficiency perspective, in order to solve the problem of merchants quickly initiating lotteries, the editor found that the event lottery platform specially made lottery templates.

The original purpose is to allow merchants to quickly launch a lottery event, and at the same time provide a reference when launching the lottery.

In addition to the corresponding lottery templates, the Discovery Platform also has an official personal account to assist merchants in initiating lotteries, and regularly shares relevant cases and operational skills to improve the conversion rate of each merchant initiating a lottery.

1. From the scene latitude

We specifically study the function of event lucky draws, and when launching a lucky draw, we combine various scenarios and functions. For example, if you launch a lucky draw and turn on the function of not allowing sharing, it can be understood as "I want to send lucky draw benefits to my own fan community separately." In this way, participating users cannot share the lucky draw, and it becomes a scenario of a designated community lucky draw.

In addition to these functions, you can also see "Friends Help", which can be understood as fission. The editor has specially experienced fission. For many businesses that need to increase traffic, this function should be liked by many people.

Therefore, based on the fission function, we can come up with many scenarios and combine them with the user's psychology. There will be a "ranking list" in the game where users can compete for the first place. If merchants combine support with rankings, I believe it will stimulate more users to invite friends to help. Therefore, the fission coefficient will be greater. The more fissions each merchant undergoes, the more traffic on the platform will increase.

In addition to the real objects, the editor specially experienced the "red envelope lottery". When I think of red envelopes, I think of the Spring Festival in 2014, when WeChat red envelopes just became popular. Spring Festival red envelopes were sent out during the festival. So as the Spring Festival is approaching, I believe there must be many scenarios where businesses need to send red envelopes. Therefore, the editor specially invited a few friends to experience the red envelope lottery, and the overall feeling was pretty good.

In summary, for a tool that serves merchants, the more scenario functions it has, the more it can cater to merchants with different needs. As a tool product, a large number of active users should come from merchants. Only when more merchants accumulate, the platform will be more active.

1. User side

As a tool product, it relies more on attracting more merchants. However, for a product that has accumulated 50 million users, if each user shares it once, the total number of shares will be 50 million. These shares all come from users participating in the lottery and seeing how the platform guides them.

The lottery sharing on the homepage is linked to the lucky coin system, and the construction of the lucky coin system is a means of operation for the platform to retain users, from 0 to a certain value. At the same time, during this activity, lucky coins are consumed on the platform. In this way, users can earn lucky coins through their own abilities on the platform, and then the platform will try its best to satisfy users' consumption desires.

02 Retention

The platform does two things: one is to retain new users after they come in, with the aim of extending the user's life cycle; the other is to cultivate user habits, that is, dependence on the platform, within the user's limited time.

In order to extend the life cycle, the platform gives new users a new red envelope

As a new user, the editor found that after entering the platform, a page for receiving red envelopes would pop up. After receiving it, the amount was 0.68 yuan. However, the editor asked a friend to test it and found that every new user basically received the same red envelope, so the number of new users may be a fixed value.

The next step after receiving the money is definitely to withdraw the money. The platform does a good job and tells you directly how to withdraw the money. However, there is a standard for withdrawal. Some platforms can make withdrawals instantly, some withdraw part of the money and keep part of it on the platform, and some must reach a specified amount before withdrawals can be made.

The third method is used for the lucky draw, that is, the user must earn 3 yuan before the withdrawal is completed. For many users who like to get a bargain, this will definitely be their favorite, and it also gives the platform the opportunity to continue operating users in the future.

How to cultivate user habits and retain them

There are four locations below the account center at the top of the platform's homepage, namely "Sign in, Exchange Mall, Lucky Treasure Hunt, and Lucky Gift. These four tools are used as operational means to retain users and cultivate user habits.

Sign-in column:

After the user signs in, he will enter a "Lucky Coin Center", which is the account system built by the platform. On this page, we can see that users can consume lucky coins (exchange for red envelopes, exchange for malls), and also earn lucky coins.

In the tasks below, we can see that the main purpose of newcomers coming in is to facilitate users to leave more information. After completing the novice tasks, daily tasks and weekly tasks will be displayed to continue to cultivate user habits.

Exchange Mall:

The redemption mall is a channel for users to earn lucky coins for consumption. However, the platform has also added a fission effect in the redemption mall. In addition to the purpose of retention, it also aims to attract new users. Moreover, each one has a limited time, which promotes a sense of urgency for users.

Lucky Treasure:

Lucky Treasure Hunt is a lucky wheel that cuts high-value products into pieces, attracting user retention while extending the user's life cycle. This gameplay also cultivates user usage habits while capturing the user's gaming psychology.

Lucky gift:

By analyzing the homepage and the lucky gift draw, we found that the lucky gift draw has the highest number of participants. It can be said that the lucky gift draw is an important operational means to cultivate users' participation in the draw.

This position converts ordinary users into exclusive "Koi members" of the platform, provides them with special welfare benefits, and retains them through membership status.

03 Promote activation

The biggest highlight of mini programs is that they are naturally lightweight and most suitable for users to spread the word. The difficulty lies in how to activate users. The headache for many operators is that after attracting users, how do we keep them coming back?

Previously, we analyzed a small program for making games, called "Animal Restaurant". Players enter the small program as if they were opening a shop. When the players leave the small program, the system will give you an offline income. That is, if you come back after 4 hours after leaving, you can get a sum of virtual currency given by the platform. If you miss this time, all the income during this period will be reset to zero. Therefore, it greatly stimulates users to come back again.

As a lottery tool, event lottery often uses service notifications, because it is a process for users to participate and get the lottery results. The end of the process is the best time to promote activation, but it is inevitable that a user will not win the prize and may be lost.

In this regard, two actions were taken in the event lottery. One was to give lucky coins to users who did not win the prize, so that users could enter the lucky coin system for retention. The second was to recommend users for the lottery, shortening the direct path for users to participate in the lottery again.

In addition to the normal prize announcements above, we can actually see that there are other operational means for event draws to activate users, from the check-in entrance on the homepage to lucky gifts.

After signing in, users can make an appointment to sign in. The system will notify users at the scheduled time. The lucky gifts will attract users to participate and can reach hundreds of thousands of users each time the prize is drawn.

Summarize

As a lottery-type mini program, only by continuously empowering merchants and improving their efficiency can we start from content cases, whether the product is easy to use, etc., and continue to accumulate more merchants.

From the analysis of the event lucky draw, it seems that it is through the continuous influx of merchants that more and more users are brought in, and ultimately over a year, a total of over 50 million users have been created.

Author: Da Liu Xiaofei

Source: Da Liu Xiao Fei