Tips for attracting new customers and retaining customers from Pinduoduo/Meituan and others!

High-quality cases cannot be hidden. I will update the most popular operation cases of the previous month in the first week of each month according to the tags such as #attract new customers#promote activation and retention#conversion and monetization# (if you like it... otherwise this will be the last issue you see)

Attract new customers

1. 21-day Tangram Adventure Camp

Case tags: online education, distribution, tiered rewards

Disassembler: Ahao

Case path:

Scan the QR code on the poster - red envelope pop-up window - receive the red envelope - display the discount details of the order - payment - success (failure - retention pop-up window)

Invite friends and earn 200 yuan a day - follow the official account - push copy + posters - share and earn 0.3 yuan commission + 5 yuan commission

Case highlights:

1. Red envelope discount: Enter the page to receive a 190 yuan discount red envelope. After using the discount red envelope, the gift package with an original price of 199 yuan can be purchased for only 9 yuan. Compared with displaying the comparison between the original price and the discount, the interaction of receiving red envelopes is more attractive to users.

2. Retention pop-up window: When the user cancels payment, a retention pop-up window will be displayed to inform the user that XXX people have already participated in the event.

3. Tiered rewards: 5 people, 10 people, and the top 15 on the leaderboard will all receive rewards. Multi-tiered rewards have a good stimulating effect. Invite friends to bind their mobile phones to get a real-time reward of 0.3 yuan, which is very stimulating (but there must be a daily cumulative amount limit to prevent fraud)

2. Win 88 red envelopes with Du Xiaoman

Case tags: finance, red envelope gameplay

Disassembler: Xiao

Case path:

APP pop-up window—Activity homepage—Click the invite button—Generate poster—Share WeChat to invite friends

Case highlights:

1. The activity buttons "Log in and get 1.8 yuan in cash", "Get 2.2 yuan in cash for the first share", "Invite xx people and get x amount of yuan". These words give users certainty . Many people use millions of red envelopes to attract users, but they will not clearly tell users how much they will get for what they do. The overall situation is full of uncertainty.

2. You can check the invitation records. Many users want to know whether they have successfully invited friends, whether the successful invitation will not be recorded, etc. In fact, this also makes use of instant feedback .

3. The dynamic effect of the invitation button on the homepage is particularly good . It flashes from left to right, which made me focus my attention on the text of the button at that time: Invite friends to withdraw 88 yuan.

3. What kind of trash are you?

Case tags: entertainment, H5, distribution

Disassembler: Beatrice

Case path:

The optimized path on the second day: Scan the optimized H5 poster QR code - apply for the user's WeChat nickname, avatar, region and gender information - answer questions - bonus red envelope waiting to be collected interface - receive 0.3 yuan experimental bonus - scan the code to follow the Weishi public account - bonus received

Receive a distribution commission reminder in the official account - share the report (i.e. a personal H5 poster) - other users scan the code to participate in the event. If there is a new user of the Weishi official account who follows the official account among those who scan the code to participate in the event, a commission of 0.12 yuan will be obtained

Case highlights:

1. The colors of the sharing posters on the first day were not bright enough, mainly black and white, which failed to effectively arouse everyone's desire to participate in the event. On the second day , the color was adjusted to bright yellow as the main color, supplemented by other pink colors, which effectively improved the visual experience.

2. After completing the test on the first day, there are two buttons for you to choose: Save Report and Receive Experimental Bonus. The next day, the test was completed and a prompt for the red envelope to be collected popped up directly. After receiving the red envelope, follow the official account to withdraw the money. This greatly improves the conversion rate from participating in activities to following the official account.

3. The distribution prompts after following the official account were optimized on the second day. The language was more concise, emoticons such as roses and red envelopes were added, and three-level distribution prompts were added. Encourage everyone to forward posters and participate in distribution.

Promote retention

1. Pinduoduo’s hidden lucky cat

Case tags: e-commerce shopping, cultivation

Disassembler: Jinghua

Case path:

When signing in with cash, hidden activities will pop up randomly: Lucky Cat - click to get extra rewards - click the Lucky Cat buoy after signing in - complete tasks (sign in, interact with friends, place orders), etc. to increase the active time of the cat;

Case highlights:

1. Adding hidden activities to the regular sign-in mechanism can increase users' sense of surprise and gain , and make them pay more attention to this hard-earned activity opportunity.

2. Most retention activities require limited-time activity tools. The Lucky Cat is an enlarged, self-contained limited-time activity tool. If the Lucky Cat is active (exists), you can get sign-in money, but the active time is limited. You need to increase the cat's active time by completing tasks.

3. Most activity rule incentive mechanisms use positive feedback loops more often. When users do A, reward B is increased. In fact, negative feedback rules can also guide user behavior . If the user performs behavior A, reward B will be reduced. In order to guide users not to cancel their orders, rules are set: if they cancel their orders, the cat food supply will be reduced; if they cancel their orders continuously, the cat food store will be closed.

2. Meituan Kangaroo Run

Case tags: e-commerce shopping, synthesis games

Dismantler: Talk about it

Case path:

Click [Kangaroo Run] on the Meituan App - combine the same level into a higher level (you can get a red envelope when you reach level 25) - complete tasks (sign in, forward to friends, place orders) to get the gold coins needed for the synthesis game

Case highlights:

1. Combine characters of the same level into a higher level, and guide users to continue combining until they reach level 25 so that they can receive a 10 yuan red packet, thus achieving the purpose of retention .

2. Continuous sign-in will earn you rewards and upgrades will earn you more character appearances, paving the way for game advancement . In the process of obtaining coins, tasks are set such as forwarding and sharing with friends and guiding users to place orders on the App, guiding users to return to the App for consumption conversions.

3. Put the synthesized kangaroo car on the track to earn coins. This dynamic setting will reduce the boredom of stand-alone games . When the user leaves and then returns, the offline income will pop up, strengthening the welcome ceremony of the "Come Back" operation and deepening the user's impression that they can get more rewards by coming back. Click on the recall setting .

Conversion and Monetization

1. Loho Glasses Festival Carnival

Case tags: offline consumption, red envelope gameplay

Disassembler: Kaka

Case path:

Click on the mini program - a cash red envelope pops up - invite new users to continue opening red envelopes - get 720 benefits for free - offline consumption conversion

Case highlights:

1. The pop-up cash red envelope [Open] button is dynamically designed, and the bottom shows that XX people have received the red envelope, which hits the user's herd mentality and increases their trust in the event. After clicking, the red envelope amount will be displayed directly, and it will be indicated that it has been deposited into the account, allowing users to obtain instant and real red envelope benefits.

2. Use cash rewards to set up rankings to encourage users to forward red envelopes to attract new customers, which will promote offline forwarding performance. Using red envelopes as bait to attract them to promote forwarding will also have a good exposure and promotion effect.

3. The page for conversion to offline consumption is well designed. It directly lists the highest discount and points out that XX people have already made offline purchases. At the bottom, it displays [Click to view nearby stores], further lowering the decision threshold for users to make offline purchases.

2. Light lessons light up the reading club

Case tags: knowledge payment, check-in

Disassembler: Kaka

Case path:

Scan the QR code on the poster - display the discounted price, limited quantity and time limit - place an order and pay - success (failure - pop-up window to retain, display WeChat QR code)

Case highlights:

1. The copy emphasizes how short the time required for learning is , and splits the fees that users need to pay into two parts : registration fee and learning deposit, thus reducing the psychological burden of payment for users . It also emphasizes that cash back will be given after completing the learning process, which hits the user's optimism.

2. In the user Q&A section, the issues that users are concerned about are directly presented in the form of questions and answers, emphasizing that the learning time is short (5 minutes), there is no need to share to friends to check in, and there is a cashback plan for re-recommending continued learning .

3. There is a special plan to retain target users who reach the final step of payment. The plan directly guides users to talk to authoritative people , and then jumps to the page for adding customer service WeChat to ensure that users can find customer service at any time . This plan does take into account the final conversion of the target user group .

The above is part of the recent selected cases of the "Daily Operation Case Library" . If you are interested in operational cases that solve certain problems, or want to see case references in a certain industry, please leave a message at the bottom to tell me . Maybe you can see the selected case collection in October!

Author: Jian Feng

Source: Operational In-depth Selection