Event operation skills: How to make an event a success?

JD.com and Taobao have been competing fiercely during the recent 618 shopping festival, offering a wide variety of discounts. Taobao still mainly offers shopping subsidies, but this time it has introduced a new way to play cat-stack games; JD.com signed contracts for 23 consecutive days to share 618 million Jingdou. These two gameplays each have their own advantages and disadvantages. As an operator, you must conduct in-depth research on these two gameplays. Therefore, this article will first discuss JD.com’s check-in gameplay.

1. A brief analysis of JD.com’s division of 600 million Jingdou

JD.com's activity of sharing 618 million JD Beans is very simple. It requires users to continuously sign in on the JD.com APP starting from June 1st. After signing in for 23 consecutive days, they can participate in the sharing activity.

The idea behind this JD event comes from Alipay's event of sharing 900 million red envelopes, which is essentially the same. In March, Alipay launched an activity to share 900 million yuan by paying on time, requiring users to make a cash payment offline every day. The prize will be drawn on April 1 after 19 days in total.

This activity of Alipay is actually relatively easy to complete, because everyone has the opportunity to consume every day, and it is very easy to meet the 19-day requirement. The essence of this activity is also to cultivate users' payment habits.

However, this activity of JD.com is relatively difficult, because it requires users to sign in every day. If they miss one day, the activity will be considered a failure.

But there are always people who forget to sign in due to various reasons. For this reason, JD.com has also prepared a way to sign in again. However, to sign in again, you need to invite users to help. For every 3 people invited, you can sign in again for 1 day. JD.com combines attracting new users and promoting activation together. We have to admire its operation.

Through this JD event, we can find that sign-in is an essential function for many apps to promote user activity. In the past, many apps have quickly become popular apps with the help of sign-in gameplay. The check-in feature that was banned by WeChat not long ago is itself an alternative variant of the sign-in function.

2. Analysis of the role and function design of sign-in

Generally, users will receive certain points after signing in. These points can help the product establish its own membership points system. This is also the biggest function of the points function, which is to increase user activity through points.

For example, you can redeem some goods through points, or you can use points to enjoy discounts on product services.

Moreover, some apps will use sign-ins to attract new users. A common method is to offer rewards for sharing or to attract new users to sign in. This method of attracting new users is not very resistant to users, and users are willing to take certain actions to attract new users.

At present, the design of the sign-in function page is mostly similar. We will take JD.com's Jingdou sign-in page as an example for analysis. The page is divided into three parts:

1. Attendance period area

This area mainly displays the sign-in period of the activity, which depends on the sign-in gameplay of each platform. It usually ranges from 7 days to 30 days, but generally focuses on the two ranges of 7 days and one month.

2. Check-in auxiliary area

This area includes two small details:

One is the length of the sign-in period and the sign-in reward above the sign-in period area, for example, it shows the total cumulative continuous sign-in time. There is also the current multiple that can be divided, and the multiple increases with the length of time signed in. Therefore, it can be seen that each time a different number of consecutive signing days is reached, there will be a different reward mechanism corresponding to it, which is higher than the daily reward.

Another one is the supplementary signing function. On the left side, there is a very warm sign-in reminder function. When checked, you can turn on the sign-in push. On the right side is the sign-in button. However, you need to invite 3 friends in a row to complete the make-up visa operation. You can make up for any missed day, but you need to invite 3 friends. In other words, if you miss 10 days, you need to invite 30 friends to complete the make-up visa.

3. Sign in to the advertising area

The sign-in area is the main part of the traffic page, so it would be a waste if it is not used properly. Therefore, JD.com has set up an advertising area under the sign-in area. You can get more JD beans by visiting the venue pages in these areas. On average, one venue can get 1 to 10 JD beans.

And when users are visiting the venue, if they come across a product they like, they can directly add it to the shopping cart and purchase it.

Through such a design, we can find that JD’s check-in page fully connects the four dimensions of attracting new customers - retention - activation - conversion to form a one-stop service.

Activate users by signing in to win Jingdou, attract new users by making up the sign-in process, improve retention rate through coupon activities, and use the advertising area on the sign-in page to convert purchases of hot-selling products.

3. Exploration behind JD.com’s check-in gameplay

Although it is just a simple sign-in game, JD.com has invested in four game rules at one time. Let's explore the advantages and disadvantages of various game rules in detail:

1. Cumulative sign-in

Cumulative sign-in means that users only need to complete a certain number of sign-ins within the specified period in the APP, and there is no need for continuity.

For example, Alipay’s activity of sharing 900 million red envelopes is a cumulative sign-in game, which requires signing in 19 times within a month, and there is no need to sign in continuously for 19 days.

However, JD’s cumulative check-in method is more of a display here. Although there is cumulative check-in content on the page, there will be no rewards for reaching different cumulative times. It is just displayed on the page.

2. Calendar Sign-in

Calendar sign-in is also called continuous sign-in, which means that the user completes continuous sign-in behavior within a fixed period. And as the number of sign-ins increases, more rewards will be obtained.

Some gameplay is divided into modules, for example, there is a big reward after accumulating sign-ins for 3 days, 7 days, and 15 days. This gameplay will gradually increase the user's profit level and stimulate the user to develop the habit of continuous sign-in.

JD.com’s focus here is continuous sign-in.

First of all, you can get 1-10 Jingdou every day you sign in, and occasionally there will be store coupons; and every day you sign in, the final number of Jingdou to be divided will be doubled. For example, if you sign in for 3 days in total, the multiple will be 3 times, if you sign in for 10 days in total, the multiple will be 10 times, and so on.

If a user signs in for 23 days in total, he can share 23 times the amount. For example, if a user finally gets 1,000 Jingdou, the multiple can be increased to 23,000 Jingdou, which is equivalent to 230 yuan in cash.

Such a huge attraction still stimulates users to continue to participate, not to mention that signing in for 23 consecutive days is difficult in itself, and the number of people participating in the final division is definitely less than the number of people who have signed in cumulatively. When many people participated in the event with this mentality, JD.com's daily active users naturally experienced explosive growth.

Currently, the calendar sign-in gameplay has also been transplanted to the official account. By continuously signing in, you can get sign-in points and redeem them through the points mall, which indirectly increases the activity of the official account and provides some welfare activities for fans and users.

Many third-party public account marketing platforms, including Renrenxiu, can provide calendar sign-in gameplay. After all, many account owners are happy to transfer the sign-in that can only be played on the App to the public account, which can promote user activity and increase conversion.

3. Re-entry

As mentioned above, there will generally be breaks in the continuous sign-in cycle of one month, after all, there is always the possibility that people miss one or two times. Once the sign-in is disconnected, the sign-in time will be recalculated, but this will discourage users from participating.

In order to continue to increase users' enthusiasm for participation, it is necessary to add a make-up signing process at this time, but the make-up signing generally requires a certain amount of points or currency to obtain the make-up signing qualification.

There are usually two ways to play the game:

One is to make up the signing in step by step. For example, today is the 20th, and you missed signing in on the 10th, 13th and 19th, you must make up the day before today's signing date before you can continue to make up the missed days in sequence. That is to say, you have to sign for number 19 first, and then number 13 and 10.

The other method is to sign in at any time. There is no limit on the time for signing in. You can choose the corresponding time to sign in. This method is more casual and more popular with users.

JD.com uses the latter method and has also added a sign-in reminder function. Once it is turned on, it will remind you to sign in every day via PUSH push. Even if you miss it, you can make up for it on any day you missed it.

4. Sign-in reminder

The above also mentioned the sign-in reminder function. Since users easily forget to sign in, it is necessary to add a sign-in reminder function.

JD’s check-in reminder is in the form of a reminder button, and the style is the side of the large sign-in button, which is very eye-catching and also shows the importance of its function. Click the sign-in reminder button to turn it on. It will turn red and a pop-up window will pop up to show that it has been set up successfully.

4. The core operation routine of the punch-in gameplay

After looking at how JD.com plays, we can take a look at how other products play. In order to avoid differences in how different industries play, here we will take Taobao and Suning as examples.

The picture above is Taobao's gold coin sign-in page. As shown in the picture, it can be found that Taobao's gold coin sign-in gameplay is more complicated, combining the functions of planting and cultivation together. Through Taobao's browsing, ordering and other behaviors, you can water the crops and get more gold coins.

The picture above is Suning's sign-in page. When you open the page, it is assumed that you have signed in successfully. The amount of cloud diamonds obtained each time you sign in varies. Suning's sign-in page is also combined with the cultivation function. However, the little lion raised by Suning can accumulate energy for the little lion through behaviors such as feeding. When the energy reaches a certain level, the treasure chest can be opened, and the treasure chest will contain cloud diamonds of varying amounts.

It can be seen from the sign-in gameplay of the above two products that the main gameplay features are the same, that is, you only need to click the sign-in button to complete the task, which is easy and hassle-free. And they all follow the following four rules:

1. Users are guaranteed to open it once a day
2. The entire sign-in page takes up to 60 seconds to play
3. Simple user operation, one page can be completed
4. Has a certain reward policy

Among the four rules, the most core one is the reward policy. There is no gain without hard work. If users are so active in signing in and clocking in every day, there must be something that can make them profit.

There are two common card-punching reward rules:

1. Periodicity

Periodicity means calculating based on a certain period. After meeting all the periods, you can get the designated rewards. The specific period depends on the attributes of each platform. It can be 7 days, 15 days, or 30 days. After the period is completed, a new cycle will start.

For example, you can get 1 point for each sign-in, and 5 points after signing in for 7 days. Then the user can get 6+5+1=12 points after signing in for 8 days.

2. Ladder

The ladder-like structure can also be viewed as a phased structure. For example, if the sign-in cycle is still 7 days, each sign-in will earn 1 point at the beginning. After 3 days of sign-in, it will earn 2 points per day. Signing in on the 7th day will earn 5 points. If the user signs in for 8 days, the final points he or she will earn are 3*1+2*3+5=14 points.

5. Practical scenario application of the check-in gameplay

As for punching in, there is currently a universal way to play the game. Basically, it splits the user's operation behavior and breaks down the series of operation paths into small points one by one. After each small point is completed, a certain reward will be given.

This gameplay can promote users to open the App and cultivate usage habits, so it is very popular. Below we will briefly describe how to play the universal check-in using a specific actual scenario.

Case background:

A certain educational institution is an online education platform, and its profit model is online teaching. However, currently users are not very enthusiastic about interaction, and the quality and frequency of online homework submission are low, making it impossible to form a lasting and limited word-of-mouth effect. At this time, you need to use the check-in method to improve the interactive effect.

User behavior breakdown:

• Step 1: Users study the course and actively think about the questions assigned by the teacher and submit their homework
• Step 2: Let the teacher comment on your work and find out the shortcomings
• Step 3: Continue to study and strengthen the deficiencies in this area
• Step 4: Study offline course special training camp
• Step 5: After studying for a period of time, upload your homework for the teacher to comment on it

Then for these five steps of the user, we can make the following incentive decomposition:

• Step 1: Study the courses you have registered for. If it is a series of courses, you can get 300 points after completing five courses.
• Step 2: You can review other people’s homework every day and earn 10 points for each completed assignment.
• Step 3: Publish and upload your own homework. You will get 100 points for each completed homework.
• Step 4: The points earned can be used to deduct the fees of other online courses

This type of activity is also an application method of step-by-step check-in, but it does not require users to sign in or check in. Instead, it requires users to sign up for courses and form subsequent retention and activity through a series of operations, ultimately generating secondary consumption conversions.

Therefore, these four steps are designed to guide users to sign up. Through these four steps, users can get certain rewards in each link, and these steps are necessary operations in normal course learning, so they are not difficult to execute. At the same time, they also help to improve the conversion rate of secondary consumption.

And by following these steps, users will accumulate more homework works, which will also enhance the word-of-mouth effect of the course itself.

VI. Conclusion

However, although the sign-in method is easy to use, not every platform can try it. We can simply sort it out. The products that are most commonly used for sign-in must be products with high-frequency service attributes, such as e-commerce, group buying, ordering food, etc., which are used frequently by users. Therefore, the sign-in method can directly bring conversions.

Another type is that although it does not have high-frequency attributes, the sign-in method can increase user activity, or the platform itself requires users to have the need to open the product frequently and be able to discover customer conversions from it. This type of product generally focuses on financial management, reading, etc.

But for tool platforms that many people care about, we need to consider whether users have the need to open or use the platform every day. If so, the sign-in gameplay is very suitable for increasing product DAU.

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Author: Renrenxiu

Source: Renrenxiu