618 group buying venue event promotion methods and review!

This article reviews the 618 group buying event to summarize how to conduct similar activities and thoughts on event operations.

The following are the details of the project. This case is based on a practical case background, but the corresponding content and data are desensitized and the basic logic is consistent.

A complete event operation process includes: clarifying the purpose, time and resources - event planning - internal communication plan of the team, follow-up and launch - warm-up and promotion of the event - implementation of the event, monitoring data, timely adjustment and optimization - secondary dissemination of the event and review of the event.

Event planning first needs to make clear the purpose . This event is based on an e-commerce platform to hold a 618 e-commerce promotion special store, and it is necessary to use activities to attract traffic to the venue.

Secondly, we need to make it clear how this event works. This event uses material incentives to guide users to share on social media. Because there are many ways to attract traffic to the venue, in addition to conventional external channels, push notifications within the APP or SMS notifications to existing users, social media sharing is another source of traffic that cannot be ignored.

1. Activity Process

618 group buying flow chart

The gameplay of this activity is to encourage users to share their Moments by sharing the Moments and participating in the lucky draw , so as to continue to attract traffic to the 618 event venue. The theme of the activity is to win an iPad by joining the group . The specific process is as follows:

• When a user enters the event page, if the event has not started yet , the user can make an appointment to participate in the event. A successful appointment requires the user to register or log in successfully.
• If the activity has already started when the user enters the page but the countdown has not ended, the user needs to register or log in successfully before clicking to participate .
• In order to prevent some users from repeatedly spamming their friends' circles and causing negative impacts as well as taking advantage of the free-for-all, we have limited the number of activities that users can participate in. Each person can only participate in a maximum of 10 activities. If a user participates in less than 10 sessions, he or she will successfully participate in the group buying activity by sharing it on WeChat Moments.
• After the countdown ends, if the number of participants reaches the preset target number, the prize will be drawn.
• Users who have not received physical prizes will have limited physical prizes. If they have received physical prizes, they will be given coupons for the products.
• After receiving the reward, users will be reminded to participate in the next activity and continue to share it on WeChat Moments, thus completing the closed loop of the entire activity.

The group buying activity will be held during two peak traffic hours of the day, at 12:00 a.m. and 9:00 p.m. You can successfully register for the draw by sharing your circle of friends within 6 minutes and 18 seconds after the countdown starts. The draw will begin after the target number of people is reached.

2. Activity review

1. User behavior analysis activity effect:

618 group buying activity funnel model

The event homepage is the first-level traffic entrance, which indicates the overall number of people paying attention to the event and is the basis for subsequent funnel conversions. The number of visitors to the event homepage is 205,000.

The booking rate of an event is an important indicator to measure the user’s interest in the event. The reservation rate for this event was as high as 61.5%, indicating a relatively high level of participation in the event.

In addition, the click-through registration rate for the event is 30.2%. Since the registration for the event is within 6 minutes and 18 seconds after the countdown begins, the number of registrants is relatively small compared to the base number of reservations. However, the registration click-through rate is an important measurement indicator to reflect the level of user participation at the peak of the event. Countdown registration can create a sense of urgency for users to participate in the event, prompting them to participate in the event as soon as possible.

So, what are the factors that affect the reservation rate and registration rate of an event?

Prize setting, page design, and activity format are all factors that attract user attention.

The theme of this event is to join a group on 618 to win an iPad, so whether the prizes are attractive enough and the richness of the settings will determine the user reservation rate and registration rate.

Page design is related to whether the UI can convey the prizes and atmosphere of the event to users.

Whether the activity format is simple enough and easy to use is an important factor affecting the booking rate. If the activity settings are too complicated, the participation process or prize collection mechanism has many steps, and even the operators have to think about how to play it, then this activity must be optimized because users will be more lazy.

A tried-and-tested measurement formula is that user participation in an activity = activity attractiveness - the cost of the activity (operating cost and social cost)! When planning an event or conducting a team review, think about how to increase appeal and reduce the cost of user participation.

The sharing rate of an event involves the spread of traffic in the social circle. Factors that affect the sharing rate of an event include the richness of the prizes, the attractiveness of the grand prizes, and whether the operating costs are simple enough.

The final sharing rate of the activity reached 24.9%, far exceeding the H5 average sharing rate of 3.93%. The event ultimately attracted 62,000 UVs to the venue and attracted 876 new registrations.

2. Setting up awesome prizes is the key to attracting user participation and spreading the word:

The theme of this event is to win an iPad by joining a group on 618. The prizes include physical prizes such as iPads, watches, sports backpacks, and platform coupons.

Judging from the reserved products, iPad is the prize that users are most interested in. Firstly, its value is the highest among all the prizes. Secondly, iPad has a high exposure as a theme product, so it has the most reservations. Among other prizes, prizes that are suitable for the target users' life scenarios are more popular among users, such as watches.

Two conclusions can be drawn regarding the selection of prizes and cost control.

1) The prize strategy is to combine a low-value prize that is guaranteed to win with a small number of large prizes.

According to the author's summary of SNS lottery activities, if the activity mechanism is set up so that users feel that they can win prizes by performing specified behaviors, then the participation rate of the activity will be very high.

Users hate the feeling of being tricked the most. If they complete the activities required but do not win any prizes, their enthusiasm for participation will be reduced.

Therefore, the material rewards for prize-giving activities can adopt a prize combination strategy , combining low-value prizes that are guaranteed to be won with a small number of large prizes. In particular, a high winning rate in the early stages is conducive to mobilizing users' enthusiasm for continued participation.

In this activity, we found that once users won prizes in the early stages, a high proportion of them participated in the following activities.

Therefore, when setting prizes for similar activities, you can provide abundant prizes in the first few periods to increase the chances of winning. After users have tasted the excitement of winning, they will be more willing to participate in the event, which will help increase the return rate of the page.

2) The selection of prizes needs to be in line with the target users’ preference for high-value-for-money products to reduce the cost of the event.

During the mid-term prize draw of the event, the number of reservations and registrations reached a secondary peak for the entire event, proving that if the prizes are more attractive to users and meet their needs, they will achieve a higher level of participation. Therefore, the choice of prizes must be of interest to users and have a high cost-effectiveness.

When we run an activity, we all hope to achieve better results with the lowest possible cost.

Generally speaking, the cost expenditure required for an operating activity is mainly on prizes and promotions. We have discussed above how to reduce activity costs by setting up prizes. As for reducing the cost of activity promotion, we can consider the following aspects:

1) In terms of external traffic acquisition, it mainly involves channel placement and platform cooperation.

There are two conditions to consider when choosing a distribution channel: one is large traffic volume, and the other is accurate traffic volume. This is the basic principle for choosing a distribution channel. The next step is to choose a suitable distribution channel based on the specific product.

In addition, platform cooperation is an important source of external traffic. When choosing a cooperation platform, you need to consider whether the exclusive user group is similar to your target audience profile.

2) Carry out warm-up activities and carry out fission through the community.

The purpose of event preheating is to create an atmosphere so that the theme of the event can be discussed among the target user groups first, which will increase the participation in the event and make it more spreadable later. The popularity of the topic before the event determines how strong the potential energy is.

3) Draft titles and content with high click-through rates.

Although we do not advocate the behavior of "clickbait", drafting attractive titles is an important factor influencing clicks, especially in today's increasingly expensive traffic costs. Increasing click-through rates can also reduce costs.

For operations students, title selection is a compulsory course. If you are undecided, you can brainstorm within the team, prepare several titles, and then conduct a small-scale test among the seed user group.

3. Analysis of the traffic generation effect of group buying activities:

The purpose of this event is to attract traffic to the venue, so an important indicator for evaluating the effectiveness of this event is how well the event attracts traffic to the venue.

By comparing the traffic data of the venue before and after the launch of the event, we can see the obvious pulling effect of the event. With the same traffic resources, PV and UV increased by more than 40,000 respectively, driving GMV to 2.53 million, bringing in higher-quality users.

But at the same time , I also saw some areas that can be improved, which I will use as a reference for the next event:

1) The overall bounce rate of the homepage of this event was 35.2%, proving that user engagement was relatively high.

However, the number of users who logged out also reached 36.8%. On the one hand, this shows that the event brought in a large number of new users, but on the other hand, it also shows that many users gave up participating due to login restrictions.

The lesson we can learn from this phenomenon is that we can put the login/registration process at a later stage and not require users to register or log in at the beginning of the activity. We can consider guiding them after they win the prizes, lowering the threshold for participation and reducing user loss during the user conversion process.

2) Since the event chooses to draw prizes at several important time periods every day, it can be seen that the website traffic has a significant pulling effect during the event draw period. The background traffic shows that the daily traffic peaks are concentrated at 12 noon and 9 pm during the draw period, followed by 5 pm, which is also a period with higher traffic.

Data shows that this type of activity has significant dissemination and concentrated traffic-generating effects, so more precise marketing can be carried out during the peak hours of communication activities, bringing more effective traffic to the venue while increasing transaction conversion rates. This requires the operations staff to make more accurate matches in the selection of products for the venue at the beginning of planning, and to communicate and negotiate with relevant operations staff to promote the smooth progress of the project.

3. Summary and Thoughts

Event operations often require corresponding event planning for holiday marketing, especially e-commerce operations, which often face the goal of raising GMV to "XXX" during holidays.

We cannot do activities just for the sake of doing activities, or just copy others just because they do an activity well. Instead, we must have a framework to grasp the essence and keep it consistent.

Taking increasing GMV as an example, we must first understand each indicator related to GMV (GMV = number of unique visitors (UV) * paid conversion rate * average order value), break them down one by one, and then take targeted measures.

Therefore, to increase GMV, we need to increase UV, improve payment conversion rate and average order value.

• To increase UV , from the perspective of traffic sources, it can be divided into external traffic acquisition, own user reach and social sharing.

With this breakdown, we can know that the 618 group buying to win iPad event belongs to social sharing. By reviewing the success or failure of this event, it will help us plan the next event and provide reference for planning the same method or other social sharing activities.

• Improve the paid conversion rate and consider the factors that affect the paid conversion rate, including shortening the entire paid conversion path, optimizing the venue homepage and product introduction page, etc.

Therefore, we should not only consider shortening the operation steps and page optimization in the event process, but also optimize the design of the venue homepage and product introduction page and optimize the paid conversion path. Only by perfecting the details of each step from a global perspective can users attracted by the activity purchase products and truly increase the payment conversion rate.

• To increase the average order value , we need to strive to increase the average purchase amount of each user, including through product combination sales, discounts on purchases over a certain amount, and other means.

Only by increasing the average order value can the average transaction amount of users attracted by the activity be increased.

Therefore, only by establishing a framework and effectively improving the various factors that affect GMV can we truly increase the overall GMV through activities!

Related reading:

1. Activity operation: an inventory of mainstream gameplay such as group buying, bargaining, and distribution!

2. Three key points of event operation: How to increase users’ willingness to participate in activities?

3. Event operation: How to do a live broadcast sharing that can attract 10,000+ users?

4. What you need to know about event operation | The basic process of operating online events

5. Event Operation: If these 4 points are met, there is no event that cannot be done well

6. Event operation: How to run a good event? Share 4 points!

7. Event operation: 6 common types of event link title copywriting!

8. Event operation, complete analysis of the gameplay of flash sales

9. Analyze Pinduoduo’s event operation system and coupon gameplay!

10. 5 techniques for event operation and promotion, and coupon distribution!

11. How to warm up for event operation and promotion?

12. Event operation and promotion, how to use H5 to create a hot-selling product?

author: Curry

source: Curry