A look at JD.com's Double 12 bounty campaign from the perspective of the AARRR model

This article provides a comprehensive analysis of JD.com’s Double 12 event this year from the perspective of the AARRR model .

When I woke up this morning and opened WeChat , I saw the same message on many groups: [JD 12.12] The bounty road has been opened, friends, please lend a hand

In addition, several classmates came to me yesterday to ask for help in ordering JD.com’s red envelopes, which made me interested in JD.com’s Double 12 event this year. I planned to experience and analyze it, mainly from the perspective of the AARRR model.

1. A AR RR Model

First, let me introduce the AARRR model. The AARRR model is the abbreviation of Acquisition, Activation, Retention , Revenue, and Refer , which corresponds to each stage of the product life cycle . No matter which stage it is, it revolves around the middle users and provides them with valuable products and services.

1. Acquisition: For a product, the first thing is to acquire users, that is, to attract new users . If there are no users, the birth of the product will be meaningless.
2. Activation: After users use your product, you need to consider how to make them active, that is, to promote activation. A product with low daily and monthly active users is difficult to survive, just like some communities . At the beginning, everyone is very active when they join the group, but over time no one speaks anymore, and the occasional posts are all advertisements. Such a community is a dead group, and it is difficult to carry out the next step of operation .
3. Retention: After acquiring users, a product needs to consider not only user activity but also retention. For a product, the cost of acquiring a new user is much higher than the cost of maintaining an old user. Therefore, it is necessary to retain users and increase user stickiness to the product.
4. Revenue: It also means conversion . Making products is not about charity. Profit is the ultimate goal. Therefore, we also need to consider the conversion of users to bring revenue to the product. Conversion is also divided into one-time conversion and long-term conversion. For one-time conversions, you can consider the user's feelings less. Once a user comes, you just need to make him pay. It doesn't matter whether the user stays or leaves. Products that only focus on one-time conversions often fail to leave a good impression on users (unless that one conversion can provide services that users feel are worth the money). Long-term conversions are what most products need to consider now. In each conversion, try not to harm the user's interests, give the user a feeling of getting a good deal, and allow the user to continue to bring value to the product.
5. Refer: Sharing is to get more exposure for the product and continuously inject new users and traffic into the product. Today's products are more focused on self-propagation, allowing users to spontaneously recommend and share, and utilizing the relationship chains of social networks to spread the product, thereby greatly improving the credibility and exposure of the product.

2. JD.com Double 12 Bounty Campaign

Here is an introduction to the gameplay of Bounty War:

How to play: Obtain points by completing specified tasks. Points will be automatically reset at 24:00 every day . The points obtained can be used to open treasure chests. The treasure chest can only be opened when the points value reaches the threshold. Each level of treasure chest can only be opened once a day. There are four thresholds for the bounty campaign. You can get 2 points by signing in, 10 points each for shopping and visiting the venue, and 46 points for inviting friends to help. You can get another 1 point every day by becoming a member.

Event time:

1. Activity period: December 6, 2018 - December 12, 2018
2. Bounty usage period: December 6, 2018 - December 13, 2018

There are other rules, but I will only pick out a few of the more distinctive ones here:

1. During the event, each user can help other users 5 times a day, but can only help the same user once a day (which helps to introduce different traffic).
2. There are four levels of treasure chests in total. The fourth level treasure chest can give out a maximum bounty of 1,212 yuan. The number of treasure chests is limited, and there is only one level 4 treasure chest worth 1,212 yuan (a sufficiently large amount of money can offset the user's consideration of the probability of winning to a certain extent).
3. There is no usage threshold for the bounty, and it can be used in combination with other assets, but it cannot be used to offset shipping costs (no usage threshold can make it more attractive to users).
4. The bounty can be used on JD.com main site, JD.com mobile version v7.2.0 and above, JD.com M version, WeChat JD.com shopping, JD.com mobile QQ shopping and other channels .

3. Analysis through AARRR model

1. Get users & spread

Here I put user acquisition and dissemination together for analysis, because this activity basically requires users to share and disseminate, and sharing and dissemination can drive other users and achieve the goal of acquiring users, so they are analyzed together.

By signing in, browsing products, and visiting the venue, you can only get a maximum of 22 points (25 points are required for the second treasure chest), and 68 points are required to reach the threshold for opening the fourth treasure chest. Therefore, if users want to get more rewards, they must invite friends to help, otherwise they can only get the reward for the first treasure chest (I got 1.94 yuan, which is so little). In the process of letting friends click to help, the event will be exposed for the second time, thereby bringing traffic to the event.

Each user can only assist 5 users, and the points obtained for each assistance are floating. I have provided assistance 5 times, and the points obtained for each assistance were 2.6, 2.8, 7.6, 7, and 7.4 respectively.

I don't know what the maximum number of points I can get for support is, assuming it's based on the average of my five times, which is about 5.5. To get 68 points, you need at least 12 people to support you. In other words, if a user wants to get 68 points, he needs to invite 12 people to click on it. The effect of 1 leading 12 people is quite high.

At the same time, I also noticed that this event can only be shared through WeChat friends ( WeChat groups ) or Moments . From the sharing path:

1. WeChat friends: high click-through rate and good traffic acquisition effect;
2. WeChat group: The exposure effect is good, but the click rate is lower than that of WeChat friends. It is easy to flood the group with messages, causing harassment to some users.
3. Moments: The exposure effect is good, but it involves the image issue of Moments. It is estimated that the number of people sharing through Moments will be less than the number of people sharing through friends and groups.

Therefore, I think the order of users' choices is: WeChat group > WeChat friends > Moments . This also involves the analysis of the communication effects of different channels. This event can only be shared through the WeChat channel. On the one hand, it is conducive to the concentration of traffic and the monitoring of effects, reducing resource investment in other channels, and a single channel is easier to maintain; on the other hand, for WeChat, it can also increase its opening rate and usage time.

However, reducing the exposure channels of an event is generally not conducive to wider dissemination of the event. Therefore, I guess that this time the only dissemination and sharing through the WeChat channel may be because JD.com has realized that the traffic and conversion effects of other channels are not as good as WeChat, so it focuses on WeChat.

In addition, friends need to bind their JD.com accounts when they click on the app, and those who do not have a JD.com account need to register first, which also indirectly introduces new users to JD.com.

1. Activate User

In fact, I haven’t opened JD.com for a long time, but this time I learned about this event through my friends’ sharing and the screen-sweeping in the group. User sharing and dissemination can actually be defined as activation, but it is just through user A that activates user B.

The sharing title of the event is [ JD 12.12] The bounty road has been opened, friends lend me a hand; the sharing copy is the maximum is 1212 yuan, and I will continue to buy and buy as I recover like crazy.

For e-commerce platforms, the most basic need of users is shopping, and what is directly linked to shopping is the amount of consumption. Therefore, using monetary and discount incentives can increase the appeal to users.

The copy here uses a higher interest point of " up to 1,212 yuan " to stimulate users to click. Compared with the discount of a certain product, the numerical stimulation of 1,212 yuan can attract more users' attention. In addition, the "friends" in the copy wish me a helping hand. I believe that users will still click through the channel of privately sending messages to friends on WeChat.

1. User Retention

The bounty campaign will be held from December 6th to December 13th, for seven consecutive days. I believe that few users can persist in collecting 68 points in seven days. The traffic trend of such an activity should be a curve with high ends and a low middle.

Since the points are reset every day, it is difficult for users who have participated in the event to participate in multiple events unless they receive a bounty that is impressive enough from the beginning.

If you want to increase the retention of the event, first, you need to give users who participate in the event enough incentives , that is, after opening the treasure chest, they can get a bounty that is enough to impress the users; second, cancel the rule of daily resetting of points , which will help increase the number of times users open the event, and users can accumulate enough points through multiple sharing over multiple days.

However, if the rule of daily resetting points is cancelled, the amount of bounty in each treasure chest will need to be increased accordingly, to a level that can encourage users to take multiple actions. However, this will undoubtedly increase JD.com's investment in the event. At the same time, due to the extension of the user action cycle, the effect is more difficult to test. Therefore, in my opinion, it is necessary to reset the points every day, which can also encourage users to speed up sharing actions.

1. User conversion

The bounty can only be deducted through shopping on JD.com, so as long as the user participates in the event and obtains a certain amount of bounty (most of my classmates today can get a bounty of more than ten yuan through the event, and they all expressed their willingness to consume), most users should be willing to use the bounty to deduct through consumption. From this point of view, this activity can play a certain role in increasing user consumption rate.

However, this activity essentially uses pure interest incentives to encourage users to convert. As for the final conversion effect, it remains to be observed.

A little thought:

1. The AARRR model is an operational thinking model. When designing an activity, you can consider the aspects of user acquisition, user activation, user retention, user conversion, and communication and sharing, so that the activity can generate sufficient value for users.
2. Activities are increasingly focusing on the self-propagation of traffic. When designing activities, you can consider letting users spread the word, which can be done by setting rules in the form of gameplay;
3. For users, incentives such as money and other benefits will never become obsolete, and pure monetary incentives can make activities more attractive to users. To organize an activity, you need to find a place that fits the interests of users (the bounty campaign fits the psychology of letting users take advantage and make money), so that the activity can achieve good results.

Thank you for your patience in reading this. You are welcome to correct me and exchange your thoughts.

Source: Wow