An operational thinking model summarized from 1,000 events

As we all know, activities are a routine gameplay that is used in all walks of life; whether it is to attract new customers , activate or retain existing customers, or promote activation, there are various gameplay methods and routines. Even if you are a novice and do not have the ability to plan independently, you can copy a few cases that are suitable for you from other people's successful cases.

The e-commerce industry has the most diverse event operation methods among all industries. Double 11 has just passed, and the e-commerce industry’s event routines are varied. As an operator , do you have the habit of analyzing and summarizing the industry’s gameplay?

If not, it means you are not a qualified operator, because you don’t even have the ability to copy, let alone come up with innovative plans on your own!

1. Reflection on a failed case

Today I am not here to teach you how to summarize gameplay routines, nor how to innovate in planning, but to teach you how to optimize activities.

If you have basic imitation skills, then you can successfully complete the launch of an activity, but it does not mean that your activity will be successful once it is launched; the same routine, the same gameplay, and slight differences in execution can lead to qualitative changes in the results.

Let’s look at the following case:

The boss asked us to make a recruitment poster for a running community . We all know how to attract investment or spread the word through social networks. Xin Shi Xiang and NetEase have both come up with very classic methods. In theory, we can just copy them directly. And this classmate has already made many posters, so it shouldn't be difficult.

But when this classmate posted the poster, the boss was very angry and dissed him in the work group. The general meaning was: A person with 3 years of operation experience actually made a poster that not only did not accumulate previous experience, but also made more low-level mistakes.

Let’s briefly analyze this failure case:

1. The main problems of failed cases are as follows

(1) The title is not prominent or even has no title.

There is no valuable information for users in the entire poster layout, and users cannot grasp the main points at a glance. If users cannot read valuable information within 3 seconds, they will leave immediately.

(2) The layout is chaotic and disorganized

There is no regularity in the overall layout from top to bottom, as if it were randomly piled up.

Looking at the classic example on the left, it is not difficult to find that the entire poster from top to bottom includes: title, subtitle, benefits and value, recommendations from authoritative figures, and finally fees and payment methods.

The modules are clear, the overall layout is full and neat, and the key points are emphasized through colors and background colors, allowing users to quickly get the information of the poster and understand and make decisions within seconds.

(3) The painting style is dull

The author wanted to highlight the direction and content of the poster by using the image of a running figure, so he chose a very white style. Overall, the color scheme is too low-key.

Imagine: the main channels for disseminating posters are WeChat groups and Moments . If the color of the poster is not eye-catching enough, how can it catch the user's attention among so much information and trigger the user to click?

In addition to the above-mentioned prominent issues, you can make your own comparison and summary for the others.

From this case we know that even though we have many successful cases, it does not mean that we can make good things, let alone copy the success of others.

As the old saying goes: You have heard a lot of truths but still cannot live your life well.

Recently I was listening to a course on thinking models given by Li Shanyou, the founder of Chaos University. He said that everything in the world must have a reason, and I think this statement is very well said.

In the past year, I have been working on social marketing -related content. Through modeling gameplay tools , we have been able to quickly launch different activities in batches. In a year, we have accumulated no less than a thousand activities. We found that the factors that determine successful and unsuccessful activities are surprisingly similar.

Although the tools and gameplay are the same, there are always some activities that are vastly different, but there are also always some activities that have surprisingly similar data performance.

The factor that affects the effectiveness of the activity is actually the difference in the model used by the executors. The thinking model directly affects the executors' execution plan . By mastering this set of successful routines and reasons for failure, you will be able to carry out the event well, have good data performance, and achieve the established KPI. This is also the standard for judging your operational capabilities.

Everything in the world must have its reason, and what I want to share today is the routine model behind event operations to help everyone see the essence of the problem rather than superficial imitation.

2. What are the key factors that affect the effectiveness of activities?

We know that the factors that affect an activity mainly include the activity page and the channel , and each factor is broken down into more detailed dimensions.

Take an event of MissFresh as an example: users learn about the event through channels, and click to open it when they are interested. In the pop-up page, the selling point design of the overall page is critical, which determines whether users choose to exit or continue to execute the actions expected by the planner.

If the user is not interested, then what other information can attract the user to make a second choice instead of jumping out directly.

Activity landing page : development, visual design, copywriting , conversion path guidance

Promotion channels: promotional materials, copywriting, event entrance

MissFresh continuously conducts group operations and outputs activity information through concise copywriting.

Please note that the operations staff have specially converted the links into short links, including highlighting the selling points of the event in the pictures of the mini program links. When users enter the event page, the first thing they see is the top banner, followed by the "Receive Red Envelope" button, and other products at the bottom, so that users will not choose to jump out directly after losing interest in the coupons, and at least the user's stay time can be increased.

1. The impact of the activity page on the overall effect

First, let's look at the impact of the activity page on the overall activity. In daily cases, I find that the different structures of the activity page have a very large impact on the overall click-through rate and bounce rate. Everything from the height of the banner image to the layout of the click buttons have more or less impact.

For example, if we want to revise the entire channel venue, we have to go through a series of steps from prototype output to completed design, and then to development and implementation. When the page comes out, everyone thinks: Wow! The new version of the page is so high-end! So we replaced the entire version, but one day after going online, we found that the data had dropped sharply, so we had to switch back to the old version.

At the same time, through data analysis , we found the reason for the drop in click-through rate, and optimized it again. After the optimization is completed, we tested it with small batches of users and continued to optimize until the new version of the page is more effective than the old version, then we replaced it in full. The trend during the entire product iteration optimization test process is shown in the figure below.

Here I would like to share with you a case shared by Wang Ye, CEO of Yaohe Technology, about whether it is better to add a link or not when revising the homepage of the official website. In our opinion, this link may not have a big impact on the overall click-through rate.

But through A/B testing, we can intuitively conclude from the data that the click-through rate of pages with download links added is 244% of those without links added.

The example given here is mainly to illustrate the impact of the activity page on the effect. When we cannot judge the effect of the page at this time, it is best to choose multi-version testing, verify the feasibility of the method through data, and continue to optimize.

1. The impact of copywriting on activities

Words are the heritage of Chinese culture for thousands of years. From ancient times to the present, Tang poetry, Song lyrics and Yuan opera have all been compiled and passed down through words. Even today when pictures and videos are rampant, good copywriting can still soothe the soul and purify the mind. Good copywriting can still touch people's hearts and resonate with them.

So what makes good copywriting?

Good copywriting must be concise and directly hit people's hearts through various psychological tactics. Whether it is sarcasm, motivation, or chicken soup, they are all good uses of human nature.

Xu Zheng, the founder of MissFresh, said at a sharing session: In the two activities they run, one is to share a 30-yuan red envelope with friends and the other is to share a daily sign-in poster. Among them, 90% of users shared the red envelopes on the WeChat group channel, while less than 10% shared the daily sign-in poster on the social network.

More than 90% of users choose to share daily signature posters to Moments. In summary, the main reason for sharing literary daily signature posters to Moments is that Moments includes different people, including friends, family and strangers, and the purpose of users sharing is to show their own style.

When it comes to sharing coupons on social networks, it’s mainly with strangers and friends and family. Because they are strangers, they don’t mind how others view them when they share coupons. Because they are too familiar with each other, they are willing to share good things together.

This case illustrates that copywriting not only affects the effectiveness of an activity, but also affects user behavior.

Let’s look at this case. The click-through rate of this image and text is 5 times that of other images and texts in the same position. Can you briefly summarize why?

1. To sum up, there are several points

1. Picture atmosphere: Background picture combined with scene is more attractive
2. The benefits are clear: the free-to-get gimmick conveys free information, and users are more willing to participate
3. Brand effect: The brand logo is clearly visible, which reassures users of the quality. Of course, if the brand is very well-known or you want to build brand awareness through advertising, you can put it on it.
4. Information transparency: Product prices and quantities are clearly displayed to make users feel confident. The greater the quantity, the more encouraged it is to display it, so that users feel they have a chance of winning. However, it is not recommended to display too few quantities, because too few prizes will hinder users' enthusiasm for participation.

This reminds me of the recent "1 yuan flash sale" incident in the UK where Xiaomi was caught up in a scandal. Xiaomi only provided 10 mobile phones and was worried that the small number would affect user participation, so it did not disclose the information. However, because Xiaomi's event adopted a lottery model rather than a flash sale model, the British people misunderstood the copy, which led to complaints and dissatisfaction. I will not discuss time here, but I want everyone to pay attention to the application of data in advertising.

The above is the content of this sharing. I mainly share with you the key points of event planning from the perspective of activities and copywriting. I will continue to make more summaries and sharing for you in the future. If you are interested, please follow my official account for more communication and learning.

Yesterday was Thanksgiving. Thank you all for your support. Let’s work hard together!

Source: Near Earth Magnetic Field PM Camp (jdccPM)