How to design an efficient check-in activity? Here are 4 tips

Many APP operators will encounter the following two problems during their work:

• Users come to a new app, experience only some of the product features, and then exit and uninstall the app.
• The user retention rate is low and users do not use the APP frequently.

Recently, Box Jun found a solution to these two problems in the book " Growth Hacker : How to Achieve Explosive Growth at Low Cost". The book says that only when users discover the value of the product, that is, experience the aha moment, will they stay for a long time. So, when the product already has the elements to provide users with an "aha experience", what operations personnel need to do is to guide people to discover it more effectively.

Activities such as sign-in are a way to motivate users and guide them to discover the value of the product.

1. Sign-in methods and types

After the user completes the sign-in behavior, he or she can obtain other rewards such as gold coins, points, growth points, etc. In order to get these rewards, users will sign in according to the platform's requirements.

There are two ways to sign in, one is to log in, and the other requires the user to click a sign-in button.

1. Login = sign in, often seen in game apps. When a user opens the app, a prompt box will appear directly to inform the user that the day's reward has been received.
2. Manual sign-in: Users click the sign-in button to sign in. This sign-in method has a wider range of uses.

There are three types of sign-in: daily sign-in, cumulative sign-in, and continuous sign-in.

1. Daily sign-in: Users can get rewards by completing the sign-in behavior specified by the platform. The threshold is low and there is no accumulation.
2. Cumulative sign-in: The total number of sign-ins by users within a certain period of time. When the specified number of sign-ins is reached, the sign-in is considered successful and can be interrupted.
3. Continuous sign-in: The user completes the sign-in continuously within a period of time without interruption.

Among the three types of sign-in above, daily sign-in has the lowest threshold, followed by cumulative sign-in, and continuous sign-in has the highest threshold. When designing a sign-in activity, the higher the threshold, the richer the prize. In order to get prizes of higher value, users will sign in according to the rules set by the system.

2. Check-in activity design

An effective check-in activity is not only related to the type of check-in selected, but also closely related to the following four factors.

1. Method selection

(1) Related to product functions

The sign-in method is related to the product functions and can increase the usage rate of related functions.

When users enter the Candy Crush interface for the first time, a gift package box pops up. The gift package contains game props that can help users pass game levels. Of course, these props can be purchased, but it is this free reward that stimulates users to log in.

Users can receive red envelopes after completing the sign-in in the word-of-mouth APP. When users use word of mouth, they can offset part of the amount with the corresponding red envelopes.

(2) Not related to product function

The sign-in function has nothing to do with product functions, but it can increase the daily activity of the APP.

In order to increase user activity, the APP has added a sign-in entrance to the APP. After the user completes the sign-in behavior, he can receive the corresponding rewards.

After completing the sign-in in NetEase Cloud Music , you can receive points. These points have nothing to do with the functions of NetEase Cloud Music, but can be exchanged for items in the points mall. Most of the products provided in the Points Mall are customized products of the NetEase Cloud Music brand . In order to obtain these customized products, users will complete the sign-in process.

2. Reward Settings

Rewards are a prerequisite for users to complete the sign-in behavior. It is worth noting that when choosing sign-in rewards, you must set indicators for your sign-in activities.

When Twitter analyzed its user retention rate, it found that 90%-100% of users who visited the platform at least seven times in a month would remain on the platform until the next month. If you want to use check-ins to increase the number of user visits in a month, you can use the number "7" as the primary indicator of the activity. Of course, the more times users visit in the month, the better.

After setting the indicators, set prizes based on the difficulty of achieving the indicators.

In August, NetEase News APP launched the "Collect Chickens and Exchange for Gifts" sign-in activity, and set up a variety of gameplay:

1. Sign in to get coins.
2. On the third day of consecutive sign-in, the highest number of gold coins obtained is 99, and the number of gold coins obtained at other times is about 15.
3. When the number of check-ins is a multiple of 7, you will receive a gift package - seven-day use of NetEase News VIP.
4. Sign in for 15-28 days to get a lucky egg. Each lucky egg contains a grand prize. Users can check whether they have won a prize by opening the lucky egg.
5. After signing in for 28 days in total, the chick will be raised, and you can open a treasure chest and receive a new egg.

The "Collect Chickens and Exchange for Gifts" activity has a long period and uses multiple sign-in methods. Due to its long event period, the event also offers extremely generous prizes. The value of the prizes ranges from tens to thousands of yuan. Some can be exchanged for gold coins, while special prizes such as iPhone 7 can only be obtained by opening lucky eggs.

The setting of prizes is determined by the difficulty of the sign-in activity. The more difficult it is to achieve, the more high-value or limited prizes are needed to support the activity.

3. Copywriting incentives

Compared with logging in, users are more aware of manual sign-in behavior, which is related to the text prompts when signing in.

After opening Candy Crush, it will show you what items you have received that day and let you know that you can get them tomorrow. However, users were not told what items would be in the gift package for the second day. As for whether users would enter to claim the rewards the next day, it all depended on their interest.

After signing in on the JD.com app, a prompt box will pop up to inform the user that they have received the JD beans for the day, and emphasize that if they sign in for 3 consecutive days, they can get a JD bean gift package.

In the sign-in copy, the maximum benefit that can be obtained in the shortest period of time will generally be identified to motivate users to achieve that goal. When users complete their short-term goals, they will continue to be motivated to achieve larger goals.

4. Functional assistance

People are lazy. No matter how big the reward is, it cannot overcome the user's laziness. Therefore, when many APPs implement the sign-in function, they will design a sign-in reminder function. Too many message reminders are actually a nuisance to users. Therefore, the sign-in message reminder function can be turned on or off by the user.

The check-in reminder function is an auxiliary function for users, and for operators, it is a function to monitor the popularity of activities. When the usage rate of this function increases with the changes in the gameplay and prizes of the check-in activity, it means that the check-in activity is popular. Therefore, it is necessary to set up a sign-in reminder function.

Summarize

The existence of check-in activities can not only increase user activity, but also stimulate users to complete specified behaviors, guide users to experience the aha moment of the APP, discover the value of the APP, and thus stay in the APP and become loyal users of the APP.

This article was compiled and published by @活動盒(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century