Useful information + cases | In-depth analysis, how to punch in and sign in effectively?

What I want to share today is “punching in and signing in”. Simply put, the purpose of punching in and signing in on some apps is to increase user stickiness. However, punching in is actually a universal operation method, because you can use the design of punching in to guide users to complete anything you expect them to do.

The article is long and has the following structure:

• First, the gameplay of content check-in was summarized through the mini program "Xiao Daka";
• Then, through some APP cases, the gameplay of button punching was summarized;
• Finally, let’s summarize a “universal check-in” method that can guide users to achieve many goals.

How to play content check-in?

First, let’s take a look at the mini program “Xiao Daka”. Xiao Daka is a tool product that provides various ways to check in. Friends who are interested can search for "Xiao Da Ka" in the mini program.

In the small check-in app, you can create your own check-in circle. I entered a circle recommended on the homepage. As shown in the figure: You can see that Xiao DaKa provides the following check-in related functions: check-in, check-in contract, check-in calendar, ranking & medals, and reminding friends to check in.

Next, we will break down each punch-in function one by one. Let’s see what marketing strategies are worth learning from.

1. Core Functions

(1) Check-in

The check-in in Xiao Daka is not like the check-in in many APPs, where you just click the check-in button to complete the check-in. Instead, the check-in is completed in a way similar to posting a diary, that is, allowing users to generate content to activate the check-in circle. The check-in method provides input methods such as pictures, videos, voice, and text. It’s more like a forum, a community than a check-in.

This way of checking in by generating content is very different from clicking the check-in button. The check-in method of generating content can further activate users, allowing them to interact in this circle and produce content. The method of clicking the check-in button is now adopted by many APPs. This method is very simple and can help increase the opening rate of the APP through a certain reward mechanism.

This kind of check-in method of generating content is also currently being used by the sports app, Keep. As shown in the picture below: there are check-ins for meal, running, etc.

Therefore, this way of generating content by checking in requires users to be grouped in the same circle. It is more suitable for some communities and educational products, which require companies to segment and group users. However, it is difficult for e-commerce platforms like Taobao to do such content check-ins, because you buy snacks and I buy electronic products, and content check-ins do not have the effect of enhancing user interaction.

(2) Punch-in Contract

This activity requires users to pay a certain amount of contract fee. I paid 20 yuan to participate in this check-in activity, but after completing the check-in for several consecutive days, everyone can share the total prize money.

The essence of this activity is no different from clicking a check-in button for a certain number of consecutive days to get a certain reward.

All of them encourage users to keep checking in by rewarding them. But there are also differences. If the user misses a check-in after clicking the check-in button, he will feel a sense of loss, and this sense of loss is also related to the size of the reward for consecutive check-ins. If you check in for 10 consecutive days and get a reward of 1,000 yuan, then if you miss one day, the user will feel very uncomfortable because he has lost 1,000 yuan.

But if you check in for 10 consecutive days and get a reward of 1 yuan, I think many people will forget to check in. This is the disadvantage of this method of checking in by clicking a button. But contract punching is different, it takes advantage of people's commitment psychology. After paying a 20 yuan contract fee, if you don't come to punch in, then it's not a matter of how much money you lose. But if you breach the promise you made to someone else, it becomes a credit issue.

So, to sum up: both clicking a button to clock in and contract clocking in stimulate the user's sense of loss, but the former loses external rewards, while the latter loses inner integrity. The perception is completely different. The more painful it is, the more it stimulates the user.

2. Accessibility

(1) Check-in calendar

Simply put, it is a statistic of how many days you punched in and how many days you missed. However, this function is actually an auxiliary to the punch-in and contract punch-in mentioned above. Its function is to stimulate users' sense of loss at a deeper level.

Here is an inappropriate example:

The users are already in a lot of pain, and then they are stabbed again. But this is what marketing requires. The more it can stimulate people's emotions, the more effective it will be. Even if the emotion is negative.

Back to the point, if the user sees that a punch-in is missed, this is a hook that will trigger the user's commitment because the contract punch-in is used. So, if you miss a check-in, they will use a hook to hook you, intensify your pain, and make you come back to check in "honestly".

(2) Ranking & Medals

It is still an aid to clocking in and contract clocking in. If the clocking in calendar is exacerbating users’ pain points, then rankings and medals are exacerbating users’ competitive mentality. By ranking users and awarding them medals, we encourage users to check in more diligently. This auxiliary gameplay is a combination of gamification and punch-in. If I were to write an article, I could probably write an in-depth article, but I’ll skip that here.

Remind your friends to check in:

It still serves the clock-in and contract clock-in services. In this function, there are two roles, one is the reminder and the other is the person being reminded. The reminder person can earn points by reminding those who have not checked in. The points can be used to improve the ranking and get medals, so the reminder person is willing to do this.

When the person being reminded receives a reminder and is told that he or she has not clocked in yet, the feeling is different from receiving a system push notification and being told that he or she has not clocked in yet. The sense of urgency when receiving reminders from others is stronger, and the person being reminded will think, "Others have already punched in, I must also punch in quickly, otherwise all my contract money and bonus will be lost."

How to play button punch?

If "small check-in" means content check-in, it is a way of playing that tends to be social. For the simple and crude button punching method, is there any "routine" worth learning?

Let me share two cases below, namely Taobao and OFO .

As you can see from the clicks and check-ins in the picture, they are actually all common. Just click the check-in button every day and you can get rewards by signing in continuously. But there are a few small points to note:

1. Users do this at least once a day;
2. It takes less than 30 seconds to complete;
3. It takes very little effort.

Regarding clicking the button to check in, I will summarize the reward rules:

Punch card type:

• Continuous check-in: You must check in continuously to get rewards;
• Cumulative check-in: Users can check in intermittently and receive rewards after a certain number of check-ins.

Reward Rules:

• Periodic winning: every time you check in a certain number of times, you can get a certain reward. The rewards will continue to cycle according to the number of check-ins. For example: If you get 1 point for every 3 times you check in, then you will get 2 points for 6 consecutive days.
• Step-by-step winning: Taking points as an example, you can set it to get 1 point for checking in 3 times, and 10 points for checking in 6 times. So after checking in for 6 days, the points are 11.

What is the universal punch card? How to play?

If content check-in and button check-in are both for increasing user stickiness, user activity, and giving users some rewards, then it is really a waste of resources. Punching in can guide users to complete anything you expect them to do. Of course, this requires some methods, which is the "universal punching in".

An example:

If you want to encourage your friend to lose weight, then encourage him to exercise for 30 minutes every day, and you can get certain rewards. But your friend may not be able to stick to these 30 minutes, what should he do?

• Drink a glass of water after getting up in the morning and give a small reward;
• After drinking water, change into sportswear and give a small reward;
• After changing into sportswear and completing the first 10 minutes of stretching exercises, give a small reward;
• After completing the second 10 minutes of aerobic exercise, give a small reward;
• After completing the third 10 minutes of yoga, give a small reward.

This is the so-called "universal punch-in" template . In content check-in and button check-in, the daily check-in operations are actually the same. Therefore, this at most increases the user APP opening rate and cultivates the habit of opening the APP. Since the “universal check-in” can guide user behavior, it can effectively achieve more operational indicators.

Examples:

Let’s take an art education institution we once served as an example to illustrate how to use the “Universal Check-in”. (No screenshots are provided for relevant business data)

(1) Background

This art training institution is a platform that offers free online art trial courses. Its profit model is to divert online traffic to offline training institutions to sign up for studies, thereby earning the difference in training prices.

(2) Objectives

Direct users to offline training institutions.

Goal breakdown (path to achieve the goal):

Step 1: Comment on other people’s sketches.

Step 2: Let others comment on your sketches and find out the shortcomings.

Step 3: Take free online sketching courses.

Step 4: Go offline to register for offline courses.

Step 5: After studying for a period of time, ask others to comment on your sketches again.

(3) Event planning

• Step 1: Sign a sketch learning commitment letter online, promising to improve the score of your sketch work to above 90 through 3 months of sketch learning. If you achieve the goal, you will be rewarded with 300 yuan in cash.
• Step 2: You can receive a 10 yuan scholarship by commenting on other people's sketches every day. This needs to be completed within 15 days before signing the letter of commitment, and you can accumulate a 150 yuan scholarship.
• Step 3: Publish your own sketches and let others rate them. If you complete them within one month, you can receive a 100 yuan scholarship.
• Step 4: Take free online sketching courses every day and receive a 5 yuan scholarship every day.
• Step 5: The scholarship can be used to offset offline registration tuition fees. After completing the offline course, publish a sketch and if the score is higher than 90 points, you can receive a cash reward of 300 yuan.

(4) Activity analysis

This activity is actually also a check-in, but it is not about clicking a button every day. The purpose of the activity is to get users to sign up for offline courses, so a five-step implementation path is designed to guide users to eventually sign up for paid courses. However, if we directly promote to new users and recommend offline courses, the payment conversion rate will not be high.

Through five steps, users can get rewards at each step, and each step is not difficult to execute. This process helps to increase the user's payment rate. Similarly, this process is also a process of cultivating new users.

The event not only offers daily check-in rewards, but also large rewards for signing a letter of commitment. This is an incentive for users, and for companies, it is nothing more than a discount on offline course tuition.

(5) Universal punch-in template

Next, I refined the universal punch-in into a template so that you can use it right away.

• Goal Setting: Setting operational goals;
• Design a path to achieve your goal: Based on the goal, break it down into multiple easy-to-complete steps;
• Design rewards for each step;
• Design rewards for achieving goals.

summary

Today I shared 3 types of check-in methods.

1. Content check-in is suitable for social groups and community products with certain user segments;
2. Button check-in is more common and is mainly used to increase the check-in rate of APP;
3. The universal punch-in is designed based on more operational goals, requiring users to complete a small goal every day in order to achieve the company's ultimate operational goals.

Finally, I made a mind map of the clock-in routine I shared today and gave it to everyone:

How do you work with your product clock-in?

Welcome to discuss in the comment section!

Author: Qi Jie, authorized to publish by Qinggua Media .

Source: 2 Minute Marketing