Fitness APP operation: turn users into little fairies who stick to you

In recent years, the fitness trend has been on the rise, and everyone can more or less see friends checking in at the gym on WeChat Moments , but how many people can really stick to it? Exercise itself is a very tiring thing. For those users with poor self-control, it is even more difficult to do it for three days and rest for two days. How to help users overcome their own laziness is a problem that fitness apps must solve.

Whether in terms of product design or operation , fitness apps are all centered around incentives, with the ultimate goal of helping users develop habits.

1. Check-in

Punching in is a common way to motivate users. The check-in methods in fitness apps can be generally divided into two types. One is to add a check-in function to the product design, and the other is a check-in method that combines product design with operations.

1. Product Design

The first type is a sign-in that relies solely on product design. Users open the APP and click to sign in, which is considered to have completed the sign-in. This clock-in design may be useful for other types of apps, but the ultimate goal of fitness tool apps is to get users exercising. Users only complete the check-in behavior, not the exercise, so this check-in method is not efficient for users. However, in order to increase the DAU (daily active users) of the APP, this sign-in method still exists in fitness apps.

2. Combination of product design and operation

Another way to sign in is to combine products and operations. Take Keep as an example. After the user completes a set of running training, the APP will display the data analysis of the user's running process. At the end of the data analysis, the user will be prompted to complete the sharing behavior. If the user only shares to the Keep community, the page will continue to pop up and ask the user whether to share to other social platforms. This product design method of sharing to the user's social circle is actually very clever. If the user is only enthusiastic for three minutes and stops exercising after a few days, his friends will come to ask "Why don't you exercise?" (Don't ask me why I know)), which also serves as an incentive for users.

When users share their data to the Keep community, they can add topics initiated by operators to complete the clock-in. When other users open the community, they see so many users insisting on checking in and their physical condition slowly changing. Then they think about themselves, isn’t the original intention of using a fitness app to stick to exercise and change themselves? If others are so persistent, what reason do they have to be lazy? Then just quietly open the training video and start exercising. Doesn't this motivate users?

Clicking to punch in reminds users that they still have things to do, while the act of sharing the punch in motivates users in their lives. People around them are so persistent, so they shouldn’t give up either. It is this kind of psychological suggestion that motivates users.

2. Medals and Rank System

Both medals and rating systems require users to accumulate experience , which is very helpful in motivating users and forming habits.

1. Medal

Medals are often used to motivate users. Users only need to complete behaviors recognized by the system to obtain corresponding medals. In terms of the classification of medals, they can be divided into ordinary medals, rare medals and event medals. After users complete a single action, they can obtain ordinary medals. Scarce medals need to accumulate to a certain number before they can be exchanged, and event medals require users to participate in events to obtain them.

In terms of badge design, the more beautiful the badge is, the rarer it is, and the more users will want it. Users will work hard to complete the behaviors specified by the system in order to obtain the medal, which has a certain incentive effect on users.

2. Hierarchy

The rating system also has a strong incentive effect in fitness apps. Gudong APP has also incorporated a rating system into its product design. Gudong APP accumulates users' exercise time and then matches users with corresponding levels based on all their time. The longer the exercise time, the higher the exercise level.

The reason why medals and ranking systems motivate users is that these things require long-term accumulation by users. Moreover, these honors will be displayed on their personal homepages, which is a proof of the user's long-term persistence. When the things that users have persisted in for a long time are recognized by the system and other people, users will naturally be motivated to continue.

3. Online and offline activities

Activities are actually a way to motivate users. The Gudong APP once launched the " Chengdu Women, Half Online Marathon" event. Users can be considered to have successfully completed the race by signing up on the event page and completing the specified mileage in one go.

After the user completes the competition, Migu APP will distribute the event prizes based on the time of the user's payment. This activity is aimed at female users . The copy on the activity details page is quite touching, "A thin body has the most powerful light." Women who usually look weak also have huge energy. Why not give it a try? Seeing this, I was also tempted. The event is a women's marathon, so the prizes are specially designed for women - pink pendants.

Launch an interesting event and use limited items as prizes. Users who are usually lazy and unwilling to exercise will also start exercising because they want to get the prizes of the event. The purpose of motivating users to exercise is achieved.

4. Direct cash payment

When your users are completely lazy, why not use cash incentives?

The Yuedongquan APP incentivizes users in the form of red envelopes. When a user opens the APP for the first time, the sign-in function will be triggered, reminding the user to sign in and receive the red envelope reward.

In addition to signing in, you can also get red envelopes by using the APP to complete exercises, share, participate in challenges, etc. By opening the APP to trigger the corresponding page function, check-ins and recent activities are presented to users, which greatly improves user participation.

Summary: User incentives for fitness apps are more to help users overcome their own laziness, which is consistent with the original intention of users to use fitness apps in order to stick to exercise. If you can provide good user incentives and help them stick to exercise, they will definitely become loyal users of your fitness app.