How to motivate users and achieve user activity?

Someone once asserted that tool apps are doomed to die. Why? The attribute of traditional tool apps is “use it and leave it”. After users use it once, they close the app and are not very dependent on it. In fact, tool apps will not die, but will become valuable.

Tool apps will play an auxiliary role for users, helping them complete their work or even achieve their goals. But people are lazy. They install dozens of apps on their mobile phones, make plans for themselves, but abandon them after a while. A good APP will establish a corresponding user incentive mechanism to help users overcome their own laziness.

This article focuses on the operation of educational tool apps as an example to analyze how educational tool apps should establish user incentive mechanisms.

1. User incentives are a means

User motivation refers to using one or a whole set of methods to stimulate users and encourage them to use the APP for a longer period of time. User incentives can be used to stimulate users throughout the entire life cycle of the APP.

2. Some common motivational methods

What are the commonly used user motivation methods and how are they used? Let’s first look at the 5 most basic user motivation methods.

1. Virtual Glory – Head Street

In the design of the first street, a progressive design will be adopted, and the growth cycle will be relatively long. Titles represent a kind of virtual honor that can be viewed by other users and is used to highlight the unique status and value of the user with the title. Once a title is awarded, it cannot be cancelled or downgraded.

The use of user headers requires almost no operating costs. When there is not much budget, you can consider using this incentive method to motivate users.

Toujie – Lyrics

The Leci APP uses the name of the education stage as the title. After completing the actions specified by the Leci APP, you will gain experience points. After accumulating a certain amount of experience points, you will get the corresponding title.

2. Rights and interests are related to level

Like titles, levels are related to user activity or contribution, but levels are more of a growth value. As long as the user's activity or contribution reaches the amount specified by the system, they can have relevant rights and interests.

Since different levels have corresponding rights and interests, the higher the level, the more rights and interests you enjoy. So the level can be increased or decreased.

Levels – Onion Math

The level of the Onion Math APP is related to points. You can get points by watching learning videos, completing exercises and other related actions. The more points you have, the higher the level. When the level reaches LV3, you can unlock the ability ranking function.

3. The medal is unique

Medals are different from titles and ranks. Medals correspond to single events rather than progressive events. A badge is a display that users receive after completing a single event. Some badges are extremely scarce and can motivate users to complete specified tasks to the greatest extent.

There is another way to play with medals. After collecting a limited number of medals, you can redeem them for a medal that is uncollectible or more interesting. In the design of this gameplay, there are usually one or two extremely scarce medals. In order to redeem medals, users will spend a lot of energy to complete tasks, which motivates users to a great extent.

Medal – Scallop Words

In addition to daily medals, the Scallop Word APP also adds rare holiday medals. The design of holiday medals is more beautiful than ordinary medals, and they are only available at specific times, which can motivate users to complete tasks.

4. Ranking and Competition

Ranking systems are common in games , where users compete with each other to determine the winner and generate a ranking. Everyone has a sense of competition, and it is this sense of competition that drives users to continue to work hard. Complete the task again and again.

Ranking and Competition – Homework Help

Users can match themselves with opponents and compete with them by answering questions. The Zuoyebang APP provides data statistics, which can intuitively show the user's ranking and winning rate in the competition. Stimulate users to compete again.

5. Points are common but varied

Users can earn points by performing actions recognized by the system, such as signing in, watching videos, doing exercises, PK, etc. The points earned can be used to redeem gifts or upgrade levels. It should be noted that if points can be exchanged for physical prizes, the quantity, source and cost of the prizes need to be confirmed in advance.

Points – 100wordzhan

By signing in daily, you can get BangBang coins, which are points. Continuous sign-ins can earn you BangBang coins corresponding to the date. Once the sign-in is interrupted, the points will be counted again. When the BangBang coins accumulate to a certain level, you can redeem them for prizes in the mall.

3. There are methods to motivate users

The design of all APP products must return to the process and the corresponding scenarios. The same applies to the design of user incentives. The following takes the word-memorizing function of Hujiang Happy Word Field as an example to analyze how operators should design user incentives.

Before analyzing, let’s first understand the process of user incentive design:

1. Restore the business process diagram

Sort out the business process diagram of your own APP, think about which life cycle the APP is in, and what stimulation it can provide to user behavior.

Hujiang Happy Word Field is based on the educational website Hujiang Online School. Although it has a large user base, how to help users overcome laziness and memorize more words is the main user motivation goal at this stage.

2. Select the nodes that can be stimulated

After drawing the business process, select the stimulable nodes and stimulate them using virtual or physical methods.

The user needs to complete 40 questions for each level, but has only 9 life points. If the life points are used up, the level will fail. "If I have one more life point, I can pass the level successfully." Taking advantage of the user's psychology, the life point can be selected as the stimulus.

Another exciting point is that you can choose the number of stars to get. Every time a user passes a level, he or she can get corresponding stars, and the total number of stars will be displayed on the leaderboard. The ranking on the leaderboard is a recognition of the user's efforts. People have a sense of competition. The higher the ranking on the leaderboard, the better. This will stimulate users to complete the specified behavior.

In order to stimulate users, it is necessary to use prizes and other methods. When setting prizes, you can use virtual or physical objects based on existing resources.

3. The selection of stimulus measures should be combined with the product

For any APP, products and operations are inseparable. When talking about products, we need to talk about usage scenarios. The method of user incentives needs to be selected based on user behavior in certain specific scenarios.

Match incentives based on user behavior

Stimulus point 1: Health value

• Single action: Successfully pass the level without consuming any life points, and directly give one life point.
• Continuous behavior: Clear 5 levels in a row to gain a life value.
• Repeated behavior: Points. You can get one life point for every consecutive month of signing in.

Stimulus point 2: Number of stars

• Continuous behavior: Each time you complete 8 levels in a row, you will get double stars.
• Continuous behavior: Enter the leaderboard twice in a row to get double stars.

4. Online user incentive mechanism

Before the user incentive mechanism is launched, single behaviors and repeated behaviors should be prioritized first. These two behaviors are the most commonly used in daily use. Consider continuous and creative behaviors later.

5. Monitoring and Adjustment

Data plays a monitoring role in the user incentive system, and the incentive system can be adjusted based on background data.

Summarize:

What is introduced above is a basic method of using user incentives. User incentives are an indispensable operation method in user operations and are also a basic skill for every operator. A good operator should have an operational mindset . After using the above methods to build a user incentive prototype, the focus should be on thinking about in what aspects this user incentive prototype can be reused, whether it can be extended, and whether there is any possibility of expansion?

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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