APP operation: How to design an activity that users can’t stop

520 has just passed and the Dragon Boat Festival is coming soon. When you open the APP on your phone, you can already see many words about Dragon Boat Festival activities. I don’t know since when, the festival has become a major reason for APPs to hold activities. Even users know that there will be “bargains” during festivals and it’s time to open the app and take a look.

Similarly, operations managers also hope to organize some activities during festivals to improve various KPI indicators; but in fact, festival event marketing is a double-edged sword. If the activities are done well, they can certainly increase user activity and improve conversion rates . However, if the campaign is not done well, it will disappoint users and even cause user churn.

Before doing an event, there will be an event plan , and the core of event planning is event design. Simply put, it is how the activity is played. What should a good event design be like?

A basic support point

A good event should have a basic support point, which can also be called a core support point. This support point can be some kind of reward, such as a red envelope or cash reward; it can be some kind of benefit, such as buying air tickets at a 50% discount; it can be something valuable, such as an autographed photo of Messi.

Mobike’s Dragon Boat Festival event uses red envelope rewards, which is similar to Alipay’s “Five Blessings” event during the Spring Festival. The Mobike event allows users to collect rice dumpling ingredient stickers by riding the bike, and those who collect stickers for all five ingredients will receive a cash red envelope worth 55.5 yuan. However, compared with Alipay's "Five Blessings" activity, the threshold for Mobike is higher. Users need to scan the code to ride the bike and ride effectively for more than 2 minutes before the surprise payment will be credited to their account; the purpose of Mobike's event design is very simple, which is to stimulate users to use Mobike for travel during the event, which invisibly increases user stickiness.

Combine the supporting points to determine the form of activities

After determining the supporting points of the activity, what forms of activities can be used during the activity?

1. Big promotions: big promotions on holidays and anniversaries

The first common form of activity is big sales promotion. The nodes chosen are usually festivals and anniversaries. As long as there is an activity, there must be a reason so that users can be convinced. Users are more willing to accept choosing festivals for promotional activities, and it is also very helpful in cultivating user habits.

For users, promotions mean discounts and bargains. If you don’t seize the time to buy, you’ll lose out. Therefore, big sales are actually a form of activity that can attract a large number of users to participate.

When it comes to big sales, we can’t miss the two apps, Tmall and JD.com. Tmall holds the Double Eleven Shopping Carnival on November 11th every year, while June 18th of each year is JD.com’s mid-year carnival. These two dates were not originally holidays, but were packaged by the two major e-commerce companies into shopping carnivals and became promotional nodes. Tmall APP and JD APP have a lot of resources and financial resources to build momentum for their own events, so much so that they create a "shopping carnival". In fact, the nodes of the event are just an excuse to do a promotion.

2. Gift: I have a gift waiting for you.

It doesn’t matter if there is no festival, I still have discounts for you. As long as your discount is big enough, curious users will go to check out your event. You can attract customers to participate in the event by distributing coupons. Didi Chuxing often gives users taxi coupons when doing promotions . Food delivery apps such as Ele.me also give red envelopes to users.

Didi gift package

3. Competitive activities: must have high-quality content

Everyone has a competitive mentality. In any competition, they want to win a place, not to mention when there are basic material attractions such as rewards, benefits, and value. Therefore, competitive activities can attract users to participate. There are two points to note when choosing this form of activity:

1. For ordinary users, the cost of participating in competitive activities is relatively high, and they cannot participate by just moving their fingers. However, if you design the activity to be novel and interesting, users will want to try it when they see it. Therefore, try to design the activity to be novel and interesting as much as possible to attract more people to participate in the activity.
2. Whether the prizes are attractive and whether the event can attract users or even KOLs to participate are directly related to the prizes.

Weibo and the short video APP launched the "Dance Celebrity Week, Show Off Your Dancing Skills" event, in which contestants need to shoot videos of their own original dances. The prizes offered by the event are digital products worth thousands of dollars, and the most attractive thing is that there is also a chance to sign a contract with a celebrity. Dancers all want to become famous, and this signing opportunity is exactly what they need. This inspires creation to a certain extent and provides high-quality works for the event.

Competitive activities can not only attract a large number of users to participate, but also produce high-quality content, so most community apps will choose this competitive form of activity.

Officially start the planning activity

After determining the form of the event, we can start designing our event. There are two points to consider when designing an activity: the main gameplay and the auxiliary gameplay.

1. Main gameplay of the activity

This refers to activities set up to achieve the original activity goals.

The previously mentioned "Dance Celebrity Week, Show Off Your Dancing Skills" event aims to collect high-quality dance videos from users to enrich the content of the short video community. Therefore, the main gameplay of this activity is to use rewards to stimulate users to produce high-quality dance videos.

During the Dragon Boat Festival, eLong Hotel APP launched a hotel booking discount event. The purpose of the event is to increase user purchases, so eLong Hotel APP increases user purchase rates by lowering product prices. As long as you purchase through the APP, you can enjoy a discount of up to 400 yuan, and tickets to certain attractions are only 9 yuan.

2. Auxiliary gameplay of the activity

This means increasing the participation rate and attention rate of the event through some limited-time activities, such as sign-in, flash sales; or probabilistic activities, such as roulette wheel draws.

Suning APP has added auxiliary gameplay to the 520 "Pamper Yourself" event, selecting the 52nd and 520th users every day and giving out roses. Users who spend 520 yuan or more can also receive a customized little lion, which will be given to the first 1,000 people selected. This auxiliary gameplay further encourages users to participate in major activities.

MiYa APP also added auxiliary gameplay during the Crazy Play Festival.

The 0 yuan redemption activity will be launched at 10 o'clock every day. You can use Mi Dou to redeem goods for free, but the free goods supplied every day are limited. If you want to redeem free goods, you must always pay attention, which increases the opening rate of the APP and increases the attention of the event.

The sign-in activity is also an auxiliary gameplay. You can get one yuan for each sign-in day. If you sign in for 10 consecutive days, you can automatically redeem the coupon. However, if you miss signing in one day, the amount earned from the previous sign-in will be reset. The use of the sign-in function increases the opening rate of the APP. When users open the APP and see the discount activities they like, they will naturally place an order.

The auxiliary gameplay of the activity plays a supporting role for the main activity and also improves user stickiness to a certain extent.

Summarize

You already have a good idea, but how to get users to follow your activity ideas is more of a test of some of your activity details. In fact, in the design of an activity, more thought is paid to some details.

After mastering the above activity design methods, you don’t have to worry about doing activities in the future. Looking at the calendar, the Dragon Boat Festival and Children’s Day are coming soon. Have you started preparing for your operation activities?

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

The author of this article @活动盒 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map