What have I learned after two years of working on event products?
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In the past two years, I have made some products for the company's operations department for event promotion, which I will call "event products" here. In the actual operation process, I found that there are still certain differences in the development and maintenance of event products and regular products. Here I would like to share with you the difficulties I encountered in making such products in the past two years and some shallow experience I have accumulated. First of all, let’s talk about event products. My definition is a series of H5 pages that help the company to publicize and promote online events . Compared with conventional products, event products have the characteristics of short cycle, strong timeliness and easy dissemination. I was not very familiar with event products when I first took over, and encountered many difficulties in the process. The purpose of writing this article is to provide some help to readers who have just come into contact with event products or are preparing to come into contact with event products. To make it easier for readers to understand, I will divide the event product development process into four stages: product demand period, product development period, product launch period, and product end period. I will talk about what we should pay attention to in each stage when developing an event product. 1. Product demand period 1.1. Ensure that the requirements can be completed within the specified time Why put “finishing on time” first? First of all, event products are often very time-sensitive. For example, some holiday event products have a fixed time, so the product must be completed at a fixed node. When we are working on regular products, the launch time is often flexible, but this cannot be postponed for event products due to their timeliness. Therefore, before making event products, we must plan our time reasonably to ensure that the project is launched on time. Here are some ways to plan your time properly: 1.1.1. Clarify activity goals and ensure the main process Generally speaking, when we get an activity plan, we often need to do "subtraction" and delete some unreasonable demands. So how can we do subtraction effectively? First of all, it is necessary to clarify the goal of the activity. Because the nature of the activities is different, their goals are also different. For example, some activities are aimed at "attracting new users" and increasing the number of new users; some activities are aimed at giving back to old users and increasing the activity of old users. Before we make subtractions from the plan, we need to clarify the activity goals so that we can more accurately identify unreasonable demands. However, not all activity plans will directly write out the goals. Some plans even give people an ambiguous feeling. Therefore, product managers need to confirm the activity goals through various channels. For example, carefully reading the activity plan and communicating with the activity planner are good ways. After confirming the activity goals, the work will become much simpler. After clarifying the activity goals, the next step is to sort out the requirements from the activity plan. The priority of the requirements is ranked from high to low based on the relevance to the activity goals. The safest way is to divide the requirements into two parts, giving priority to requirements that affect basic functions. Secondly, the need to optimize the experience should be met after the basic functions are completed. Although this approach is conservative, it ensures that there will be no product delays to the greatest extent possible. 1.1.2. Hold a requirements review meeting After organizing the requirements in the plan and prioritizing them, it is important to convene the heads of each product department to hold a requirements review meeting for the following reasons: (1) Involving all departments during the demand confirmation phase can help discover some unnoticed blind spots during the demand period and avoid wasting time due to demand issues during the development period. (2) Face to face, the heads of different departments can have a more in-depth discussion on product development issues, which will lead to better coordination and improve product quality and development efficiency. (3) The development time of each part of the product is estimated by the person in charge of that part. Such demand scheduling is more in line with the actual situation. If the estimated time is insufficient, solutions can be discussed in a timely manner. 1.2. Event products cannot be developed behind closed doors As mentioned above, event products are mainly used to promote company activities, and in most cases they are used to promote the company's main products. In many cases, it is required that the event products cooperate with the main products. This cooperation can be at the code level or at the interaction level. For example, I have done a voucher giveaway event. After the user obtains the voucher redemption code on the event page, he needs to log in to the client of our product to redeem the voucher. After the user uses the redemption code, the main site product needs to provide an interface to inform the event product that the redemption code has been used. This requires product managers to communicate with the cooperating product team at the beginning in order to achieve the best possible coordination between products. 2. Product development stage 2.1. Page Optimization Unlike apps that can render styles locally, h5 pages need to re-request the server. Therefore, when switching pages, h5 pages will give users a sense of lag, which affects the user experience. Therefore, when designing activity products, you need to make adjustments based on the characteristics of the h5 page. Here are a few tips: Using asynchronous loading, you can load the page style first, and then load the content. Compared with synchronous loading, the advantage of this is that you can respond to users more quickly and provide a better user experience. Ajax technology is used for partial loading, and there is no need to refresh the page. For example, if the data in a certain part of the page is updated, the user does not need to refresh the page. The page will automatically refresh the part, which greatly improves the user experience. 2.2 Data Buried Points At the same time, it is necessary to do a good job of data collection. After referring to the A AR RR model, I sorted out 6 indicators, namely the number of new users, the number of active users, retention rate , conversion rate , churn rate, and viral coefficient. Basically, the activity goals can be reflected by these five indicators. For example, in my previous New Year activity, users left messages in our new version of the community. For each message, the user can get a ladle. The upper limit of each user getting a ladle per day is 3. The ladle can be used to get prizes on our activity page. Obviously, this activity is to promote the user activity of the new version of the community, so I refer to the five indicators to list the main data I need to count: 2.2.1. Priority Data The total number of users who left messages in the new section, and the information of each message (user information, message time, etc.). 2.2.2 Auxiliary Data The number of users who visited the activity page, the number of times the user visited the page, and data information for each visit. The total number of users who have participated in the activity and the record of each use of the ladle. The statistical data required are very simple and can basically serve as reference indicators for the goals of this activity. 3. Product launch period 3.1 Data Tracking After the product is launched, it is necessary to pay close attention to the data trend and take timely measures based on the data trend. This has two main purposes: 3.1.1. If any abnormality is found in the product, make modifications in time By tracking data, we can find problems in a timely manner. In addition, some anomalies are hidden deep and cannot be found only from the surface of the product. Data can help us find these anomalies. 3.1.2. If the effect is not ideal, adjust the plan in time At the same time, the data can be used to understand the effects of the online activities, and for activities with unsatisfactory online effects, timely optimization can be carried out. 3.1.3. What data to track (1) Page views (PV): This data records how many times users have visited a page, which can reflect the promotional effect of the page. By analyzing upstream links, the promotional effects of each promotional module can also be compared. (2) Unique Visitors (UV): This data reflects how many users have visited your page, which can reflect the number of people covered by the promotion. By comparing it with the actual number of users participating in the activity, it can reflect the user loss. (3) Number of active users: Compared with independent visitors, active users refer to users who have actually interacted with the page among independent visitors. The definition of active users varies for each activity due to its different forms. The number of active users can reflect the popularity of an activity. (4) Retained users: Users who start participating in an activity within a certain period of time and continue to participate in the activity after a period of time are considered retained users. Retention can be divided into daily retention and monthly retention based on the cycle. The specific retention depends on the nature of the product. Activity-based products generally have a shorter cycle and generally retain users. Retained users can generally reflect the user stickiness and playability of your activity. However, it should be noted that many event products are one-time consumer goods, and users can only participate once. It is meaningless to calculate the retention rate for such activities. (5) User conversion rate: Conversion refers to the expected actions taken by users after completing an activity. Conversion rates vary greatly depending on the activity. For example, a user staying on a page for a certain period of time, a user visiting a specific page, or a user upgrading to VIP may all be considered conversions. User conversion is generally used to assess whether an activity is successful. 3.2. Establish a preventive mechanism Activity products usually involve prizes. Once a problem occurs, it may cause great losses. When problems occur, in order to avoid greater losses, we usually prepare defense mechanisms in advance. A common method is to set a button in the background that can stop the entire activity or prize distribution in time, so that it can be handled in time after the problem occurs. At the same time, the operation department also needs to come up with a set of backup plans to replace them to minimize the interests of users. 4. Product end period After the event, you need to analyze the event data, summarize user feedback during the event, and record the advantages and disadvantages of the event. It is best to put forward your own optimization suggestions for some problems in the event so that they can be used for the next event. The above is the shallow experience I have accumulated in the past two years. I hope it can be of some help to readers who have just come into contact with or are preparing to come into contact with event products. Thank you. Mobile application product promotion service: APP promotion service Qinggua Media advertising Author of this article@ Erdongshu is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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