Activity operation gameplay practice

During the activity, users will go through processes such as attracting new users, retaining users, splitting users, and linking users. As operators, we need to explore how to maximize user value in activities.

01 The value behind users

Every year’s 58 Spring Festival operation activities attract a large number of users to participate. They complete the conversion of business indicators such as traffic, retention, fission, and connection under pre-set scenarios. But are these users our high-quality users? Can they maximize the completion of the task indicators we set?

Taking 58’s housing rental business as an example, the user base comes from a wide range of sources. For example:

• Off-site traffic purchase – app store ads, search engine keywords, information flow from information service platforms, local advertising billboards, etc.
• Traffic diversion within the site – opening screen, pop-up window, suspension, information push, information flow banner;

We found that the sources of users are widely distributed, and it is difficult to control whether the traffic is high-quality at the source, especially since 58APP is a comprehensive information service platform. Setting up activity advertising space on the splash screen will bring a lot of traffic to operational activities, but there is no way to control whether this traffic is high-quality. Most users will come for the rewards you set. What we can control is how to digest this traffic after it arrives at the operational activities, and how to better utilize this traffic to complete our operational activities tasks.

02 Refining operational strategies through user segmentation

1. User segmentation based on user behavior and business value

Therefore, we need to stratify users based on user behavior and business value to differentiate our user groups and design targeted operational strategies.

• Users who take advantage of the event: This type of people accounts for the majority of the event, and most of them are attracted by the promotion of the event. The main purpose of participating in activities is to get rewards and to think that you can take away the first prize without any effort. They will put in different levels of effort depending on the generosity of the reward. Low interest in understanding the business itself.
• Browsing users: This type of users also accounts for a large proportion. Many of them have a certain understanding of the business or have certain business goals, but may not have strong business needs at present. But they can be transformed into “consumers of business” through guidance.
• Business users: This type of users accounts for a small proportion and will be attracted by the "business attribute rewards" in the activities. Hope to get business benefits through the event. Therefore, this type of users can bring substantial connection conversion to the business line and are our key maintenance targets.

2. Refine operational strategies through user segmentation

Balance user value: Through user behavior characteristics, we can find that the necessary trigger point for users to complete their business responsibilities is rewards, which constitutes a relatively balanced user value scale. We need to formulate user responsibility and reward mechanisms to maximize user value utilization.

Visualization of user rewards and responsibilities: To this end, we need to first understand our own business value and rank the value that operational activities bring to 58 Renting. Fission and dissemination are the most basic activity values ​​and are also tasks that can be completed by users at all levels. The next higher level business goal is to promote the new connection business that has been the main focus of the rental business in recent years. The last and most difficult layer is conversion. 58 Housing has been committed to online operations for users to achieve a closed transaction loop from viewing a house to final move-in and post-move-in experience. For example, paying a deposit online can provide users with a safer transaction method.

In this way, we will "coordinate" the user responsibilities and rewards of this operation. Based on the business value priority of our operational activities, we set the X-axis as user responsibility, which is the business value that users need to accomplish. From left to right, it shows the height of the business value that needs to be completed by the user. The first quadrant is connections and conversions with higher business value. The second quadrant is the most basic business value. The Y-axis is the reward scheme that can be provided, displayed from the most basic to the most advanced reward.

It can be clearly seen from the user value coordinate diagram that we reasonably arrange user responsibilities and rewards based on business attributes. The greater the difficulty, the richer the rewards, and the rewards are also specific and dedicated. Through the common points of users at different levels. You can develop customized reward strategies to attract users at different levels to complete rewards. Make full use of limited resources for browsing and business users.

3. Substitute user rewards and responsibilities into the "coordinate system"

After establishing the most basic rules, the product side needs to clarify the business demands and the user reward plans that can be provided. UE and UI students visualized the business demands through design solutions. For this rental operation activity, the rental company launched business indicators such as online deposit payment activities, branded apartments, personal listings, VR house viewing, rental live broadcasts, and rent hoarding. According to the rules of rewards and responsibilities, detailed business and operational strategies are placed in the "user value coordinate system".

03 Design of responsibility scenarios with clear division of labor

We have set up two venues for this Spring Festival operation event: the main venue to promote business conversion and the game sub-venue to assist fission and dissemination, attracting more users to join the fission team through simple game formats.

Free helps fission and dissemination: No matter what level of users, they will be attracted when they hear the word free. 58 has in-depth cooperation with many brand apartments. During this Spring Festival travel season, we offer a grand prize of one year's free accommodation. Tiered rewards have also been developed. The prices of rewards cover a wide range, both high and low, which greatly increases the user participation rate. If the price is too high, users will feel that there is something fishy or that the task is too difficult to complete, and thus give up participating in the event. Multi-level rewards are more attractive.

"Sunk cost" brought by low thresholds: When users come to an event, it is difficult to retain users if the rules of the game are complicated. We have developed a unified currency called "prize fragments". Users can take away the reward by collecting four fragments of a certain prize. It seems that four fragments are easy to collect, but don’t forget that there are a total of 6 random fragments of the prize dropped, so there are 4*6=24 fragments. It is difficult to collect a certain reward or all rewards. In order to make users ignore this difficulty, we have formulated a "large quantity" strategy. Through low-threshold tasks, users can obtain a large number of "semi-finished products" so that users can collect all the prizes but are just missing one or two rare fragments. This is when the "responsibility" that the user needs to fulfill comes into play.

Compared with obtaining rewards, users are more afraid of losing them. If the fragments obtained through a lot of efforts in the early stage cannot be exchanged for complete rewards, then the previous "gains" will be wasted. Taking advantage of users' fear of losing, we have developed an in-depth and detailed method to obtain more reward fragments, called the "Niuqi Chongtian Game". In the game, users can long press the take-off button, and an energy value will move left and right. When the energy value is maximized, let go and our mascot will soar into the sky and obtain the corresponding number of flight meters. In order to reduce the difficulty of the gameplay, we have also designed a new player guidance system to allow users to play the game at "0 cost". After three flights, users will get the first two of the four tiers of rewards in the game. So how to get the top two tiers of rewards? The answer is simple: help.

By sharing the support, you can get fragment rewards "for free" by getting the meters supported by your friends. Through the game, we have built a full-process scenario for obtaining more fragments. With the help of the fun of the game, we can reduce the hard work of users in operation. At the same time, when the free amount reaches a certain amount, it triggers labor guidance and encourages users to complete fission. This is what the "cost of silence" and "lottery psychology" are about. Users are reluctant to give up their previous efforts but are attracted by the temptation of whether the next fragment can be put together. Ultimately it can help us complete fission and improve the quality of self-propagation.

1. Promote new ways of connecting “business”

In recent years, 58 House Rental has been exploring new forms of connection for house rental. Different from traditional pictures, texts, and videos, VR house viewing and house rental live broadcasts bring users a more immersive house viewing experience and can improve the authenticity of the listings. Especially during the epidemic, real-time communication with landlords through the live broadcast room and the showing function in VR provides a more cost-effective method for house viewing.

Material and monetary rewards are a common and effective method to attract users in operational activities. Through the reward and task mechanism in operational activities, users can be attracted to the business. Under the guidance mechanism within the business, users' awareness of the business value can be enhanced.

Transform from "external motivation" to "internal motivation": For example, the house rental live broadcast recommended this time, cooperate in the operation of the event venue and the live broadcast square to promote the event and attract more browsing and business users to enter. Users can get fragment rewards after watching for a certain period of time. At the same time, they can also gain a certain understanding of the live broadcast and the housing resources through watching during this period. Combined with the existing guidance system within the business line, it lays the foundation for user habit formation.

This event also tried for the first time the red envelope gameplay operated in the VR space. While looking for red envelopes in VR, it also enhanced users' understanding and use of VR house viewing. It performed well in the subsequent improvement of business data.

2. Add value to core business transformation

No matter what promotion you do, resources are limited! How to maximize conversions with limited resources?

Explore a new idea: quantitative change leads to qualitative change.

By splitting up the startup resources and then combining them, the originally limited startup resources can be turned into unlimited possibilities!

Small sincerity: By giving users a "sweetness" first, users can have a preliminary understanding of the activity. At the same time, through simple labor, users can know that this sweetness is valuable and not a gimmick.

Combination discount 1+N: The available rewards are broken down into the smallest granularity combinations and displayed to users, so that users can understand the magnitude of the rewards and feel the richness of the rewards.

At this point our mission is completed. And another small fission task was completed here! Kill two birds with one stone.

04 Last

From then on, the entire operation is complete. For tasks of basic value, we need to make it easy for all three types of users to complete them. For users with higher business value, we should focus on reward design and gameplay formulation. It is difficult to let a passerby who is just trying to make money help you complete business conversion, but you can let him do what he can. This is the best use of traffic and the rational allocation of limited resources.

Finally, it is particularly important to monitor each key business goal. You need to use data monitoring to adjust your subsequent operational strategies in real time to ensure that the final data verification results are consistent with the goals.

Author: Huantie Artist

Source: 58UXD