Case Analysis | A Brief Discussion on Task-based Activity Operations

Recently I found that my friends all sent invitations to use mini programs at the same time, with such high frequency and speed. It might be because Double Eleven is approaching. All major businesses are working together to attract new customers by sharing mini programs and completing daily tasks. The benefits they receive are really not small. In order to attract new customers and promote sales, merchants have filled their homepages with traffic sources.

Since the WeChat team opened up various jump capabilities of the Mini Program (mini program to mini program, APP to mini program, H5 to mini program), it is convenient for users to use the services of the Mini Program in more scenarios. Event operators of major merchants have successively set their sights on this entrance, using the social attributes of WeChat to carry out a series of growth actions such as attracting new customers and distribution; the main focus is still on inviting friends to complete tasks (to get rewards).

Let’s talk about “task-based activities” from two core aspects: how to play the activity and the channels.

1. How to play the "Do Tasks" activity

The user's task setting is very popular among all operators, and it is also a form of activity that operators are constantly optimizing and exploring. Putting all the activity objectives on one page at a time is a test for operators as to whether users are willing to complete them.

The design of tasks is generally from simple to complex. You can refer to the user path funnel diagram, for example

The user opening rate in the funnel is check-in; users enter the special module and browse the specified modules, etc. So what drives users to "go" further?

Many platforms have realized that compared to virtual currency, it is more convenient to give money directly. It is easy to develop and the activity rules are simple to understand, but the "task setting" needs to be increased.

For example, in Didi's cat collection, you have to invite 4 friends to draw cats every day. The breeds may be repeated each time, but in any case, you can get 66 yuan in cash if you collect all the breeds in the activity! The same goes for the express version of Tik Tok. If you watch enough time, sign in, and invite friends to register, you will get bonuses for the time your friends watch!

In short, the purpose of setting up task-based activities is growth! Wherever there is data buried, set the corresponding task (mandatory consumption does not count)

Task order: from easy to difficult (refer to the funnel)

Task rewards: easy to understand, segmented rewards, quick to obtain

2. “Do Tasks” Activity Channel

Generally, the main channel for "doing tasks" is sharing first. Generating your own mini-program links and posters, including connecting various commonly used social platforms, are all necessary hardware facilities.

The soft facilities are related to the basics of the site. For example, whether the design of the app's banner or traffic position can be displayed on the site, whether there is a public account push, and whether user information can be pushed are all active channels;

The richer it is, the stronger the display power, so we must lay a good foundation for sharing on a daily basis to avoid a decline in activity indicators.

3. Case analysis: Bestore’s walnut-pecking

1. Activity Overview

(1) Event time: October 16, 2020 - November 11, 2020

(2) Activity purpose: Invite new users to register and promote offline store consumption

(3) Activity theme: Everyone is picking walnuts, "Get free walnuts with the help of friends"

(4) How to play the activity: There are 3 stages for inviting friends. The more people you invite, the more coupons and free walnuts you will get (one chance per person per day). When friends help you, you will also get coupons.

2. User Path

3. Page path

4. Aspects that can be learned

(1) How to play the activity: There are rewards for the number of invitees at each stage, which can encourage users to continue to proceed. The more benefits they will receive, the simple and clear the rules are.

(2) The page clearly shows the relationship between completing tasks and rewards, which is easy to understand.

(3) User psychology: The activity homepage shows the rewards obtained by users and their own progress, which motivates and drives them to complete the invitation task.

(4) The invitation button is eye-catching. Click it to share the mini program or poster (you can post it to your Moments)

(5) The support records can be checked to facilitate participating users to review the support situation and remind friends who have not provided support

5. Optimization direction

(1) The activity stipulates that a single person can help once a day, and can still send to the same friend the next day. The value of attracting new members is not great, but the initial gift of coupons can promote consumption

(2) The three levels of invitation numbers are very wide, jumping directly from three to fifteen people. It is recommended to disperse the benefits and set up more levels to increase user enthusiasm.

(3) The promotion effect is not good. I only found a promotion entrance for the official mini program. The pages with large shopping mall and check-in traffic are not exposed. There may be promotion for communities and basic users.

6. Inspiration

As the social interactivity of e-commerce continues to strengthen, the communication experience between operations and users has become particularly important. Therefore, the purpose of each activity must be particularly clear, and users must have an absolute sense of welfare. The same task should be divided into segments to meet the user's psychological satisfaction, and corresponding benefits should be set to create a sense of purpose. Only then will the activity continue to achieve our goals.

At the same time, pay attention to the accumulation of daily fans. When promoting activities, the effect of your own channels on the site will be much more powerful!

In the "doing tasks" activity, I believe that the operators will continue to optimize, achieve the platform operation goals, add more fun, give play to the power of the platform or brand, and gradually reduce welfare costs. This is the development direction of future activities!

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