500 kinds of homepage designs for event operation and promotion!

1. What are operational activities?

Starting from a specific business goal, attract a certain operation group to participate and achieve the business goal. Operational activities have the characteristics of short cycle, clear business objectives, clear user groups and simple gameplay. Common operational activity goals include attracting new users, promoting activation, retention, traffic aggregation and distribution, etc.

The data in the table that cannot be ignored show: Under 30 years old: 12% Over 40 years old: 31.17% Over 50 years old: 35.72% That is to say, nearly 70% of users are middle-aged and elderly users.

II. Elements of Operational Activities

The elements of operational activities are user behavior conversion touchpoints. It is mainly broken down around cycles and business goal priorities, and some commonly used combinations are summarized from four perspectives: purpose, time, and incentives. The cross-connections on the vertical axis can result in at least 625 non-complex operational activities.

We can further discover some common combination patterns by connecting the lines in the table, such as: "Product first launch, 100 million red envelopes for experience, sharing for rewards" (exposure-first launch-grab red envelopes-red envelopes). Designers build operational components through keyword traffic flow, and can replicate the scenes in similar activities next time, improving design integration capabilities and product iteration efficiency.

3. User touchpoints of operational activities

The activity home screen design proposed in this article does not analyze a specific case. Therefore, from the product perspective, it explores the touch points that are more commonly known before, during and after the activity as the design transformation of the "Peak-End Rule".

1. Before the event: warm up

[Countdown]: For example, in Dongfanghong’s regular marketing activities, a page is output on the first screen, which is the countdown for the subscription product activities. With the day before the event as the central axis, it is divided into a one-day warm-up countdown and a one-week countdown. Simplify the process, design details, and minimize the number of times users view the "activity rules" to increase conversion rates.

[Micro-motion effect] Micro-motion effect can attract users' attention very well. At the same time, different motion effect designs can enhance the level of the page. (For example, the size change of the "Invite Friends to Team Up" button, the finger guidance effect, the conversion effect of drawing consumption coupons, from the entrance to entering the activity, the clever use of micro-animation at the entrance, actively reminding users to operate, etc.)

【Metaphor】Use atmosphere images (such as red envelopes and envelopes, etc.). Lufax recently launched the 18 Ping An Festival, and the gold-attracting page utilized IP images and associated keywords. After the user selects the corresponding panda, the corresponding personalized h5 activity home screen is generated, deepening the personalized wake-up mechanism.

2. During the activity: Trigger

Pay attention to responding to different user states, associating them with the list design, and promptly helping users anchor their current progress and immediate interaction status. Non-participating users are guided to participate laterally, while participating users are prompted with progress. At the same time, the first screen information exposure mode must be taken into account, and user conversions must be pushed through page layout and point guidance. The first screen of an activity should minimize functional buttons to shorten the user's thinking time and guide the user to click the target button.

It is necessary to repeatedly think about whether the key elements are placed reasonably and whether there are any omissions; when checking after design, attention should be paid to whether the title copy is clear, the selling points/interest points of the activity are clear, and the main operation buttons are prominent to facilitate guiding user conversions.

According to the actual data after the launch, the average number of clicks on the banner was 1.25 before the revision; after the revision, the average number of clicks on the banner was 4.84, a significant improvement of 287.2% in product effectiveness. "Summary": For the secondary screen content, when the number of modules is less than 3, it can be laid out flat from top to bottom; when the number of modules is greater than or equal to 3, a paging label style can be used to facilitate users to directly understand the activity content from the first screen, and to facilitate users to select or switch content modules.

Before the revision, the main button of the product card was to redeem money, and the red envelope icon was relatively secondary, but after the launch, feedback showed that the click rate of red envelopes was not high. After the revision, the red envelope icon and the red envelope redemption button were placed in the same place. When the red envelope is not received, only the red envelope icon can be seen. The red envelope redemption button (i.e. purchase) will be displayed after clicking to receive it. Data feedback: The average number of clicks per person on red envelopes before the revision was 4.6, and the average number of clicks per person after the revision was 6.34, an increase of 37.8%. "Summary": Simplify the functional operations of the page, reduce the user's choices, and guide the user to click the target button.

3. Post-event: tracking

You can refer to some card and coupon centers, and provide churn feedback for non-participating users, presenting two states: participating and expired. Use the churn psychology to encourage active participation next time.

3. Module layout of operational activities

Common page information structure: first screen + second screen

First screen: main title + atmosphere picture + main button | Secondary screen: module tiling/overlay

Common modules for fund operation activities:

• Header image, prize display, etc.
• Game modules, missions, and modules attached to missions
• Lottery, red envelope and other modules
• Strategies, guides, tips, and more
• Fund card, banner and other operation modules
• Business indicator modules, data, tools, etc.

During the design and development stage, the product needs to work with the UI to pay attention to the compatibility of the latest mobile phones. For example, in products such as IPHONE12pro, the first screen information exposure rules must be adapted.

1. Above the fold content

Reduce the number of function buttons on the homepage to shorten the user's thinking time, thereby guiding the user to click the target button. When there is a resource conflict, the rewards will be distributed in order according to the priority of demand, or the secondary modules will be put away. Similar to activity rules, you can directly call the information entry at the bottom of the current page to reduce page jumps.

When there are too many elements, you can use floating icons (Ant Forest bubbles, China-Europe gold coins), and use guiding design labels such as bubbles and corner marks to guide users to stay. At the same time, use the same color tone to reduce the presence, make full use of the Z-axis space, and strengthen the button boundary.

4. Commonly used design methods for operational activities

1. The 4S Rule

After the user enters the scene, if he is not attracted or does not find the target contact within 4 seconds, he will choose to leave. Users have a limited ability to absorb information. Due to the existence of the over-limit effect, lengthy steps and excessive amounts of information often become a burden.

Prominent benefits attract users' attention; reduce users' thinking and guide them to take actions; take advantage of the psychology of taking advantage and present the remaining time of time-sensitive activities to create a sense of scarcity and urgency, thereby increasing user participation

2. Hunger Marketing

For example, use countdown to create a sense of hunger, push users to "seize every second", strengthen users' sense of urgency, and drive users to complete transactions.

3. Emotional Design

Through the scenario-based construction of the page, users can be more immersed in the story when they first access it. Like Ruiyuan’s Forest, retention rate can be enhanced through user emotional projection.

4. New User Guide

Compared with the traditional masking novice guidance, it clearly magnifies the points of interest, enables users to learn quickly and provides motivation, so that users can truly appreciate the "joy of learning".

V. Conclusion

From the product's perspective, the operational activity touchpoints are analyzed according to different periods of the activity. The user touchpoints at different stages of the entire process should be dynamically tracked. Based on the goals to be established and possible problems that may arise, an operational design curve mechanism should be established to continuously integrate the relationship between design goals, user goals, and product goals.

Continue to deepen JourneyMap to get the user experience map. It is helpful to bring performance data into key nodes for comparative analysis of conversions, but at the same time, it is necessary to consider the correctness of the indicators (more attention should be paid to some performance data: task success rate, user error rate, task success time, etc. Sales projects should pay more attention to revenue, customer retention, conversion rate, etc.). Excessive focus on satisfaction will lead to a deviation in direction. In order to meet satisfaction, some demands with low priority will be given a very high priority, which is putting the cart before the horse.

Author: Financial management

Source: Financial Good