Activity promotion: Let’s talk about how to draw lucky draws to attract new customers

The event lottery mini program is probably no stranger to friends who are engaged in operations, because it is simple to set up, has a beautiful interface, and is free. People usually use it when there are lottery activities.

I use it quite often, so it has attracted a lot of attention. Recently, I participated in the " 50 Yuan Welfare Red Packet Activity " and found many interesting operations to attract new users and promote activation. Let's talk about it today.

I believe that today’s content will be helpful for those who are concerned about attracting new users and promoting activation.

1. Brief description of the activity

On Friday night, WeChat received a message.

Because it uses the "Service Announcement" template, it is particularly eye-catching.

"Congratulations, you won the [first prize] 50 yuan welfare red envelope"

"The red envelope will expire in 1 hour, please claim it as soon as possible"

A 50 yuan red envelope is big enough for a poor person like me, and I want it! It will expire in 1 hour. What are you waiting for? I have to get it now!

With the beautiful fantasy of receiving a 50 yuan red envelope in mind, I clicked on the mini program.

Oh, it turns out that you can’t receive it directly. I can’t help but sigh that there are really no free red envelopes in the world. Now that I am more educated, I have learned over time that if you want to get something, you have to pay the cost.

So what is the cost this time?

It takes 18 people to participate in order to draw the prize of 50 yuan, which means that in addition to myself, I need to get 17 more people to participate.

There are still 17 people needed. I have 7 small accounts, so I just need to shake 10 more people. Moreover, everyone who comes to participate can share the red envelopes, so it is also a good deal for others.

So I started to shake people on WeChat~

Here we analyze the operational details of the details page:

1. XX people are needed to participate in order to share the red envelopes, and then there will be a countdown on the right.

The two-way countdown reminder of the number of people and time always tells users that there are fewer and fewer people to attract, and time is getting shorter and shorter, so they have to work harder.

2. The lottery instructions are extremely detailed, which dispels users' doubts in advance.

The lottery has several functions: to make things clear, to solve problems, and to get everyone moving quickly.

The three points 123 make things very clear. The supplementary content in brackets solves the problem in advance. The last part is just lacking the stimulation of action.

The stimulation part can be discussed for a limited time of 24 hours;

Anyone who participates in the lucky draw can receive a red envelope;

xxx people have successfully received the red envelope;

etc.

Then let’s talk about the lottery.

17 people, it took some effort to get them all together!

But in the process of getting everything together, there was also a bit of a bad experience - I couldn't know the progress of my invitation in real time.

The uncontrollable progress will have a negative impact on the enthusiasm of the participants.

The inviter succeeds → the system reminds → positive feedback encourages continued invitations to complete the task. This is a good feedback chain, but I did not enjoy it. I can only refresh the mini program myself to know the latest progress.

Furthermore, there is a lack of stimulation at key points.

When the number of participants invited reaches a certain point, the system will actively remind users of the achievement of a certain "milestone", which can also stimulate users well.

For example, in this event, when I successfully invited the first person, and when the remaining number of invitees was only 9, 3, and 1, I think these reminders would further motivate me to complete the process of attracting new members.

Of course, the reason why this is not done may be due to technical reasons, it may be added in subsequent versions, or there may be concerns about disturbing users.

But I think, if possible, having reminders will make the whole process much smoother.

Then let's talk about the lottery. I thought the prize would be drawn once all the money was collected, but I didn't expect it to be a fixed 24 hours, which means I can only know how much I won the next day. This setting is fine, I can accept it.

But the following result made me unhappy.

2. Those unpleasant points

1. Winning rate

A basic design of this activity is that your winning rate will be doubled for every successful invitation . You can see that I have 16 people helping me, and my winning rate is as high as 16 times, which is far ahead of other participants.

According to this logic, I thought that the red envelope I won must be the biggest one, after all, I contributed the most and had the highest chance of winning.

However, I overthink...

The winning rate of 16 times was ultimately not as good as my small account with a winning rate of 0 times (the one that won more than 3 yuan).

So what’s the use of this 16-fold winning rate? Gave hope of winning the jackpot, and then broke it with illogical means. Was it possible that my winning rate was very low at the beginning, and it took me 16 people to reach a winning rate similar to that of everyone else?

This obviously doesn't make sense.

Allocating more operational resources to high-value users is a basic principle of user operations and also serves as a warning to everyone.

2. Withdrawal threshold

In fact, as early as when I participated in this event, I had a hunch that there would be a threshold for the final withdrawal.

For a red envelope of 50 yuan, each of the 18 people received an average of 2.78 yuan, and these people only completed the simple operations of entering the mini program and clicking on the lottery, and did not bring any obvious benefits to the organizer.

Therefore, the organizers will not give away the money easily.

In order to verify my guess, I pulled in as many people as possible, and when the prize was drawn, I went to withdraw the money immediately.

The withdrawal process is also a very classic process at present. Enter the mini program customer service session → scan the code to follow the official account → withdraw money through the H5 interface.

The withdrawal threshold is 20 yuan. Well, I worked for nothing.

To get back this pitiful red envelope, I either have to continue to struggle and participate in the lucky draws inside, saving up money one by one;

Either I give up and leave this "scumbag".

Hi, it’s annoying, I’m so stupid (dog head)

3. The highlights

I’m actually fine although I didn’t get the red envelope.

The important thing is that through this activity, we have gained a deeper understanding of research.

There are actually quite a few highlights here, let me briefly summarize them:

1. In the service notification, the promotion of the event starts, the high red envelopes and the scarcity of time stimulate users to participate;

2. On the event details page, explain the event rules in one, two, and three paragraphs, and resolve users’ doubts in advance;

3. Smooth event design, service notification → mini program → invite friends to help, a very simple and smooth process;

4. When withdrawing money, you are required to follow the official account. I tried it twice and followed 2 official accounts. The number of followers of the account increased. It was really good.

5. The design of the withdrawal threshold stimulates users to continue to participate in activities to a certain extent and also reduces the cost of activities.

As for the disadvantages, I have discussed the unpleasant aspects in detail above, so I will not repeat them here.

Of course, the most unpleasant thing is that I put in my best effort but got an average amount of money. This really made me deduct some points from the lottery app in my mind.

Of course, it will not be abandoned. After all, its main function - lottery - is still quite good!

In addition, this is just the tip of the iceberg of the lottery mini program operation activities . Now the activities in it can be said to be "a hundred flowers blooming". It is strongly recommended that friends who are interested in attracting new users and activation continue to pay attention to it.

Of course, in the future, I will continue to conduct in-depth research and let everyone understand the power and charm of this lottery app!

Author: Earn a cup of happy water every day

Source: Earn a cup of happy water every day