Common user incentive methods for event operations!

In the definition of a service platform, as the party providing services, there will be corresponding income every time a service is provided. How can we use incentive programs to encourage users to provide services more actively?

01 User Psychology Analysis

In the definition of a service platform, as the party providing services, there will be corresponding income every time a service is provided.

This is a very basic logic and is also one of the original motivations for service providers to come to this platform.

Based on this motivation, from a superficial analysis based on common sense, as the party providing the service, it is reasonable to obtain more income by providing more services.

So, since more income can be obtained, why does the platform need to use various means to motivate? Why would service providers (hereinafter referred to as “users”) have resistance to actively providing services?

Going back to the user's most basic psychology, doing anything too much will make them tired and bored, and they will lack motivation. When the marginal motivation generated by the benefits that providing services can bring to them decreases to a clearly too small level, they will be unwilling to provide services.

Therefore, we need to explore what is the cause of motivation, or marginal motivation?

In addition to what has been mentioned above, it may be visible cash income, there may also be spiritual gains, a sense of accomplishment after completing a service, recognition and praise after providing a service, etc., which is what we often call "material and spiritual double harvest."

Based on this basic analysis, we have a preliminary method to encourage and motivate users after they complete the service so that they can continue to provide services, that is, to give them more cash income and more spiritual gains.

So, with limited investment, how can we motivate users more effectively?

There are two common ways of motivation, namely:

• Positive motivation-reward addiction mechanism. By allowing users to pay more, they can get more incentives and encouragement to encourage users to provide more services. In simple terms, if you work harder, you will earn more. In this way, users are encouraged to do more.
• Reverse incentive-loss aversion mechanism. By allowing users to see the potential losses that would result from doing less, users are incentivized to provide more services. In simple terms, if you do less, you may suffer such and such losses, and users themselves have a loss aversion psychology, and under the influence of the psychology of avoiding losses, they will do a little more.

Ultimately, it is still necessary to take advantage of the user's psychology of "greed, anger, ignorance and delusion", making the user want to gain more, lose less, and lack rationality, so as to provide higher frequency services.

The examples used in the following text are basically from relevant content of the following platforms: Huolala driver side, Didi driver side, Xianyu, Lagou corporate users, Toutiao writers, etc. The relevant screenshots are from the Internet and are for reference only.

02 Functional Design

Exploiting the addictive mechanism of rewards. By doing more, they can gain more material or spiritual benefits, which will motivate them to continue providing services.

1. Achievement Motivation

Lalamove driver side:

Prompts users to have achieved the goal of "earning XX yuan and completing XX orders" on the platform. As you continue to provide services, you can earn more income.

Xianyu:

The copywriting of selling things uses the word "earn" to imply to users that this is an activity to make money, and that more money can be earned by providing more goods. Moreover, this behavior is further reinforced by the subsequent "showing off".

WeChat Pay/Alipay:

A function implemented by both is that income can be obtained through voice prompts such as "WeChat Pay/Alipay has received X yuan". This may seem like just an ordinary reminder tone, but it can encourage users to sell more goods by reinforcing their psychological cues to earn income.

2. Growth system

Taobao sellers:

By differentiating sellers by levels, using words such as diamonds and crowns, users are encouraged to provide more and better services. At the same time, by comparing with other sellers and building a competitive mentality, users are encouraged to provide more and better services.

3. Design the interaction between the two parties

Didi driver terminal:

The system is designed to allow passengers to give lottery money/tips to drivers, so that they can earn extra income, thus motivating drivers to provide more and better services.

SF Express:

When the courier picks up the package, you can buy lottery tickets through him. On the one hand, it is convenient for buyers. On the other hand, by giving the courier corresponding commissions, he can earn income and encourage him to promote the service more.

Exploiting loss aversion. By making users feel the possible losses of not providing services, they are encouraged to provide more services.

4. The psychology of grabbing orders

Didi driver terminal:

The button design, the sense of urgency of the countdown, and the tension created by the voice announcement "xx order has been snatched away" all create a psychological experience of "possible loss" for users.

Lalamove driver side:

The guidance of the copy creates a sense of urgency, "hurry up and grab it", a feeling that if you don't grab it now, it will be gone, which motivates users to provide services.

In addition to the above two incentive methods, some other functional designs can also be used to provide users with more services, which are also briefly introduced here.

5. Self-motivation

Lalamove driver side:

By allowing users to set small goals for themselves, we can achieve self-motivation for users.

6. Added value

Didi driver terminal:

By providing other privileges and benefits (special refueling offers), users are encouraged to use the APP, which in turn leads to possible service provision.

7. Limit by rules

Today's headlines writers:

You can withdraw cash only when your income reaches X yuan. In this way, users are forced to provide a certain amount of services in order to obtain their own rights and interests.

Today's headlines writers:

Cash withdrawals are only available between the 1st and 5th of each month. When this window is missed, you can only wait until next month. During this period, users are suggested to provide more services and earn more money.

03 Event Operation

Exploiting the addictive mechanism of rewards.

1. Through activities and tasks

Didi driver terminal:

Complete tasks of different levels every day and receive bonuses of different levels.

By providing additional rewards during peak hours in the morning and evening, users are encouraged to provide more services during this time period.

Exploiting loss aversion.

2. Use rules to constrain less-serviced services

Didi driver terminal:

In the dispatch mode, rejection will affect the quantity and quality of subsequent dispatches.

The evaluation (average) score affects the number and quality of dispatches. In order to improve the average score, multiple services are used to increase the impact of negative reviews.

3. Use campaign copy

Uber Driver App:

Incentive content through relevant operational copywriting

4. Pay first

Lalamove driver side:

Using the prepaid membership system, users want to earn back the membership fees in order to avoid wasting them, thereby encouraging themselves to provide more services.

Lagou enterprise users:

Become a VIP member and get your VIP fee back after communicating with candidates every day for 30 consecutive days, increasing the frequency of service.

In addition, some other operational activities can also be carried out to encourage users to provide more services.

5. Daily check-in

6. Theme activities

Today's headlines writers:

By hosting themed content contests and offering incentives such as bonuses, we encourage users to provide services.

The corresponding incentive effect can also be achieved by conducting reward activities with third parties.

04 Conclusion

Promoting a product to increase daily active users is only one of its goals. For products that need to encourage one group of users to provide services to another group of users, it is not enough to increase daily active users, but also requires more content from the supplier.

This article only preliminarily sorts out some common practices from a single user incentive dimension.

Whether it is the reward addiction mechanism or the loss aversion mechanism, it is practicing the level of user motivation.

In addition to these two levels, I believe there will be more interesting ways to play and practices waiting for us to explore and discuss.

This aspect will be discussed later.

Author: What the hell

Source: What the hell