Ding-dong buys food and asks for a new copy?

Case Name: Dinner Invitation and Politeness Activities in Ding Dong.

Case industry: fresh e-commerce

Case goal: attract new customers, activate old users, and transform (in descending order)

Case label: trade-in, polite invitation, recall of old users

Case path:

1

Case highlights and reusable points

The essence of the game of inviting polite activities is to invite new users to place orders, and both the inviter and the invitee will benefit. This paper analyzes the highlights of user path design and the user psychology behind it from the perspective of inviter and invitee.

Inviter:

There are four ladder rewards for the inviter, and each friend invited by 1 can get 59-40 coupons (not capped) and 30-day green card membership (1 time). Different from the invitation and courtesy activities of other platforms in the past, this activity is an extra reward for fresh goods purchased at high frequency every day (free coupons were given to users in the past, but they were numb to coupons), which is easier to motivate users.

Secondly, the number of invitees for this gradual task is set to 1, 2, 3 and 5 (in the past, the interval between invitation and courtesy activities was relatively large). When the user successfully takes the first step, it will give the user a feeling at your fingertips and inspire the user to invite again to get the final reward;

The overall design and structure of the main page of the activity gives people a clear feeling. The top-down structure is: what (invite cherry), why (friends get 108 yuan red envelopes and eggs), and how to do it (invite WeChat friends).

The invitee can get a gift package for newcomers, and use the altruism of users to lower the psychological threshold for users to share; The overall tone is not gorgeous red and gold, but pink that matches the main title "Invite Cherry". The design of the invited floating button and the green tone of WeChat also add points to it.

The play prompt of the scroll bar can improve the credibility of the activity, and the countdown increases the user's sense of urgency and urges the user to act quickly.

One of the biggest highlights of this activity is to set up a ladder reward progress bar, and at the same time, you can also view historical invitations and invalid invitations. The number of people invited by users can get immediate feedback, so that users have a real sense of gain and encourage users to invite again until they get the final reward.

invitee

The small program link copy shared by WeChat is quite attractive to new users. 0 yuan got 8 eggs, 108 yuan red envelope. Even if he doesn't spend money, he can get the eggs for nothing. He used users' aversion to loss to urge new users to click on links;

Enter the new invitation page, and the middle copy is "xxxxxxx people have participated in the activity, and use the user's follow-up psychology to urge the user to click the receive button to enter the next step; The following are recommended by newcomers this month, high-demand fresh products, low-price display, creating a feeling of good quality and low price, and stimulating new users to transform;

Newcomer 108 yuan red envelope, including 7 coupons (over 39 minus 15, over 39 minus13, over 49 minus 12, over 45 minus 20, over 99 minus 18, over 88 minus 30,

At the same time, after receiving the coupon, there is a second gift: the newcomer tries the early price, which gives the user a surprise that far exceeds expectations, and the purchase is profitable, which stimulates the user to complete the first order.

2

Points to be optimized &; solution

Points to optimize:

The design of the activity entrance is too dull, and the activity entrance copy is inconsistent with the main title of the activity homepage. The copywriting at the entrance is "Inviting neighbors to receive 40 yuan red envelopes", and the main title of the activity homepage is "Inviting to send cherries".

Solution:

As a long-term innovative means, invitation and courtesy can set up an activity entrance at the banner at the top of the home page according to the holiday activities and the current goals of the enterprise, or change it to dynamic design and pop-up. For example, this is a Thanksgiving welfare special; The entrance copy should be the same as the main title of the event, and it should be changed to "inviting neighbors to send cherries" (cherries are far more attractive than ordinary full coupons)

three

Thinking point

In 2020, affected by the epidemic, community group buying became popular again and became one of the hottest tracks this year. Now, Ali, Tencent, JD.COM, Meituan, Pinduoduo and many other Internet giants have joined in community group buying, and community group buying has also become a new battlefield for Internet giants after taking a taxi, taking out food and enjoying bicycles. In the huge subsidies, how can major fresh platforms cultivate user loyalty and improve user stickiness?

2

Quality case review

Commentator Anna:

Hello! Glad to comment on your homework! It can be seen that this assignment was completed with great care, and my own thinking was incorporated in the process of dismantling, and the design of the activity was experienced and analyzed from the perspective of the inviter and the invitee respectively;

At the same time, the homework also focuses on the analysis of the user psychology used in each step of the activity design, which is very good. The logic behind our planning activities is to let the user cooperate to do something we want him to do to achieve the goal. It is very important to make good use of users' psychology.

In addition, we can disassemble the case from more angles, not only from the user's point of view, but also from the event planner's point of view, combining the purpose and goal of the case, and thinking about the path that needs to be completed to achieve the goal of the event. Can he achieve his goal through this design?

The activities of e-commerce all serve a certain Polaris indicator, so the indicator of this case should be the number of new users brought by old users. Here, we decompose the formula and draw the path from the business point of view.

Total number of old users and new users = exposure rate of activities to old users * click rate of old users * sharing rate of old users * average sharing of each old user to several new users * conversion rate of new users.

Every key factor in the formula will have an impact on the index, so how to make each factor bigger is something that event planning needs to think about.

expose

The exposure channel and the location of the activity entrance will affect it. Here you also analyzed that old users can see it on applets and apps. In fact, the official account of WeChat WeChat also has an activity entrance, and more exposure can be made through various channels.

APP's home page, coupon page and order page all have activity portals. You can pay attention to them here, and you can also think about why you want to add activity portals in these locations.

In addition, in the optimization, you mentioned that the activity entrance is not obvious. You can put it on the banner home page, set dynamic buttons or open pop-up windows. Very good suggestions are all effective ways to increase exposure.

click rate

Influencing factors: activity theme, copy, page, color, etc. These four aspects are analyzed in the homework, and the analysis is very comprehensive. I have some different ideas about the theme of the event, so we can share them. In the process of optimization, the theme of the copy you mentioned at the entrance is somewhat inconsistent with the theme of the active page and needs to be unified;

Actually, I think it's intentional. First of all, the entrance takes the 40 yuan red envelope as a gimmick to attract clicks. The word "red envelope" is skillfully used. Like most platforms, it is actually a full reduction of coupons to guide consumption, but the average user will think it is a high reward and will click with expectation;

The theme of the activity page is cleverly changed to reward cherries in kind, which reduces the psychological expectation of users, shifts the attention from coupons to rewards in kind, and encourages users to invite more. As you said, cherries are real, expensive and more attractive.

Sharing rate

Each old user shares it with several new users on average.

Sufficient motivation+minimum resistance+action guidance = user action

1, the motivation is that rewards are linked to activities. This case adopts a two-way incentive system. In addition to the new rewards of the invitee, the inviter also has contribution rewards, and the case also has ladder-shaped physical rewards to encourage more invitations and more rewards.

The psychological analysis behind the settings is very correct. However, one item has been omitted: if the inviter is successfully invited, he will also get the 30-day trial right of the green card member. Here, I leave it to you to think about why there is this setting and what role this setting can play.

2. The least resistance is short participation path and low decision-making cost. You have already analyzed it here, so I won't go into details.

3. Action guidance is simply: whether effective stimuli are set up to effectively guide actions. The scroll bar of the page, the progress bar of the task completion, the countdown setting of the activity, the flashing reminder of the invitation action, and the product recommendation and guidance of the page where the new user is invited are all very good highlights, which have been noticed in the homework. Great!

New user conversion rate

You also need to set the hook. You can analyze the new gift package in more detail. In fact, the setting of coupons has only three functions:

1, use preferential incentives to promote conversion 2, promote live repurchase 3, and increase customer unit price; Take coupons as an example. The setting of full or reduced quota is different, the categories of restricted use are different, and the setting of use time is also different. Here, I leave you with another question: Why do you want to set it like this?

This is my comment. In short, the analysis is very good. From the detailed combing of activity path, traffic entrance, activity play and page structure, the analysis of activity hook can be considered from multiple angles.

In this way, we can better understand why the designer wants to design like this, and is it beneficial for him to achieve a certain goal? The above comments hope to bring you some new perspectives.