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A friend came to me two days ago and said that they had recently done a fission campaign, and the budget was quite sufficient. The purpose was to increase the downloads of the APP. So I designed an activity for friends to help earn points. Follow the official account to pop up the registration page. After registration, you will get an exclusive poster and forward it to your friends. Friends can get points after registration. Users can download the APP to view the points with the registration information, and the points can be exchanged.
In-kind prizes. What about the effect of the activity? The effect is not good. The one-week event has increased by 1,000 downloads, and the official account has increased by 2,000 followers. However, the APP's next Phone Number List day retention is only 10%, and the reading volume of the official account has not changed. Why is this? I asked him, "Did the programmers want to beat you up for this activity?" By summarizing this failure case, sort out the four key processes of fission activity. 1. Case summary: The process is too long, causing users to lose patience.
Why is this activity not working well? Maybe everyone can see that the process is too complicated. Let's use a picture to review the process of this activity. It takes a total of 9 steps for users to understand the event information and participate in the event, to the completion of the prize collection. The whole process can complete 3 indicators, including the addition of fans on the official account, the addition of APP registration, and the addition and activation of APP downloads. Incidentally, it can be improved. Participation in point redemption, physical prizes can also obtain the user's address information.
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发表于 2022-9-21 12:28:02