Analysis of APP promotion and new customer acquisition activities!

The author introduced the specific operations of one of his APP old and new user acquisition activities to us - analyzing the background, setting detailed goals, and selecting promotion channels, activity flow charts, and data points based on the goals.

1. Background

My company is in the online education industry, and its product is an online education learning APP. Since the old version of the product was outsourced and the design framework is outdated, it cannot support the existing business system and strategy.

So there is a new APP, and the first version is about to be launched. The first version only has core functions: watching live broadcasts and recorded broadcasts.

The company is a traditional model, and the old APP has not used Internet-style operation methods. With the release of the new APP, the company's online education business system and strategy also need to be upgraded, and I am the first to operate this new product.

The first quarter work goal is to replace the old version of the APP.

So~ the work of the entire R&D department is divided into two directions:

1. Technology - Ensure the stability, smoothness and perfection of the core functions of existing products.
2. Operations - responsible for the launch and promotion of the new APP (including migration of old platform users + off-site promotion)

The project background has been explained.

2. Mission Start

Many people make the mistake of rolling up their sleeves and starting to write a plan as soon as they receive a task!

Because the business flow involves many departments and the business process is not clear enough, it is necessary to take the questions across departments to understand the company's business flow.

Finally, draw the following business process diagram:

Who is the target? Where is it?

First classify the users in the business and then sort out the business processes.

The users of this activity can be divided into the following two categories:

User A

The source is SEM channel, and the mobile phone number was left on the promotion page. The salesperson has followed up (sales talk), but the conversion was not successful.

This type of unconverted users are kept in Moments, WeChat friends, and address books through sales tactics. The unconverted price may be due to a combination of factors such as trust and price.

User B

After the sale is successful, the subsequent learning services are assigned to a class teacher who is specifically responsible for "after-sales" services.

This type of users are distributed in class groups, WeChat accounts of key persons such as class teachers and class cadres, as well as APPs for learning or official website PC versions.

We can subjectively believe that paying users have a strong demand for the "learning experience" (to get a diploma), so it is relatively easy to attract new users.

Two levers of activity

First: "Authority". People begin to develop an understanding of authority from the age of 3-5. For example, "teachers" and head teachers are the "authorities" we can use best. Class leaders are the spokespersons for authority. We can first use scripts and copywriting to carry out organized and strategic "push" through existing channels.

Second: the psychology of "taking advantage". By combining the psychology of taking advantage with the mechanism of activities, old users can bring in new users, effectively reducing the cost of acquiring customers.

Why use activities when there is leverage?

1. To provide paying users with a better platform experience, we can directly let the "authority" to execute the script, but the user experience will not be moist enough. The dry approach will consume the user experience and damage the brand image.

2. You can set a strategy based on the activity mechanism to acquire the friends of target users. For a user who needs to improve his academic qualifications, his circle of friends is likely to be people with the same academic qualifications, and these are all target users.

3. Through activities, non-paying users from SEM sources can be converted to the next level, allowing potential users to directly become formal students (trial learning), and then through long-term user operation strategies, these users can be made to pay later.

Funnel model of traditional online education

In the AARRR model of "user operation", the definition of "activation" will have different meanings in different products and businesses.

The definition of “education” activation is learning behavior within the platform.

However, the traditional online education business is sales-first, and without payment it is impossible to move to the next step.

The corresponding funnel model is:

This type of business model naturally leads to a low conversion rate, but the user characteristic is that the average order value is high, so companies compete fiercely for traffic, and the cost of acquiring traffic is high (80 yuan to 200 yuan). This is the current characteristic of the industry.

However, there is one particularly striking aspect in the data analysis results of online education: the payment conversion rate of new users who learn about online education through introductions from paying users is as high as 70% (the conversion rate for normal SEM users is less than 20%).

The main traffic acquisition methods for various educational enterprises are SEM and information flow, with the cost of a single user being as high as 80-200 yuan. Given the current situation where the customer acquisition cost is so high and the conversion rate cannot be guaranteed (the conversion rate depends entirely on sales ability), it is particularly important to utilize user fission.

This is exactly the problem the company is facing, so I want to use strategies in conjunction with the new APP to enable users to first be converted into our students.

The specific strategy is to send qualification courses, the reasons are as follows:

1. Cost: Compared with academic courses, its cost is 2/3 lower.
2. Qualification certificates are faster and more attractive than academic qualifications.
3. Certain qualification certificates require a college or bachelor's degree or above, which lays the groundwork for the repurchase of academic courses. For users who have had learning experience, it will be easier for them to choose us when they apply for academic qualifications later, and we can also actively sell during the learning period.

Selection strategy for qualification courses: Through data analysis of sales orders in the most recent quarter, the qualification courses with the highest sales volume were selected.

3. Case Analysis

Event Background

On May 1, the APP was launched for public testing.

In order to better promote and disseminate the new version of the APP, we plan to take advantage of the "May 1st Labor Day" to spread the product, let more users know about the new version of the APP, let more users enter the APP, and at the same time enhance the brand image of the platform through event packaging.

Purpose

Main: Increase the number of new APP registrations and transfer 50,000 students to the APP.

Times: Through the activity mechanism, increase exposure on social platforms and obtain 2,000 new business cards (mobile phone numbers).

Activity Objectives

• 20,000 students registered at the Open College
• 15,000 students registered at the Self-Study College
• 13,000 students registered at the comprehensive college
• 8,000 students registered at the online academy
• 2000 new registered users

Event Time

May 1-7, 2019

Activity Theme

May Day! Get a job with a "certificate" and get the qualification certificate course for free.

Specific activity content

After users register for the APP and enter the activity page, they can receive a qualification course. Before receiving it, they need to share it with others.

Non-APP users can enter their mobile phone number in the activity link to receive a qualification course. After successful receipt, they will be guided to download the APP to study.

Promotion Channels

According to the business flow survey, the internal channels are:

• Official WeChat push
• Official website web page
• Class community
• Old version APP push
• Old version APP pop-up window
• Old version APP banner position
• Academic Affairs System Notice
• Sales circle of friends
• Class cadre circle of friends
• Class teacher's circle of friends
• Teacher live broadcast room
• New APP banner position

As for external channels, given that the APP has just been launched and just meets the basic needs of users, and the content is not very rich, external channels will not be considered for the time being.

Activity Execution Arrangement-Flowchart

Personnel organization

Operation process within the APP (shortest path)

External sharing link user operation process (shortest path)

Basic activity interface

Data Buried Point

Idea: Based on business processes and user behavior paths, we can determine which data we want.

Activity budget (edited)

Activity schedule

Results Data

50,000 new users were attracted, 2,000 new business cards were added, the activity sharing rate was 20%, and the new business card acquisition rate was 10%.

Very remarkable.

Related reading:

1. APP promotion and operation: How to maximize the effect of your activities?

2. APP promotion planning: 60,000 paying users increased within 7 days of beta testing!

3. APP promotion activities: How to plan a screen-sweeping event?

4. A complete list of APP promotion methods in 2019, take it and don’t thank me!

5. How to carry out APP promotion and marketing? What are the common methods?

6. APP promotion case: How to go from 0 to millions of users?

Author: forever

Source: forever