An article explains the AARRR, HOOK model and other aspects of the APP

Editor's note: The "Get" App is a leading player in the popular knowledge payment field. In more than two years, it has gained 20 million users and generated revenue of over 100 million yuan, becoming a benchmark for the industry to emulate.

1. Get APP Product Introduction

1.1 Product Introduction

"Get" provides you with the most time-saving and efficient knowledge services. Produced by the "Luoji Siwei" team, it advocates fragmented learning methods, allowing users to acquire effective knowledge in a short period of time. 20 minutes a day, learn knowledge, gain insights, expand cognition, and grow throughout your life.

First, let's look at a set of data:

Figure 01 – Get APP user data

Note: The data comes from the public data of Luoji Siwei team

It can be seen that from December 2016 to date, the data of APP is as follows:

The number of users increased nearly sixfold from 3.51 million to 20 million;

The number of daily active users increased from 270,000 to 730,000, a little over 2 times.

So far, 46 versions of iOS have been released, with an average of one version released every 20 days.

In order to better understand the Get APP, I sorted out the core logic and product function structure of the Get APP as follows:

In order to help you better understand, let's take a look at the following two pictures:

Changes in ranking of sub-categories of books on the iOS version of the Get APP

Note: The data chart is from Qimai Data

Unlike the steady growth curve of Android downloads, the iOS ranking has been fluctuating in a 2-month cycle since the beginning of 2017. It can be inferred that the product is relying on operational means and has not yet achieved effective self-growth.

Download growth trend of the Android version of the Get APP

Note: The data chart is from KuChuan

It can be seen that the number of user downloads of the Android version of the Duoduo APP has maintained a steady growth trend since its inception. This is due to the huge number of fans of Luoji Siwei itself, which has given it a halo since its inception.

1.2 Product Exploration Period (November 2015 to April 2017)

On November 18, 2015, the V1.0 version of Duode was launched on the iOS side. However, the Duode team officially released the Duode APP to the public in May 2016. In other words, the team spent half a year internally polishing the app to accumulate technology and explore user portraits. During this period, a total of 8 versions were upgraded, with an iteration rate of nearly one month. This is relatively slow among startup companies' projects. It also shows that Luo Zhenyu has shown great patience in developing the Duode APP.

The main user groups in this stage: Luoji Siwei fans, Luo Zhenyu fans

Core user needs at this stage: Follow Luo Yonghao’s call and pursue the path of fragmented knowledge

This stage obtains business needs: identify user positioning and polish product tone

Let's query the total downloads from May to September 2016 and the daily downloads from May to July:

Total Android downloads

Note: The data chart comes from Chan Master

Android daily downloads

A large part of the users during this period were converted from fans of Luoji Siwei. They used it based on their trust in Lao Luo. With its high-quality content and column services, it can be seen that users' evaluation of it is quite high.

In addition, the active data obtained in June 2016 was counted, and the number of active users was 1.6972 million; the average daily activity reached 544,900, the average daily startup times per person reached 18.09 times, and the average daily usage time per person reached 241.82 minutes. From the active data, we can see that the user retention rate is very high and the user stickiness is very high, which shows that its product value and experience are good.

From the download volume and user activity data, we can see that the APP product and market users are well matched and are liked by users.

2. Get the AARRR growth model of APP

Briefly review the product development history and simply divide the product life cycle.

November 2015 - The Dedao APP was launched.

June 2016 - Launched the first paid column "Li Xiang's Business Insider", which was recommended by Jack Ma.

December 2016 - The number of APP users exceeded 3.5 million, and the revenue exceeded 100 million yuan in the first year after its launch.

March 2017 - Luo Zhenyu announced that the weekly video of "Luoji Siwei" would be discontinued on all major platforms and would only be broadcast on the Duode APP.

May 2017 - Launched the Knowledge Release Conference No. 001, introduced 12 knowledge products, and shared the "Get Quality Control Manual" with peers in the industry.

July 2017 - Invited Zeng Ming to give the "20 Lectures on Smart Business" and began to promote "Quality Courses".

July 2017 - It was reported that the company planned to raise 960 million yuan and was valued at 7 billion yuan, but Luo Pang denied it.

August 2017 - Luo Yonghao announced that he would stop updating his column "Luo Yonghao's Entrepreneurship Class".

September 2017 - Launched the Knowledge Conference No. 002 and re-launched the Listen to This Book Every Day VIP.

November 2017 - The number of users of the Dedao APP exceeded 12 million, with an average of nearly 900,000 active users per day.

December 2017 - Dedao APP was selected as one of the App Store's annual selections.

January 2018 - The New Year's Eve speech was to re-promote "50 Lectures on Chinese History" and start the master class strategy.

April 2018 - The "Shaonian Dedao" APP was officially launched to the public, entering the children's education field.

May 2018——Luo Pang announced on his personal Weibo that the number of APP users exceeded 20 million.

2.1 Acquisition

Logical thinking fans conversion

A large part of his influence comes from fans of Luoji Siwei, who use the APP based on their trust in Lao Luo.

Promotion in Logical Thinking Video Talk Show

The APP was promoted through the video of Logical Thinking on Youku, and I also watched the course of Logical Thinking on Youku.

Public account promotion

Promotion of Logical Thinking Public Account

2. Activation

New member coupon

When you open the homepage of the Duoduo APP for the first time, a pop-up page imitating the WeChat red envelope will pop up. After the first registration, a new user coupon worth 10 yuan will be given, which can be used for a limited time. This is also one of the common means of activation, forcing customers to start using it as soon as possible through hunger marketing such as "limited time".

The attraction of content

After users register and log in to the APP, they will browse the content and use high-quality content to attract customers to listen. As a content-based product, how to compete with other platforms to seize users' fragmented time, such as during commuting to and from get off work, in the gym, outdoor sports, and half an hour before bed, so that they can listen to knowledge in fragmented time.

Well-known celebrities

After registering, users log in to the APP. When browsing the interface, they will use the APP because they see the teacher they are interested in.

3. Retention

The posters of the Get APP have been flooding the WeChat Moments one after another recently. It has to be said that the Get team is well versed in the operational routines of how to induce users to forward the posts frequently, and has successfully caused users to automatically forward the posts time and time again. The marketing effect is great every time.

Luo Zhenyu holds a weekly live meeting on the Get APP every Tuesday. I have observed it several times. Luo Zhenyu has his own set of methodologies for team management, operations, and strategic direction. At the end of 2016, the Luoji Siwei team conducted campus recruitment at Communication University of China. One of the students asked: How to judge a person's ability? Luo Zhenyu replied: Look at his ability to do specific things and his way of solving problems. What he did and said were the same: the promotion of the Get APP is specific to such a content, specifically to how to operate and disseminate such a content. Let’s take a look at the recent content operations.

Obama Speech

Background of the event: After Obama delivered his farewell speech, it attracted the attention of the general public and made the American media burst into tears.

What the operation team does: Collect audio of Obama’s classic speeches and attach commentary.

Promotional method: Starting from the 20th, the Get APP, Luoji Siwei Public Account, Get Public Account, and Get APP all have the following words: If you help me promote "Get", I will teach you Obama's speaking skills. So starting from the time Luo Zhenyu released the audio at 6:20 in the morning, the following picture appeared on the WeChat Moments, and Obama's back appeared.

Result of the event: The poster of the Get APP was widely circulated in the circle of friends, more people subscribed to the Get column, and more people circulated the content of Get.

New Year's Eve Speech

Background of the event: On December 30, 2016, Luo Zhenyu gave a speech called "Friends of Time" in Shenzhen. He disassembled the year 2016 horizontally and vertically, focusing on the five black swans that took off in 2016 - time battlefield, service upgrade, intelligent revolution, cognitive tax and community crisis, and sorted out all the big and small events that happened in 2016 in detail.

What the operation team of Get does: Just forward the unique boarding pass of the "Get APP" with your signature to get the audio of the New Year's Eve speech immediately.

Promotional methods: Get APP official account, Luoji Siwei official account, and Get APP home screen banner.

Result of the event: The poster of the Get APP was widely circulated in the circle of friends, and the paid subscription of the Get APP achieved a small growth climax.

Ma Boyong incident

Background of the incident: At 10 pm on December 13, Duoduo published an article, spending 100,000 yuan to buy Ma Boyong’s new work "Ming Dynasty Under the Microscope" and providing it for free to Duoduo APP users.

The operation team's approach: Encourage the public to share a promotional poster called "Zhang Yi Zheng" with their friends.

Marketing fermentation:

From the evening of December 13 to the morning of December 14, the poster was spread on WeChat Moments.

At 9 a.m. on December 14, Ma Boyong forwarded the Weibo post and claimed: I will not keep a single cent of the 100,000 yuan, and will donate it all to the authors of several papers that I referenced when writing this article.

At nine o'clock in the morning on December 14, Ma Boyong published an article entitled "The whole story of four almost failed academic "fraud" cases" to introduce the whole story of his new work, his cooperation with others, and the interesting things that happened when he provided compensation to authors of citing literature. It once again triggered a wave of topic dissemination.

Result of the event: The poster of the Get APP was widely circulated in the circle of friends, and Luo Pang himself gained a good reputation for "respecting intellectual property rights", which was a concrete confirmation of the company's corporate culture and mission. It not only helped to recruit talents, but also won the respect and love of his followers.

Paid Column

There are currently 25 paid columns. For 199 yuan, you can enjoy the daily output of content from big names and experts in various fields. These include "The Road to Financial Freedom" by Li Xiaolai, whose sales exceeded 20 million, and "Dry Goods Diary" by Luo Yonghao, a talk show actor in the mobile phone industry.

4. Revenue realization:

(1) Membership system, separate course payment and other payment methods are attractive;

(2) Traffic monetization: traffic diversion between columns: In Luoji Siwei, Luo Zhenyu frequently quotes content from other columns to divert traffic to other content;

(3) Listen to this book every day

E-books, some books correspond to JD.com paper books

course

Get peripheral products

5. Referral:

You can recommend friends through invitation letters (old users bring new users), and by displaying the number of study days (calculating non-reading days based on the number of registration days), you can satisfy users’ sense of accomplishment and encourage them to share.

So overall, the user sharing process of Duode is relatively simple. The previous version of Duode APP did not spend time and energy to polish the process of encouraging users to share. The latest version of the product has taken some actions in this regard. It is recommended to build on the data analysis to see which forms of sharing users are more willing to make, and focus on promoting them. After all, "good wine needs no bush", and compared to word of mouth, a simple user sharing action can sometimes bring about user conversions that exceed expectations.

3. User Retention Strategy Analysis

1. HEART model

1.1 Happiness:

1) All courses support free trial, so that users can understand whether they have purchase needs;

2) E-book reading, adding emotional male/female voice, more pleasant to listen to;

3) Added online student ID card, which allows you to follow and communicate with more friends.

1.2 Engagement

1) Select user comments and incentive mechanisms (bonuses, books);

2) Mechanism for attracting new users through sharing courses (e.g. Xiang Shuai’s finance course offers a free iPhone X to the user who attracts the most users to purchase the course).

1.3 Adoption:

1) When new features are launched, the feedback is generally poor, because users have already formed habits, and the inconvenience of iterating new features will be complained about;

2) The APP changed its logo to an owl, which caused dissatisfaction among many users. They said they could not understand why the logo was changed. Even in multiple internal user report live broadcasts, Tuo Buhua and Luo Pangzi also complained that they did not approve of the design. No matter how much dissatisfaction there was, it could not stop Duoduo from innovating. At the beginning of each live broadcast, a promotional video with the owl logo was played.

1.4 Retention:

1) Provide multiple playback: meet the audio-visual needs of different users;

2) Added study groups to meet users’ social communication needs;

3) Learning records: record the cumulative learning time and usage records.

1.5 Key completion (Task success):

Through the analysis of the course registration and class data of the Get APP shared in the growth hacker group, 64% of purchasing users will persist in completing all courses. It can be seen that the Get APP users have a high success rate in completing the course content.

2. [HOOK] Model

2.1 Trigger Mechanism

(1) External trigger:

Luo Zhenyu's New Year's Eve Speech

Variety show cooperation: "The Brain", "Knowledge is Power"

Beijing Subway Line 4, "Listen to a Book Every Day" subway train

Advertising and media promotion

App Store ASO: Selected by App Store in 2017, consulted by major websites

Recommend the functions on the site to friends. After the friends successfully register, both of them can get a 20 yuan coupon, which encourages users to

(2) Internal trigger:

Emotions—boredom, curiosity, novelty

Habits—fragmented time, browsing based on friend recommendations

Scenes—Subway, bus, restaurant, before going to bed, forwarding in Moments, forwarding in WeChat groups

2.2 Action - Sufficient Motivation "Pain Point"

A thirst for knowledge and a desire to improve oneself

I don’t know what I should learn

I want to find a way to make use of fragmented time.

Seeking happiness, finding ways

Get knowledge

Get learning methods

Mutual recognition in the UGC community

The Honor of the Medal of Knowledge

2.3 Rewards

Social Rewards:

Identification

Medal received

Sense of accomplishment

Resource Rewards:

Knowledge Red Packet

Course coupons

Renewal discounts

Invite Code

Self-Emotional Rewards:

The satisfaction of completing a study plan

Reduce workplace anxiety

Recognized

2.4 Investment

Stored Value:

Study Notes: Centralized management of personal knowledge assets increases user migration costs

The number of courses purchased: The more courses you take on Getui, the longer it takes, and the higher the time and money costs.

Honors and achievements

Social Relationships:

Equal: Focus on users

Upstream: Lecturer KOL

Loading the next bait at the same time: Daily Audiobook VIP renewal discount

Course recommendations or tailor-made study plans. Just like KEEP tailors fitness plans for users, it can tailor learning plans for users based on its understanding of users, helping them to better understand how to learn and unlocking their underlying learning thinking.

Add peripheral products to increase revenue. If you develop your own noise-cancelling headphones and sell them at an affordable price, you will realize that fragmented time is not a good time for learning. Only when the brain is quiet is it suitable for learning. Noise-cancelling headphones abroad are really expensive. Basically, the ones you see on the subway are the headphones that come with the mobile phones. They cannot reduce noise or the noise reduction effect is poor. They are suitable for entertainment but not for learning.

Source: Growth Officer