Get APP growth analysis report

1. Background and Purpose

1. background

Recently, I have learned about growth hacking , and learned practical analysis models for growth, such as the AARRR model, the HOOK model, the HEART model, and PM/F. Now I use the knowledge I have learned to experience and investigate the super popular product from 2017 to 2018: Get APP .

1. Purpose

Find the PM/F stage of the APP and determine whether it has reached this stage; use the AARRR model to analyze its growth points and operating methods that meet the characteristics of growth hackers at each stage; use the HEART model and HOOK model to analyze its user retention strategy.

2. Product Analysis

1. Basic product information

Get is an APP that provides knowledge sharing services to users. We have been specially invited to produce high-quality content for users by a group of experts from various industries, including He Caitou, Li Xiang, Liu Xuefeng, and Boss Zhuo. Users can pay online and subscribe to obtain relevant content. Users can also obtain various types of content in sections such as knowledge work and daily listening to books.

1. Product market performance

2. heat

Through the Baidu search index, we can see the degree of Internet users' search attention to the Duode APP and Himalaya and its continuous changes. From the data in the figure below, we can see that there is still a big gap in search popularity between Duoduo and its competitor Himalaya.

Data source: Baidu Index

In addition, we can also see the popularity of the product through the App Store ranking

Data source: Kuchuan

1. Number of users

Through the number of downloads, we can find out the number of users of the two apps. From the figure below, we can see that the growth in Himalaya's downloads is quite obvious, and there are several small stages in which the growth curve is very steep. The growth curve of the Get APP is very flat, with basically no significant growth. Of course, this may be because the scale of the competing products is too large. We will analyze the specific growth of the Get APP separately later.

Data source: Kuchuan

1. User Analysis

2. Gender distribution

Data source: iResearch Index

From the above figure we can see that the number of male users of the app is significantly more than that of female users, which is 1.5 times that of female users.

1. Age distribution

Data source: iResearch Index

From the above figure we can see that most of the users of the app are under 35 years old, among which users between 25 and 35 years old account for nearly 70%.

1. Geographical Distribution

Data source: iResearch Index

From the above figure, we can see that among the top 10 provinces where users are located, more than half are located in the eastern coastal areas. In this part of the region, there are relatively more first- and second-tier cities, so most users are located in first- and second-tier cities.

1. Target Users

The Duode APP is positioned as serious literature, and has popular content such as "Xue Zhaofeng's Economics Class", "Li Xiaolai's Road to Wealth", and "Li Xiang's Business Insider". Through these contents and combined with the above user data, we can see that the core target users of the APP are office workers who want to use fragmented time to study.

1. User Profile

1. Product business form

1. Main functional architecture

3. Product Growth Analysis

1. Product market status

2. PM/F Positioning

I think the PM/F positioning of the Get APP is to use a product to meet an existing market where some of the needs are not met.

1. Product core positioning

Get is a knowledge-based paid APP that focuses on serious literature. It is specially developed for office workers who are anxious about the current situation and the future. Different from products with more entertainment nature such as Himalaya, Get APP can provide more unique insights from leaders in various industries.

1. PM/F Verification

Get monthly unique device data

Data source: iResearch Index

Data source: Enniu Data

Based on the independent device reading data of the Get APP and the data on the number of platform users, daily active users, revenue, etc. of the Get APP disclosed by Enniu Data, the Get APP has reached the PMF stage.

1. Product Life Cycle Analysis

The AARRR model corresponds to the five important links in the life cycle of a mobile application, so we can use it here to analyze the growth points and operation methods of each of these five links.

1. Get User

1) Product level

The content of the Get APP is divided into categories such as psychology, history, literature, business, self-management, management, and commerce. The content is very consistent with the learning needs of the target group.

The WeChat official account of Logical Thinking also indirectly mentioned the APP through book lists or articles, which should be able to attract some users.

The score it got in the App Store is 4.2, which is not too high, but it is acceptable. When users search for knowledge payment related apps through the App Store and see it in the result list, it should be able to bring in some users.

Data source: Qimai Data

2) Operational level

Through an annual New Year’s Eve speech, we increase the exposure of the Get APP and help users gain social currency.

3) Marketing

A certain amount of offline advertising will also be placed for the New Year’s Eve speech, such as the 2018 Friends New Year’s Eve speech advertisement in the Shenzhen Metro as shown below.

4) Personal suggestions

User satisfaction, which is the rating visible in the app store, should be improved, which can increase the chances of acquiring users through the app store.

1. Stimulate activity

1) Product level

The Today's Update module on the homepage of the GetAPP reminds users what content has been updated today, allowing users to seize the time to learn; in addition, the Listen to a Book Every Day module on the homepage also suggests that users can listen to it today; the comment cards on the Knowledge City page also guide users to express their opinions.

2) Operational level

After the user successfully registers for the first time, he/she will be given three books/courses, allowing the user to start using the APP without paying. In addition, the editor's recommendations and selected book lists in this book every day, as well as the "Get Selected" in the Knowledge City, are all operated by the operations staff.

1. User Retention

1) Product level

In addition to the native version, the Get APP also has a WeChat mini-program version (the content is basically based on H5 web pages). When users open the Get mini-program, a message will appear at the bottom asking them to open the Get APP, guiding them to open or download the Get APP.

2) Operational level

The second item in the navigation bar at the bottom of the Get APP is the study plan. On the study plan page, users will be guided to make a study plan; on the My page, there are also users’ learning data, medals and certificates obtained by users.

3) Personal suggestions

User learning time is a function similar to the user experience value of other products. It is recommended to add certain rewards for reaching a certain time, or directly display the achievement pop-up window. On the one hand, it can stimulate the user's enthusiasm for learning and increase retention. On the other hand, it can also play a certain role in self-propagation.

1. Get income

1) Product level

The amount will be displayed for each course or book, and by building a virtual financial system called "De Dao Bei", the user's feeling of paying is reduced. The Dedao APP uses "Dedao Bei" to display all consumption locations, and uses "Yuan" to display when all users earn money.

2) Operational level

At the top of the page where you listen to the book every day (the top of the audiobook shelf on the purchased page, etc.), there is a top advertisement for activating the audiobook VIP membership, and it only costs a very small fee of 0.1 yuan. In addition, when users obtain medals, they will also receive coupons of a certain value to stimulate users to pay.

3) Personal advice

The coupons users receive are valid for too long and there is no sense of urgency. It is recommended to significantly shorten the validity period of coupons to give users a sense of urgency and remind users to use the coupons when they are about to expire.

1. Self-propagation

1) Product & Operation Level

When users feel that the course is very beneficial and the medal brings a sense of honor after listening to the course and receiving the medal, they may share it to a certain extent. In addition, each friend who successfully invites a friend will receive a 20-yuan coupon, which can also induce users to recommend new users through interest-based incentives.

2) Personal advice

According to the growth tips mentioned in the book "Growth Hacker", you can replace the text "Get a 20 yuan coupon for invitation" with "Give a 20 yuan coupon to a friend". Of course, if conditions permit, you can also conduct AB testing to see which copy brings a higher sharing rate.

1. Analysis of addiction mechanism

So how does the Get APP make users addicted and continue to use it? We can analyze it through the HOOK model. The HOOK model describes the basic principles followed in the design of today's Internet habit-forming products. Making users addicted when using the product is inseparable from the four steps and loop mechanism in the model.

1. Trigger mechanism

1) External trigger

The Logical Thinking public account has tens of millions of followers and continues to reach users through the push capabilities of the WeChat public account.

2) Internal trigger

In today's fast-paced society, especially in the market environment of the capital winter in the past two years, employee layoffs have occurred frequently, and people's tension, anxiety and other negative emotions have spread seriously. This is actually the internal trigger of Dedao, that is, taking advantage of the user's fear, thereby triggering its practical Dedao APP.

1. action

Users don’t even need to pay to get three books/courses for free after successfully registering, which they should have paid for. This allows users to use them at no cost, and when they feel good about them, they will naturally take the next action.

1. award

When users achieve certain goals, they will receive medals and coupons of a certain value.

1. invest

1) If you find something useful in listening to the test, you should pay for it

Because the courses in the GetApp do not have only one chapter, this trial reading/listening method can be used. When users feel that the course is very suitable for them after the trial reading, they will pay.

2) Promote new courses

When Logical Thinking has a new course, it will also vigorously promote the new course, for example by limiting the number of people to increase the sense of urgency and thus stimulate users. For example, when "Zhang Lingquan's Chinese class was launched" a few days ago, it was emphasized in the description that only 800 first-grade and second-grade students would be recruited, and in the live broadcast to promote the new course, it was repeatedly emphasized that there were only 800 places each, and emotional words such as "parents who are willing to spend time with their children" were used to guide users to buy.

4. User experience analysis

Using the HEART model, we can analyze user experience

1. Pleasure

We can analyze user happiness through user feedback, user questionnaires, etc. Because user questionnaires take too much time, we will first use user feedback to analyze pleasure.

Data source: Qimai Data

By obtaining the APP's rating data, we can calculate its NPS = 46.3. That’s not bad.

The score of 4.2 is neither high nor too low. However, the number of 1-star negative reviews is also very large, accounting for more than 13%, so we still need to take a quick look at the 1-star reviews to analyze why users gave such strong negative reviews.

Data source: Qimai Data

Through the data of 1-star bad reviews, we can find that some of them are due to Luo Zhenyu’s excessive personal remarks, and some of them are due to payment issues.

1. Engagement

We can understand its participation level through the Knowledge City page of the Get APP.

By browsing the Knowledge City page, after scrolling down for quite a long time, we still found that the comments were basically posted or forwarded by "Get Selected", and the forwarded content was actually the content of the course instructor. Therefore, I think the participation rate of the Get APP should not be high.

1. Acceptance

We can use data such as version upgrade speed and new feature usage to measure its acceptance. Due to the unavailability of version upgrade data, we use new feature usage for analysis.

As can be seen from the above picture, Knowledge City was launched on May 30, 2018 as a major update content of V4.0.0, but until now (January 12, 2019), its content was basically produced by the operators of the GetAPP itself. Therefore, I think the acceptance of the app is low.

1. Retention rate

The previous analysis also mentioned that the number of users of the Get APP is 23 million, with nearly 900,000 daily active users. Therefore, we can roughly calculate that the retention rate (30 days) is 3.9%, which is much lower than the average value of 10% for the 30-day retention of this app.

1. Mission success rate

For a knowledge-based paid product, the course completion rate should be a very important indicator to measure the success rate of the task, but this indicator is temporarily unavailable, so an effective judgment cannot be made.

IV. Conclusion

As a knowledge-based paid product, all of the products in the Get APP are paid content. It is actually very good that such a product has gained 23 million users in just three years. However, its user retention ability is much lower than its customer acquisition ability. According to relevant data, its 30-day retention rate is only 3.9%. On the premise that the broad growth (acquiring users) has been done well, Dedao APP should find ways to work hard on retention. This also caters to what the founder of growingio said in his latest speech that retention is the prerequisite of the entire growth model.

Source: Shuangge V Wu