Case analysis: Is it difficult for paid course mini-programs to grow? Achieve 30% growth using this method

In this case, the fission mechanism of inviting friends to help in the paid course mini program can directly guide users to complete the process and carry out product-style self-growth without the need for manpower for continuous operation. At present, the Xiao Dengta platform has accumulated more than 3 million registered users, and the collective call mechanism has greatly contributed to the growth.

• Growth mechanism: Users want to listen to the course for free, share it with 15-20 friends and ask for help. If friends want to help, they need to log in to the mini program first. Once they log in, they will acquire new users.
• Growth effect: If the course selection is appropriate, the number of users is expected to increase by 30% after the help of friends
• Growth costs: Mini program development costs (one week for development, one week for testing), interface design (2 days), and no subsequent operating costs.

1. Operation Process & User Process

User experience process:

As shown in the figure, in the Xiao Dengta mini program, the user experience process of participating in the paid course set call mechanism is briefly described as follows:

1. User A enters the course details page and clicks "Collect Call to Join for Free". User A can directly share the mini program to the WeChat group. If shared to Moments, it will be converted into a poster.
2. B User enters the mini program through WeChat group or Moments and will be logged in by default. At this point, the mini program has completed user acquisition. After user B clicks "Call for him/her like crazy", "I want to light up too" will appear, guiding user B into the course introduction and starting the cycle of fission.

2. Step by step operation guide

Let’s take a look at the practical decomposition steps of the case and the operation guide for each step.

1. Set goals

In this step, you will need:

(1) Clarify the current goal and estimate the input-output ratio of this stage

Before you start working on the collective call function, you must first clarify what goals you want to achieve, what stage the product is currently in, and whether it is appropriate to introduce the collective call function to achieve the goal. The Call function is more suitable to be introduced after the course content and product mechanism are relatively complete.

(2) Designing the context of the entire mechanism

Designing a complete context for your support mechanism can bring freshness and participation to users. In this case, Xiao Dengta chose the popular expression "Call for XX" to create the context, calling the process of user A seeking help "collecting calls", and user B's support for user A "crazy calling".

1. Process and copywriting

After setting the goals and context framework, you need to design the entire process of the user call and the matching copy for each link. Next, let’s sort out what kind of copywriting Little Lighthouse has designed for the five key links that you need to polish carefully.

(1) Course page button copy

JiCall is free to join (remaining: 19). “Remaining 19” enhances the sense of urgency and lowers the psychological threshold of users.

(2) Before the call, the perspective of the person seeking help

No one is calling for you yet, go share it now~

(3) Before the call, the supporter’s perspective

I need X calls to join the company for free. Please help me~

Button copy : Call for him/her like crazy

"Crazy" adds a sense of doing one's best to help, making the helpers feel more involved.

(4) Share the poster copy

All I need is your call so I can take the class for free~

It emphasizes the purpose of learning, allowing users to feel more at ease when forwarding the content to their friends.

5) In the call, the supporter’s perspective

Thank you for calling me~I have found the direction, how about you?

Button copy : I want to light up too

This further guides the conversion of new users.

When designing copy for each link, you need to think more from the user's perspective and the user's usage process stage. A few sentences of copywriting may seem simple, but it requires the most effort to think about and perfect. Sometimes the difference of one word can bring completely different results.

1. Determine the design

In this step, you need to discuss the visual design plan with the designer and clarify the following two points:

1. What information do you want to highlight?
2. What style do you want?

Case poster page

From the poster page of the case, we can see that Xiao Dengta prefers to guide users to generate posters and post them on WeChat Moments, mainly highlighting the lecturer’s avatar title and his course topics, with user information being given secondary priority (only user avatars, no user names).

1. Limit quantity

Once the design is finalized, you will need to determine the number of set calls and the maximum number of participants for the course. The difficulty and popularity of the course determine the number of calls you need to collect: the simpler the course, the shorter the duration, and the lower the popularity, the fewer calls you need to collect; conversely, the more calls you need to collect.

In this case, the number of calls for a single course set of Xiao Dengta is no less than 15 and no more than 20.

The number of people who can get each course through the Collect Call also needs to be limited. The purpose is to increase the user's sense of urgency, prompting the user to click the Collect Call immediately and reduce the "talk about it later" mentality that is very easy to appear.

1. Set a reminder

When launching a feature, you need to set the frequency and time to remind users of task progress. The small lighthouse is set to push reminders about the completion of goals in the "Service Notification" of WeChat at 6 pm every day.

1. Operation Notes

Android version of the "Little Lighthouse" applet course details page

1. Distinguish between IOS and Android: Mini Programs do not support WeChat Pay on IOS, but do support it on Android. So for Android users, if you want to take a course, you have two options, as shown in the figure below. Such a choice will give users a greater sense of "control".
2. Copywriting feeling: Avoid being abrupt when designing copy. Friendly and natural copywriting will make users willing to accept and be guided unconsciously.
3. Number of people who make calls: The number of people who make calls for each course must be limited to create a sense of urgency for users.
4. Reminder frequency: Be extra cautious when setting the frequency of task goal completion reminders: the frequency of the small lighthouse in the case is once a day, you can decide based on your needs and user characteristics.

Source: Pineapple Loves Growth