How do knowledge payment platforms increase user growth? 5 routines!

The middle class’s “knowledge anxiety” has led to the rise of the knowledge payment market, providing everyone with a more cost-effective way of learning. Various types of knowledge payment platforms are emerging one after another. In today's world where users have many choices, how can knowledge payment platforms achieve user growth ? We will teach you five tricks: check-in, invite friends to complete tasks and receive rewards, group purchase, invite friends to bargain, and distribution.

A friend once asked me why paid knowledge is becoming more and more popular, whether it is Mint Reading, Liulishuo, or various paid new media courses.

My answer at the time was: Because we were all too anxious and wanted to be better .

Take a look at the current public account tweets:

• "People born after 2000 already earn over 10,000 yuan a month. How about you?"
• “I still can’t afford the membership fee even though I earn tens of thousands of yuan a month”
• "How can someone with a monthly salary of 5,000 yuan find a girlfriend?"

Although there may be some meaning of the clickbait title in it, countless young people have realized that life is becoming more and more difficult, especially those young people who cannot leave Beijing, Shanghai and Guangzhou. This may be the current situation.

So more and more people want to improve themselves. The rise of knowledge payment provides everyone with a more cost-effective way of learning .

Some people are learning English, some are expanding their professional skills, and some are cultivating their interests and hobbies in an effort to become a slash youth.

I roughly studied how these platforms achieve user growth, and generally speaking, there are probably these five routines:

Routine 1: Check-in - Mint Reading

Everyone may know Mint Reading.

Mint Reading is the first platform I have seen that uses rewards to encourage users to check in on WeChat Moments , and the effect is significant.

"Check in for 80 days and take home a physical book worth 200 yuan." The registration fee is only 149, and as long as you check in for 80 days, you can get a physical book worth 200 yuan, giving you a feeling of making money while persisting in learning!

Screenshot of the check-in in Moments

Moreover, I asked a few friends who insist on checking in, and they didn’t mind checking in. Checking in is also a process for their friends in the circle of friends to supervise them.

I also researched some other platforms and found that many users are very resistant to sharing. Why is Mint Reading so good at sharing?

I think:

1. Learning English is a relatively high-end thing. I have been reading English books, and I have the perseverance to stick to it. The impression I leave on my friends should also be a positive one, such as being "ambitious" and not damaging my social currency.
2. The shared titles and shared pictures are not static. The title will change, and the content style of the card will also change.
3. The service is good. If you miss classes for a few days, a teacher will come to remind you to attend classes.
4. It's a bit like the Matthew effect . With so many people sharing, more and more people will get involved - at least that's the case in my circle of friends. More and more people are checking in.

Routine 2: Invite friends to complete tasks and receive rewards - Panda Lesson

Panda Lesson has also captured a large number of fans with its "conversational" teaching method, which gives people a sense of being in a real "class".

Course screenshots

Similar to WeChat Reading :

1. It also has a feature similar to "give one, get one" - give it to a friend, and after the friend receives it, I can also listen to it for free.
2. The “Diligent Study Plan” launched by the company - tuition is waived for one year, which is like the “monthly card” of WeChat Reading. Payment is not based on courses, but on time.

I would like to focus on their other way of acquiring customers: giving away xxx for completing tasks.

New customers will be given a free "Mobile Photography Course" when they first follow us. You can take the free course first, which lasts for 3 days, or you can directly purchase the paid course. (The price seemed to be 69 at that time)

Now that everyone has a smartphone, taking photos is a strong demand. I took the free 3-day course without hesitation. During the class, it would send a message to the user saying that you have a free wide-angle lens to be claimed. The threshold for claiming it is to invite 5 friends to participate.

While learning photography, users will be given a wide-angle lens, all for free! What an attraction this is! ! ! I recommended this course to my friend, and she invited 5 friends to follow and take the video within minutes. The platform also gained 6 users easily.

Routine 3: Group purchase - classmates outside the circle

Group buying is also a common way to acquire customers. Many course platforms have used this method. For example, a group of three people can get an instant discount of 200 yuan.

Quanwai is a course platform that focuses on "career advancement plans". It has a class specifically for acquiring customers. This class is about the book "Principles". Groups of three people can pay one yuan to attend the class.

Invitation card screenshot

The cost of the course is 1 yuan, which is relatively low. I paid without thinking twice and successfully invited two friends to join the group.

Trick 4: Invite friends to bargain

I have seen this model on another smaller course platform, which is similar to Pinduoduo's method of inviting friends to bargain and get things for free. You can buy this course at the original price or ask your friends to bargain for you.

1. Some courses can be reduced to 0 yuan, which means that you can invite 3 friends to scan the QR code and attend the course for free.
2. Some courses cannot be bargained down to 0 yuan, but you will be clearly told that you can bargain for 20 yuan by inviting a friend, and if you invite 3 friends to bargain, a course originally priced at 69 yuan can be bargained down to 9 yuan.

Invite friends to bargain screenshot

• Advantages: Clearly tell users the cost and corresponding results you pay;
• Disadvantages: Users need to perform two operations: they need to pay while bargaining, which may cause some users to leave.

Routine 5 - Distribution

This method should be familiar to everyone: the new world view that was once popular, and many courses of NetEase follow this model - generate your own invitation card, and when your friends purchase through your invitation card, you will get a rebate. Of course, the more friends you buy, the more rebates you get.

Summarize

In general, the above 5 routines are used by most platforms in combination, such as group buying + check-in, inviting friends to bargain + check-in, inviting friends to bargain + distribution, etc.

There are many routines, and the best one is the one that suits you. If you use these routines well, you may be able to gain tens of thousands or even millions of fans. However, after acquiring users, how to get them to pay and keep paying is another issue that needs attention.

What other growth methods have you seen? Welcome to chat.

Source: Sugar Control