Get APP: Analysis of the operation and promotion strategies behind the development of knowledge service providers

This article takes product status, user growth and user retention as the starting point, combines PMF, AARRR model , HE AR T model and HOOK model to analyze the growth points and operation methods of the " Get " APP, and tries to give optimization suggestions, aiming to sort out and consolidate the framework of the operation knowledge system .

First, the article mind map:

If we look at 2017 and talk about knowledge payment , many people in the industry would say: The seemingly booming knowledge payment wave this year is essentially caused by the anxiety of contemporary users and their panic about the changes in modern society.

At this time, most of the products on the market that are packaged as knowledge payment do not provide clear value to users.

As of December 2017, the number of monthly independent devices and the total monthly effective usage time of knowledge payment platforms reached 143 million and 4.1 hours, respectively, an increase of 73.7% and 100.3% compared with the beginning of 2017.

On the one hand, after being baptized by the capital market, users' tolerance for paying for knowledge has gradually decreased, which in turn has driven more service providers to come up with products that can provide users with clear value expectations.

On the other hand, the earliest users who purchased knowledge-based paid products out of a desire to “try something new” gradually stayed away from these products after they received less-than-strong positive value and feedback after the purchase. This has led to a easing of the market.

The Get APP , launched by the Luoji Siwei team of Luo Zhenyu , the host of the self-media video talk show " Luoji Siwei ", has gradually established itself as a star product in the industry by building user awareness through the slogans "Knowledge is at Get" and "Serving lifelong learners" as well as its own highly targeted product mechanisms and operational actions.

According to the official statement of the "Get" team: In the past two years, it has launched 71 knowledge products and has more than 20 million users. According to rough estimates, its annual revenue in 2017 was at least over 1 billion.

The following takes product status, user growth and user retention as entry points, combines PMF, AARRR model, HEART model and HOOK model to analyze the growth points and operation methods of APP, and try to give optimization suggestions.

1. Determination of PMF status

1.1 Identify target users

Although product- market fit (PMF) is one of the most important concepts in Lean Startup , it is also the least clear one.

In 2007, Marc Andreessen coined the term in his blog and defined it as:

"In a good market, one product can satisfy the market." In short, there are tens of millions of products on the market and tens of millions of market demands, and the places where the two overlap are the products that meet market demands.

In the PMF concept, there are also different splits for the entire market, which are generally divided into the following three types:

• The first type of PMF is to satisfy an existing market with a better product experience. In this case, the market has been clearly defined and exists, but the experience of products that currently meet this market is still not good enough. Products that meet the existing market require very good user experience and relatively heavy marketing and promotion investment to seize market share.

• The second type of PMF is to use a product to meet an existing but partially unmet market demand. Startups have captured a niche market and directly launched products to meet the needs of users in this niche market.

• The third type of PMF is to create a new market with a product. The unique challenge of creating products in new markets is not only to provide a valuable user experience, but also to convince users to experience it in the first place.

1.2 Identify target users

• First-tier cities are full of mental anxiety, and people hope to actively acquire knowledge that they think is useful in fragmented time to improve their abilities and train their thinking;
• I have plenty of free time and hope to take this opportunity to broaden my thinking and prepare for college students entering the workplace in advance;
• Experienced professionals who have made some progress in the workplace and wish to expand their horizons and career ceiling.

1.3 Discover potential user needs

To sum it up in one sentence: quickly, proactively and efficiently acquire high-quality, systematic knowledge and skills in fragmented time.

1.4 Define the product value proposition

Dedao is a knowledge service platform that serves those who are willing to learn actively and are keen on lifelong learning. It specifically helps users to efficiently acquire systematic knowledge in fragmented time based on functions and interests. Unlike other knowledge payment platforms on the market, it can strictly control the quality of content, allowing users to acquire effective knowledge in a short time.

The model of Dedao tends to be the third type of PMF model. From the beginning of the product launch and in his speech at the end of the year, Luo Zhenyu has been conveying the idea to readers and the public: Dedao is aimed at lifelong learners and provides knowledge services. It attempts to draw a line between itself and other paid knowledge products on the market and occupy the minds of users - to become the best knowledge service provider in China.

In Luo Zhenyu’s own words: The users of the GetApp are not what many Internet people call traffic , but rather the objects of service delivery. Knowledge services do not end with sales, but are a complete experience process. In the future, the Duoduo App will deliver knowledge services to users with a larger lineup, more rigorous logic, a larger system, and a better experience.

1.5 Design product MVP

When designing a product MVP, pay attention to providing only one function and solving only one problem.

1.5.1 Define the primary goal of the product

Acquire high-quality, systematic knowledge and skills quickly, proactively and efficiently in fragmented time.

1.5.2 Define the user flow of the product

Register/Login——Search/View Column Content——Browse Course Content——Purchase/Subscribe——Learn

1.5.3 List product features according to each stage of the user flow

1. Register/Login: WeChat /Mobile number login
2. Search and view column content: search bar, category details, tags
3. Browse course content: course introduction, course catalog, share with friends, trial listening
4. Purchase/Subscription: Payment method, My purchases, User feedback, Coupons, Invitation codes
5. Learning: Personal Center, My Learning Progress, Underline Notes, Customized Learning Plan, Update Reminders, Leave Messages, Export to Evernote, Audio Player, Continuous Play, Memory Play, Double Speed ​​Play

1.5.4 Prioritize features

1.5.5 Building the final feature set

Register, Login, Audio player, Payment method, Course catalog, My purchases, My learning progress, Course introduction, Personal center, Underline notes, Update reminder, Search, Category details, Memory playback, Continuous playback, Speed ​​playback

1.5.6 Key indicator quantification standards <br />The key indicators for verifying MVP are:

• Number of active users: daily active users, weekly active users, monthly active users;
• Usage habits: Weekly usage time of a single user;
• Function usage rate: column listening rate, course completion rate, and note usage rate.

2. Current Operation Status

2.1 Product Introduction

Get APP, a knowledge service app produced by the Luoji Siwei team, gathers the top domestic quality resources. It is mainly aimed at users of lifelong learning. It focuses on using fragmented time to learn systematic high-concentration knowledge. It serves users through paid columns, quality courses, master classes, listening to a book every day and other high-quality content, ultimately allowing users to complete the learning of systematic knowledge.

slogan: Knowledge is available.

Self-definition: Provide you with the most time-saving and efficient knowledge services.

Self-description: Advocate fragmented learning methods to allow users to acquire effective knowledge in a short period of time.

2.2 User portraits and characteristics

• Male-female ratio: not much difference between the two genders, with slightly more males
• Most of them are new professionals: aged between 24 and 40, and generally tend to be younger
• Most people live in big cities: Users are mainly concentrated in first-tier and new first-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and Chengdu

2.3 Version iteration record

The Get app updates its basic functions almost every month, such as optimizing the audio player, e-book layout and other functions. It pays great attention to and attaches great importance to the user experience when listening to audio, and achieves user retention.

2.4 User Feedback and Comments

Five-star reviews:

One-star negative review :

The most common problems with the DuoDe App are "crash crash, unreasonable recharge levels, and inability to export to Evernote". The operation, payment and learning functions were criticized the most by users.

As a learning tool , users also care about the "audio experience" and "reading experience". These two modules are also the basic functions and are also the parts that have been continuously optimized.

• Regarding the problem of playing in reverse order, when playing to the bottom, the content is what has been listened to before, and when playing, the playlist will not move according to the progress of the play. It is recommended that when playing in reverse order, the audio that the user has not played before should be played in sequence, and after the playback is completed, a prompt will be prompted that all the audio that has not been listened to has been played.
• Regarding the support for accessibility features, the current support for accessibility features is not very good. The content on many pages is incorrectly recognized or cannot be recognized. It is recommended to optimize this in the later stage.
• Regarding the evaluation of courses and columns, there is currently no evaluation system proposed for the content sold in Duoduo. It is recommended to add an evaluation function to courses or columns to help users filter out content that is more suitable for them.

2.5 Product Structure Layer Architecture

Example of star module:

(1) Listen to this book every day

Functional description:
Professional interpreters will explain each book and improve reading efficiency by introducing the condensed and streamlined content of a book in half an hour.

Functional analysis: This is consistent with the product introduction, "Use fragmented time to obtain high-concentration knowledge." Users can learn about a book in a very short time, make quick choices and improve efficiency.

(2) Today’s Learning

Function description: The top of today's learning module displays the number of updated articles and the number of articles studied today in the form of a progress bar. The updated article content is displayed in a timeline format, and users can slide the pages. Click on the updated content to read it, the small circle on the content will turn into a check mark, and the task progress bar will change.

Continuously scrolling down will take you to earlier content. The display method is the same as today's learning, and it will show the updated articles of the day and the number of articles you have learned.

Functional analysis: Display learning progress in the form of a task progress bar, and give users feedback after reading the article (with a check mark and task bar progress changes). This method of giving users timely feedback can stimulate their enthusiasm for reading, and users are likely to read more in order to complete the progress bar.

(3) Knowledge Ledger

The knowledge ledger is divided into two modules: learning records and knowledge list.

The learning record shows a seven-day learning time curve; the knowledge list includes history, my favorites, my notes, article comments, new knowledge list and created list viewing functions.

Audio + text format: Provide users with different experience services to prevent users from missing content in audio, and provide timely prompts through text display, which helps users understand and transform knowledge.

2.6 Product Life Cycle

Since its launch in December 2015, the number of user downloads has been steadily increasing until August 2018, indicating that it is still in its overall growth stage. According to the data released by the team itself, the total number of users of the product is currently 5.29 million, with 420,000 daily active users.

2.7 Determine whether PMF is achieved

As of now, there are two data that I think can reflect the PMF value of the product:

• In March 2018, the average daily number of active users of the Duode APP exceeded one million.
• In May 2018, the number of APP users exceeded 20 million.

Conclusion: Judging from the number of monthly active devices and the figures released by Get, it can be judged that the Get app has now reached the P/MF status.

The operation and growth status of the Duode APP has realized its PMF positioning. Users recognize and accept Duode’s value proposition of lifelong learning: “quickly, actively and efficiently acquiring high-quality, systematic knowledge and skills in fragmented time.”

3. Analysis of the AARRR model obtained

3.1 Introduction to AARRR Model

• Acquisition: Number of customers acquired through channels (major app markets , App Store, etc.), quality of customer acquisition (daily launch times, daily usage times), number of new users per day, cumulative number of new users
• Activity : total app downloads, registered users, daily active users, weekly active users, and active message push
• Retention : users retained on the next day, users retained on the 7th day, users returning on the 7th day, daily churn, daily return traffic, average usage time, average user life cycle
• Income : advertising revenue, reward sharing, brand exposure
• Dissemination : number of shares, number of invited registrations

3.2 Acquisition: User Acquisition

Other channels for diversion

• Fans of Luoji Siwei programs on major video platforms
• Official account fans
• Luo Zhenyu's New Year's Eve Speech
• IP authors in various fields on the site exert their IP appeal: for example, the hot sale of Li Xiaolai's column "The Road to Financial Freedom"
• Live Broadcast

Brand Cooperation

• In 2018, we cooperated with The Brain, which is the most popular large-scale science competition reality show in China. The brand tone and user groups of both parties are highly compatible.
• Cooperated with Jiangsu Satellite TV's talk show "Knowledge is Power"

Operational activities

• Knowledge Conference
• Shuangluohui
• Hot Event Marketing : You help me promote it, and I will teach you Obama's speaking skills
• App Store ASO : Selected by App Store in 2017, consulted by major websites

Site functions

• Recommend it to friends. After the friends successfully register, both of them can get a 20 yuan coupon, which encourages users to spread the word spontaneously.

3.3 Activation: User Activation

• Receive a new knowledge package after registration
• Product usage guidance: For example, when you open the learning plan module for the first time, there will be detailed functional guidance to lower the user's usage threshold. Functional changes will be explained in pictures and text in the message center
• push : rewards not claimed, new courses online, live broadcast previews, etc.
• 0.1 yuan to buy a 7-day VIP trial card for audiobooks
• Free Zone: "Luoji Siwei" + "Li Xiang Knowledge Insider": Li Xiang's Business Insider is changed to Knowledge Insider, from 199 yuan/year to free; Luoji Siwei also gets exclusive free updates only, updated daily, and the audio is about 10 minutes long
• Coupons: Incentivize seed users and stimulate consumption among new and old users

3.4 Retention: User Retention

Product function optimization

• Audio player, document reading layout, search prompts, purchase, etc., polish the user experience by continuously improving the details of the main process

Content polishing and optimization

• Invite famous media people as brand interpreters to select classic books worth reading for users
• Establish SOP process, polish and check multiple processes for hundreds of hours on average to ensure the quality of audiobook content

Build user migration costs

• The sale of VIP annual passes increases sunk costs - purchasing paid content , non-refundable once paid
• Medal: Users can be awarded medals for completing specified tasks. The medals can be rewarded with a book to encourage users to keep reading and listening to books, so as to increase user stickiness. This gamified user growth system design continuously reinforces user usage behavior through rewards, satisfies users' desire to show off and self-affirmation, creates a sense of scarcity, stimulates user competition, and provides a rewarding user experience. You can insert some entertainment elements such as games into the boring behavior of "learning", which can also give users a relaxing and pleasant feedback.
• Learning Plan: User Migration Costs
• Knowledge Ledger: The "Knowledge Ledger" has two tags, learning records and knowledge list. The learning record page records the user's learning time and displays the trend changes of the user's learning time in the form of visual data. The knowledge ledger function is not only to record the user's time, but also to provide feedback on the user's learning.

Create a UGC light community

• Knowledge City: Comment on/follow other people's notes, exchange and share learning experiences, and consolidate their own learning results by outputting notes, which enhances the user's sense of accomplishment when using the APP; at the same time, by following the reading notes of KOLs , ordinary readers can get answers to their questions while reading, understand the books that KOLs are reading, and provide references for finding books for themselves, so as to further follow the footsteps of KOLs
• Study Group: brings together a group of users with the same interests. Users in the same community often share common sentiments and express their opinions on common topics.

Material Incentives

• Coupons
• Special price books and one free book every day
• Improve user engagement
• Live broadcast and other special programs
• Letter to Users

3.5 Revenue: Increase revenue

• VIP annual card and monthly membership sales
• Paid column subscription
• Masterclasses and boutique courses
• Physical shopping malls and specialty stores: books, recharge cards, peripherals, etc.
• New Year's Eve Speech

At present, there are 34 column subscriptions, with a cumulative subscription volume of more than 2.6 million, priced at 199 yuan each, which will generate more than 500 million yuan in revenue each year; there are 28 high-quality courses, with a unit price of 19.90-29.90 yuan, and a total of more than 2 million people purchasing them, which roughly contributes 50 million yuan in revenue; there are more than 1,000 audiobooks, priced at 4.99 yuan each.

3.6 Referral: Spreading recommendation

• Invite friends to receive coupons
• Pay friends to read
• The fifth season of Luoji Siwei is only available on the Dedao App
• Featured activities: Share Ma Boyong's free resources and get a "Certificate of Righteousness"

3.7 The complete process of new user experience product

3.8 Weaknesses and Suggestions

User Activation:

There are currently only 25 paid columns, so there is no need to make precise recommendations for the columns. The larger the user base of knowledge services, the more segmented and vertical user learning needs there will be. As more and more course categories appear, optimized recommendation algorithms should be adopted to improve the efficiency of users actively acquiring information.

User Retention:

• In addition to audio, improve the function of video live broadcast
• Launch various IP concepts to subtly enter the user's "mind" and increase the user migration cost
• Customized playlists and similar customized learning plans to meet the personalized needs of users
• Night mode: Many users study at night

About learning investment:

• You can try knowledge tests or after-class questions to help users get positive feedback on their learning.
• Introducing the label of "Weekly Learning Expert", with reference data such as weekly learning time, number of interactions, etc., to increase users' sense of honor in learning

Recommended for dissemination:

• Similar to the medal mechanism, it can guide users to share in the copy and on the page, bringing dissemination

4. Analysis of the HEART addiction model

4.1 Heart Model Concept

Google builds an indicator system to measure user experience along the value transmission direction of goal-signal-indicator, and uses the HEART model to conduct quantitative research on user experience.

As shown in the figure above, based on the above system scope, different products or services can define specific indicators to monitor user experience.

4.2 Happiness User Satisfaction

• Meaning: Measures user happiness/satisfaction
• Metrics: Satisfaction/NPS/Ease of use
• Measurement method: User questionnaire

Net Promoter Score = (number of recommenders/total sample size) 100% - (number of detractors/total sample size) 200%

After sampling 20 users who frequently use the app, the final calculated net recommendation score (NPS) is 60.

4.3 Engagement User Activity

• Meaning: Measures user engagement/activity
• Indicators: User behavior indicators such as usage frequency/viscosity/depth
• Measurement method: Data analysis

Since its launch in December 2015, the number of user downloads has been steadily increasing until August 2018, indicating that it is still in its overall growth stage. According to the data released by the team itself, the total number of users of the product is currently 5.29 million, with 420,000 daily active users.

4.4 Adoption New User Acceptance

• Meaning: Measures new user adoption of a product/version/feature
• Indicator: Product/version/function user ratio
• Measurement method: Data analysis

After checking the app store reviews, it was found that users' reviews of the new version were similar to those of the historical versions.

4.5 Retention

• Meaning: measure the return visit/retention of existing users
• Indicators: User retention rate /repurchase rate/churn rate
• Measurement method: Data analysis

According to data from iResearch Qianfan, in March 2017, the number of active users of the Duoduo APP reached 3 million, an increase of 17% from February. It has been activated 69.87 million times and used for 9.02 million hours.

4.6 Task success

• Meaning: Measures the completion of key tasks
• Indicators: Task completion rate/completion efficiency/error rate
• Measurement method: User testing/data analysis

According to the latest data released by "Get" in March this year, as of March 5, the weekly opening rate of the column in the "Get" APP was 63.1%, and the daily opening rate of the column was 29.3%. Compared to the beginning, there has been a significant drop in data. On the one hand, there are irrational purchases caused by user anxiety in the era of knowledge payment, and on the other hand, there is the unpredictability of user service quality of knowledge payment products.

When "Li Xiang's Business Insider" was first launched, the opening rate was over 90%, but one year later it was less than 15%. According to the official data released by Luo Pang, the average opening rate of the column is exactly 15%. For example, the average opening rate of popular WeChat public accounts in the past few years was only 4.63%.

5. Analysis of HOOK Addiction Model

5.1 Introduction to HOOK Addiction Model

User activation and retention are very important, and when it comes to user retention, the highest level is to make users addicted!

The Hook model is divided into 4 stages. In simple terms, it is a 4-step process:

1. • Action (fragmented scenarios provide high-quality content and lower the threshold for users to acquire knowledge)
   • Incentives (attract users through product features/operational methods, cultivate user habits, and increase stickiness)
   • Investment (a good product experience allows users to invest time and money to gain knowledge and relieve anxiety)
   • Addiction (users who settle down become loyal/active users and have formed a habit for the product)

   5.2 Trigger

5.2.1 External trigger

diversion

• Fans of Luoji Siwei programs on major video platforms
• Official account fans
• Luo Zhenyu's New Year's Eve Speech
• IP authors in various fields on the site exert their IP appeal: for example, the hot sale of Li Xiaolai's column "The Road to Financial Freedom"
• Live Broadcast

Brand Cooperation

• In 2018, we cooperated with The Brain, which is the most popular large-scale science competition reality show in China. The brand tone and user groups of both parties are highly compatible.
• Cooperated with Jiangsu Satellite TV's talk show "Knowledge is Power"

Operational activities

• Knowledge Conference
• Shuangluohui
• Hot Event Marketing : You help me promote it, and I will teach you Obama's speaking skills
• App Store ASO: Selected by App Store in 2017, consulted by major websites

Site functions

• Recommend it to friends. After the friends successfully register, both of them can get a 20 yuan coupon, which encourages users to spread the word spontaneously.

5.2.2 Internal trigger

mood

• boring
• New sense
• curious
• Learn from KOLs

Habit

• Fragmented time
• Friends recommend browsing

Scenario

• subway
• Class Break
• Rest before bed
• Get up early
• Road
• Forward to Moments
• WeChat group forwarding

Place

• subway
• Rest before bed
• queue

5.3 Action

5.3.1 Motivation

Seek hope, avoid fear

• Relieve anxiety in the era of information explosion
• I don’t know what I should learn
• Fragmented time makes it impossible to study systematically
• The thirst for knowledge and the fear of being left behind by the times

Seek pleasure and avoid pain

• Accept the concise and refined knowledge
• Mutual recognition in the UGC community
• The Honor of the Medal of Knowledge

5.3.2 Difficulty of Execution

time

• Fragmented time

money

• The paid subscription column is 199 yuan/year, which is expensive, but office workers prefer to pay.
• The price of high-quality courses and master classes is not high

Physical labor

• earphone
• Browse Documents
• Take notes
• Comment

5.4 Reward

Social Rewards

• Identification
• medal
• Study time
• Joined and received the *th day

Resource Rewards

• medal
• Coupons
• Learning Red Packet
• Invite Code

Self-emotional rewards

• Recognized
• Sharing is needed
• The joy of learning courses
• The sense of accomplishment and honor of completing the study plan

5.5 Investment

Store of Value

• Knowledge Ledger
• Paid Courses
• Course Notes
• Honors/Achievements

Loading the next bait at the same time

• Study Plan
• In-site red envelopes and coupons

Social Relationships

• Equal: Focus on users
• Upstream: Lecturer KOL

5.6 User Retention Suggestions

• There are currently only 25 paid columns, so there is no need to make precise recommendations for the columns. As more and more courses are classified, an optimized recommendation algorithm should be adopted to improve the efficiency of users actively obtaining information.
• In addition to audio, improve the function of video live broadcast
• Launch various IP concepts to subtly enter the user's "mind" and increase the user migration cost
• Some texts have ambiguous meanings: For example, the audiobook lending area causes confusion for users
• Collection entry is too deep: Highly used functions
• Customized playlists and similar customized learning plans to meet the personalized needs of users
• Night mode: Many users study at night
• Font cannot be adjusted

Finally, it is worth mentioning that the university has recently enrolled its 0th batch of students. Apart from the good revenue brought by the high average order value, it is another attempt to build community attributes in addition to the knowledge city-state and users following, liking and commenting on each other. Create opportunities for user interaction, thereby bringing more word-of-mouth and dissemination.