More than 100,000 users added in 5 days, revealing the "payment + fission" routine in the education industry!

Fission is a very popular concept this year, on par with " growth hacking " and " traffic pool", and is extremely hot. How popular is it? Even the leaders in the education and training industry use it as the main means of acquiring users.

Why do you say that?

According to experience, the education industry is the last to be affected by every technological change or change in marketing model.

Of course, fission is not a sophisticated marketing concept, nor is it an amazing customer acquisition technique, but it has low cost, strong operation, and quick results, and has had a very big impact in other industries, especially in e-commerce and knowledge payment fields.

Especially in the field of knowledge payment, which is actually closely related to the education and training industry, if fission is successful here, it may naturally affect the education and training industry.

At the same time, the education and training industry has also faced the problem of difficulty in acquiring customers in recent years. Especially with the rise of online education in recent years, high marketing costs and low customer acquisition efficiency have always been prominent problems.

Fission has apparently become a straw that can solve this kind of problem.

Recently, Xueersi , a leader in the education and training industry, adopted a relatively new fission model to acquire customers, gaining more than 100,000 paying users in 5 days, once again proving that fission is a very effective and reliable means of acquiring customers.

Xueersi fission poster

So, what kind of fission form does Xueersi use? What happened behind the scenes? These are the answers that can only be obtained through the following analysis.

1. Xueersi’s fission model

The method used by Xueersi for this fission is “payment + fission”. What is “payment + fission”? Simply put, it means first obtaining a small part of a whole series of products through payment, and then unlocking the remaining products for free to encourage user fission , thereby achieving the purpose of dissemination and customer acquisition.

This may be difficult to understand. The following picture can explain the overall process of "payment + fission".

“Payment + fission” flow chart

We can break this process down into four steps:

• In the first step, a user visits the QR code or link that pops up on the official account or other channels and enters the product introduction page in H5 format.
• In the second step, due to the effect of the copy , a payment action is generated. After payment, you will be reminded to follow the official account, otherwise you will not be able to use it. Of course, after the user pays, it is assumed that he or she has followed the account. The purpose of scanning the code is to obtain the poster.
• The third step is to forward the poster to your friends according to the text prompts. Your friends will scan the QR code on the poster to enter H5 and then pay. After the payment, the invitation is considered complete.
• In the fourth step, after the user successfully invites a specified number of friends to pay, the official account will remind them to unlock the remaining products and guide them into the usage process.

Every invited person will unlock all products through these four steps, and everyone will invite a certain number of people to participate in this fission closed loop.

This cycle repeats itself. If the number of people invited by each person is X, then the number of users will be X^n, which is exponential growth. This is the effect of fission.

Of course, the actual effect will be much worse than the theoretical one, because it will be restricted by many practical conditions, such as product experience, copywriting, initial number of users, activity time, etc.

However, Xueersi has been able to achieve 100,000 users in this way, and has basically achieved the "exponential growth" characteristic of fission. So what are the factors behind this?

2. Factors Affecting “Payment + Fission”

In fact, the success of Xueersi's fission activity mainly lies in the following four points:

1. The product selling point is clear and the copywriting is attractive

For any activity or product, no matter what marketing method is used, the role of copywriting is primary, because the essence of copywriting is to convey product information to users and motivate users to take action.

Xueersi’s main product this time is Sudoku, which is obviously a big pain point in primary school. Of course, Sudoku alone cannot achieve such a high number of users, which means that this is not the first attraction.

On the promotional poster, the most eye-catching text is "China's No. 1 Sudoku puzzler gives live lectures". From this text, one can clearly feel a message - China's No. 1 Sudoku puzzler. The fact that he dares to use such text shows that this teacher is a very famous person, and this is indeed the case.

This teacher is actually a judge on The Brain and is also very popular within Xueersi. It is very wise to list this as a selling point for the event, and it is a good application of "authority" among the six elements of influence.

In addition to being well-known celebrities, "live streaming" is also a very clear selling point. Because Xueersi's external impression is that of an offline institution, live streaming is quite attractive to students and parents who are accustomed to offline classes.

I call this kind of copywriting "authoritative" copywriting, that is, " eye-catching title + solution + triggering effect ".

Of course, the fission activities subsequently launched by Xueersi did not completely copy this copywriting formula. They also adopted benefit-based (low price + quantity + scarcity + solution + triggering effect) and quick-form copywriting (less time/less tasks + solution + triggering effect). Although the results were also good, they did not exceed the scale of this time.

It can be seen that clear selling points and eye-catching copywriting are the first key factors affecting this fission.

Xueersi's other fission poster copywriting

2. The fission process is novel and smooth

The second factor that contributed to the success of Xueersi’s fission is that the entire fission process is novel and smooth.

First of all, let’s talk about novelty.

At present, most of the fission games on the market are one-time. Xueersi's fission looks like an assisted fission form, but there is a significant difference. That is, you have to pay first to participate in the fission, and there are obvious costs and steps.

There are two advantages to doing this. First, it allows users to be screened, making those who participate in fission more accurate. Second, it gives users a reason to participate in fission, because what is unlocked by payment is one class, and subsequent courses can be unlocked for free, but two people must be invited. But compared to getting the complete course, this cost is very small, and users do not suffer any loss.

Next, let’s talk about fluency.

If you have participated in this fission, you will clearly feel that the whole process is well connected, including payment - following the official account - pop-up posters - inviting friends - message reminders, with almost no interruptions, good guidance and a good experience, which basically guarantees that users can get the course by following the instructions.

Xueersi Online Sudoku Course Fission Process

We know that in the Internet age, a new model will be quickly copied. For example, Xueersi Online School adopts a similar process, but with some changes. It is not based on official accounts but on H5.

Xueersi Online School Rubik's Cube Course Fission Process

It can be seen that it doesn’t matter what the process is like. What matters is that it conforms to the usage logic of your own product.

3. High-quality seed users and node effects

The third factor, and another key factor, is the utilization of seed users and node effects.

Any fission activity requires seed users. The larger the base of seed users and the higher the quality, the better the starting point of fission will be and the greater the stamina will be.

Xueersi has always attached great importance to word of mouth, so their users are very loyal. This Sudoku course not only meets their needs, but also has a teacher they like very much, so they will naturally be willing to participate and spread the word.

Among these seed users, there are some opinion leaders (Xueersi calls them core parents). These people are relatively large nodes in the entire fission propagation and can easily exert node effect.

Of course, these "nodes" alone are not enough, more are needed, which requires promotion by Xueersi's branches across the country and publicity by teachers.

In addition to pre-promotion, people who have registered for the course and joined the WeChat service group can also be mobilized for secondary promotion to further amplify the event.

It can be seen that with such a strong promotion effort, it is not surprising that Xueersi can gain so many users in a short period of time.

Therefore, if you want to create a highly disseminated fission activity, copywriting, process, and seed users are three very important points. If you can achieve and make good use of eye-catching copywriting, novel fission process, and high-quality seed users, fission will have the potential to achieve the expected results. Otherwise, you will have to lag behind.

3. The essence of “payment + fission”

Fission is prevalent and is already showing a trend of being ruined, and the newer gameplay of "pay + fission" will soon be copied by most people. However, before copying, there is one thing you need to think about: what is the essence of "pay + fission"?

In fact, the essence of "payment + fission" is crowdfunding fission, that is, achieving one's own goals or interests by getting help from others.

If you want others to help you, you must get their recognition, recognition of you, and recognition of what you are going to do, and this recognition is more based on the familiarity between each other.

——This is the fundamental reason why fission can be applied.

Therefore, in order to make fission more effective, we must carefully think about its fundamental logic, while paying attention to experience and product value; only in this way can we live up to the publicity and word of mouth of users.

This is true for the education and training industry, and also for any industry.