6 ways to attract new users!

Today's article would like to explain to you from another perspective what forms of online education currently exist where old teachers teach new students.

1. Register

• Target old users: registered users
• Target new users: New registered users

This form can target potential users and is one of the most basic forms of bringing in new users. In a sense, it can be classified as fission. Because the threshold for participating users is low, you can consider using creative gameplay to improve the fission efficiency, such as adding popular blind box fission, big wheel draws, unlocking assistance, group buying, etc.

In terms of rewards, physical rewards are more commonly used, but they are not recommended because of the risk of wool collection. Virtual rewards such as courses and coupons are more reasonable, and the risk control costs are relatively low.

For example, both Xueersi’s online and offline businesses adopt the “registration with registration” model where old customers bring in new customers.

Among them, the offline business uses a big wheel lottery game to attract new customers, requiring registered users to complete a poster sharing task once a week. Upon completion, they will get a chance to draw a lottery. The chance will be doubled if they invite new users to register and diagnose.

The online business is different. It uses blind box assistance gameplay and prepares multiple virtual blind boxes. Each blind box requires inviting four new registered users to open it.

Another example is Spark Education, which uses virtual currency, class hours, special courses, learning materials, etc. as comprehensive reward bait. You can give them to the inviter by inviting a friend to register and take a trial class.

Another example is VIPKID, which uses team-building to carry out activities where old users bring in new users. The bait for the activity is a variety of foreign teacher classes. All users (equivalent to registered users) can initiate invitations, but only unregistered users can join the group.

In addition, no matter which of the above specific gameplays is used, this type of old-to-new user type is also aimed at high-intent users, but it is rare. Although it is technically possible to identify paying users, it cannot form a stable and efficient closed loop like fission. Instead, it requires marketing intervention on new registered users and converting them into paying users before they can participate.

2. Paid registration

Target old users: paid course users

Target new users: New registered users

It is necessary to say that for some high-priced educational products, their core form of bringing in new users belongs to this category. The purpose is to use paying users to bring in high-intent users, making it easier to use telemarketing to convert large course orders. In terms of rewards, the most common reward methods include class hours, coupons, points, and physical items. Of course, online education institutions also provide incentives in the form of commissions.

The most typical case is VIPKID, which has long adopted the paid registration method of old users bringing in new users. Users are invited to participate in various paid course users, especially multi-class users, and they can get energy stones by sharing posters. Inviting new users to register will reward them with multiple public classes (previously major courses) and physical items (requires completing course purchases).

3. Pay to Pay

Target old users: paid course users

Target new users: Non-paying users

This is the third common and effective way for old customers to bring in new customers. In terms of actual gameplay, distribution and invitation with rewards are the main forms. Many of the leading K12 online schools and children’s AI course brands use this approach to mentor new customers.

The specific process is as follows: First, you need to purchase at least a low-priced course, including 0 yuan (because it can generate orders), 1 yuan, 9 yuan, etc. Of course, users of high-priced courses can also participate. Then users will be guided to share. If the invitation is successful, you can earn commissions. If the step-by-step invitation is successful, there will be corresponding physical rewards.

For example, Gaotu Classroom uses a mini program as a carrier to launch an invitation rebate activity. As long as you have registered for a course, you can participate. If you invite new users to purchase an 18 yuan trial class, you can get a 10 yuan cash reward. The more invitations you make, the more physical rewards you will get. In addition, you can also get cash for tasks such as first login and sharing on WeChat Moments.

Another example is Xiaojijiaojiao Reading, which also initiates referrals from users who have participated in courses in the past. The invitation incentive is virtual points called "Xuedou". Old users are given 50 and 1,800 Xuedou for inviting new users to sign up for training camps and annual courses respectively. New users are given priority to sign up for the 0 yuan/1 yuan training camp, which is obviously intended to be converted to annual courses through the community.

Of course, at a time when lead-in courses are the core means of recruiting students, the form of old customers bringing in new customers at a low price is obviously more reasonable, because it can effectively reduce the overall customer acquisition cost. Here are two examples.

Zebra Thinking has designed an activity for old users to bring in new users for the 1-yuan trial class. Using the mini program as a carrier, users can get a 1-yuan cashback by inviting one person to purchase a trial class, and can get physical items worth dozens of yuan, such as painting sets, thermos cups, etc. by inviting multiple people. It is very attractive.

Dingdong Classroom, also an AI course product, adopts an invitation reward policy of "red envelope + points". Specifically, if you invite one person to buy a 9.9 yuan trial class, you will get a 5 yuan cashback. If you invite 3, 5, 8, or 10 people, additional red envelope rewards will be unlocked. If the invitees attend or purchase formal courses, they will also be awarded points to exchange for physical items.

There are many other examples of K12 online schools offering low prices, which I will not explain here. The basic logic is the same as above.

Among paid courses, there is the concept of high-priced courses, especially for online education institutions that mainly provide class-based courses, such as K12 online schools. They can have a large scale and can generate scale growth effects, making them more suitable for trying to train new students through old ones.

4. High price for registration

Target old users: users of high-priced courses

Target new users: New registered users

High-priced registration is actually a rarely used form of old-school new-marketing, but registered users can easily enter various conversion paths that lead to high-priced courses, so it will appear in a timely manner according to the growth needs of the organization, enriching and enhancing the overall growth effect.

Take Zuoyebang as an example. During the Spring Festival of 2021, it launched an activity for primary school full-paying users to bring in old and new users, mainly based on sharing tasks and step-by-step rewards. The reward for sharing tasks is points, and the reward for step-by-step invitations is physical items. What's interesting is that the means to attract new users is low-priced courses. Presumably the fundamental purpose is still to bring low-priced courses.

5. High prices pull down prices

Target old users: users of high-priced courses

Target new users: users of low-priced courses

This is the fifth mainstream way of online education, which is to bring in new customers. It is suitable for K12 online schools because their regular conversion path is "traffic-enhancing courses-full-priced courses-renewal". Full-priced courses can bring in new traffic-enhancing courses, which is equivalent to making this path a closed loop. Although the cycle is long, it will definitely meet the requirements of low-cost enrollment in the long run.

In terms of specific implementation, most of the time, the strategy of invitation and reward is adopted, and when promoting through channels, it is directly targeted at full-price users. In terms of rewards, "physical rewards + virtual rewards" are mainly used. However, in terms of physical rewards, it is best to play a caring role, such as developing some high-value physical objects with collection value.

For example, Youdao Premium Courses under NetEase launched a check-in sharing activity for system class students. The activity involves sharing posters on WeChat Moments. Checking in every week will give 5,000 diamonds, and checking in once, four, or ten times will give self-developed physical products of different values ​​as rewards. What attracts new users is the free traffic-generating courses.

6. High prices drive higher prices

Target old users: Users who have purchased high-priced courses

Target new users: Users who have not purchased high-priced courses

Full-price teaching is a very important form of old-price teaching for K12 online schools, especially during the winter and summer vacations and the renewal period, it has a significant growth effect. In addition, the promoters of some children's English products are selected from full-price users, and then distribute the full-price courses. However, some K12 online school cases are still used to illustrate.

For example, a certain giant has long used coupons as bait. For every user invited to a full-priced course and the user attends the course, the old user will be rewarded with a 100-yuan coupon, which can be stacked without a cap. A leading online school once used physical unlocking to reward old users. For every person invited, the user could choose one of three physical objects. There are also leading institutions that reward large points or even cash red envelopes.

VII. Conclusion

The above is a summary of all the forms of bringing in new customers. It can be found that different forms may adopt similar rewards, and each case does not only include one type of user. This shows that bringing in new customers is a systematic business that undertakes multiple purposes. It also means that when we design strategies, we must pay attention to details and think about the logic.

Author: Wild Operation Community

Source: Wild Operation Community (id: dugu9bubai)