Online education APP operation: How to motivate users to complete course learning?

In an era where mobile Internet is so popular, most people will choose online education apps as their first choice for self-improvement. However, online education apps have become a huge market, and the courses they can offer are mostly similar. Whether an online education app can help users overcome their procrastination and complete their course learning is what users consider when choosing it. So, what efforts have these well-known online education apps made to help users persist in learning?

1. User Incentive System

Most apps have a user incentive system, and online education apps are no exception. However, if we want to motivate users to learn and do a good job of user operations , the design of the user incentive system is probably not as simple as an ordinary sign-in.

1. Points redemption

The courses provided by Tencent Classroom APP are divided into free courses and paid courses. Paid courses must be redeemed with course points before they can be viewed, and course points can be redeemed with points or recharged to purchase. By watching videos, users can earn points corresponding to the length of time, and 100 points can be exchanged for 1 lesson point. In order to redeem more course points, users will watch more videos. Tencent Classroom APP uses points redemption to stimulate users to watch course videos and complete course learning.

2. Check-in course study plan

NetEase Open Class APP has created a "10,000-minute learning plan" for users. Users can add courses on the plan display page to their own learning plan, set their own daily study time, and complete the check-in through daily learning. My 10,000-minute plan also displays a learning ranking list , which ranks users according to their learning time. Users can see their own detailed learning records in the detailed records.

The user incentive system of online education apps is designed to motivate users to learn. Therefore, only when users complete the course can they be considered to have completed the behavior specified by the system and obtain corresponding points.

2. Platform self- operation

When the courses provided by the platform are all developed by itself, assisting users to complete the course learning is the focus of operations.

1. Limited time study + tuition refund

During the course development stage, a certain online education platform sold its courses at a limited-time discount in order to gain more seed users and test the courses. For users, there are more and more ways to acquire knowledge. How to distinguish their courses from other online education platforms? This Internet online education platform has made such a regulation: after users purchase the course, they only have three months of study time, and the course learning entrance will be closed when the expiration date. If the user completes the course and submits the course assignment within the specified time, he or she can get half of the registration fee back. Pay first and then study, and you can get cash back after completing the course. This mechanism stimulates users to learn to a great extent.

2. Operations release class reminders

The simplest way to urge users to study is to issue class reminders. After users register on the education platform, on the afternoon of the day the course starts, class reminders will be posted via WeChat service accounts , text messages, and communities , telling users that the course will start tonight and they should not miss it.

3. Class teacher system

After users sign up for a class and participate in learning, they will be invited to the class group. Users will initiate discussions in online classes, and each class has a head teacher and teaching assistants to supervise users' learning and correct homework. Similar to traditional classes, this online class increases users' enthusiasm for learning.

This online education platform adopts an operating model of paying first and then learning, and then refunding after completing the study, to stimulate users to sign up for learning. Then we use the most traditional offline class format and message notifications before the class starts, which makes it almost pervasive and perfectly saves those who are in the terminal stage of laziness.

3. Course development and self-operation + platform operation

The operation of NetEase Cloud Classroom APP is more from the perspective of product and course development.

1. Explore Features

The "Explore" function of the NetEase Cloud Classroom APP provides users with courses related to the courses they are studying, helping users to learn systematically.

For example, the course "SLR Night Photography Skills" that I'm currently studying, to explore this function, recommended me courses such as "Shooting Position is Important if You Don't Take Good Photos" and "Nikon D810 Digital SLR Photography Skills" to facilitate my systematic learning. At first, Boxijun was only interested in a certain course, but the NetEase Cloud Classroom APP started from Boxijun's interest and dug out related courses for him. Such a comprehensive course inspired Boxijun to continue learning.

2. Course development and self-operation

The courses provided by the same online education APP will overlap, so how to encourage users to persist in learning has become a factor that users consider when choosing courses. For course developers, they need to increase the course purchase rate through differentiated operations.

The producer of office software courses such as "How to Make Work PPT" and "Learn Infographics with Awen" uses social networks and new media to stimulate user learning. After purchasing a course, users will be invited to a community where students will discuss course-related content, share their learning progress and homework completion status. When users see that other students are working so hard, they will also follow suit and study hard.

In addition, the course instructor will encourage students to submit homework on Weibo and forward excellent course exercises. Other students will consciously watch the course and complete the exercises in order to get the instructor's forwarding.

Compared with other online education apps, NetEase Cloud Classroom APP is more like a knowledge dissemination platform, which relies more on course developers to operate users and urge them to learn.

4. Limited time activities

Open the Hujiang Online School APP and you can see the activity launch page of the "Full Scholarship Class".

After users sign up for designated courses, they can get a refund of 40% of the paid academic coins if they complete 60% of the required class hours within the validity period. When users have completed all courses, the Hujiang Online School APP will refund the remaining 60% of the academic coins. Academic coins cannot be withdrawn and have a time limit. If they are not used within the specified time, they will become invalid. In order to get the learning coins returned by the Hujiang Online School APP, users will complete the course within the specified time.

Summarize:

Users are purchasing more and more courses, but the completion rate is declining. The operation of online education APP should not only increase users' course purchase rate, but also help users complete course learning so that users can truly learn and use the knowledge.