Youdao Premium Courses is an online education product produced by NetEase Youdao . The slogan of Youdao Premium Courses is "Selecting the best courses for you". It focuses on online education for K12 large classes with live broadcast and dual-teacher business. It uses top teachers + scientific teaching and research + AI technology to efficiently implement teaching in accordance with students' aptitude.
1. Case Background
1.1 Product Introduction
Youdao Premium Courses is an online education product produced by NetEase Youdao. The slogan of Youdao Premium Courses is "Selecting the best courses for you". It focuses on online education for K12 large classes with live broadcast and dual-teacher business. It uses top teachers + scientific teaching and research + AI technology to efficiently implement teaching in accordance with students' aptitude.
Currently, Youdao Premium Courses serve a population including preschool children, primary school students, junior high school students, high school students, college students and other job seekers and employed persons. The course content covers online tutoring for primary and junior high schools, intensive lectures on 9 subjects in high school, CET-4 and CET-6 examinations, postgraduate entrance examination English, practical English, professional examinations, etc. Both the population and the courses are diverse and cover a wide range.
This analysis will focus on the K12 subject education field.
1.2 Experience Environment
Device model: OPPO Reno
Operating system: Android 10/ColorOS 7.1
App version: 5.7.4 (latest version)
Experience time: 2021/5/7-2021/5/8
2. Business Logic
1. Products
1.1 User Analysis
1.1.1 User Profile
Data source: Baidu Index
User region: Users are mainly concentrated in economically developed coastal areas and populous provinces. They have a high level of education, but the pressure on students to continue their studies is relatively high, and the demand for products is high.
User age: divided into three stages, people under 19 years old account for about 15% of the total population, and are in primary and secondary school stage; users aged 20-29 account for the highest proportion, about 32% of the total population, and are in the stage of college students and new employees; people aged 30-49 account for about 29% of the total population, and most children are in the primary to high school stage, which meets the K12 stage group.
User gender: The gender of men and women is basically equal, with women accounting for a slightly higher proportion. The reasons may be that mothers spend more time on their children's education than fathers and are more likely to help their children choose online education products. On the other hand, statistics show that in the field of higher education, Chinese men lag behind women, so women may be more willing to learn in depth through high-quality courses.
1.1.2 User needs
Users in the K12 field have dual identities. There are two user groups: parents and students. The actual experience users are students, and the payment decision is made by parents. During the class, parents further decide whether to sign up for the course at full price by observing the students' status and the teacher's teaching level.
Student needs
The purpose is to learn. By signing up for classes, receiving guidance from famous teachers, and formulating targeted study plans, you can improve your academic performance and get timely help with your doubts.
Parents' needs
The purpose is to improve the children's academic performance in all subjects. As the children go to higher school, parents are unable to provide tutoring and are unable to understand their learning situation. By enrolling in teachers to study, check homework, answer questions in a timely manner, and improve academic performance.
1.2 Solve user needs
1.2.1 Bearing Mode
1.2.2 Course Products
2. Traffic
3. Monetization
Monetization model: Through the conversion of drainage products (low-priced trial classes) to high-priced courses, with system classes as the main focus, and more specialized courses for junior high and high schools, paying more attention to the junior high and high school markets.
3. Operational Logic
Taking the 9-yuan primary, middle and high school all-subject high-quality course as an example, the AARRR model is used to analyze it:
3.1 Acquisition
3.1.1 Information Flow Advertising
Data source: AdChaCha
Main distribution channels: Toutiao, Douyin, Moments, Moji Weather, etc.
Youdao Premium Courses has set up public accounts and mini-program traffic entrances in the WeChat ecosystem. The public accounts undertake traffic and marketing content, and the mini-programs are auxiliary tools. Take the Youdao Premium Courses public account as an example
3.1.1 Service Number Name
Youdao Premium Courses: Subject Education Service Account
User groups: K12 students, parents
After following a public account, users will receive a reply message and then view the information in the bottom menu bar.
3.3.2 Menu bar configuration
Left - Online Services
According to user habits, the left side is the side with the highest probability of users opening, and the main promotion activities can be placed there
① APP downloads, attract new customers, guide users, and increase APP downloads.
②Course cooperation is to incubate the education studio team and has nothing to do with converting users
③Learning welfare package, diverting traffic to [Youdao Premium Courses] video account, [Learning Must Have a Way] public account, video account
Medium - Exclusive benefits
①Share and get gifts, referral activities, the threshold is old users who have purchased single-courses of more than 400 yuan. The activity method is to share the poster of the 0-yuan trial class in the circle of friends. If the review is passed, diamonds can be received every week to exchange for diamond mall products. Available referral model disassembly
【Referral effect model = sharing efficiency x conversion efficiency x sharing frequency】
②Start a group with 1 yuan and get a Bluetooth headset for free. Join the group to attract new members and jump to the mini program link. The courses are the four subjects of Chinese, mathematics, physics and chemistry for junior high school.
③Get the essential courses of mathematics, English and physics for junior and senior high school for 0 yuan, which are lead-generating activities. The courses cover all subjects for junior and senior high school.
④Courses for primary, middle and high school students, and lead generation activities. The course costs 9 yuan and is a comprehensive course for primary, middle and high school students.
⑤ Psychological assessment of happiness class, student stress assessment, tagged as application of Tsinghua University's technological achievements, focusing on student mental health
Summary: The middle menu bar is a column centered around lead-generating courses, including 1 course for all grades and 2 junior and senior high school courses. It is speculated that there are more demands from junior and senior high school user groups. The psychological test questions below can also play a lead-generating role, prompting users to take tests out of curiosity. The test results may also be used as a reference for purchasing courses.
Right - Personal Center
The personal center on the right is a personal introduction of users who have purchased courses as well as famous teachers and students. Each article corresponds to a character, allowing users to get to know the teachers and students who have studied the courses. It is an indirect promotional method that allows parents to deepen their impression after seeing the previous famous teacher teaching team.
3.2Activation
3.2.1 Guide users to purchase trial classes
Guide users to click on the menu bar, open the link and browse the landing page information. Use the copy to describe the value proposition of 9 yuan, comprehensive courses, and teachers from Peking University and Tsinghua University to attract users to click and buy. The LIFT model can be used to disassemble the landing page information.
Six factors affect the LIFT model:
Carrier: Value Proposition
Drivers: Relevance, Clarity, Urgency
Obstacles: Anxiety, distraction
3.2.2 Label users after purchasing a course
After completing the course purchase, add a tutor. If you forget, the tutor will contact the user based on the mobile phone number and grade provided when registering for the course. The teacher will ask about the child’s age, gender, academic performance, etc. in advance to understand the parents’ needs for the course, and add the first label - static label to perform user stratification, so as to guide users to purchase courses with a focus in the subsequent class process.
3 types of user tags
① Static tags, which are data provided by users: basic information about users that will not change over a long period of time
② Dynamic tags are derived from the user’s behavior data within the system and change in real time
③ Predictive tags: Based on static and dynamic tags, predictive tags are attached to users to achieve personalized push effects for each user.
3.3Retention
3.3.1 Community during the course, tutor’s personal account, and APP
During class, you can take classes on the APP and listen to lectures by famous teachers. Tutors will remind you of classes before and after class, answer questions, and communicate with users one-on-one in the community to further understand their learning situation in class and what progress they have made compared to before class. Based on their replies and attitudes, you can reward users with a second label - a dynamic label, and a third label - a predictive label, to make refined stratification and maintain more target users.
3.3.2 Private Domain Traffic after the Course
When the course ends and the community is disbanded, users enter the retention pool. By following the tutor’s personal account updates and the APP, they can get timely information about activities and course types, and then drive conversion of old users through user activation.
3.4 Revenue Monetization
3.4.1 Converting low-priced courses to regular-priced courses
The 9-yuan lead-in course can be converted into a system class, which can now be converted into a summer system class with prices ranging from 900 to 1,400 yuan. Senior high school students also have the first-round college entrance examination class for 4,500 yuan and the second- and third-round combined class for 3,600 yuan.
3.5 Referral
By signing up for a 9-yuan traffic-generating course and becoming an old user, you can participate in the referral program and receive rewards.
Currently, Youdao Premium Courses has two referral activity directions:
3.5.1 Referral Classification
(1) All students of Youdao Premium Courses
Share and win prizes
Event time: 2021.5.1-2021.5.31
Activity threshold: All students
Activity channel: APP
Lottery chance: 7 days a cycle, the last cycle is 10 days. Share to WeChat group once in each cycle, 1 chance to enter Moments; invite new users to audition for one month, 10 chances; a total of 18 chances to win the lottery
Reward type: The winning gift will be issued in the form of diamonds, and users can redeem it by themselves.
Invite people to share the path:
Invitee path:
(2) Students who pay full price for Youdao Premium Courses
Invite friends and get gifts every week
Event time: 2021.5.3-2021.5.30
Activity threshold: Students with a system course of more than 400 yuan per subject
Activity channels: APP, WeChat public account
Activity form 1: Upload the course poster to your Moments and make it public for 24 hours
Activity rules: 7 days per cycle, 4 chances in total, the deadline for uploading Moments screenshots is 14 days, and the upload will be approved within 2 working days and the funds will be credited to your account in real time
Activity form 2: Forward the poster to friends
Activity rules: The rewards for signing up for full-price courses will be credited to your account in real time. If your friends do not refund the money within 30 days after receiving the rewards, you can redeem the rewards for goods.
Basic reward: 2,000 diamonds each time, 5,000 diamonds for the first paid share
Additional reward: New users who purchase system courses worth more than 899 yuan within 30 days will receive 50,000 diamonds
New user reward: 5,000 diamonds for purchase in May
3.5.2 Disassembly of the referral model
Referral effect model = sharing efficiency x conversion efficiency x sharing frequency
(1) Sharing efficiency
Sharing efficiency depends on sharing motivation, sharing difficulty, and timely promotion
①Whether the sharing motivation meets the material and spiritual needs of users
② The difficulty of sharing lies in whether the user path is smooth and whether the activity rules are easy to understand
Analysis angle
Highlights
(2) Conversion efficiency depends on the poster’s attractiveness and participation difficulty
① Poster attractiveness: 2 seconds to decide life or death
Two-second rule:
Material design trigger points: an excellent poster is not about showing off, but about clearly expressing the marketing purpose and allowing viewers to trigger designated actions.
Advertisements on the Internet only have a lifespan of 2 seconds. They are either ignored, closed, or clicked.
The design standards of an excellent poster must consist of excellent visual sense and moving copy. When designing posters and copy, you should design more "attractive points" to trigger their willingness to participate, and display the highlights of your own activities on promotional materials. Only in this way can you attract passers-by to participate in the event from the first step. If it is simply good-looking, it may not necessarily arouse people's desire to buy.
Highlights: First, the color scheme uses red and orange as the main eye-catching colors, which is visually harmonious and comfortable. The placement of personalized fonts and basic fonts is more conducive to collecting information; secondly, the poster copy has the core of highlighting the benefits, with information such as 0 yuan for primary, middle and high school subjects, recommended by Lang Ping, and excellent teachers. There is user information in the upper left corner, inviting you to study together to increase the endorsement of trust.
Points for optimization: Lack of scarcity. The scarcity psychology should be used to increase the urgency of user behavior, such as limited time and limited quantity, to create a sense of urgency and increase users' desire to participate.
The benefits are not prominently displayed, and only a row of small print at the bottom of the poster clearly states what you can get.
② Difficulty of participation
Inviter: Click on the share poster to share it with friends or friends in one click. There are also multiple posters and invitation messages to choose from.
New users: Moments - just looking at Moments can promote your product
Receive it from your friends - You can receive it through the mini program. Just select the grade and subject to receive it. It's very simple.
(3) Frequency of referral sharing
①Behavioral Depth
The core method to increase the frequency of referral sharing is to systematically divide the behavior depth of old and new users.
②Sharing behavior
(3) Leveraging products and creativity
①Big Wheel——Share and Win Gifts
②Diamond Mall
The mall has a wide variety of gifts, including virtual goods, learning tools, daily necessities, electronic products, etc. to meet the needs of different users. There is also a setting for the redemption value of items, which makes users more willing to share posters and attract new users.
Share the poster in Moments and get a reward of up to 8,000 diamonds:
Take a chance and your bicycle can be turned into a motorcycle. If you share the poster once, you can exchange it for items worth a few dollars. If you share it twice, you can get items with twice the market price. Just by sharing the poster four times on WeChat Moments, you can get 8,000 diamonds, which can be exchanged for two items. The market price is also written next to the items for reference. Parents who have purchased a single course for 499 yuan are still willing to share.
Bring new users to sign up for system courses above 899, 50,000 diamonds per person:
Expensive goods are mainly electronic products. Successful purchase of one product can be exchanged for a dictionary pen worth 899 yuan. Taking the new third-year junior high school course as an example, the registration price for the system course is 1,000 yuan, which makes old users willing to share the price. There is no limit on the number of people who can purchase full-price courses, and all learning, communication, and entertainment products are available.
4. Highlights and reusable points
The registration path is short. Click on the menu bar of the official account to view → jump to buy now → select grade → jump to payment → complete payment → send to mini program → tutor WeChat → add
The mini program carrier increases the communication efficiency. Mini programs are mainly used as tools. You can use them and then leave. They focus on completing the registration process, making it easy for new users to accept them.
Divide the reward levels for referral tasks. Periodic activity tasks and graded rewards for users of 0-yuan courses and system course users enable old users to adopt more accurate strategies in attracting new users, and paying users are more persuasive in sharing products, and will only be willing to share them to their friends if they think they are good.
The types of activities are diverse. There are many activity entrances, which increases the user click rate. The reward mechanism is perfect, and rich gifts can be exchanged in the points mall, which increases the frequency of user sharing.
5. Points to be optimized
Need to pay attention to the design of the invitation poster. The invitation poster needs to improve the completeness of information. The user invitation link has been very attractive, but the invitation poster does not fully express the contact information, which makes new users have no desire to click to learn more, and the conversion efficiency will be greatly reduced.
It is necessary to pay attention to the design of the landing page. As the main low-priced trial course, the 9-yuan high-quality courses for primary, middle and high schools should be differentiated from the 0-yuan courses in the introduction on the details page. There is no introduction to the time and duration of the class, and no reinforcement of the value proposition. There are not many points that arouse users' interest after scanning the invitation poster. You can try to introduce the LIFT model to design the landing page.
You can try to set up a variety of methods to reach WeChat public account users. Currently, the [Youdao Premium Courses] official account is a service account, and messages can reach users directly. Now there is only one way to follow and reply to messages, which transfers users to the [Youdao Premium Courses] video account, but it does not play a big role in guiding users to purchase courses. It also cannot distinguish between active and inactive users. You can try setting four messages to reach users to test the growth effect. Direct traffic to other public accounts, form a public account matrix, and acquire customers at low cost through private domain traffic.
6. Personal Thoughts
At the beginning, I didn’t understand how the activity was designed when I started to break it down. But when I broke it down, I found it was very interesting. The activity took into account the refined operation of user stratification.
The redemption products selected by Diamond Mall meet the needs of dual users;
When I was looking at the shared posters and felt that they lacked some highlights, the Labor Day poster disappeared and was quietly replaced by the Mother's Day poster.
The main activities in elementary and junior high schools are about Mother's Day. Children at this age are more dependent on their parents, so the gifts and promotions set are biased towards adults. In high schools, the activities become blind box draws, using items that high school users like as an attraction. The high school user group has more ideas of their own.
After carefully looking at the activities on WeChat, I found that there are actually quite a lot of them. It would be better if many activities could be preheated in advance to achieve the purpose of publicity and expand dissemination. The above are just my personal insights, and I will analyze them in more detail when there is a chance.
