Case analysis | Interpretation of activity operation and new customer acquisition

In order to continuously explore ways to activate existing stock users while achieving sustainable user growth, Chaos University used the membership model commonly used in traditional industries to create a hot-selling case in just one week, achieving millions in revenue.

Next, I will talk about Chaos University’s case in the WeChat ecosystem from three aspects, hoping it can help everyone.

This article is divided into 3 parts:

1. Use membership cards to attract new customers and quickly seize the user's mind

2. The complete path from activity acquisition to conversion and monetization

3. Inventory of reusable activity skills

This article is suitable for: operators who want to quickly acquire customers, especially those in the knowledge payment industry

1. Use membership cards to attract new customers and quickly seize the user's mind

In fact, Chaos University has been selling annual passes to the public before, but the average customer spending was relatively high, with the selling price on the official account being around 1,000. Moreover, because the annual card is valid for a long time, many users are worried that they will not be able to stick with it after purchasing it, and it would be a waste if they do not use it on the platform midway. Therefore, from the user's perspective, the decision threshold for purchasing an annual pass is still relatively high.

Secondly, from the perspective of trust , if you ask a new user to pay 1,000 yuan directly for a membership card, the user will definitely have concerns, and the trust cycle will be lengthened to a certain extent, making it naturally more difficult to convert in a short period of time. Therefore, for most users, as long as their trust in the brand has not reached their psychological expectations, they will not choose or consider becoming a paid member.

The most important thing is that once the price rises to the 1,000 range, people will get used to thinking rationally and making decisions slowly.

So in this case, in order to attract more people to buy annual memberships, Chaos University tried the distribution method recommended by Zero One, using the monthly card as a guide and relying on distribution to acquire customers. The first event attracted more than 10,000 targeted people to pay.

Going back to the activity itself, we will find that even if it is in the same form of a membership card, the effect will be completely different if one or two elements are changed. This time, the previous annual card benefits are packaged into monthly cards and sold to users in the form of monthly passes. Of course, the benefits enjoyed are still the same, but the duration and price have been adjusted accordingly.

The duration is changed to months, and the price adopts a psychological pricing strategy. The price of 98 yuan and the high commission of 88 yuan are extremely attractive to users who have been struggling with price and duration. Moreover, the extremely low payment threshold undoubtedly easily dispels the concerns and doubts of the user group.

Chaos University takes into account what users think, creates consumption scenarios for users, and lays the first inducement for screen swiping.

And because it is the first release, it has a certain freshness to users, so it is easier to capture the users' minds and gain their attention .

2. The complete path from activity acquisition to conversion and monetization

Chaos University used personal WeChat accounts and public accounts/service accounts to reach old users, and stimulated old users to share by means of commissions. As a result, the effect of the activity was very good, and the fission level alone reached level 9 at one point.

Active fission path

Users see the poster - enter the details page - purchase/generate and share exclusive distribution posters - new users scan the code to enter the event page - purchase monthly cards - old users receive distribution rewards - fission cycle.

Retention and activation design

Through one-click data diversion and with the help of Zero One's API interface, the mobile phone number data of users who purchase monthly cards can be directly directed to the Chaos University APP. In this way, when the user logs into the APP again, the membership time will be automatically extended. Purchasing users can directly enjoy the membership functions, avoiding a series of negative psychological reactions to the brand caused by users' lack of understanding of operations. It is very convenient.

3. Inventory of reusable activity skills

1. Poster design

A/B poster testing

Chaos University has prepared 5-6 different types of event posters for this event. Users can choose their favorite poster type to generate exclusive posters to invite new users. Of course, his AB posters are not just for people to make choices. To go further, the five versions of the posters are a segmentation of Chaos University for every group of people who may see this event.

2. Fission design

The distribution model was designed using Zero One’s distribution system, which stimulated users through high rebates and real-time payment. It can greatly increase the sharing rate because it continuously provides users with positive feedback and incentives during the action process. In this way, users can continue to experience the incentive effect of the positive cycle, thereby continuously strengthening their behavior, insisting on sharing, and driving more people to participate.

Profit-driven

The product amount will then be returned as a commission, which will increase the user's motivation to share. As long as they successfully recommend a friend to purchase, they can get a commission of 88 yuan, which is equivalent to buying a monthly card for Chaos University for 10 yuan. As long as they recommend two or more friends, they will make money. Users are very willing to share, thus achieving a fission effect.

Luck mentality

Similarly, users who do not have this need, as long as they see that this activity has the potential to bring them high commissions, will be willing to share it with the mentality of giving it a try, and maybe the recommendation will be successful.

And there is a very interesting phenomenon: there is no information about commission in the sharing text in everyone’s circle of friends, only information related to course content and brand. Because of their brand effect, strong brand endorsement, and generally high-quality user groups, many people will not raise the price as an anchor point, but the reason many people share is precisely because of the high commissions. So when we plan an event, if we change the way we think, it may bring completely different results.

3. Design of lure points

Copywriting skills

Targeted speech designs are designed for each group of people. For example, "be classmates with business leaders" is used to emphasize identity and status ; "invite you to become an innovation recommendation officer" is given an honorary attribute ; "your business school preparatory class" highlights the growth prospects , etc. By combining the needs and psychology of different groups of people, it is possible to stimulate the desire of different groups of people to buy and forward.

Because these posters contain highly suggestive words, as long as I share this poster, it will show everyone a very positive and active state, which will help me achieve my own satisfaction, and at the same time it will be easier to gain everyone's social recognition, so most people will share it.

The bonus training camp

Moreover, their event included a 7-day training camp, using business bigwigs to personally narrate their past practical experiences and upgrade cognition as a gimmick to increase the attractiveness of this monthly card event.

Moreover, because learning itself is an anti-human thing, most people who buy paid knowledge products find it difficult to persist in learning due to laziness, so the conversion rate or renewal rate from low average order value to high average order value will be very low. But because of this complimentary training camp, we have strong interaction and supervision with users in the group every day to cultivate users' learning habits. At the same time, through the 7-day learning in the community, a certain sense of trust has been established, so their conversion rate from the first monthly card to the annual card can be greatly improved.

Screening accurate users

Chaos University's original main means of acquiring customers was to attract users to pay through word of mouth, referrals, and content. Even though the user group was business leaders and corporate executives with relatively high spending power, an annual card of 1,000 yuan was still relatively expensive, and it was difficult to attract so many highly-intended paying users at once through operational means. Now, by setting a price threshold of 98 yuan, as long as the user pays, we can screen out high-quality users who are interested in the annual card business, facilitating subsequent conversions.

Finally, I would like to summarize Chaos University’s fission ideas in one sentence. The formula is: fission activities = drainage products + posters + fission process + startup resources. Because we only analyze the ideas in the WeChat ecosystem here, we will not disassemble the startup resources of Chaos. Friends who are interested can go for a comprehensive disassembly.

Author: Erbai

Source: Schrödinger's Information Flow (W77PPT)