Today's case comes from Xiaowen, an outstanding contestant in the case analysis activity. The case analysis he brought is about the new user promotion and activation method of Xiaoyuan Kousuan APP. Enjoy~

1. Case Background

1.1 Case name: How to attract new users and promote activation in Xiaoyuan Kousuan APP

1.2 Product Background:

Xiaoyuankou is a tool product under Yuanfudao. Help children from preschool to sixth grade to improve their mental arithmetic skills in all aspects, while reducing the burden of marking mental arithmetic homework for parents and teachers; subjects involved: mathematics, Chinese. As one of the many learning tools under Yuanfudao, it promotes the improvement of learning and tutoring efficiency for parents and students, provides users with diversified intelligent education services such as online classes, smart exercises, and problem analysis, and helps students complete the learning loop in a systematic and efficient manner. It also creates a product matrix closed loop for Yuanfudao, which is the core competitiveness that enables Yuanfudao to gain a foothold in the market.

Target group: Covering preschool and primary school students of all ages

Product volume: tens of millions. Until the end of January 2021

Active activity ranking 4th (as of the end of January)

1.3 Activity theme: "Invite 3 friends and get 5-minute mental arithmetic cards for free" or "Sign in to get cards"

1.4 Activity form:

Users can invite 3 friends to scan the QR code and register the APP to get a copy of "5-minute mental arithmetic cards"

If the user continues to invite 2 friends to scan the QR code and register the APP, each of them will receive another copy of "Writing Words by Pinyin"

If you don't want to invite friends, you can get "Mental Arithmetic Cards" or "Write Words by Pinyin" by signing in for 7 consecutive days.

2. User Path

3. Activity diagram and analysis of each path

4. Product highlights and reusable features

In addition to the above highlights of using the lift model to analyze the design of landing pages, the following highlights are worth reusing:

1. Product function development

The entire activity path is very smooth, and there is almost no traffic loss due to operational problems;

The risk control is very strict, and it can accurately identify the identity status of the invitee and directly display the reason on the page. For example, if the invitee has not logged in or has registered for the APP before, the invitation cannot be counted as a successful one. This can effectively improve the quality of new users, reduce the number of freeloaders, and reduce the cost of issuing prizes.

From the above details, we can judge that the product team of Xiaoyuan Search Questions has invested a lot of energy in the development of this marketing component, which is also the basis for the effective dissemination of the activity;

2. Link with WeChat scenes

The activity page directly prompts that following the official account can be informed of the progress of the group purchase, importing accurate traffic from the APP to the WeChat terminal, entering the WeChat private domain traffic, and improving the course conversion efficiency;

3. Close connection between attracting new customers and promoting activation

The most noteworthy thing about this analysis is that it uses retention pop-up windows to timely control the traffic of people who are interested in [Mental Arithmetic Cards] but do not want to invite friends, and adds a gameplay that allows users to receive cards after signing in for 7 days, which greatly increases the number of active users on the site and improves retention on the site;

At the same time, sharing gameplay has been added to the sign-in process, forming a closed loop of attracting new users and promoting activation;

5. To be optimized

1. Compare and analyze with Zuoyebang [Free Calculation Book Pencil Bag]

2. The prizes are only mental arithmetic cards and products for writing Chinese characters by looking at pinyin, which are relatively young. The needs of users in grades 1-2 and 3-6 in primary school are quite different. I personally feel that the products are not very friendly to children in grades 5 and 6. Different product selection activities can be carried out according to the pain points of different grades. It does not have to be produced by the company. In fact, some reading books and stationery are also good choices.

3. The deadline for the shared posters is shown as April. Maybe the operator was on holiday during the Labor Day holiday and didn’t have time to change the posters.

6. Personal Thoughts

1. Currently, both Yuanfudao and Zuoyebang APPs are offering free oral arithmetic activities. Both parties have provided a lot of resources for promotion on the website. The use of fission and new user acquisition as a daily routine activity shows that they have good new user acquisition capabilities. They can refer to similar activities for later launch;

2. The gameplay of invitation + sign-in increases the efficiency of traffic utilization. In the future, various gameplays can be superimposed with sign-in, such as voting + sign-in, lottery + sign-in, word collection + sign-in, answering questions + sign-in, etc., which can all be used as front-end traffic entrances for activation and can also serve as a backup for traffic to attract new users;

Author: Wild Operation Community

Source: Wild Operation Community (dugu9bubai)