Introduction to the disassembly content: Disassembly of the fission part of the live class. Since the live broadcast was not participated in, the community, live broadcast, and post-conversion were not disassembled.

Purpose of the activity: To acquire customers at low cost in the education industry and attract new customers and convert them through Peiyou Camp courses.

1. Product Introduction

1.1 Curriculum System

C-end:

6 major categories to help practitioners improve their job competence: product manager, Internet operation, new media, marketing, management, data analysis

B-side:

(Source: Sanjieke official website)

1.2 Unique learning engine - RAC learning engine

In terms of teaching and research, the three classes have created a unique "RAC learning engine":

Recognize, Analyze, Create

The teaching syllogism (the three classes are named after this) has become the basic methodology for teaching and research in the three classes.

1.3 Advantages over other competing products

1.31 Use methodology and cases to guide practical application

Not only is there methodology, but there will also be a large number of classic cases in the course to assist understanding

1.32 The content is close to the forefront of the discipline and down-to-earth

Case studies, assignments, etc. keep up with the latest industry trends, helping students apply what they have learned

1.33 Close integration of theory and practice

With after-class discussions and homework, you can learn and practice at the same time

1.34 Rigorous subject quality control is responsible for the effect

The course content is updated every 6-8 months, with quality control at every level to ensure learning results

1.4 Course Types

1.5 User Type

1.51 College students

Need a comprehensive and in-depth growth path starting from scratch

1.52 Newcomers to the Internet Workplace

Need professional course guidance and peer learning partners

1.53 Internet 1 to 5 years

Need practical training in product design, operation and operation for professionals

2. Case Analysis

2.1 Case name: "How to acquire 800,000 customers at low cost through growth strategies" live course

2.2 Case Labels

Fission, transformation

2.3 Activity Tasks

Sales = Number of trial classes * Conversion rate

Disassembly:

Number of people who experienced the class = number of people who shared it * payment conversion rate

2.4 User Path

2.5 User Path Screenshot

2.51 Stage 1: Purchase Courses

Scan the code, product details page (screenshot), pay, add a class teacher, scan the code to join the group directly

2.52 The second stage: participating in sharing activities

Join the group to view sharing rewards, click on the sharing link, view the sharing activity map, generate exclusive posters, copy the copy sent by the system (forget to take screenshots)

2.53 The third stage: complete the sharing action and get the prize

After someone purchases the course, the three-course service account will automatically remind the progress. After completing the task, the system will send a link to fill in the information. Click the link to fill in the information.

2.6 Activity gameplay analysis

2.61 Main and Side Quests

Main game play:

You can listen to the class for 1 yuan and have a chance to win a calendar, a hot case study, and a non-linear growth book

Main risks:

There are too few participants, resulting in insufficient conversions in the end, and the course sales target cannot be reached. This activity needs a branch line to support it.

Side quest gameplay:

Share this course, complete the payment for 3 people, and you can take away the three-lesson limited edition "Light Chaser" gift box worth 199 yuan

2.7 Analysis based on the three core elements of fission

Underlying logic, accelerators, and core goals

2.71 Core Element 1: Underlying Logic

Strong demand: The target groups of this live broadcast are: growth, activities, and education

The poster content describes job analysis, underlying logic, growth techniques, and case review, all of which must be mastered.

Scarcity: Three classes of public review by the 2020 growth team + live Q&A. Such learning opportunities are rare.

Quality: For users who share, they will be given a limited edition gift box of "Light Chasers" with three exquisite lessons. The box is rich in content and is considered a relatively good prize.

2.72 Core Element 2: Accelerator

Starting pool: the official account of three classes + kol forwarding + various course teachers (private domain traffic), the starting volume is still relatively large.

Tools: fission tool + service account, full automation, smooth process, and timely messages. The user experience is good.

Potential energy: Due to the 2020 epidemic, the online education industry has accelerated, and growth has become particularly prominent and important.

2.73 Core Element 3: Core Objectives

Core goal: Number of people in the group (number of people paying 1 yuan)

The ultimate goal of this live class is to convert students into regular-priced students. The more people in the community, the higher the conversion rate. Therefore, the community members are maximized through fission.

3. Highlights and Reusability

3.1 Gameplay Design

After users purchase a course, if there is no prize, the spontaneous sharing participation rate will be low;

If the growth only relies on gift boxes worth 199 yuan, it will not be very attractive to users.

This main line of activity plus the branch line combination activities support each other, thereby increasing the base number of converted people and maximizing the growth of the activity.

3.2 Fission Sharing

After the poster is generated, the system will push out good copywriting. Reduce the time users spend writing recommendations. If no recommendations are written, some users will be lost.

There is only one version of the poster, and I don’t know if there is only one version of the recommendation (it would be better if there were multiple versions, otherwise people would get visual fatigue when they see it)

3.3 Participation threshold

Course threshold: The price is 1 yuan, not free. It adds a little threshold (the threshold is not high), screens out some "wool" users, and guarantees user quality under certain circumstances. Just imagine, if a user is not willing to pay even 1 dollar, how likely is it that he will buy a full-priced course?

Sharing threshold: The purpose of this sharing is to make a payment, so the threshold is higher than that for following, so the number of sharers is set at 3 this time. It takes users some time to guide others to buy. The quantity is well controlled and can be completed with just a little effort. (Why choose 3 digits? The data cannot be obtained). If there is one more person, the sharing rate may decrease.

3.4 Task progress display

1. Active display: The three-class service account will automatically push the task progress (provided that someone has paid).

2. Indirect display: In order to prevent some users from not following the three-class service account, users can also directly view the progress by scanning the code

3.5 Add personal account to prevent user loss

After payment, scan the QR code to add <class teacher> WeChat, and then join the group directly.

It seems repetitive, but it is not.

After the community activity ends, if the conversion is not successful, the subsequent opening rate of the community is low, and no friends will be added, there will be loss. After adding, you can convert it to a personal account.

4. Points to be optimized

Shared poster + recommended copy:

It is recommended to have multiple versions, targeting different groups of people and different users, which will increase the participation rate

Suggested sharing time:

The activity only lasted one day, and some people had not yet completed the activity and could not get the prizes, which would cause dissatisfaction among users.

Setting a time will also give users a sense of urgency. If the sharing is not successful, the problem is not with the official.

Author: Yili

Source: One grain