Analysis of Xueersi Online School APP referral activity

Whether it is a lucky draw or a sharing gift, it is essentially an act of bringing in new users through sharing and forwarding by old users. The activity form and incentive content can be designed based on the unit price of the converted course products.

1. Case Name

Xueersi Online School APP Personal Homepage-Invitation Gift

Case keywords: old and new

Activity purpose: Bring in new users through old users and attract new users

Disassembly purpose: To learn how Xueersi’s old employees can help new employees

2. Case Background

Xueersi Online School is an online education brand under the New York Stock Exchange-listed company TAL Education Group (formerly Xueersi), a strategic partner of UNESCO and China's aerospace industry.

Adhering to the concept of "good results come from good methods", we provide tutoring in all subjects for children aged 6-18, and enlightenment courses for children aged 2-8, to help children improve a little bit every day! The "live broadcast + tutoring" dual-teacher online education platform realizes live classes, real-time interaction, online tutoring, classroom tests, voice assessment, timely Q&A, course playback, exercise grading, and wrong question correction, greatly improving learning outcomes. Primary and secondary school students in more than 200 cities across the country are learning effectively in online schools.

It has a diverse product ecosystem to accurately meet personalized needs.

3. Case Path

1. User usage path

Inviter

The user clicks "Go Invite" in the app - enters the event landing page - generates an invitation poster and script - shares to Moments - friends purchase the course and receive SMS notifications - the app displays the invitation progress - reminds friends to attend the course - friends receive rewards after the course

Experience:

Since the activity is aimed at users who have not purchased winter vacation and spring long-term classes in the app, in fact, they are old users who have downloaded the app and have a certain understanding of the brand. The overall process is very clear, and there are basically no bottlenecks from participation to sharing.

After a friend purchases a course, the inviter cannot receive the gift immediately. The friend must wait a week after completing the course to redeem the prize. This is equivalent to binding the relationship between the inviter and the invitee, and using rewards to stimulate the inviter to actively push friends, thereby increasing the completion rate and attendance rate indicators.

Invitees

See the event poster - scan the code - select the course - verify the mobile phone number - select the course to register - enter the payment page - complete the payment - view the order

Experience:

From the time friends see the event to the time they complete the order and payment, they may have some doubts when choosing courses. Why is it that when they clearly chose a fifth-grade course, the pop-up window shows three different courses, including a fourth-grade math thinking course? It's a bit confusing.

In addition, there is an extra checkout page when submitting an order. I don’t quite understand the significance of this step because according to the normal settings, clicking “Pay Now” should jump to the WeChat payment page. The extra step can easily mislead users into thinking they have completed the registration and increase the probability of user loss. When the user slides back at this time, he or she will directly enter the Moments page without any attempt to retain the user.

2. User analysis

In the K12 online education market, the main participants are parents, students, teachers and platforms.

The development of the platform is inseparable from the satisfaction of the needs of the other three parties. For students, they take courses and are recipients; for teachers, the main teachers teach courses and the tutors provide attentive services and are suppliers; for parents, they are the decision makers of purchases and are also the objects of service, and are the main consumer group.

1) User portrait

According to the Baidu Index, users of Xueersi Online School are mainly concentrated in East China, Central China and South China, led by Zhejiang, Guangdong, Jiangsu, Shandong and Anhui provinces, all of which are major educational provinces in coastal and inland areas. Affected by the pressure of the college entrance examination, parents in these areas attach more importance to their children's education and are more willing to pay for tutoring to improve their children's scores.

The age of users is mainly concentrated between 30 and 49 years old, accounting for 71% of the total population. It can be seen that they are mainly parents of junior and senior high school students. Female users account for 63% and male users account for 37%, which means the number of female users is much higher than that of male users. Female users pay more attention to education than male users.

Data source: Baidu Index

2) User needs

student

The students of Xueersi Online School are between 6 and 18 years old, and all of them are born after 2000. Those born after 2000 were born in an era of rapid development of the Internet. They are generally more receptive to emerging things, and they attach more importance to the fun of learning.

Compared with the rigid teaching methods of offline training institutions, students are very concerned about the interactivity of online teaching. However, as students get older, they gradually realize the importance of independent learning, and when they feel the pressure of studying, they will also pay attention to the degree of improvement in their grades.

In summary, for lower grade students, classroom fun is their main need, while the needs of higher grade students are mainly focused on improving their grades.

Parents

Although parents are not direct participants in the curriculum, they are the main decision makers and they consider all aspects of their children’s education.

Parents can be roughly divided into two groups:

1. Groups that focus on learning outcomes

For this type of parents, their main demand is that their children can gain something from the courses and their grades improve; most of these parents have strict requirements on their children, or because their children encounter problems during the learning process.

They are concerned about their children's learning outcomes and hope that Xueersi Online School will have excellent teachers and rich course content; that it can help their children consolidate old knowledge while learning new knowledge and integrating it so that their children can cope with it more easily in future learning or exams and achieve better results.

2. Groups that focus on comprehensive quality

For this type of parents, they hope their children can develop comprehensively rather than having exam-oriented education, and the practicality of the courses is their main requirement. The children in this type of family are generally young and do not need to face too much academic pressure.

This type of parents pay attention to their children's classroom experience and their interests and preferences. They hope that Xueersi Online School can cultivate their children's learning habits, broaden their horizons, cultivate their interests and hobbies, and help their children develop comprehensively.

4. AIDASS model disassembly

1. Attention

Every functional point of the product should be expanded around MVP (minimum viable product).

1. The headline "Invite friends, get gifts" on the event H5 homepage is very eye-catching, and the "Invite now" button at the bottom is displayed in red theme color, highlighting the key actions that users need to take;
2. Rewards are arranged from top to bottom according to the number of invitees, and there are multiple rewards for each stage for users to choose from, meeting the needs of different users;
3. The interface also shows the number of successful invitations and the number of rewards received. This is the most important part of bringing in new customers, and it is also the interest that users care about most. Displaying it helps to remind users.

Of course, you can also optimize the button at the bottom, that is, use dynamic display to make it more eye-catching.

2. Interesting

What are the user's interests? While meeting the basic needs of users, every point of interest is an exciting need.

Xueersi's activity of bringing in new customers by old customers is a typical example of taking advantage of users' greed and desire to get a bargain, using some physical rewards as bait to guide them to share and split.

3. Desire

Everyone will be tempted by free things. This is to take advantage of the user's greed and increase the visual stimulation to the user through different levels of gameplay and physical prizes with increasing value.

Can be optimized: The rewards set here are relatively ordinary. For example, the first and second level rewards are dispensable products. I don’t know whether any research has been conducted on the product selection in this part.

4. Action

When the inviter sends the poster to the invitees, how to stimulate the newlyweds to make a purchase?

The title directly emphasizes the benefits. This is a course that can help you improve your abilities.

1. The popular course that was worth 299 yuan can now be purchased for only 1 yuan, which is great value for money. Moreover, it is limited in time and purchase to reduce decision-making costs;
2. Using friends as a token of trust, and using "I am at Xueersi and invite you to study together" as the invitation message to friends, arouses users' herd mentality.

Can be optimized:

1) You can set up multiple invitation posters for AB testing to test the effects of different types of posters;

2) The poster design does not fully comply with the six elements of poster conversion (reciprocity, commitment, conformity, authority, preference, and scarcity). For example, the benefits and effects that users can obtain are not externalized, there is no promise of benefits, and the main body of the cartoon image lacks authority. The conversion effect remains to be considered.

5. Satisfaction

Whether it is the product or the experience, users are always dissatisfied. As an event designer, the essence of the process of satisfying users is to keep them satisfied.

In order to increase users’ attendance and completion rates and reduce customer acquisition costs, this activity specifically sets a condition for the inviter to redeem the prize that the friend must complete the course, and the inviter needs to remind the invitee to attend the course. The course usually starts a week later, which is actually a bit long and also tests the user's patience.

Of course, considering that this activity is mainly aimed at old users, these users have already developed a certain degree of awareness and trust in the brand, so for the time being, we believe that they will be more willing to wait a week before redeeming the rewards.

6. Spread

Everyone has their own spreading effect. Every sharing by users is accompanied by the continuation of the product. Now every product will have a sharing mechanism. How can sharing make you profitable? How to share in a cool way?

The main process of communication here is: users generate sharing posters - forward and share - friends scan the code to sign up, and the whole process is very coherent.

Of course, just sharing it is not enough. What if no friends scan the code? Therefore, it is suggested here to add methods to reduce the difficulty of sharing, that is, you can get a certain amount of gold coins when sharing with friends/friend circles for the first time. When the gold coins accumulate to a certain level, you can support redeeming prizes in the gold coin mall to reduce the user's sense of gap.

5. Analysis of the three elements of fission

Since Xueersi Online School has held many lucky draws and gift-giving events before this sharing-gifts event, we would like to take this opportunity to use the three elements of fission to conduct a comparative analysis of these two forms.

product

1. Target users of the activity

Regular users of the Xueersi Online School app are mainly female users aged 30-49 from first- and second-tier cities who are concerned about their children’s academic performance and family education.

2. Main pain points

• I hope my child can get into a key middle school/key university
• Worried about children losing at the starting line
• My ability is limited and I can’t tutor my children.
• Lack of tutoring skills, children don’t like to listen
• Don’t know how to help children improve their grades
• The child wants to learn but just can’t
• Seeing that other colleagues/relatives/friends’ children have signed up for online classes, my own children are not willing to lag behind

3. Products promoted by the event

• The previous lucky draws were mainly aimed at promoting the 20-yuan dual-subject special training class, which also came with a learning gift box;
• The course that is currently offered for invitation-based promotion is a 1-yuan trial class. The average customer price has been adjusted, so the value of the reward has also decreased.

channel

1. Activity traffic entrance

• Public Account
• Internal Community
• app

2. Drainage method

• Official Account Menu Bar
• App Personal Center

3. Creativity

Referral effect = sharing efficiency x conversion efficiency x sharing frequency

VI. Conclusion

1. Event Highlights

1. The activity rules are simple and easy for users to understand;
2. The event incentive prizes are relatively rich, and the user's participation process is stepped, so that users can intuitively see the actions to be taken and the corresponding benefits;
3. In order to increase users’ attendance and completion rates and reduce customer acquisition costs, this activity specifically sets a condition for the inviter to redeem the prize that the friend must complete the course, and the inviter needs to remind the invitee to attend the course. Constraints and restrictions are imposed in terms of activity rules.

2. Optimization points

1) When users click on the return action on the invitation gift page, you can set a retention pop-up window to reduce churn to a certain extent;

2) The "Invite Now" button at the bottom can be set to a dynamic display effect to be more eye-catching;

3) Optimize the course details page: Try not to give users too many choices when choosing a course, which will easily increase the cost of selection and reduce the desire to place an order;

1. The order payment process has been optimized. When submitting an order, there is an extra checkout page. I don’t quite understand the significance of this step because according to conventional settings, clicking “Pay Now” will redirect to the WeChat payment page. The extra step can easily mislead users into thinking they have completed the registration and increase the probability of user loss. It is recommended that one step of the settlement landing page can be reduced here;
2. Optimize the design of sharing posters, externalize the benefits and effects that users can obtain, and promise what benefits can be obtained. The main body of the cartoon image also lacks authority, and the conversion effect needs to be considered.
3. It is recommended to set incentives for the inviter according to the depth of user behavior. For example, after the friend pays for the course, the inviter can be rewarded with a certain number of gold coins. After the friend finishes the course, the inviter can get physical rewards. This will increase the enthusiasm for continued participation.
4. After friends purchase courses, their content can be deposited into the private traffic pool. Currently, after the invitee pays, there is no step to add a teacher, and it is not convenient to remind users to attend classes. Therefore, it is recommended that friends use question-answering and other benefits as bait after completing the course purchase to guide users to add corporate WeChat and retain users in the private traffic pool.

3. Personal thoughts

1. Whether it is a lucky draw or a sharing gift, it is essentially an act of bringing in new users through sharing and forwarding by old users. The activity form and incentive content can be designed based on the unit price of the converted course products.
2. When making payments, users should minimize decision-making costs and not leave users with too many questions, otherwise the probability of user loss will increase.
3. The advantage of setting corresponding incentives based on the depth of user behavior is that users can very intuitively see the benefits generated by their different actions, thereby increasing the enthusiasm of the inviter to share and participate.

Author: Shelly of Pick Up Light

Source: Shelly of Pick Up Light