Analysis of the full activity of Zebra AI course APP for old and new students

1. Case Link

Official website personal center entrance:

2. Case Name

• Name: Zebra AI Class APP invite friends to get cash activity
• Activity purpose: attract new customers
• Activity keywords: Yuanfudao, invitation with courtesy, old teachers bringing new ones
• Disassembly purpose: Understand the logic and gameplay of Zebra AI course referrals and learn the growth model

3. Case Background

Zebra AI Class is an intelligent education platform that provides multi-disciplinary online learning for children aged 2-8. It is produced by Yuanfudao Online Education and invested by Tencent. The platform currently has AI course products in multiple subjects including Chinese, mathematical thinking, English, and fine arts. The curriculum is scientifically and systematically arranged to enhance children's abilities in multiple dimensions and achieve their all-round development.

Zebra AI courses allow for lively learning through online courses, easy practice with offline materials, and simultaneous tutoring by professional teachers. It provides children with personalized course planning, improves learning efficiency, and opens up new ideas for quality education.

The main selling point of the product is the combination of interesting AI courses + professional tutors + complete and scientific curriculum system + exquisite teaching materials and peripherals, which has attracted a large number of parents who focus on their children's quality education.

4. Case Path Analysis

User usage path

APP

(1) Users who have not purchased a trial course or a system course

The system prompts that you need to purchase a trial class/system class before you can participate in the event. Here you can filter out some non-precise users to reduce operating costs and event costs.

(2) Users who have purchased trial courses/system courses

During the course purchase

After purchasing a 49-yuan trial class in the APP, a pop-up window will appear, reminding you that you are eligible for a 40-yuan discount and can purchase 10 more English trial classes for 9 yuan; click "Go to register" to enter the purchase page; click Return, and a pop-up window will pop up again, offering a free English trial class; click "Get it for free" and select your age to receive the free class. Then go to the My Courses page to view other purchased courses. At the same time, a pop-up window pops up on the page again, informing the user that this time they can sign up for another English trial class for only 9 yuan.

Experience: During the entire course purchasing process, there were 3 actions of converting to experience courses again. The whole connection was very smooth. First, low prices were used as bait (a direct reduction of 40 yuan) to induce users to pay again; when users chose to give up the opportunity, free courses were used to divert attention and attract users to stay. According to general user habits, people usually give up purchasing paid courses again because they don’t want to spend money again or want to try the effect first. After experiencing a course once, they will consider signing up for other courses. At this time, it is just right to use free courses to retain them.

After purchasing the course

Click to recommend from the personal center - share to friends - share with mini program Click to recommend from the personal center - share to Moments - invitation message appears (supports switching between different scripts) - choose to copy the invitation message, then jump directly to Moments / choose to give up the doubling probability, then only support sharing the poster to Moments

Experience: The dynamic display of "Recommend Now" at the bottom of the activity is easy to catch people's attention. At the same time, the interest-stimulating words of "Get 300 Zebra Coins for the first share" make it easy for intended users to share; after choosing to share to Moments, the official recommendation invitation message will appear, and users will be reminded that copying the invitation message and sending it will double the chance of winning, which will stimulate users' nerves again and guide them to forward. When users choose to give up the possibility of doubling their money, they are not tried to be retained. Instead, they are given a certain degree of choice and autonomy, guiding and stimulating them while also retaining a certain degree of respect.

Thinking: If you choose to share to Moments, the form of an invitation message + poster is adopted, while if you choose to share to friends, the form of a mini-program is adopted. The reason for this distinction is that a heartfelt speech + an attractive poster is easier to gain the recognition and trust of friends in the Moments scenario, while the private chat scenario is more private. Sending a mini-program can be directly accessed with one click, and the course can be introduced through the top words. To be optimized: What is the difference between Zebra Coin and Diamond? After sharing, you can get Zebra Coins, but the rules introduction and gift exchange area on the page show that the prizes need to be exchanged with diamonds. This is not consistent with the "50 yuan for recommending friends" introduced on the homepage, which is easy to confuse people. This part needs to be optimized

After friends receive the shared poster

The user sees the activity from Moments/friends’ messages - scans the code/clicks on the mini program to enter the landing page - clicks to use the benefits - returns - a pop-up window appears to retain the user - clicks to cruelly give up - exits

User Empathy Map

Target users of the activity

Old users who have purchased the trial course of Zebra AI course

Target user profile

According to the "2020 White Paper on the Online Education Market for Young Children" by ByteDance, parents who are interested in online education for young children are mainly distributed in first- and second-tier cities. It can be inferred that in first- and second-tier cities where there is a wealth of talent and fierce competition, parents hope that their children can take the lead.

Among them, parents born in the 1980s are the main force. Parents who pay attention to online education for young children are mostly between 24 and 49 years old, and nearly 55% of interested parents are between 31 and 40 years old.

Lunch break (11:00-13:00), commuting time after get off work and night time (18:00-22:00) are the peak times when parents who are interested in online education for their young children are active online.

Parent-child education and maternal and child care are their key focus categories, but travel, food, fitness, dressing, architecture and decoration, electronic products and other interests follow closely behind. While paying attention to children's learning and growth, they also pay attention to the quality of life, hope that their own lives can be adjusted, and occasionally pay attention to the satisfaction of their own inner world. Parents who pay attention to "Children's English" and "Children's Programming" also have different interests. Parents who pay attention to "Children's English" put their children first in their lives, while parents who pay attention to "Children's Programming" prefer more diverse content, which shows that they love life more and still have expectations for new things.

Data source: Big Data Engine White Paper

Through the Baidu Index, we can see that the gender ratio of Zebra AI Class APP users is 61.7% for female users and 38.2% for male users. It can be seen that parents who pay attention to the education of young children are mainly female users aged 24-49 in first- and second-tier cities.

Data source: Baidu Index

Empathy Map Analysis

5. Analysis of the three elements of fission

product

Target Users

Zebra AI course’s regular paying users are mainly female users aged 24-49 from first- and second-tier cities who are concerned with parenting growth and early childhood education.

Main pain points

1. Too busy at work to have time to tutor my children
2. Worried about children losing at the starting line
3. I can’t do it myself, so I can’t teach my children
4. Lack of tutoring skills, children don’t like to listen
5. Don’t know how to help children improve their grades
6. Children are not interested in learning

channel

1. Activity flow entrance
2. APP-Personal Center (3 eye-catching entrances)
3. Menu bar of some public accounts
4. SMS notification after user purchases the course

Drainage method

Since this is an activity designed for old users to bring in new users who have purchased a 49-yuan trial class, there is currently no obvious way to attract traffic. It mainly relies on old users to log in to the APP themselves/click on the official account to discover and enter the activity.

Creativity

Referral effect = sharing efficiency x conversion efficiency x sharing frequency

【Sharing Efficiency】 Sharing efficiency mainly depends on the motivation for sharing and the difficulty of sharing.

First of all, for users to share referral activities, it must be because it meets some of their needs, so that they have the motivation to share. User needs can be roughly divided into two types: material needs and spiritual needs.

Material needs

If you recommend a valid friend to purchase a trial course, you can directly get 50 diamonds, which is equivalent to 50 yuan in cash. At the same time, you can also use diamonds to redeem corresponding gifts in the mall, including course vouchers, cash red envelopes, New Year gift packages, telescopes, as well as iPads, Honor mobile phones and other gifts.

Spiritual needs

Sharing the courses I have signed up for with friends satisfies my own sharing needs. At the same time, I hope to pass on good things to others and gain recognition of their values.

The headline on the shared page received by friends shows that they can purchase 3 courses at a time at a special price, and they can also receive a gift package. Clicking on the course details page also displays in eye-catching fonts that this activity is a benefit for relatives and friends, and they also receive gift packages to increase their sense of trust.

Potential for optimization: The recommendation text on the mini program covers price and product information, as well as benefits. It also uses the words “over 3 million babies are studying together” in the picture to trigger the herd mentality of parents. But there is still a lack of motivation to push forward, that is, why do my friends definitely need this course? If others have bought it, do I have to buy it too?

Therefore, I personally think that the wording in the picture can be changed to "More than 3 million babies fell in love with learning after learning", which is an effect-oriented wording. "Follow the crowd + effect manifestation" will generate a stronger sense of identity.

Boost

The buttons at the bottom of each activity page are dynamically displayed, which is more eye-catching and attracts users' attention;

Can be optimized: After the user clicks the "Recommend Now" button, if they choose to return, the page will directly return to the event introduction page without adding any recovery actions. It is recommended that this can be optimized, such as adding "You are only one step away from getting a 50 yuan cash reward, do you really want to give up?" type of words to retain users.

award

The basic rule is that you can get 50 diamonds by inviting a friend to buy a trial class. The upgraded gameplay is to superimpose the leaderboard, taking advantage of the user's competitive and showing-off psychology, displaying the user's nickname, the number of invitations, and the cash rewards obtained to stimulate the user's vision. In addition, higher cash incentives will be given to the top 5 on the list, and corresponding diamond rewards will be given to the 6th to 100th place respectively. The maximum cash reward is 2,000 yuan to prevent the occurrence of fake volume.

Another factor that affects sharing efficiency is the difficulty of sharing. This difficulty mainly refers to whether it is inconvenient for users to share. The most convenient behavior is to complete sharing in just two steps, namely "click-share". Reducing the difficulty of sharing mainly lies in simplifying the path, understanding the cost and highlighting key behaviors.

(1) First, the activity entrance is on the personal center page, and there are four very obvious entrances. Anyone who has downloaded the app or signed up for a trial class can see it at a glance;

(2) For first-time users who participate in the mentoring program, they can receive 300 Zebra Coins for their first share (there is no requirement for friends to purchase), which reduces the difficulty of participation.

(3) The entire process from users entering the activity to sharing it is very smooth, and it can support one-click jump to the WeChat client. Basically, there is no need to think too much, and the cost of understanding is low.

(4) When users choose to share to Moments, an official invitation message will appear, and a reminder will appear that the probability of obtaining diamonds will be doubled after copying and sending it, thus reducing the difficulty for users to share.

【Referral conversion efficiency】

The influencing factors mainly include two aspects: the attractiveness of the referral poster and the difficulty of participating in the referral activity.

1. Improve the attractiveness of referral posters

A successful poster = universality + pain point + psychology + ease of use + celebrity + group + promotion

The seven basic elements are:

• Theme (product name): Zebra AI Class·Experience Class

• Subtitle (reason for purchase): 2-8 years old can go to Zebra to learn Chinese, thinking and English (inform specific users of the reasons for purchase)

• Authoritative endorsement: None

• People and product photos: supporting learning materials, additional gifts after purchasing the course

• Promotional information: 66 yuan for 3 subjects, the lowest price on the Internet for a limited time

• Activity traffic QR code: Yes

• Detailed introduction of products and courses: The first poster has no introduction; the second poster introduces the course features such as situational dialogue, fun teaching, AI interaction, and unlimited playback

Possible improvements: There is no authoritative endorsement on the poster. It is recommended to add real people, write out the original price of the course, the number of days of limited sale, the number of places left, etc., to reflect the anxiety and urgency from the user's perspective

2. Reduce the difficulty of participating in referral activities

This part is similar to the above, so I won't go into details.

VI. Conclusion

Event Highlights

(1) During the course purchase process, there were three actions to convert to other subject trial courses, and the entire connection was very smooth. First, they use low prices as bait (a direct reduction of 40 yuan) to induce users to pay again; when users choose to give up the opportunity, they use free courses to divert their attention and attract users to stay. According to general user habits, people usually give up purchasing paid courses again because they don’t want to spend money again or want to try the effect first. After experiencing a course once, they will consider signing up for other courses. At this time, it is just right to use free courses to retain them.

(2) The dynamic display of "Recommend Now" at the bottom of the activity is easy to catch people's attention. At the same time, the interest-inducing words of "Get 300 Zebra Coins for the first share" are easy to encourage potential users to share;

(3) It reduces the difficulty for users to share while maintaining a sense of respect. When users choose to share to Moments, an official recommended invitation message will appear, prompting that the probability of getting diamonds will double after copying and sending it, which will stimulate users again and guide them to forward. When users choose to give up the possibility of doubling their money, they are not tried to be retained. Instead, they are given a certain degree of choice and autonomy, guiding and stimulating them while also retaining a certain degree of respect.

(4) The entire process from users entering the activity page to sharing it is very smooth. It can support one-click jump to WeChat client, which basically does not require too much thinking and has a low understanding cost.

(5) Referrals are combined with ranking incentives. The top five people on the ranking list can receive higher cash rewards, which stimulates user participation.

(6) Share poster AB testing, conduct tests on different styles and color layouts, and ensure that the poster design is aesthetically pleasing.

Points to be optimized

(1) The activity rules can be further optimized, and the definitions of Zebra Coins and Diamonds need to be distinguished. After sharing, you can get Zebra Coins, but the rules and gift redemption area on the page show that the prizes need to be redeemed with diamonds, which is not consistent with the "50 yuan for recommending friends" on the homepage, which is easy to confuse people;

(2) The recommendation text on the mini program lacks the motivation to promote. The wording in the picture can be changed to "More than 3 million babies fell in love with learning after learning" and other effect-oriented words. "Follow the crowd + effect manifestation" will generate more sense of identity.

(3) The user sharing session can add more retention actions. After the user clicks the "Recommend Now" button, if he chooses to return, the page will directly return to the event introduction page without adding any recovery actions. It is recommended that you optimize it here, such as adding "You are only one step away from getting a 50 yuan cash reward, do you really want to give up?" type of words to retain users.

(4) Optimize sharing posters. Reflect the anxiety and urgency as well as the benefits of learning from the user's perspective, such as adding real people, writing out the original price of the course, how many days the course will be sold for a limited time, how many places are left, etc.

(5) Incentives for referrals can be added. Currently, when a user shares a poster, he or she will only receive a reminder of the arrival of diamonds after his or her friends have successfully purchased a course. Apart from this, there is no incentive for friends to scan the code or click on the purchase button, so users cannot perceive the effect of sharing. It is recommended to send reminders via text messages or app messages.

(6) Add an exposure portal for referral activities. Currently, the event entrance can only be seen in the personal center of the app. If you want to increase the effect of the event, it is recommended to increase the exposure opportunities on the app banner page. At the same time, the menu bar and delayed messages of the Zebra AI course series public account can also add event information.

7. Personal Thoughts

Now all companies are investing in referral programs, but the actual results vary from person to person. The core method to improve referral sharing rate is to systematically divide the behavioral depth of old and new users. That is, we need to break down each step of the user's behavior process, and simultaneously track the data and conduct funnel analysis at each stage, so as to design referral incentive programs to enhance sharing behavior based on these funnel data.

Author: No Question West East

Source: No Question West East