The fission gameplay template is important, but what is more important is the fission methodology. Knowing the why and the why, and understanding the methodology of fission, you can play with any fission gameplay template.

This article is a review of a practical case study on low-price traffic generation. The author elaborates and analyzes in detail the four reusable fission methodologies in the "Cash Rewards for Course Sharing" distribution fission activity, and summarizes some of the thinking logic in the process, sharing it with everyone for reference and learning.

I haven’t posted a case review for a long time. Today, I would like to share with you a recent case study on low-cost traffic generation in the education industry: how we achieved sales of 15,000 orders and a paid conversion rate of 52% through 80 teachers and 1,000 seed users in a 4-day promotion period.

1. How important is refined operation ?

Before asking us to carry out the event, the partner had already carried out several distribution activities internally, but the overall paid conversion rate of the activities averaged around 35%. After the cooperation, we checked the project one by one and found that the problems actually appeared in the course packaging, activity path, user incentives, and publicity and promotion rhythm .

The conversion rate of rough operation payment is 35%, mainly due to three reasons:

1. User paths are long and complex
2. Failure to fully mobilize users to spread the word
3. No awareness of publicity and iteration

Many customers do not know how to use employee channels to "turn bicycles into motorcycles" with the lowest budget and encourage fission promotion of their own channels.

Later, we used the same gameplay and the same tools with our partners. When we had a deep insight into user psychology and combined it with the underlying user psychology of refined operations and distribution gameplay, we carried out key optimizations. Finally, the payment conversion rate increased to 52%. During the 4-day promotion period, we achieved sales of 15,000 orders.

Refined operations mainly optimize these four key points:

1. User insights (seize the opportunity for promotion)
2. Optimize user touchpoint experience
3. Stimulate internal employees and users to spread the word
4. Data analysis, optimization and iteration

2. 4 replicable refined operation methodologies

We have always talked about the three axes of the education industry: group buying, distribution, and group fission, and the "four axes" of this distribution activity are: grasping user needs, making good user touchpoints at every step, allowing users to spread the word, and continuous iterative thinking.

1. Grasp the user needs corresponding to different time periods

User insights and product packaging at the beginning of each activity are the stages that take up the longest time for us. After all, we must clearly understand the users’ real needs and pain points in order to make them happily “spend money”.

For example:

Shanxiang Education: The epidemic happened to break out at that time, so many exams were postponed. Candidates preparing for the teacher recruitment exam are already under great psychological pressure, and most of them study on their own, which makes them more likely to fall into a state of anxiety and confusion. At this time, users’ demand for “learning help” is very strong.

English Fluency: At the end of December, everyone starts to prepare for the Chinese New Year and go home to relax. Is this a suitable time for fission? It is true that around major holidays, users’ desire to learn is very low (people are lazy). So we changed our packaging idea and packaged the course into a New Year gift package for English learners (stockpiling courses thinking), and eventually achieved sales of 14,000.

Therefore, it is necessary to choose the appropriate promotion time based on the different needs of users at different times and the product features and attributes. There can only be products if there is user demand. Those who do not take user demand as their goal are just rogues.

So how do we discover users’ real needs and choose the right time for promotion during the user insight process?

When exploring needs, I usually use the method of qualitative first and then quantitative.

Conducting qualitative one-on-one interviews first can help you understand the needs and behavioral habits of target users more quickly, as well as find points of empathy with users and encourage them to talk more.

During the interview process, we can use different identities to conduct one-on-one interviews with different target users. This can prevent users from having a "positive filter" for the brand and get to know their true thoughts.

For example:

When you ask users as an official staff member, "Compared with competing products, why did you choose our brand?", you may hear users praising and complimenting your brand;

But if you ask in the user's identity, the answer you get will be closer to the user's real thoughts. (Relationship = Information)

After qualitative one-on-one interviews, we roughly understood the users’ needs and behavioral habits.

Next, we will conduct a quantitative questionnaire survey to understand users’ basic information, behavior (what price range of courses they have purchased, what is the highest consumption, etc.), preferences, etc., and use objective data to assist decision-making. A large sample size can reduce survey errors and avoid being biased by inconsistent words and deeds during user interviews.

To summarize:

Qualitative: One-on-one user interviews

1. Sample size: 8~10 typical users
2. Interview identity: User/official staff
3. Interview purpose: To gain in-depth understanding of typical users’ purchasing motivations and needs

Quantitative: Questionnaire survey

1. Sample size: 200 or more
2. Survey questions: 8~10 (users have limited patience, so don’t use too many)
3. Research purpose: To determine the authenticity of user needs

In addition, you should also dig up more first-hand information. It would be best to find the teaching and research teacher who has the most contact with users and understands them best, and have an in-depth chat with him to obtain more first-hand information about the students.

In addition, the most common pitfall for novices in user surveys is mechanical questioning and answering. The survey is not comprehensive enough and does not dig deep into the user's information. In fact, as long as you let the user talk more and ask more "why" when the user talks more, you can effectively avoid it.

After finding the user needs, we need to consider the launch time and current hot topics comprehensively. For example, we will definitely not launch any course learning activities during some highly entertaining festivals (Chinese Valentine's Day, Mid-Autumn Festival, etc.).

Therefore, based on user needs and timeliness, we quickly locked in the packaging keywords: 2020 recruitment (timeliness), special score improvement, test-taking skills, high-frequency test points, and precise question-answering (love leisure and hate work).

Then convert these keywords into corresponding solutions, and extract the course packaging selling points based on the course content:

Course packaging also needs to follow a principle: it cannot be separated from the results of previous research, and avoid falling into a blind operational self-satisfaction perspective.

(1) Self-examination of copywriting: Think from the user’s perspective, “What can I gain?”

5 major self-examination questions:

• Is it clear who the target users are?
• What is the selling point for him? Is it clear?
• Are there many concepts and nouns that users cannot understand?
• Can it attract the user's attention?
• Can it make users form perception or guide them to take the next action?

(2) Internal review: exploring user needs from different perspectives

From the first draft to the final design, at least three internal review discussions are required:

2. Optimize the experience at every user touchpoint

To borrow the words of Professor Liang Ning, user touchpoints are: the contacts that users have with your products from the time they come into contact with your service to the time they achieve their goals. Every user touchpoint is a marketing opportunity for operation. When you provide excellent service to users in these areas, the conversion rate will naturally increase.

In distribution activities, there are three main user touchpoints: cash back income, purchase path, and user sedimentation. From scanning the code to purchasing to joining the group to learn, users need to have conversion points established.

(1) Cashback income

We have always emphasized "real-time receipt of revenue" internally. As you know, "money makes the world go round", the driving force of monetary interests is stronger than you think. As long as users "taste" the sweetness (the first promotion revenue is received), it will stimulate users' promotion motivation. Continuous reminders of revenue receipt can give users extremely strong positive feedback stimulation, giving them the motivation to continue distributing and stick to the end.

All you need to do is update and share your words and promotion tips with users every day, and the entire activity can generate user self-fission.

User psychology behind distribution gameplay:

1. Greedy psychology: Course income and ranking benefits stimulate users to share. When users receive the first distribution income and taste the sweetness, their motivation to share will become stronger and stronger.
2. Lazy mentality: users only need to move their fingers to copy and paste the shared link/poster, and friends can get benefits after purchasing it

Here you may ask how necessary it is to open a second-level cashback? In fact, you can understand the second-level distribution as allowing some people who have the ability to sell goods to develop more downlines to continuously promote and fission, thereby bringing in more new users.

Previous data analysis of the distribution SaaS tool showed that activities with two levels of distribution had a 39% higher sharing rate than those with only one level of distribution.

(2) Purchase path

Throughout the user's entire purchasing path, as long as we have service touchpoints with users, there are details that operations need to pay attention to.

For example:

1. Pre-sales and after-sales customer service touchpoints: when users inquire, operations can receive user feedback in the first place and make timely adjustments and optimizations.
2. After the user makes a purchase and enters the community, the user needs to be informed of the information about distribution rewards in a timely manner (effective trigger).

Setting principle: Single path

(3) User Sedimentation

If you want a better fission effect of the activity, then the distribution activity must have a community, because people have a herd mentality. If we guide the herd mentality in the community, we can bring about secondary dissemination of the activity (new people bringing new people), and the effect of the activity will be amplified again.

Here you may ask, will constantly pushing distribution tactics to users affect the number of people attending the class and the conversion rate? As long as you keep two points in mind, you can reduce the aversion of "rational users" and better avoid conflicts with later course conversions:

1. Allow users to choose: prompt "voluntary participation" in the group, which is optional;
2. Combine guided distribution with learning content: mediate user acceptance of distribution guidance.

For example:

In terms of user sedimentation, it is easy for newcomers to divert users. In fact, it is best to concentrate users into one group and use the herd mentality to attract users to share activities (remember this).

This link is equivalent to the operator first having to set up the entire scene, then select the scenery, and use every user touchpoint in the scene to change users' ideas and influence their behavior.

3. Use some tricks to let users spread the word

After the "field" is built, the next focus is how to keep users active in your "field" to form user self-propagation. There are four core keys:

1. Find the right person
2. Targeted incentives
3. Help users succeed
4. Inform the results of the event

(1) Find the right person

The number of activity launches is critical. The user accuracy, opening rate, and participation rate will directly affect the fission effect of the distribution activity. So in addition to external distribution channels, how can proprietary channel resources be monetized for the second time to maximize user value?

Seed user recruitment: existing users with incremental users

From the existing old user group, recruit a group of seed users with high brand recognition and loyalty , provide them with benefits (material or monetary), and invite them to promote the event. This group of seed users has great persuasive power when distributing products, and we can also use small levers to leverage a larger user group to achieve a win-win result.

Recruitment process: Create a community in advance → Design recruitment content → Publish recruitment information (tweets/personal WeChat Moments/group announcements) → Interested seed users scan the code to join the group → Fill out the registration form

User process: Scan the QR code on the poster → Enter the seed user activity welfare group & fill out the registration form → Explain the activity rules & receive training → Share the poster to participate in the promotion

How many seed users are needed to recruit for a distribution activity? There is a certain participation rate between users signing up to join the group and actually participating in the promotion. Generally, at least 1,000 seed users must sign up to join the group, which will eventually bring about a better fission and new growth effect.

Assumption: 1,000 people sign up, with a participation rate of 40%, which means that 400 users participating will eventually bring in 800 new users.

(Data estimation table - values ​​are for reference only)

(2) Targeted incentives

Usually after finding the distribution user group, we also need to provide them with targeted incentives. Not all users care about distribution commissions. In many cases, course benefits are what users who truly love learning want most. Therefore, ranking incentives can combine course materials, physical objects, and money to leverage different user circles.

Usually we will take out 3000-10000 fees, KOL commissions, physical prizes, course benefits, etc. as ranking incentives. There are two types of rankings: ranking rewards and star rewards. The biggest difference is that one has limited places and the other has no limit on places. The overall customer acquisition costs are not much different. However, based on the analysis of user participation thresholds and preferences, users in the education industry prefer to use star rankings as incentives.

Attractions for seed users

• High sense of value: regular price courses, etc.
• Scarcity: internal review materials, customized gift packages, etc.
• Low threshold: When setting rewards, you need to consider the ability of old users. For ordinary users, the invitation threshold is no more than 10.

Attractions for new users

• Scarcity: The first 500 students will receive course materials, etc.
• Just need: the latest review materials, review pitfall avoidance guide, etc.
• Practicality: relevant physical learning tools (textbooks, real questions, etc.)
• Sales teachers, class teachers, teaching assistants distribution benefits + cash ranking rewards drive

（3）Help users succeed

After recruiting seed users, how can we get them to share continuously? The answer is to help users succeed.

Ordinary users do not have the ability to place orders. Only by helping users succeed can we succeed ourselves. How to help users succeed? There are 2 small methods:

1) Promotion training (active stage: explanation of rules)

Clearly explain how users can participate in the event and what benefits the inviter and invitee can get respectively. The benefits must be highlighted and the operation must be simple .

2) Update promotional words and share promotional tips

Operations personnel need to continuously update promotional scripts for seed users in real time, provide different forwarding script templates, and tell them the best time to forward to Moments and techniques for closing deals in Moments. It is best to help users with “fool-proof promotion” to maximize their motivation to participate.

(4) Informing the results of the activity

Not all registered users will participate in the distribution promotion. It is best for us to update the actual situation of the revenue rankings and the results of the activities every day, reach the waiting users more frequently, and stimulate user participation again. After all, in the era of competition, user resources are very valuable. If you fail to convert users this time, try to convert them next time.

4. Understand the MVP model and iterate quickly with small steps

After all the preliminary preparations are completed, the next step is to launch the product and reap the “fruits”. Sometimes picking fruits is not as easy as you think. When encountering emergencies, operators need to be prepared with corresponding countermeasures.

Three common problems and coping strategies:

(1) Low conversion rate (reference value of previous distribution activities is 35%~52%)

The main manifestations are:

The purchase conversion rate of the event is low, there is a large gap between the event UV and the number of purchasers, and the users who come in do not purchase.

Cause investigation:

1. Whether the amount of sample data is sufficient is mainly reflected in the fact that when the activity is just launched, the overall data is small and the data has no reference value.
2. Are user needs accurate? Are users aware of this activity?
3. Course packaging: Does the course landing page clearly state the course selling points and user benefits?

Optimization measures:

1. Increase the sample size of the activity (more than 500uvs) and look at the corresponding purchase conversion rate
2. Conduct user return surveys to find out the specific reasons why users do not purchase and conduct targeted optimization
3. Optimization of course landing page, common persuasion logic: scenario description stimulates user pain points -> what consequences will be caused if not solved -> introduce course selling points, content, and benefits -> suitable groups -> trust endorsement -> good reviews -> purchase instructions

(2) Low fission rate (reference value of previous distribution activities is 100%~500%)

The main manifestations are:

Low user sharing rate, low new user acquisition rate, and naturally poor ordering effect

Cause investigation:

1) Activity incentives, whether the community atmosphere is active, and user sharing willingness and interest in participating in the community

• Number of people sharing: the proportion of users who generated the poster (reference value: 40%~60%)

2) User potential effect evaluation: whether sharing can bring in new users to scan the QR code, and whether the poster and the words are attractive enough

• Sharing success rate: the percentage of users who successfully bring effective UV (reference value: 9%~15%)
• Whether the users are densely populated and have the property of spreading. Judgment basis: whether the user group has its own group

Optimization measures:

1. Strengthen activity incentives and community atmosphere creation to stimulate users' sense of competition
2. Talking skills: provide better talking skills; posters: optimize poster design to attract users' attention
3. One-to-one promotion to high-potential users, motivating 20% ​​of top users

(3) Low benefits (reference value of previous distribution activities is 80%~90%)

The main manifestations are:

After the user purchases, he closes the purchase page and does not continue to scan the code to join the group/add the class teacher as instructed on the page, so the user cannot be actively reached again

Cause investigation:

1. Is the user's collection path single and short?
2. Is the prompt on the guide page clear?

Optimization measures:

1. Path check optimization, following the single path principle
2. Optimize the copywriting on the guide page, and strengthen the guidance, such as: Please be sure, Scan the code immediately, etc. (Activity experience: the copywriting prompt with "Please be sure to xxxx" is 19% lower than the copywriting prompt without "Please be sure".)

3. Thinking logic of refined operation in fission activities

A good fission activity = resources x potential x efficiency x social benefits

Fission activities have a multiplication effect. If you want to do a good job of explosive fission, you must break down each key step in the activity process, find the core influencing factors that affect the key steps, and then use refined operations to optimize the effect of the fission activity to improve the ROI of the activity.

Each link has a multiplication effect. The effect of each page determines the final effect of your activity. A slight mistake will lead to a huge difference.

Growth is not just about learning routines. On a deeper level, it is the operator's thinking about the entire fission growth activity and understanding of human nature.

The above is a review of our experience in planning the Shanxiang Education distribution activity.

Author: Jian Feng Source: Operational In-depth Selection