What I want to share with you today is the analysis of the activity of bringing in new users through the old users activity of the Get APP.

1. Case Information

Author information: Xue Chen

Industry: Online education

Case name: Get the activity of bringing in new customers

Industry: Knowledge Payment

Goal: attract new customers

Tags: Invitation to help

Company Profile:

Dedao aims to provide users with "time-saving and efficient knowledge services". It was launched in May 2016 and produced by the Luoji Siwei team. It advocates fragmented learning methods, allowing users to acquire effective knowledge in a short period of time. The vision of GetApp is to build a world-leading general university for lifelong learning.

Business logic:

Online knowledge services:

Courses, listen to a book every day, e-books, tips, Luoji Siwei (free), Shao Heng Toutiao (free), peripheral products

Offline knowledge services:

Get University, New Year's Eve Speech and Knowledge Spring Festival Gala

2. Drainage Channels

1. External channels

1) We-media platforms such as Toutiao, Sina Weibo, Tencent News, Baidu, Douyin, Kuaishou, etc.

2) App Store: Search Optimization Ranking

3) E-commerce: Logical Thinking Flagship Store

2. Internal channels & monetization channels

(1) Online traffic

1) Official website, APP users, public accounts, mini programs

2) Logical thinking, traffic from Shao Heng’s free courses on Toutiao, and traffic from Luo Zhenyu.

(2) Offline traffic

1) Cooperating with many universities , Communication University of China established the "Get Study Scholarship", East China Normal University and Cheung Kong Graduate School of Business recognized Get APP course credits, and jointly launched financial courses with Tsinghua University School of Finance, etc.

2) Traffic from New Year's Eve speeches and Spring Festival Gala

3) Get University : As of March 21, 2020, 11 cities, 85 classes, 7,000 students

Monetization channels:

Courses, audiobooks, e-books, Get Tips (solution-based products), peripheral products, Get University, New Year's Eve speeches, Spring Festival Gala

3. Drainage Path

Whether it is the official website or the official account, the direction to download the APP is very obvious. The APP is an important place to retain users.

Neither the official account nor the mini program has a navigation page to guide old users to new ones. The sharing interface for old users is currently only visible on the APP.

Drainage path diagram:

Scene Graph

1) Inviter:

2) Invitees:

3. Analysis of fission gameplay

01 Products

Courses, listen to a book every day, e-books

Target Users:

People with a lifelong learning attitude. Mainly covers the scope of higher education and adult vocational education.

User pain points:

No time, no idea what to learn, no idea where to learn, no idea how to learn. Self-improvement, promotion, salary increase and job transfer.

Solution:

Fragmented learning, knowledge experts guide you to learn, a complete range of learning video courses, e-books, and audio.

02 Channel

Only software has invitation entrance

03 Sharing efficiency

Sharing efficiency (sharing motivation, sharing difficulty)

A: Sharing power

Material requirements:

Get coupons. However, the amount of the coupon is not large, and there is a threshold for its use, which is 19 or 99. Personally, I don’t have much motivation to share.

Spiritual needs:

Making progress together with my best friend, to be honest, I was really moved when I saw his sharing. Rather than talking about material benefits, it is better to mobilize the sharing consciousness from a spiritual level. As a learning software, it has a weak utilitarian mindset. It is better to establish an image of itself as a learning lover, and to bring friends together to share and make progress together. This is more in line with his tone.

It also captures the face-to-face sharing scenarios of work or life . The tone of "best friends are those who make progress together" is affirmative and has a strong psychological suggestion, which once again makes the effective sharing reach of the sharing target more precise.

B: Difficulty of sharing

Face-to-face invitation, generate a QR code, and let your friends scan it, it’s the easiest. The second is link sharing and poster sharing, which are both easy and easy to operate.

4. Highlights of the Conversion Path

Here we analyze the poster design, invitation message, and the inviter's scan code landing page.

Poster Design

Poster copy:

Poster 1: Invitation letter form. I have been working hard to improve myself and can’t help but recommend it to you. It comes with a 20 yuan coupon and a knowledge package.

(What about you? Should my friends also work hard with me to improve? The product is so good that I can't help but recommend it spontaneously)

Poster 2: Invitation letter: I have been learning for X days and invite you to join me in lifelong learning.

(I have been studying for so many days, why don’t you come?)

Poster 3: I read e-books on Get, and every book is carefully selected. It is really enjoyable to read.

(Here are some selected e-book resources)

Poster 4: Join me in the challenge, study hard and get extra surprises

(Not only can you learn, but you can also participate in challenge activities to get rewards)

Poster 5: Study with me under Xue Zhaofeng, Liang Ning and other famous teachers

(Learn from the experts)

Poster 6: I invite you to study together. 100 exclusive courses are available on the Get APP. Join now to try out nearly 600 articles for free.

(There are many course resources and free articles, come and get them)

Based on the 6 elements of poster design, we can analyze the advantages of the six posters shared here :

1) User identity:

It shows the inviter's hard work and positive learning attitude, but the poster of the friend's invitation did not show the friend's WeChat avatar , only the inviter's name, and sometimes it showed that the inviter was user number XXX.

2) Main title

Create a sense of scene . My friend has been working hard to improve his studies. I can't help but recommend it. Best friends should improve together. However, it does not provide a general description of product information and product advantages.

3) Outline

The product positioning is too vague. If the first two posters are used, the invitees may be confused and not know what to do, but it may also arouse their curiosity.

4) Trust endorsement:

Study with "first-class experts such as Liang Ning", with lecturers' personal image displayed and endorsements from famous experts.

5) Sense of urgency:

none

6) Short-term benefits:

20 yuan coupon, free knowledge package, selected e-books, free trial reading of 600 articles. Improve with friends, learn from experts, and win rewards by participating in challenges

Invitation poster attractiveness, combined with AIDASS model analysis

Attention:

20 yuan coupon for invitation letter, free knowledge package

Interesting

My friend has studied here for XX days and worked hard to improve himself. I couldn't help but share this to arouse my curiosity.

Desire:

I also want to understand, I also want to know what I can learn here, and I also want to work hard to improve myself.

Action:

Fill in your mobile phone number to register and download the client

Satisfaction

The coupon has been added to the account. You can use the coupon in the client.

Spread

Best friends make progress together

Invitation design

a: The inviter's page before sharing:

Introduce it to your friends. It is a knowledge service platform. You can open it whenever you want to acquire knowledge. It has audio, video, e-books, live broadcasts, etc.

This should be applicable to oral introductions in face-to-face invitation scenarios. The six posters are not accompanied by invitation words, so it is mainly up to the inviter to introduce themselves.

b: Link invitation message:

I will give you a 20 yuan APP gift certificate to get the knowledge you want. Good friends are meant to learn together. Register to get exclusive benefits for new members.

"The best friends are those who make progress together" has an affirmative tone and a strong psychological suggestion. Bring friends together, share and make progress together.

The language is rigorous. It does not say how much progress you have made before inviting you to study together. Instead, it says that we should make progress together and work hard to improve. This wording emphasizes the learning process and learning attitude.

c: The landing page where the invitee scans the QR code

Whether it is the contact page for face-to-face invitations and link invitations, or after scanning the QR code on 6 different poster pages, they are all the same contact page, which is actually the design of the first poster plus a box for filling in the mobile phone number registration. So the first poster is the core. This poster is indeed concise and to the point.

"I have been working hard to improve my studies," taking advantage of peer pressure and herd mentality. The language is quite emotional and infectious, and I can’t help but share it with you. Give you a 20 yuan coupon and a free knowledge package, plus short-term interest incentives.

Sharing frequency

Sharing frequency refers to the depth of the invitee’s behavior and the number of invitations.

a: The depth of the invitee’s behavior

Click the link or click on the poster to identify the QR code, log in with your mobile phone number, and receive the gift package. Download the client and use the coupon. If you just want to complete the sharing registration task, you can actually complete it by entering your mobile phone number in the sharing interface.

As far as real needs are concerned, you should download the APP and register. The depth of the registration behavior by clicking on the page is small, and the sharing page directly jumps to the page for downloading the software, which is relatively convenient and smooth, and the depth of the behavior is moderate.

b: Number of invitations and rewards

My achievements are displayed below the invitation column - how many people I have invited, how many rewards they have received, and how many rewards I have received. But no tiered rewards were designed.

5. Advantages and points to be optimized

1. Advantages

(1) It is consistent with the tone of knowledge-based paid products, with concise language, rigorous wording, and simple and elegant page design.

(2) The page operation is simple and smooth , and the jump is convenient.

(3) The cost is low, the discount of coupons is not very large, and it is easy to implement.

(4) The sharing of knowledge products should focus more on long-term benefits rather than short-term preferential incentives. We pay more attention to the creation of learning habits, learning atmosphere, learning attitude, etc.

(5) Pay more attention to the spontaneous and proactive product recommendations from the inviter . The recommender is the best product endorser.

(6) Create more sharing scenarios, combining online and offline , such as face-to-face invitations.

2. Points to be optimized

(1) Single channel , only the client has a sharing page

(2) The design of the invitation poster does not include the user’s portrait

(3) It mainly relies on suggestion and induction, but I haven’t seen any pain point excavation or crisis stimulation . You can add a little bit of it appropriately.

(4) Sharing frequency can be further encouraged with tiered rewards

(5) The sharing page is too simple.

As someone who has learned about the "Get" product, I was very excited when I saw other people's invitation pages. However, if you are someone who doesn't know this product at all, you might be a little confused when you see the envelope invitation . What is "Get" and what is it used for?

What does it mean to work hard to "get"? I can’t see any product introduction or information, and I don’t know who will use what function of the product to do what and for what purpose.

The above is a complete analysis of the activity of bringing in new customers through old customers. As an operator, only by learning to analyze other people’s activities can you expand your own operational ideas.

Author: Xingxiu

Source: Xuechen