Case analysis: Analysis of the traffic generation activity system of “Geshuixue”

Today’s case comes from Li Junlong, an outstanding contestant in the first phase of the case disassembly activity. The case he brought is the disassembly of the traffic generation activity system of Who’s Learning. Enjoy~

1. Purpose of the Case

Find out the highlights and reusability of Getuixue’s traffic-generating activities.

2. Background

Traffic-generating activities are the engine for building the entire traffic pool of Who's Who. Attractive activities combined with effective activity processes and system tools ultimately led to Who's Who's current traffic pool of tens of millions, including the public account matrix, WeChat group matrix, and personal accounts that emerged during the WeChat bonus period.

Their current entire operating strategy is as follows: use existing stock to find incremental growth, such as planning attractive activities and launching them into the public account matrix, community matrix, and personal account circle of friends stock pool to do fission and increase fans. Through high-frequency and attractive activities, they are driven to continuously expand their own private domain traffic pool, and then attract accurate traffic through high-quality and high-frequency free public classes, and finally guide the purchase of full-priced courses.

Figure 1-Private Domain Traffic Pool Construction Path

ps: The traffic between official accounts, WeChat groups and personal accounts is all connected, which will eventually guide users to settle on these three platforms and increase user value.

3. Case Path

In the entire conversion closed loop, traffic generation activities play the role of activating old users, reshuffle and acquire new traffic, and are the engine that makes the entire link run.

Figure 2-Conversion closed circuit

So, back to the topic of today’s case analysis, how does GSX design attractive activities? What highlights are worth learning from?

After reviewing the traffic generation activities that GSX has carried out from February to now, it can be roughly summarized into two parts:

1. Mission Bao fan-increasing activity

We use books, materials, children's toys, suitcases, children's watches and other benefits as bait to encourage users to share and receive gifts, thus gaining the attention of fans.

The key to whether the entire activity can be spread is whether the selected bait can stimulate users' desire to share and whether the shared posters can attract users' attention and click. The following is a summary of the bait selection and poster design features of Who's Who:

Figure 3- Some mission treasure fission poster pictures

(1) The gifts chosen are basically suitable for children aged 3-9 years old. Children of this age group do not have such high demands for personalized material things, and mothers have basically the same educational needs for their children. On the contrary, children in elementary school, junior high school and even older have gradually begun to establish their own aesthetics and have personalized pursuit of material things. It is difficult to meet the common needs of all parents and different children at once.

In fact, we previously conducted an activity to give away original English editions of foreign journals to college students, but this was the reason why it did not spread widely.

(2) All gifts are physical objects, and free shipping is included. Tangible things make users feel more fulfilled, and they are free, taking advantage of human nature.

(3) The gifts displayed on the poster are diverse and rich, which can meet the needs of more people and increase the number of people covered by the event.

2. Group fission activities

The most critical point in group fission activity design is whether the theme of the activity is attractive enough and whether the poster can catch the user's attention. The highlights of the group fission activity design of Getuixue are summarized as follows:

Figure 4-Partial posters of group fission activities

(1) Seize important time points and take advantage of hot topics:

Choose important holidays, winter and summer vacations, and the start of the school season to hold activities. Many families will seize this time to help their children with their homework and study. If there are such learning resources on the Internet, integrate the needs.

(2) Segment different theme activities based on needs:

It roughly includes: subject tutoring, interest cultivation, general education, concentration and memory improvement. These general frameworks are used to carry out segmented design activities, covering students with different needs. Some students will participate in more than one activity, which greatly improves the user value.

(3) All activities are free, with a low threshold. You can participate by scanning the QR code to join the group, and user participation is relatively high.

(4) The content of activities is planned differently according to the age of the target groups. For example, for younger children, the content of activities will be relatively relaxed, while for older students, the content will be more targeted and purposeful.

4. Optimizable Points

It may be that the tool is used to batch post to Moments, and the posters are compressed. Most of the posters in Moments are not clear and look like those from other people’s homes. This will affect users’ trust in your activities.

Author: Li Junlong (Alger)

Source: Wild Operation Community