Analysis of the planning process of "Learn Together" online course activities

Figure 1-Case analysis mind map

1. User Path

User path analysis is divided into old user and new user processes. The main difference lies in the different ways of triggering activities. Old users are mainly exposed to the activity through pop-up windows within the APP, operation positions, public account tweets, and community assistant push links; new users mainly participate by scanning the QR code on posters shared by old users.

Figure 2 - User Path Diagram

Although the user path has a lot of steps, the process is very smooth. Each page has only one key action, allowing users to complete the process clearly and quickly.

Figure 3- User path display

Figure 4-Invite friends

2. Product Highlights

1. Event page design

Figure 5-Page design framework

Figure 6-Page display

Figure 7-Details page display

2. Poster design. The poster design is relatively rough. The only bright spot is the use of [digital expression] to clearly convey the benefits: learn 7 courses for 0 yuan, quantify the course content and polishing process, highlight the value of the course, and help users form memories and pass on word of mouth.

Figure 8-Event poster

3. Reward mechanism,Figure 9-Reward mechanism

The countdown reminds users that the limited-time invitation mechanism brings a sense of urgency to users. Figure 10 - Invitation countdown

Step-by-step rewards, with key behavior reminders at each step, ensure that users don’t get lost.

Figure 11-Tiered Rewards

4. The considerate design of picking up the second course will mark the courses you have purchased when selecting subjects and courses to avoid users from repeatedly picking up the same course. Figure 12-Purchased course mark

3. To be optimized

1. Invitation poster

Users’ willingness to share posters does not mean that they can successfully attract new members. The quality of poster design is directly related to the success rate of inviting friends. The design of the poster for "Let’s Learn Together" is very rough and lacks an overall atmosphere.

Optimization suggestions:

(1) Obtain the user’s WeChat profile picture and nickname to display more authentic information and convey a sense of newness to new users.

(2) Enlarge the picture of the textbook gift package to magnify the value of the course

(3) The word "limited time" can be more specific, such as "limited time to receive the offer in the last 3 hours", using the sense of urgency to encourage users to quickly scan the code to participate

(4) QR codes can use more appealing action buttons, such as "Scan the code first"

2. Reminder mechanism

After sharing the poster with WeChat friends or Moments, friends scan the QR code to sign up. As an old user, I did not receive any reminders. I needed to manually find the event link and reopen it to see how many friends I had invited.

Optimization suggestions

(1) After users share the poster, strongly guide them to follow the WeChat public account

(2) When a friend accepts the invitation, a template message is pushed to remind the invitation progress and urge the old user to continue to invite more friends.

4. Personal Thoughts

How to increase the viral coefficient of friend invitation activities?

1. Viral coefficient definition

Viral coefficient K: the average number of new users a user can bring

When the value of K is less than 1, the total number of people spreading information is convergent, the communication chain will be disconnected in the middle, and the information cannot be effectively spread;

Only when the value of the virus coefficient K is greater than 1, the information will continue to spread, and the total number of people spreading the information will diverge and increase.

2. Key actions for inviting friends

The whole process of invitation reward can be simplified into the following three key actions, each of which has a vital impact on the conversion effect of the activity.

Figure 13- Key actions of inviting friends

3. Deconstruction of the value formula of viral coefficient K

Figure 14- Value formula of viral coefficient K

From the formula, we can find that the viral coefficient is negatively correlated with the "number of old users who initiated invitations", and is positively correlated with "sharing posters", "landing page opening rate" and "landing page registration conversion rate". From a mathematical formula point of view, the key behavior to increase the viral coefficient K is to reduce the "number of old users who initiate invitations". However, from the analysis of real scenarios, the more old users share, the more exposure the poster can ensure. Therefore, there are three key behaviors to improve the conversion rate of new users in invitation activities.

(1) Expand the number of old users who initiate invitations, increase poster exposure, and design low-threshold rewards. For example, you can get rewards for inviting one friend, and then use tiered rewards to encourage old users to share more;

(2) Improve the opening rate of the landing page: The poster design needs to be attractive enough to guide sharing to a targeted user group, such as a class group, to attract parents of classmates to sign up;

(3) Improve the registration conversion rate of the landing page: You need to think about what the benefits should be for new users and have sufficient insight into the users.

The above three key behaviors can be continuously debugged through AB testing to find the balance point. For example, the invitation reward mechanism should be set to a certain number of friends; the copywriting and highlighted interest points of the poster should be what will increase the opening rate; and the interest point of the landing page should be a valuable course service or an exquisite physical gift. These can be tested to accumulate data and thus optimize the conversion rate of the activity.

Six Principles of Viral Infectivity STEEPS

The six principles of virality mentioned in the book "Contagious" can be used as a reference for invitation-based prize-giving events, such as poster design:

S Social currency = word of mouth (keywords: good impression, taste, sense of belonging, controversy)

T-inducement = How to form word-of-mouth communication (keywords: can be discussed in daily life; 1 stimulating clue; time and place required)

Emotion = Let word of mouth communication resonate (Keywords: high arousal - pleasure, excitement, awe, anger, worry; low arousal - satisfaction, sadness)

E-publicity = making good word of mouth public (keywords: observable social impact; self-promotion)

P Use value == Make the usefulness of word-of-mouth products clearer (keywords: packaging form, professionalism, mutual assistance)

S Storytelling = Tell a story to the target group, a story that is shareable, activatable, emotionally responsive, visible, and useful.

Six Principles of Influence

1. Principle of reciprocity: People will actively avoid the feeling of being indebted. In other words, most people don’t like to “owe others”, but once they do owe someone, they will look for an opportunity to return the favor. Application scenario: WeChat reading/get one get one sharing activity.

2. Commitment consistency principle: Once we make a commitment (or express our opinion), our inner and outer positions will easily force us to take corresponding actions. Application scenario: Commit to check in for 21 days and keep sharing every day.

3. Social Identity Principle: One of the criteria we use to judge right and wrong is to see what others think, especially when we are deciding what is the right behavior. Application scenario: successful people are doing it, people around them are buying it, and a scrolling participation list is designed on the activity page.

4. Preference principle: People are always willing to agree to requests from people they know and like. Application scenarios: accept invitations or recommendations from people around you, bargain, and group buy

5 Authority principle: People usually feel that they have a responsibility or obligation to accept the requests of those in authority. Application scenarios: professional lecturers and authoritative resources, such as original American English picture books.

6 Scarcity Principle: The fewer opportunities there are, the higher their value. Application scenario: Highlight the sense of scarcity by creating limited time and limited quantity products.

Author: Fanny

Source: Fanny