In the previous article, I shared the growth activity matrix of the online education industry. The main conclusions are as follows: Build a growth activity matrix with user stratification and user life cycle as the main framework to ensure that different users can participate in corresponding growth activities in different periods. Bring new users to the product.
When designing specific activities, consider from the dimensions of user behavior thresholds, user usage scenarios, and activity motivation rewards to form a complete growth activity matrix. Previously, the sharing focused on the planning of overall growth country email list activities, and in the future, it will share more specific cases and design ideas for various types of activities.
This article mainly shares and discusses the case and design ideas of growth activities with courses, learning materials, etc. as activity rewards, that is, "how to do growth activities without spending money". The core of the online education industry is still education. Activities rewarded with courses and learning materials have natural advantages and are an important part of the growth activity matrix. They need to be paid enough attention.
The full text is long and there is no shortage of dry goods. Try to explain the idea of online education growth activities with courses/learning materials as rewards in one article, enjoy~
1. Cash/Gifts vs Courses/Materials
From the perspective of activity motivation rewards, online education growth activities are mainly divided into pure profit rewards based on cash/gifts, and learning demand rewards based on available courses/learning materials. The former is more externally motivated, while the latter is Intrinsic motivation to meet user learning needs.
At present, the most common growth activity in the online education industry is polite invitation. The basic process rules are: old users invite new users to purchase courses, and they can get cash or gift rewards. The rules of this kind of activity are simple and clear, and the use of cash and gifts as rewards can greatly enhance the external motivation of users to share invitations.
It is not denied that the invitation and courtesy activities rewarded by cash/gifts play an important role in acquiring customers for online education, but the invitation and courtesy activities also have obvious problems and limitations:
Higher cost of customer acquisition: The cost of customer acquisition for leading online education companies is relatively high, so it is relatively bold to control the cost of customer acquisition in invitation and courtesy activities. The customer cost is sufficient, resulting in a high customer acquisition cost for growth activities rewarded with gifts/cash;
High risk of cheating: It is precisely because the cost control of growth activities with gifts/cash as a reward is relatively bold, and there are even aggressive activities that invite new users to buy a 3 yuan experience class and reward old users 10 yuan in cash, and the number of users cheating has also increased. , and even occupational gray products join them;
Low quality of customer acquisition: In order to obtain gifts, old users over-recommended new users to purchase courses, or even cheated to pay orders, resulting in poor quality of invited users who received customers with courtesy, and low renewal rate of regular-priced courses;
Limited user coverage: The problems of high customer acquisition cost, high cheating risk, and low customer acquisition quality are acceptable as long as the ROI of the overall activity is positive, and continuous optimization of the activity rules and processes can solve the above problems to a certain extent . In addition, it is difficult for activities with gifts/cash as rewards to cover all users. On the one hand, the altruism of inviting gifted activities is weak, and the requirements for old users are high. Friends must be invited to buy lessons, which increases the possibility of old users sharing invitations. Social pressure makes some users unwilling to share; on the other hand, users recommend courses based on the quality of the courses, and over-recommendation by inviting polite guidance will cause some old users who have not attended the courses or have not fully understood the courses to resist, and even damage the brand image.
Faced with the problems of growth activities rewarded with gifts/cash, activities rewarded with courses/study materials are well supplemented. Courses/study materials more satisfy users' internal motivation for learning and progress, and their advantages are exactly the same as Gifts/Cash for Rewards Program questions correspond to:
Lower cost of customer acquisition: As the title “Growth without costing,” it’s not completely cost-free, but it’s a lot less expensive. Course/learning materials are mainly the production cost in the early stage, and the marginal cost of subsequent use is basically zero. It will not generate new costs if it is distributed to one user, and it is a reward content that can be used continuously;
Low risk of cheating: The risk of cheating corresponding to the course/study material is also low, and there is no additional cost for cheating;
High quality of customer acquisition: Courses/learning materials can more accurately guide the participation of old users with strong learning needs, and target users can be more accurately reached through activity design, and the quality of users is relatively high;
Increase activity users: mainly to supplement the coverage of gift/cash activity users, the cost of courses/learning materials is low, the corresponding activity threshold can be lowered, users are easier to participate, and the social pressure of sharing is less.
The above analysis does not mean that activities rewarded with courses/study materials are better than activities rewarded with gifts/cash, but mainly introduces the supplements of reward activities for courses/study materials to cash/gift reward activities. The strengths and weaknesses complement each other in the growth activity matrix and together serve the goal of user acquisition.
The main problems and limitations of growth activities rewarded with courses/learning materials are: the motivation of users is weaker than that of gifts/cash, it is difficult to quickly acquire customers in a short period of time, and the preparation period of courses/learning materials is also longer. Therefore, most online education companies will now give priority to activities with gifts/cash as rewards to acquire customers more efficiently and quickly. However, a truly complete growth activity matrix must consider two types of motivational reward activities.
After introducing the characteristics and advantages of activities based on course/learning materials, let's look at specific cases and activity design ideas.
2. Case dismantling: Rice Online School/Master Excellent Course
1. Rice Online School: Free primary school English test site
First, let’s briefly introduce the Rice Online School. The Rice Online School is an online school of VIPKID for children aged 6-15 (primary and elementary school users) who live online large class classes. In terms of target users and course products, it is still the benchmark of the current Xueersi Online School, Ape Tutoring, and Homework. Help, etc., but currently only English and mathematics courses in elementary and junior high schools are open.
For details, take a look at the "Free Primary School English Test Points" activity of Dami Online School:
Old users enter the activity page and directly receive 5-day membership for free. Membership rights are the compulsory courses for learning primary school English for free;
After the old users receive it, they will be guided to share, share the course poster, and invite new users to receive the course.
The design of receiving 5-day membership for free enhances the sense of gain for old users, and forms sunk costs, making users more willing to continue learning courses and participate in sharing sessions. Moreover, there is no additional reward for old users by inviting new users. It is more out of the psychology of altruism and reciprocity. There is less pressure on users to share, and the new users who share will be more accurate.