It can be found that using the APP push function to reach users is a very effective operation method, especially based on user portraits, the message reaching mechanism established around user needs and scenarios is very helpful to fission growth.
For example, the APP push function supports A/B testing experiments. By dividing user groups and matching different push texts, the recall effect and subsequent fission effect of different message contents can be verified, providing data accumulation for the iteration of subsequent fission activities.
02 Invite politely
For the gameplay of APP fission, the author collectively calls it invitation courtesy, which, as the name suggests, is to invite friends to send gifts. The key to analyzing this gameplay is the form of invitations and gifts.
The most basic form of inviting and courteous is to help, and the standard of assistance is to take courses, including receiving 0 yuan courses (in the form of registration) and purchasing paid courses. So, the key to distinguishing between different types of invitations is the gift form. Based on this, the author has sorted out several common invitations and polite play methods:
1) Share the gift pack
As mentioned earlier, one of the means for many online education apps to activate new users is the newcomer gift package, which is the easiest to combine with fission, and in most cases, the sharing gift package is often given special courses, limited-time membership, free shipping In kind, both new users and old users can get it (it is called exclusive), but it is only a "qualification", and the prerequisite is to complete the invitation task.
Like "free VIP" is a typical case of sharing gift packages. Of course there are other typical cases.
An online education APP uses the "0 yuan free shipping physical learning package" as an attraction point to guide old users to invite friends to buy lessons, and the physical gift package is distributed according to the number of invitees, in order to increase the sharing rate. The invitation poster for external publicity highlights the "sacred class voucher", which is actually a 3-yuan drainage class that reduces or exempts 196 yuan, obviously hoping to increase the purchase rate of new users by means of price.
The sharing package of an online parent community APP is mainly free courses, and the invitation mechanism is also slightly different. Every time one person is invited to receive one course, the opportunity to receive other courses for free will increase by one, and the total is four times. Invite 4 people to 1 person. Because both sides of the fission have solid country email list course benefits, this is a friendly and reciprocal growth strategy.
Old with new discounts
The old with the new discount is a very basic fission game in the education industry, especially for offline institutions. A certain amount of coupons can bring very accurate customers, so it is very suitable for online education.
According to the author's observation, a certain head K12 education APP is an absolute expert in the application of "old with new discounts". Because of its strong brand advantage and teaching reputation, and considering the high unit price of customers, the 100 yuan coupon is very attractive to potential users, and the invitation rewards can be accumulated, which ensures the frequency of new invitations. However, the threshold for receiving coupons is slightly higher, requiring friends to attend courses, which is undoubtedly due to the consideration of user conversion.
And new preferential strategy, but there is no course attendance requirement. It stipulates that as long as one person is successfully recommended, both parties will receive a 20 yuan discount (two 10 yuan coupons). The discount can be accumulated and can be Purchase any course.