This year, the policy is under high pressure, and online education companies have begun to reduce the budget for online customer acquisition. For example, it broke out a few days ago to stop the delivery of online information flow, and the amount of homework help has also decreased significantly recently. Under the circumstance of great uncertainty in the policy, various companies have begun to reduce the budget for investment, but although the investment has been reduced, the pressure on user growth has not decreased at all.
Therefore, the follow-up focus of each company will be on the growth of old and new referrals and offline promotion of customers, using the original traffic pool and offline traffic to bring more new registrations to the company user.
However, I have studied the growth strategies of various referrals, and most of the products are still 's referral strategies revolving around paying old users. The principle involved in this mainly includes two factors:
The first is the accuracy of the crowd
The second is the crowd quality issue .
Things gather people and divide them into groups. If an A parent buys the company's products, there must be many potential users in her circle of friends, such as children's classmates, community children's playmates, etc. These parents are For users with great potential, once parent A recommends it properly, parents can easily be converted into by in the future if they are endorsed by their friends and and are unwilling to be left behind by their children.
However, after the introduction strategy is extended, a problem will actually be found: The original paid and old users have insufficient motivation or reduced referral potential, and the number of new paying users is small and they are not highly motivated to participate in activities, but The pressure of user growth will only increase or decrease . In this case, stimulating the vitality of old users or relaxing the referral crowd has become a strategy that can further bring about user growth.
Today, I will talk to you about how to relax the referral crowd and how to retain non-paying users to do referrals?
If we can allow users to refer users to users before they convert, and generally establish an invitation relationship between friends, then it will be more convenient to use the referral relationship to recall in the future.
1. Is it necessary for non-paying users to make referrals?
Is it necessary for non-paying users to make referrals? After all, users do not pay, what motivation do users have to share with ? Can the quality and cost of the referrals be covered?
This is also the reason why many companies only limit referral activities to paying users. First, it can ensure the retention and participation of users, and secondly, it can ensure the quality of users who are referred, and maximize the conversion of potential target users.
So, is it necessary for non-paying users to make referrals? I summed up 3 factors:
One is the current life cycle situation
The second is to look at the magnitude of non-paying users
The third is to look at the behavior of non-paying users Let's analyze, what stage is suitable to start the referral of non-paying users.
1. It should be well understood by looking at the referral life cycle and CAC
. If a product has not started a referral strategy for paying users, it is actually unnecessary to do a referral strategy for non-paying users.
Through paying users, you can get through the referral strategy. Only when paying users are willing to recommend your course to friends can it show that the product is that is really liked and praised by parents.
In addition to the motivation behind the introduction, what is more important is the recognition and dissemination of word-of-mouth by users. Each is a spokesperson for the product.
It seems that behind the sharing of parents, it is actually the effect of their children's learning, and the recommended behaviors when they can feel the children's growth. Otherwise, the recommended behavior of parents is actually greatly discounted. In the early stage of
, we opened up contact with paying users through various touch points, and promoted parents' recommendation behavior through a series of means such as behaviors of users in each life cycle, experience and effect externalization , and formed a referral strategy for paying users.By opening up the referral strategy of these users, it will be possible to relax the crowd in the future.
But if the company started out with referrals, even now many users are actually brought by referrals. More than 50% of the users are paid users who have completed the referral task and brought in new registered users. In fact, it means that the referral strategy has reached the mature stage of its life cycle and needs to start the second growth curve, or find a way to Old users fully activate .
The old paying users, whether it is the participation rate or the users who can really be referred, are all beginning to decline and die. At this time, you can actually consider the strategy of referring non-paying users.
Of course, there is another key element that cannot be ignored, that is, how many non-paying users still exist in all products system . The magnitude of non-paying users determines the space for operation, and it is also the key to whether the non-paying user referral strategy needs to be started immediately.
2, see the magnitude of non-paying users
The magnitude of non-paying users here refers to the non-paying users that exist in all product systems. The product system here includes small programs, official accounts, apps, and private companies. area. For example, we found through the inventory that the current magnitude of non-paying users is more than 50W, and the users here, the monthly active users are about 10W, then we can actually start referral activities for these users.
Let’s calculate an account. The monthly active activity is 10W. If the user’s referral participation rate is 10%, and each person can refer 0.5 users on average, then 5,000 new users can be brought in a month, and in the future With the accumulation of such non-paying users, the potential for future growth also increases.
For example, at present, I can see that VIPKIDS has a lot of targeted activities to invite non-paying users to participate: grouping to receive courses, inviting friends to register to receive power stones, bargaining to receive physical objects, etc., all of which are activities for non-paying users.
3. Look at the behavior of non-paying users
If non-paying users interact with the product and very little, it is actually more difficult to do referrals. There is no interaction with the product, which means that parents have little knowledge of the product, and many people may hesitate to recommend something that they are not familiar with.
Planting grass Planting grass, you must have seeds before you can plant grass for others, otherwise it will be difficult to persuade others.
In addition, the lack of interaction with products also means that social products that are exposed and suitable for dissemination are difficult to be discovered by users, so the referral effect of non-paying users will be greatly reduced.
Therefore, improving the retention of non-paying users has become the top priority of opening up the referral crowd, and how to retain non-paying users. In the era of savage growth, we only need to consider paying users of service accounts, but with the increase in customer acquisition costs, it becomes very important to serve non-paying users well and improve the retention of non-paying users.
Second, how to improve the retention of non-paying users?
In fact, many companies also want to introduce this area to non-paying users. After all, this area has a large number of users and can operate more space. However, in the introduction of non-paying users, there are actually two biggest challenges: how to improve the retention of non-paying users, and how to activate the previous non-paying users.
Paid users can be active on the platform for a long time, because there are still courses to be taken, and there is content that is valuable to them. Basically, they will open it once or twice a week to study with their children.
However, the active period of non-paying users is very short, basically only one week. After the audition is over, if there is no course purchase, it is basically difficult to be active in the product system of this product in the future. Therefore, how to complete the product referral and improve the retention of non-paying users in a limited and short period of time has become a very critical issue.
1. Why do non-paying users stay?
If you want to improve the retention of non-paying users, then we need to know why users are willing to stay.
We use a certain product, and the high probability is that the product still has some value to us and meets some of our needs. We use graphite because it can provide online document storage; we use get or fandeng to read because it can provide good content for us to learn; we use instant and Douban because the community atmosphere on them can make us realize Lots of like-minded people.
We may stay because we provide a certain function/tool, content or community service , which actually represents three typical retention methods.
Online education products may also start from these three parts to improve user retention.
Little Ape Searching Questions, Homework Help provides tools for searching questions, Companion Fish Picture Book , Chicken Crow provides good content, Baby Tree and Meiyou provide a good community atmosphere, of course, it may also be the first There are courses, and there are products that retain users' traffic. For example, VIPKIDS opens a knowledge library. If you buy an annual membership, you can read all the content in the library. You can get cash back after you check in every day. Zebra also has picture books and membership products. This is actually Ways to improve user retention. If you can't convert the users you have obtained with great difficulty, then give them to them well, and maybe they will be converted one day in the future. Even if they cannot be converted, it would be great if these users could refer their friends around to try out the registration courses.
Now there are few SKUs, and companies with a single type are beginning to feel a certain sense of crisis. SKUs are becoming more and more diversified, and they are also starting to create low-value traffic products to better carry out traffic.
2. How to use products to improve the retention of non-paying users?
More and more education companies are beginning to realize the role of self-built traffic pools, first-hand traffic tools and first-hand education courses. Bianyu picture book is the best example. First, use high-quality content to accumulate traffic pools to improve user retention, and then flow back from the traffic pools to AI classes and live classes respectively.
If there is no low price, how can more SKUs improve retention? The content of this piece is essential for user retention and necessary for the expansion of the traffic pool. VIPKIDS has also established its own library, which improves the long-term retention of users through punch-in 0 yuan learning activities, and continues to bring leads to live classes.
Use content and tools to improve the retention of non-paying users, and set up a product system for referrals in the link of content provision to stimulate users to share and forward.
3. How to activate old non-paying users?
If the company has already introduced the system a long time ago, then use the social relationship established between friends to activate the user again and let friends recall. The core of
recall is to reach + traffic acceptance. Use appropriate scenarios to reach users, and then make preparations for traffic acceptance, so that users can see what they want to see as soon as they come in, and they can use it to attract enough attention. Human content hooks users.
3. How non-paying users can make referrals
We ultimately retain non-paying users, and the core is to use these non-paying users to bring more new products to the product. There are hundreds of thousands of examples every month, but the paid conversion rate is only about 1%-5%. Most of the traffic is difficult to waste. Although there may be CC follow-up in the future, the conversion rate is also very high. Hard to improve.
But if we can use this part of users to further bring new users to the product, the longer the retention time, the greater the potential for valuable paying users.
Of course, for non-paying users to make referrals, they have to look at these 3 key factors:
1, classification of non-paid users
2, how to make non-paid users referrals?
Next, let's talk about these 3 key factors one by one.
1, layered
for non-paying users, because non-paying users have not yet become users of our products, so there may be some doubts about the products, so when we use non-paying users for referrals, at least we need to ensure that we can do referrals Non-paying users are potential target users of our products. The reasons for this restriction are, first, to prevent the behavior of users from being robbed of wool, and second, to be able to control the CAC cost brought to users.
Therefore, it is suggested that users who have attended the trial class should be used as the pilot. These users have a certain understanding of the product and are also potential target users. In addition, the city of the target user can also be used as a pilot. For example, if your target user group is basically first- and second-tier users, then you can start with first- and second-tier non-paying users, attract users with free content, and then use some kind of The product form suitable for users' social communication is used as a carrier to stimulate users to share.
has the sharing behavior, which can further expand the communication power of the product to a certain extent and further promote the growth of users.
2. How do non-paying users make referrals?
actually has two core goals for non-users: one is to improve user retention, and the other is to convert users as much as possible. On this basis, we have the greatest possibility to make referrals.Retention is the basis of conversion and referral. Without retention, these two items are basically difficult to carry on.
conversion is actually a continuous behavior. In this process, CC will continue to follow up and convert users again according to user behavior. Retention is the basis of the referral behavior. The story will happen only if the user stays. If the user is just a passerby, then all the stories may be too late.
At this point, 51 talk actually did a very good job of using the content to retain users, and at the same time set up incentives for referrals in the process: users can punch in and record topics according to the system settings, and learn together. During this process, the baby needs to follow along with the content and record it. After the recording is completed, click to share it to the circle of friends, and at least 2 friends will listen to it, which means that the theme has been punched in successfully. Each album has 7-14 days of follow-up theme content, and only one can be unlocked per day. The shared content includes baby recordings and registration for foreign teachers' classes, which can further bring new users to the product.
In this way, the retention of users on the 7th and 14th is guaranteed. During this retention period, the check-in activity is used to continuously introduce the product and bring new users to the product.
In addition, VIPKIDS's 0 yuan free learning activity is also an activity to promote non-paying users and use non-paying users to make referrals: 365 yuan to open a library membership annual card, a total of 299 days in a year, and the annual card fee will be refunded in full. Completion of at least one book reading or dubbing of one book on the same day is counted as one punch-in.
However, the act of sharing to the Moments is counted as a punch card, and it is easy to be suspected of cheating. It may also be deleted directly after sharing in the Moments, or it may be set to be visible only to yourself.Compared with 51 Talk's sharing to the Moments for 2 people, the possibility of cheating by sharing to Moments is also higher.
In the future, with the increase of online delivery costs, online education products may more and more adopt online and referral introduction to acquire customers. For enterprises, if they can use referrals to leverage user growth and bring more new users to their products, then it is undoubtedly that they have mastered the secret of growth and can use the lowest cost and highest efficiency to acquire users. , in this era where users are capital, how to quickly achieve high-speed growth has become very important.
Author: Operation Wang Growth Diary Share the successes and pitfalls of those operations.
