This year, I have been doing referral introductions (user growth), from the beginning as B-side support for the business side of referral referrals, to now thinking about referral referral links in the user life cycle, I have been groping how to do referral referrals well.
1. The purpose of making referrals?
First understand what a referral is. In the Internet education industry, referrals are old and new, that is, bringing new users to old users. Old users refer to paid users of core products, such as formal class students. New users can be understood as new registered users brought by old users, or experience class users (different education products have different definitions). Therefore, the referral business can drive formal class users to continuously bring in new users, which is essentially a user growth strategy.
Second, understand why the introduction is made. Low-cost customer acquisition and improved example quality are the reasons for this. Generally speaking, the cost of obtaining examples for traffic delivery ranges from several hundred to several thousand yuan, but referrals can effectively reduce costs and bring high-quality examples. High-quality examples are based on the user’s personal social circle. Usually, referrals are recommended by friends and have certain demands. After an experience class, the professional answers from the course consultants plus friend recommendations and friends’ children’s progress results. , there is a great hope that users can buy formal courses, and the power of word-of-mouth communication is so powerful.
2. How to make a referral? ————Share point mining, scene-based touch
Referral should be promoted by the joint efforts of product design, user operation, and traffic delivery. Among them, the perspectives of the operation and product introductions will be different. For example, the operation side of the introduction is to produce results in a short time and efficiently. Through each activity, the methodology is accumulated, and a set of introduction rules is explored; the product side of the introduction. Referring to introduction is a bit like "small water and long flow". By mining the sharing points in the user's life cycle, it can improve user stickiness and sharing frequency.
Doing business should be based on goals (/indicators). For referral business, its indicators will be different in different life stages of users. Try to summarize the following diagram as an analysis overview: ① and ② Usually operations can be used The method of content + reward promotes the number of old users to bring examples in the short term, ③ and ④ are after the examples are put into storage, through a series of product experience and other series to promote users to sign up for formal courses, and finally complete the transfer and introduction of new signings.
Figure: User Stage and Referral Metrics
As mentioned earlier, from the perspective of company development, there is a lot of room for referrals, high-quality examples, and low costs, which are important starting points for a virtuous circle; from the perspective of users, social relationships such as personal friend groups and circles of friends are core assets. If the referral is only driven by profit, then "the user invites friends to audition and can get the reward", then it will be exhausted one day, because the user will not "hurt" the maintenance of interpersonal relationships for the sake of profit all the time. . Therefore, it is important to dig out the real reasons why users share and recommend.
1. Sharing points throughout the user life cycle
Figure: Based on the thinking at work, sorting out the user sharing map
According to the behavior, the user life cycle is divided into five stages: sign up for an experience class, finish the experience class, sign up for a formal class, take a formal class, and follow-up fees after a formal class stage ends. The needs of sharing points and the importance of sharing actions at each stage are different——
1) Sign up for the experience class and finish the experience class
In an experience class, parents care about their children's interests, class experience and teaching form. Younger children are more interested in cultivating, while older children are more ability-cultivating.
According to the product's "what you see is what you get" principle, parents hope to see the learning results after class (although the time of showing a trial class). Therefore, for the highlight moments of the child's classroom and the child's love for the work, these contents can be used as an externalized action of sharing. For example, sharing the current children and works in the ins box, the one-minute video of the classroom highlight, the subject of the portrait painting and the background cutout are all product functions that can be realized to create an "aha moment".
2) Sign up for a formal class
Compared with the experience class, the formal class has a long learning cycle and high price, and parents will be more cautious in their decision-making. Among them, the price and learning outcomes system are the key influencing factors. On the one hand, product functions can inform parents of closed-loop learning and results in an easy-to-understand way, such as what actual results children can get every few lessons; on the other hand, inform parents that they can invite friends to join a group or help bargain prices , you can also get a price reduction of how much strength.
After signing up for the official class, waiting for the class assignment is also a "good time" that can be used. On the one hand, you can let children take a few lessons first, focusing on AI or animation lessons that are fun and entertaining. The purpose is to keep children excited while waiting for class, and at the same time to reduce parents' mistrust and refund behavior due to waiting. On the other hand, the product function can guide parents to complete sharing tasks and earn "scholarships" for their children. The purpose is to allow parents to country email list obtain higher rewards and rewards with lighter sharing behavior after just signing up.
3) Take formal classes
After the formal class begins, the most important thing for parents is the child's class performance and learning progress. In response to these two points, product functions need to allow parents to actively discover changes in their children as much as possible. On the one hand, it is necessary to make corresponding sharing and packaging tools according to product characteristics, in order to give parents more motivation to share (for example, a painting can be beautified and framed to create the image of a little art expert; a piece of piano performance can be displayed through Cut, tune, and create the image of a little performer). On the other hand, these product functions must be proactive, active, and proactive to reach parents, rather than passively waiting for users to discover.
In addition, creating surprises is also a very good point. The use of emotional design allows users to generate positive emotions in the process of interacting with the APP, so that users can feel the warm and caring side of the APP. For example, the iPhone will pop up from time to time "You have a memory", the annual report of NetEase Cloud Music, and the resonant comments in the subway, all of which can make users feel the warmth of the APP.