User growth is the long-term mission goal of an enterprise. Temporary and short-term activities are difficult to meet the needs of user growth. A rich and complete growth activity company email list matrix can continue to contribute to user growth and promote the realization of the company's long-term user growth goal.
The growth activity matrix allows different users to participate in suitable growth activities, and solves which users (who) have what motivation (why) and how (how) to participate in what cycle stage (when) in what specific scenario (where) The activity thus brings about a series of problems of new users, which can maximize the use of user growth to pull new value and achieve sustainable user scale growth.
An example of a growth activity matrix is shown below. You may be at a loss when you first see it, but it doesn't matter. Let's see company email list how to build such a growth activity matrix step by step.
1. Step 1: Build a framework for growth activities
User stratification is carried out horizontally, and cycle stages are divided vertically to solve the problem of who will participate in growth activities and at what stage (when) to form the basic framework of growth activity matrix.
Horizontal user stratification can be divided according to user consumption courses. At present, K12 online education mainly has three types of courses: 0 yuan trial courses, low-priced experience courses, and regular-priced system courses. Based on courses, users can be stratified as follows:
New users: newly registered users who have not consumed any type of courses
Trial class users: users who receive a trial class of 0 yuan
Low-cost course users: users company email list who purchase and learn low-cost experience courses
Regular price class users: users who purchase the regular price system class
Silent users: new users who have not been converted into silence, silent users who have taken courses but have not renewed their classes
Users at different levels have different characteristics. When planning growth activities, designing different activities for different users can better ensure the effect of activities.
In addition to user stratification based on courses, it can also combine product and user characteristics to stratify users from the grades of the school period, the subject of course purchase, the season of course purchase, the platform channel, regional distribution and even the performance in the activities. User characteristics, look for the corresponding growth activities.
The vertical cycle stage can be distinguished according to the class time stage, which can be divided into pre-class (purchase the class until before the class), during the class (the class stage), and after the class (after the class). The user characteristics of each stage are still different.
Before class, during class, and after class are the stages for users who take courses/purchase courses. For new users, the cycle can be divided into key conversion period and loss risk period. The key conversion period is generally 3-5 days after registration. During the key conversion period, if the user does not complete the course purchase, there is a high probability that they will be lost. Therefore, after the key conversion period is the loss risk period. Silent users have low value in dividing the cycle stage, so no specific division is required.
Through the user stratification and stage division on the horizontal axis, the basic growth activity matrix framework is formed, and the next step is to think about how to further plan the growth activities.
2. Step 2: Enrich the types of growth activities
Under the framework of growth activity matrix, further cut in from the scene dimension, motivation dimension, and behavior dimension, to solve the situation where users participate in growth activities (where), why (why) participate in growth activities, how/what (how/what) Questions about participating in growth activities.
1) Scene dimension
Looking at the scene dimension first, I divide the scenes in online education products into learning scenes and non-learning scenes. Under the learning scene, it further distinguishes the live class scene and the self-learning scene. User goals and preferences are different in each scenario, and can be considered when planning activities.
In the live class scenario, users pay high attention and focus on learning, and activities combined with the course can improve the participation effect. For example, after class notes sharing and punching in, users can share class notes and get points or physical rewards.
In the self-learning scenario, users have learning needs, generally writing homework, watching playback, doing previews, etc. In this scenario, planning activities to help students learn better; For new users, users who participate in the activity after receiving the new users will also get a copy of the information.
Non-learning scenarios are relatively scattered, but they also occupy a certain amount of user time. In such scenarios, more profitable activities are more suitable, users can freely choose to participate, and the impact on learning is relatively small; for example, common invitations are polite activities, invitation New users can receive red envelopes or gifts when they purchase courses to learn.