Today I bring you the dismantling of the growth system of Pea Thinking, which is mainly based on the dismantling of the growth system made by the WeChat ecosystem. Everyone enjoys it.
1. Introduction of Pea Thinking Products
Pea Thinking is mainly focused on the cultivation of mathematical logic thinking, concentration and study habits for children aged 3-8. The course mainly includes five modules: Number and Calculation, Graphics and Space, Statistics and Probability, Logic and Reasoning, and Life Application. For children from kindergarten to third grade.
From June 2018 to May 2019, the monthly revenue of Wandou thinking achieved a breakthrough from 300,000 to 28 million, an increase of nearly 100 times. Wandou officially announced that the monthly revenue in March 20 exceeded 90 million; at the same time , Pea Dou Siwei said that 80% of its newly signed users come from referrals, the full class rate is 90%, and the renewal rate is 80%.
How does Pea Thinking achieve rapid growth? Next, the author will mainly disassemble it from the growth system of WeChat ecology, the referral system and distribution system of Pea Dou Thinking.
2. Dismantling the WeChat ecological growth system
Judging from the situation of the WeChat ecology of Peadou Thinking, the WeChat ecology mainly provides the entrance for new users to register and receive free trial lessons; then, it means that the north star indicator of WeChat ecological growth is the number of new users.
Wechat ecology to obtain traffic, guide parents to click, enter mobile phone number to register to receive trial class quota, sales follow-up to arrange trial listening, later course follow-up and transaction.
The process is as follows:
Case Dismantling | Dismantling of Pea Thinking Growth System
So in the process we can get a growth formula:
1. Official Account
The public account mainly adopts the matrix mode. Searching on WeChat, there are 15 public accounts related to Pea thinking products, including Pea thinking AI class, Pea thinking question bank, Pea thinking training for children, Pea thinking course, Pea thinking enlightenment and other product matrices; Taking peas thinking and peas thinking service number as the main public account matrix.
After paying attention to the official account, it is also mainly to stimulate users to click to receive the course with the benefits of free access; taking the pea thinking that I am concerned about as an example, after following the official account, there will be small classes of children's mathematical thinking, interesting graphics, and excellent thinking. Class and other news notifications.
In this process, sales leads are obtained through the follow-up reply and message sending notification of the official account. In addition, there is also an entry for the peas thinking applet in the menu bar of the official account.
Case Dismantling | Dismantling of Pea Thinking Growth System
1) News push dismantling
In the process of paying attention to the public account, the main point of interest is the free trial class of xx yuan, and the user's fear of losing is used in the copywriting; for example, keywords such as 0 yuan for a limited time, about to expire, etc., create urgency It stimulates users to take action; and the courses at 0 yuan and the original price of xxx yuan form country email list a sharp contrast, and use the psychology of loss aversion to the extreme.
Case Dismantling | Dismantling of Pea Thinking Growth System
However, during this process, the frequency of message pushes is too frequent, which may cause disturbance to the user, so that the user can directly cancel the shutdown.
2) Dismantling of the landing page
However, on the landing page, two core points of interest are mainly highlighted. One is to get xxx yuan courses for free at 0 yuan, and the second is to extract the course content so that users can see the content of the course and whether it is suitable for their own home at a glance. baby.
And inputting the mobile phone number and the above interest points are on the same screen, the user can see the key content points without scrolling down, which is conducive to the final conversion.