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 executive list 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 executive list 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 executive list 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 executive list 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 executive list 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 executive list 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 executive list can share class notes and get points or physical rewards.