Operational review: attracting new users and monetizing in online education!

The author of this article starts from his own work and combines actual operation cases to share how to increase the conversion rate of online children's English education products by 4 times through operations?

In the past three months, I have had the opportunity to get involved in the operation of children's English enlightenment, and conducted testing and operations for pre-sales APP operations, low-conversion operations, and low-priced course delivery. Before the test, the original low conversion rate of 0 yuan was about 2%. After adjusting the price and operation method, the conversion rate increased by about 4 times . So what operations and tests did we do during this period?

01 APP Operation

First of all, when we started operating this project, we set an ultimate operational goal - to improve the low conversion rate.

In order to achieve this goal, we first differentiate APP users, mainly according to the three key behaviors of <login>, <experience>, and <payment>. We strive to transform users from new users or lost users into trial users (trial classes, low-priced classes, etc.) under certain stimulation, and have a certain understanding and trust in our services. Through certain operational conversion methods (social networks, telemarketing, APP operations, etc.), we convert users into full-priced course customers, thus completing user conversion.

This is the vertical analysis of users, and the next is the horizontal analysis of users. We analyzed the percentage of visiting users, logged-in users, and new and old users on the same day to determine where users spend most of their time. Because there was no data tracking before, it was difficult for us to determine what actions users took before purchasing full-priced courses. We could only determine users’ preferred areas through cross-sectional data within a day.

The product we operate is an English enlightenment product for children, with a total of 3 auxiliary sections that help retain users. The model of the "Get" APP is similar to ours, both of which operate the APP as a content subscription APP.

However, for our APP, content used to retain users requires a fee of 100 to 300 yuan , and the content provided free of charge to users is actually relatively small. Later, we actually wanted to try to increase the content. The content output of the APP is actually produced by MCN. This method is relatively rare in the children's English enlightenment track, but children do not actually have a high demand for the amount of content. They have more demand for quality. Personal IP is actually not as popular and credible as the endorsement of an institution, system or famous school.

△Subscription product user growth path

1. Key Action: Login

In order to attract more logged-in users, we first conducted data analysis and found that before logging in, users were mainly concentrated in the first of the four paid content sections, and the first four free videos in this section did not have a process to guide users to log in. In other words, new users could watch all four modules completely for free.

At the same time, we found that more than 50% of users had no subsequent actions (churn) after experiencing the APP for the first time. Therefore, guiding users to log in when they first open the APP becomes the key to user retention.

Therefore, we designed a mandatory login action at the beginning of the second video content in the most popular module.

1. Key action: Purchase a trial class

Behavior = Motivation (1-Resistance) Trigger To trigger users to purchase experience classes, we mainly do two actions:

(1) Improve user purchasing motivation - constantly change the course gimmicks and selling points, test the gimmicks that are most attractive to users and promote them;

(2) Improve trigger touchpoints and increase the number of touchpoints between users and the experience class as much as possible. However, touchpoints are not the same as touchpoints. Touchpoints are points accompanied by emotions, needs, and conflicts. Contact points without emotional conflicts or needs are called positions, not touchpoints.

1. Key action: learning experience class

Improving course attendance rate is the top priority of online education . There is no course that can bring conversion without attending the class, so how can we make good use of our courses?

1. Explain the benefits: We have set up a 1/2 discount coupon for full-price courses for free after completing the course. Zebra English also has a similar method, with cash back for 4 consecutive days of attendance. In addition to lowering the decision-making threshold for users, it can also increase the attendance rate, killing two birds with one stone.
2. Repeated reminders: After the user logs in and purchases a course, we will obtain the user’s mobile phone number, APP nickname, ID, etc., and can reach the user through text messages, phone calls, push, in-site messages, etc. to constantly remind the user to attend classes.

1. Key action: switch to regular price courses

The challenge of this operation is extremely daunting. We need to allow users to complete efficient self-rotation within the APP without the need for social networks or phone calls. It is extremely important to make good use of the APP's hooks.

With the support of data, we found that many of the low-conversion users completed the conversion on the day they purchased the trial class. Therefore, we want to increase the low-conversion rate of users and focus on users who purchased the trial class on the same day. For these users, we make full use of the functions of SMS, push, in-site messages, etc. to reach them without gimmicks and with different selling points, thereby improving user conversion.

Data-based full-link operation model:

During the operation of this project, we used data operations. The overall process is calibration → modeling → attribution → launch → review. It should be noted that before the online test, we must determine what needs to be tested, what the variables and quantities are, so as to continue to optimize and iterate.

The overall process of this operation:

It is not enough to outline the user growth path. We also need to plan a practical, visible and tangible user process for users. As long as users follow this process, they can complete the growth from new users/lost users to paying users. Therefore, we also mapped out the main user flow of the APP in this operation:

△User Flow

The user growth path is like a compass that leads us to our destination, but the user flow is the map that guides us through the maze.

Through testing during this period, we found that the low conversion rate of low-priced paid trial courses is 4 times the low conversion rate of 0-yuan trial courses. At the same time, the completion rate and attendance rate of users who purchased the two courses are not the same. The completion rate of low-priced paid trial courses is over 80%, sometimes even over 90%, but for 0 yuan courses it is only around 50%. Therefore, it cannot be determined whether the price factor has led to the increase in the conversion rate of low-priced students to regular students or the improvement in the completion and attendance of courses has led to the increase in the conversion rate of low-priced students to regular students.

Later, we will design free trial classes, and give course-related gifts after the class to encourage users to complete the course. At the same time, we will carry out marketing publicity for our course faculty, system, brand, etc.

02 Information flow delivery

At present, the cost of launching the children's enlightenment track is relatively high. The experience we summarized from this test is that we must prepare multiple accounts in advance and test multiple accounts at the same time to complete the test faster and smoothly pass the test period. Secondly, when sorting out the landing page structure, we found that users spent a long time looking at the [Children's Growth Path]. In this part, we used the first step, the second step, the third step... expression method.

I remember what was mentioned in "Liang Ning's 30 Lectures on Product Thinking" that users are actually very dependent on certainty. The changes in children after learning our courses range from 1 to 4. This statement is clear and certain, so it has attracted much attention.

When writing the details page later, pay attention to the order, logic, etc., and give users a sense of [certainty] from the perspective of layout and logic.

Main user processes on the delivery side:

After sorting out the user paths, optimize the key elements of each path to improve the data indicators of the entire link.

03 Reflection

Regarding landing pages, the high purchase cost is a problem that has never been solved. For this, we have come up with the following solutions:

(1) The page has no mechanism for self-propagation

There is a certain distinction between new and old users. For old users, only one line of text is displayed, and no other actions are shown. This can guide users to share.

There is no mechanism to guide new users to share after they complete payment, especially when they see ads in Moments. They can be guided to share in Moments to bring in new users or old users to bring in new users (sharing is rewarded, with small cashback)

(2) Landing page delivery: the key action for users after purchasing a course is to download the APP.

After the user completes the payment, it is necessary to carry out strong marketing to guide the user to download the APP and guide the user to experience the class within the APP segment.

(3) How to reduce users’ decision-making costs?

Unlike completing a purchase within the app, completing a purchase on a landing page requires a strong sense of trust and relatively low decision-making costs.

How do we build trust? How do we reduce decision-making costs?

1. Physical objects (the current practice);
2. Tuition fee refund upon completion of study;
3. After completing the course, you will be eligible for distribution (currently, no one in early childhood enlightenment is doing distribution, so I don’t know how effective the distribution will be)

The above is a review and summary of the online children’s English operations in the past few months. I hope it can be helpful to you.

Author: Zhang Daben

Source: Zhang Daben