How can online education attract new customers, retain customers, and convert them?

Walnut Programming is one of the online education companies that has done a relatively good job in the "experience class + community" conversion model. It is said that it can achieve a conversion rate of 30%-50%. Its complete gameplay is worth disassembling and learning. We can see many exciting details from it. If it can be reused, it will benefit a lot.

1. New customer acquisition phase

First, through channels such as WeChat Moments and official accounts, or through promotion on your own official accounts, scan the QR code on the poster to enter the official account, jump to the mini program, click on the mini program to see the course group buying page, and click on group buying.

This step is different from most online courses, because mini-program group buying is generally seen in community group buying, which is a small innovation for online education companies.

In the promotional materials, the two tones of red and orange are highlighted. Red makes people feel very eye-catching and has a significant eye-catching effect. Both the mini program and the poster use red, which can obviously increase the desire to click and scan the code. The orange is placed in the header image, which makes the experience more comfortable and alleviates the impact of red.

The poster copy highlights the core interest point of "America" ​​because programming originated in the United States, which will reduce user awareness. The long text description before the mini program is a bit redundant and not concise, and needs to be optimized into a shorter version.

After the group purchase is successful, you will be guided to reply to the customer service message with the number "0". After the jump, you will get a picture and text link. Click to read the pre-class preparation and add the class teacher and follow the service account. This step is very detailed, especially the steps are displayed in the picture and text messages, which reduces the cognitive difficulty. However, the process is too long. This is due to the design of the mini program. If the official account is used directly, it may be smoother.

Secondly, after following the service account, users will be guided to distribute and spread the information, further expanding the scope of attracting new users. This takes advantage of the user's attention at this time. This step is worth learning and is of great help to fission itself.

Specific path: Follow the service account -> scan the code to receive messages and posters -> share the poster -> friends scan the code to enter the course page -> pay -> the inviter gets 30 yuan in income -> continue to invite -> rewards are stacked without a cap -> achieve a fission cycle.

2. Retention

After adding the class teacher's WeChat in the mini program, you need to provide a mobile phone number. The other party will then send a prepared self-introduction, telling the user who they are, their academic qualifications, how many years of educational experience they have, and even their family situation. They will remind you to make preparations, send the computer client installation document and class times and methods, etc., and will also confirm the equipment debugging with you. This step is very detailed.

After joining the group, there will be a very routine introductory session and opening ceremony. The guidance process is very simple, reminding students to install the client, informing them of the class start time, and publishing group rules.

The opening ceremony is divided into the following parts:

The first part is information for parents, including the course schedule and self-introduction, and the second part is a written lecture on why you should learn programming.

The lecture consists of two parts:

• One is "What is programming?". As the name suggests, it is to provide users with popular science, lay a basic psychological cognition, and on this basis further explain the benefits of programming for children and improve expectations.
• The other is programming trends. By interpreting the development of programming abroad, it shows that learning programming is necessary, so that users can be convinced that learning programming is inevitable.

The third part is the introduction of Walnut Programming, which is presented in the form of pictures. The advertising experience is not bad. The teacher's strength, teaching and research strength, and industry certification are all reflected.

The fourth part is the study arrangement and frequently asked questions of the group course. There is nothing special here. What is worth noting are the reward part and the homework display. There is a learning certificate after completing the course, which will be good for word of mouth. The homework display shows the learning effect of the course, which makes people look forward to the subsequent study.

In addition, they will be guided into other traffic pools, namely subscription accounts, by providing rich learning materials to enhance users' sense of gain, thereby increasing the stickiness and trust of new users.

This is the group entry phase. In the formal learning phase, the following operations will be performed:

(1) Remind users to attend classes and complete challenges. After completing the challenges, guide users to send their learning certificates to the group, triggering a herd effect.

(2) Remind students to complete the after-class test to verify the learning effect, continue to guide them to post the test to the group to further demonstrate the effect and increase activity, and also provide additional handouts to ensure that the service process is complete and thorough.

(3) Publish valuable knowledge to further enhance the learning experience within the group.

(4) Review the knowledge learned in the previous lecture, clarify the key knowledge, and help students find and fill in the gaps. This step will bring a good learning experience.

(5) Displaying an excellent list of students who have completed their assignments can stimulate other students' willingness to learn and give students on the list a sense of honor. This can not only improve the completion rate, but also increase active users' recognition of Walnut Coding.

3. Conversion

After 5 days of course service, it is the formal conversion stage. Because the service details are sufficient and users have a strong sense of identification, this lays a good foundation for natural conversion. Combined with appropriate marketing methods, the conversion rate can be greatly improved.

Walnut Programming carried out the following conversion process at this stage: explaining product benefits -> demonstrating product effects -> clarifying product guarantees -> offering preferential measures.

Focus on interpreting several core conversion actions:

(1) Explain the product benefits

The core logic is to list the reasons why the product can help users, because programming is indeed helpful for the training of logical thinking ability. In addition, it increases planning ability, independent learning and other abilities, making the product benefits more expected, but this impact on users is actually limited.

(2) Demonstrate product effects

The demonstration of learning results is extremely powerful for educational products, because products that focus on decision-making are willing to pay only after seeing the results. This is the core action in the conversion of educational products. If this can be achieved, there will be a great guarantee for the conversion rate.

Programming is very easy to visualize its effects. The short videos of students’ learning outcomes displayed by Walnut Programming should have played a certain role in conversion.

(3) Clarify product guarantees

The guarantee of educational products is whether the teacher's service is timely and whether the teacher's guidance is effective. This is another key action for conversion. Because of the service commitment, it will to a certain extent dispel user doubts and improve conversion. Of course, if the promise is not fulfilled, the risk of refund will be very high.

(4) Offer preferential measures

Another prerequisite for product conversion is reasonable discounts. Although the unit price of Walnut Programming's conversion courses is around 2,600 yuan, the course value is still sufficient, including a large number of class hours and auxiliary activity classes, but the decision-making cost is still very high. For this reason, it has designed two promotional activities, namely invitation gifts and tiered group purchases.

The invitation gift method is to invite one person to get a 50-yuan coupon, up to 6 people, which means a discount of 300 yuan. The amount is relatively small, but it increases the number of potential users, and new users can be converted through other means.

Tiered group buying is the main discount force and the core driving force for large-scale purchases. The more reservations are made, the higher the discount and the lower the price. It is a good marketing measure. In addition, it also requires sharing the group purchase link to the group after the reservation, so that it is convenient for other people in the group to click on the reservation. It can also create anxiety by swiping the screen and improve the overall conversion rate of the group.

The above is a complete analysis. It can be found that Walnut Programming has a relatively complete and detailed process from attracting new users to conversions. This is something that is very worth learning. On the premise of ensuring a good course experience and quality, the more detailed the operational details, the easier it is to improve the conversion rate.

Author: Wild Solitary Fungus

Source: Wild Operation Community (id: dugu9bubai)