How to improve the conversion rate of the lead generation training camp?

The following is a review of a recently concluded lead generation boot camp :

In this training camp, I truly participated in and led the entire process, from course content, course manuscripts, course packaging, course positioning, course system, course promotion, staff, to the final course revenue.

I have been preparing for this training camp for some time. Before starting, I also tried to refer to the "long-term investment" version of the operation method, but I felt that it was not suitable for me.

Today, we will review the results of the first improved online launch of this training camp, and mainly discuss the conversion rate of the traffic-generating training camp.

1. Background

Camp name: [7-day financial training camp for beginners]

Suitable for users: Users who have no basic knowledge of financial management or have experienced financial losses

Price: 9.9 yuan

Course content: Sharing financial thinking, insurance, funds, stocks, treasury bond reverse repurchase, convertible bonds, new stocks, treasury bonds and other currently more common financial investment methods

User source: Own APP and public account registration

II. Objectives

I have written an article about a traffic-generating training camp before ("Starting a traffic-generating training camp from scratch, a 3,000-word detailed explanation of course production"), in which I said that the only criterion for verifying the quality of a traffic-generating training camp is how much money it makes for you . Here we have to talk about the universal formula for sales: sales = traffic * conversion rate * average order value.

Because in this article I am only sharing with you the conversion rate, so I assume that the traffic and average order value are fixed.

In addition to looking at the conversion rate, I usually also look at the average value of each user. Average user value = total revenue of the training camp/total number of people.

Why is personal user value also important? Because it determines whether your thing can be replicated like a template and whether you can do external promotion.

3. Results

The total sales of 176 people in this traffic training camp was 23,000, and the value of a single traffic user was 137.

There are 5 revenue conversion points involved in 7 days (including weekends, almost 10 days). It is not convenient to disclose them, so I will just use letters to replace them.

A’s conversion rate: 19% (conversion started on the first day)

B’s conversion rate: 35% (conversion started on the second day)

C's conversion rate: 6% (conversion started on the third day)

D's conversion rate: 5% (conversion started on the fourth day)

E's conversion rate: 1% (conversion started on the fourth day)

This is very different from the general conversion of lead training camps:

Generally, a lead generation training camp only needs to convert to one course, which means there is only one conversion goal. But this training camp has several conversion goals. In the entire 7 days (10 days in total including the weekends), 5 conversions are required, an average of one conversion per day. So I can’t compare this result with others because there is no way to compare.

The previous expectation was that an average value per user of 50 would be a pass, over 100 would be acceptable, and if it could reach 150-200 it would be excellent.

4. Results Analysis

The training camp is a very detailed operation process. From adding friends to the final disbanding, every step actually has more or less impact on the conversion rate.

The following are some important points that affect conversion rate in practice:

First: Do an entrance test + user tag before school starts to understand the general background of this group of users

First of all, the entrance test questions you prepare are very important. Here are a few key ideas for making questions:

1. Do not exceed 10 questions. Too many questions will make your subsequent labels confusing.

2. The questions must be centered around your own courses. Think about the purpose of taking the test.

Some students may think that since I see other classes have similar tests, I will just copy a similar one and do it as a formality. This is really wrong. Do you know the hidden purpose behind a test paper?

Take the financial management training camp I run as an example. I have 6 questions, and each option of each question corresponds to a label. In this way, I can give each user at least 6 labels.

What to do after labeling? The purpose is to carry out refined operations during/after the course.

3. Make sure every student completes the test. An excellent test completion rate should be above 95%. Otherwise it will affect the refined operations in the future.

How to ensure that the test completion rate is above 95%? That means checking one by one, and not attending the class in a group until the test is completed. The workload here is rather trivial. We usually focus on this work within one week of the enrollment period, so the number of students in each of our classes will not exceed 200.

Second: Make the opening and closing class meetings full of ceremony

How to have a good opening class meeting?

1. Students introduce themselves

The content of your self-introduction must be related to the content of your course. For example, in the self-introduction of a financial management class, there must be these two items: what are the investment products and how much is the investment income.

2. Introduction to the next study schedule

It is best to arrange study at a fixed time period every day so that everyone can develop a habit.

3. Introduction of teachers/teaching team

4. Group Rules & Rewards

For example, in a training camp, there are arrangements for checking in to get a tuition refund, or checking in to get rewards; at this time, you need to tell everyone in advance.

The logic of the class meeting at the end of a course is very similar to that of the class meeting at the beginning of a course. It is a summary of the period. The most important part of the class meeting at the end of a course is the reward for the students. It is necessary to find ways to award students various rewards . The rewards can be given in many names, such as the best check-in award, diligence award, practical award, and helpfulness award. The reward can be in the form of a certificate or a physical reward.

Here’s a little idea. If your rewards or prizes are thoughtful enough and make students want to post them on WeChat Moments, then congratulations, you have completed one step of mentoring new students.

In this training camp, because our certificates were designed in a particularly retro style, several award-winning students posted them on their WeChat Moments to show off.

Of course, I also reflect the sense of ritual in other parts of the class, such as signing in before class, studying and clocking in, etc. I won’t go into details…

Third: Keep up with teaching services

I think teaching services can be divided into the following areas of attention:

1. Daily morning class reminder

2. Reminders before class every day

3. Summary of study materials at the end of each day

4. Private Message Service (details as follows)

Fourth: Refined private chat service

To be more specific, it should be labeled group messaging + private chat.

We usually send private messages to disturb users at several important points:

1. Opening and closing meetings

2. Summarize important information or reminders generated in the group every day

3. High-priced courses to convert

4. Pure chat interaction, asking him why he hasn't been to class recently, why he hasn't participated in group activities, why he hasn't signed up for XX course, etc.

There are a lot of scripts involved. During the entire training camp, I prepared no less than 100 script templates. Of course, what’s even more terrifying is that I discovered that half of the scripts I prepared needed to be adjusted based on actual conditions.

Fifth: Guidance of group atmosphere

It would be best to create a group atmosphere before class, or to guide everyone to start a chain reaction after they sign up.

For example, before a class meeting:

In order to get more people involved, in addition to having enough touch points, it is also necessary to create the following atmosphere in the group so that students can reply with a sentence "I will come to the class meeting."

For example, when guiding everyone to sign up:

I will ask the students who have already registered to reply with a sentence in the group, or post a screenshot of the registration, to prepare for the second wave of registration conversions.

There is one thing we need to pay attention to. When you are guiding people to reply, it is best not to use a deduction of 1, 666, or an emoticon.

You should reply with a sentence that will help you convert or that will let everyone know what message you are conveying at a glance.

My goal is to achieve an average user value of no less than 150 yuan, so the shortcomings this time can be optimized next time.

1. There are too many conversion courses , a total of 5. Basically, the conversion starts on the second day of the course, so everyone will feel a little disgusted later.

However, due to internal reasons, I will not adjust this for the time being. On the contrary, I think if I can do 5 conversion points in a drainage training camp, it is also a model worth challenging.

2. Some topics and content shared with users are not very helpful for conversions.

Next time, the content of each class can be customized and divided according to the user attributes of each group, which will be more effective.

3. The messages in the group are too active, and many users reported that they could not climb the stairs.

We can try to establish an independent team system to solve this problem; however, this involves a set of operating models.

4. The time is a bit too long. User activity has dropped significantly since the fourth day.

This time I had nearly 10 days, next time I will prepare within a week, including the weekend.

5. Summary

1. The model of this lead generation training camp is different from the general one, from converting one high price to converting multiple;

2. Carrying out refined operations is an important step in the lead generation training camp;

3. The content shared in the community should be more practical and interactive, and should supplement online courses;

4. Conversion does not depend on a single action, but a series of actions from adding friends to disbanding.

Running a training camp is really a very detailed job, which requires the operators to test their multiple skills. I hope you can learn some good and bad experiences from my review~

Here are some articles I wrote about the drainage training camp for reference. Let’s communicate more~

Author: JJ

Source: Bird Brother's Notes