Optimization Case | Creative material optimization techniques in the education industry!

This article shares with you practical and replicable creative material optimization methods that can effectively increase click-through rates in the education industry. Let me explain it to you through a detailed case. An adult self-study education institution increased CTR by 67% and reduced lead costs by 50% through optimization!

Case Background

An education center in Guangdong is an educational assistance institution in Guangdong that provides on-the-job postgraduate education, self-study examination tutoring, and vocational skills improvement. Since its establishment, it has been committed to cultivating application-oriented and compound talents with advanced awareness and concepts. It also has a team of high-level professional lecturers engaged in various types of adult higher education and vocational skills training, with high teaching quality.

Main business: Adult self-study exam

Target group: Mainly professionals with junior high school diploma or above, males account for 62% and females account for 38%.

Crowd portrait: People who are interested in self-study exams have a relatively low level of education overall, with 47% aged between 30 and 39. They feel deeply about the disadvantages of low education, and their interests are concentrated in education and training, information, film, television, music, and book reading.

Background:

1. Intense competition in the industry

Competition in the industry is very fierce, and most of the market share in the industry is concentrated in well-known brands such as Suntech Education and Shengxue Education. Moreover, the other party's advertising budget and hardware strength are difficult to match. Therefore, it is necessary to change the thinking and implement the investment.

2. High customer acquisition costs

Most of the content delivered by peers is basically similar, with no obvious differences. Audiences become impatient with these interfaces. Therefore, it is necessary to clearly highlight one's own hardware strength or other special highlights to attract the audience.

3. Long conversion cycle

Many audiences have roughly understood the role of self-study examinations, but find it difficult to choose the school and major to apply for. Most candidates are working professionals and have little time for in-depth learning, so they are stuck in a state of being neither high nor low. Some will even give up on applying for the exam after procrastinating for a while.

Marketing goals and demands:

1. Display - Increase the display volume to compete with peers to seize traffic, promote brand awareness and existing preferential policies, enrich content forms, match design creativity with customer advantages and activities, and increase clicks

2. Clicks - enrich the content format, match the design creativity with customer advantages and activities, and increase clicks

3. Visit-Creative matching of corresponding landing pages, the landing page content is novel and has significant differences from peers

4. Conversion - Set up different modules in the landing page, and set up different forms under different modules to increase audience appeal and improve conversion

Specific population analysis:

Account Strategy

Account optimization logic:

•Planning logic: Because three different versions of landing pages were produced, namely the own-brand version, the official version, and the pure consulting version. Therefore, we use OCPC + OCPM + video to test the delivery in turn.

•Unit logic: build different unit logics for different landing pages, such as video, ocpc breakup and post bar, OCPM is divided into interest and intent words. Capture more potential audiences based on different interests and intent words.

Targeted strategy:

Creative Strategy:

1. Three-image style

In terms of design: the genuine certificate, academic process and graduation gown respectively reflect that the self-study exam is recognized by the state.

In terms of copywriting: the copywriting highlights time, high value and process results, and uses speed and undergraduate methods to attract clicks.

2. Video Style

In terms of copywriting: using interest attraction and herd mentality

In the video: The video content starts from the pain points, introduces the advantages of self-study and the simple operation process to solve the pain points, attract relevant people, get clicks, and promote conversions. As shown in the figure below

Creative Optimization

Before optimization:

Strategy: Launch three-image style and make optimization adjustments based on conversion results

Copywriting: Not much different from peers, but did not hit the audience's pain points

Image: Single format, no comprehensive presentation of the process and results of the self-study exam, creative click rate before optimization <1%

(Excellent creative strategy display↓)

After optimization:

Strategy: Filter out the three image styles with the best performance in the testing phase and distribute them together, plus add video distribution.

Copywriting: Highlight the time, policy, and crowd characteristics, directly hit the customer's pain points, and let the customer find what they want

Picture: The picture is more original, highlighting the formality of the self-study diploma and the photo of the bachelor's dress, making it more credible

(Creative display after optimization↓)

Landing page strategy

Landing page logic (simulating the official version):

1. Header image: Targeting the target group, highlight the official registration center, admission without examination, direct recruitment to key universities, and no restrictions on academic qualifications to quickly catch the eye.

2. Advantages: Six ways to improve academic qualifications, targeting people at all academic levels, with comprehensive coverage. At the same time, the application instructions and information modules are set up to simulate a more formal and official style.

3. Form: attract the form by simulating the official "test which form of academic advancement is suitable for you", and then set the form button at the end to obtain the latest registration information.

4. Design: The layout is set up with green and white colors. The previous circle form is changed to a square click, which gives people a novel feeling.

Landing page structure:

The landing page has 5 modules and 2 conversion forms. The first form is set on the home screen to greatly increase the possibility of user retention. The last one is set at the end to obtain information and guide customers to retain their calls.

(Simulated official landing page display↓)

Landing page logic (private label version):

1. Header image: Change the wording and convert it into a daily calculation mode for the audience to attract the audience's attention

2. Benefits: Analyze user pain points and add nine benefits

3. Solution: Solve pain points, nine ways to easily help different groups find solutions immediately

4. Guidance: Take photos with the current school information and nationally recognized academic certificates to convince the audience of the effectiveness and social recognition of self-study exams

5. Form: The form is converted by testing and obtaining plans/subsidies

6. Design: Use blue-collar colors to resonate with the audience. Landing page structure:

Landing page structure:

The landing page has 5 modules and matches 3 conversion forms. Each form connects to a different module, and the modules are logically connected without appearing abrupt.

(Private brand landing page display↓)

Landing page logic (pure consulting version):

Header image: Targeting the target group, highlighting the low cost and advantageous application conditions to attract the audience.

Query: Set up independent information query and answer questions by yourself.

Solution: Six solutions to easily meet the needs of different groups of people.

Schools: Self-inquiry of school professional information

Certificate: Display school certificate, view details

Information: Application information and answers

Design: The blue tone of the own brand version is used for design and layout. Landing page structure:

Landing page structure:

The landing page has 6 modules, matching 6 consultation methods. Each form is connected to different information. Customers also add 1-8 different consultation question options on the business bridge side. No matter which module the user clicks in, he will not feel that it is inconsistent with what he expected.

(Pure consulting version landing page display↓)

Delivery effect

After the creative materials were replaced, the average CTR increased from the original 0.6% to over 1.8% , and the number of page views showed a steady upward trend. After replacing the interactive landing page, the length of stay increased steadily, the lowest cost could reach 120 yuan, the original cost was 280 yuan, the average cost fluctuated around 150 yuan , and the cost decreased by 50% .

The above is for this sharing.

Author: Baidu Marketing Center

Source: Baidu Marketing Center