Online education conversion traffic operation guide!

This article is about internalization, but the content has been mentioned in past articles. I found that many of them were written based on free activities, so I combined them into a free course operation checklist to help myself use it and help others learn.

The author has been doing new customer acquisition activities, with free courses being the main approach, but there are still some imperfections. I have been learning from other excellent cases and excellent people. Of course, the most important thing is to be able to internalize them into my own.

This article is about internalization, but the content in it has been mentioned in past articles. I found that many of them were written based on free activities, so I combined them into a free course operation checklist to help myself use it and help others learn.

Without further ado, let's take a look at this list together, enjoy~

1. Free course topic selection

1. Survey Questionnaire

Questionnaires are the easiest method to use. By conducting surveys on users, you can reduce a lot of blind topic selection. I personally think it is a very practical way to ensure the effectiveness of the event.

Regarding how to conduct a survey, the core link is the design of the questionnaire. Everyone has different ideas about this. As long as it meets your own requirements, it will be fine. I personally think that the design of the questionnaire must include three aspects:

• The first is what your user profile is like, such as grade, gender, region, etc.
• Second, what are your users’ pain points? List enough of them, classify them, and place them in corresponding scenarios.
• The third is the user's requirements and suggestions for the product.

After the questionnaire content is designed, it must be tested from a novice’s perspective so that adjustments can be made to the question description, question arrangement, etc. to make the questionnaire easier for users to fill out.

1. Observe your opponent

In addition to survey questionnaires, another way to gain insight into user needs is to observe your competitors and follow up immediately to see what activities they are promoting that are popular. Of course, the prerequisite is that there must be enough user overlap between you, otherwise you may not achieve the desired results.

The author once organized an activity on homework tutoring. At that time, I saw that my competitors had done it and the effect was quite good. I planned to modify it and launch it. However, the response was mediocre. I thought this was not a user pain point. Later I realized that this has a lot to do with user attributes.

1. Hot Spots Calendar

The hot spot calendar is another way to judge user needs in advance. It is very simple, just list the activity calendar in advance according to the characteristics of the user. Early planning is an efficient method that can prevent missing many opportunities.

The author has come into contact with many educational institutions, most of which launch long-term subject activities, and the courses in them are planned in advance based on the hot calendar.

As for the case of better selection of topics for free courses, it must be GSX. Its high frequency and precision are worth learning. For example, it used posters in the style of the Ministry of Education's edition to attract traffic during the summer vacation and conducted pre-study subject activities.

2. Free course start

Free courses are started with free courses as bait to complete the cold start of traffic. First, you need to find traffic pools in major channels, output content and bait, and then guide them to the traffic sedimentation platform. WeChat is the official account, WeChat group, personal account, and mini program.

Let’s talk about personal accounts first. The specific starting path is as follows:

• Forced sharing: add friends - provide posters and scripts - ask to share and take screenshots - reply with screenshots - traffic cycle.
• Assist with invitations: add friends - reply with an invitation code or directly obtain the script and poster - invite a specified number of friends to add - traffic cycle.

It should be noted that forced sharing should not be emphasized only in the circle of friends. At present, it should be directed more towards WeChat groups. However, for the sake of caution, it is recommended to use the second personal account fission method more often.

Penguin Tutoring’s free courses started with “service account + personal account” as the initial traffic pool to attract people to add personal accounts. It also used different benefits as bait, used a fission method of assistance and invitation to complete the launch, and introduced WeChat group operations.

The underlying logic for launching public accounts, WeChat groups, and mini programs is the same as that for launching personal accounts. The difference lies in the different traffic conversion positions.

The general process of starting a public account:

Use external channels and publish free courses on official accounts and leave the official account entrance - get a mandatory sharing poster or a prompt to invite friends after following - successfully share or invite a certain number of friends - get the WeChat group entrance - join the group and operate.

The general process of starting a WeChat group:

Publish courses on various channels and leave a WeChat group QR code - after joining the group, you will receive a mandatory sharing poster or a prompt to invite friends - share successfully and take a screenshot and reply to the group or directly invite a certain number of friends to join the group - after passing the review - obtain a personal QR code - join the group and operate after adding.

The general process of launching a mini program:

Publish courses on various channels and leave the mini program QR code - get a prompt to invite friends after entering - share the mini program or poster - successfully invite a certain number of friends to enter the mini program - after the review is passed, reply with keywords to obtain a personal account/WeChat group QR code - join the group and operate.

Tencent’s Mangzhong Special Training Camp adopts the mini-program as the starting point, which allows for live broadcast, playback, and fission invitations of courses, and highlights a special entrance to guide users into the WeChat group.

3. Free course promotion

Because most of the current free course promotion channels are on WeChat, we will not do an inventory of the channels, but focus on the promotion rhythm. There are two points to note here, one is the promotion time, and the other is the promotion cycle.

(1) Promotion period

Each type of user in each channel has a corresponding active time period. Promotion during this corresponding time period will undoubtedly have the best effect. To grasp such data, the best way is to survey more users and look at the platform user data report.

For example, everyone is using WeChat channels for promotion, so when are WeChat users active? What are the specific times? Which time period is the most active? What behaviors occur during the most active hours? The answers to these questions should be impressive.

Only by mastering the data of users of these platforms can you know when to prepare and when to promote.

(2) Promotion cycle

Promotion requires a cycle, and the length of this cycle depends on the promotion data.

If the promotion cycle is set to twice a week and it meets expectations, it means that the promotion effect is good. However, if it does not meet expectations, for example, it only reaches a quarter of the expectations, it is necessary to improve the promotion effect by increasing the promotion frequency, such as changing from twice a week to once a day.

In addition, such changes are often temporary and may continue to change. After all, channel promotion has goals. If the goals cannot be achieved, it is a failure, and it is a failure without action. Obviously, this should not happen.

However, in order to make channel promotion work more stable, I would like to recommend the experience of adjusting the promotion cycle summarized by the author, namely "longer in the early stage, halved in the middle stage, and increased in the later stage". As for the specific promotion frequency, it will be determined according to your actual promotion time.

Of course, it would be best to have a channel promotion plan, which is convenient for both execution and evaluation.

4. Free course conversion

For details on the transformation of free courses into other courses, please refer to my other articles. Here I will emphasize four points:

1. Free courses can be converted through tracking by sales or class teachers, and may also use WeChat group conversions, personal account promotions, and circle of friends marketing.
2. The key point of conversion is to design a standardized conversion process according to the operation stage, increase the execution efforts and control the conversion rhythm.
3. The matching degree between the target product and the free course is an important factor affecting conversion, and the matching degree is basically positively correlated with the conversion rate. The better the match, the easier it is to convert.
4. Regarding matching, the first is content connectivity, that is, free courses can pave the way for core courses; the second is the price difference. Two-digit courses are much easier to convert than three- or four-digit courses. Choosing products with appropriate prices can significantly increase conversion rates.

The above is the operational checklist for free courses. I hope it is useful to you.

Author: Wild Solitary Fungus

Source: Wild Operation Community (id: dugu9bubai)