How to get 100,000+ users through traffic promotion activities?

When we think of growth, what’s the first thing that comes to mind? Most people’s answer is to attract new customers and increase traffic.

Regarding traffic generation, we know there are many methods. Any book related to operations will talk about this issue and provide a variety of traffic generation channels, each with corresponding operation strategies.

However, any channel needs a bait, which gives you a lot of room to maneuver. For online education, a very effective form of bait for attracting new customers is courses, which we call traffic conversion courses, or traffic courses for short.

Next, we will analyze the model of traffic-generating courses from five dimensions and find the operational logic behind it.

1. Positioning

Regarding the positioning of traffic-generating courses, I have summarized a rather boring explanation: low-priced courses that target the rigid needs or interests of the majority of people in a certain field, have strong experience, and provide systematic content. The essence is to attract traffic through price and to achieve conversion through classroom experience and timely services.

If we were to extract the key words, they would be “ universal, urgent need or interest, low price, strong experience, and systematization .”

1. Universal: Ordinary people can also learn, and there is a low learning threshold. Terms such as newbie, entry-level, and zero-based are often used. Sometimes it also refers to the majority of people in a vertical field, rather than the general population.
2. Just-in-time needs: It meets the rigid needs of people in a certain field and directly hits the user's pain points, such as Sudoku and calculation in elementary school mathematics, financial management in investment, words and reading in English, etc.
3. Interest: It is not a rigid demand, but it is beneficial to users and can bring a sense of accomplishment, such as Rubik's Cube classes, origami classes, hands-on experiment classes, etc.
4. Low price: It is relatively cheap compared to ordinary courses, so there is no need to hesitate too much. Compared to free courses, it can filter out freeloaders and improve user accuracy.
5. Strong experience: uses the same configuration and even services as the core products, such as live broadcast instead of recorded broadcast, question-and-answer service, teachers with senior backgrounds, and some may even be authoritative experts, world champions, etc.
6. Systematization: The course content has a relatively smooth and clear system. The content of each lesson is progressive and clearly connected, allowing users to understand it at a glance, or even feel it is impressive, for example, by adopting some authoritative methods and scientific systems.

Let me give you an example.

The "Math Rubik's Cube Class for Kids" launched by Yuanfudao is more in line with the positioning of a traffic-generating course. Although the user group is limited to 5-12 years old, the difficulty of learning the Rubik's Cube is not very high. Moreover, from the outline, it progresses from basic to advanced level. Moreover, the teacher is a doctoral student of the Chinese Academy of Sciences, with sufficient level and strong endorsement. Moreover, it is a live class for 1 yuan, which meets the requirements of "universality, interest, low price, strong experience, and systematization".

2. Price

Low price is one of the main characteristics of traffic-generating courses. The purpose is to attract traffic, the more accurate the better. The price setting of traffic-generating courses is affected by two factors: one is the promotion channel, and the other is the conversion method.

(1) Promotion channels

The impact of promotion channels on prices lies in the quality of channel traffic, which mainly depends on whether the users are accurate and whether they are eager to pay.

If the user is not accurate but has a strong willingness to pay, you can consider paying. The price can be slightly higher, such as 9 yuan or 19.9 yuan. Although this will not result in a particularly large volume, it can greatly screen out invalid users.

On the contrary, if the users are accurate but have a weak willingness to pay, the price can be set to 3 yuan, 1 yuan or even 0.1 yuan, using ultra-low or even almost free prices to attract users to pay.

As for channels with precise users and strong willingness to pay (mostly self-built traffic pools), the price only needs to be between 0-40 yuan, because for them, price is no longer the main determining factor.

(2) Conversion method

The main conversion methods for lead-generating courses include sales follow-up and community conversion.

If the traffic-generating courses are offered at super low prices, such as free, 0.1 yuan for group buying, 1 yuan for unlocking, etc., sales are required to identify the leads, eliminate the invalid ones, convert the effective ones into orders, and accurately hand them over to operations maintenance for subsequent conversions.

If the price is 9 yuan or 19.9 yuan, it means that the paying users are relatively accurate, and they are converted through a combination of community and sales, in which the community is responsible for course services and group conversion, and sales is responsible for group bookings and lead tracking.

Because the main function of the traffic-generating course is to attract new customers, the price must be low enough.

According to the author's observation, 1 yuan, 9 yuan, and 19.9 yuan are the most commonly used prices for traffic-generating courses. If you have courses, you can choose these prices. Of course, you must consider the channels and conversion methods.

3. Products

The reason why the traffic-generating course can attract traffic and ultimately convert users lies in the product itself.

Regarding the product design of the traffic-generating course, strong experience and systematization must be the two major principles that must be followed in order to exceed user expectations. To achieve this, two details need to be paid attention to:

(1) The course content focuses on practical skills, which facilitates the visualization of results.

Online education products place great emphasis on results. Although long-term persistence is required to produce results, the learning cycle of lead-generating courses is very short, so the results need to be "fast", so the content cannot be explained in a very systematic and step-by-step manner like core products.

Therefore, the product design of the traffic-generating course needs to add learning content that can quickly show results, such as crash courses such as memorizing English words in x days and learning writing skills in x lessons. Such courses are short, flat and fast, with intuitive results, visible to users, easy to externalize, and beneficial to conversions and referrals.

Although the Sudoku class launched by a leading institution and the Rubik's Cube class offered by Yuanfudao do not emphasize the concept of time, the content taught is mostly oriented towards skills, allowing registered users to find the courses useful and effective, laying the foundation for conversion to full-priced courses.

(2) Enhance the course experience by designing and adding additional sessions

In addition to the systematic content of the traffic-generating course, other links and designs need to be added to ensure that the overall experience exceeds expectations. The author gives the following product design formula for traffic-generating courses: traffic-generating course = systematic content + lectures + diagnosis + check-ins + teaching aids .

That is, on the basis of systematic content, we add live lectures, level tests, after-class check-ins, and mailed teaching aids, so that users can get a sense of value brought by low prices as a whole, increase trust, and facilitate conversion.

For example, the 9-yuan math thinking training camp launched by Yuanfudao, in addition to the core courses endorsed by the strongest brain team, also adds two parent classes, and comes with exquisite teaching materials, teaching aids, oral arithmetic questions, Sudoku chess, etc. You can clearly feel the great value comparison between the 9-yuan price and the product itself, and the facts have proved that the traffic-generating effect is significant.

In addition, there are several small details to pay attention to in the drainage class, which are briefly listed here for reference only:

Regarding live broadcast and recorded broadcast: live broadcast consumes more teachers’ energy and is less efficient, but the experience is good and is beneficial to conversion, while recorded broadcast requires more careful polishing, which tests the teaching and research level and course design. If a standard product is formed, it can be put into large quantities;

About samples: You can extract video samples from the series of courses to facilitate course conversion and save time;

Regarding subjects: The induction courses for different subjects should be different. English and mathematics focus on interaction and participation, while Chinese focuses on quality and stories.

About class duration: The drainage class is relatively short, with 40 minutes of live broadcast and 10-20 minutes of recorded broadcast. There are usually 3-8 classes, and the longest class does not exceed 16.

4. Attract new customers

Since the drainage course is to attract traffic, in addition to channel placement, it must also have the function of fission traffic. The common ways to attract new users in drainage courses are as follows:

Free sharing: forward the course poster to your circle of friends or WeChat groups, you can receive free benefits and guide registration for the course. For example, a leading online education platform launched a full-subject course for 9 yuan, and it uses this method to attract new users.

Help unlock: Set the first lesson of the lead course at a low price, such as 1 yuan. After purchasing, invite a few friends to buy the first lesson at the same low price, and you can unlock all courses. Yuanfudao’s Rubik’s Cube course attracts new students in this way.

Low-price group buying: Several people form a group to purchase traffic-generating courses at the same price, which are mostly used for courses displayed on the platform, such as the end-of-term special training camp launched by Zuoyebang.

Two-person group sales: In the form of two people joining a group, one party can open an unlimited group and invite friends to join. After the friends pay to join the group, the other party will get a certain percentage of the profits. A typical example is Yuanfudao’s 9-yuan math thinking training camp.

Invite cashback: that is, the distribution method, directly share the course posters with friends, and friends will get a certain percentage of the profits by purchasing through the exclusive posters. For example, Penguin Tutoring often launches low-priced courses covering various subjects from elementary school to middle school, with a distribution ratio of 20%-30%.

5. Conversion

Regarding the transformation of the lead-in course to other courses, there are a few points that can be emphasized:

(1) The conversion strategies of lead-in classes are actually the same as those of trial classes and training camps. They all require follow-up conversion by sales or class teachers, and also use WeChat group conversion, personal account promotion, and circle of friends marketing.

(2) The key point of conversion of lead-in courses is that it is necessary to design standardized operation processes according to the operation stage of the lead-in courses, increase execution efforts, and control the rhythm of conversion.

(3) The matching degree between the target product and the lead-in course is also 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) The two aspects of matching that need to be paid attention to in lead-in courses are: first, content coherence. If the lead-in course paves the way for the core course, the conversion rate will be very high. Second, the price difference. Courses that cost a few hundred yuan are much easier to convert than courses that cost a few thousand or even tens of thousands of yuan. For the conversion targets of lead-in courses, the price range of 300-2,000 yuan is more appropriate.

The above is a detailed analysis of the drainage course. I hope it is useful to you.

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Author: Dugushang

Source: Lonely Operation