Online education customer acquisition methods and conversion strategies!

Out of curiosity about the online education industry, I spent a lot of time from May to June this year looking for relevant information. I also consulted some friends in the industry and completed this series of articles. I never thought of taking advantage of the hot topic, so I only recently thought of organizing them and sharing them with everyone.

Next, I will use this series of articles to conduct a "literacy" review of the knowledge points in the online education industry, and will summarize and analyze them based on professional research reports and similar articles in the industry, as well as my own understanding and thinking.

The purpose is to help everyone understand the business model and customer acquisition and conversion model of the online education industry, systematically understand the current status of the industry, and sort out key information worthy of attention from the perspective of operators.

Because I moved a lot of information and articles, the content of this article is not my original work. The quoted parts are marked with the author or article. Interested friends can find the original text for research~

1. First, understand what online education is

1. Business map of the education industry

First of all, education can be divided into in-school education and out-of-school education.

In-school education is mainly divided into compulsory education (primary school and junior high school), secondary education (high school) and higher education (university).

Extracurricular education can be divided into two educational scenarios: offline training and online education. If further subdivided, online education can also be divided into: early childhood education, K12, higher education, vocational education...

This track, which is favored by capital, is packed with heavyweight players and challengers. Combining the information I summarized above, let’s take a look at this densely packed map of the online education industry.

(iResearch Consulting - Online Education Enterprise Map)

2. Quickly understand online education

I used to vaguely understand K12 as online education, but after dividing it by school age stages, I figured it out: K12 is only online education for the "preschool-primary school-junior high school-high school" stages.

According to the type of education, the K12 industry can also be classified into subject training, quality education, language learning, etc.

(iiMedia Research-2020 China Online Education Industry Research Report)

Let’s think about the next question: why are so many online education companies crowding into this track? Based on the information I have learned, I think there are three core reasons:

1) Market demand increases

Parents in 1st-2 tier cities who cannot afford the high offline training costs, and another part of parents in 3rd-5th tier cities who lack high-quality educational resources, as family income gradually increases and their concepts about children's education improve, this part of the hundreds of billions of online education market will further expand due to the imbalance between supply and demand.

2) Mature business model

The offline training industry has undergone decades of exploration and iteration, from large-class teaching to one-on-one customized teaching, and then to the current popular small-class courses. The increasingly mature business model can provide sufficient reference and reference for the K12 online education industry. Adequate online traffic channels also provide a fertile soil for growth.

3) Hardware technical support

Thanks to the support of technological hardware, the development of the K12 online education industry can maintain its current pace. From computers to tablets to mobile phones, from 2G to 5G networks, from the poor TOB service ecosystem in the education industry to the support of various software and hardware for today's live video streaming, it has become a reality for users to connect to high-quality educational resources thousands of kilometers away by just turning on their mobile phones.

From this perspective, the development of the education industry actually has a lofty mission. Thanks to the rapid development of software and hardware to provide support, this industry is also developing rapidly under the attention of capital.

Although every practitioner is doing subtle work in his or her own position and may only be exposed to data feedback from the background, in the process of promotion and service delivery, hundreds of millions of families have gained an in-depth understanding of online education, and tens of millions of children continue to benefit from this relatively equal way of education.

I think this is a major change that will alter the domestic education environment, and everyone in the industry is part of changing the direction of the trend in an undercurrent environment.

3. Business model evolution process

Let's try to look at the development trends of offline education and online education from a bird's eye view. As the offline market gradually becomes saturated, the expansion of online education is gradually accelerating as demand changes:

(The origin and destination of online K12 extracurricular training - Founder Securities)

4. Overview of core business model

Some people say that there will be a new opportunity or change in the education industry every five years. Whether it is offline training or online education, we can see that the business model has been adjusting to reduce costs and improve efficiency. At the same time, every player on the track also needs to pay attention to the replicability of the business model and the trend of sustained growth.

Next, let’s take a look at the different class modes in the online education industry: large class, one-on-one, small class, recorded class…

(The origin and destination of online K12 extracurricular training - Founder Securities)

1) Large classes with two teachers

One teacher teaches hundreds of students at the same time. Students are divided into classes of 30-50 people, and each class is assigned a tutor to answer questions and correct homework.

Disadvantages: It is impossible to follow up on each student’s learning effect comprehensively/the interaction between students and teachers is poor.

With the advantage of scale, large-class courses have relatively large profit margins, but with hundreds or thousands of students in each class, there is a lot of pressure on the customer acquisition side. The fiercely competitive market is also gradually increasing the cost of delivery, making customer acquisition even more difficult.

(The origin and destination of online K12 extracurricular training - Founder Securities)

2) Small class

One teacher teaches less than 30 students at the same time, usually in small classes of about 15 people. There is a strong interaction between teachers and students, and students will form fixed study partners to study together.

Disadvantages: Small classes need to take into account the academic level, class time, and learning progress of the students, which makes it more difficult to organize and schedule classes; although the number of students spreads the cost relative to the one-to-one teaching model, it is not so easy to get the UE model right.

(The origin and destination of online K12 extracurricular training - Founder Securities)

3) One-on-one teaching

Teachers and students conduct one-on-one teaching and provide personalized tutoring.

Disadvantages: The cost of acquiring customers and teachers is high, and there is a lack of high-quality teacher resources, making it difficult to replicate on a large scale.

Yuanfudao cut off its one-to-one business and turned to K12 online large-class courses early on. VIPKID set its corporate strategy as "one-to-one first, Fengxiao second" and took large-class courses as a turning point for self-iteration. In January 2020, VIPKID further announced that it would continue to increase its investment and officially renamed its large-class product VIP Fengxiao to Dami Online School, integrating the previously internally incubated small-class product "SayABC"...

——"Three "Doors of Life and Death" in Online Large Classes" by Xiao Feng

4) Recorded courses (AI courses)

The pre-recorded content will be unlocked according to the course cycle, the class tutor will answer questions and follow up on the learning situation, and the children can learn the course content through interesting AI interactions on the course page.

Disadvantages: serious content homogeneity, dispensable AI, poor course experience, etc.

Currently, recorded classes are mainly used in enlightenment education course products. There is ample profit margin, and the main cost is in customer acquisition. With iterative optimization, it will become a popular class model in the enlightenment education track.

(The origin and destination of online K12 extracurricular training - Founder Securities)

2. Customer acquisition costs for online education

1. False customer acquisition costs

"3 tips to teach you how to build a low-cost customer acquisition system", "How I acquired 100,000+ customers at 0 cost", "1 step to achieve explosive growth in the online education industry", I wonder if you have read it~

Every once in a while, some friends will share similar articles with a lot of gimmicks, but the customer acquisition cost in the online education industry is still high, at several thousand yuan. Is it because the methodology is not practical enough? Is it that the bigwigs in the industry haven’t seen it yet?

After reading this article, I believe you will have a clear answer.

2. Customer acquisition costs in everyone’s eyes

The customer acquisition cost that everyone often talks about is usually the cost of obtaining valid leads, such as: obtaining the user's mobile phone number, following a public account, successfully downloading the APP, successfully guiding the user to join the private traffic pool, etc. In short, the average cost of obtaining a single valid lead is called "CPA" , and the online education industry generally defines it as the average cost of acquiring users for trial classes.

1) Average cost of acquiring effective leads

Therefore, we often see in some useful articles that the customer acquisition cost is almost 0, or that the customer acquisition cost is reduced to a few dollars through strategic techniques. In fact, it is only talking about the cost of obtaining effective leads, reducing costs and improving efficiency, which is indeed the work indicator of most operators.

If there is only explosive growth in a short period of time, but the final conversion data is not ideal, this cannot be considered healthy customer acquisition growth, because it is impossible to provide leads in a continuous and stable cycle. Even if 100,000+ customers are acquired at zero cost, it cannot provide effective support to the business and cannot be considered an effective growth strategy.

We should think more thoroughly when acquiring customers. Using CPA to measure customer acquisition channels cannot determine the quality of each channel. Over time and under the influence of various factors, the subsequent conversion rate of channel leads will fluctuate and be difficult to monitor.

Therefore, we need to link the lead conversion data with the customer acquisition cost. In addition to knowing the average cost of obtaining valid leads, we also need to understand the actual customer acquisition cost of each paying user in our business.

3. Customer acquisition costs for online education

Another definition of customer acquisition cost is: the average cost of acquiring a single paying user, or CPC.

The total customer acquisition cost can be divided by the number of paying users who ultimately convert to full-price courses. This is the customer acquisition cost usually mentioned in the online education industry.

1) Average cost of acquiring paying users

If the promotion cost is 500 yuan and 10 valid leads are obtained, the CPA of this customer acquisition channel is 10 yuan;

After 1-2 weeks of trial class conversion, one user eventually paid for the full-price course, earning a total of 300 yuan in course revenue (note: 200 yuan in other costs were consumed in the process). The CPC of this channel is 500 yuan.

4. Online education customer acquisition and conversion path

1) Why is the cost of customer acquisition so high?

The question is, what is the current cost of acquiring paying users in the online education industry? What is the range?

Mi Wenjuan, founder and CEO of VIPKID, said:

"The single customer acquisition cost of 8,000-10,000 yuan is a short-term and individual phenomenon, such as factors such as increased investment in some testing channels and marketing promotion. Currently, VIPKID's single customer acquisition cost averages 4,000 yuan. She explained that companies need to increase investment in brand marketing, technology research and development, and course content copyright cooperation during the scale growth stage. After achieving scale, word-of-mouth communication will become more and more important. Now 60 to 70 percent of VIPKID's new users are recommended by old users."

The origin and destination of K12 extracurricular training-Founder Securities

Key points: 60-70% of new users are obtained through referrals from old users. The referral acquisition cost of these old users is already very low compared to other channels such as paid advertising. At this time, there is another indicator: LTV.

2) Total value of user lifetime

LTV (Life Time Value), professionally explained as total life cycle value, represents the user's lifetime value, which is the sum of all economic benefits obtained from the user's complete life cycle.

3) Total value of user lifetime

Compared with CPC, which calculates the cost of acquiring a single paying user, LTV can more completely calculate the quality of the customer acquisition channel because it combines the user's payment rate and the lead revenue brought by referrals, and is calculated based on the complete user life cycle: the total cost and benefit ratio of each paying user from registration to trial class, and then to full-price class conversion, renewal, and referral.

LTV is used to measure the value that users bring to a product. It is the guiding indicator for all operational methods and the final measurement indicator. Taking customer acquisition as an example, whether the cost of new customers for a user acquisition channel is expensive does not only depend on the absolute value of the customer acquisition cost, but also on the LTV of the acquired users.

4) The relationship between user life cycle and value/time

Investors in the industry pay more attention to this. Although some online education companies appear to be losing money, the value of a single user's complete life cycle is positively correlated when calculated.

In other words, the benefits of each paying user from understanding the business to purchasing and then leaving the business are greater than the costs, which means that the product is operating healthily. Even if the company has gaps in exploration or other expenses, there is still a future.

Currently, the online education industry is also trying to improve the overall ROI through refined operations and expanded course subjects. When a user purchases subject A and then purchases subject B through the expansion of course subjects, there will be a significant improvement in the user's lifetime value LTV data. This is also the fundamental reason why the enlightenment education track vigorously promotes the expansion of courses.

Development Trends of China's Education and Training Industry in 2021-iResearch

5) UE model

In addition to CPA/CPC/LTV, there is another important knowledge point, which is the UE model (I don’t want to make it so complicated, but these knowledge points are coherent, so stick to it).

The calculation method of the UE model is:

Net income per user = Lifetime value LTV - (traffic acquisition cost + customer conversion cost + subsequent operating cost...)

UE calculation requires calculating and reflecting each income and cost item by item, as shown in the figure:

Zhihu author Joann made the map

The main purpose of calculating the UE model is to intuitively see the trend of user costs and value benefits, to clearly know when the investment can be recovered and whether there is profit margin, to help the business make decision adjustments.

Therefore, when analyzing the cost of the user's complete life cycle, it is necessary to analyze all costs and key indicators in the customer acquisition stage, conversion stage, and course delivery stage. The overall analysis can be as follows:

Development Trends of China's Education and Training Industry in 2021-iResearch

Based on the different class modes mentioned above, we can see that the corresponding UE models are also very different. The differences are mainly reflected in the proportion of customer acquisition costs, trial class and regular class teacher costs, and textbook costs.

Development Trends of China's Education and Training Industry in 2021-iResearch

It is foolish to increase customer acquisition without considering the cost of customer acquisition!

Finally, let’s answer the question mentioned at the beginning:

Why are most operational activities that generate explosive customer growth difficult to reuse continuously?

Answer: Due to the consideration of customer acquisition cost, only by continuously and stably obtaining effective leads, combining user life cycle value and UE model analysis, and verifying from the data side, can we determine the reusability of customer acquisition channels or strategies.

There is another important factor. Different companies in the online education industry may have differences in product advantages and course cycles, but the conversion path of "customer acquisition and retention-experience conversion-service delivery" is almost the same.

Each link requires sufficient people to execute, including those responsible for customer acquisition, event operation, data analysts, teachers responsible for conversion, class teachers who deliver courses, product managers, program development engineers, designers, etc.

If the customer acquisition channel cannot maintain stable and controllable growth, it will affect everyone in the project team. A surge in customer acquisition but poor user quality will lead to lower CPC and LTV data, a significant drop in team income, and experience class teachers who rely on conversion performance to earn income will also be affected.

As the number of customers grows, a fixed ratio of teachers and operations is needed to undertake and convert traffic. If the previous number of customers cannot be achieved in the next stage, some of the trial class teachers and team resources will be vacant, and the overall efficiency and benefits of the project will be greatly affected.

After saying so much, is it true that operational activities cannot provide effective customer acquisition support? Don’t consider fission customer acquisition?

No, on the contrary, I think that attracting new customers and having old customers bring in new customers on the operational side is very important in every online education project. Because in addition to bearing part of the customer acquisition indicators, it is also particularly important to help the team explore the direction of product customer acquisition methods.

3. Online education’s customer acquisition methods

Through the first two articles, we can have a general understanding of the basic knowledge of the education industry and the knowledge points of customer acquisition costs. At the end of the second article, I also repeated that "attracting new customers without considering the growth of customer acquisition costs is rogue"!

Therefore, when analyzing the customer acquisition strategy of the online education industry, I will try my best to start from the business itself, use customer acquisition efficiency, user value, and customer acquisition cost as evaluation criteria, and strive to output a detailed and complete customer acquisition strategy reference~

(Online education customer acquisition strategy and channel analysis)

The customer acquisition mentioned in this article mainly focuses on "how to obtain users who sign up for trial classes". The course design of the trial class and the content of converting the full-priced classes will be mentioned in the last chapter of the article.

(Overview of customer acquisition strategies in the online education industry)

1. Strategies should be implemented based on where the target users are

The strategy should be directed to where the target users are. According to industry report analysis, we know that most users are exposed to online education products through channels such as WeChat/educational apps or websites/search engines/recommendations from acquaintances.

We need to develop customer acquisition strategies based on the characteristics of different channels, but the channels are so complicated. How should each channel develop an effective strategy to attract new customers? Let’s sort it out first.

According to the customer acquisition channel scenario, it can be divided into "online customer acquisition" and "offline customer acquisition". Currently, the main source of customer acquisition for most online education companies is still online.

Compared with the soaring customer acquisition costs caused by industry involution, the customer acquisition costs of offline channels are not that expensive in comparison. On the contrary, cost-effectiveness and high user value have become its advantages. So let’s start with how online education companies acquire customers through offline channels.

2. What are the offline customer acquisition strategies?

Because offline channels can quickly accumulate user trust, while learning from the customer acquisition experience of offline education and training institutions, they can also reuse the advantages of online education promotion and operation. Currently, some online education companies have begun to deploy offline customer acquisition business.

To develop offline traffic and acquire customers, common strategies in the industry currently include: setting up offline experience stores, offline teaching centers, and opening up campus channels.

If you want to expand campus channels, you can start with brand promotion in the early stage, and you can also obtain accurate user traffic through the school-enterprise cooperation model. Whether it is providing software support or sharing course resources, it is very valuable at every stage from early childhood enlightenment to university.

The offline experience store model is responsible for acquiring customers and providing light services. This model is similar to the offline models of Apple, JD.com, and Xiaomi, and is an entry point for diverting traffic from offline to online.

The offline teaching center (OMO model) undertakes all traffic and service functions, but the teaching is also conducted online. Generally, online education institutions will set up offline education centers in third- and fourth-tier cities, or even in lower-tier markets; they can even be found in eighteen-tier county towns.

Different from this, many educational institutions have chosen to set up offline experience centers in first-tier cities. Among them is the online English education institution Akaso. Students and parents can go to the offline experience centers to try out courses and receive planning consultation.

It not only dispels all kinds of doubts of parents and creates a certain reputation, but also allows students to purchase courses after they are satisfied with the trial class, thus achieving a part of the course conversion rate.

Offline marketing and exhibition promotions cannot be replicated on a large scale to become a stable and efficient source, so we will not elaborate on them.

3. After discussing offline channels, let’s review online customer acquisition channels

We just briefly talked about the customer acquisition strategies of offline channels. Next, let’s talk about the online customer acquisition channels. When sorting out, we can classify customer acquisition strategies from a resource-driven perspective.

One is to drive customer growth through the company's external resources, such as paid advertising, marketing promotion, tool diversion, channel agency, etc. The common features of these channels are "high cost and low user value", and their outstanding advantage is high customer acquisition efficiency. Simply put, it is "large quantity but not accurate enough."

The other type is customer acquisition growth driven by the company's internal traffic resources. Whether it is various operational activities of bringing in old customers to new ones, or increasing the number of users of trial classes through expanding subjects or joint reporting, all of these are supported by the company's existing traffic pool.

Let’s start with these two aspects. First, let’s sort out the customer acquisition channels that “require a lot of money.”

4. Customer acquisition channels that require a lot of money

1) Advertise and acquire customers

Advertising has brought about growth in various corporate data, and data such as the number of users, revenue scale, daily and monthly active users, and market share are becoming more and more impressive.

Qiu Yanfeng: In recent years, online education has been rapidly accelerated by capital. It is far from enough to rely solely on the slow conversion of their own traffic pool. Under the pressure of growth rate and competition, companies need to increase their user scale, brand awareness, and market share in a short period of time. Large-scale advertising has become an inevitable choice.

"The effects of long-term advertising investment may be similar to those of drugs, with inertia and addiction. The investment is increasing, but people are less and less willing to stop. However, taking stimulants is also harmful to the body. When the advertising investment is too large, the company's operating ideas and thoughts may go wrong. Whether the company's values ​​can still be normal and whether it can cover up the company's own problems are all hidden dangers."

——Shenran team, official account: Shenran

During the summer of 2019, the total investment expenditure of the leading K12 online education companies reached 4 billion yuan, while during the summer of 2020, this figure soared to 6 billion yuan.

Gaotu, which has always claimed that its customer acquisition cost is lower than the industry level, suffered a net loss of 1.393 billion yuan in fiscal year 2020, which was the first full-year loss since its listing. It attributed the reason to the sharp increase in marketing expenses and started a layoff plan. In the fourth quarter of fiscal year 2020 alone, GSX's sales expenses increased fourfold from 442 million yuan in the same period last year to 1.798 billion yuan, resulting in a sales expense ratio increase from 47.27% to 81.34%;

Youdao also spent a lot of money on marketing, spending nearly 2.7 billion yuan on marketing in 2020, a year-on-year increase of 332.9%; marketing expenses in the fourth quarter alone reached 805 million yuan, nearly four times the 206 million yuan in the same period last year;

TAL's sales expenses in Q3 of fiscal year 2021 rose to US$420 million, and its sales expense ratio increased significantly from 23% in the same period last year to 37.6% - of course, strictly speaking, TAL cannot be regarded as a purely "online education company", but TAL, which dominates the offline market, also chose to invest heavily in advertising in 2020.

——Gegentanna, public account: Huxiu APP

The classic algorithm of industry investors is that for a K12 large-class entry-level class with a price of 50 yuan, the customer acquisition cost is approximately 500 to 600 yuan, and the industry average conversion rate is likely to be 25%, which means that the customer acquisition cost for a full-price course student is likely to be between 2,000 and 3,000 yuan.

Looking at the financial report data of each leading online education company, it can be found that the average customer acquisition cost is 30-50%, and most of the support is spent on advertising and customer acquisition.

① Short video delivery

For a long time, low-tier cities have always faced the problem of imbalance between the supply of high-quality educational resources and user demand. As a result, online education companies have set their sights on the lower-tier markets, which have huge potential. In the past two years, the online education marketing war has intensified, and short video platforms with a large number of low-end users have also become an important operating platform for online education institutions. The trial classes launched by Xueersi Online School, Gaotu Classroom, Zuoyebang Live Class, Yuanfudao Online Education and others, which cost less than 10 yuan, all provide users with learning gift boxes with different combinations of teaching materials, stationery, etc. It is not difficult to imagine the average loss per order, including the gift box, postage, teacher's salary, and the cost of live broadcast and replay.

——Zhizhi, WeChat official account: Whale Media

Short video distribution channels include:

1. Video platforms that release short videos: Youku, Tencent Video, iQiyi, Sohu, NetEase...
2. Short video platforms: Tik Tok, Kuaishou, Huoshan, Xigua, Meipai, Miaopai…
3. Live streaming platforms release short videos: Yizhibo, Huajiao, Inke...
4. Short videos on social platforms: Weibo, WeChat...

Delivery formats include:

1. Information flow hard advertising
2. KOL soft advertising
3. Product placement by title sponsor
4. Advertisements, etc.

② SEM optimization promotion

As the largest search engine in China, Baidu has tens of millions or even billions of netizens conducting hundreds of millions of searches every day. It just so happens that some search terms express the intention of netizens to purchase a certain product, to find a service provider, or to learn about related industries and products.

The companies that provide these products and services are also looking for their customers. In order to improve efficiency and solve the needs of both parties in a short period of time, keywords and website rankings have emerged. The higher the ranking, the higher the click rate among netizens.

Baidu saw the business opportunity and launched SEM bidding ranking. By paying for the content, the company can rank its high-value corporate promotional content at the top of the search page, so that it can be presented to more netizens in need, thereby satisfying both the netizens' search needs and the company's promotion needs.

Nowadays, almost all industries with market expansion needs are conducting SEM bidding promotion on Baidu. Online education, which is rooted in the Internet, is even more competitive in Baidu promotion, and a series of internal battles are unfolding.

The core of SEM optimization is user thinking, data-driven and refined operations. The starting point of SEM promotion must be the advertiser's promotion purpose, and the landing point must be user demand. The mining of user needs can gain insight into the needs and pain points behind user behavior from survey data, user search terms, browsing data, and interactive data. This requires the establishment of a complete data monitoring system and data analysis model for the entire conversion path, and the refinement of account operations based on these data.

——Dong Sanzhi, WeChat official account: AiqiSEM

③ Public account soft articles

First, let’s simply synchronize the basic business information of the official account Kol delivery. Generally speaking, this module is divided into new development, re-investment and distribution:

New development: that is, opening up new public accounts, also known as "first investment";

Reinvestment: reinvestment or multiple investment if CAC is met;

Distribution: According to the CPS settlement, there will be a distinction between media and pitchers in terms of functional division of labor;

Media: Business, responsible for communicating with the public account owner, determining the amount of advertising, scheduling, and signing the contract;

Pitcher: Responsible for the configuration of soft articles, article titles, landing page scan codes, links, and channel parameters.

——Twelve, public account: 12's Tavern

④ Moments Ads

It can accurately target target users based on geographical location, gender, age, mobile phone model, marital status, educational background, and interest tags, and appear in the first 5 posts of users' Moments.

The WeChat platform has four unparalleled advantages for advertisers:

1. Massive users: covers almost all Chinese mobile Internet users;
2. Precise reach: All targeting is based on individuals, effectively reaching every target user;
3. Systematic delivery tools: The platform provides comprehensive and visual effect evaluation data to help advertisers track and analyze delivery status;
4. Closed-loop ecology: Based on the platform ecology, it provides closed-loop solutions such as public account following, card and coupon issuance, LBS, and mini programs.

——W-axis Tech, WeChat public account: W axis Technology

2) Marketing and customer acquisition

Good content and creativity are key factors in successful marketing. Compared with hard ads that directly poke users in the face to encourage them to sign up for trial classes, formulating a long-term marketing strategy will help companies accumulate user reputation in the industry and establish a positive brand image in the minds of users.

Online education products in different fields should be planned according to the main decision-makers. For example, in the early childhood education and enlightenment stage, parents are the main decision-makers.

During the K12 subject education and quality education stage, children will participate in family decision-making as important decision-makers;

When it comes to higher education and academic education, children become the main decision makers, and marketing priorities and directions need to be formulated based on the pain points of decision-making users.

① Content Marketing

In marketing strategy planning, compared with expensive offline marketing advertisements, online content marketing is the most cost-effective method.

In addition to content marketing on platforms such as WeChat official accounts and Weibo, the currently popular short video platforms will also be the commanding heights for online education brands to compete in content marketing.

(Content marketing with the help of the public account matrix)

(Content marketing with the help of video account matrix) - Jiao Xin

(Content marketing with the help of short video matrix) - Jiao Xin

② Brand Marketing

With the help of celebrity spokespersons/high-quality teacher resources/cross-border cooperation/implantation in popular online dramas and variety shows, we can communicate in depth in a way that users are most receptive to, shape differentiated competitive advantages, and consolidate the brand.

③ Word of mouth marketing

There is also one most difficult marketing method, which is to spread it through word of mouth through users who know the brand or have experienced the courses. This is an area that most education companies attach great importance to but do not do so well.

Because the teachers of all trial classes and head teachers of regular classes are closest to the users, they are also the positions with the strongest correlation with performance. It is difficult to implement the company's values ​​of treating every parent and child seriously and sincerely for every teacher with a sales nature.

But this is a long-term goal. The companies that can truly gain a foothold and develop healthily in the industry are always those that have the original intention of educating parents and children and continue to influence the values ​​of every employee in the company. The truth is simple, and all customer acquisition methods and referral techniques are not as important as the honest recommendation of parents.

3) Tool diversion

The so-called photo search means that in this type of APP, whenever you encounter a question you don’t understand, you can take a photo and upload it to the software, ask for help from the Internet, and someone will quickly reply with the answer or you can search the answer from the question bank.

(Question bank tool under Yuanfudao)

From the perspective of industry competition, various types of photo-taking and search apps use the photo-taking and question-searching tool as a traffic entrance to attract users, exchange question-answering services for traffic, and direct this traffic into other paid business course systems, ultimately converting it into revenue.

The competition in this model is already very fierce. Apps such as Zuoyebang, Xiaoyuansouti, Yuantiku, Parentsbang, and Xueersi have all highlighted the photo-taking and question-searching function as an important selling point to attract users.

Taking photos to search for questions itself also has certain technical and content thresholds. Its competition focuses on two points: one is the AI ​​algorithm's ability to recognize and match test questions, and the other is the content question bank.

From a technical perspective, photo search itself integrates big data technologies such as scanning, intelligent recognition, and retrieval with image recognition technology. Xueba Jun once said that his technical barrier for taking photos to search for questions was 5 years.

Many educational institutions such as Xuebajun, Yuanfudao, and Zuoyebang have entered the market with tool-type products such as photo-taking and question-searching, and have become leading players in this segment.

Since its birth in 2003, the photo-based question search industry has been developing for 7 years. As the earliest entrant, Xuebajun withdrew from the market in the cold winter of January 2021. Zuoyebang and Xiaoyuan Question Search have firmly taken the lead in market share. "TiPaiPai" under TAL Education Group has vigorously promoted its efforts to catch up. "Lightning Question Search" launched by ByteDance is being tested in Henan, a major education province. Alibaba launched the question search function of Quark Search, and Zhangmen Education quietly entered the market by launching the Zhangmen Question Search APP...

Tool products that do not have too high a technical threshold have become increasingly lively after many industry giants entered the market. However, for parents and student users, the benefits definitely outweigh the disadvantages.

4) Channel Agent

Rely on online channel dealers with a large amount of vertical traffic to acquire customers and sell trial class gift packages at a lower price. In addition to platform promotions, some channel dealers also sell trial class gift packages through various content channels that reach users.

"A Brief Discussion on K12 Education Customer Acquisition Strategy" - Jiao Xin

5. Customer acquisition channels with higher user value

1) Expanded Science and Technology News

The purpose of expanding courses is to bring more entry traffic through more SKU courses. When "traffic" evolves into "stock", a scalable and systematic education platform will naturally emerge.

As subject education gradually moves closer to general quality-oriented education, it is an inevitable trend for online education to expand its subjects and products. The war has extended from academic subjects, enlightenment to art categories such as music, physical education and beauty.

Some leading companies have already taken action. For example, Future Education launched "Mobi Thinking" and "Little Monkey Mathematics", Yuanfudao launched "Zebra Thinking", and ByteDance, which entered the education industry from children's English, also acquired the mathematical thinking brand "Ni Pai Yi" this year, officially entering the mathematics track.

The signal released by the parallel development of multiple disciplines is that Zebra’s key goal in 2021 will still be the market expansion and expansion of AI courses, rather than trying new models on the original business.

In addition to the English, mathematics and Chinese subjects that have already been launched, the art category, which was the focus of research and development in 2020 and has been in internal testing for 3 months, will be launched in March.

At the same time, from the trademarks and recruitment information applied for by Yuanfudao, we can learn that music, writing, natural sciences and other categories are also enlightenment subjects that Zebra is preparing.

2) Activities of mentoring new employees

Most of the activities run by operations partners are actually projects where old customers bring in new customers, because an important condition for attracting new customers is resource-driven.

In addition to paid traffic obtained through advertising, acquiring new customers requires the use of existing users to drive communication fission and growth, so it is still mainly driven by old user resources.

Depending on the retention scenario, such as APP, official account, mini program or personal WeChat account, there are different characteristics and corresponding advantages, but there are also many common activity gameplays in the industry, which can be reused no matter what retention scenario is applied.

Growth activities are suitable for online education companies of different sizes and different verticals, mainly because, compared with other types of growth projects, growth activities have four main advantages: the first is lower cost, and payment can be more accurately based on results, that is, users can only get rewards and feedback after completing the new user behavior, the cost is more controllable and lower, and the personalized and creative activity format can stimulate the enthusiasm of user participation, have a larger operating space, and ensure a larger scale of customer acquisition.

The second is flexible and controllable, with a faster iteration verification speed. Growth activities are different from relatively fixed product functions. Its iterative optimization is more flexible, convenient for experimental comparison, and continuously optimize the effect of the activity.

The third is that there are diverse forms, easy for users to accept, there are many packaging forms of growth activities, and there is a large space for creative development, so users choose more and are more willing to participate.

The fourth is data-driven, which can be operated in a refined manner. The most important thing about user growth is data-driven and verification. In growth activities, point monitoring can ensure timely feedback of data, guide activities to further optimize, and amplify the effect of the event.

These four advantages also solve common problems in user growth to a certain extent: not much budget costs, high customer acquisition goals, poor user experience, and unmeasurable results. These advantages are also the reasons why I attach great importance to and recommend to achieve user growth goals through growth activities.

——Wu Yijiu

"Build a user growth activity matrix in 3 steps and deeply interpret how online education can acquire customers at low cost" - Wu Yijiu

User values ​​in different life cycles are different. User stratification is required to complete refined operations. Appropriate operation methods must be formulated to encourage users to complete effective sharing and recommendations to attract new products.

For example, after the experience class is over, only about 20% of users will purchase regular-priced classes, and most of the remaining users who have not purchased classes will become silent users in a short period of time and are no longer active.

Users who have experienced this part but have not purchased courses have already spent a high cost in the early stage of customer acquisition, so they need to maximize their use. After all, users with potential intentions still have many friends of the same type around them.

For users who have experienced this part but have not purchased classes, we can guide sharing through "sharing and gifted" or "invitation cashback". Although they have not successfully purchased regular courses, there is still a basic trust between the experience classes, products and teachers.

Guide them to spread the course experience through commissions or physical rewards, which allows the course to be exposed in the user's circle of friends, attract friends who are interested in the course to sign up and participate, and improve LTV data.

Although the number of users who purchase regular courses is not large, it has the highest value. If you copy the "guidance and sharing strategy of users who have not purchased courses in the experience courses" at this time, this part of user resources may be wasted.

The sharing incentive method for paid users can be designed as "free gift classes and regular class rebates", giving each regular class user a certain gift class quota, and you can directly invite interested friends around you to participate in the experience class for free.

If the invited friends successfully complete the experience class, the user can receive a certain reward. If the invited friends successfully purchase the regular course after the experience class and have no intention of refunding, the user can be given a high cashback reward.

Due to the complexity of cashback to the financial and project processes of leading companies, most online education companies will complete the delivery of equity through the points mall. Whenever users complete tasks of certain operating activities, they can receive points rewards of the same value to exchange for the corresponding physical rewards.

① Distribution fission

Finally, I talked about the area where I don’t have to check information. Regarding distribution fission, friends who are not familiar with it can simply understand it as: inviting friends to pay to sign up for experience classes or participate in activities can get cash.

A successful distribution activity requires:

• Clear and attractive themes
• Exceeding points that exceed target users' purchase expectations
• Activity pricing that is lower than user's psychological expectations
• Commission rewards that motivate 30% of users to share
• Enough resources for promotion and promotion of activities

② One dollar unlock

Gameplay introduction: Users pay 1 yuan to unlock the first benefit, and invite friends to unlock more ladder rewards.

The online education industry usually serves as an incentive sharing method to guide free users to unlock exclusive expansion courses. Users can pay 1 yuan or unlock the first phase of the course for free;

Each subsequent course requires inviting friends to participate before unlocking. It can be used as a regular traffic diversion method on the product side, or you can quickly verify the effect of the event with the help of third-party tools.

(1 yuan unlock gameplay path)

(1 yuan unlock gameplay example)

(Example of unlocking gameplay for 0 yuan missions)

③ Group buying help

Gameplay introduction: Users need to invite friends to participate in group buying and enjoy discounts, or invite a certain number of friends to help them obtain a certain right reward.

Suitable for incentivizing intended users who are preparing to purchase experience classes, and guide them to invite friends to participate in registration to obtain special offers during the purchase process;

It can also be used as a regular operation activity for paid users, guiding high-value users to share activities to invite friends to help receive physical goods or points rewards.

"A Brief Discussion on the Strategy for Acquisition of Customers in K12 Education"-Picture by Jiao Xin

In order to reduce the difficulty of users' group buying, some activities will simulate virtual group buying and guidance sharing. When clicking on group buying and ordering, they will automatically match the user even if they fail to complete the friend invitation to avoid the failure of group buying.

④ Sharing is polite

Introduction to gameplay: Share posters to your Moments and upload sharing screenshots to get rewards. The event is updated weekly or monthly. It is called "Weekly Sharing" or "Monthly Sharing" activities in the industry.

This type of guided sharing and uploaded screenshots belongs to the relatively early stage of old and new activities. Although the participation threshold can be set to regular course users, this kind of exposure activity can obtain less benefits.

Although the purpose is to enable class purchase users to periodically share product dynamics or course activity posters, the incentive point for sharing is just "sharing", so most sharing is invalid sharing. Parents only share according to the rules when completing tasks, but the cost of activities required is not proportional.

There are many forms of sharing polite activities, but remember one standard: no promotion of user hierarchy and screening, and no guidance and sharing without any thresholds, the data will be miserable.

⑤ Interactive H5

Introduction to gameplay: Guide users to participate through interesting activities such as tests and mini-games, and guide users to share and invite friends to participate in the event.

I divided this type of activity with a long incentive sharing path and unclear inducement points into "exposure" activities, and it is okay to add exposure to the event according to the festival hot spots.

But if you want to use this kind of gameplay to obtain a large number of user conversions or attract many precise users, simply put it: it won’t work.

Most of the H5 activities or mini-games that can be viewed in the industry often have gambling elements, creative inspiration and coordinated technology/art/product resources, not every operator can have them.

If the gameplay cannot provide effective support for the business, such as the cost of acquiring customers is too high, the inability to continuously and stably acquiring customers is not allowed to be reused periodically, and the startup resources and timing of activities are harsh, try not to do it first.

⑥ Community fission

Introduction to gameplay: After entering the group, users guide their sharing activity posters to their Moments or specified number of communities, and then send sharing screenshots to the group to get rewards, and automatically switch the community through active codes.

This type of fission gameplay has been gradually eliminated. A few years ago, it was used more in the knowledge payment industry and the education industry. After the training of many activities, the sharing threshold in users' minds has been higher, and they are rejected and psychologically induced to share activities.

But the role of a community is more than that. In addition to a single community-induced sharing gameplay, the important role of a community can be to assist other fission activities as user traffic carriers for refined operation, help fission activities link users' important venues during the promotion process, and promote and guide users to participate in activity sharing within the community.

I will share with you a complete event case, which is a practical case of using the help of corporate WeChat community to acquire customers in June last year and using live broadcasts to convert.

The purpose is not to show that this is a useful way to play the new way, because the data may be very poor when it is done again, because the core "Enterprise WeChat" and "Customer Acquisition Trends in the Second Half of the Year" at that time may no longer pay attention to it if it is promoted now.

I hope everyone can understand that every old and new activity is not achieved through a single gameplay path. It requires different resources to think about the appropriate gameplay and then combine it! Go innovate! Go and try it!

⑦ Red envelope fission

Gameplay introduction: Invite friends to complete the designated tasks to receive cash rewards, such as following the official account, downloading the APP, adding WeChat account, and participating in activities.

(Zero-1 fission red envelope customer acquisition model)

Special attention: Currently, the gameplay of red envelope fission is within the range of the WeChat ecosystem. The risk of blocking is very high, and the quality of users and fans is not high. It is easy to be reported to the party and get fleece after being spread (if the reward is high, if there is too little reward, no one will participate, and the complicated threshold steps will lead to the loss rate). It can only explode quickly in the short term.

Moreover, the financial process of online education companies is complex and difficult to pass process approval, and has low implementation ability.

Of course, the page can be completed by signing project cooperation with a third-party agency operating company. At present, the supervision of red envelope activities in the enterprise WeChat is not so strict. You can use third-party tools to test it on a small scale, but it is not recommended to promote it on a large scale.

⑧ Official account mission treasure

Introduction to gameplay: It is often used for service accounts. (The path to the subscription account task treasure game is too long, don’t consider it) Users can generate posters through the official account session window to invite friends to follow, and get corresponding rewards after reaching the invitation task.

However, it is difficult for most operational partners to find the right event reward as a temptation point. Common information package collections are no longer so popular, and the process of deploying activities with the help of third-party tools is not that simple.

(Starry Task Team-Picture Map)

Although the fission spread speed is OK, it is not too high to save users to the official account and then divert them to personal accounts or communities for conversion. The intermediate path is too long and there will be a lot of loss. Moreover, the user value of this kind of task treasure gameplay is low, and the data for subsequent conversion experience classes are not too high. It has been gradually abandoned by everyone.

Just like a voting activity, after the gameplay that was effective a few years ago was abused, users would be conditionally disgusted when they saw such activities.

But it is not completely useless. This is just my personal opinion. If you just want to create a public account fan-enhancing activity that does not consider subsequent conversions, the current method of playing the Mission Treasure is still the first choice.

Another thing to note: the push rules for template messages and customer service messages of the official account are currently under a new round of rectification. The subsequent abuse of template messages for marketing and customer acquisition will gradually be affected, and unlimited pushing user messages will not work.

In addition to acquiring customers, the official account is currently a relatively suitable retention scenario. The service account can push content based on the student registration status and learning progress to assist in learning courses; important activity entrances can also be placed in the official account menu, so that users who use WeChat frequently every day can reach.

⑨ Qiwei Mission Treasure

Introduction to gameplay: Invitational task-style gameplay within Enterprise WeChat, users share activity posters and invite a specified number of friends to scan the code to add staff Enterprise WeChat, and you can get corresponding rights and ladder rewards.

Currently, there are two ways to add private enterprise micro-path and increase the official account path, which mainly solves the problem of real-time notification of invitation progress and issuing reward notifications.

The pure enterprise micro-path requires enterprise WeChat employees to manually push progress messages (the principle is to use the mass message interface of enterprise WeChat four times a month), and can also automatically push user invitation progress notifications with the help of black technology, but there is a risk of banning the account;

Another way to increase the path of the official account is too long. I personally think it may be eliminated slowly. Guide users to follow the official account and then add corporate WeChat. Although you can use the service account message to push event invitation progress reminders, it is too inefficient and affects the speed of fission propagation.

3) The last words

Not all customer acquisition channels/old and new activities are effective. It is unrealistic to find out all the problems through an article. It is mainly to help you sort out your ideas.

The universal gameplay is destined to not directly solve everyone's business problems. The main purpose is to let everyone know what effective customer acquisition methods are currently in the industry and what gameplay is slowly being eliminated.

I hope everyone can maintain the habit of being good at observing. There are many articles like this, which need to be sorted out, analyzed and summarized by ourselves. At the same time, the gameplay of competitors is also worthy of our focus.

4. Online education low-to-high conversion strategy

Let’s first use a relatively mature offline model to give an example. When offline educational institutions recruited a large number of students before the winter and summer vacations in previous years, they generally used free trial open classes to attract parents’ attention.

During the audition class, the best teachers and strategies will be used to solve common concerns of parents. After the open class, registration will be guided through limited-time discounts and other benefits. Follow-up training teachers will follow up 1-to-1 via WeChat.

This process of converting offline free open courses to regular courses, put into the online education industry, is the current experience class community conversion model, and applies to the knowledge payment industry, which is the various low-to-high training camp conversion gameplay that everyone often sees.

The "experience course conversion strategy" I want to talk about today refers to: users sign up for 0 yuan or low-priced experience courses and actively add them.

After the "teacher", during the course, the course is carried out with traffic carriers such as community/private chat/moments, etc. to convert the gameplay of regular courses through operational means.

Because the entire process is the strategy of users to convert regular courses during the experience class stage, we simply call it the "low-to-high-level strategy for experience class". Let's start today's content sharing.

1. Why should I convert through experiential classes?

The reason is very simple, because the conversion data of the experience class gameplay is much higher than that of the regular gameplay, and the effect and income determine the strategy, which has also become a general gameplay for online education conversion regular courses.

To know the reason, you must also know why. It is not enough to just know that the conversion efficiency of experiential courses is high. We also need to further understand the complete path and advantages of experiential courses and the reasons behind it:

1) Experience first and then purchase in line with parents' habits

Whether it is the free trial class of offline training institutions or the low-priced training camp of online competitors, parents' psychological expectations for the registration process have been solidified into "experience first and then purchase".

This has become an important guiding and transformation link before purchasing courses in the online education industry. Parents will not buy it if they do not allow parents and children to directly introduce the courses.

2) High-priced product needs to be converted by trust

Deciding to buy a regular course worth thousands of yuan requires parents to have full trust in the brand and course quality and the teachers they come into contact with.

The experience course provides a perfect environment. The teacher who also serves as a sales role can understand parents' needs and concerns about class purchases in advance through understanding the child's strengths and weaknesses and homework supervision.

With the help of friends circle and community scripts, users can create a sense of trust in the brand and teachers in a short period of time, and create an ideal learning and transformation atmosphere through the Water Army account. This is why it is necessary to convert through community experience classes.

I have written an article about the conversion strategy of high-customer unit price, which also provides detailed information on the trust relationship between the construction and the user (customer). You can also take a look at: Tob operation strategy of Zero One Fission SaaS tool: the construction of the user's "trust system".

3) Convenient to interact through the teacher role

Children who have indirect decision-making power in purchasing classes are the protagonists in the experience class. When deciding whether to buy a course, their children’s advice is very important because it is the child who experiences the course himself, so parents will ask their children’s advice before purchasing classes.

There are very few scenarios where parents directly help their children buy classes. It is more about parents referring to their children's suggestions and combining the information they know to judge whether to buy classes. Experimental classes are an important operational means that can affect children's decision-making.

During the experience class, the teacher in charge can interact with the child through voice or video and private chat to help the child answer questions and complete the work. Through 1-2 weeks of study companionship, he has gradually become a caring teacher in the eyes of children.

Guided shopping classes through the image of teachers are naturally authoritative and trustworthy. This is the core of the transformation of experience classes and the reason why there is no "sales" in the online education industry but only "teachers".

2. Complete transformation path for the experience class

We have sorted out above: the experience class play needs to be completed in combination with community, private chat, and circle of friends, because in this process, the role of the class teacher with sales attributes and parents/children are required to establish a trust relationship through high-frequency interaction.

Let’s break down the gameplay path from the perspective of the teacher in the experience class. Because it is the same as the community training camp mode, we can divide it according to the course stage:

1) Preparation for opening a camp

① Guide parents to add WeChat: The class teacher needs to view the new clues assigned by the system, check parents who have not actively added their own parents, and guide the other party to add their own WeChat friends through text messages to increase the rate of parents who purchase classes.

② Confirm that before class preparation is completed: After successfully adding friends, parents will receive class instructions from the teacher who leads the class, such as following the XX official account, downloading the APP, introducing the child’s learning situation and basic information, and familiarizing themselves with the next teaching arrangements.

At the same time, the teacher in charge will also introduce himself. By reflecting the professional character avatar + video/text version, parents can quickly understand themselves and explore their needs through private chat interaction.

③ Unified group release announcement: After all parents are invited to the community before class starts, the teacher in charge will inform the parents again through the announcement to complete the pre-class preparation and reply to confirm in the group, informing parents that they need to guide their children to complete the video version of self-introduction.

2) Camp stage

① Complete the opening ceremony: Through this ritual-like link, the role relationship between "teacher", "parent" and "student" will be strengthened again. When parents send their children's self-introduction videos in the group, other parents will feel that "the children's classmates are so outstanding" and will actively guide their children to participate.

② Reminder for class opening and supervision for completion: Depending on the cycle of the experience class, there will be multiple courses to be completed in 1-2 weeks, so before each class starts, the teacher needs to inform the class through community announcements and community to increase the class rate.

After each class is completed, the homework that children need to complete will generally be assigned. At this time, the teacher in charge needs to guide and follow up the children and parents who have not completed the homework according to the completion status.

Because the completion rate represents attention and participation, if the child cannot even complete the homework, it is unrealistic to guide parents to purchase classes during the completion and transformation stage.

During class breaks, teachers in charge also need to promote content through community and circle of friends, and improve parents' educational thinking concepts, attach importance to children's training, and the importance of children's participation in learning through various types of content.

In addition to directly promoting content, the navy scripts in the community are also very important. The content promoted from teachers always has an official flavor, and most of the information may be ignored by parents.

However, if parents take the initiative to ask questions and answer common concerns in a question-and-answer form, it will be easier for everyone to accept them. Of course, the person asking the question is not necessarily the real user.

Some teachers in charge may not be able to accept this method in the early stage because the teacher role in the child is very inconsistent with the scripts of the water army. Mature teachers in charge will regard these scripts as sales skills, because although the position is a teacher, the work content is still a sales-oriented community operation.

The "homework helps employees self-explore fraud routines" that were on the hot search two days ago is actually a conventional transformation method in the online education industry. It is a fraud and deception from the perspective of parents. From the perspective of the teacher in charge, it is just a process-based business skill. From the perspective of business management, the gameplay that everyone in the industry is using can still be used without harming parents and children.

The new regulations that are constantly introduced in the industry seem to be constraints and blows on the industry, but in fact they are protecting the entire online education industry ecosystem. If you want to develop for a long time, you must achieve a virtuous cycle. You need to find a balance between adhering to the original intention of education and obtaining benefits. At present, there are still many detours to be taken.

3) Transformation stage

In addition to increasing the urgency of purchasing classes through limited time, limited quantity and discounts, substitute teachers will also drive parents' herd mentality by guiding the group registration/monthly displaying payment screenshots, allowing users to make final decisions in the final stage.

At the same time, the water army accounts in the group will also execute the final script in the conversion stage according to the character attributes of different accounts.

For example, there are parents who have placed orders for the sake of their children's education and growth, parents who are hesitant but their children prefer to buy classes, and even parents who want to register but are not well-off enough but end up paying through the confidence card Huabei.

Every operational action in the transformation stage is precisely in line with the doubts and thoughts of most parents before purchasing classes.

Not only that, substitute teachers can also use different means of quiz based on the information they have learned from parents and children during the experience class learning process, and according to the concerns of different parents.

Each step will have sufficient words and procedures to refer to. These materials and documents are called "SOP" in the eyes of operators. A newcomer in an industry can operate through processed SOP documents after about one week of rapid training.

3. Psychology used in transformation strategies

Through user psychology analysis, we can see that behind each operation action is carefully thought and designed. It is disassembled through the transformation stage, and four key points can be extracted:

1) Establish authority

Through teacher resumes, celebrity spokespersons, brand endorsements, top course research and development resources, external media reports, national policy support and other information, within a 1-2-week experience class cycle, you can quickly establish an authoritative image in the hearts of parents and children.

In the process of subsequent supervision and follow-up and guiding shopping classes, the teachers in charge can take the initiative in communication with the authoritative image they create. After all, it is much easier to recommend courses with the image of a serious, professional and enthusiastic teacher than selling courses.

2) Anxiety marketing

What is the reason why children want to buy classes? If you don’t buy classes, you may lose at the starting line, you may lag behind other friends of the same age due to lack of innovative thinking, you may miss the training and training during the golden period of learning and growth, etc.

These potential anxiety about parents during their children's growth and learning process have always existed, but they only amplified or created an anxiety atmosphere through marketing methods, and even compared it with ordinary children with the examples of excellent students. Although the reason is simple, most parents will almost give up rational thinking at this time.

"Learning more will not be harmful to your children." This is what most parents think when they are anxious about their children's growth.

How to stimulate parents' anxiety has become an important part of the transformation process, because in addition to parents with mature needs, more parents need to stimulate anxiety to tap potential needs.

3) Provide solutions

Through the study of experiential classes, parents who are in an anxious state will be anxious to find ways to help make up for it. At this time, the regular courses mentioned by the teacher are almost the perfect solution, which can just solve the problems parents are currently facing.

The practical value of the solution can be proved by highlighting the advantages of the course, packaging the cases of outstanding past students, and demonstrating the faculty. By listing the problems encountered by children in their current learning and growth stage and the corresponding course framework, parents can see the matching degree of the course, thereby driving decisions on purchasing courses.

4) Manufacturing scarcity

There are solutions to the problem, but due to the preferential prices and limited quota, if you cannot buy classes at a specified time, you will lose the opportunity to register at a low price (although you can still enjoy the same discount after registration). These are creating a sense of scarcity.

Through the countdown of the event, the purchase of limited time will be given extra benefits, and the payment screenshots of other parents, the ability to effectively enhance the sense of urgency and highlight scarcity. At this time, parents should feel that "the purchase decision must be made at this stage."

5. About the results of online education

If the original intention of education is to educate people, the current chaos of online education industry has only achieved justice in the results. In the process of acquiring customers and guiding children to learn classes, most brands use any means to even use deceptive routines to induce them. Is this still considered maintaining the original intention of education?

However, online innovative education, quality education and enlightenment education for different subjects have affected tens of millions of children. Many children lack high-quality educational resources due to regional reasons, but have made up for some of them through online education.

If the purpose of educating people is achieved, can the process be ignored? This problem is like the current exploration process of the online education industry. Although there are constant constraints and difficulties, the trends and directions are bright, and everything is developing in a better direction.

Just imagine, if I were a practitioner in the industry, it would be difficult for me to clearly understand this "process justice".

Because most people are part of the waves, they don’t know why the waves are going forward. Most people’s eyes are born like this, but it is actually a different scene from another angle. The waves are still surging, and batches of waves remain on the shore.

Author: A Zhao

Source: A Zhao