How to improve user conversion rate?

People who live well will still be living well at the end of 2018. Those who entered the industry speculatively and can make it to the end of the year on their knees are basically on the verge of death and will be in a dilemma for a long time.

In a small office outside the North Fifth Ring Road, seven people were crowded around an office desk. The wires on the desk were crisscrossed, and it was difficult for them to move their arms to type. However, those who contacted teachers contacted teachers, and those who made posters made posters, and the division of labor was in order. In addition to a large whiteboard covered with blue, black and red writing on the wall of the office, there is also a banner that has just been hung: Build the country's largest knowledge payment platform. The emotional intelligence course that has been developed for more than a month is about to be launched. The whole team is a little excited and feels that it will sell well as soon as it goes online.

We should always have dreams, although this office doesn’t look like the largest platform in the country. How come the largest platform is only 6 square meters? But this is the most suitable scenario for writing a success story in the future. A business tycoon who shocks the universe emerges from the dark little house, or a tycoon in the education industry who benefits others, himself and society.

A financial company in Hangzhou held a general meeting that day, announcing that the company would form a special project team to specifically plan a knowledge-paying project in the financial field. The COO described the company's goals and strategies for this project at the meeting. It sounded impeccable. A company with financial resources would offer courses to teach users how to manage their finances and investments. It had all the course resources and platform user resources they needed.

The COO was talking about the PPT with great enthusiasm, and it seemed as if hundreds of thousands of students would sign up immediately after the presentation. After all, the demand and spending power were there, so a price of 399 should be fine. Otherwise, why not sell it at a discounted price of 199 right after it goes online, and then limit it to the first 100 people only.

After finishing the PPT, we proceeded to the question-and-answer session. Someone actually asked ignorantly, "Other financial companies can also do this, so what is our competitive advantage?" Our team has no teaching experience.

Generally, it is useless to ask this kind of question. The leader can always make up some reasons that seem very convincing, but when you think about it carefully, none of them stand up to scrutiny. But we can't just admit that we don't have any advantages. Everyone has started to do it. We have the right time, right place and right people. Even if there is no reason to do it, there is no reason not to do it. After all, the maternal and infant e-commerce company next door has also started to offer parent-child education courses. If we enter the market late, how can we get a share of the pie?

Such stories happen in various corners of Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou at the same time, but they all appear in the circle of friends without any prior arrangement.

A big poster, a photo of a teacher who looks like a real person and has various expert CXO titles, a big headline that hits the core of your anxiety, 3 small headlines that you can tick as if you will understand everything in seconds, a crossed-out original price where you can write some scary numbers at will, and then next to it a huge 9.9/19.9/Free that must be in red, and finally there must be an eye-catching QR code.

We used to think that scanning a QR code was to enter an activity, but later we found out that scanning a QR code can actually lead to another scanning code page, or a page for scanning a QR code to join a group. It looks like there are a lot of people there. If you don't go in when you walk to the door, you will be betraying the Chinese saying, "Since you are here, just go and take a look." So I saw a group with no one talking, and messages popping up continuously saying someone had scanned the QR code to come in.

I don’t know who said that sunk costs are not costs, but for most people, sunk costs are indeed costs. I found out after I came in that I couldn’t learn for free directly, but I had to forward the poster to my friends circle. Then I realized that free things are indeed the most expensive. Well, since I’m here, I might as well forward it. Anyway, it shows that I love learning, so it’s not a loss.

The reason why a routine is called a routine is that even though you know it is a routine, you will still follow it.

Nowadays, if you are engaged in paid knowledge operation and you cannot come up with names like "Mission Bao", "Explosive Fission" and "Group Building Bao", you will be embarrassed to go for an interview. We began to realize that driving, in addition to telling dirty jokes, also means recruiting people to form teams for distribution.

At this time, in an office building in Nanshan District of Shenzhen, a team of more than 20 people needs to have a celebration banquet every now and then. After all, this wave of craze is inextricably linked to them. On January 17, 2018, when the red course poster swept the entire Internet user’s circle of friends, this team was recorded in history and the boss’s name became known to everyone in the circle.

It's not enough to create a hit once, but to create many hits at the same time requires skill, not just luck. So during that period, we received countless calls seeking cooperation in promoting courses. Even if an average team came to us and asked for cooperation, we might not accept the offer no matter how much money they offered, because the customers were queuing downstairs anyway. Besides, if you want to become a professional in selling hit products, it is very important to learn how to choose customers.

Compared with other teams, they were not so lucky. When "fission", "community", "poster" and "distribution fleet" became hot words and became standard equipment for all teams, from then on, for the second, 20th and 200th people who did this, it became more and more like picking up garbage around a gold mine, but the gold mine collapsed after 3 months.

In the past three months, many heroes have emerged. It seems that if you have a sword in your hand, you are Guan Gong, and if you have wine in your hand, you can record an audio to talk about heroes. Who knew it was all just bubbles that would burst at the touch.

Then, in April, all the beautiful flowers on earth are gone. Course posters are becoming more and more boring, because everyone knows that we used to think that there was a master behind the poster who was teaching and answering questions, but what is shown time and time again is the greedy thinking of the knowledge payment business and shoddy courses that people would not want to listen to again even if they had to pay for them.

Every course seems to be trying to get something for nothing, using students to find students, but every course always crosses the bottom line of disappointment again and again. Those teachers who sound high-sounding and well-dressed actually speak inarticulately. When they say something useful, they ask people to pay money. After they pay, all you say is this? ? ?

I paid the money and thought that those who came were ladies, but they turned out to be sows. Anyone with a bit of brains, if you go in again I’ll be a boar, okay?

After the summer of 2018, the most intense poster carnival seemed to bring only a little over 10,000 orders to a team. This number sounds large, but it is embarrassing. If you throw all your efforts into it, you will only earn a few hundred thousand dollars after all this time? I can’t even cover the company’s expenses for a month.

Things without core values ​​are destined to end up in nothing. Knowledge payment, with social communication and mass courses as its main themes, is destined to be a detour in the development of this industry.

Some people are taking detours, but others are quietly walking on the small path. Next to the University of International Business and Economics in Chaoyang District, a small team has been developing for nearly 3 years, and the number of team members has already exceeded 100.

I must admit that during this period of time, the CEO was actually very anxious. Watching the explosion of knowledge payment in the circle of friends, he himself did not seem to get much benefit in the industry. Day and night, he was always struggling whether to make another transformation and turn to short courses in the circle of friends. Fortunately, the bubble burst while I was hesitating. Looking at the projects in hand, they are far more stable than those crappy courses. We have developed nearly 10 course projects in parallel. Although we have not yet broken even, our revenue is always growing steadily.

At the same time in Shanghai, there was an established Internet education company with more than 2,000 employees, which was also incubating or launching multiple similar projects in parallel. Coincidentally, Beijing, Shanghai, and the slightly less developed Shenzhen and Hangzhou, all focus on check-in courses. But they all know that the origin of this thing is in Chengdu.

No one would have thought that this company in Chengdu is unknown yet everywhere around us. Their English learning course by checking in has been running for 2 years at this point, with amazing growth and stable revenue. Just like the name of the company, this team upholds the love for students in the education industry, polishing the English reading courses to be extremely meticulous and creating extremely efficient community operations.

In their hands, they can have hundreds of thousands of paying registered users a month. The level of paid users in a month can surpass the effect of those hot-selling posters in the circle of friends. What's more frightening is that they still have a continuous and stable income, and the income is getting bigger and bigger.

It seems that there is nothing special about it except punching in. However, their check-in is organized, strategic and continuous, and the new users brought to them by check-in alone can account for more than half of their new users. It seems that getting something for nothing has really been achieved. The only prerequisite is two years of continuous course polishing and community optimization.

Long and steady versus short, flat and fast. The short, flat and fast seems particularly childish.

It was the dream place of Hangzhou again. An Internet education team led by a university teacher was one of the earliest followers. They also used their existing English education APP to attract traffic to community paid courses and gained 500 students in the first month. It’s a pity that they didn’t persist later, so their names were only left in the soft articles on Zhihu.

The team in Guangzhou's Tianhe District was more business-minded. They aimed at commercial benefits on the first day of going online and started to develop a Chinese reading check-in service targeting the female group.

The team in Hangzhou's Xihu District has a stronger learning ability and has conducted increasingly in-depth research on the check-in model, and at one point created a popular check-in course for the Internet industry.

But in the eyes of some people, these entries are already too late. The old company in Shanghai has started to cut small projects, such as the check-in community courses. In the end, it was discovered that courses with high customer unit prices and high net worth are more profitable. Scaling is something that can be cultivated over time. Anyway, there is no shortage of funds, so there is no rush to get financing.

A big marketing company in Beijing entered the market early and used the marketing strategy they were good at to carry out communication, but they always found that education was not as easy to deal with as the event marketing they had done before. No matter how creative your product is, it cannot compare to a good enough course and community.

Obviously, the originator of Chengdu grasped the point from the beginning, and it makes sense to do it.

By October, the check-ins in the circle of friends became more and more numerous, more and more abundant, but also more and more pale.

Everything that goes up must come down. No one can escape this trend.

The winter of 2018 is here, and the friends circle is also frozen. The scene at the beginning of the year when the posters of the two heads were all over the screen for three days and then were banned by WeChat is gone forever.

Those who sold quick courses have all withdrawn from the market. Those who started selling long courses a long time ago have already made a lot of money, while those who have just entered the market are still working hard to expand channels to acquire courses, but they are always unable to achieve high profits, and their fate is uncertain.

After a year of fighting, people in this industry have learned a lot. We all know that knowledge payment has returned to its original state. It is not fission dissemination or posters, but the course content itself. The school will recruit students again, but the teacher is rubbish, and the school will collapse sooner or later. At most, it will just be a scam. But on the other hand, the teacher is a craftsman, and with a little publicity, everyone in the alley will know him.

Those who build educational platforms are never platforms from day one . They are either transformed from other platforms, such as broadcasting platforms; or they are the accumulation and expansion of more and more good content, such as a certain fat man with a crooked mouth.

Therefore, those who live well will still be living well at the end of 2018. Those who entered the industry speculatively and can make it to the end of the year on their knees are basically on the verge of death and will be in a dilemma for a long time.

What 18 years have taught us is to understand some simple truths. In the education industry, the roles that should exist are good teachers and large schools, and then the individual intermediaries, vertical education institutions, small workshops, and small training classes surrounding them.

Everyone, please take your seats according to your age in 2019.

Source:yaoyaobiji