How can paid knowledge courses achieve high conversion and promotion at low cost?

Every knowledge payment company and self-media faces a problem: traffic is becoming more and more expensive, conversion rates are getting lower and lower, there is no budget for delivery, and no one is doing CPS.

It is easy to create courses, but difficult to sell them. This is a major pain point in current knowledge payment and online education .

How to change the current situation? How to improve course conversion rate through operations ? This is probably a problem that many people want to solve.

I have three small experiences and thoughts for your reference.

1. The teaching mode of paid knowledge courses must be changed to a training camp model.

The relationship between many courses on the market and users is still limited to the interface between products and courses. A course is launched, and the user buys it. But has he learned it? How is the learning effect? Did you gain anything? How to strengthen this gain? All these problems are difficult to satisfy users.

All courses should gradually transform into a training camp model.

In other words, operators need to accompany users in learning and use a series of reward and punishment measures to urge users to learn.

For example, checking in every day to win bonuses, rewards for excellent homework/students, teachers answering questions in the community , and outstanding students serving as class leaders to manage the community, etc.

In short, after learning the theoretical knowledge, the operation staff is also needed to lead the students in practical exercises and accompany the learning. This will improve course completion rates on the one hand, and improve user learning outcomes on the other.

There is no way. Human nature is lazy or procrastinating. It is difficult to persist in studying alone. It is only effective when a group of people study together.

Including my current Knowledge Planet Practical Circle, it also focuses on a group of people practicing new media together. Everyone can persist during the activity, but once the activity is over, everyone immediately relaxes.

2. Attract people first, then convert them to full-price courses

If your course is a high-priced course, it is not recommended that you spend a lot of energy and a large budget on promotion, because users have very little knowledge of your course and it is difficult for them to buy the course after reading an article.

Therefore, it is recommended that you attract people with low-priced courses first, that is, start with a one-yuan course to attract a large wave of traffic. The teacher can insert advertisements during the course to guide users to sign up for higher-priced courses.

This is also a very human way of playing. Why would users trust you the first time? He also needs to get to know you, so he can buy a course at a low cost of one dollar. If he thinks the content is really good, he will sign up for a higher-priced course.

3. Cultivate your own seed user group and do distribution promotion

After many courses are launched, the first wave of promotion can actually rely on their own seed users. Never underestimate the power of seed users.

Let seed users do the distribution. Sometimes the effect of a seed user is even better than spending 10,000 yuan on a public account . This is my project experience, not a random fabrication.

But now many companies/individuals have a misunderstanding. They will do a lot of group fission and personal fission activities, and then ignore them after the fission, so these groups will die soon.

Every time a new course comes out, you will frantically flood the group and circle of friends with messages, and you don’t even operate your personal WeChat account, which makes users particularly disgusted. They will delete you or block you.

My suggestion is to operate seed users in depth, because many people do not have the ability to make money through WeChat Moments. If a person wants to make money by distributing courses, he needs to meet the following conditions:

1. Have enough WeChat friends

2. Friends have strong stickiness

3. Strong trust endorsement

If there is any shortcoming in these three points, it will be difficult to monetize by selling courses.

How to meet the above conditions?

I think it should be developed from four aspects: positioning, content, traffic and monetization.

You need to train this group of seed users, let them find their own position, and then continue to output their own content. This will refresh other people's cognition and increase trust. Then, through a series of methods, you can quickly increase the number of WeChat friends. Only then will monetization through WeChat be a natural result. That is, only by distributing courses in your circle of friends can there be conversions.

When you have established a strong connection with this group of users, they will be willing to serve as seed users for your courses and help you cold start the project.

The above are some of my experiences in the operation and promotion of paid knowledge courses. I hope they will be helpful to you.

Source: Huayishuo