How to improve the conversion rate of the lead generation training camp?

How to attract users? The methods in different industries are similar. The traffic training camp is already a very mature conversion model in the online education industry. The author of this article analyzes how to improve the conversion rate of the traffic training camp based on his own work experience. Let’s take a look.

The traffic training camp has become a very mature conversion model in the online education industry.

The author had the honor of being responsible for the construction of two traffic training camp projects from 0 to 1 in a leading financial education company, and has accumulated two years of practical experience. Today, I would like to share my personal views on how to improve the conversion rate of traffic training camps. They may not be correct, but we can discuss them together.

Before we start, let me ask you a question: In your company, is the position of social media conversion positioned as operations or sales?

Why do you ask? Because of the different positioning, the people you recruit are different. As we all know, training camp is a labor-intensive project that requires a lot of manpower. So positioning is critical.

Take the company I work for as an example. We have had two positionings in the community conversion position. The first positioning was operations, which was aimed at a 14-day traffic training camp project. We recruited a group of people who were more operational-oriented.

The second positioning was sales, which was aimed at a 7-day traffic training camp, because the competitor’s positioning was sales and achieved good results. We then changed our positioning to sales.

Although the positioning was changed to sales, the early stage of the 7-day traffic generation training camp project was still run by the previous operations partners. Only when the project was scaled up did they start recruiting people with a sales orientation.

At the beginning, the recruitment threshold was higher. We mainly recruited sales people with experience in community operation, such as those from Who’s Who, Zuoyebang, Xueersi, etc. The conversion data of this group of people was better than that of the previous operation-oriented people. However, as the scale continued to expand, there were fewer and fewer sales people with experience in community operation, and we mainly recruited K12 telephone sales. Problems arose at this time. The conversion did not meet expectations, and was even worse than that of students with an operation-oriented approach. Due to constant adjustments in business, there are three types of people in this project at the same time.

The first type is students who are more operational-oriented. They are good at user segmentation, know how to use data to screen potential users, and have a strong sense of service. However, they are not good at forcing orders and prefer users to buy actively, so their final orders are average.

The second type is salespeople who understand operations. They have their own operational ideas, can do simple user segmentation, and pay attention to some user data. They can screen out potential users, and then use their own sales methods to pressure sales, and the final sales are better.

The third type is purely sales-oriented people. Most of them come from K12 telemarketing background. Financial literacy education is different from K12 education. K12 is a rigid demand, but financial literacy is not. It requires a process of user education. During this education process, potential users are constantly screened out, so it is easy to kill users by forcing them to make a purchase right away.

Later we reached a consensus: community conversion is an operations-first, sales-driven position.

This consensus is also the focus of my sharing today. Next, I will share with you how to improve the conversion rate of the lead generation training camp?

Today’s sharing is divided into 4 parts:

1. Part 1: User Path to Bootcamp
2. Part 2: Two Cores of Training Camp Transformation
3. Part 3: 5 key aspects of the training camp SOP
4. Part 4: Personal Sales Ability

Part 1: User Path to Bootcamp

At present, the training camp is mainly divided into two paths. The first is to join the group first and then add friends. Specifically, see the advertisement - scan the code to join the group - add friends - take classes - buy the regular course; the second is to add friends first and then join the group. Specifically, see the advertisement - add friends - invite to join the group - take classes - buy the regular course

The first type is usually a free trial class, such as Qiniu's 7-day lead generation training camp;

The second path is generally to pay for a trial class, such as Weimiao’s 7-day financial management training camp for beginners.

These two paths have their own advantages and can be chosen according to the business model. However, for the group bombing incident that everyone is more worried about, it will be easier to control by adding friends first and then joining the group. Currently, whether it is corporate WeChat or personal WeChat, there is a delay of about 2 seconds for automatic kicking out of people who directly join the group. You will find that users can enter the group repeatedly, and can still send messages after being kicked out.

Part 2: Two Cores of Training Camp Transformation

Before this, I was responsible for the operation and setup of 2 lead generation training camp projects from 0 to 1, and led a team of up to 50 people. Some were operation-oriented, and some were sales-oriented. In the end, I concluded that there are two core elements of training camp conversion. The first is the operation SOP, which I personally think accounts for 60%. With a good operation SOP, if you strictly follow the process, even a novice can get 60 points. The focus of the operation SOP is user stratification, screening out potential users, serving these potential users well, and solving their questions about the product. It is not difficult to get 60% of the orders.

The second is personal sales ability, which I think accounts for about 40%. The focus is on point-to-point communication, exploring needs, expanding needs, etc., using various sales techniques to close deals with those users who do not actively buy.

Part 3: 5 key aspects of the training camp SOP

I divided the training camp into five key links: pre-camp communication, opening ceremony, class learning, sales conversion, and graduation promotion.

The first step: pre-camp communication.

This link is very critical and can lay a good foundation for users' first impression of you. It mainly includes four parts.

• Self-introduction: Tell users who you are? What can you bring to him?
• Simple brand promotion: Tell users what your brand is called to increase trust. When we were advertising on Kuaishou before, users would have a lot of questions as soon as they added us, asking questions like whether we were scammers and expressing distrust. Later, we added some simple brand introductions in the friend response section, and this problem was solved very well.
• Inform the learning schedule: Give users feedback, don’t let them wait
• Collect user information: Understand the user portrait of this issue and prepare for subsequent conversions. This part is the key to laying the foundation. Almost all the traffic training camps now set up an entry questionnaire to collect information such as the user's age, education, occupation, etc., laying the foundation for subsequent sales conversions.

The second part: the opening ceremony, some students also call it the class meeting, the main purpose is to create a class meeting with a sense of ceremony, telling everyone that they are about to start learning and to be prepared. It mainly includes the following five parts:

• Company introduction: Formal product promotion to enhance users’ trust in the brand
• Introduction to the experience class: Tell him what the user experience class is about and what he can get?
• Study arrangements: inform users of the study arrangements in detail: time, place, and how to attend classes?
• Reward introduction: Introduce rewards for effective behaviors such as class attendance rate and homework submission rate
• User self-introduction: sense of ceremony, rhythm, and collection of the information you want

Of course, some of them will also add some useful information to share.

I think Weimiao Xiaobaiying does a relatively good job in guiding users to introduce themselves. As the screenshot shows, it not only sets the pace within the group, but also sets the self as an assignment to guide users to private chat and create a caring and warm personality.

The third stage: study in class

This is the most important one among all the links, because whether users learn from the trial class determines the conversion to the regular course. At this stage we will focus on two core data: attendance rate and homework submission rate.

It mainly consists of 4 parts:

• Remind users to attend classes: private chat, group chat, Moments, public account template messages, outbound calls, and SMS are used to remind users to attend classes through multiple channels and frequencies. In terms of urging students to attend classes, Who's Who in Learning is a role model for everyone to learn from. All channels are fully covered, and outbound calls and text messages are usually mainly used in the first 2/3 classes. When it comes to urging students to attend classes, most of the time they push the entire class without any stratification, especially for the live class mode, which sometimes causes a lot of harassment to users and easily leads to user complaints. If possible, mark the classes you have attended and the classes you have not attended, and send reminders specifically for classes you have not attended, which will provide a better experience.
• Homework reminder: Submitting homework after listening to the class shows that the user has a strong desire to learn and is more likely to be converted
• Learning check-in: guide users to post learning notes in the group to create a good learning atmosphere. At the same time, comment on users' notes to enhance interactive learning check-in. The company that does well in this area is Changtou's Xiaobaiying. They use manual point ranking to motivate users, and the effect is good, but the labor cost is too high and manual statistics are required. It is suitable for groups with only one. Too much is not appropriate.
• Learning return visit: Learning return visit is the best reason for you to chat with users privately. It can not only build your personal image, but also explore users’ pain points and needs, and prepare for conversion.

The fourth step: sales conversion

I mainly divide this section into 5 parts: order classification, order user portrait, user stratification, trust building, and user follow-up.

Order classification:

Do you know what types of users you have? We divide orders into two types: one is active consultation and purchase, and the other is stimulated demand purchase.

Single user portrait:

Do you know your successful customer profile?

Are there more male or female users? What is their age range, 25-30 years old or 30-40 years old? What is your educational background? Bachelor's degree, junior college, or high school? Also, the occupation of the user who placed the order, etc.

Only when you fully understand your potential users can you make better deals.

Intended user stratification:

This part requires data support. Through the analysis of user behavior and portrait analysis, we can define high-intent user behaviors and then rank them. The benefit of doing this is that sales people can allocate their energy well. The following is a stratification method based on intended user behavior that we have used before, for your reference.

• Actively and directly consult users related to the course (S level)
• Users who clicked to pay but did not place an order (A+ grade)
• Users who clicked the purchase link 3 times or more (Level A)
• Users who have completed 3 classes and submitted homework more than 3 times (Level B)

What is the best way to build trust? In addition to the brand aspect, the personal aspect is the best way to communicate with users.

How to chat? Find a topic to talk about! We have summarized 6 major topics: learning experience, learning purpose, lecture effect, user behavior, knowledge summary, and personal interest. Let’s look at them one by one. To make it easier for everyone to understand, the author will share the case of the traffic training camp he has experienced (financial education).

Investment experience: After users sign up for the lead-in course and join the group, we will guide users to fill out an entry questionnaire. One of the items in the questionnaire collects information about the user's investment level: novice, beginner, proficient, etc. Users with different investment levels are divided into groups, and different groups of people use different group messaging techniques to elicit user replies, establish connections with users, and then start personalized private chats.

Learning purpose: When users just add friends or before the class starts, ask them directly about the purpose of coming to the training camp, find out their real needs and pain points, and prepare for subsequent conversions. This is part of the pre-class demand digging. For example, we will use a unified language: Hello, classmate, Banban would like to ask you what problem you mainly want to solve by coming to the live class training camp? For example, living paycheck to paycheck, being in debt, or wanting to increase asset value?

Lecture effect: Privately chat with students who have already listened to the class to understand their understanding of the knowledge, whether they have encountered problems, and whether they need help. This will create a warm class teacher persona and is a powerful tool for conversion.

User behavior: Take targeted private chats based on key behaviors such as user interaction, course completion, and homework submission, and chat with users privately through encouragement, praise, and rewards.

Knowledge summary: Useful information will be shared in the group in the form of text every day. If some students don’t have time to read it, you can summarize the knowledge and send it privately to the students to create an image of caring about the students. For example, we will use a unified language: Hello, classmates, did you listen to our sharing this afternoon - "Asset Allocation for Happy Families"? If not, Banban will send you a summary link.

Personal interests: Infer the user's interests and hobbies by viewing the user's Moments, and elicit a response from the user in the form of compliments. This is mainly for students who use personal WeChat. Enterprise WeChat cannot view the user's Moments.

Let me emphasize here: the purpose of finding topics to chat is only to trigger user responses and establish connections, and then personalized private chats are needed based on the user's situation.

Continue to follow up with potential users screened in the early stage and resolve their concerns until an order is placed or they are sure not to buy. Can you directly ask the user what he thinks? If users have any questions, guide them to speak out, help them solve them, and then force them to make a purchase! This test is the salesman's perseverance, never give up, and keep following through to the end!

The last link: Graduation Camp Promotion, this is the second peak period for orders. The peak period for orders is usually at the beginning and the end, mainly divided into the graduation ceremony and the final push for orders

What is important is the sense of ceremony and emotional appeal. Send out rewards and graduation certificates to students, and introduce courses to the public system. Then make good use of the countdown to force orders. Generally, the countdown to the end of the discount is 3 hours, 2 hours, 1 hour, etc.

Finally, let’s play an emotional card: in short, it is about persuading people to study. This is something that Changtou does quite well. Students who are interested can study it carefully.

Part 4: Personal Sales Ability

The previous part mainly talks about operations. Next, let’s talk about sales-related

I am not a salesperson by birth and do not have much sales experience, but after interviewing more than 500 sales people, I found that excellent sales people all have two qualities: professionalism and service.

Sufficient professionalism:

• Expertise: Quickly identify user problems and scenarios
• Product knowledge: the advantages of the course and the differences from competing products
• User reviews, successful cases, etc.

Regarding user reviews and success stories, Xiaobang Planning has done a relatively good job. If you have time, you can go to the Xiaobang Planning APP community to take a look. There are a large number of user reviews and success stories, which are very real and touching.

Ultimate service:

• Timely reply: Quickly respond to every question from the user
• Sincerity and patience: When users don’t understand something, we try our best to help them understand it.

Diligence and patience behind the service. People who provide good service deserve everyone's respect.

Author: Mr. Tian on the road

Source: Mr. Tian on the road