Practical Traffic Strategies of Private Domain Conversion Training Camp

In the process of knowledge payment and online education moving online, in addition to providing free courses, two obvious actions can be seen.

First, invest a lot of resources in live streaming, whether using your own APP or using some SaaS tools/large platforms, such as Douyin, Kuaishou, Tencent Live, Qianliao, etc.

Second, start investing more energy in back-end conversions. Companies are gradually realizing that free classes or live broadcasts can only bring relatively short-term experience and exposure. If you want users to have an in-depth experience of your teaching products, you must immerse them continuously for a period of time, so that the back-end conversion operations can be significantly improved.

The most obvious change is that companies have begun to pay attention to training camps , and the conversion rate to full-priced courses is an indicator that everyone attaches great importance to. It is achieved through low-cost training camps + high-quality course content + beyond-expectation services . Today I would like to mainly share with you the practical tactics of the training camp in the following three parts.

1. Product side: How to design an experiential training camp

Let me define the boundaries of the training camps we are going to discuss today. According to the purpose of the current training camps, we can divide the training camps into:

• The purpose of the traffic training camp is to accumulate traffic pools. A typical example is the Baowan 8-day training camp.
• Conversion training camps are aimed at converting students to full-price courses. A typical example is the Zebra AI course training camp.
• The training camp based on course services aims to provide value-added services and establish course reputation. A typical case is the Little Bear 21-day training camp.

What we will discuss with you this time is a training camp based on conversion as the goal, a complete closed-loop design from 0 to 1.

First of all, training camps based on conversion purposes are the most difficult to run. Although the pricing strategy is low-price or even free, the organization needs to provide the best courses, the best teachers, the best services, and even invest more than twice as much resources as regular courses.

Because the conversion training camp is an experiential product for the general public (the largest traffic source), it is a face. The appearance must be good-looking so that users will be motivated to understand your inner self and the subsequent conversion rate can be improved.

For a training camp with experience, I will talk about two aspects here. First, how to bring experience through course product design; second, how to build user usage process on the product side to enhance the experience. The two complement each other to maximize the user experience.

If we dissect it, online education products are actually composed of two parts: courses and services. Especially now that the products provided by various institutions are becoming increasingly homogenized, how to differentiate themselves at the service level has become a key point of competition among many institutions. Especially in the K12 field: teachers, course content, and business models are all similar. The key to success is which institution can enhance users' sense of gain through good services and thus create a word-of-mouth effect.

The training camp is the best carrier for the service, allowing users to experience it through a low-cost or even free entrance, and then decide whether to pay for the full-price courses after the experience, thereby reducing decision-making costs.

Here we first clarify the definition of training camp: training camp is a highly immersive learning form that combines the main course with homework, community, and activities.

First of all, the strength of the sense of immersion determines whether users have the motivation to convert after participating in your training camp.

The so-called sense of immersion is actually user experience. From the beginning to the end of the training camp, there are a total of 11 experience details related to user experience: course content, learning process design, timely learning feedback, clear learning gradient, sense of ritual, super texture, sense of game, sense of gain, sense of rhythm, peer environment, and teacher-student environment. If we take care of every detail, the user experience will have a qualitative leap.

First, let’s look at the content design of the course product and how to improve the user experience in this area.

First, the premise of course content design: strong correlation with transformation products.

Here is an example:

• Conversion to courses: For example, conversion training camps such as Zebra, Walnut, Changtou, and Circle, all use low-priced training camps to achieve the goal of converting high-priced full-priced courses.
• Convert to product: For example, the typesetting training camp I did before was converted to membership sales of the official account editor. Another example is the distribution training camp held by Zero One, which is actually converting their distribution tools.
• Conversion to services: For example, Dabai and Snail Insurance, low-cost insurance training camps are a means to make users have an urgent need for insurance and achieve the goal of converting to insurance consulting services.

Second, the course content design includes: 3+X.

1) Course content is the core of the training camp, and there are generally two forms of content organization.

First, design a set of courses specifically for the training camp. In principle, it should follow the principles of high universality (ensuring a wide audience), low threshold (even if students have no foundation, they can quickly gain a sense of achievement), and highlights (among similar competing products, does the course content of this training camp reflect your content advantages).

The second is to directly extract the basic courses of the full-priced courses as the training camp course content, such as the Python mini-course. The benefits of this are also obvious. First, it ensures the continuity of the courses from the training camp to the full-priced courses. Second, it greatly saves the cost of course research.

2) In addition to the course content, we also need to plan the course materials during the training camp product design phase . Common course materials include course introductions, knowledge cards, mind maps, course notes, etc.

3) Determine the course format of the training camp during the planning stage . The more appropriate format is recorded broadcast as the main method and live broadcast as the auxiliary method. Live broadcast is used to answer questions and give lectures, and it is both scalable and interactive, which will provide a better user experience.

4) The last thing you need to pay attention to is X - reach a consensus with the teacher of the design course: Have you learned gradient programming? Is there a rhythm to the camp? Wait, has a closed learning loop of teaching, testing, practice and evaluation been formed?

2. Operational side: How to achieve conversion goals through training camps

First, we divide the training camp into large operations and small operations.

The so-called big operation is: how to operate the training camp at a macro level through the entire process from enrollment, group joining, opening ceremony, classes and learning.

The so-called small operation is: how to operate the training camp at a micro level by focusing on the key links of the training camp, namely classes and learning, homework and feedback, and in-group conversion.

1. Macro-level operations

First, a training camp is a systematic and relatively large process. If your company wants to hold a training camp but does not have sufficient operating staff, you must draw up a full-process operation flow chart during the planning stage.

Here I would like to emphasize that traffic and channels cannot be ignored in the enrollment process, and we should think and implement it in terms of internal and external channels.

1) Internal channels

• Traffic within the site (including PC, App, mini-programs, etc.);
• We-media (including subscription accounts, service accounts, Toutiao accounts, Baijia accounts, Weibo, Douyin, Kuaishou, Xiaohongshu, Qianliao, iQiyi Knowledge, etc.);
• Communities and groups (including UGC communities, WeChat groups, QQ groups, etc.).

2) External channels

• Advertising alliances (such as 360, Sogou), DSP advertising (such as Guangdiantong, Toutiao information flow, etc.);
• Search engine placement; cooperation with 2 Weibo and 1 Douyin platforms and KOLs;
• News media platforms (Tencent, Sina, NetEase, Phoenix, etc.);
• Video playback platforms (Youku, Tencent, iQiyi);
• Joint promotion with super apps (Taobao, Baidu, Meituan);
• App store promotion.

Before each training camp, we will lay out the information from the inside out to ensure that the publicity coverage is 80% or more.

3) Distribution fission

In addition to the official publicity, the first wave of users who purchase the training camp, that is, the seed users, can also be used to amplify the voice.

The most commonly used and proven method now is the distribution fission method.

Take the Zebra AI class as an example.

The enrollment system consists of: "low-price purchase + distribution + task treasure" , first use the low price (9.9 yuan: 5 AI interactive classes + luxurious supporting materials + full cash back for 5 days of check-in) to filter out more accurate users.

Then use distribution (invite 1 person, get 30% cash back + split lucky red envelope) to stimulate users’ first sharing after purchase.

Finally, through the bait of Mission Bao (invite 10 people+, 30% cash back each time + 10 lucky red envelopes + painting gift packs), users are stimulated to continue sharing in order to get a certain physical prize.

2. Micro-level operations

The micro-level operation of the training camp is mainly divided into 7 most important key operation nodes: group entry, opening ceremony, class, homework, community activities, conversion and closing ceremony . The following mainly shares some tips for specific operations.

1) Joining the group

When privately chatting with users to join a group, we usually use phrases like "reply with one of your favorite "emoticons"" to give them an instruction.

This small action can bring two benefits. First, the operator can know exactly whether the user has received your message. Second, it can increase small interactions with users.

In addition, one hour before the camp starts, depending on the number of people joining the group, we will decide whether to send another group message to ensure the group joining rate.

At the same time, set up group announcements to guide operational actions. Before the camp starts, arrange an ice-breaking session within the group so that students can introduce themselves and the operation department can learn more about the students.

2) Opening Ceremony

Hosted by the operations manager or teaching assistant, the group mainly introduces the camp's course content, course objectives, study plans, and the teachers/teaching assistants/seniors in the camp. Past students are also invited to share in the group to increase the camp's interactivity and credibility.

At the end of the opening ceremony, emphasis is placed on tomorrow’s learning tasks. It is also recommended that a complete copy of the important documents and procedures for the opening ceremony be compiled and sent to the group and privately messaged to classmates.

Whether the first-day experience is good is crucial to whether users will follow suit, so it must be done well from the beginning.

3) Class session

The course content can be learned on App, H5, and Mini Programs, reducing users' operating costs. Through the public account template message/reminder, the community also publishes the day's learning content every day.

If you want to establish a systematic training camp course, Qianliao's check-in training camp tool can solve the needs of students for contact and interaction, provide course services, and track student data , effectively improving repeat purchase conversions.

4) Operation link

First, arrange appropriate roles in the training camp to carry out various types of delivery tasks . Because only when users start doing their homework can they further experience your course products, invest more sunk costs, and the probability of active conversion will be greater later.

Second, you can use the homework circle of Qianliao Training Camp to host homework , so that students can see the homework submitted by others in the first place and publicly, which plays a role in motivation and mutual learning.

Third, as soon as a user submits his homework , he will start commenting in the group to stimulate the learning atmosphere within the group .

At the same time, invite users who have done excellent homework the day before to give a simple evaluation of today's homework. This can not only increase user participation in the training camp, but also increase the interaction rate between users. At the same time, users are encouraged to persist in completing their homework through step-by-step check-in .

5) Community activities

It is centered around two goals: "to enhance users' enthusiasm for learning" and "to increase users' conversion rate."

The main ones include: stage tests and final exams, systematic sharing by outstanding students in the past, daily sharing by outstanding classmates, live broadcasts and Q&A sessions by teachers of regular courses in the group, and community operations that turn the excellent discussions generated in the group every day into picture materials.

6) Conversion stage

This link involves two steps: group conversion and personal account conversion. Group conversion comes first, and personal account conversion comes later, serving as a sprint for conversion.

The tools that can be used for WeChat group conversions include six categories: embedding points, preferential strategies, herd effect, word-of-mouth effect, scarcity effect, service commitment , etc.

7) Closing Ceremony

A closing ceremony with a relatively high degree of completion includes the following contents: learning review, role model display, and transformation implantation.

3. Conclusion

In the past, we have been talking about attracting customers and increasing followers through fission. Now that the traffic dividend has passed and the cost of acquiring customers is rising, we are gradually turning our attention to retention . Because a higher repurchase rate not only means a high conversion rate, but also greatly saves customer acquisition costs .

The training camp has won extremely high repurchase conversion and word-of-mouth praise by providing services that match the courses. There are many ways to operate a training camp. I suggest that you read more, imitate good cases in the industry, and verify assumptions through your own operations.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research