Online traffic diversion skills for training institutions

When chatting with me, many heads of offline institutions, even those with tens of thousands of employees, have complained about why students learn well in the induction courses and their parents cooperate, but when it comes to the formal charging period, the parents hesitate.

The head of a large quality education institution told me that every year, their institution can attract 100,000 potential students to attend classes, but in the end less than 30,000 actually sign up. What exactly is the problem?

Drucker, the father of management, once said: The value of a company’s existence is to solve social problems . Society is made up of many individuals. Conversely, a company will only be able to make deals when the problems of individuals match the products sold by the company. These problems are actually the needs of users.

Many people think that demand is the pain point. This understanding is narrow. Let me give you an example from my personal experience. I am also a client in the education and training industry. I have experienced two "aborted" trial classes, one was YouX LeDu in the quality track, and the other was Python learning in the adult education project. In fact, my child and I felt that the experience of these two induction classes was very good, and in some aspects it even exceeded our expectations, but in the end I did not sign up. Why?

Let's talk about YouX LeDu first. I was attracted to its lead-in course because they advertised that it can "train children's oral expression and strengthen social interaction." But later I had three questions:

1) I checked the promotion of YouX LeDu on other channels. It is mainly to train children's logical thinking ability, which is somewhat inconsistent with the previous promotion of improving expression ability;

2) There is XLeDu AI immersive learning, but there is no real teacher. The child is alone throughout the whole process and has no classmates to communicate with. The child likes it very much, but my question is: how can we socialize when there is no one to interact with?

3) I feel that the quality of the formal classes is not as high as that of the lead-in classes.

Let’s talk about the Python course. The reason I signed up for it was that I wanted to find a higher-paying job after learning this skill. The reason I didn’t sign up was that the course was relatively expensive. I was in the job-hunting window period at the time and my wallet was tight, so I gave up.

So did you find out? Demand is determined by several factors. What are the specific factors? Li Jiaoshou, former vice president of Baidu and a famous marketing expert, summarized a demand triangle model, which I agree with deeply:

1) Sense of lack: the difference between ideal and reality, that is, the user pain point.

2) Target: The solution that fills the gap, i.e. your product

3) User capabilities: The costs that users need to pay when choosing your solution, including monetary costs, decision-making costs, learning costs, etc.

Let's compare what I said before about Xledu and python learning, and you will know where the problem lies.

We understand the principle, but how do educational institutions apply it specifically? Let me explain in detail below.

5 dimensions to create a sense of lack

As I said earlier, the sense of lack is the pain point of users. Now that the double reduction policy has been implemented, although quality institutions have ushered in a good momentum, everyone can't help but worry, will user demand really increase? You know, quality training has not been well connected with user pain points because it is not a rigid demand.

So is there any way to identify the pain points of quality training? You can start from these five dimensions and think deeply about the pain points: tasks, time, relationships, groups, and roles. Let me explain them one by one.

1. Task: What tasks do users need to complete and what obstacles will they encounter in the process.

For example, in my community, there is a classmate of my child who is a little fat and doesn’t seem to have any talent for dancing. However, he signed up for dance classes and has been studying for two years. Why? You all know from my description that it’s because I need to lose weight. This was later confirmed by her mother.

2. Time: What huge differences will occur after comparing the time of present/future and past/future

I have a friend who lives frugally but is willing to enroll her child in piano lessons at 300 yuan per session (the tuition fee in our area is 100-200 yuan per session). It turned out that her family was not well off when she was a child, but she wanted to learn piano very much. When she grew up, she envied those girls who could play the piano very much, so she did not hesitate to find the best teacher for her daughter.

3. Relationship: The psychological gap that users experience during social interaction

Last time, in my daughter’s class group, a mother shared a video of her daughter playing the piano. After watching it, other parents clicked the “like” button and exclaimed: They also want their own children to learn piano. This is the psychological gap.

4. Group: Which high-end group of people does the user aspire to be?

Take one of my friends as an example. She once resolutely enrolled her daughter in a science class. Why do we say that we are determined to do so? There are two reasons. First, before this, her child, who was only in the second grade, had already learned four subjects: piano, mathematical thinking, English, and art. The second and most important point is that most girls tend to think emotionally, so they may find it more difficult than boys to learn biology, physics, and chemistry. The image of a female nerd who is good at math, physics and chemistry is so attractive that she enrolled her child in science classes to lay a solid foundation in science so that she will have no difficulty in entering junior high school in the future.

5. Role: The labels that the user already has or the labels he wants to be given

I have a deep understanding of this. I have loved reading and writing since I was a child. When I was in school, I was nicknamed a literary young woman. My child is about to enter the third grade, and his reading and writing abilities are still very average. Therefore, I often buy books for him or take him to the library. Whenever I have time, I will also guide him in his writing. This may be a kind of inheritance. Parents especially hope that their children will inherit their own expertise.

Matching of target objects often leads to these 3 mistakes

The target object (product/service) must be appropriately matched to the sense of lack. Li Jiaoshou said that marketers often make three mistakes in this regard:

1. The target is too small and the sense of lack is great

For example, as I mentioned earlier, I want to train my child's ability to express himself, but YouX LeDu can only solve one part of the expression - logic, which I cannot accept.

2. The target is too large and the sense of loss is small

Seeing this, you may be wondering, the target object is greater than the sense of lack, doesn’t this mean that our product exceeds customer expectations? Isn’t that a good thing? No, this will cause an over-limit effect, which is equivalent to you constantly feeding your child regardless of whether he is full or not. Didn’t I enroll my child in XueXi before? I later refunded the money. Why? It’s not that the teaching is bad, but that too much is taught. I signed up for the class just to cultivate my child's interest in mathematics and develop her mathematical thinking. However, XueXi gradually focused on the problem-solving skills of various difficult and tricky questions, which caused learning and psychological burden for the child, so I dropped him out.

3. Improper connection between target and sense of loss

For example, I often see or hear such propaganda that children learning art can stimulate their imagination, cultivate aesthetic abilities, etc. After watching it, I felt no emotion at all.

Yes, this is indeed an advantage of art training, but it is not linked to the user's sense of lack. What if you advertise like this?

More imaginative: A rich imagination can make children learn more efficiently and have stronger learning ability. For example, children can use their imagination to personify boring and seemingly unrelated knowledge points and put them on paper. This can deepen their memory and their grades will be better than other children in the future.

For example, when learning about the biology of cholesterol, you can use cartoons like the one below to explain it, so as to increase interest in learning and deepen memory.

How to reduce user costs and make the final push before conversion

If the sense of lack and the target object are just the prelude to conversion, then reducing user costs is the final stepping stone to conversion. You may have asked, is it okay to give discounts or coupons to reduce costs? In fact, money is just one of the costs. The training industry has a long decision-making cycle due to factors such as the separation of decision makers and users, delayed effects, and high average order value. The biggest impact on the industry is the trust cost.

Therefore, what influences consumers' final purchase is not just economic ability, trust is a big factor. For prospective parents, the genuine evaluations from parents of old students are the best endorsement of trust. Recently, I chatted with the founders of several large institutions across the country, and this is how they impress potential parents.

Xinjiang Wanren Institution's Orlan Bear robot increased the school's referral rate to 30% by using the classroom review and points system functions in the school manager.

How is it done specifically? After class, the teacher will comment on the students in the system. After parents receive the comments on WeChat, if they actively reply and share the class evaluation to their friends, they can get electronic points as rewards, and these points can be used by their children to redeem school gifts.

The Ailuobo robot of Anhui Wanren Organization will collect some good replies and print them out into a book as a real and objective endorsement of trust, so as to impress potential parents when they consult with them face to face.

An institution in Jiangsu with 10,000 employees will use the online registration mall in the school manager to register for winter and summer semesters. In the details of each course, the comments from parents of old students will be presented. When viewing the comments, potential parents can put themselves in their own scenario and reduce decision-making costs.

Once trust is established, you can then use promotions and coupons to give the user the finishing touch to encourage the transaction. A large school with tens of thousands of employees that I have contacted has designed hundreds of preferential methods to reduce users' financial costs, giving users a feeling of "getting a good deal".

Finally, let’s make a summary:

1) Sense of lack: This can be addressed from five dimensions: tasks, time, relationships, groups, and roles;

2) Target: We often make three mistakes: the target is too small, and the sense of lack is too great; the target is too large, and the sense of lack is too small; the target and the sense of lack cannot be linked;

3) User cost: Strengthen trust and give users a sense of “getting a good deal”.

The above is the methodology to stimulate users to buy. Knowledge gained from books is shallow. You must practice it yourself to truly understand it. You are welcome to share with me after you have put it into practice.

Author: Auntie Cai

Source: Caidama