How to use coupons to increase the conversion rate of education and training companies?

In recent years, the penetration rate of online education has increased rapidly and has become increasingly favored by capital. Data shows that of the 116.4 billion yuan in financing in the education industry in 2020, the online education track alone accounted for 103.4 billion yuan, accounting for as much as 89%.

With the boost from the epidemic, not only the amount of financing but also the number of online education users has seen a surge. Data shows that the overall market size of online education reached 257.3 billion yuan in 2020, with an online rate of 23-25%. It is predicted that the market size of China's online education industry will reach 559.6 billion yuan in 2021.

Using online channels to conduct brand promotion, enrollment and conversion has become a standard for education and training companies. However, many companies often do a lot of preliminary work and have high-quality course products, but have no effect in the final step of conversion, wasting a lot of energy and material resources. What can be done to truly improve the online conversion rate of education and training companies?

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There is a wonderful little tool that can help education and training companies that are having trouble with conversions, and that is - coupons. As long as you use it flexibly, you can easily achieve a double increase in the number of students and conversion rate! It is particularly suitable for educational institutions that have high-quality content products but are short of operational staff and have problems with conversion rates.

Below, we take the WeChat ecosystem conversion that is preferred by small and medium-sized education and training companies as an example. Education and training companies first use the technology service provider Maker Artisan to build online education platforms such as official accounts and mini-programs, put courses on the platform, and then start using coupons.

01Use coupons + promoters to promote students' social circles

If you are a small or medium-sized institution, you may focus your main energy on course development and do not have too many people to carry out publicity and promotion. Then, it would be a better way to use the Maker Craftsman Coupon to assist word-of-mouth fission, drive traffic, and truly let the "product speak"

In the first step, the teacher sets several main courses as "purchase binding", that is, after user A purchases through the poster/link shared by student B, user A is bound to student B. From then on, as long as user A purchases the course on the platform, student B will receive a bonus, and at the same time, a "designated knowledge product coupon" is set.

The second step is to design good traffic-generating copy, such as "I'm already learning, come and ask for a coupon to sign up together!", etc., and match it with a course introduction poster.

The third step is to introduce sharing rules, provide ready-made posters and copywriting to paying students, and encourage them to post to their Moments and WeChat groups. As long as a friend is interested in the course, the student can ask the teacher for a coupon link, and his friends can purchase the course at a discount. At the same time, the student can also receive a bonus.

Through three simple steps, you can fully activate old students, obtain a group of free brand promoters, leverage the potential users behind each promoter, and truly allow high-quality course products to trigger word-of-mouth fission and continuously attract traffic and monetization.

02Video playback + coupons to increase course consumption

Coupons can also solve the problem of course consumption for education and training companies, and greatly improve the user learning experience.

The first step is to record the highlights of the class.

Teachers can set up a camera in the classroom to record the entire class. After class, upload the class video to the online platform.

The second step is to review the coupon and make up for the missed lessons.

For students who are unable to attend the offline class due to some reason, the teacher can send the student a redemption voucher/coupon for this course on the evening when the course ends, allowing the student to review the missed class content for free.

There are four major benefits to doing this:

First, it helps students ensure their learning progress and does not affect subsequent learning;

Second, it enables parents (for K12 courses) to intuitively feel their children’s learning situation. Because parents cannot participate in classroom learning offline and have no intuitive understanding of their children's learning situation, through online tutoring, parents can participate in the actual teaching process throughout the whole process and feel the teaching services of the institution, which is conducive to improving parent satisfaction and is very helpful for later renewal and expansion of subjects;

Third, for educational and training institutions, the pressure of course consumption is greatly reduced. With the preparation of reviewing videos to make up lessons, if the epidemic affects the ability to hold offline classes or similar situations, classes can be continued through online teaching, and parents will be more accepting.

Fourth, the accumulated videos can be edited and made into recruitment materials and placed on online platforms, so that potential users can perceive the real classroom in advance, improve their sense of trust, and greatly promote conversion rate.

03Targeted operation of coupons and refined management of users

For education and training companies with few staff and low conversion rates, they can also greatly save operational energy through targeted operations + coupons, and easily achieve multiple goals of activation, conversion, and repeat purchases.

For example, teachers can "customize user groups" and distribute coupons in a targeted manner.

For "interested people" who have unpaid orders within a week, you can issue no-threshold coupons to promote conversion; for "new transaction people" who have a transaction record but no course purchase record in the past 30 days, you can issue redemption coupons/vouchers for similar courses to promote user repurchase; for "active user groups" with a high number of visit days, you can issue new course experience coupons, full-discount coupons, etc. to encourage users to repurchase and expand subjects.

With these small coupons, there are many different ways to use them. Educational companies and teachers only need to use them flexibly to greatly save operational energy, make full use of the advantages of high-quality content, capture every potential user, and significantly increase conversion rates!