Case Analysis | How did Zhangmen 1-on-1 grow from 0 to 300,000 users?

Faced with high public domain customer acquisition costs, it is crucial for educational institutions to build their own private domain traffic pool. Compared with personal WeChat accounts, WeChat for Business additionally provides users with UnionID, allowing companies to create unified profiles and labels for customers across all domains including official accounts, H5, APP, official website, and mini-programs. Therefore, WeChat for Business has become the best place for refined operations in users' private domains.

Case Name

Zhangmen 1-on-1 WeChat for Business Customer Acquisition + Conversion Fully Automatic Model

Case Objectives

Attract new customers, promote retention, and convert to cash

Case Background

Zhangmen 1 to 1 is a well-known brand of online one-to-one education for primary and secondary schools in China. We focus on providing high-quality one-to-one customized online education services for children aged 4-18, including full-subject education and comprehensive quality education. As of now, Zhangmen 1-on-1 has more than 60 million registered students in 600 provinces, cities and counties across the country, and has become a leading company in its vertical field.

According to data from different education industries, as of October, the cost of acquiring a single traffic flow for free courses ranges from 70 yuan to 120 yuan; the cost of acquiring a single traffic flow for common 9 yuan trial courses ranges from 200 yuan to 350 yuan; and the cost of acquiring a single traffic flow for regular full-priced courses ranges from 2,000 yuan to 3,000 yuan. The cost of acquiring customers online has increased by approximately 3-4 times compared to 2018.

Faced with high public domain customer acquisition costs, it is crucial for educational institutions to build their own private domain traffic pool. Compared with personal WeChat accounts, WeChat for Business additionally provides users with UnionID, allowing companies to create unified profiles and labels for customers across all domains including official accounts, H5, APP, official website, and mini-programs. Therefore, WeChat for Business has become the best place for refined operations in users' private domains. Zhangmen 1 to 1 uses the geometric fission tool to build a fully automated fission customer acquisition and conversion marketing chain on WeChat for Enterprise. Reduce the cost of a single flow of regular courses to around 1,000 yuan.

Case Path

User Path:

1. Users scan the QR code on the poster to add the corporate WeChat account

2. Enterprise WeChat automatically pushes activity rules + exclusive posters

3. Users share posters to their friends circle/social network

4. Receive support from friends and receive real-time support notifications from corporate WeChat

5. Complete the invitation task and receive the reward through WeChat Enterprise

6. Enterprise WeChat will automatically push messages to users after 3 minutes/1 day

7. The user clicks to receive the information, leaves information and makes an appointment for a trial class

Activity highlights and reusability

1. User Acquisition

1) Fission customer acquisition

With the rising cost of education today, "free" educational products are very effective and targeted.

Zhangmen 1-on-1 uses the geometric fission enterprise WeChat task treasure gameplay, inviting friends to scan the code to add enterprise WeChat friends to complete the assistance. After reaching the specified invitation task goal, you can receive educational products for free.

Parents’ circle of friends is often other parents, and they can accurately reach other parents in the process of sharing. Friends only need to add the company’s WeChat account to help the event succeed. If they are interested in the event prizes, they will continue to share and forward the poster, forming a fission cycle.

2) Traffic generation products

Zhangmen 1-on-1 has created a product matrix for the enterprise WeChat Taskforce, which is divided according to student grade (primary school, junior high school, high school) and product type (academic notes, high score encyclopedia, knowledge encyclopedia, stationery, classics, etc.).

Leading products are the first contact with customers before they buy full-priced products. Only when leading products are well designed can customers trust you. The higher the relevance, the greater the chance of converting to full-priced products.

Improving children's academic performance, stimulating their interest in learning, being good to their children, and preventing their children from learning bad things are the interests that parents care about most. Zhangmen 1-on-1 selects various teaching materials as precise traffic-generating products and distinguishes them by grade. For example, Xueba Notes is divided into elementary school, junior high school, and high school. User labels are then improved based on participation in corporate WeChat Taskbao activities for different grades.

3) Fission poster

1. Most posters are in red, yellow and orange, which are eye-catching, create a hot feeling and stimulate the user's eyes;

2. The posters are all structured in a top-middle-bottom structure, with clear layers and are concise;

3. The main title of the poster is "Get it for free" and "Get it for free with free shipping" to attract users' attention, and the font is large enough so that users can clearly see the title even if they don't click on the poster;

4. Sense of urgency + action instructions: Next to the QR code, create a sense of urgency for users for a limited time and quantity; long press to scan the code and add the teacher's quick lead + fingerprint guidance, give clear action instructions, and guide users to participate in the activity as soon as possible.

2. User Activation

After acquiring users through WeChat Enterprise Tasks, subsequent conversion is the key to corporate profitability. Zhangmen 1-on-1 mainly activates corporate WeChat users and converts them to trial classes through the following four methods.

1) WeChat corporate profile page

In addition to solving the problem of user trust, the corporate WeChat profile page is an important monetization entry point.

When parents add a teacher to the corporate WeChat, the corporate information display enhances customer trust; free classes, 0-yuan books, and learning materials guide parents to click, and 0-yuan books will enter the corporate WeChat Task Bao aggregation page, where they can choose different free education products to participate in the event; free classes and learning materials are automatically obtained when receiving mobile phone numbers, and reservations for trial courses can be made.

2) Welcome message activation

Parents scan the QR code on the poster to add the corporate WeChat, which will automatically send a welcome message and prompt them to give away learning materials. Parents click the link to receive the materials, enter their mobile phone number, grade, and subject, and make an appointment for a trial class at the same time. The course consultant will communicate with the student by phone and make an appointment for a trial class.

3) Automatically push SOP plans based on tags

Free courses will be automatically pushed to parents 3 minutes after they add the corporate WeChat account/at 7 a.m. on the second day/at 7 a.m. on the third day. Parents click on the link/scan the QR code/enter the mini program/webpage, enter their mobile phone number, grade, and subject, and make an appointment for a trial course.

1. Parents participate in different activities with different tags, and push different trial courses based on user tags, so as to improve the click-through rate of trial courses through refined operations;

2. The free courses are in various forms, including summary of key points, explanation of real questions, complete formulas, etc., which can hit the user's pain points and solve specific problems;

3. Use geometric fission to push corporate WeChat SOP plans in various forms, including text + QR code pictures, text + web pages, and text + mini programs, to constantly give customers a sense of visual freshness. Here is a little trick. When there is only one short link in the text, put the same link three times in separate lines to increase the click-through rate.

3) Enterprise WeChat community

After parents add the company’s WeChat account, they are guided into different themed communities, such as the end-of-term score improvement group, and guided to attend trial classes through community scripts.

The communities established by Zhangmen 1-on-1 are all small groups, and the groups are automatically created based on the corporate WeChat tags, which can prevent community brushes in the education industry to a certain extent.

3. User Retention

1) Push other activities from time to time

After adding corporate WeChat, we will push corporate WeChat Taskbao activities from time to time, or give away free trial classes to guide parents to participate in activities/trial trial classes and convert them into full-priced courses.

2) Multiple account retention

Parents participate in different WeChat Work Mission Bao activities and add different teachers’ WeChat Work, and multiple WeChat Work retains users;

3) Multi-channel retention

After parents add corporate WeChat, they will be guided into the group and retained in both corporate WeChat and the community.

4. Obtaining Income

During the parent trial stage, Zhangmen 1-on-1 effectively increases repeat purchases and referrals by avoiding sales pitches during pre-sales communication, maintaining the high quality of experience classes, and setting up price tiers for products. The renewal rate of Zhangmen’s 1-on-1 tutoring program exceeds 80%, and there are even cases where one parent refers 20 other parents.