80% of online education institutions are learning how to operate private domains

Perhaps some people are still unfamiliar with children's programming. What does children's programming refer to?

Children's programming: The Internet children's programming industry mainly focuses on computer science teaching services for children and teenagers, and Internet manufacturers provide teaching products such as programming enlightenment, entry, mastery and application.

In general, children's programming is to build a learning environment through software and hardware tools, and to pass on hands-on skills, programming skills, programming thinking, etc. to learners through online teaching; at the same time, it adopts the form of gamification or graphical programming for teaching, and emphasizes programming logical thinking and basic programming skills during the user learning stage.

The minds of preschool students are not yet mature, and it is difficult for them to master the knowledge and thinking required for programming; while high school students, especially those in their senior year, have heavy schoolwork and more time is given to preparing for the college entrance examination. Therefore, "children" in the children's programming industry is defined as 6-16 years old. Then why can this product that does not meet the age group be successful?

Education policy support, strong user purchasing power, scarcity of high-quality educational resources, hard-core technology drive, and changes in educational thinking have all contributed to the rapid maturity of children's programming.

The industrial ecosystem is gradually improving, and multiple parties are working together to help the industry accelerate its development. So how does children's programming quickly expand its user base?

Communities, relying on social word-of-mouth, are a means of rapid fission dissemination, and a range of services can be provided within the community.

Let’s take a look at how children’s programming is growing so rapidly.

Let’s take a look at a basic programming course for children. Users can choose to “purchase directly” for 199 yuan or “purchase in a group” for 9.9 yuan. After purchase, course permissions will be activated, and the teacher’s WeChat account will be added to join the WeChat group for a 12-day, 6-lesson study, and then the user will be converted to a new course.

01 Traffic entrance

Users will be uniformly directed to the official account for operation to avoid direct loss of users after they jump out of the landing page, thereby improving the conversion rate. At the same time, online communication will be chosen in the WeChat group, which is also convenient for reaching users.

(1) WeChat official account

When searching for the brand name on WeChat, more than 10 public accounts/mini programs operated by the brand with different names and introductions but the same avatar will appear to take over the traffic, with different positioning, to cover as many natural users as possible and increase the possibility of continued attention.

a Functional

Functional public accounts are mainly used to push important brand news and pictures and are course agent distribution accounts.

The menu bar sets up personalized menus according to the user's personality. Users who have purchased courses can obtain course-related information, referral activity cabinet entrance, course Q&A entrance, etc.; users who have not purchased courses can obtain course purchase landing page & redemption code entrance, Q&A entrance. );

The account with course agent distribution function will push pictures and texts related to the distributed courses. It includes a series of functions such as self-developed distribution bonus withdrawal, parameter QR code, posters, recommendations, related information extraction, etc.

b. Customer acquisition

Official account: mainly makes some new growth attempts, such as fission, assistance, free trial class collection, etc.;

Mini Programs: mainly course videos, course purchase portals, company information, programming games, etc.

(2) Distribution fission

After using it, users can share the distribution tweets/distribution posters with others in the official account. After another user successfully registers, there will be corresponding commissions. At the same time, long-term recruitment of course agents will continue to do distribution and continuously increase course exposure;

(3) Advertising

In addition to the above methods, they also adopt various advertising methods and platform cooperation on various platforms to increase the exposure of brands and activities.

02The fastest way to expand customer base – fission

Only by knowing how to play fission can you quickly increase the number of users and form a mass effect. Fission is generally divided into poster fission and community fission. Community fission belongs to large-scale fission and is not suitable for this type of small-scale industry for the time being. So how can poster fission be done to attract others, make them voluntarily buy and help brand distribution fission?

The design on the landing page is also attractive enough. Since children's programming is a non-examination-oriented quality education subject, most parents have a superficial understanding of it. The target users are mostly parents who focus on cultivating their children's competitions, so it is important to provide sufficient brand endorsement and tutor qualifications.

Let’s take a look at how Xigua Maker’s posters and landing pages package mentors:

(1) Brand endorsement: using NOC, New Oriental, and CCTV to represent “score-enhancing competitions,” “leading education and training industry,” and “authoritative news reports” to increase parent trust; (2) High-quality instructors: packaging the image of high-quality CEO instructors who were born after 1985 and have high education, broad interests, and multi-faceted development;

(3) Course Kit: After the course starts, you will receive a complete set of learning kits. The actual kits are very rich and exquisite, and there is a sense of surprise;

(4) Limited time offer: The original price of the course is 399 yuan, with an immediate discount of 240 yuan, and a 30-minute countdown bar. There are still places left, which enhances the sense of urgency;

(5) Real-time quota: Real-time display of the remaining quota within a limited time, creating a sense of course scarcity;

(6) Pop-up window prompt : The price bar at the bottom has two options: "Buy individually" and "Start a group purchase". After clicking "Buy individually", a pop-up window will pop up to display [Are you sure you want to buy individually instead of the cheaper group purchase? 】Confirm the user's intention twice to reduce the user's mistaken purchase rate.

03Course operation details

(1) The official account fully utilizes the push mechanism of the official account and cleverly uses customer service messages and template messages to guide users to take the next step in different scenarios.

Customer Service Message

a. Push 1-2 different types of copy within 48 hours after following, and make multiple conversion attempts for users in the traffic pool. Be careful not to push too frequently, as this will cause confusion to users;

b. Within 48 hours of purchasing the course, multiple channels will push the class teacher's QR code in different time periods to increase the enrollment rate, and push invitation rewards and other information to increase the activity reach;

c After initiating a group purchase, the progress of the group purchase must also be notified in real time through customer service messages.

Template Message

a Generally, children's programming courses cannot be learned on mobile phones. Students need to concentrate their time on the PC to practice, which strengthens the sense of time and space separation between parents (buyers) and children (users). Template messages such as [Homework Completion Reminder] and [Homework Comment Reminder] are used to let parents understand their children's learning progress;

b Generally, the class cycle will not be very long. If the cycle is too long, it will make students feel tired. The class time will not be continuous, giving students enough time to study. However, a low class frequency will have a great impact on the completion rate. Here, template messages such as [Class Start Reminder], [Upcoming Class Reminder], [Absent Class Reminder], and [Make-up Class Notification] are used to wake up users at the corresponding time.

(2) Community Operation

As an emerging subject, programming requires a relatively high knowledge system from teachers. However, the current knowledge system of children's programming is still uneven. There is no perfect community SOP, and teachers often answer repetitive questions one-on-one. How can we improve efficiency and increase user conversion rate?

a. Content SOP

In view of the fact that each teacher has different knowledge systems and manages multiple communities at the same time, and lacks time and energy, we use an assistant to distribute information to multiple groups within the group, standardize the operation content, absorb the operation plans of good teachers internally, and improve the stability of conversion rates in all aspects.

b. Content retention

Children's programming is a new field for both children and parents, so there will be more questions and they are very repetitive. Repeated answers will consume a lot of labor costs. Generally, the "Torch Assistant" group will be used to automatically reply to keywords. The answers are retained by the teacher himself to answer students' questions in a timely manner.

c. Reward Mechanism

In order to encourage students to study and increase group activity in preparation for course renewal, teachers will set up interactive games such as answering questions in the group. Students can learn through games. For students who successfully answer questions, the group assistant can automatically help them score points. Students with the highest points can receive physical rewards and preferential benefits for course renewal, and may even receive free courses. This increases students' interest and activates the group at the same time.

d. Continuation of the course

Generally, the basic class course cycle is 2 weeks, and the follow-up course promotion phase will begin around the second to last class.

Two options are provided for users to renew courses. Parents are guided to receive extra prizes for renewing courses within the specified time. Students with the highest activity points can receive corresponding discounts, which increases the chance of course renewal. Students who renew courses are asked to post screenshots in the group, and the class teacher will give corresponding materials and resources based on the information recorded in the group.

The course has 2 packages, for example ⚫ Single renewal course - 199 yuan ⚫ Combination renewal course - full set 2998 yuan (1000 yuan cheaper than single renewal course)

The course renewal action is to shift parents' attention from "whether to renew the course" to "whether to renew the course for 199 yuan or 2998 yuan first", and the course renewal rate can reach more than 35%.

04 Conclusion

(1) Make full use of the functions that service accounts can provide , not just the function of pushing pictures and texts. Make full use of personalized menus, template messages, and customer service messages to improve the funnel conversion rate. The effort is reflected in the details. (2) Community marketing can better communicate with users and improve customer retention, brand promotion and user activity through the ultimate course services. Group tutoring and Q&A will improve the user learning experience, enable on-demand learning and reduce dependence on manpower.

(3) Do a good job in community operation and reduce the labor cost of 1V1 private chat. Community activity is very important. Private traffic tools such as Torch Assistant and Together School can be used in the group to achieve refined operation, which will greatly improve user retention and conversion rates.

(4) Growth is not just about attracting new customers; retention is also important. Retention in the education industry is roughly equivalent to course renewal + referral, which requires seriousness and care in the entire course service.