Live broadcast design for 1 yuan trial class to paid group

There are endless online education courses on the entire network. Every day, many training camps are opened and many free live classes are broadcast, which makes students dazzled. In the era of information explosion, distraction and anxiety seem to bother everyone, of course, including those who are overwhelmed by the countless courses on the market. So how can we convert students into paying for courses by capturing their attention? Next, I will share a live broadcast conversion design that “creates a special attention zone for students based on the attention curve.”

First of all, what is the attention curve?

Lucy Jo Palladino mentioned this concept in her book "The Attention Curve". Human attention is related to external stimuli. Based on the relationship between the two, an inverted U-shaped attention curve can be drawn. On this curve, there is an attention zone. Everyone can adjust their mentality and emotions to enter their focus zone and concentrate effectively.

“When you are in the zone of attention, when you are receiving adequate and stable stimulation, you feel good. In this state of relaxed alertness, you feel efficient and have enough energy to get things done. You listen carefully, stay focused, work effectively, make good decisions, and ultimately complete your tasks.”

According to the attention curve, it is not difficult to see that as long as the course can allow students to enter the attention zone and make the attention zone long enough, so that the stimulation level of the entire course is just right, then the comfort level of the live class will reach its peak and the effect will be best.

Since this is a curve, we can use a mathematical concept, which is calculus. It is difficult to think of how to make an entire course exciting from a macro perspective, so let's differentiate this part, that is, divide it into small pieces.

01

How to do this in course design? It’s very simple. If the course is one hour long, then every 5 or 10 minutes can be considered as a small segment, and the content of the trial course can be designed based on this framework.

I will analyze how to apply this framework based on a trial class I just completed as an example.

1. Position your course content and choose the size and type of your “segment modules”

I’ve shared before how I used the reverse method to switch to high-priced courses (see “Conversion Rate 22.58% | Live Broadcast Design for Switching from Low-Priced Trial to High-Priced Official Course” for details). The entire live broadcast design was centered on students.

This time it is carried out in a positive way, focusing on the teachers and teaching content, using the crazy output method to keep the energy density of the trial class at the explosion point (just the right level of stimulation), with high energy throughout the whole process.

The article is divided into paragraphs, with each paragraph lasting 5 to 10 minutes as a segmentation module. After each knowledge point is explained, the logical analysis of the article is added to increase the peak value.

We only used two types:

1. The article with strong topicality as the introduction is the original article of the postgraduate entrance examination that just ended;
2. Starting from the content itself, after the introduction, we go directly into the course content and begin to provide continuous and high-energy output according to the designed segmented modules.

In fact, we didn’t consider the students’ ability to bear it at all. We positioned this course as a “fun class”.

2. After the trial class, the community supporting the formal course needs to create an "attention zone"

A phonetic assignment was designed for after-class homework, and strong interaction was generated with the teacher. (Let students continue to have fun)

(The premise here is that we know that students really like teachers’ voice comments)

3. Don’t destroy the integrity of the attention zone

When I was teaching high-priced courses before, I said that it was very necessary to set up a Q&A class, but this course does not require a Q&A class at all.

Since students are in the focus zone throughout the whole course, they are still thinking about the lesson at the end. Their brains are bombarded with knowledge. The course content is all the students’ doubts and has been fully covered in class. The form and content are presented very clearly. If there are still students who are hesitant, it is definitely not because of the course itself. It may be that they are price sensitive or have other concerns. This can be resolved one-on-one. From what I have encountered, there are very few students who need to answer questions. They all ask because they missed the trial class. Just send them the link to the trial class.

By the way, let’s compare it with the conversion of the last high-priced course:

Final conversion effect:

There are 150 people in the two trial class groups, 80 of whom are in the 1 yuan trial group and 70 are in the 0 yuan trial group. The difference here will be explained later.

There were about 25 people attending the two trial classes each time, and ultimately 50 people signed up, with a conversion rate of 33.33%.

Target product for conversion: paid group with the theme of intensive reading of foreign journals, 40 yuan/issue.

In this group, there are 4 online courses each period, with pre-class preparation homework and practice homework after class. Questions can be asked around the course on a daily basis. It is equivalent to an online class + a light community service.

02

In addition to designing the above attention zone, there are a few more tips:

1. Poster highlights maximize the effect

The promotional method is still to post posters on WeChat Moments, and how to make posters is still the reverse method.

First, pre-set + analyze the questions that students may ask:

1. What is a foreign journal?
2. What is intensive reading?
3. What is the benefit for learning English?
4. How to take classes? How much?

The answers to the above questions are the promotional points that the poster copy should reflect. The teacher I work with is the guarantee of the content and the core of the course, so the title effect should be maximized : Cambridge master takes you to intensive reading of foreign journals.

2. If you want to save time, you can register by yourself

Since the trial class is 1 yuan, I expect that a group of people will sign up after I post it on WeChat Moments. In order to reduce my time cost, I simply set up a trial class group first, send out the group QR code directly, and clearly write the trial class introduction + live broadcast format + registration method in the group announcement, so that everyone can sign up by themselves.

Saves a lot of time replying to private messages. The same applies to formal classes.

3. Free trial listening combined with “zombie accounts” as the first step to revitalize zombie accounts

If the account you are using is no longer in service, you can refer to it to make a good and inexpensive welfare course.

I only have one WeChat account. When the number of people in the group stabilized at about 80, I linked two "zombie accounts" that had been abandoned for more than a year and had been dusted off. The lists contained all paid students from two years ago. I posted a message on WeChat Moments in the capacity of a new course consultant, and as a benefit for our first meeting, I offered everyone two free intensive foreign journal reading classes. This was another free trial group with 70 people.

The above is all the sharing of this conversion.

Author: Half Moon Lullaby

Source: Half Moon Lullaby