Case analysis: How 51talk converts private domain traffic

The 2020 epidemic did not bring any benefits to people. If we have to mention some benefits, it may be that it indirectly helped online education companies educate users and reduce users' decision-making costs. In particular, the call to continue learning despite the suspension of classes has brought more online education companies into the public eye.

I am one of those who was paid for conversion. As a personal experiencer, today I will take you to analyze how "51talk English for Children and Teenagers" converts private domain traffic (the name used in the article is: 51Talk).

1. Case Overview

Company Name: 51Talk Online English for Teenagers;

Company industry: Online education;

Company Profile: 51Talk is a leading brand of online English education in China. It focuses on online English education for young people and adopts a one-on-one online teaching model with real foreign teachers. It helps students improve their English skills through its self-developed real-person online interactive teaching software, the Air Class (AC) platform. - Baidu Encyclopedia;

Disassembly purpose: To learn how 51talk converts private domain traffic;

Disassembly type: WeChat personal account & Moments private domain traffic operation.

2. A brief introduction to private domain traffic

Definition of private traffic: Private traffic is relative to the traffic pool, which means that we can directly reach users at any time and frequency without paying, such as self-media, user groups, WeChat accounts, etc. - Baidu Encyclopedia;

Purpose of doing private domain: the bonus period is gone + public domain traffic is expensive + high threshold for acquiring customers;

Advantages of private domain traffic: controllable + free + visible + operable;

Common public domain traffic: Taobao, Tmall, JD.com, Toutiao, Baijiahao, Xiaohongshu, Douyin, Kuaishou, Bilibili, etc.

Common private domain traffic: WeChat personal accounts, WeChat groups, Moments, QQ groups, public accounts, etc.

Common conversion paths: attracting fans in the public domain (advertising/fission/producing content/selling goods, etc.) - joining the private domain;

The focus of this section: How 51Talk teachers’ personal WeChat accounts and friend circles are operated.

3. 51Talk private domain traffic conversion path and overall logic

1. Overall conversion path:

The consultant teacher here is a course consultant. Judging from the job responsibilities on Boss Direct Hire, the main KPI is to promote sales.

2. User perspective - CREATE model

1) What is CREATE model?

Dr. Stephen Wendel summarized the CREATE behavioral model based on the research of a large number of behavioral science theories. This theory has practical reference significance for product design.

The model can not only explain how users become dependent on the product step by step, but also analyze the difficulties users may encounter in cognition and operation and ultimately choose to give up using the product.

2) Model specific process

To sum up, the overall logic is:

Let me see the ad (low-price trial class) - enter the private traffic pool after purchase - private operation (personal WeChat account/circle of friends) - leave a good impression on me - tell me what value the product can provide to me - tell me it is not difficult to buy - choose the right time (when there is an event) to buy.

3) Related tools: WeChat personal account + WeChat Moments

4. Analysis of specific cases

1. Clue prompt stage: low-priced trial class + registration gift

19.9 yuan for 6 free trial classes, plus 400+ picture books to read at any time. The price is not high, so I bought it with the attitude of giving it a try.

2. Conscious reaction stage: Leave a good first impression on me

1) Standardized content: self-introduction + confirmation of the child’s English level + introduction to the course advantages;

2) Be able to think from the user's perspective, give users a sense of exclusivity, and provide diverse content formats.

3. Weighing and evaluating stage: Daily personal account and Moments content constantly educate users about the value the product can provide

1) Personal chat: course advantages introduction + doubt handling;

2) Education in the circle of friends: big trends + industry endorsements + cases of outstanding students, etc. (partial excerpts are as follows)

Big trends:

• CCTV News Video: Emphasis on the direction of English learning - strengthening listening and speaking;

• English College Entrance Examination Questions: Various national papers of the 2020 College Entrance Examination English, more than 70% of the reading content comes from original foreign publications, emphasizing the importance of English.

Industry endorsement:

• External brand activities: appearing on talk show conference + Day Day Up + Young China Talk;

• External brand activities: Online education service and evaluation standards seminar, CEO delivered a keynote speech and released the industry homepage corporate standards;

• Brand external activities: Sina Education Five-Star Gold Medal Teacher Selection—2020 Sina Five-Star Gold Medal Teaching Service Team.

Outstanding student cases:

• In 4 years and 1,200 classes, he became the national champion of last year's Star of Hope Oral English Contest and received invitations to zipline schools in the UK and the US;

• Video of excellent students taking classes: What are the results after learning L0-9 levels?

• 2019 Hope Star Championship Video.

4. Execution capability: low threshold

Also offering 1vs1 teaching, 51Talk focuses on Filipino teachers, which gives it a clear price advantage over other platforms that focus on European and American teachers.

5. Timing: There was an event going on, so it was a good deal

The most amazing thing is that it uses a calculator to do the math for users, lowering the decision-making threshold.

Specific highlights:

Private domain traffic operation is a labor-intensive industry. Each teacher has a limited number of operators, and requires a large amount of standardized content as a cornerstone. It is speculated that the following contents are included:

1. Standardized chat SOP: including initial communication + handling doubts + course introduction + activity introduction, etc.;
2. Standardized SOP for operating a circle of friends: how to build a personal image, what content to post, how to post, how often, etc.

The current frequency of posting is 1-4 posts every morning, noon and evening. His personality is positioned as a warm and professional consultant. His posts not only include brand activities, industry endorsements, English diary entries, motivational quotes, sharing of outstanding student cases, etc., but he also posts his daily mealtimes to prove that he is a living person and not a robot.

What are the problems:

1. The activities are very messy. Although users are paid, they still cannot understand the details of the activities and need detailed explanations, which increases the cost of explanation.
2. When calculating the total number of class hours for users, the class hours given to you after you complete the clock-in are calculated. If you don’t clock in, you won’t get those classes. If you don’t want to clock in, the calculation will be wrong (clocking in: sending text + pictures to Moments to attract other users to scan the code and try it out, which is equivalent to old users bringing in new ones);
3. Directions for improvement: Make the activities clear and concise so that customers can understand them at a glance, and don’t have so many complicated packages.

5. What can we learn from

1. Daily appointments during the trial course

During the trial class, we will help users make appointments for classes, increase the frequency of interactions, and handle doubts. We interact with each other almost every day, although sometimes the interactions are unsuccessful, for example, if I ignore you; (of course, it is also possible that I really want to help users).

2. Standardized content of personal WeChat account

The first impression given to users is very good. You can change it according to your own product logic. The main logic is to create a good first impression for users.

3. Standardized content for WeChat Moments operations

While educating parents, we also plant seeds in their minds every day to occupy the users' minds and give them the "illusion" that their children must choose 51Talk if they want to learn English, which can reduce the problem of Filipino accent.

The overall logic is: Why should you learn: the general trend requires you to learn; Why choose 51talk: because it has great industry endorsement + great student cases; What will it be like after learning: fantasize about becoming a rising star or the champion of Young China, hahahahahaha.

4. Pay users for activities

This is the first time I have seen a calculator directly sent to users for calculation. It can think from the user's perspective and help users lower the decision-making threshold.

You can refer to the above information based on your own product form and human, financial and material conditions. I hope it will be helpful and inspiring to everyone.

Author: Yue Mo

Source: Yuemo Channel