How do experts design the conversion phase of training camps?

For operators, it is not difficult to promote an event, but it is not an easy task to achieve a high conversion rate after the event. So, for experts, how do they design the conversion phase of the training camp ?

1. Case Background

Chaos University is the only university in the world that only focuses on "innovation".

Founded in 2014, it is committed to providing cognitive upgrades for innovative entrepreneurs. The founder, Professor Li Shanyou, personally polished the innovative disciplines and invited famous teachers from China and around the world to teach online or offline, as well as a unique thinking model + deliberate practice learning method, creating innovative education in the Internet era (from the Chaos University official website).

2. Business logic analysis

2.1 Products

Chaos University belongs to the field of adult education. Its product content is mainly courses, and its formats are mainly divided into online and offline.

Chaos University includes the following products:

• APP: Chaos University
• Website: Chaos University
• WeChat ecosystem: 4 official public accounts + service accounts, several public accounts for each regional branch, and 5 mini-programs (including regional branches)
• Offline branch: training camp

Teaching mode: online live/recorded courses + offline training camps + homework + WeChat group. This time we participated in an online learning camp, which mainly consists of live classes. Since it is a thinking course, homework is mainly based on active sharing.

Target group: Working people and entrepreneurs

2.2 Traffic

The entrance to this learning camp will be prompted after purchasing the first month's card. As for whether previous old users can participate, it is not yet known. It can be seen from the traffic entrance that this live broadcast event is mainly aimed at converting users who purchase the first month’s card.

2.3 Monetization

3. User path analysis

4. Detailed case analysis

Target users: Mainly new users

Activity purpose: Convert new users to purchase student status

Analysis of the reasons: Only new users can participate in this first-month card activity, and after purchasing the first-month card, a 7-day free learning camp will be actively pushed. Therefore, it can be determined that this training camp is mainly for converting new users.

4.1 Get the course and join the training camp

User process: Purchase the first monthly card – Save the QR code of Banban – Add Banban – Activate the monthly card – Join the training camp – Take the pilot course

Display rules for the first month card landing page in the APP:

Process display:

Highlights:

1. Display different landing pages according to the progress of user behavior to ensure that users can receive clear guidance at different stages;
2. After purchasing the first month card, you will be automatically redirected to Banban’s personal corporate WeChat account. The next time you visit the first month card purchase link, you will still automatically jump to the personal WeChat account page until you add Banban and Banban passes the friend request. Then the next visit will change to the study camp details page. Click the student card entrance below to enter the student card details page;
3. The display rules of the landing page clearly show that the conversion path goes from monthly card to study camp and then to student card. The payment guidance path is concise and clear.
4. In the process of communicating with Banban, the learning camp is sent to users by default, rather than being picked up by users, which reduces the process and helps to increase the rate of joining the group. When guiding users to join the group, the copywriter reveals the information of "learning materials", which further increases the rate of joining the group.
5. Banban collects user information by recommending courses, which makes users feel that they are getting paid for answers or that it is beneficial to them, making it easier to collect user information.
6. Banban is a personal WeChat account of an enterprise, which is endorsed by the enterprise and enhances the sense of trust;
7. During the blank period before the camp starts, Banban will guide users to attend pilot classes and provide a study camp schedule to reduce users' waiting anxiety.

4.2 Study Camp Disassembly

4.2.1 Opening

The opening of the camp is a very important part of the entire training camp process. The number of participants and the atmosphere at the opening will affect the final conversion rate.

This study camp gave three reminders before the start of the camp, at 4 pm, 6 pm and 5 minutes before the start of the camp, to inform users of the camp time and content to facilitate users to arrange their time. There were also group red envelopes to ensure that group messages were in place.

Highlights:

1. High-frequency reminders in a short period of time deepen the user impression, and use red envelopes to increase the group opening rate, ensuring the group message reach and the number of people opening the camp;
2. The various action guides in the copy are very powerful, such as learning entrance, group pinning, personal information collection, etc.
3. Users had already been notified of the ice-breaking session in the group during previous personal account interactions, which enhanced the atmosphere of the ice-breaking session. Coupled with the corporate endorsement, the ice-breaking atmosphere was very good. At around 10 p.m. after the live broadcast, there were still users sharing their self-introductions in the group.

4.2.2 Interaction

4.2.2.1 Social interaction

Highlights:

1. Change the group name every day to help students understand the course progress.
2. The community of the study camp is lightly operated, mainly notifying students of course progress, distributing benefits, etc. There are fewer high-frequency reminder messages, and high-frequency reminder scenarios are mainly concentrated in personal accounts, 1-on-1 reminders, and some virtual prizes are used to increase interaction with users and improve the success rate of course reservations. At the same time, the cost is extremely low.

4.2.2.2 Live Interaction

Highlights:

1. I have to say that the product experience of Chaos is really great. There is a live video on the top and a PPT on the bottom. There is no situation where you cannot see the content clearly or have to take screenshots of the content you are interested in during the live broadcast. You can listen to the class and watch the PPT at the same time, and the PPT will be unlocked little by little as the course content changes, preventing users from finishing the PPT too quickly and leaving the live broadcast room.
2. During the live broadcast, the cases selected are all well-known brands at the moment, which makes it easy to interact with users. The design of the answering format and result display is also great!
3. During the class, free courses will be given from time to time, which is a form of interaction and also helps to improve retention in each time period.

4.2.3 Recall

Recalls can be divided into daily live broadcast recalls and recalls for leaving the live broadcast midway.

4.2.3.1 Community Recall

Daily live broadcast recall is mainly through timed reminders in the group and one-on-one private chats, using rewards to increase the user course reservation rate. This part is mentioned in [4.2.2.1 Interaction] above; mid-live broadcast recall is mainly one-on-one private chats. Banban will send a message in the middle of the live broadcast. If there is no reply, the user will be recalled through virtual prizes.

4.2.3.2 Live Recall

The mid-stream recall also includes product design (see the figure below). When the user exits the live broadcast room, a retention pop-up window will pop up to prompt how many people are still learning, using the user's anxiety to retain them.

Highlights:

1. Having participated in some live broadcasts, I found that everyone paid more attention to the attendance rate of the live broadcasts, and rarely maintained the users who left during the course. Chaos University not only did this, but also carried out secondary maintenance. I guess user retention in each time period may be their work indicator, which is definitely helpful for conversion, but it also increased the workload of the staff.
2. The design of the retention pop-up window is very clever. Generally, when designing the retention pop-up window copy, the user's psychology of "not wanting to lose" is taken into consideration, and the user is prompted with what he or she will lose. Chaos University, on the other hand, has considered the needs of users who "come to Chaos" in a more refined way - "the anxiety of learning". It is obvious that it can impress users more from the user's psychology.

4.2.4 Conversion

The conversion process is mainly divided into live broadcast conversion and one-to-one conversion, among which live broadcast conversion is the main battlefield.

4.2.4.1 Live broadcast conversion

Here we focus on breaking down the live broadcast conversion scenario, which involves a variety of conversion methods and is worth learning:

1. Product Features: After purchasing Chaos University's student status, it is divided into online courses and offline training camps. The offline courses are divided according to regions, which allows users to have more sense of participation and establish connections with other students. These are all very attractive points, and they use product features to attract user conversions.
2. Famous teacher effect: The teacher who appeared most frequently in the live broadcast was a famous teacher from Chaos University. The teacher's personal charm/ability promoted user conversion;
3. Herd mentality: During the live broadcast, users can see in real time in the interactive area which users have purchased the learning products. The products are highlighted in red, similar to the feeling of swiping the screen to place orders in a social network. This method uses the herd mentality of users to convert.
4. Taking advantage/anxiety: Large coupons will be distributed from time to time during the live broadcast, and basically everyone will get one. The coupons are valid for only 4 hours. Using large, limited-time coupons to convert users who are still hesitant is a final push;
5. Fission: Regardless of whether the user has purchased a student status, they can create their own team, and the rankings and research value will be used to stimulate user fission;
6. Taking advantage of the popularity: This study camp just happened to coincide with the Double 11 Shopping Festival, and the live broadcast will end at 0:00 on the day of Double 11. While everyone’s consumption desire is at its peak and the later it is, the harder it is to control people’s consumption desire, Chaos directly extended the live broadcast time to 0:00. How ruthless!

4.2.4.2 Social Conversion

Apart from live broadcast conversions, community and one-to-one conversions are very weak. Users are reminded not to take too many conversion actions. It can also be seen from here that Chaos’s classes are mainly responsible for retention indicators during the course, while conversion indicators are more dependent on the live class teachers.

4.2.5 To be optimized

1. The course is a bit long, from 20:00 to 22:00. It is difficult for people to maintain their attention for such a long time. If you can't keep up, it is easy to quit. You can consider the time later.
2. It is nominally a live class, but about half of the course content is recorded. If students have listened to the courses in the app, there will be repeated content, so it is guessed that users are likely to churn when the recorded courses are played. Moreover, the switching between live broadcast and recorded broadcast will also make people feel very strange and a bit disconnected. I guess the official reason for this arrangement is that the course duration is relatively long, and it is more tiring for the teacher to live broadcast, and it is also an opportunity to promote the course; but if you consider it from the perspective of user experience and conversion, it is recommended to reduce the duration appropriately. After all, the course lasts 7 days, and you have to attend classes for 2h+ every day after get off work (or even before get off work), which is very hard for office workers.
3. The classmate in the community is not the same person as the classmate in the daily one-on-one private chat. This will lead to students being unfamiliar with the classmate in the community, making the community less popular and the group opening rate lower. It is recommended to change them to the same person, or at least change the avatar to the same person.
4. The course design can be further refined, and different content can be recommended for different job levels. For example, I am just a small operator. Judging from the recommendations on the homepage, at least half of the courses are not suitable for me at this stage. In addition, offline courses conflict with my work schedule, so I will not pay for them no matter how they convert me... (But it does not rule out that one of the purposes of this "wide-net" operation is to convert future users. After all, the current entrepreneurship rate is really high)

4.2.6 Highlights and reuse points

1. Rigorous process: Those who work in operations know that every time a link is added, some users will be lost. Chaos University has done a good job in this regard. Every step has clear instructions on what to do and how to do it. One detail is that after purchasing a monthly card, it is not activated immediately. It needs to be activated after adding classes. This improves the sedimentation from APP to personal accounts. At the same time, it is natural to invite users to participate in the 7-day training camp, killing two birds with one stone.
2. The details to improve user retention are very well done: Banban will remind users to participate in the live broadcast through group and personal accounts every day. Not only will they remind users before the live broadcast, but they will also privately chat with users during the live broadcast and give away prizes to stimulate users to open the APP. This is very worth learning for those who are doing live broadcast conversion.
3. The conversion period starts on the first day: The conversion period of many training camps is in the last two or three days, while Chaos University starts conversion from the first day of live broadcast, using the advantages of live broadcast (purchases and screen swiping in the interactive area, etc.), product features (offline community), human characteristics (following the crowd, taking advantage, etc.) to convert, which lasts for 7 days. You can imagine the conversion rate. Many people who are doing conversions may worry about losing users if they convert too early. I think what Chaos does well here is that it uses famous teachers instead of small operations to conduct conversions, which can quickly establish and enhance the trust between users. This is a very important reason why they can make conversions on the first day. In addition, the excellence of products (referring to APP) and content (referring to courses) is also the core of rapid user conversion.

4.2.7 Personal Thoughts

Although the courses at Chaos University are not very suitable for me, the transformation design of Chaos University is still very worthy of learning for operators. Chaos University basically utilizes all available resources and human weaknesses, and its "silent" transformation is very powerful! If we can operate users in a refined manner and match them with corresponding courses, the conversion rate will probably be higher.

Author: Xiao Yingzi

Source: Yingzi D Operation Notes