How to write an online course details page? 6 steps to help you increase your conversion rate!

The scale of China's online education market continues to rise, from 221.8 billion yuan in 2016 to 404.1 billion yuan in 2019, with an average annual growth rate of 19.71%. It is estimated that the market size will reach 485.8 billion yuan by 2020, with the growth rate maintaining at 9.61%. Driven by the COVID-19 pandemic, it is estimated that the number of online education users in China will reach 351 million by 2020.

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Whether education and training companies can efficiently convert new users through high-quality content + teaching services under the surging traffic has become a new challenge. More and more educational institutions have begun to expand their online business. Through the education SAAS service provider Maker Artisan, they have built online education platforms such as official accounts, mini-programs, apps, and PC online schools to provide users with more three-dimensional teaching services such as live broadcasts, videos, columns, communities, and training camps. Moreover, based on content, they use tools such as group buying, limited-time purchases, and gift recommendations to quickly attract traffic in the WeChat ecosystem, gather traffic in their own private traffic pools, and carry out continuous fission conversion.

However, in the entire process of traffic conversion, there is a small step that is often overlooked. If this step is done well, the course conversion rate can be improved.

That is the course details page. The course details page can leave a crucial first impression on users and fully demonstrate the value of the course.

By browsing the course details page, users can clearly understand the essence of the course, the pain points that can be solved, whether it is suitable for them, and feel the attitude of the course development team and teachers, which quickly narrows the distance between each other and then naturally facilitates the placement of orders.

So, how should you write a course details page that can achieve high conversion effects?

1. Course Development Background

The course development background can focus on describing the reasons for the "birth" of the course, and bring out the targeted pain points and solutions. for example:

What was the reason for developing this course in the first place?

From which aspects and pain points do you plan to solve?

Why do you need this course?

2. Module-based directory outline

The catalog outline can be listed in modules and points, and the themes or sub-themes of each module together constitute the solution to the major theme of the course.

Taking the parent-child English enlightenment course as an example, the course catalog can be listed as follows:

Topic: "English enlightenment course for children aged 0-6, parents with no basic knowledge can also teach at home"

Module 1: You are the best English teacher for your child

1) What is the correct way to teach English?

2) How to avoid the minefields of English enlightenment

3) English basic test: to test the child’s English level

Module 2: Enlighten children with nursery rhymes and picture books

1) Sing with a good rhythm, and your baby will like it more

2) Parent-child interaction, multi-sensory English enlightenment

3) Cultivate tone awareness and lay the foundation for phonics

4) How to incorporate parent-child games into nursery rhymes

5) Efficiently practice unfamiliar vocabulary

…

3. Course highlights, target groups and lecturer introduction

Briefly and clearly describe the highlights of the course, the target audience, and the authoritative instructor’s background and professional achievements to further enhance the course’s appeal and give interested users peace of mind.

For example, course highlights could be:

Save worry: the teaching materials are simple and easy to use; save effort: learning is easy through games; save time: you can speak fluent English without realizing it in 15 minutes a day; save money: you can receive early education at home.

The description of the appropriate group of people should be as precise as possible, for example:

Parents who want to lay a good foundation for their children in English; parents who want their children to smoothly transition to English learning in primary school...

4. Frequently Asked Questions

Based on the questions frequently asked by past students, we proactively listed common questions and their answers to dispel students' doubts, such as:

Q: How long can I take the course?

A: Unlimited re-learning within 3 years after purchase.

Q: What is the difference between Course A and Course B?

A: Course A is more suitable for babies aged 0-3 years old, while Course B is more suitable for children aged 3 years old and above with certain cognitive abilities.

Q: How do I watch the course after registration? What is the learning format like?

A: After registration, students can follow the official account, log in after binding their mobile phone, and study through the official account menu bar - I want to learn - [Video Course]. There will be live Q&A interactions twice a week.

You can also attach screenshots of the course so that students can experience the course learning format in advance.

5. Evaluations from past students

You can attach WeChat messages from previous students, positive reviews in the community, and screenshots and GIFs of their progress and changes to visually demonstrate the course results and increase persuasiveness.

6. Course discounts and teaching assistant contact information

At the end of the details page, users have basically gained a certain understanding of the course and have a desire to purchase it. At this time, the course discounts, such as limited-time promotional prices, great value gifts, etc., can be attached to help students make up their minds faster.

At the same time, you can attach the teaching assistant’s WeChat or the QR code of the consultation group, so that users with consultation needs can scan the code to find the staff, and will not be lost silently due to a little hesitation at the final decision-making moment.

By following these 6 steps, you can write a high-conversion online course details page and fully grasp every user who is interested in the course, without losing the users you have worked hard to attract at the last minute due to poor course presentation.