The “refined” community operation routines of online education!

In the online education sector, course communities have been proven to be one of the effective means of attracting new customers. However, as competition in the industry becomes increasingly fierce and the cost of acquiring customers increases, how to improve conversion rates through community operations has become a headache for many people.

This article will analyze the practical issues of improving conversion efficiency from four aspects:

1. Why do we still need to emphasize community?

Communities are channels that can increase trust and strengthen relationship links relatively quickly. With trust, subsequent business possibilities will be created. With trust, relationship management can be promoted, and after promoting relationship management, conversions, repeat purchases, referrals, and so on can be promoted.

People-centeredness is the essence of community operation. Having private domain traffic does not mean having users. Traffic must be converted into paying users of the product through effective operation.

The basic logic of the community is that the operator fixes the traffic in a virtual circle, analyzes the characteristics and attributes of users, conducts targeted marketing activities, and gradually converts the traffic into fans. Setting rules in the group can effectively improve management efficiency, reduce overall costs, and increase trust with fans.

2. What are the difficulties in transforming online education communities?

1. Increased traffic acquisition costs: As the competition for front-end traffic in the online education industry becomes increasingly fierce, traffic prices are rising. In order to maintain ROI, it is necessary to further improve the back-end community conversion efficiency;

2. Improved user awareness of the industry: Most users have been through K12 and have a certain understanding of social networking routines, so it is necessary to improve the dimensions of maintenance and operation to increase conversion rates;

3. Higher user requirements: As users become more selective, their patience decreases. If they fail to gain recognition and approval, they will quickly leave. They need better content and atmosphere.

4. Bad economic situation: This year, we clearly feel that parents’ willingness to pay has declined, especially for non-essential courses, which require more sophisticated design and attraction to increase user growth;

3. Rapid breakthrough requires refined operations

In the field of knowledge payment and online education, communities are the scenarios that promote paid transactions. By attracting new users through courses, more people can be encouraged to pay for learning more efficiently. Designing paths from the perspective of user psychological needs and allowing users to "immerse" in the experience may be able to resolve the current difficulties.

Assuming that the content quality is good, "revenue efficiency" is used as an important indicator of the community.

Benefit = Number of paying customers * Price

Number of paying users = total number of participating users * percentage of users who know the product * percentage of users who are interested * percentage of users who intend to pay * percentage of users who can afford the product

In addition to the front-end traffic which determines the number of participating users, the rest can be improved through operational means. Community operation is actually about grasping the details, and details are the key.

1. Community: Multi-game operation and gameplay design

Diversified game operations are designed based on active group gameplay, allowing users to easily enter the learning environment and learning atmosphere, and prolonging the user experience time. After all, a good product requires experience to be felt before it is good. If you want to capture the user's mind in a short time, you must repeatedly guide and reach out to cause the "multiple viewing effect."

The fun of diversified gameplay lies in the fact that it can give users a sense of accomplishment through various incentives, thereby stimulating their intrinsic motivation. For this kind of learning behavior that cannot be quantified, only when intrinsic motivation is stimulated will everyone want to participate in learning with high quality.

The purpose of setting a gameplay threshold is to:

(1) Rules without any threshold will not be taken seriously by others

(2) The party that asks for help will affect the enthusiasm of others

Common methods may include: credit ranking reward mechanism, check-in unlocking mechanism, learning incentive mechanism, honor mechanism, privilege mechanism, self-organized "red envelope question and answer interactive" game promotion, etc.

2. Content: Diversified scenario script design

Nearly 80% of operations have confusing logic and single materials during the group conversion process. Product introduction alone cannot stimulate users' purchasing desire. The whole process is just self-entertainment and screen projection without any interaction. The feelings of users in the group are not taken into consideration, resulting in everyone having no sense of existence.

In fact, in the baptism of the education market, users have more or less seen water armies and water groups. Sometimes operators think that at the right time, they can throw out users' doubts and answer them so that users can see them. This is equivalent to actively instilling and letting users think, and the resonance is actually not that deep. But under this kind of operation execution, unless the character is established very well, there will still be a sense of awkwardness. Users are not stupid, and there is no such thing as "one trick to rule them all". Operations require more diverse means - script design.

When introducing themselves at the opening of the camp, the positioning and identity of the water army have already been determined. Later on, they must not only "warm up the factory" and "serve as a rescuer", but also "join in the fun, make familiar faces, and build an image" to be a "real water army". They must identify active and potential users in the group, strike up conversations with them and find common ground. They can do this by developing themselves into "KOCs" in the minds of users, or by making users think that we are the same kind of people.

With a common topic, the user trust relationship will be further strengthened, and the water army's behavior will expand to attract similar users, and the space for operation will become larger.

The key points of the script include: "Water Army" role positioning, control of acting rules, "Water Army" heart-touching words, and pick-up words.

The design of details requires long-term experience accumulation and true understanding of users. Once handled properly, it should be able to bring the conversion rate to a higher level.

Sometimes you can adjust your speech in advance based on the portrait of the intended user. After searching for a type of user information, express the difficulties and pain points of this type of user in the tone of real users, allowing users to develop a "false identity bias" and use psychological resonance to make users feel "empathy", which will make the conversion stage much smoother.

The same product will bring different effects in different scenarios. What matters is not the copywriting, but the scenarios that can be associated with users.

3. Personal aspect: Designing caring and friendly speech

In the marketing process, you must first understand user needs, avoid blindly getting excited, grasp user information as much as possible, think about what problems users will encounter, what their essential needs are, put yourself in their shoes to think about user pain points, and try to dig deeper into user needs through various means. Of course, sometimes users may not really understand themselves and need guidance.

When users enter the "conversion pool", operations must begin to prepare for the future. Operations personnel must transform customers' psychology, create an atmosphere for conversation, and organize professionalism to establish trust before the transaction. Remember not to get straight to the point. If operations personnel are too purposeful, it will reduce user favorability and cause users to become more defensive.

First of all, rigid demand needs to be explored and cultivated.

For the traffic that the company actively acquires, if the conditions permit, it will encourage users to make purchasing choices through differentiated services, such as conducting one-on-one private chats with existing students to provide more precise services.

*To determine the user's needs level, you first need to understand and explore the six levels of user awareness:

The Six Levels of User Awareness

Step 0: No awareness of need

Ladder 1: Aware of the need but not the solution

Step 2: Find some solutions

Stage 3: Awareness of a solution that works for you, but not understanding its benefits

Stage 4: Aware of the benefits of the solution, but not convinced

Step 5: Believe and be ready to buy

Then, at these stages of the conversion service, timely responses should be made.

When users do not have time to experience the course, you should find out what problems they have encountered recently, suggest the value of the course based on their problems, explain which problems the course can solve for them, and after the users respond, find an opportunity to cut into other information to guide them to experience learning.

When users encounter problems and feel discouraged, we should care about their mentality and tell them that it is normal to find it difficult to learn new things at first. Don't be discouraged. The teacher will help users improve together. They will definitely be able to master the learning process by following the learning progress. We will guide them to experience learning.

When obtaining learning feedback from users, such as high scores on a test, you need to praise the users for their strong learning ability. Praising them for maintaining learning will lead to transformation. You also need to remind them that it is not common to get high scores, so they should continue to maintain them, and guide them to experience learning.

When users have a good experience in their first few uses, based on the information obtained in the early stage, we should care about the users' lives and the joy that good experiences bring to life; remind them to seize the opportunity, as the courses will become more interesting as time goes on, but the difficulty will also increase, and guide them to sign up.

When users actively give compliments and refer others, and fully recognize the program, you can remind them of the course registration benefits and encourage them to sign up.

When the trial course is about to expire, care should be taken about what students have gained from the recent period of study and the benefits of continuing to study on time. Students should be reminded that there is a discount for the current course registration, but there will be no benefits in the next period, and they should be guided to sign up.

At other personalized service nodes, we care about the user's personal development direction, provide "customized" plans, remind them that subsequent learning can change their lives, and guide them to sign up.

All links should explore and grasp the pain points and needs that customers really care about, and summarize the advantages of the product in a targeted manner.

IV. Conclusion

The essence of education is to enlighten, and the cornerstone of education is content. In addition to the quality of the product content itself, it also includes the curriculum system. The quality of a product itself largely determines whether people will buy it. Only when the product itself is of high quality and diversity and meets the needs of users can there be a higher degree of conversion.

Author: Market fake foodie

Source: Market fake foodie