Case analysis | Analysis of the Xueersi Online School’s Douyin landing page!

Today's case comes from the outstanding contestant in the previous case disassembly activities, Bald Brother, who brought the case disassembly of Xueersi Online School's Douyin landing page , enjoy~

1. Case Name

Xueersi Online School offers free delivery of teaching aids (TikTok traffic-generating advertising page)

2. Case Background

Xueersi Online School is an online education brand for primary and secondary schools under the New York Stock Exchange-listed company TAL Education Group (formerly Xueersi). It provides extracurricular tutoring in all subjects for children aged 6-18, as well as enlightenment courses for children aged 2-8. The number of students is spread across more than 300 cities across the country.

In December 2019, data from the "2019 China's Inclusive Online Education White Paper for Primary and Secondary Schools" showed that Xueersi Online School had a market share of 65%, ranking first among comprehensive online schools and becoming one of the brands most recognized by students/parents.

At present, as the leading company in the domestic K12 online education platform, the entire path of Xueersi Online School from traffic diversion to conversion and then to fission is worth our detailed analysis.

3. Three Elements of Business

3.1 Products

3.2 Traffic

3.3 Monetization The monetization of Xueersi Online School includes: large-class courses, small-class courses, master classes, parent classes, lectures, 1v1, etc.

The price range is 39-2000

4. Case Path Analysis

4.1 User Experience Path

4.2 LIFT model ideas Six factors affecting the LIFT model

Value Proposition:

1) Grasp the golden 3-second rule of short videos and quickly attract users’ attention

The main difference is that the video directly shows the generous gifts that can be obtained after purchasing the course, and displays them one by one in the form of a video, making it easy for users to understand, thus playing a role in quickly attracting users' attention.

2) Hit the user's profit-making heart and let the user perceive the benefits

The homepage of the details page directly informs users of the benefits they can obtain through an equation. At the same time, the picture display is very easy to understand, prompting users to continue reading/ordering.

Relevance:

1) Marketing Funnel Relevance

Marketing funnel relevance is all about keeping your page relevant to how your potential customers think they are seeing your landing page. What users see through the video are gifts + courses, and after clicking into the details page, the first thing displayed is the prize. Then the user loss here will be relatively reduced

2) Optimize relevance to target audience

After the user clicks on the details page, a page for selecting different grades will pop up immediately. Parents of children of different grades will make their choices here, thereby grouping users by age and grade, and optimizing the target audience.

Clarity:

1) Externalize the results and directly inform users of the results

The details page simply and clearly tells users the knowledge and content that children can obtain after learning, allowing users to quickly know the results. This encourages users to place orders

2) Visual effects, catering to product colors + festival elements

The entire details page is in red, giving users the greatest visual impact. At the same time, red helps to attract users' attention and help users see the content more directly.

Reduce anxiety

Double endorsement from famous teachers and big names reduces user anxiety

In the details page, the dual effects of famous teachers and celebrities make users feel reliable, thus reducing their anxiety.

Reduce distraction

The ultimate goal of the entire details page is to allow users to place orders, so every link needs to lay out the key points for users to place orders. The buttons for group buying and group buying now can always be seen throughout the details page, and a red background is used to emphasize and remind users to perform this action. [There are payment buttons at the top and bottom of the entire mobile page, constantly reaching users]

Create a sense of urgency

When users click any button to enter the payment page, they will be constantly reminded that there are not many places left and the remaining payment time, creating a sense of urgency.

5. Highlights and reusable points

1. The entire details page is set up, and the framework is built and supplemented according to the LIFT model. It can attract users’ attention and encourage them to take the next step, thus prompting them to pay.

2. Pay Now buttons appear at the bottom and top of the entire page to constantly attract users to click, thereby increasing conversions here

3. On the homepage, users are constantly informed of group buying by showing them that some users have joined the group buying and received gifts, thereby creating a sense of urgency and prompting users to place orders.

4. The ultimate goal of the above three points is to increase the conversion rate of the entire page, split the entire user process, and increase the frequency of exposure on each page.

6. Points to be optimized and solutions

1. After placing an order, users are disturbed by other links, which may cause them to miss class information. Users purchasing a trial course is only the first step. What we hope to do more is to get users to participate in our courses. Therefore, after users pay, we need to strongly remind them to add WeChat or follow the official account. In this case, a lucky draw link will appear after submitting the address (not captured in the screenshot), so the user may be distracted here, resulting in a lower attendance rate or micro-addition rate.

2. In some other cases I have seen, there is a scrolling display at the top of the page showing the user’s successful group purchase and the countdown. This allows users to click into the payment page faster and creates a sense of urgency from the start.

7. Personal Thoughts

1. The key factor that makes a good landing page visible to people is the previous copy, whether it is a Tik Tok video, a banner page, or a picture and text link on a public account. So what operators need to think about is the entire user path. How to improve the opening rate, browsing rate, conversion rate, etc. of the landing page?

2. Currently, more and more organizations are adopting this form of gift boxes, which is to provide users with gifts that are worth the money, thus helping them feel that it is worth placing an order. Then there are two questions to think about:

a. When we create a traffic-generating course, do we focus on the quality of the course or the abundance of the prizes?

b. In the current mainstream advertising, physical objects are given away. If there are no physical objects, how to attract users?

3. In the entire LIFT model, the most important thing is the [value proposition], so all the copywriting materials we prepare need to highlight this value proposition. So how do we determine our value proposition at the very beginning? My thoughts are as follows:

a. Conduct user research to understand user needs

b. Conduct competitive product analysis to understand the value proposition they use

c. Match it with your own products, find several options, test them, and find the best solution

Author: Wild Mushroom

Source: Wild Operation Community