Bad communities are all the same; good communities are all unique. In the online education sector, course communities have become one of the proven effective means of attracting new customers. This article provides some practical thoughts on improving conversion efficiency. There is no "myth" in community operation , only systematization and refinement.

1. Why do we still emphasize community now?

Community is a channel that can increase trust and strengthen relationship links relatively quickly. With trust, all subsequent business possibilities will be possible. With trust, relationship management can be facilitated, and after facilitating relationship management, conversions, repeat purchases, referrals, and so on can be facilitated.

The essence of community operation is people-centered. A lot of private domain traffic is not equal to users. The traffic must be effectively operated to be converted into paying users of our products.

The basic logic of the community is that the operator fixes the traffic in a virtual circle, and then carries out targeted marketing activities based on the characteristics of the users, and gradually the traffic turns into fans. By setting rules in the community, we can improve management efficiency, and more importantly, reduce overall costs and increase trust.

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

1. With the arrival of this year's summer season, the giants are fighting for front-end traffic acquisition, and the price of traffic is rising. If you want to maintain ROI, the back-end social conversion efficiency must be improved.
2. Users who have been through K12 have more or less some understanding of social networking routines and require more "high-dimensional" maintenance and operations;
3. Users’ patience has deteriorated, and without recognition and identification, they have already begun to leave, and they need better content and atmosphere;
4. The economic situation is not good, and we can clearly feel that parents’ willingness to pay has declined, especially for non-essential courses, which also requires more sophisticated design and attraction;

3. How to refine operations and break through faster?

In the field of knowledge payment and online education, lead-in courses are effective in attracting new customers, and communities are scenarios that promote paid transactions, which can more efficiently encourage more people to pay for learning. Designing paths from the perspective of user psychological needs and allowing users to "immerse" in the experience may make it easier to resolve difficulties.

When the content quality is OK, the community uses "revenue efficiency" as an important indicator to break down.

Benefit = Number of paying customers * Price

Number of paying users = total number of participating users * product awareness ratio * interest ratio * intention ratio * price tolerance ratio

The number of participating users is more determined by the growth of front-end traffic, and the rest can be improved through operational means. Community operation is actually all about details, and the devil is in the details.

1. Community side: Operation of diversified gameplay design

Diversified gamification operations are designed based on active gameplay, allowing more people to enter the learning environment or atmosphere and extend the user's learning/experience time. After all, no matter how good a product is, it still needs others to feel and experience your goodness. It is best to repeatedly guide and reach out to the user, seize the user's mind in a short period of time, and create the "multiple viewing effect."

The reason why diversified gameplay is interesting is that it stimulates the user's intrinsic motivation by giving you a sense of accomplishment through various incentives. For this kind of non-quantitative learning behavior, if you want everyone to participate in it with high quality, you must stimulate intrinsic motivation.

The purpose of setting a gameplay threshold is to:

1. Rules without any threshold will not be taken seriously by others
2. The emergence of the hand-over party will greatly affect the enthusiasm of others

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

2. Content side: scenario-diversified script design

80% of operators may have confused logic and no rules during the group conversion process; the materials are single, and only the product introduction cannot inspire everyone's enthusiasm for buying; they are just self-entertaining and have no interaction throughout the process, and do not consider the feelings of users in the group, so everyone has no sense of existence.

With the baptism of the education market, in fact, users have more or less seen the appearance of water armies and water groups. Sometimes operators may think that it is the right time to throw out the doubts in users' minds and answer them so that users can see them. This is equivalent to active indoctrination. Users may think about it for a few seconds and feel that it is the case, but the touch or resonance is not that deep.

But under this kind of operation execution, unless a particularly good personality is established, it will be a bit stiff to a large extent. Users are not stupid, the environment is changing, and there is no such thing as "one trick to rule them all". Operations also need to evolve into more diverse means - starting with the script.

When the water army introduces themselves at the opening of the camp, their positioning and identity have actually been determined. In the following days, they not only need to "warm up the atmosphere" and "serve as rescuers" when necessary.

"Joining in the fun, getting familiar with people, and building an image" is the beginning of being a "real water army". We need to identify the active and potential users in the group, talk to them more often, and find common points. This can help develop the "koc" in the minds of users, or make users think that we are the same kind of people.

If there are common topics, there will be a further trust relationship, and the actions of the water army can further attract similar users, and the space for operation will become larger.

Key points of the script: "Water Army" role positioning; control of role-playing rules; "Water Army" heart-touching words; "Water Army" pick-up words;

The design of details requires the accumulation of multiple periods of experience and a true understanding of the users. Once it is properly grasped, it may be possible to smoothly increase the conversion rate to a higher level.

Sometimes you can adjust the questions in your speech based on the portrait of the potential user. The trick here is to explore the information of a type of user, and promptly tell this type of user's plight. The water army can speak out the plight of this type of user in the tone of real users, so that users can have a "false identity bias", taking advantage of the psychological resonance that humans have, and using emotional factors to pave the way for "empathy". When it comes to the conversion stage, users will think that if people of the same type as me can do this, then I should be able to do it too.

The same product, in different scenarios, will bring very different effects. What is touching is not the copywriting, but the scenes that can connect with users.

3. Personal side: Design caring and friendly speech

The first thing to emphasize in the marketing process is to avoid self-satisfaction. You must first understand the target users and their needs. Do a good background check, obtain as much user information as possible, and consider from the user's perspective what problems he is facing. What is the essential need? Use role-playing to think about user pain points and try various methods to dig deeper into user needs. Sometimes users don’t really understand themselves.

When the user "enters" the conversion pool, the operation has already begun to prepare for the future. Here is to establish basic trust with the user before the transaction. The operation staff must change the customer's mentality, create an atmosphere for conversation, sort out professionalism and trust, and do not go straight to the point. If the operation staff is too purposeful, it will directly reduce the user's favorability and lead to an increased defensive mentality among users.

First, sometimes basic needs can be discovered and cultivated.

Especially for the traffic that the company actively acquires, it is necessary to conduct one-on-one private chats with existing students in a timely manner to provide more precise services. Of course, this is only implemented under certain conditions, using differentiated services to encourage users to make purchasing choices.

*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:

1. Step 0: No awareness of need
2. Ladder 1: Aware of the need (but not aware of the solution)
3. Step 2: Find some solution (but not yours)
4. Ladder 3: Aware of a clear solution (but not yet aware of the benefits of the solution)
5. Step 4: Aware of the benefits (but not convinced)
6. Step 5: Believe and be ready to buy

Second, timely responses must be made during these stages of conversion services.

1. When users do not have time to experience it, we care about what problems they have encountered recently, remind them that the course has been unlocked and what problems the content can solve. More than 80% of students have started learning. After responding, find an opportunity to cut into other information and guide experiential learning.
2. When the user experience encounters problems and feels a little discouraged, care about the user's mentality. It is normal to find it difficult to learn new things, so don't be discouraged. It is normal to have difficulties. The teacher will assist you in making progress and help you answer questions. You will definitely be able to master it by following the learning progress and guide you to experience learning.
3. When receiving learning feedback, such as higher test scores, praise the user, saying that the classmate has strong learning ability, and that continued learning will lead to transformation; remind them that high scores are not common, and they hope they can continue to maintain this in subsequent tests, and there will be easter eggs to guide them in experiential learning.
4. When users have a good experience in their first few uses, based on the information obtained in the early stage, we should care about their lives and the joy that good experiences bring to their lives; remind them to seize the opportunity, as the courses will become more interesting as time goes on, but the difficulty will also increase, and encourage them to sign up.
5. When users actively praise/refer, care about the user experience. When users fully approve, remind them of the course registration benefits and encourage them to sign up.
6. 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.
7. 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.

4. Final

These are some thoughts on the "method" in the "Taoism, Magic and Law" of refined operations. I hope that all the partners in operations can benefit from it, that the content of education companies can be of higher quality, and that the learning environment of online education can become better and better. Welcome to communicate~

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.

I hope that the various methods of refined operations will not become the sickle for some "bad companies" to reap their profits.

Author: Jiao Xin🌤

Source: Jiao Xin🌤(jx612323)