Online traffic generation skills for training institutions!

Some time ago, I enrolled my daughter in a full-price class through Xueersi's lead-in class and experienced their entire conversion process. In this article, I will sort out Xueersi's standard pre-class warm-up process, and from a parent's perspective, tell how I was gradually trapped by Xueersi and decisively enrolled in a full-price class. I believe that these senses can give you a lot of inspiration.

Now let’s officially begin. Why do we need to warm up before class? In fact, the main purpose is to arouse students' interest in learning and complete the lead-in course on time and with quality. Only when this step is achieved can we talk about subsequent conversions. There are two difficulties in this process:

1. It is the children who learn and the parents who make the decisions. For younger students, parents play an important role in achieving the course completion rate. How can we arouse parents' desire to complete the course?

2. The prices of traffic-generating courses are mostly low, and users participate for a variety of reasons. For example, they may be attracted by prizes, or they may want to learn some skills in a short period of time and leave after learning, etc. So, how to continue to attract users?

Below I will use the example of chasing a goddess as an analogy. After Xiao Ming, a freshman, entered the class, he fell in love with the class beauty at first sight and made up his mind to pursue her. It is not easy for the goddess to change from being cold and indifferent to responding enthusiastically. Xiao Ming needs to arrange it carefully. In the process, Xiao Ming needs to arrange many key points:

Analogizing to the education and training industry, the process of parents changing from "indifference" to "enthusiasm" is actually the same. During this period, Xueersi set the following key points:

What is the effect? Let’s take a look at the comparison chart:

The picture on the left shows the situation when I just added the teacher on WeChat, and the picture on the right shows the situation after I have been spending some time with the teacher. My attitude has changed dramatically, from being indifferent and not reading the materials to actively praising the teachers and helping them to promote themselves. I have to admire the "power" of Xueersi.

How do they do it? Let me break it down for you one by one:

1. Help reserve a seat - join the group

Implementation time: Four days before the start of the course

When I first added her on WeChat, this Xueersi teacher sent me four messages, but I didn’t reply. Even after she sent me a link to join the group, I remained indifferent. I recalled that I refused to join the group for two main reasons:

1) There are too many groups, which has caused me trouble;

2) Isn’t there already a 1-on-1 teacher service? What is the necessity of joining this group?

It was not until later that the teacher emphasized to me the importance of joining the group: materials will be sent in the group, and if the children do not join the group, they will not receive the materials. Seeing this, I immediately joined the group.

What is the principle behind this? Li Jiaoshou, former vice president of Baidu, once said: Compared with gains, consumers care more about losses. In other words, if you tell users what losses they will suffer if they do not join the group, there is a high probability that they will join the group.

Many teachers complained to me: they sent a long message to parents, but the parents did not read it and replied, which made them very discouraged. At this time, you can change your way of thinking, perhaps you will gain new insights.

2. Help with meals - send out pre-class questionnaires

Implementation time: 4 days before the start of the course

The pre-class questionnaire here is for parents, that is, what problems do parents mainly want to solve when they choose to enroll their children in the induction class.

This questionnaire focuses on the pain points and needs of parents so that Xueersi can provide better targeted services and promote conversion in the future. The questionnaire covers the following areas:

1) Basic information of the child

2) The child is currently experiencing a relatively obvious and difficult situation

3) What are your questions about this course?

4) What problem do you want to solve through the course (the core selling point of the course)

5) Recognition of the Xueersi brand

It is worth mentioning that in order to improve the questionnaire completion rate and enhance user stickiness, Xueersi has explained the reasons behind some key questions. For example, in difficult situations, it has held parent-teacher meetings, laying the groundwork for the subsequent conversion to regular-priced classes.

This questionnaire also helped me gradually open my heart and build trust in Xueersi.

3. Sending back to the dormitory - follow-up information of the questionnaire

The next day after I filled out the questionnaire, the teacher sent me a set of application questions:

Although I didn’t do this for my child due to my busy work, this action further enhanced my impression of the teachers at Xueersi, and I no longer “read without replying”.

I have conducted many user surveys myself, but I have never taken the step of providing users with quick feedback based on the survey results. It really proves the saying that excellent people/companies always put the work first.

4. Chatting on the phone for a long time: Evaluating your child’s academic performance

Implementation time: 2 days before the start of the course

In order to further attract parents' expectations for the lead-in course and pave the way for subsequent conversion to regular price, the teacher sent me a learning assessment on the second day before the course started:

Everyone noticed a detail. In order to encourage students to complete the assessment, Xueersi set up rewards: 50 gold coins and an exclusive certificate. This is undoubtedly attractive to children. But as we all know, education and training is an industry where customers and users are separated, and children of a younger age are heavily dependent on their parents to complete online courses. Therefore, how to urge parents to help their children complete the assessment is the key to this link. Guess how Xueersi did it?

That’s right, the parents’ WeChat group comes in handy. After completing the assessment, parents will be reminded at the end of the page to share the assessment results to the WeChat group. In this way, a screen-sweeping activity started in the group. At the same time, the teacher will regularly report in the group which children have completed the assessment, comment on each child, and display the assessment certificates.

For users like me who are difficult to deal with, that is, users who are slow to do the evaluation, the teacher will have one-on-one communication with them. For example, tell me that my child is the only one in the class who has not taken the assessment. There is no harm without comparison. Driven by internal and external pressure and curiosity, I asked my child to complete the assessment and took the initiative to ask the teacher what level my child's score was in the class.

Did you find it? This was the first time I took the initiative to interact with the teacher. Xueersi cleverly applied the psychology of parents who like to compare and are afraid of losses , and successfully aroused my desire for interaction. Next, I will urge my child to complete the drainage class seriously.

Do you think it ends here? Xueersi’s thoughtfulness has reached an “abnormal” level. Next, this teacher not only commented on my child, but also sent me a video she personally recorded to explain the wrong questions and core knowledge points, which made me feel very warm.

5. Gift giving - pre-class lecture

Implementation time: The night before the class starts

One day before the formal start of the lead-in course, Xueersi will invite students and parents to participate in the pre-class lecture. The main content is divided into the following parts

1) The teacher introduces himself/herself;

2) Common problems faced by children at this stage and their solutions (i.e. the pain points that parents filled out in the questionnaire);

3) The current key points and difficulties of this subject, and share some clever calculation and memory tips

4) Preview the learning content of the trial class.

What are the benefits of doing this? The first is to let students and parents get familiar with this class format in advance, and the second is to whet the appetite of parents and make them look forward to the next induction class to ensure the completion rate.

6. Arrange an appointment - learning method

I accompanied my child carefully to complete this pre-class lecture, and I gained a lot from it. It helped me find out why my child's mathematical thinking could not keep up. At the same time, I learned some clever memorization methods from the teacher, such as the "unit length finger memory method." These methods were unheard of when I was a child and were not taught by my child's public school teachers. I think the 9.9 yuan traffic generation course is worth buying! At the same time, the teacher also told me that he has many such little methods, which made my child and I look forward to the upcoming drainage class.

It is worth mentioning that the academic affairs teacher also live-broadcasted the entire warm-up class in the group with text and pictures, making it convenient for parents who did not attend to quickly review it. At the same time, it also makes it convenient for me to collect useful information and accumulate learning materials for my children. I have to sigh at the "devilish" details of Xueersi.

The above is the pre-class warm-up process of Xueersi. Finally, let me give you a summary. If you want to do this link well, you need the following cooperation:

1) Teaching department: assessment of learning status and explanation of each question

For teachers, setting and marking papers are difficult problems, which can be achieved with the help of gadgets. In the school manager system, there is a star assessment tool that can quickly compile questions through the question bank, and can also automatically mark the papers and generate intelligent assessment reports, which greatly reduces the worries of teaching teachers and makes the assessment process more professional.

2) Marketing department: design questionnaires to investigate parents’ needs and pain points, and provide corresponding information for these pain points;

3) Operations department: They need to come up with standard community scripts, such as inviting people to join the group, sending out questionnaires, sending out academic assessments, and providing answers after the assessments.

4) Teaching department: warm-up course design

You may feel a headache after reading the above content, but have you noticed that these starting points are all based on user needs and provide solutions. There is a saying that goes, there is no road in this world that leads to sincerity, because sincerity is the road. As long as we stick to the original intention of education and serve students and parents wholeheartedly, every step you take will count.

Author: Auntie Cai

Source: Caidama