2019 can be regarded as the first year of community transformation, and all educational projects have begun to plan for community transformation. It seems that the conversion of educational communities is traffic - community services - conversion, but the conversion effects of each company's communities vary greatly, ranging from 1% to 40%.

Social media conversion seems mysterious. What secrets are hidden behind each company’s conversion rate? Let’s analyze them one by one.

1. Before starting the education community transformation, you must understand the community user map

Education community conversion is a labor-intensive industry. Before starting to analyze and compare the community conversion rate, we must understand the entire user map process of users in the education industry in order to turn education community conversion into a science.

Users will go through five stages when using a product: seeing the introduction - understanding the experience - paying to learn - sharing - in-depth recommendation. The focus of our discussion today is on the three stages of seeing, experiencing, and paying.

A high-conversion social product must rely on the complementary development of traffic, experience building, and payment building.

Many cases of community conversion even play a role in the mythical community itself. If a project really wants to become bigger and stronger, especially a community conversion project, an open-minded view of the three aspects of traffic, experience construction, and payment construction can truly restore the essence of the community's high conversion rate.

In line with the above article "365 days of entrepreneurship, my thoughts on how to acquire 1 million to 10 million in revenue through the WeChat ecosystem for education projects", the comprehensive construction of the three core factors of community conversion is different in each revenue stage of the project.

2. Traffic is a key factor for high conversion in educational communities

Taking the traffic of WeChat ecosystem as an example, the sources of traffic conversion for educational communities are: information flow, official accounts, distribution channels, referrals, and fission activities.

If we look at traffic from different perspectives:

1. Compare by accuracy: referral > public account > information flow > distribution channel > fission activity;
2. Comparison based on traffic efficiency: information flow > public account > distribution channel > fission activity > referral;
3. Compare by cost: information flow > public account > distribution channel > fission activity > referral;
4. According to different comparison dimensions, we can see that referrals are definitely more accurate than other traffic. Referrals are a very important and critical link in education projects.

From the perspective of traffic efficiency and cost, the ranking is basically the same, which is also in line with the actual market situation, that is, efficiency must be related to cost.

In addition to the dimension of channel sources, traffic also needs to consider the cost paid by customers to join the trial course. Currently, the mainstream trial courses are as follows:

1. Free trial learning: Joining the course is free (this is a common setting for early childhood English);
2. 1 yuan paid learning: joining the course costs 1 yuan (usually a 2-3 day live experience class for K12);
3. 9 yuan paid course: 9 yuan is required to join the course, and a gift package is given (usually a 5-day live course for K12);
4. Pay 49 yuan to learn: Join the course and pay 49 yuan, and receive a gift package (usually a 10-15 day recorded programming course).

For different trial class costs, education companies generally make different arrangements based on channels. Common channel*price arrangements are as follows:

1. Free trial learning: fission activity*referral;
2. 1 yuan experience learning: fission activity * public account * referral;
3. 9 yuan paid learning: public account, distribution channels, information flow, referral;
4. Pay 49 yuan to learn: official accounts, distribution channels, and information flow.

According to some educational enterprise projects observed by Yifan, the traffic conversion rate of channel*price will have the following comparison:

9 yuan experience learning*referral>49 yuan paid learning*public account>49 yuan paid learning*information flow>49 yuan paid learning*distribution channel>1 yuan experience learning*fission activity>free experience learning*fission activity

To summarize this section:

1. The traffic formula of the key factor of social conversion: social traffic = traffic channel * user experience cost;
2. When we look at the community conversion rate of a certain case, the first background we need to understand is what the traffic channel and user experience cost of your community are. It is a scientific assessment to compare the conversion rate with the same traffic channel * user experience cost.

3. Experience of the key factors for high conversion of educational communities

When Yifan is communicating with some educational projects, once they hear that your project community conversion rate is 25%, the other party's eyes will light up and they will ask how your community is done.

This is a common misunderstanding of the key factors of community conversion. Yifan believes that there are two very important parts in the educational community conversion experience: product learning experience and learning service experience.

1. Product learning experience

It focuses more on what users feel when they use and learn Internet products.

For example: whether the course is interesting, whether the software is smooth, whether the course arrangement is reasonable, whether the children have external effects after learning, etc. Yifan believes that product learning experience is the core of community conversion, and good products determine high conversion rates.

2. Learning service experience

More attention is paid to the part where users are exposed to the services of the company's community teachers. What users feel is: the teacher's exclusive solution to my problem, the overall learning situation of the community led by the teacher, and the power of role models that users see through the community. Some communities also join the teacher's live broadcast. The core of these are all to supplement the incomplete product experience.

In community conversion: first look at the community’s standard SOP, and secondly look at the sales professionalism of the community salesperson. A conversion rate of 60% depends on the standard SOP, and the difference in conversion rate depends on the sales professionalism of the community salesperson.

In addition to the product learning experience and learning service experience, users will also pay attention to the consistency between the educational product advertisement and the actual product experience. Because more and more products are converging, they will also consider the differences brought by different R&D teams for the same product.

With an understanding of the core content of the experience link, let’s take a look at what data we should pay attention to in the experience link to timely optimize the results of community conversion:

1. User product experience: check-in rate for each class, learning completion rate of each link in each class, and conversion rate of users with each check-in duration;
2. User service experience: pre-communication rate, daily learning question-answering rate, and conversion response rate.

The high conversion rate must be the result of high user product experience * high user service experience. After understanding the key factors and key data models, you can find the points of differentiation from competitors or the points that need to be strengthened by comparing your own projects. This is the formula of mechanism experience:

User experience = product learning experience * learning service experience

To summarize the core points of this article:

1. When the traffic sources are the same, the key to finding the difference in social network conversion rates is to find two key factors of user experience: product experience and service experience;
2. The optimization of product learning experience and service experience requires key core data for monitoring. By finding the control points of key core data, we can find the core optimization strategy for high community experience.
   Regarding the design of the ultimate learning experience, we will introduce and analyze it in a separate section on learning experience design for high-conversion community products.

4. Payment is a key factor for high conversion in educational communities

Payment is the last step in the transformation of educational communities and it is also a crucial step. However, without the construction of traffic and user experience, the sale will have no fundamental meaning and will not have good results.

In today's era of homogeneous social media conversion, there are very few new social media conversion methods, and everyone basically relies on scientific sales traffic.

Currently, the most common method in social marketing is wave-style sales, which consists of three steps and one continuous process:

1. Build momentum : Before the official group purchase, successful students’ cases are usually used as an introduction to tell the students that the product is good, and the approximate pre-sale time is introduced using the water army number. This period is the key period to arouse consumer awareness, and is usually achieved in conjunction with product experience and learning services;
2. Pre-sale : Currently, community products are generally group-buying activities that allow users to make reservations and grab gift packages. The more reservations you make, the more gift packages you get. This determines the user's desire to buy, and the pre-sale stage is to solve the user's questions about the product.
3. Release : This stage is generally a limited-time and limited-amount group purchase. The key point is to arouse the collective purchase power through the fierce group purchase atmosphere and improve the overall community conversion;
4. Countdown continues : The countdown strategy will still be used after the sale, from the sale to the end of the community course, to improve the overall conversion rate of the community.

In the entire wave of sales, Yifan believes that there are two very important points that deserve everyone's attention:

1. Sales Q&A during product promotion and pre-sale: This is the key to community conversion and building core barriers. A good learning service or sales team, the consistency of customer Q&A ability determines the lower limit of the team's overall sales conversion rate. The upper limit is the performance incentives of the conversion team and the management ability of the second-level supervisor after the overall standardization of the team;
2. Promotional plan design for community group purchases: A good promotional plan has better conversion results, such as group purchases or coupon purchases, the delivery of gift packages, and the implementation of time-limited and quota-limited strategies

Finally, let’s summarize the core content of this article:

1. Don’t just focus on conversion methods when it comes to social media conversion. Look at it scientifically from the three levels of traffic, experience, and conversion.
2. The traffic of high conversion in social media includes two core factors: traffic source and user experience cost;
3. The high conversion experience of the community includes two core factors: product experience and learning service experience;
4. The high conversion rate of paid social media includes two core factors: standardization of sales FAQ and creation of wave-like standard SOP for sales.

Once you understand the three key factors of community conversion, you will have a correct understanding of the high-conversion communities in the world. Don’t worry about your low conversion rate, don’t exaggerate your high conversion rate, and pay more attention to the overall strategy and plan for community conversion.

I believe that only with such a change in awareness, the community conversion of your project will have better results than others.

Author: Yifan

Source: Yifan