Methods and strategies for creating hit events!

When user characteristics are strong, fine-grained operations are the key to achieving high conversion rates. So, what methods should we use to complete refined operations?

1. User analysis

1.1 Defining Users

The first step is to define users, clarify user composition and draw user portraits, so as to formulate targeted operation strategies. Taking the online roundtable activities as an example, we mentioned in the previous article that the students participating in the online roundtable activities are all from the overseas alumni group. By filling out the registration form, we screen out the third-year students who have a strong desire to study abroad and the first- and second-year students who are very interested in a certain major. After clarifying the user composition, we need to think about and analyze the characteristics of these users to define them.

For example, most of the third-year students have already made up their minds to study abroad and are making a series of preparations. Some students who are progressing faster are in the process of consulting institutions. Therefore, we can define these students as those who have clear goals but insufficient information.

1.2 Think about user pain points and clarify user needs

After defining the users, explore their pain points and needs. Thanks to the user interviews I have been doing, after drawing up the user portrait, I can quickly extract the needs of this target group from the previously broken down interviews.

For this target group, we need to know:

1. What problems do students encounter when preparing to apply for studying abroad?
2. What are the main issues that students consider when choosing an institution?

In abstract terms, the problem faced by this group of users is information asymmetry. The existing information they have access to cannot solve their current doubts. This is also the main point we can focus on when thinking about how to promote this event.

After clarifying the user groups and needs, we can design the entire activity process and private chat conversion language in a targeted manner.

2. Activity breakdown

2.1 Process Thinking

Process thinking is a very important way of thinking when designing an event or disassembling and reviewing it. After getting an activity plan, first go back to the process, sort out the entire problem, and then return to the process to find a solution. This is the core thinking for a successful activity.

In addition, the following three questions are what we need to think about first when we get a specific problem:

• What are the goals and results I want to achieve by doing this?
• What is the whole process from the beginning to the end of this matter, and what are the main links?
• What we do at each stage can help us achieve our ultimate desired goal.

For example, in the online roundtable event, my goal is to double the lead conversion rate to 40% compared to the overseas study alumni association project through refined operations. To achieve this goal, I organized the user process from signing up for an event to the final private chat conversion according to the above figure, and extracted the following main links: registration, question collection, event participation, and private chat conversion.

After summarizing the main links, think about each link, such as how to increase the registration rate of the event, how to increase the participation rate of the event, how to collect effective questions, and how to achieve targeted private chat conversions. After listing the existing problems, how do we propose solutions?

2.2 Solution and Optimization Iteration

After discovering the problem, data analysis is the most important step to come up with the right solution. Refined operations are driven by data, and proposing solutions or optimization strategies based on data is our overall thinking.

For example, during the registration stage, we need to count and analyze the event registration rate. The initial registration rate for the event was only 30%. I found that students registered through the administrator's event notice in the group. The problem with this method is that students may miss the event notice because they do not pay attention to the information in the group in time, or students may be averse to replying to the registration request in the group and do not register.

In response to this situation, the optimization plan I proposed is to privately announce and register for the online roundtable event when inviting classmates to join the group. After optimization, the event registration rate reached 62%, which also provides a guarantee for us to screen more accurate user groups.

2.3 What kind of scenarios and user experience should be created

2.3.1 Scenario Analysis

When analyzing a scene, I usually think in terms of people, events, and objects. By deducing these three dimensions and connecting them logically, we can analyze the appropriate scenario.

Let’s talk about people first. This dimension mainly looks at who our activities are targeting and what characteristics these people have. This has been mentioned in the user analysis in the previous section.

Let’s talk about the purpose of these users participating in the event and what problems they want to solve. For example, students participate in activities to get more answers to questions they care about, and they want to learn more information.

Finally, let’s talk about things, that is, what things we can use to connect people and things, so that these people can achieve their goals through this thing.

Back to the online round table, we analyzed the people and things, and let the guests answer questions for the third-year students who have a strong desire to study abroad through the live broadcast platform, and provide information transmission. This scenario was naturally deduced.

2.3.2 Thinking about User Experience

The ultimate goal of our activities is user conversion. The simplest logic for improving user conversion rate is that the better the user experience when participating in an event, the higher the probability of being converted. Therefore, looking at the entire activity from the user's perspective and finding the points that can bring high-quality experience will be very helpful in improving the subsequent conversion rate.

In the previous session, we mentioned that students come to participate in activities to solve doubts and collect information. Therefore, creating a comfortable communication environment where students can speak and express themselves at any time can bring them a good experience.

In order to achieve this, after 4 events, I changed the event live broadcast platform from Duobei Cloud to Classin. This helped students realize their needs for real-time communication and greatly enhanced the sense of participation in the event, and no longer favored the online live lecture model.

In addition, collecting questions before the event begins and allowing guests to have one-on-one discussions with students during the event through these questions will also make students feel that they are being cared for and enhance the event experience.

3. User conversion under refined operation

3.1 Classify users

Based on user behavior in the activity, such as the number of questions asked, whether voice speaking is used, whether participation in interaction is achieved, etc., users are divided into active users, ordinary users, and lurking users. Then, targeted private chat conversions are conducted based on the different situations of each type of user.

For example, active users may have asked many questions and interacted with guests at the event. We can determine the user's current situation based on the questions they asked, and ask questions and propose solutions based on the situation.

As for lurking users, we need to dig deeper into their needs based on the information they provide in private chats and propose solutions.

3.2 User willingness to pay

Another issue that needs to be considered is the ultimate willingness of different types of users to pay. This can be determined during private chats, and this willingness is also the basis for us to divide sales leads into different levels.

Under normal circumstances, willingness to pay is ranked according to user type as follows: active user willingness > ordinary user willingness > lurking user willingness. To increase users’ willingness to pay, logical guidance is needed in private chats. My SOP during private chats is to raise questions - create panic - cause conflicts - propose solutions - recommend services.

Through refined operations, the final overall conversion rate of the 20 online roundtable events reached 41.8%, the single-event conversion rate was optimized from the initial 14% to 52%, and the customer acquisition cost was controlled at 84 yuan/leads.