Online education: 3 high-growth traffic conversion models

The article summarizes the common conversion models of online education , which mainly include three modes: 0 yuan trial class + telephone sales follow-up, free open classes + community live broadcast transactions, and low-cost training camps + unified class services.

For a long time, most people observing the online education industry often ask two questions: How to attract new users? How to cash out? As an industry insider, especially my experience in operations tells me that more attention is paid to attracting new customers than to monetization. The reason why many operators can't help but place orders when they see courses such as "Teach you how to increase followers through short videos in 60 minutes" and "Learn how to attract traffic to public accounts in 10 lessons" is that attracting new customers is a strong and rigid demand for both individuals and companies.

However, those who work in growth will understand that the growth of paying users is the key, and it must be large-scale growth. After all, attracting new users is only the first step, and the most important step is how to convert them. Moreover, many people will choose to try paid promotion. It is also a problem how to guide these channel users to buy products in order to offset the costs paid.

It can be said that attracting new customers and monetization are equally important, but we seem to overemphasize the former, while the latter may be a problem that needs to be solved more. For online education, the key to solving the monetization problem lies in two points: one is the conversion product, and the other is the conversion method. I combine them into one word - conversion model.

Today’s article will introduce the commonly used conversion models in online education, hoping to give some inspiration to my colleagues.

Model 1: 0 yuan trial class + telephone sales follow-up

The first conversion model commonly used in online education is the telemarketing model. In the marketing and customer acquisition model of traditional educational institutions, telemarketing is the most core means, because it has simple logic, is easy to implement, and has visible results. As long as a steady stream of user leads can be obtained, growth does not seem to be a big problem.

The operation process of the online education telemarketing model is as follows:

The first step is to obtain user leads . Whether it is an online one-on-one or large-class course, the way to attract users to leave clues is to package a free course, called a trial class. The underlying logic is the psychology of reciprocity. As long as there are users in need, they are likely to make an appointment to register in the product delivery channel because it is free and compared with the original price of the package.

The second step is to contact users to take classes . This link is where the product itself influences users, and it depends on the degree of polishing of the product by online education, such as whether the teacher training is in place, whether the teacher's teaching is solid, whether the teacher's service is timely, whether the live broadcast experience is stable, etc. Sales only need to contact and track to ensure that the scheduled users attend on time.

The last step is conversion of returning users . The purpose of a trial class is to influence user decisions through product experience, but the success rate is not high. Sales are needed to provide classroom feedback and use communication to increase conversion probability. The best way is to take the classroom inspection report and communicate with users about any problems that arise, thereby guiding demand and confirming intentions.

In fact, under the condition of stable products, the main links that affect telemarketing in promoting scale growth are lead acquisition and return visit conversion . The core of the former is to optimize investment through careful channel screening and marketing packaging, while the latter relies on standardized management of sales actions to reduce operating costs. The author believes that the latter is the most easily overlooked issue and is also a key to whether the model can work.

Here we only provide one idea: break down the follow-up process to the extreme , clarify the purpose and underlying logic of each step, and use the above content as a training course to empower sales, or even make it into a speech template, combined with the detailed assessment indicators when breaking down the process, to form a standardized management model. As long as this management model comes out, the probability of the telemarketing model running smoothly will be greatly increased.

Model 2: Free public classes + community live broadcast transactions

The second conversion model commonly used in online education is the community live broadcast model. The logic of this model is also very simple, that is, to form a large number of communities through traffic pool strategies , and then place live broadcast links in the groups to guide users to register for live open classes to obtain leads and complete conversions during the live broadcast process .

Many people may think that this is not a conversion model but a traffic model because you have to form a large number of groups. From this perspective, this is indeed the case because you focus all your energy on how to build groups. But the reality is that with the help of operational tools such as robots, as long as there are stable channels, building a group is a matter of minutes, and it should even be done by a pure traffic team. Moreover, from the perspective of conversion, the community is just a place, and live streaming is the key , because it converts traffic and influences transaction decisions by having users watch live streaming.

Therefore, in the community live broadcast model, we must pay attention to the general logic of live broadcast conversion: raise the problem -> point out the pain point -> give scientific examples -> provide methods -> user proof -> explain the selling point -> guide registration.

Among them, asking questions is to attract the attention of the live audience, and often starts from common scenarios; pointing out pain points is to awaken the audience's desire to listen, and an effective way is to put forward subversive ideas; scientific examples and methods are given to build the audience's trust, that is, to reinforce the ideas put forward and imply that there are better solutions, which are the products to be sold; as for user proof, elaborating selling points and guiding registration, they are all to further reduce user doubts and encourage action.

In addition, for social media live streaming, the people doing the live streaming are the key to conversion . The logic is the same as that of live streaming by internet celebrities. The more famous the live streamer is and the stronger his IP is, the greater the probability of a deal being made and the more orders will be placed.

Although they cannot easily sell goods worth over 100 million yuan like internet celebrities such as Li Jiaqi, Viya, and Simba, if online education wants to sell courses through live streaming, the teaching resume and teaching ability of the live streaming teachers must be solid, that is, they must be famous teachers. By allowing students to feel the charm and strength of famous teachers when watching live streaming , it will also be an improvement to the brand and can invisibly reduce many cognitive barriers of users. As for this point, you can understand it by watching a certain class.

Model 3: Low-cost training camp + unified class service

The third conversion model commonly used in online education is the low-cost training camp model, which has only become popular in the past two years, mainly due to the 9 yuan/49 yuan investment war among K12 online schools and the popularity of paid financial knowledge products.

The figure below shows the operational process of the low-cost training camp model. Since the author has published articles to analyze it many times, I will not repeat it here. In fact, you can clearly find that the essence of conversion of low-cost training camps is high-quality content and community operation . There is no need to say much about the role of content. It mainly depends on the performance of the main teacher. In addition, the conversion rhythm is designed according to the activity of the community.

In fact, there are many types of communities, one of which is traffic type, product type and organizational type. The community built around paid courses is a product-based community , which needs to provide stable and high-quality content and services to satisfy users. It can be said that this is a relationship model based on demand and trust.

Since product-based communities are relationship models based on demand and trust , it is very important for low-cost training camps to know who will manage the community. This role is mainly performed by the class teacher/tutor, who will establish class communities and provide unified services to class users. This is actually a key to running the training camp conversion model.

In the past, we paid too much attention to what actions the community itself should take. These "technical" things are easy to figure out, such as when to give reminders and compliments within the group, when to promote courses, and when to follow up in private chats. After all, you have to make an SOP to guide the head teacher/tutor to carry out operations and conduct inspections based on relevant indicators, but this can only guarantee the basic conversion rate. The core is to train the people who operate the community and teach them to communicate with users sincerely.

This may be difficult for many people to understand, but if you have worked as a tutor or have come into contact with front-line community sales staff, you will understand why some people have high community conversion rates and why some teams have good renewal results. It is because they have their own methods of communicating with users, and the underlying logic is to sincerely serve and help users solve problems.

Therefore, if you can turn this into a training course, or even a standardized empowerment tool, combined with content from famous teachers, your training camp conversion model will have a chance to work. Otherwise, it will have no long-term value and significance for growth.

Summarize

Some people think that a conversion model is just about providing a product and then working out the details to implement it. However, sometimes a conversion model involves not only products and details, but also management, especially the management of people who undertake conversion tasks. It helps them understand the significance of doing this and what value they can provide to users. This may be more conducive to growth.

Sometimes we have to remember one thing: no matter what position you are in online education, you must be in awe of education and work hard to learn to understand education. If every employee of an online education company understands and loves education, I believe users will choose it.

Author: Dugu

Source: Dugu bacteria