Review: A traffic-generating course with a conversion rate of over 35%

The author reviews a training camp project in which he participated and led the entire process, and explains his understanding of the format of the lead-generating courses, the operational details therein, and the corresponding solutions.

The following is a review of a recently concluded lead generation boot camp.

In this training camp, I truly participated in and led the entire process, from course content, course manuscripts, course packaging, course positioning, course system, course promotion, teacher cooperation to the final course revenue.

I prepared for nearly a month. Before that, I also tried to learn from the "long-term investment" version of the operation method, but I felt that it was not suitable for me.

Today we will review the results of this training camp after its first improvement.

background

• Camp name: [7-day financial training camp for beginners]
• Suitable for users: Users who have no basic knowledge of financial management or have experienced financial losses
• Price: 9.9 yuan
• Course content: Sharing financial thinking, insurance, funds, stocks, treasury bond reverse repurchase, convertible bonds, new stocks, treasury bonds and other currently more common financial investment methods
• User source: Own APP and public account registration

In the current field of knowledge payment, there are several very effective ways to attract new customers, such as open courses, and conducting traffic training camps. But not every course can be used as a lead-generating course. You spend a lot of effort to make a self-congratulatory course, but the resulting data slaps you in the face.

To run a lead generation training camp or a lead generation course, I think there are 6 elements that need to be met.

1. Urgent need

In each category of courses, you can find a urgently needed one that can directly hit the user's pain points. For example, in the investment field that I’m working on now, financial management is one of them; for example, in the emotional field that I’ve worked on before, finding a partner in a relationship is one of them.

2. Volkswagen

This should be easy to understand. Ordinary people can accept it, understand it, and have a low learning threshold.

Therefore, the reason why many of our lead-generating course titles are such as “Zero Foundation”, “Introduction”, “Newbie Learning”, etc. is to make more people understand them, so that everyone is more willing to participate.

3. Low Price

The prices here are low, for example, 1 yuan, 9 yuan, 9.9 yuan are all acceptable, and some traffic-generating courses are even free.

In fact, don’t worry too much about whether it is free or paid. Pricing it at 9.9 can screen out users who are trying to get something for free, while pricing it free may have a slightly better effect in attracting new users.

It is recommended to choose paid or free based on the channel.

For example, my current course combines the 9.9 yuan + free format to attract new users, depending on which platform we use to attract new users.

For example, email marketing will be free because the users are strangers and this is the first contact, so the free format is more conducive to everyone's acceptance.

On our own platforms, such as APP or official accounts, we have more initiative and will adopt a paid approach.

The three things I mentioned earlier, rigid demand, mass popularity or low price, actually all affect the results of attracting new customers.

4. Good experience

A good experience is reflected in the following two aspects:

One is the user purchasing experience process.

Regardless of whether you are paying or free, the process from the user seeing the course, to purchasing, to taking the class must be very comfortable. It depends on whether the user can complete the conversion on the same screen, whether the connection between each click is smooth, etc.

Therefore, when doing the process, always stand in the user's perspective. How to stand from the user's perspective? Just go through the process yourself as a user, and also ask your colleagues/friends who have no knowledge of this to go through the process as well. Basically, you will have passed the process. This experience directly affects the admission results of our training camp. The admission rate is a very important indicator, which I will talk about next.

Another thing that will give the user a good experience is the teaching service.

Teaching services are equivalent to the administrative logistics of a school. For example, in a training camp, whether there is a lot of interaction with everyone and whether questions are answered in a timely manner will affect the conversion to payment.

5. Practical content

This is directly related to the quality of the course and the professionalism of the instructor. I think a very watery course should not be used for a traffic training camp, as it has little effect on conversions.

It must contain real content that solves the pain points that users have in mind when purchasing the course; and the tutors must be very professional in this field, rather than a large number of half-baked tutors who suddenly appear due to the rise of paid knowledge. This won’t last long, you can only harvest the first wave of leeks.

Practical information has a great impact on our paid conversions.

6. There is a closed loop

The one I’m going to save for last is the one I personally think is the most important. If this element is missing, even if you meet the other elements, I would advise you not to do the training camp.

This element is the closed loop. A qualified lead-in course must have a closed loop.

Before doing the lead-in class, everyone should think about whether you have a complete course system now.

The reason why it is called a traffic-generating course is that the positioning of this course is to bring us traffic. This course is definitely not for revenue, but to let more people know us. Then, we let some students pay for our high-priced courses, thereby converting traffic into revenue.

Therefore, attracting a wave of users from paid/free services → marketing through the training camp model → converting this group of users into high-paying users is a closed loop.

What needs to be noted here is: when you have a high-priced course, you can determine the theme of your lead-in course based on it. This will ensure the relevance of the content of the lead-in course and the high-priced course, and the conversion process will be smoother.

Some people may think, I don’t need to convert them into paying users, I just want to circle them first, and then when we have other products, I will promote them in the community. Those who say this probably don’t know how hard it is to run a training camp. Just think about it, after the course is over, how much vitality does a group have left there?

Now the best lifespan of a community is 7-10 days. If you wait a few months before promoting the course, it will probably be a dead group.

Strike while the iron is hot, and sell courses early.

Self-Test

The "7-Day Newbie Finance Training Camp" I created just meets all the above elements:

• Financial management is becoming more and more a necessity;
• It is very popular because even novice users can understand it.
• You can join by paying 9.9 yuan;
• A good experience is a must;
• We invited the top three insurance, fund and stock teachers in the external market (I have taken classes from each teacher several times, and from a user's perspective, the teachers are really professional).
• There is a closed loop (not just one advanced conversion, I also designed 5 conversion points).

Target

How to run a training camp?

I used the word "good" in it, what is good? Everyone's definition is different.

Especially when we run training camps, to judge whether a training camp is good or not, we need to rely on data to verify it.

The first data indicator: purchase rate/joining rate

If your lead generation course is a paid one, then it depends on your purchase rate. If it's free, it's the join rate.

Among the several factors I just mentioned, there are two factors: rigid demand and the general public. These two are equivalent to themes, which means that the theme of this traffic-generating course will largely affect the purchase rate/joining rate of your traffic-generating course.

My purchase rate target: between 150-200 people.

The second data indicator: group entry rate

A lead-in course/training camp must be coordinated with the community, so there is a group entry rate. The rate of joining the group depends on how many users you can reach.

For example, if you have 100 people who have bought, and the joining rate is only 70%, then your reach number is 70, not 100. This is the same as purchasing volume. Of course, we hope that more people will join the group. The larger the base, the greater value will be created.

Of course, the rate of joining the group has a lot to do with your sales channels. For example, if you are selling courses in an APP, you can send a strong PUSH through technology/product means after payment, then the rate of joining the group will definitely be extremely high.

Or you can sell courses on WeChat official account and develop a set of H5 pages yourself, the joining rate is also very high.

My group membership target: above 95%, preferably 100%.

The third data indicator: conversion rate

Here we have to talk about the universal formula for sales: Sales = traffic * conversion rate * average order value.

Because in this article I am only sharing with you the conversion rate, so I assume that the traffic and average order value are fixed.

In addition to looking at the conversion rate, I usually also look at the average value of each user. The average traffic user value = total revenue of the training camp/total number of people.

Why is individual user value also important?

Because it determines whether your thing can be replicated like a template and whether you can do external promotion.

My average traffic user value target: no less than 100/person.

result

There were a total of 176 people in this traffic training camp, with a total sales of 23,000, and the value of a single traffic user was 137.

There are 5 revenue conversion points in 7 days (including weekends, almost 10 days). It is not convenient to disclose them, so I will just use letters to replace them:

• A’s conversion rate: 19% (conversion started on the first day)
• B’s conversion rate: 35% (conversion started on the second day)
• C's conversion rate: 6% (conversion started on the third day)
• D's conversion rate: 5% (conversion started on the fourth day)
• E's conversion rate: 1% (conversion started on the fourth day)

There is a significant increase in price from A to E: from free to 1799 yuan.

This is very different from the general conversion of traffic training camps: a general traffic training camp only needs to convert to one course, which means there is only one conversion goal.

This training camp has several conversion goals. In the entire 7 days (10 days in total including the weekends), 5 conversions are required, an average of one conversion per day. Therefore, I cannot compare this result with others to see if it is good, because there is no way to compare.

Results Analysis

Purchase rate analysis: Because I am still in the internal testing stage, and each group is determined to be no more than 200 people, so this goal is relatively simple for me. I will directly launch it on my own APP and official account. There is no method worth mentioning, so I just filtered it out.

Analysis of group entry rate: I took out the group entry rates that were not performed well before for comparison (taking Xiaoetong as an example).

45% user entry rate process:

First of all, you can find 9.9 courses on the official account. Then, click the menu bar to jump to the course details page, click to purchase and pay, Xiaoetong will automatically jump out of the course page after payment, and you can see the course catalog after clicking.

The process of group entry rate above 95%:

Let’s take a look at the prompt rate from 45% to 99%. What actions did I take?

First of all, you need to know what is controllable and what is uncontrollable in the entire process from the official account to joining the group.

What are uncontrollable are: the payment process, and the process from payment to entering the course, which is a fixed process for WeChat and Xiaoetong.

The controllable items are: the official account menu bar, the course details page, and entering the course catalog page before payment.

So, what actions did I take in the controllable process here?

1. I put the lead generation course/training camp in the most obvious place in the menu bar so that users can see it at a glance;
2. A course Q&A module has been added to the details page: it tells everyone that we are a course + community, how to join the group to study, etc.
3. I asked users to add the class teacher's WeChat ID directly, and then used WeTool to tag the WeChat ID. Then I used WeTool's "bulk group invitation" function to send the group link to all registered students in a private message.
4. After purchasing, you will be taken directly to the catalog page, where I have only put one piece of information: Things to know before learning.

You can ask yourself, after purchasing a product, you see all the courses and there is a notification asking you to join a group.

Also, after purchasing a product, you cannot see the course, only a notification to join a group, saying that you will be informed of class information after joining the group.

Which of these two would motivate you to join the group more? It's definitely the latter.

Because no matter whether you are attending for free or paying, you are here for the purpose of taking classes. There are no courses here, only notifications for joining the group. It is likely that no one will miss it and will join the group according to our prompts. And there are two more steps, I didn’t take screenshots here.

Before the class starts, I use the PUSH function of Xiaoetong to send one or two notifications to students who have purchased the course. Xiaoetong is connected to the official account, and Xiaoetong's course push can be sent directly through the service account, so that users who were not added for the first time can be won back.

Although I have sent group joining notifications to everyone, there are still more than 10% of people who have not joined the group before the class starts. I use the "bulk group invitation" function of wetool to send an invitation link and group joining script to the people under the label again. Just remember to block those who are already in the group.

What I want to say is: the group admission rate from 45% to over 95% is not due to any single correct action, but is the result of the sum of all the actions here. For example, when everyone looks at the course details page, a shadow has been buried to let everyone know that this is a community-supported learning platform.

Secondly, be fully prepared by adding a personal account. If the rate of joining the group is low, you can use the wetool function + personal account private message to actively remind.

Finally, after the purchase, only one connection point is left with the user, forcing him to join the group; then, through PUSH before the class starts, the lost users are brought back.

Conversion rate analysis

The training camp is a very detailed operation process. Almost every step, from adding friends to the final disbanding, has more or less impact on the conversion rate.

There is no fixed value for conversion rate, so don't take it personally.

This is also affected by the price of the course. If your high-priced course is only 200-300, then your conversion rate will be relatively high. If your revenue class is above 1,000, then the conversion rate is relatively low.

So, don’t compare yourself with others, just compare yourself with yourself.

Here are a few points that I think have a very important impact on conversion rate in practice:

1) Conduct an entrance test and user tagging before the start of the school year to understand the general background of this group of users

First of all, the entrance test questions you prepare are very important. Here are a few key ideas for making questions:

Do not exceed 10 questions. Too many questions will make your subsequent labels confusing. The questions must revolve around your own courses. Think about the purpose of your test.

Some students may think that since I see other classes have similar tests, I might as well copy a similar one and do it. This is really wrong. Do you know the hidden purpose behind a test paper?

Take the financial management training camp I run as an example. I have 6 questions, and each option of each question corresponds to a label. In this way, I can give each user at least 6 labels.

What to do after labeling? The purpose is to carry out refined operations during/after the course.

Make sure every student completes the test. An excellent test completion rate should be above 95%, otherwise it will affect the refined operations in the future.

How to ensure that the test completion rate is above 95%? That means checking one by one, and not attending the class in a group until the test is completed!

The workload here is rather trivial. We usually focus on this work within one week of the enrollment period, so the number of students in each of our classes will not exceed 200.

2) Let all students feel the sense of "ritual + sense of organization + sense of belonging + sense of participation"

How do I create these four feelings? Let me pick out two particularly important examples.

① A good opening meeting

• Self-introduction of students: The content of your self-introduction must be related to the content of your course. For example, in the self-introduction of the financial management class, there must be two items: what are the investment products and how much is the investment income;
• Study schedule introduction: It is best to have a fixed time period every day so that everyone can develop a habit;
• Introduction of teachers/teaching team;
• Group rules & reward measures: In the training camp, there are arrangements for checking in to get tuition refunds, or checking in to get rewards. At this time, you need to tell everyone in advance.

② Final class meeting

The final class meeting is a summary of the current course.

Everyone should know that if a 7-day course has a completion rate of 80%, it is already very good; for a 30-day community course, a completion rate of 10% is already very good.

Therefore, ending a course is also a way to recall users.

At the end of the class meeting, we usually arrange the distribution of information packages, such as some course handouts, live broadcast summaries, and summaries of all shared materials in the community. Everyone likes these, right? You don’t want to miss these data packs.

The most important part of the class meeting at the end of a course is rewarding students. You must find ways to give students various rewards. The rewards can have many names, such as the best check-in award, diligence award, practical award, and helpfulness award.

The reward can be in the form of a certificate or a physical reward. Here’s a little idea: if your rewards or prizes are thoughtful enough and make students want to post them on WeChat Moments, then congratulations, you have completed one step of mentoring new students.

In this training camp, because our certificates were designed in a particularly retro style, several award-winning students posted them on their WeChat Moments to show off. The students who have already left may come back at this point.

Of course, some other tricks are needed during the class to make users feel a sense of ritual, participation, organization, and belonging, such as signing in before class and checking in during class.

3) Keep up with teaching services

I think teaching services can be divided into the following areas of attention:

• Daily morning class reminders;
• Reminders before class every day;
• Summarize study materials at the end of each day;
• Private messaging service.

4) Refined private chat service

To be more specific, it should be labeled group messaging + private chat. We usually send private messages to disturb users at several important nodes:

• Opening and closing class meetings;
• A summary of important information or reminders generated in the group every day;
• High-priced courses to convert;
• Pure chat-style interaction, asking him why he hasn't attended classes recently, why he hasn't participated in group activities, why he hasn't signed up for XX course, etc.

There are a lot of scripts involved. During the entire training camp, I prepared no less than 100 script templates.

Of course, what’s even more terrifying is that I discovered that half of the scripts I prepared needed to be adjusted based on actual situations.

5) Guidance of group atmosphere

The best time to guide students is before class, or to guide everyone in the chain after they have registered.

For example, before a class meeting, in order to get more people involved, in addition to having enough touch points, it is also necessary to create the following atmosphere in the group so that students can reply with a sentence "I will come to the class meeting."

For example, when guiding everyone to sign up, I will ask the students who have already registered to reply with a sentence in the group, or post a screenshot of the registration, to prepare for the second wave of registration conversions.

There is one point that needs to be noted here. When guiding people to reply, it is best not to use "1", "666", or an emoticon. Instead, the reply should be beneficial to your conversion, or a sentence that allows people to know what message it conveys at a glance.

However, the paid conversion rate of a community does not rely solely on the above, but also has to be based on the actual content.

Is your course of good quality? It solves everyone’s pain points and can help everyone improve. If students don’t have any sense of gain, no matter how well they do in the above, it will not play a key role.

For our investment courses, there is only one thing that determines everyone’s sense of gain, and that is “money”.

During the 7 days he stayed with us, did he learn how to make money or avoid losing money?

I have two tips for achieving paid conversion in social networks:

One is the pace of enrollment.

For example, our 10-day community started to transform from the second day. There were courses with different themes every day, and different advanced courses needed to be transformed:

My situation is a bit special. Unlike most lead generation training camps, I only conduct one advanced course at a time. Therefore, you can just look at the conversion points I have shown in the past 10 days, and there is no need to copy them.

If your lead generation training camp only has one advanced course conversion, and the training camp lasts for more than 7 days, my suggestion is:

• The first conversion point is in the middle of the course (around the 3rd or 4th day), and it won’t seem rash to recruit students at this time. Also, there will be a high attrition rate at this stage, so we let everyone know about our high-priced courses before they leave.
• The second time is when the course is about to end. At the closing meeting, you can guide everyone to purchase the course. This is also a good time for user return.
• The third time is during the last period from the end of the course to the end of the course, when there will be a countdown for enrollment. At this time, through the countdown for disbandment and the countdown for quotas, everyone will be reminded again to purchase courses.

In fact, the words used for each recruitment are different:

• The first is a comprehensive introduction to convey to everyone what the course is about;
• The second time is a targeted introduction to convey the value of the course to everyone (user testimonials can be included at this time);
• The last few times, you only need to use the course material summary + short copywriting method to recruit students, creating a sense of urgency to urge everyone to buy the course.

The second tip is to disband the group.

Because the group is about to disband, some students who agree with the instructor but are still a little hesitant may place an order at this time.

If a group is not disbanded, many people will adopt a wait-and-see attitude, which will be disastrous.

Everyone knows that impulse is the devil, and this action is to make everyone impulsive.

I have been in charge of a traffic training camp before. When the conversion rate was 2.5%, the community was open for 3 or 4 months.

When I disbanded, I brought in 101 paying users of 1,799 for our subsequent courses, increasing the conversion rate by 3%.

My next goal is to achieve an average traffic user value of no less than 150 yuan, so the shortcomings of this time can be optimized next time:

• There are too many conversion courses, a total of 5; basically the conversion started on the second day of the course, so everyone felt a little disgusted later on. However, due to internal reasons, I will not adjust this for the time being. On the contrary, I think if I can do 5 conversion points in a drainage training camp, it is also a model worth challenging.
• Some topics and content shared with users are not very helpful for conversions. Next time, the content of each class can be customized and divided according to the user attributes of each group, which will be more effective.
• The messages in the group are too active, and many users report that they cannot climb the stairs. You can try to establish an independent group system to solve this problem. However, this involves a set of operating models, which needs to be considered carefully.
• The time was a bit too long. User activity began to decline significantly on the fourth day, and this time it lasted nearly 10 days. Next time, the preparation time should be within 1 week, including the weekend.

To sum up

• The model of this lead generation training camp is different from the general one, from converting one high price to converting multiple;
• Carrying out refined operations is an important step in the lead generation training camp;
• The content shared in the community should be more practical and interactive, supplementing online courses;
• Conversion is not based on a single action, but a series of actions from adding friends to unfriending.

Running a training camp is really a very detailed job that requires testing the multiple skills of the operators.

The above are all my practical experiences. I hope you can learn some good and bad experiences from my review.

For reference only, please communicate more!

Author: JJ juanjuan_311

Source: Wild Operation Community