How can refined operations impress users?

The world has suffered from low conversion rates for a long time!

Whether it is an individual or a company that runs a community, the ultimate goal is only one, which is to bring about conversions through the community and realize commercial value.

But the reality is often just like the eternal 80/20 rule. In every industry, only 20% of people stand out. Others either try hard to squeeze into this 20% or withdraw and find other ways as the industry develops. The same is true for social marketing.

Having been working in the community for a year, I have seen many communities with extremely high conversion rates. Maybe it has only more than 200 people, but the transaction volume generated within the group may reach tens of millions in a year. I have also seen some that have a large number and a large scale of members, but they are like centipedes, stiff but not dead, standing still. Once conversion is involved, the results are often very limited. The community operators have no sense of accomplishment and the consumers are also tired.

What caused this huge gap? How to improve the conversion rate of the community?

To understand this, we must return to the essence of sales: how to impress users .

Standing on the shoulders of giants often allows us to see higher and farther. As a leading financial education platform in China, Changtou Academy has served more than 2 million users from 2015 to 2018, and still received RMB 100 million in Series A financing when the Internet industry entered a cold winter.

Before the long-term investment, the transformation from 9 yuan to more than 1,660 yuan seemed like a fantasy. After long-term investment, all these impossible things will gradually become possible and be realized one by one.

Behind this exciting plot lies not only the success of the top-level business model architecture, but also the concentrated outbreak of the results of the refined operations of small communities.

This article will start from the user's perspective, completely review its operating rhythm from 7 am to 11 pm a day, break down the details, and try to restore the full picture of the daily operation of the Xiaobai Training Camp community for readers.

Before that, I will take you through the operational process before the class starts, so that you can better understand the following content (the class will officially start only when the number of members in the Xiaobai class group reaches 200).

1. Operational process before class starts

1. Personal account of each class

The moment I added her as a member, she started introducing herself, as shown in the picture.

The script I received felt quite friendly, and then they asked me to fill in a link to join the camp. It seemed that they were collecting user needs so that the long-term backend analysis could be carried out for more precise marketing. The next step is to follow the service account. First, it is the interface for audio courses, and second, it is a touchpoint for reaching more users in the future.

Finally, a statement is made that you should be strict with adding friends and following the group rules. You can say that adding friends should be avoided. Changtou has also put in a lot of effort and has made a special picture to teach users how to close group chat and add friends. My guess is that one may have suffered losses in this regard, and the other is that they want to avoid risks. After all, there are a lot of scams in this industry, and avoiding user loss at the same time can be said to kill two birds with one stone.

Then I joined the group without a second thought.

2. In class group

The first thing you see is the class group name: [Muted] Class 29 of the 100th Novice Training Camp.

As I watched one person after another being invited to join the group, a few messages suddenly popped up and I looked closely and found out that they were -

Welcome:

Group Rules:

Prohibit adding friend reminder:

There are two good details in this part:

First, the prefix [Muted].

Remind users of their current group status to prevent early users from chatting and disturbing the user experience of new users before the class starts, while also reducing the management workload of each class. Don’t underestimate the detail of the group name. Many important reminders during the subsequent training camp will be achieved by changing the group name.

Second, the wording of the welcome message and the frequency of pushing each content.

The welcome message is simple but comprehensive, with an introduction to each class, an explanation of the current group status, guidance to read the group rules, fill out a questionnaire, prohibition on adding friends, and a reminder to follow the official account. At the same time, in order to avoid boredom for users and help them get into the right state in advance, they can read the e-book first, which is a bit like the service style of Haidilao.

Then, one thing I want to mention in particular is the push frequency of this long list of content. I counted it and found that there is a reminder for every 20 people who join the group, seeking a balance between user experience and push effect. In my personal experience, these push notifications did not force me to turn off Do Not Disturb, which means it is still very successful.

Although these contents were laid out, as an ordinary newbie user, I was temporarily stabilized when I first joined the group. However, I still had many questions and felt dizzy.

This point is of course taken into consideration by the long-term investor, and a series of frequently asked questions are answered immediately:

Along with them came another important soul figure of Xiaobai Camp, the senior schoolmate , and at the same time, the academic exchange group with a dual group structure of Xiaobai Training Camp was launched.

The dual-group driving mode of Xiaobaiying:

• Training camp class group: mute from 9 am to 7 pm to facilitate the accumulation of learning-related information and avoid users turning on do not disturb to reduce the reach effect.
• Academic Exchange Group: This is equivalent to giving users an expectation. I have told you in advance that this group is for communication. There is no ban on chats throughout the day in order to further enhance the user experience. There may be a lot of messages, but joining is voluntary. It’s up to you whether to add it or not, and whether to turn on Do Not Disturb.

This is basically the process before the class starts. Next, I will enter a day of the training camp.

2. My day at the long-term investment training camp

1. 7am - 9am: Morning reading time

First, the active students came to greet everyone good morning, and promised to give red flowers for interaction in the group. The design of sending red flowers gives users a reason to interact, which is very thoughtful and conducive to mobilizing user participation.

After that, there was the second round of contact, and every class began to read and analyze the content.

From the chat records in the screenshots, we can see the hidden secrets. The first is to quote examples of celebrities to stimulate users' emotions. The second is to instill the idea that novices can also manage finances and strengthen users' confidence in learning. With this series of operations, you will be reminded to check in for morning reading when your emotions reach a high point, followed by a check-in template. The process is closely linked and is just right.

Summarize:

Mobilizing user participation is the basis for the healthy development of a community, and the best way to do this is to mobilize emotions. American writer Daniel Pink wrote in his book "Drive": "This era does not need better management, but a revival of self-management." Only by mobilizing the internal motivation of users can the community be sustainable.

2. 9am: Start reading e-books without talking

After the morning reading sharing, the class group began to ban speech at this stage. Because it was a WeChat group, the method adopted was to change the group name . At the same time, senior students appeared to guide everyone into the communication group so that students who needed it could communicate in the communication group.

3. 12:30 noon: [Question Interpretation] Interpretation time

At noon, Banban appeared again to interpret everyone’s morning reading notes. I think this process design itself is a continuation of the morning reading and check-in part.

By improving this content, a closed loop of morning reading check-in, interactive communication, and review and answering questions will be formed. This point itself gave me a small idea. What can arouse user participation and attention must be something related to the user . If you want to mobilize users' enthusiasm, you must pay attention to this detail.

4. 16:00: [Preview of the sharing session at 8pm]

At 4 pm, the senior student will share a reminder in the group to remind users to arrange their time in advance. Ensure users’ attendance rate.

5. Evening 18:00-19:00: [Sharing notes from classmates in the group]

There are three steps designed in this stage: the first is to lift the ban and greet users after get off work; the second is to share the high-quality notes of morning reading and check-in in the group and give praise. I think it is a good idea to select excellent notes and give them praise, which is conducive to cultivating a group of top users in the group and objectively stimulate other users to produce high-quality notes.

The third is that Banban has started telling stories again, with high-frequency output every day. The long-term investment content library must be polished by professionals, and I am also studying financial management myself. To be honest, some stories simply cannot stand up to scrutiny, but facing the market, their topics are highly compatible with Xiaobai. From the perspective of community operation, the story segment is also conducive to cultivating relationships with users.

6. Evening 19:00-20:00: Q&A in the group, warm-up sharing session

This time is mainly for senior students to answer questions, and at the same time, a warm-up is carried out 10 minutes before the sharing session begins. The interactive method is to mobilize users to offer emoticons.

The morning reading class gives red flowers, and the evening sharing members give expressions. After a while, both sides will feel a sense of accomplishment. This form of expression interaction is not rigidly defined in a certain way, but is constantly adjusted over the next 14 days to ensure freshness for users.

In addition, in the subsequent period, there are also interactive question-answering and red envelope rewards to fully attract users' attention before the evening sharing session begins.

7. 20:00: [Sharing Session at 8:00]

This part is the knowledge sharing in the evening, which usually lasts 30 minutes. In the first session, the classmate and the senior will introduce their life situation. Of course, they will also talk about their financial management situation to pave the way for subsequent marketing conversion. The common routine is that they don’t know how to manage money at first, then meet long-term investment and gain a lot of blah blah…

Secondly, we spent half an hour to once again have in-depth contact with users.

8. 10:30pm: Goodnight Greetings

This work is mainly completed by senior students, which is broken down into 4 actions:

1. Modify the group name: the purpose is to remind users of the status within the group;
2. Climbing password: It is convenient for users to quickly search for required information in historical chat records;
3. Learning materials summary: summarize the learning materials of the day and precipitate the essence of the content in the group;
4. Good night greetings: considerate service to elevate the emotional communication between users.

Thus ended my day at the Novice Training Camp.

3. End of the article: The way to win by long-term investment

One day of this review training camp is the basic operation and maintenance part behind long-term investment and high conversion rate. It is also the part with the largest investment but not the immediate effect.

However, this 16-hour period of time every day accompanies users day and night, occupying their attention while reducing the probability of their boredom. At the critical moment of conversion in the later stage of the training camp, users believe that Banban and the senior sister are not pure marketers, but more of a companion and friend.

Generate electricity with love and use emotional marketing. I believe this is the key to winning with long-term investment and high conversion rate, and it is also the moat of the enterprise.

Disassembling this day, the main learning points are 5 points:

1. Community organizational structure, what are the advantages of the dual-group model?
2. How to accurately grasp the reasonable time to reach users during working hours?
3. How to balance the time of full-time and part-time staff by dividing the work between the teachers and the seniors?
4. How should communities gain users’ attention and mobilize their participation?
5. What kind of copywriting and words of speech can move users?

Of course, this article is limited to one day of long-term investment. There has been no deeper discussion on long-term investment's product design, personnel organizational structure division of labor, business monetization model, points incentive system, key node sales SOP scripting, etc.

Firstly, it is limited by the length of the article, and secondly, I have not thought it through completely at the moment, and it is not appropriate to publish it and embarrass you all, so I will have to sort it out later and leave it as a sequel.

Author: Xinjiang

Source: Enterprise Micro Operation Interview (ID: xianjiang7725)