Xueersi Online School is an online education brand for primary and secondary schools under the New York Stock Exchange-listed TAL Education Group (formerly Xueersi). It provides extracurricular tutoring for children aged 6-18 in all subjects, with students in more than 300 cities across the country.

The case analyzed in this article is the analysis of the system of old employees mentoring new employees at the Xueersi Online School.

1. Case Name

Xueersi Online School’s system of mentoring new students

2. Background research

Xueersi Online School is an online education brand for primary and secondary schools under the New York Stock Exchange-listed company TAL Education Group (formerly Xueersi). It provides extracurricular tutoring in all subjects for children aged 6-18, with students in more than 300 cities across the country.

Xueersi Online School has formed a teaching team composed of graduates from well-known universities such as Tsinghua University, Peking University, and Harvard. It adopts a "live broadcast + tutoring" dual-teacher live broadcast teaching model, and introduces independently developed AI technologies such as expression recognition, speech recognition, and speech evaluation into the classroom as auxiliary teaching methods. It realizes in-class tests, real-time interaction, voice evaluation, timely answering of questions, etc., effectively improving the fun and interactivity of online learning.

2.2 Analysis of the three elements of business

2.2.1 Products

Xueersi Online School provides multi-disciplinary online learning courses for children aged 6-18. The product users are students, and the payers and decision makers are parents.

2.2.2 Traffic

(1) Online delivery: WeChat Moments, TikTok and other apps;

(2) Own traffic: WeChat ecosystem (official account + video account + WeChat group), APP, official website, etc.

(3) Offline placement: bus sign advertising, etc.

2.2.3 Monetization

Core business: small class live classes, 1-on-1 online courses

3. Specific disassembly

3.1 User Path

The entire process is relatively simple. After the user enters the landing page, he or she can click "Invite Now" to obtain posters and scripts, which can be shared on WeChat and Moments. The invitation is considered successful after the friend scans the QR code and purchases the course for 1 yuan.

3.2 Disassembly tools

Referral effect formula:

Referral efficiency = referral sharing efficiency * referral conversion efficiency * referral sharing frequency

3.2.1 Sharing efficiency

(1) Sharing motivation:

Material rewards: After successfully inviting friends, you can get physical rewards such as sticky notes, highlighters, folding umbrellas, bookshelves, Xiaomi handwriting tablets, etc.

Emotional rewards: Friends can get a popular course worth 299 yuan for just 1 yuan (equivalent to giving benefits to friends).

(2) Difficulty of sharing

Click to directly generate posters and scripts, and share them on WeChat or Moments. It is easy.

3.2.2 Conversion efficiency

(1) Poster attractiveness

Six elements of a poster: user identity, main title, outline, trust endorsement, sense of urgency, and short-term benefits

User ID: None

The main title: "My space dream, explore the unknown, touch the stars" does not touch on the user's pain points, nor does it highlight the benefits

Outline: None

Trust endorsement: brand logo in the upper left corner

Sense of urgency: limited time

Short-term benefits: A popular course worth 299 yuan, grab it for 1 yuan for a limited time

(2) Difficulty of participating in the activity

Scan the QR code - enter the course details page - select grade - register now - enter your mobile number and get the verification code - log in - select a course - pay 1 yuan now

The process is relatively complicated, especially the step of entering the mobile phone number and obtaining the verification code, which is rather tedious and may lead to the loss of a certain number of users.

3.2.3 Sharing frequency

The event has set up a tiered reward mechanism. For every successful invitation of a user (who purchases a course for 1 yuan and completes the course), one can receive one gift, and a maximum of 5 gifts can be received.

3.3 Disassembly conclusion

Referral efficiency = referral sharing efficiency * referral conversion efficiency * referral sharing frequency

Referral sharing efficiency: Average

Referral conversion efficiency: Average

Referral sharing frequency: Good

Summary: The activity sharing process is simple, but it takes a long time for the invitees to complete the payment process, which may lead to a certain amount of loss; the invitation is considered a successful one only after the friend has completed the course, so the cycle is relatively long.

4. Product highlights and reusable features

4.1 Sharing efficiency design

The rewards are all physical prizes, and most of them are related to children's learning, which have a certain appeal to parents/students; posters and scripts will pop up directly by clicking, and sharing is easy.

4.2 Sharing frequency design

The tiered reward mechanism can motivate users to share multiple times.

5. To be optimized

5.1 Transformation efficiency

5.1.1 Poster

Fission posters can add user avatars to make them more recommendable; changing the main title to content that targets user pain points or highlights the course effect can make it more attractive; adding a simple introduction to the course content allows users to understand it without scanning the code.

5.1.2 Difficulty of Participating in Activities

The fission QR code landing page can be taken over by a mini program, which can directly obtain the user’s mobile phone number when the user makes a purchase. There is no need for the user to manually enter and obtain the verification code, which increases the difficulty of conversion.

6. Personal Thoughts

The activity has a low threshold for sharing, the physical prizes are attractive, and the tiered reward system motivates users to participate. The fission posters are bright and attractive, but the copywriting needs to be optimized. It does not target user pain points and does not highlight the course effect.

Optimization can also be performed on the landing page hosting tools, using mini programs to directly obtain user information and accelerate conversion efficiency.

Author: Wild Operation Community

Source: Wild Operation Community (dugu9bubai)