After the baptism of 2020, the online education industry has entered a new period of development.
In this year, many education brands have begun to compete to seize the market, and to seize the market, to put it bluntly, is to seize the traffic.
Therefore, in the education industry this year, we can see many cases of fission activities and drainage, among which there are some classics that can be used for reference.
Today, what we are going to take you to disassemble is a classic drainage activity done by "Homework Gang": "3 yuan to buy the second round of the college entrance examination review and grab the gift package".
Different from the angle of dismantling the case in the past, this time we will dismantle this case in the way of problems.
In many cases, it seems that the process is actually the same, but "details are the devil", we have turned to 6 details that can be reused this time for your reference.
The gift package includes physical materials, live lectures by famous teachers, 1V1 exclusive teaching assistant Q&A, etc. The value is so high, but the price is as low as "3 yuan", is it worth it?
First of all, for sure, the price is worth it.
The price of "3 yuan" was not decided by someone with a slap on the forehead, but a result that was forced out after full consideration by the market.
This activity is to make increments for oneself and attract more people to understand the brand of Homework and the course content of Homework. Therefore, on the basis of clarifying the goal of "running volume", a current Best price.
There are also many "1 yuan gift packs" and even "free gift packs" in the market. These are determined by consideration of cost, user acceptance, and the psychology of "loss aversion", so they must have their value.
Is the "10% off for a limited time" used in the APP activity pop-up window, instead of "3 yuan free shipping", is it more effective?
This should also be a doubt for many people. Why is the poster's main feature "3 yuan free shipping", but the "limited time 10% discount" is used in the APP pop-up window.
The reason for this is actually based on different user groups. The users on the APP are relatively sticky. For them, "10% off for a limited time" is obviously more attractive than "3 yuan for free shipping". .
First of all, "3 yuan free shipping" does not express anything, and it is even more unclear for users who only want courses.
But "10% off for a limited time", at least first created a sense of urgency for users, reminding users to hurry up to grab the order, otherwise they will be slow. The 10% discount also vividly shows that the price of this thing is very cheap, implying that users can take advantage of it.
In fact, no matter whether it is a sharing poster or an event pop-up window, some of the words in it have undergone several iterations and different attempts. Finally, according to the page click rate and conversion rate, the highest one is selected, and different channels even Use different copywriting, all of which have been tested.
For users in the education industry, are physical textbooks or courses more attractive?
Generally, in the activities of course increment, it can be clearly said that the physical teaching materials are more attractive, there is no doubt about this.
First, people generally have a mentality that what they can actually feel in their hands is always more valuable than virtual things.
Second, the current online education courses are actually not very valuable, especially the free experience courses, there may be a lot of them in the next APP.
Therefore, everyone will be more inclined to physical textbooks, which are low in price and have a strong sense of reality.
Is it really effective to use text messages to remind users of the progress of group activities?
It is estimated that many small partners will have the same question. Who still reads text messages now, and never reads so many promotional text messages. What effect can this have?
It is a fact that the open rate of text messages is low, but the open rate of text messages that are highly relevant to oneself is not low. Especially for group group activities, it is very effective to remind users of group group progress through text messages.
After participating in the first step of the group, many users may forget about it, which makes it difficult to continue to promote user fission. But when we push again with a text message, we can reawaken the enthusiasm of users to participate.
In fact, this is an action that makes the business of fission transformation to the extreme. In every link of fission, we need to add some actions that maximize the effect.
When prompting users to "share success", what is the clever purpose of setting "share to 2 WeChat groups to double the success rate of grouping"?
For many fission activities, we will see that after the user successfully shares, a simple prompt and a guide to "continue sharing" may end.
But in this activity, there is an additional sentence "Share to 2 WeChat groups, the success rate of group grouping will be doubled", what role will it play?
This sentence is actually a gimmick, a copywriting attraction, using "double" to attract users to share to a higher threshold such as WeChat groups. Sharing to WeChat groups is definitely more effective than sharing with friends, which also brings more traffic to the event.
There are actually a lot of similar copywriting, all of which capture a certain psychology of the user, and then increase the fission effect of the activity.
The user's completion rate is also a very important indicator, which can reflect the viscosity of the course. What skills are there in this regard?
The problem of "improving the user's completion rate" is actually more complicated, and it will involve all aspects of the entire activity process.
For example, in the screenshot above, you can get the little star "☆" after the class, and then exchange the little star for prizes to improve the user's completion rate.
In addition, there are many ways to do it, we will list a few for you:
First, make good use of the peak-end law, which mainly depends on the deductive ability of the lecturer.
For users, the first five minutes of listening to the class and the last second after listening to the class are the most important. Therefore, in the first five minutes, the lecturer needs to arouse the user's interest in continuing to listen to the lecture in some ways, such as asking some questions that the user is interested in, or the user's pain point, etc.; The part of giving out red envelopes after class, or sending some points, etc.
All of these can improve the completion rate of users. Of course, the middle part is also very important, and the overall quality of the course needs to be guaranteed.
Second, do a good job in the country email list packaging of the course, which is the work of the content.
The level of users who come in is definitely uneven. There may be users with a score of 50 who need to be improved to the pass line; users with a score of 60 who need to go further; users with a score of 90 who need to be consolidated.
This requires setting the difficulty level of the course when the course is packaged, so that users with a low level can have a step-by-step learning process, and users with a high level will not get nothing.
Third, do a good job in service, which is also a very important part.
Course services generally have manual services, so whether it is before, during, or after class, you need to give timely responses to questions raised by users and tell users what they want.
If no one can answer any questions, users will not have much patience, especially some experience courses.