K12 education has developed rapidly in recent years. With the improvement of people's living standards, parents pay more attention to the quality education of their children; but today, when it is difficult to obtain traffic, how to grow in the field of education? The author of this article shared how to formulate a growth plan in K12 growth, let's take a look.
Education is one of the best means of transferring wealth between generations, especially for middle-class families. Because most of them's financial source is not through money to make money, nor through the exchange of time and physical strength, but through professional skills, such as doctors, teachers, business executives, etc.
Such skills often cannot be passed on directly to the next generation, so a middleman is needed to help them transfer wealth, and schools and educational institutions play such a role. In recent years, online education is in the air, but many education platforms just add a network cable to the original offline education model, trying to take off together; there are also many friends who asked me for free consultation. There is no feeling of the Internet on the educational platform. To explore the underlying reasons, it is nothing more than hiring people to sell and sell goods, and not to customize growth plans around user psychology. 1. User psychology at different stages K12 Growth Trap: Only know how to educate students, but not educate users From contact to observation, from experience to payment, from repurchase to dissemination, the psychology of users throughout the entire life cycle is constantly changing.
However, most of the online education platforms in the market do not make growth strategies according to the path of users' psychological changes, but advertise through low-priced courses, pull users' contact information, and then follow up with sales-oriented teachers to follow up courses to place orders. This method of buying volume + manual sales, although rough in the savage growth period, is extremely effective, but with the rise of leading players, it will gradually enter an era of uneconomical costs. 2. Problems and optimization schemes at different stages 1.
New stage 1) Core problem: high traffic loss and increasing conversion cost 2) Common mode: advertising and buying volume with experience courses as the main body → manual intervention to convert regular-priced courses3) Mode analysis: mainly obtain customer form information through the traffic platform, and then experience low-priced courses through manual intervention, and then convert into regular-priced course users; there will be two key conversion factors here, one is traffic cost, 1 is the intervention conversion rate of regular-priced courses.