Marketing Background
Online education has broken the time and space constraints of offline traditional education mode, leading to intensified competition among educational institutions. How to make online promotion traffic conversion more efficient is the fundamental problem that education and training institutions need to solve. It needs to improve the conversion rate of customer pages and meet the conversion needs under different marketing scenarios.
Marketing objectives
Get more effective clue data through the full link marketing model, enhance the transformation of clues, expand brand influence, and enrich online promotion activities.
Marketing program
The optimization of the basic wooden fish page needs to be combined with the strategy of the display and click stages. It cannot be optimized separately. Only by "laying a good foundation" can it be "elevated layer by layer"!
Summary of optimization methods of event marketing based wooden fish page:
1. Prominent selling points: first of all, it is necessary to keep consistent with the campaign marketing keywords and creativity, and present them in the most attractive copywriting in a prominent position on the first screen. All the text and pictures are designed to highlight the selling points.
2. Direct transformation: transformation methods (forms, consultation, telephone, WeChat, etc.) follow the first screen selling point, grasp the audience's urgent psychology, and directly realize transformation
3. Preferential details: details of preferential activities increase the trust of netizens, so that netizens feel super value and improve transformation.
General marketing scenario page module layout: first screen: strong brand, selling points, fast transformation; Second screen: talk about the content and solutions to strengthen confidence; Tail screen: show facts, tell cases and promote transformation
Summary of the optimization methods of the general marketing basic wooden fish page:
1. Strong brand: first, keep consistent with conventional marketing keywords and creativity. The brand strength is outstanding, because the main audience is parents, and brand influence is very important.
2. Full content: starting from the psychology of the audience's parents, parents pay attention to: brand related, curriculum content, learning environment, teachers, preferential information, audition experience and other comprehensive information.
3. Modularization: the page modularization design is convenient to adjust the page logic according to the phased promotion effect in the later stage, and update the corresponding modules according to the real-time update content, so as to avoid "pulling the trigger and moving the whole body".
Marketing effect
The data comparison before and after the optimization of the basic wooden fish page is as follows: the total conversion amount increases by 50%, the clue cost decreases by 35%, the order rate increases by 20%, and the RIO reaches 1 to 10. The design of the basic wooden fish page conforms to the psychological characteristics of the parent audience. Follow their wishes, give them what they need, and the final result is efficient "transformation".