Marketing Background

During 2015-2019, the overall scale of China's vocational training market showed a rapid upward trend. By the end of May 2021, the number of existing vocational training institutions had reached 164678. The rapid growth of the number of training institutions has led to the rising market competitiveness. In 2020, the market scale of vocational training industry affected by the epidemic situation will decline significantly. However, with the control of the epidemic, the vocational training market will continue to develop in 2021.

Shanghai Tianhu Education and Training Co., Ltd. (Tianhu Education), founded in 2002, is a chain education and training institution with nearly 80 campuses in China. Q1 and Q2 belong to the industry peak season of vocational education, and the overall consumption is rising rapidly, of which the consumption of basic wood fish accounts for 50%. With the increase of consumption, it is gradually found that the conversion of basic wooden fish landing page is low and the cost is high, so it is urgent to optimize the page and improve the conversion.

Marketing objectives

1. Optimize content relevance and improve conversion rate: ensure that the content of materials and pages is consistent with the user's search terms; Improve the system's ability to recognize pages.

2. Enrich the page content and improve the quality: determine the page module and make targeted adjustments according to the launch data; According to the page quality detection optimization, improve the page quality.

3. Optimize the content interaction experience to improve ROI: reduce free trials and improve the threshold for retaining orders; Improve the content interaction experience and stabilize the ROI in the later stage.

Marketing program

Insight:

1. Vocational education users take a long time to make decisions, and high-quality content is urgent to stimulate demand

• More than 2/3 of consumers have searched for more than 5 times, and about 2/5 of consumers have searched for more than 20 steps. The decision is made after repeated comparison of multiple searches.

• Most consumers retain money within 2 days, and use high-quality content to stimulate consumers in a relatively short time, which can guide consumers to make decisions to a certain extent.

2. The industry page content is seriously homogenized, and the transformation ignores the follow-up docking, resulting in low ROI

• The content of pages in the vocational education industry is highly similar, and most of them use free trials as an interest point to attract customers, with serious inner volume;

• Marketing points are common, conversion guidance stays on the landing page, ignoring follow-up customer service/campus docking, and the rate of invalid leads is high.

3. Content marketing experience is the top priority, and users' demand for page experience is increasing

Policy:

Insight into the path of user transformation, and multi link optimization pages stimulate and promote user transformation.

1. Competitive product analysis determines the page module, and improves the page quality score according to the quality inspection standards;

2. Page content matches keywords, and image text separation/content components improve page relevance;

3. Set a single threshold to reduce invalid clues and enhance user interaction experience to stabilize ROI.

Marketing effect

By optimizing the quality, relevance and interactive experience of the basic wooden fish page, users can match the search demand, find high-quality content and obtain a good interactive experience when they retrieve the advertisement touch page. In the overall conversion link, multiple links guide and stimulate users to make decisions. Overall consumption increased by 130+%, conversion cost decreased by 16%, and ROI increased.