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}
				
当前位置: 首页 > 售后 > 艺源智库
小程序商城丨教育行业借助小程序的3种方式
时间:2019-02-14 09:00:50
文章发布:李阳
原创作者:未知
来源:互联网

面对小程序这一浪潮的涌起,教育行业又该如何踏浪而行呢?文章给大家介绍教育行业借助小程序的三种方式。


相信很多朋友从去年就开始关注小程序的发展,但至今小程序也就不到70万的开发者,还处于发展前期的阶段。


2011年1月21日微信上线,从刚开始的公众号,构建了微信生态的内容输出

从5.0版本开始布局微信支付

通过打飞机游戏,巧妙的完成了5亿用户APP的升级

随后组内职工玩出微信红包,被高层重视买断春晚广告,借助过年红包场景,成功弯道超车支付宝

17年重炮推出小程序,借助跳一跳游戏让用户完成更新和路径熟悉

……

从开始社交平台构建基本面,到衍生出公众号、微信支付….根据曾鸣教授点线面体的概念,无疑微信从刚开始替代短信,逐渐进化成一个生态体。


小程序商城丨教育行业借助小程序的3种方式-艺源科技


面对小程序这一浪潮的涌起,教育行业又该如何踏浪而行呢?


下面我会给大家分享3种视角的玩法,不过在此之前需要向大家介绍一下基本的底层逻辑。


依据马斯洛的五种需要层次,我提取了五种激励的方式——五色糖果。


当要一个用户完成指定动作时,喂糖顺序是:黑——粉——紫——黄——蓝,而不同的动作只需要不同颜色的糖果结合就行。


利用小程序完成学习场景的构建


随着教育市场的日益成熟化,我们简单的售卖课程已经无法满足市场竞争的需求,越来越多的机构尝试构建学习场景来锁住用户。


学习场景的构建需要:师生关系、同学关系、学习氛围、竞争排名、课后作业、答疑巩固等,对现实学校进行模拟。


目前市面上有两个小程序:鲸打卡(左)/小打卡(右),里面的功能,完全可以支持学习场景的构建。


黑色糖果:通过打卡闯关模式,设置红包物品奖励;


粉色糖果:课程通知等基本服务,满足用户基础安全感;


紫色糖果:通过打卡生成日签,打卡互评/点赞完成激励;


黄色糖果:通过排行榜,作业加精等完成激励;


蓝色糖果:通过解锁关卡和签到积累来完成。


通过以上激励,可以百分比的提高用户学习的参与度。


借助帮砍拼送实现低成本获客 

 

现在市场上一般的K12网络教育,通过SEM每个注册名单大概是70~120元,如果计算到成单这一步,每个付费用户的成本在4000~7000元之间。如此高额的获客成本,让大家逐渐通过MGM的方式来解决新名单问题。


目前常用老带新的方式:帮砍拼送。


给予用户一个自己开不了的礼包,利用厌损心理让用户完成拉新动作。


黑色糖果:一个红包/一张券/物品;


紫色糖果:好友帮忙,好友也可抽奖。


教育行业从这衍生出来的有很多玩法,比如:好友帮忙补卡、好友帮忙集卡、好友帮忙开红包等。


给予用户一个获取优惠的路径,利用金钱减免直接刺激。


黑色糖果:每个好友点击,可获取随机金额减免;


紫色糖果:好友帮忙。


教育行业从H5开始就流行了这种玩法,经久不衰。这种玩法的前提是算好你课程价格成本,不要稀里糊涂的做亏本买卖。


给用户开放团购模式,拼团有优惠:


黑色糖果:和好友一块买,可以便宜;


紫色糖果:分享给好友,实惠。


涉及网络K12教育的直/录播课,基本都有拼团这个套路。除了团购这一概念外,还衍生出网易1元夺宝玩法。教育行业完全可以利用1元或1分钱卖课程来获取名单(具体玩法要根据自己所拥有的资源)。


送给用户一个实物,但是需要用户好友进行助力才能领取。


黑色糖果:实物免费送;


紫色糖果:好友助力,好友也可参与。


这个是教育行业从去年兴起的裂变玩法,一般搭载在公号上进行。小程序可以增加这种玩法的可传播性,让活动更易于扩散。


针对用户群体抢占小程序搜索流量


要说的是小程序入口的自然流量,唱吧小程序4天获取200W新用户,摩拜单车17年通过小程序斩获1.5亿用户。


这两个小程序,主要利用的就是分享/裂变传播起来的,当然上面几百万几亿的拉新数据,对于教育行业没有借鉴价值。


比较有借鉴意义的是:


通过一些功能小程序,可以锁定你想要的人群;

小程序中占据了微信的流量红利,可以让用户很容易的触达到你的产品。

摩拜单车一直名气很大,但你懒的下APP,突然朋友发给你一个摩拜小程序的免押金活动,你会不会使用呢?唱吧很多人都不知道,可近期亲戚总通过小程序群里分享歌曲,你发现自己进去也能唱,会不会尝试呢?


针对大学生的培训教育,那我就可以利用4/6级查分的小程序来获取流量,通过页面搭载产品广告来间接拉新。


以上所说小程序的种种,并不代表你就一定要去用,一定要结合自己的资源,营销计划来布局。上面所说的只是可能性,该如何去用,还需要各位自行考虑。


好比有些活动,我可以通过H5去完成,有些产品页面可以用移动单页,裂变放在服务号也没差。不同的技术都只是工具,我们一定要想清楚自己用它去承载怎么样的功能。


当有好的想法,一定要通过MVP快速的去测验,而不是设计太多,被繁重的技术拖累死!


小程序开发
标签: 小程序的发展
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