Experience classes are one of the most popular operation models in the current education industry. There are many experience classes at 1 yuan, 4.9 yuan, and 9.9 yuan in the market, and the gameplay is basically the same. In fact, this is not a brand new concept, but it has become more and more mainstream in recent years. A model can appear on a large scale, which is bound to have its objective rationality. Therefore, to trace the origin, first of all, I want to talk about why there is an experience The emergence of such a form of class, and why is this model becoming more and more "hot"?
1. Why the "experience class" model is getting more and more popular
In the experience class mode, the core is "class" and the foothold is "experience". The three words contain a lot of information. Personal country email list understanding, generally speaking, companies start to try experience classes for no more than four reasons:
1. Changes in user information acquisition logic
Nowadays, the logic of user information acquisition is gradually changing from "people looking for information" to "information looking for people", that is, the bottleneck of traditional SEO and SEM customer acquisition is emerging. Among them, the more representative one is Baidu bidding. The company urgently needs to optimize the front-end data acquisition structure and increase the diversity of customer acquisition methods to make up for the gaps in SEO and SEM.
So, since the purpose is to fill the gap, there should be two concerns:
Compared with searching for customers, is the cost of acquiring customers in the experience class lower, what is the quality of the data, and what is the ROI performance? It is undeniable that the factors such as courses, services, and communities that I will write about later will increase the conversion, but it will definitely have an objective range, that is, the conversion threshold.
Compared with the acquisition of customers through search, whether the number of customers in the experience class can be sustained. The delivery logic of the two is completely different (I will write an article to explain when I have the opportunity later). According to the experience of a unicorn company in the education industry where I worked, after a certain period of delivery, there will be obvious traffic declines and repeated grabbing. and so on. Therefore, I think it is undoubtedly very dangerous to take the experience class as the only way to fill the gap.