Before writing this article, I asked the heads of several offline institutions: How is your completion rate data?
The unanimous feedback from everyone was that they did not pay attention to the completion rate of courses, but paid more attention to the visit rate of drainage courses. Everyone thought that as long as the visit rate was high, the conversion rate of subsequent regular-priced classes would also be high. In fact, this is a misunderstanding: between visits and conversions, there is also country email list the key point of completion rate.
What is the completion rate? As long as one class is completed, is the completion rate counted? no. The class completion rate includes the entire cycle: pre-class preview - class - assessment - homework/check- in (maybe some institutions have different steps), and the student is called the end of the class after completing all the steps .
The completion rate can be divided into the completion rate of the current class and the completion rate of the entire drainage stage, which is a strong guarantee for the subsequent conversion of regular-priced courses.
Why do you say that? First of all, the completion of the class is composed of multiple interactions. The more times the user interacts with you, the greater the possibility of making a deal; secondly, in the drainage class, the faster the effect is, the stronger the willingness of parents to pay, and the more likely they are to complete the class. is the premise of the effect.
At present, many articles on the market are sharing various words, prizes, and activity settings to improve the completion rate of the course. It seems to be detailed and thoughtful, so you can use it immediately, but suddenly a certain link in the middle is stuck, and you may stop working. Why? Because you don't know the underlying methodology, you can't learn it and apply it.
1. The underlying methodology of the completion rate: octagonal behavior analysis method
Today, I will introduce you to a bottom-level methodology: Octagonal Behavior Analysis.
This theory comes from the book "Gamification in Action". The author of the book is Yu-kai Chou, a TED speaker, behavioral expert, and top gamification expert. He has provided consulting services for Google, eBay, Lego, Huawei and many other companies.
Based on years of research, the author found that people's reasons for playing games are basically inseparable from eight core drivers:
It looks confusing at first, right? I'll explain. I used to be an Internet addict 18 years ago. At that time, I liked to play an online game called Adventure Island. Let’s take the Adventure Island game as an example to tell you what these star anises are.