Civil | King is satisfying
"Whole considering an issue in the evening, want to feel to should be done more more, how old obstruction wants to do. " on March 6, 2018 before dawn, ou Peng of author of Shang De orgnaization sent a such friends to encircle.
This thing that he says, namely before long hind on of the line " communal class learns freely " project -- when early days user undertakes advisory, study program division can recommend an user to learn the communal lesson of a week freely. User after finishing a lesson, decide to whether sign up again.
The experience class of this a week, it is Shang De orgnaization of daily course and service condense edition: The user enters classes or grades in school group, classmaster is supervised learn dozen of card everyday; Through online recruit students the specification is met, all answers all information pertinent question; Everyday class of direct seeding of a communal class, agree the exercise after schooltime, form, class with formal courses; After knot class, unified attend a test, examine study result.
The domain is taught in the adult, install " free experience " the orgnaization can be counted on one's fingers of link.
"This thing, substaintial admiral is taken an examination of oneself in the change on certain level groom industry. " Ou Peng says.
Above all, destroy information difference. Take an examination of oneself groom industry existence message is wrong, if do not have free experience class, before the user clinchs a deal, unintelligible from beginning to end this one product is what appearance after all. "We push free experience tax, be in namely and information difference makes a fight. " Liu Tongbo of CEO of Shang De orgnaization says.
Next, do an user to choose, statified.
"Some earlier year I ever thought, the market share of 99% is insufficient, but I jump over maturity to jump over be enlightened now a thing -- I am not to serve the person of 100% , if we can make user choice, should be focusing serves those to think study, true be enlightened crosses study to change the person of the destiny truly, is not to want to look for a person to replace take an examination of, those people that buy certificate. The sieve singles out good student, final meeting forms ' renown school effect ' , good student can give then groom the orgnaization is endowed with can. " Ou Peng says.
The 3rd, force back end is reformed. "Had not paid these people of cost, mix to lesson number actually class hour grows is more difficult promotion. We coerce ceaselessly oneself, think what method lets these people to be mixed to lesson number it is good even to grow when course the user that expends at been hand in, this brought influence will be long-term. " Ou Peng says.
Those who produce this opinion the following day, ou Peng finds Du Zheng of COO of Shang De orgnaization, this beforehand establish come down. The discovery in the process is being advanced later, need around carries get through, then Ou Peng finds CGO again (presiding growth official) Zhang Sheng, advance communal class to learn freely jointly.
Du Zheng is analysed, the demand before the user is buying basically has at 2 o'clock: The first, information seeks advice; The 2nd, try learn.
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But, should drive it is not easy to rise. Arrive to go up formally from project approving in line process, resistance is heavy.
Below set front pattern, add experience tax one annulus, be similar to " the user should rent a house, intermediary says however, you live first a month experiences " . From say substantially, experience class was lengthened buy, increased to buy medium uncertainty.
"Just began special difficulty, we and study program division one layer upon layer go chatting, discuss products plan to everybody to listen. Division of some study program says, ' listened to this class, whats knew the user, where is my value? ' " also division of some study program says: "This product is quite good " , but when be being fulfilled truly, however not active.
"Big company promotes reform, what can have user acknowledge is inertial what organize with interior is inertial. This new move was equivalent to changing the whole operation technological process that learns program division, so they think, the user tries audition process cannot accuse, they hope the palm controls the decision-making process of the user. " Du Zheng says.
Du Zheng thinks way, decision from " silent " potential user proceed with. User from seek advice to finish buy can have a decision-making cycle, exceed this one decision-making cycle, often won't buy again. Du Zheng asks to learn program division to send to contain communal class to learn the short message of the link freely to these users.
After the short message is given out, if really a batch of users were finished sign up. "This plans to learning for division, it is a surprise. It is a surprise..
But as reform development, time is advanced forth stage by stage, when involving the user that seeks advice to nearly two weeks, caused internal dispute again.
For this, shang De orgnaization adjusted the KPI of front, joined two index: It is the user that signs up finally in, attend the scale that communal class learns freely; 2 it is communal class learn freely mix to lesson number period is long.
From begin to be advanced finally " rub one's palm along smooth out with the fingers is suitable " , shang De orgnaization drove the time of nearly 3 months.
Any changes in, the person that can have one fraction a person of foresight experiences gain, get used to new regulation. Again in the future, this part person of a person of foresight can affect the person all round, "In those days, whole thing is suitable came over. " Ou Peng says.
After 3 months, data gave out positive signal: Had gone up to try the student of attend a lecture, change leading is double what had not gone up to try student of attend a lecture, the rate that remove fee is latter 1/2. In new user signing up, the user experience that has 20% tries attend a lecture too, this one scale still is rising ceaselessly.
One day Ou Peng plaints to Liu Tongbo: "I am final a thing of regret is, transition when should do this thing, turn experience subject into necessary process. " Liu Tongbo is deep think like that.
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New book division is chosen
