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首頁 » 策劃方案 » 案例拆解 |【Momself】5天發(fā)現(xiàn)你的不可替代性

案例拆解 |【Momself】5天發(fā)現(xiàn)你的不可替代性

分類：策劃方案 作者：qaz654321 日期：2023-06-10 06:00 瀏覽：52 次

今天給大家?guī)硪粋€(gè)Momself的課程轉(zhuǎn)化案例。

一、案例名稱

【Momself】5天發(fā)現(xiàn)你的不可替代性

二、案例行業(yè)

線上教育/知識付費(fèi)

三、案例目標(biāo)

用戶裂變，拉新獲客

四、案例標(biāo)簽

分銷、引流漲粉、課程轉(zhuǎn)化

五、案例背景

Momself是誰？

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Momself成立于2016年11月，以微信公號文章推送為主，從媽媽群體視角出發(fā)，為其提供育兒理論、親密關(guān)系、職場相處等話題內(nèi)容，以滿足女性從親子溝通、品質(zhì)生活到自我實(shí)現(xiàn)不同場景下的需求。

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在內(nèi)容上，除了基礎(chǔ)的育兒理論，Momself的內(nèi)容還包括親密關(guān)系、職場相處等。比如通過拆解“喪偶式育兒”的本質(zhì)來引導(dǎo)女性和自己另一半在家庭生活中進(jìn)行科學(xué)溝通，創(chuàng)始人崔璀自己會結(jié)合自己的親身經(jīng)歷和媽媽一起討論職場媽媽都會面臨的問題和困境。

目前，Momself已積累15萬粉絲，團(tuán)隊(duì)主打《洞悉相處之道》和《人人都需要的管理術(shù)》兩款知識付費(fèi)產(chǎn)品，目前已發(fā)布在在十點(diǎn)課堂、喜馬拉雅等平臺，銷量已突破10萬份，銷售額近千萬元。團(tuán)隊(duì)計(jì)劃在明年推出團(tuán)體咨詢和培訓(xùn)相關(guān)互動課程，并將上線電商板塊。

六、案例路徑

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七、活動亮點(diǎn)&可復(fù)用的點(diǎn)

1、海報(bào)設(shè)計(jì)

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（1）海報(bào)以深色為背景，白色、紅色突出要點(diǎn)，整體的色彩搭配恰到好處，展示課程嚴(yán)謹(jǐn)性和專業(yè)性，讓人看著很舒服。

（2）分享海報(bào)有用戶的頭像和昵稱，凸顯了海報(bào)的專屬性，有些活動的分享海報(bào)是沒有的顯示用戶的頭像昵稱的，相比于那些海報(bào)，這樣的海報(bào)更易于用戶分享。

（3）原價(jià)99元，今日限時(shí)9.9元。利用用戶愛占便宜的心理，低價(jià)吸引用戶。

（4）“你就是自己最好的伯樂”一句，擊中了用戶的痛點(diǎn)，暗示用戶要舍得投資自己，發(fā)現(xiàn)自己的價(jià)值。

2、活動詳情頁

（1）首頁

  • 白色字體“5天發(fā)現(xiàn)你的不可替代性”，點(diǎn)出活動主題，一目了然。

  • 下面是課程和主講老師的簡單介紹，再加上主講老師的圖片，界面設(shè)計(jì)簡單清晰，符合現(xiàn)代女性的審美。

  • 頁面上“XXX購買了”的彈幕，增加活動氣氛，同時(shí)提高了活動的可信度。以及下面的“XXX人已購買”的榜單，利用用戶從眾心理，增強(qiáng)課程信任度，驅(qū)動用戶購買。

  •  倒計(jì)時(shí)設(shè)置，給用戶一種緊迫感和稀缺感，推動用戶下單。

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（2）課程詳情介紹

①培訓(xùn)導(dǎo)師介紹：

優(yōu)秀的導(dǎo)師做后背，作用是突顯課程價(jià)值性，讓用戶覺得物有所值。 

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②適合人群介紹：

列舉出“沒優(yōu)勢”、“有危機(jī)”、“發(fā)展慢”、“沒方向”4個(gè)問題擊中用戶痛點(diǎn)，讓用戶有一種想要解決痛點(diǎn)、改變現(xiàn)狀的迫切感。

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③5天課程內(nèi)容介紹：

豐富的課程內(nèi)容再加上用戶截圖，增強(qiáng)課程可靠性和信任感，努力博取用戶的認(rèn)可。

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④用戶收獲：

學(xué)習(xí)了本課程后能夠收獲什么東西？這才是用戶最關(guān)注的問題。介紹堅(jiān)持5天后會獲得什么，給用戶明確的預(yù)期，讓用戶有\(zhòng)"獲得感”。 

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⑤沒有找到優(yōu)勢和找到優(yōu)勢的對比：

通過羅列出3個(gè)對比，刺激用戶痛點(diǎn)，放大用戶的恐懼心理。

最后“只要一杯奶茶的錢就可以給自己找到不可替代的機(jī)會”，再次誘導(dǎo)用戶購買。

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⑥訂閱須知和受益排行榜：

購買后課程的永久性：畢竟用戶的空閑時(shí)間是不確定的，永久性的課程可以讓用戶無限學(xué)習(xí)，這比起限時(shí)學(xué)習(xí)更有吸引力。

購買課程后的聽課指引：引導(dǎo)用戶關(guān)注公眾號，同時(shí)告訴用戶怎么聽課。用戶購買課程后的第一反應(yīng)就是怎么聽課，到哪里聽課，所以這樣的指引是很有必要的。

收益排行榜：制造一直緊張氣氛，滿足用戶的炫耀心理，具有激勵作用。

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八、待優(yōu)化的點(diǎn)&解決方案

（1）目標(biāo)用戶定位不明確

活動的分享海報(bào)，并沒有明確指出適用人群，仔細(xì)一看，上面僅有的“爆款級性女性成長課程”可以粗略定位目標(biāo)用戶為女性。但是當(dāng)用戶通過海報(bào)關(guān)注公眾號或者進(jìn)群才發(fā)現(xiàn)，原來這是一個(gè)媽媽們自我認(rèn)識的學(xué)習(xí)課程。這樣就會導(dǎo)致目標(biāo)用戶不明確，給用戶帶來不好的體驗(yàn)感，畢竟現(xiàn)在互聯(lián)網(wǎng)時(shí)代，線上活躍的人群大多是較為年輕，還沒有結(jié)婚生子。

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解決方案：在分享海報(bào)上，要用明顯亮眼的顏色或者圖標(biāo)出適用人群，防止出現(xiàn)目標(biāo)用戶鎖定不明確的問題。

（2）沒有找到優(yōu)勢VS找到優(yōu)勢的對比不夠強(qiáng)烈

這個(gè)對比的想法是好的，但是內(nèi)容太過于片面和感性，而且展示的圖片都是外國年輕女性，沒有真實(shí)感，不具有說服力。

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解決方案：建議使用真實(shí)用戶的采訪或者評論，呈現(xiàn)用戶參加過課程與沒有參加課程的前后強(qiáng)烈對比，這樣會更有真實(shí)性和價(jià)值體驗(yàn)感。

今天的分享到這里，謝謝你的觀看。

-END-

標(biāo)簽：
qaz654321

請到「后臺-用戶-個(gè)人資料」中填寫個(gè)人說明。

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