“Reasons to study at vipJr” is a WeChat based mini site that not only helping prospects (parents) to know how vipJr’s online courses has been set up, what are the textbooks, and how qualified the teachers are, but also giving VIP members a tool to invite their friends to join the happy learning platform.

500,000+

New leads

200 M+

Sales revenue

60%

Increased on conversion rate

New designs brought 500,000+ new leads, and generated over ¥200 million in sales revenue. This also increased conversion rate by 60% compare with other channels and media.

Tailored Call-to-Action for different users.

Background

The original brief from the Customer Service and R&D team was that they got feedback from customers saying they were short of materials to introduce vipJr’s courses to their friends. CS and R&D team basically only drafted an excel of Frequently Asked Questions, and what they were looking for was only a Q&A style page stated all questions and answers.

Strategy

When we saw this brief as Product Innovation team from a product point of view, we took it further and did some researches on the As is Scenario: what our competitors were doing and what we were having on our website and WeChat channel.

The result ended up to that as the online education industry, or more specific on K-12 after school classes markets, especially those who teaching online were hugely rely on telesales. The key part in this business model is that the sale representatives could play with the discounts and price quotes, and try to sale as much as possible. In this case the lacking in transparency in price and less information on the website became the big advantage to achieve their goal.

As the market situation changes, our competitor had more brand awareness in this K-12 English education industry. The hiding behind way won’t work if people were confused your products with your competitor’s. Our customers need more information to help them make right decision for their kids. Especially if those content could been clearly and nicely presented.

Execution

We designed and developed modular block system to allow operation team could easily add or remove a section, and this also fit well for different subjects of the classes that vipJr has.