【2017成長駭客年會】台灣新駭客:2000萬課程集資的大戰略與小撇步

Iris Chen
Iris Chen
Dec 14, 2017 · 3 min read
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alphacamp

講師:楊立德 慕課 行銷總監
課程募資類歷史記錄第一名:2257萬

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Iris Note:「族群分析」類似我們在產品經理專業能力一文中講的persona

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上線第一天

只有1個人買
投放廣告轉換率很糟:0.3%進入結帳頁

嘗試找出問題點:
1) User訪談

出現截然不同的看法,有人覺得Video介紹很重要,有人覺得不需要。

2) 使用工具檢視
Facebook
hotjar:熱點分析 50% 的人看不到一半
optimizely:For A/B testing
zotabox:網站互動小工具、線上客服等
back.ly

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3)方案調整嘗試
原本版本提供10種方案,太複雜

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優化後,改為以下呈現:

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4) UX改善
離開時的挽留:滑鼠往右上移到X打算關掉時,會出現以下挽留資訊

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在頁面左下角提供「線上解惑」button:
84%人諮詢完後完成贊助,安排專屬客服在電腦前即時回覆。

5)外部報導轉換

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上線第七天:募資300萬,轉換率3%完成購買。愈近截止日,轉換率提高到6~7%完成購買。

6) 廣告素材分群投放

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以「是否看過影片50%」作為區隔,推播不同的retargeting 廣告素材。
「深綠色」受眾分類、「淺綠色」廣告訴求。

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Iris Chen

Written by

Iris Chen

自由工作者;Facebook私密社團【數位產品經理不想公開的秘密 Secrets Digital Product Managers Don’t Want to Disclose】https://www.facebook.com/groups/SecretsOfDigitalPMs/

Iris Chen

Written by

Iris Chen

自由工作者;Facebook私密社團【數位產品經理不想公開的秘密 Secrets Digital Product Managers Don’t Want to Disclose】https://www.facebook.com/groups/SecretsOfDigitalPMs/

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