E-commerce event design guide!

Although this year’s 12.12 did not contribute much to GMV, as an operator, it is still necessary to understand the promotion design logic of mainstream platforms and accumulate relevant materials. Based on this background, I took advantage of the weekend to review the 12.12 promotional activities of the mainstream platforms and share my summary with you.

Since there are so many activities, I have selected JD.com’s 12.12 promotion event, which I think is pretty good, as a case study to discuss its design logic with you.

From a broad perspective, when designing a big promotion, we must take into account both outside the main venue and inside the main venue. Outside the main venue involves the rendering of the atmosphere, interest points and resource positions within the site; inside the main venue involves scene module design, diversion mechanism and self-generation of traffic, which is also closely related to supply and investment promotion.

1. Outside the main venue

1) Atmosphere rendering

As the name suggests, the purpose of atmosphere rendering is to create a festive atmosphere and motivate users to consume. The direct goal of atmosphere rendering is to increase the activity of users on the site and continuously direct traffic to the main venue. Since this involves user education costs, the usual practice is to frequently display recognizable logos related to the big promotion to reduce the marginal cost of understanding the big promotion. The operational action points are to unify visual standards and highlight materials frequently.

The visual atmosphere of JD.com is relatively unified, with an overall red color scheme, giving a sense of festive prosperity, and the 12.12 logo appears frequently in the home page promotion area (from top to bottom of the home page resources), the home page sidebar, the home page operation tofu block, and the mid-level area.

In addition, 12.12tab has been added to the guessing module. A rough calculation shows that there are 5 core locations on the entire homepage where the big promotion logo appears. Compared with the concurrent activities of other first-tier platforms, JD.com’s activities are obviously more interesting.

2) Interest points and resource positions

After the atmosphere is created, the next key step is to attract traffic to the promotion venue, including interest points and resource locations. The interest point can be simply understood as the core selling point of the venue, which is the copy on the material, and is also the core link of the conversion link (exposure-click) . The operational action point lies in the formulation of the interest point copy.

The usual practice is to combine holiday keywords with digital highlighting. In everyone's understanding, 12.12 represents a promotion with relatively large discounts. Limited time, rush buying, discounts, etc. are all in line with the keywords. In order to give users a clear concept of discounts, numbers are usually used to accompany it, such as 30% off for 3 items, 20 yuan off for purchases over 200 yuan, 50% off for popular items, etc.

As it is near the end of the year, perhaps to take advantage of this concept, JD.com also carried out a promotion and traffic diversion activity under the relevant concept packaging, which is also a common operational practice. It is equivalent to using the dual concept keywords of big promotion and year-end bonus.

2. In the main venue

1) Scenario module design

The scene module refers to the coupon module and supply module that everyone usually sees after entering the venue. The core goal of the module design is to take over the traffic and promote its conversion. Since the coupon module and supply module correspond to the discount scenario and discount & efficiency scenario respectively, the operational action points of the venue can also be understood as how to provide discount and efficiency scenarios for users.

Judging from the display order combined with dynamic resistance, after users enter the page, they need to use very little cost and action to immediately obtain benefits, and the coupon module is more in line with this setting. In addition, many users are attracted by the benefits, and quickly obtaining benefits also helps users stay at the venue. Therefore, from the current big promotion activities, the coupon discount scene will basically be displayed at the top.

The discount scenario (coupon module) will retain users for a short period of time, and the next step is to convert them with clear efficiency scenarios. The efficiency scenario can be considered as a concise summary of the consumption scenario, and its purpose is to put the user into the set consumption scenario. Users, supply and price are the three elements of consumption scenarios. The design of the supply module can be carried out one by one around the three key elements of users, supply and price. for example:

1. User dimension: exclusive module for new users
2. Supply dimension: Huge discount module (hot-selling); JD Gold List module (quality), etc.
3. Discounts: limited-time 50% off modules, super flash sale modules, etc.

Since the cost of understanding discounts is lower than the cost of supply, we can find that during big promotion events, scenarios such as 10% off and capped at 9.9 yuan are often displayed at the head of the efficiency scenario module. This is not as simple as just naming it, it will directly affect the subsequent investment promotion, so the promotion operation colleagues must also cooperate with the business line colleagues to explore selling points.

2) Diversion mechanism

Large-scale promotional activities are usually divided into the main venue and business sub-venues. How to design a diversion mechanism is also a key step in activating venue traffic. Following up on the atmosphere building content shared in the first part, we also need to ensure visual unity in the business sub-venue module. Under this premise, the operational action point of traffic diversion design is how to provide a better efficiency scenario, that is, to integrate the display order of business and sub-venues into the efficiency scenario.

The design of efficiency scenarios in the supply dimension needs to fully consider the actual situation. The conventional approach is to integrate festivals into high-matching or multi-node connected consumption scenarios. When designing specifically, you can use historical data retrospective analysis to select the most appropriate keywords. Taking JD.com as an example, it has integrated three high-priority scenarios: gold list, hot-selling mobile phones, and fashionable home. I guess digital 3c is the basic market, and home decoration is because many users will stock up on soft furnishings at this time.

At the same time, the promotion venue must not be messy and chaotic. In order to allow users to have a holistic understanding of the venue, a unified display of all venues is very necessary. JD.com has achieved this. On this basis, it is reasonable to give priority to some business sub-venues.

3) Self-generated traffic

Self-generated traffic means that the venue does not only rely on traffic imported from within the site, but also obtains attention traffic from outside the site through some means. In order to increase the activity and spontaneous traffic of the promotion venue, promotion activities are often combined with some game activities, which are also the operational action points of this part . JD.com actually has a 12.12 big promotion, and the entrance is on the sidebar of the homepage, but I personally think that it would be better to expose the bottom navigation in the promotion venue, which is the overall presentation of the concept. The reason why it is not exposed is probably because it is occupied by other more important business venues (Digital 3c, Jinbang, Meijia), resulting in the main venue-sub-venue display logic defeating the venue-game and other display logic.

The design of this activity is often in the form of task-reward. The task is mostly to browse the venue, and the reward is immediate benefits with low usage thresholds such as cash or vouchers.

The above is my humble opinion, and I hope to discuss it with you all.

Author: I operate

Source: Wu Operation