Three ways for e-commerce operations to promote user activity!

As an e-commerce operator, you often have to mention business indicators such as order volume and sales, and these business indicators are all related to users. In fact, user operation is also a very important part of the operation of e-commerce apps. In terms of user operations, we retain users in the user pool by increasing revenue and reducing costs, and convert ordinary users into paying users by promoting user activity.

User activity has two meanings: the first is to keep users, and the second is to increase user activity. Why would users stay? For e-commerce apps, the primary condition for attracting users is that you sell a wide variety of items, at low prices and with sufficient inventory. Secondly, you need to rely on some operational means to promote user activity. What methods can e-commerce apps use to promote user activity?

1. Build a user incentive system

Any APP will use user incentives, just like the construction of a points mall is mainly to motivate users to be deeply active. In order to exchange points for some cheap things, some users will often try every possible way to collect points. The construction of a mall is also an in-depth use of external cooperation and resources. Users’ reliance on the points mall is no less than their browsing of other products. Users can realize another aspect of their own value and satisfy their needs through the points mall . User incentives can help users use the app for a long time.

1. Common user incentives – check-in

Sign-in is one of the most common user incentive models. The cost of user participation is low and users can participate by just moving their fingers. There are two sign-in modes. One is to sign in continuously. You can get points or discounts if you sign in for a certain number of days. However, if you miss one day, the previous sign-ins will be cleared. Another option is that if you miss a sign-in, you can make up for it and it can be accumulated with the previous sign-in.

APP programs like the Points Mall of Maile Points can create various activity mini-games through the mobile phone points mall or the app points mall. You can earn points by signing in to the mini-games every day, and you can get points for free by registering in the APP points mall, or you can get points by recharging and inviting friends .

2. Long-term behavior accumulation-growth system

The growth system, also known as the level, allows users to gain growth points through behaviors recognized by the system. As long as the amount specified by the system is reached, the user will be automatically upgraded. What is special is that the membership level can be upgraded or downgraded.

The membership growth system of JD APP is that users can accumulate growth points by logging into their accounts, purchasing products, evaluating products, posting orders, etc. Moreover, membership levels are related to rights and interests. The higher the membership level, the more rights and interests can be enjoyed. However, if you delete the review or return the product, the growth value will be deducted, and the rights and interests you previously enjoyed will be reduced accordingly.

3. Single Action - Medal

A medal corresponds to a single event. A medal is a display obtained by a user after completing a single event. Some medals are extremely scarce and can motivate users to complete the specified tasks to the greatest extent.

There is another way to play with medals. After collecting a limited number of medals, you can use them to redeem medals. In the design of this gameplay, there are usually some extremely scarce medals. In order to redeem medals, users will spend a lot of energy to complete tasks, which motivates users to a great extent.

No.1 Store has launched the Twelve Constellation Medals. As long as you meet the requirements, you can get the Twelve Constellation Medals. When you collect all 12 Constellation Medals, you can exchange them for rarer medals.

2. Activities Support

The user incentive system is the basis for e-commerce apps to promote user activity. For example, the current points mall construction plan and points mall API interface can provide companies with free points mall use, and a variety of activity operation tools can be used to create online, product delivery, after-sales and other full-line services. Therefore, e-commerce apps often use activities to increase user activity.

1. Promotion, the method that users are most sensitive to

When it comes to activities, we have to mention promotions. Users are most sensitive to prices. Discounts, low-price sales and other promotional methods often make users unable to control their hands. The Double Eleven of Taobao and Tmall is even jokingly called the "Shopping Festival" by users. Even if they have to spend their hands, they still want to buy, it can be seen that promotions can stimulate user activity.

2. Limited-time offers that can be developed into daily events

Discounts can certainly stimulate users, but if the discount is limited to a time period, when users see the limited-time discount, will they feel that they will miss the opportunity? Most limited-time promotions will have a countdown timer on the event interface. The jumping numbers on the timer constantly remind users that the event is about to end and if they are slow they will miss out. This limited-time promotion not only stimulates users to place orders, but also shortens the time it takes for users to place orders.

Jumei Youpin has even turned this limited-time promotion into a daily event. New products are added at the top of the hour every day, and selected big-name products are discounted. At the same time, previews are given for tomorrow’s discounted products. Moreover, regular discount activities help to cultivate user habits. As long as the products provided are what users need and the prices are cheap, users will come to buy them.

3. Push message push

Now that we have a user incentive system and are ready for activities, we can’t just sit there and wait. We need to rely on APP message push. Operators proactively push messages to users' mobile devices through their own products or third-party tools. Users can see push message notifications on the lock screen, notification bar, or APP icon of their mobile device, and enter the corresponding page with just one click.

Suning.com has pushed the topic of "Summer Heat Escape Artifact". In the hot summer, who doesn't want to cool down? The opening rate of this message has increased, and user activity has been improved.

Good message push can certainly increase user activity, but too many message pushes and inaccurate message pushes often make users feel annoyed and even uninstall the app.

For example, my mobile phone broke recently and I wanted to buy a new one. I used the Suning.com APP to browse the phone. Unexpectedly, Suning.com pushed this message to me on the same day. I clicked it without hesitation.

In fact, message push is a headache for many operations personnel. Everyone is talking about precise push and precise marketing. How should the word precise be defined? At this time, some operation tools can be used, such as the activity box, an APP activity operation tool, which can classify users according to their behavior. When doing activity push, you can push according to the classification. For example, this activity is only for users in Beijing, then it will be pushed to users in Beijing, so as not to disturb users in other regions.

Summary: What are introduced above are just some of the more common methods of promoting user activity in e-commerce apps, but if applied properly, the work of promoting user activity will definitely be more effective. Operators can make a lot of attempts on the APPs they operate to find the most suitable method to promote user activity for their own APPs.

This article is excerpted from Sohu