Refined operational skills for overseas e-commerce!

Why do we need refined operations? I believe many people have the answer in their hearts. Traffic costs are becoming more and more expensive, customer acquisition costs are getting higher and higher, product homogeneity is serious, and customer loyalty is getting lower and lower. Under this situation, our brand can only maintain sustainable growth if we operate every customer and every link in a refined manner.

If we want to refine our operations, dataization is a prerequisite. Only data can measure growth, and we must have a clear understanding of the data in each link.

Growth Hacker’s Classic Model AARRR

If this principle is used from the perspective of e-commerce, it should be reversed.

First, introduce customers to the landing page through channels such as SEO/SEM/DSP/FB/INS/EDM/Direct/AFF, and then activate them. Analyze the bounce rate, length of stay, etc. to analyze whether the landing page activates the customers. Only when the users are activated can they proceed to the next step of retention. How to measure whether the customers are retained? This can be done by analyzing whether customers have registered, added items to shopping carts, placed orders, and so on.

E-commerce customer acquisition process

Now that we understand the entire customer acquisition process, what do we need to do in each process? How can we maximize the value of traffic? Below we will focus on refined operations from five aspects.

1. Refined operation from the perspective of channels

The first is the channel. Choosing high-quality channels will make our traffic generation more effective. But how to evaluate the quality of the channel? What we have to look at is the actual conversion. So how do we evaluate channel operations based on actual conversions? Look down~

Evaluate channel operations based on actual conversions

Whether a channel is a high-quality channel can be evaluated from actual conversions, and the channel scale can be measured from visits and number of users. The number of new users can be used to measure the channel's ability to attract new customers. The bounce rate, average stay time, and number of pages viewed per session can be used to measure the quality of channel customer acquisition. The number of add-ons and add-on rate can be used to measure the retention status of channel customers. The sales volume, e-commerce conversion rate, CPA, and average order value can be used to measure the purchasing power of channel customers.

Suggestion: In the early stage, you can focus on two or three channels and measure the quality of the corresponding channels based on the above information. Once you have accumulated a certain amount of fans and data, you can choose multiple channels for delivery.

2. Refined operations from the perspective of landing pages

The traffic has been attracted, but how can we convert it? Conversions depend on the landing page that carries the traffic, also known as the landing page. The quality of the landing page will directly affect the conversion of traffic, so it is also called the golden page. Here are some things to keep in mind when designing a good landing page:

3. Refined operations from the product perspective

Many sellers who have just set up their independent websites are often confused about product selection. Some will put all the products on the platform on the independent website, and there will be hundreds of SKUs at once, but the conversion rate is not good at all. So the third aspect is about how to achieve refined operations from a product perspective.

Product Operations

First, classify the products. You can use sales volume and conversion rate to grade the products.

Classification by sales volume

Sort the sales volume of each SKU from largest to smallest. Starting from the first item, the products with a cumulative proportion of 60% are Class A main products and need to be maintained. The 60%-85% range is Class B auxiliary products, which can be discovered and developed into Class A products. Products in the range of 85%-100% are Class C backlog products, which need to be gradually eliminated. At the same time, you can view the proportion of inventory amount. SKUs with a large proportion but average sales volume need to be cleared through promotions.

Classification by conversion rate

Based on the conversion rate of each SKU, products can be divided into traffic-generating products, flagship products, profit products, and slow-selling products.

Indicators that need to be paid attention to in product operation: sales rate, inventory turnover rate

Product classification case analysis

Customer situation: SKU quantity 1000+, price range $6-60

• The first step is to select 5-10 products based on previous market and competitor analysis or previous product data, control the price between $6-15, add more than 20 product reviews, and have more than 50% of the reviews with pictures.
• The second step is to conduct traffic tests separately, with a total budget of $1,000. After 5 days of data accumulation, combined with the add-to-cart rate and conversion rate (generally the conversion rate is above 3%), 4 products are finally selected as traffic products, and more traffic and reports are continuously provided.
• The third step is to recommend 6-10 main products and profit products below the 4 traffic-generating products, recommend the main products on the website homepage and banner, place 2 main products in the first and second positions on the list page, and the rest are profit products.
• Step 4 : Repeat this step regularly to select more popular and flagship products.

For slow-selling products, you can clear out the inventory through homepage activities. The activities can be free gifts, price guessing, naming, etc., so as to achieve the goals of increasing the stickiness of homepage fans, improving the interaction rate, and increasing fans.

Through the above operations: the conversion rate of main products increased by 50%, the conversion rate of profitable products increased by 30%, and the FB fans increased by 80% compared to normal days.

4. Refined operations from the user perspective

Why is the fourth one the user? The biggest difference between an independent site and a platform is that it can retain user data and use it as a resource in the future, turning traffic into brand fans. User operation is a very delicate matter. Here I will briefly share with you the ideas of refined user operation.

User Operation-User Grouping Method

Focus on indicators: delivery rate, open rate, click rate, conversion rate

User Operation-Member Management

Establish a user tag management system

Member points system strategy

Establish a membership system, use customer loyalty software, and use points and rewards to encourage users to register accounts or recommend products to friends. Here are two common strategies:

Strategy 1

1) For every dollar spent, you get one point

2) Receive 1,000 points for the second purchase

3) Every 1,000 points can be used to get a $20 discount

Strategy 2

1) Register an account and get 200 points

2) Fill in the address to get 200 points

3) Follow FB/INS account to get 400 points

4) Every 1,000 points can be used to get a $20 discount

This strategy has a long path, including registering an account, filling in the address, and following the social account.

Member Management-Marketing Automation Analysis

Establish a membership marketing automation logic diagram and use automated marketing tools to carry out membership marketing.

Note: You can use the marketing automation plugin-Omnisend to market to your customers

Homepage

User Operation-Recommendation Marketing

There are three ways to trigger user recommendations:

1) Users feel the value and share spontaneously, which generally leads to better results;

2) Bring benefits to the sharers, such as how much cheaper it is for a group of two;

3) Dive into the social activities between users and others

Factors that affect referral conversion rate:

1) Understand the referral process

Design a relatively simple and easy-to-understand recommendation process and provide clear instructions

2) Start the referral process

Design a competitive referral mechanism

3) Select recommenders and recommendation channels

Select customers with high repurchase frequency and no after-sales problems as seed users for testing, and continuously expand the scope of testing. The recommended channels should be the communication channels and social platforms commonly used by customers, such as email, Facebook, Instagram, messenger, etc.

This case is one we often see and has a relatively good marketing effect.

5. Refined operations in terms of content

Finally, there is content. Whether it is on the website or on social media, advertising materials cannot be separated from content. The content should not only be exquisite, but more importantly, it should be able to do SEO and stimulate the interest of the audience.

Content should be attractive to both users and search engines

Attract users

1) Be a headline-grabbing title

2) Attach relevant product pictures

3) One-click sharing button on social media

4) Slogans calling on users to participate in the interaction

Search engines like

1) Include keywords in both the title and the body of the article

2) Tag the article

3) Add 3-5 internal links

4) Add alt attribute to images

5 aspects of a successful headline

1) Maximum of 60 characters (Google can display the full title)

2) Use numbers (will double your retweets)

3) Stimulate the audience’s interest (such as hot events, daily related but unclear knowledge)

4) Use verbs (encourage people to take action)

5) Use exaggeration (using words like "most", "mainly", "best", etc.)

Taking eyeglasses as an example, possible titles are:

• A Simple Way to Improve a Billion Lives: Eyeglasses
• Why are glasses so expensive? The eyewear industry prefers to keep that blurry
• Online eyeglasses vs. ones from your eye doctor: Is it worth the bargain?
• Visually Impaired Baby; Here's The Emotional Moment Mom Gives Him Eyeglasses For First Time

Author: YinoLink will go overseas on Friday

Source: YinoLink will go global on Friday