How to effectively deploy private domain traffic? Share 3 links!

The traffic dividend in the second half of the Internet is quietly disappearing. Only by effectively deploying private domain traffic can enterprises better meet the challenges. In this article, the author will talk about the three aspects of effective deployment of private domain traffic: establishment of private domain traffic pool, smooth conversion process, and cultivation of high-value users.

The privatization of traffic is the most important means for Internet companies to maintain their competitiveness. Even highly open community content platforms are increasingly strict in managing traffic, and the price of traffic is also rising. The construction of private domain traffic and the deployment of exponential growth links are operations that every Internet company should carry out today.

The basis for the deployment of private domain traffic

The deployment of private domain traffic has many similarities with the establishment of the AARRR model, but private domain traffic emphasizes more on the transfer of traffic pools from public traffic to private traffic and the cultivation of high-net-worth users.

According to the revenue formula, we can simplify a simple revenue formula:

Enterprise revenue = traffic x conversion rate x single user value

To achieve maximum revenue from private domain traffic, the establishment of a traffic pool, the optimization of the conversion process, and the cultivation of high-value users are three indispensable and complementary elements. Next, we will analyze the links of private domain traffic deployment based on the three conversion links.

Private Domain Traffic Deployment (I): Establishment of Private Domain Traffic Pool

Enterprise revenue = traffic x conversion rate x single user value

A private traffic pool directs external traffic into an internal space for storage that does not flow externally. It can generate strong interactions between users and users, and between users and products, and is operational in controlling user churn. Any of the above conditions can be established as a private traffic pool.

Currently, the common private domain traffic pools can be roughly divided into three categories:

1. Incentive system guidance, "three user pools coexist"

The subscription traffic pool, social traffic pool, and product traffic pool each have different functions in the user stage. Only by achieving the "coexistence of three user pools" can we maximize product iteration, user growth, and user value.

• Subscription traffic pool: information activity release, collection of user feedback
• Social traffic pool: close to users, high user value cultivation
• Product traffic pool: user data drives product iteration

Setting up the incentive system:

The method to achieve the coexistence of three user pools must be guided by an incentive system so that users can voluntarily establish demand for the three private traffic pools.

Daily Youxian users coexist in three pools as an example:

• The App directs traffic to the service account: banner guidance, opening screen guidance, follow the MissFresh official account, and receive benefits every week.
• Official account users who post articles to attract traffic to mini programs and apps will receive an immediate discount of 20 yuan.
• The MissFresh official account directs traffic to WeChat communities, using group buying benefits as incentives.

1. Private Domain Traffic Pool-Stock and Increment

Compared with public domain traffic, private domain traffic pools are more autonomous and can give full play to the attributes of product marketing, use existing traffic to create incremental traffic, guide the exponential growth of traffic pools, and thus increase revenue exponentially.

4 forms of stock-to-increment propagation:

1. Fission marketing: old customers bringing in new customers, free red envelopes, etc., mainly used in product traffic pools (apps and mini-programs).
2. Social communication: spreading of hot-selling content and forwarding guided by benefits, mainly used in subscription traffic pools (WeChat service accounts and subscription accounts).
3. Community fission: intra-group group buying fission, intra-group welfare guidance, one-to-many interactive fission, mainly used in WeChat groups in the social traffic pool.
4. WeChat messages and Moments sharing: the word-of-mouth + communication and sharing form that is closest to users, an excellent communication form for cultivating high-net-worth education users, and mainly used in personal WeChat accounts in the social traffic pool.

Deployment of private traffic pool (Part 2): Smooth conversion process

Enterprise revenue = traffic x conversion rate x single user value

We all know that a 100% conversion rate is the ultimate goal of conversion process optimization. The conversion of private domain traffic follows the conversion method of the funnel model, relying on the advantages of the coexistence of the three pools established in the early stage to optimize conversions at different conversion stages.

Three Dimensions of Conversion

——Traffic conversion, purchase and unpaid conversion, order conversion

Traffic conversion:

Promotion brings in traffic and thus achieves conversion. Creative promotion pictures and titles are important factors affecting the accuracy of traffic, so the key to traffic conversion has two aspects:

1. Optimize the landing page before entering the private domain traffic pool, which has one-step traffic diversion
2. The title content is clear, and it is used as a screening condition to select high-quality users.

Add-to-cart and unpaid conversions:

Data tracking is the biggest change brought about by the product. It can record the user's entire behavior path, and then remind the user to complete the conversion and place an order through Apppush, SMS, and template messages.

The advantages of the social traffic pool can also play a greater role in the add-to-cart link. If you have the user’s WeChat account at this time, you can also guide the user to complete the order through customer guidance.

Order conversion:

From order to order completion is the closest step to the entire conversion and also the most important step. The design of the product link is conducive to improving the conversion rate from order to order completion. It is concise and efficient, and focuses on highlighting preferential information.

Deployment of private traffic pool (Part 3): Cultivation of high-value users

Enterprise revenue = traffic x conversion rate x single user value

The value of a single user is the most direct factor in creating profits. The growth of the value of a single user is mainly achieved through two aspects: the value of a single consumption by the user and the user's repurchase rate .

1. User single value

Increase user's single value = increase customer unit price

Increasing user value by increasing the average order value not only plays a very important role in revenue, but also helps to improve user experience. An increase in the average order value means an upgrade in service, which allows users to experience more services brought by the product.

5 ways to increase average order value:

1) Customer service recommendation

An important part of the social traffic pool is to gather users to personal WeChat accounts. The services of high-value products for personalized high-net-worth users are mostly generated through communication with customer service. For example, training and education courses with a unit price of over 10,000 yuan often require repeated communication with customer service to increase user purchases.

2) Use coupons, instant discounts, and gifts when spending a certain amount

There are two forms of discounts: one is based on the amount, and the other is based on the number of items. Commonly used cases include discounts on takeout orders of Ele.me or a tea distributor offering a second item for free, which is an adapted version of buy one get one free.

3) Add money to purchase

By transferring the discount of the actual product being sold to ancillary products, such as buying a computer, adding 1 yuan can purchase a wireless mouse + wireless keyboard.

4) Set meal method

Combining and selling different categories of goods with certain discounts, such as KFC's meal combo, which combines French fries, hamburgers, cola, chicken wings, etc. into a meal to meet the diverse needs of consumers, bringing the average per capita consumption to around RMB 50, which greatly increases the single consumption amount for fast food companies.

1. Increase in repurchase rate

The repurchase rate determines the user's value cycle. Repurchase is also the biggest advantage of private domain traffic compared to public domain traffic. It only costs one time to purchase traffic. High repurchase rate cashes out the user's back-end value. Increasing the repurchase rate means increasing the user's life value.

1) New product launch

Providing users with a sense of freshness is the task of the product traffic pool. By releasing new features or new products in the product traffic pool, users can be attracted to try new things and experience different services. Starbucks releases a new product on average every week. While optimizing its products, the ultimate goal is to encourage users to repurchase.

2) Establishment of membership system

Another prerequisite for users to repurchase is to retain them. Increasing user stickiness by increasing paid benefits is a common method used by Internet products today. JD’s plus membership and MissFresh’s premium membership are both manifestations of the membership system’s ability to increase repurchases.

3) Repeated access to the three major private domain traffic

The convenience of reach is something that traditional companies do not have. Through the posting of articles, template messages, customer service messages from subscription traffic, the release of community activities from social traffic, direct communication from personal accounts, push push of product traffic, and service notifications, it is possible to directly reach users and increase repeat purchases.

summary

Based on the revenue generated by corporate development as the core guiding indicator for private domain traffic deployment, we will work hard in three aspects: building a private domain traffic pool, optimizing conversion processes, and increasing user value, and build our own traffic conversion system to resist the traffic dividend that is quietly disappearing in the second half of the Internet.

Related reading:

1. Product operation and promotion: How to compete for traffic?

2. Community Operation丨The essence and gameplay of "private domain traffic" in 2019!

3. Product operation: 2 major ways to get started to accurately capture private domain traffic!

4. Promotion and marketing: A brief discussion on vlog’s brand marketing and traffic monetization!

5. User operation: user growth in the post-traffic era!

6. Online marketing promotion: How to spend big money? Fine-tuned operation of large traffic!

7. Is the popular “private domain traffic” really that powerful?

8. 9 thoughts behind private domain traffic, fission, and sinking market

Author: Sanbu

Source: Sanbu

Related reading:

1. Product operation and promotion: How to compete for traffic?

2. Community Operation丨The essence and gameplay of "private domain traffic" in 2019!

3. Product operation: 2 major ways to get started to accurately capture private domain traffic!

4. Promotion and marketing: A brief discussion on vlog’s brand marketing and traffic monetization!

5. User operation: user growth in the post-traffic era!

6. Online marketing promotion: How to spend big money? Fine-tuned operation of large traffic!

7. Is the popular “private domain traffic” really that powerful?

8. 9 thoughts behind private domain traffic, fission, and sinking market

Author: Sanbu

Source: Sanbu