Practical review: How to operate a community and achieve revenue of over one million?

This article is based on a complete review of my practical experience in community e-commerce. The in-depth review method in the article can be used in any major promotional activities.

Let me first report to you the final figures of this social e-commerce: 4 WeChat groups, average customer unit price of 600 yuan, payment conversion rate of 36.7%, sales of more than 1.03 million, and the average purchase of 2.5 items per paying user .

I will review the article in the following parts:

1. Project background : explain the current status and resources of this community operation;

2. Overall operation ideas : how I think about and plan the entire project;

3. Practical process - community fission : describes in detail two methods of community fission;

4. Practical process - community promotion and community activation : How I promoted the community through a combination of activities for 3 days;

5. Practical process - social paid conversion : Detailed description of 5 methods and how to use them in combination to achieve the final sales of 1.03 million+.

Project Background

This article is actually the third article I have written about this women's clothing brand.

Because the brand's operating system is still being built and optimized, the Double 11 event will still be held in the community.

Number of communities:

• Before the event, there were two old communities, both of which were full (hereinafter referred to as old community 1 and old community 2);
• Two new communities were generated, both of which are full (hereinafter referred to as New Group 1 and New Group 2).

Activity days:

It lasted for 5 days in total. On the first day, fission was done to generate 2 new communities. On the 2nd, 3rd and 4th days, it was a continuous warm-up for the paid conversion on the 5th day.

Operational manpower input:

2 people

Trading ideas

The practice this time was quite challenging because there were two different types of communities: one was the old group, whose members were all fans who were familiar with the brand; the other was the new group, for whom the brand had no trust endorsement. Therefore, what makes two different types of people ultimately pay higher is the understanding of the user life cycle.

I summarize the overall trading ideas as follows: 1 difference, 1 similarity

1 difference:

It means that both the old group and the new group are operated for 5 days, but the operation methods are slightly different, or in other words, the activities of the new group and the old group in the first few days will be different.

The user operation of the old community has two purposes:

1. Let them split as the basic traffic, thus generating new group 3 and new group 4;

2. Activate the community, pave the way for paid conversions on the fifth day, create an atmosphere, and distribute benefits.

The user operation of the new community has three purposes:

1. Stimulate them to continue fissioning, so that the new group 3 and the new group 4 are full;

2. Continue to attract their attention, quickly educate users, and build trust endorsement;

3. Create an atmosphere and emotions to pave the way for the final paid conversion.

1 same:

Although the operating methods of the new and old groups are different, the underlying operating logic behind the operating methods is the same. That is: habits, welfare, atmosphere, and emotions. These four points need to run through the entire operation of the new and old communities.

I will explain these four points separately:

• Habit : Let users get used to coming to the group at 8:30 every night starting from Monday (the first day). This applies to both new and old users, because users’ attention is very scattered nowadays. Users may be playing games, using other apps, or chatting with other community members in other windows. Only by attracting users' attention can all marketing begin. Users don’t notice you, and all your marketing is just for your own benefit.
• Welfare: Starting from the first day, there will be a lottery (clothes will be given away) every night. This may seem a bit crude, but don't worry, the profit margins of clothing are generally high, and giving away clothes is equivalent to our investment in marketing expenses. Therefore, the cost of a few thousand can be fully recovered through sales. It was precisely such a rough activity that everyone was waiting in the community at 8:30 in the evening.
• Atmosphere : Create an atmosphere of participation and expectation from everyone. This point is actually one of the dimensions that ultimately affects community paid conversion, because the community is different from Tmall. Tmall is an environment for one person, while the community is an environment for a group of people. 1 When a group of people get together, the more people buy, the more people will buy in the end. The principle is very simple. This is called the "peer effect". If many people buy it, they will think that the product is valuable, and more people will buy it. Think about it, there are so many people in Heytea, why are you still queuing up when there is no one next to you? It's so embarrassing.
• Emotions : Use the next day to satisfy the emotions of the previous day. Because the activity lasts for 5 days, paid conversions will be made on the last day. Therefore, leave some suspense the day before so that users will follow you the next day. At the end of the activity on the second day, you should still leave suspense and create curiosity so that users will follow you on the third day, and so on. There is nothing special about this method. Isn’t that how TV dramas are played? Do you dare to say no? Just when I was having a blast watching it, the episode ended.

Community fission

Speaking of community fission, I want to tell you that this time, I made a mistake and ended up fissioning two new full communities. These two new groups were actually obtained through two fissions.

First fission

For the first time, I directly used poster fission in the community. Because the old group 1 and the old group 2 are full, there are no new groups 3 and 4 before the fission.

Fission execution process:

The fission process is divided into the following four steps.

1. Old Group 1 and Old Group 2 are full, so we sent the welfare posters for this event to the groups. As shown in the following figure:

1. The design of fission bait is to create a tiered reward. On top of the original price, all Double 11 items are 45% off, and you can add on top of the discount to use red envelopes with no threshold.

1. When the new group 3 had about 170 people and the new group 4 had about 100 people, the growth rate slowed down and even stopped.

2. For new users joining the new Group 3 and the new Group 4, we are still using tools to automatically distribute scripts and posters to enable secondary fission of new users. But in the end the effect was not good and growth stagnated.

Fission replay:

The old groups 1 and 2 had a total of 1,000 people. As a result of the fission, the new groups 3 and 4 had less than 300 people. Therefore, the top priority on the first day was to redesign the fission plan. Before designing a new fission plan, I reviewed the first fission:

1. We immediately conducted a survey on a small number of users in the new and old groups to understand the reasons for the poor fission effect this time. We found that forwarding posters is actually a very common fission method in the operation circle, but it is not a panacea. Because the target female users gave feedback that they didn’t understand why they should forward the poster, and they felt that forwarding the poster was too complicated. So, to sum up, " the fission method cannot be copied, only the underlying logic of fission can be copied ."

2. The target female users actually prefer simple and crude methods. It is not that our fission bait: the red envelopes with no threshold are not attractive, but that the forwarding posters are too complicated, which is not suitable for the target female users.

Second fission

After using the new fission method, the new group 3 and the new group 4 were quickly full.

The underlying logic of fission:

Since the fission method doesn’t work, the underlying logic of fission must work, that is, “human nature!!!” Regardless of gender, age or status, we all share common human nature. There are several points that we can use as the underlying logic of fission: like to take advantage; like to compete. From a psychological point of view, these two points are human narcissism and aggressiveness.

Fission execution process:

1. Use a tool (starting with "we") that has a group statistics function that can count the number of people invited by each person in the group. In this way, we can monitor how many new people each person has effectively attracted. The so-called effective new member acquisition means that A attracted 10 people to join the group, but 3 of them left the group. The tool will count 7 instead of 10.

2. When new members join the group, use this tool again to tag the new members and old members. The purpose of tagging new members is to tell users what activities are going on in the group so that they can continue to invite young lady friends to get rewards; the purpose of tagging old members is to provide user incentives. As shown in the figure:

1. This step is the last and most important one, which is the review. It is very easy to cheat if you don't do a final review. The audit method is actually to check all users in the group and kick out those who do not meet the requirements.

Let’s take a look at a screenshot first, and then I’ll tell you some auditing tips.

Click on this person’s detailed profile page and take a look. I’ve outlined it in red:

Avatar: Internet celebrity avatars can be kicked out directly. These are marketing advertising accounts. This type of avatar could be purchased in bulk on Taobao before;

Name : There are 3 ways to judge the name

① Names starting with A, or mainly consisting of numbers or symbols, are marketing advertising accounts and will be kicked out directly

② Accounts with names containing "XX姐" or "XX宝宝" are all marketing advertising accounts, so just kick them out

③ Simple repetitive names, such as Fenfen, Lili, Jiaojiao, these are marketing advertising accounts, directly kick them out

Personal signature : Inspirational and motivational. It is obvious that I am leading a team in WeChat business, not a target user. You can kick directly. Of course, if there is no problem with other avatars and names, but the signature is inspirational, you can consider not kicking it out.

Personal photo album: You can see that they are all showing pictures of receiving payments, so there is no need to say more about this. You know, just kick him out.

Of course, our approach this time also kicked out male users because our products are women's clothing. Then through the second fission, the new group 3 and the new group 4 will soon be full.

Summary of the fission replay:

After these two fission activities, I summarized the following points:

1. The fission method cannot be copied because the products and users in the fission process are all different;

2. The underlying logic of fission can be replicated , because fission is actually fissioning people, and human nature is unchanging;

3. Friends who often hang out in the operations circle should not easily move the screen-sweeping gameplay in the operations circle to other fields . It is not that you cannot move it over, but you should do more thinking about the underlying logic, otherwise it is easy to fail.

Regarding the underlying logic of fission, I summarize it into three points: people, things, and language

1. People : Before fission, you need to conduct sufficient research on target users to understand their preferences and their acceptance of fission gameplay. (The funniest scene I’ve ever seen was where the target users were square dance aunties, and then they did a poster reposting to generate revenue. It was obviously a failure.)

2. Things : What kind of rewards can hit the target users, also known as fission bait, needs to be well designed;

3. Language : To sum it up in one sentence is called "speaking human language". Sometimes, the language of fission does not need to pursue high-sounding words. Just speak words that your users can understand. If your target users are highly educated people, then your sales pitch must be rigorous; if your target users are mothers, then your sales pitch must be easy to understand. etc.

Community promotion & momentum building

Community activation and community hype actually play a connecting role, carrying fission traffic and laying the foundation for the final paid conversion. So, as mentioned above, on the first day, we were doing fission, and the next two, three, and four days were all about promoting community activation and building momentum.

New user group on the second day

Because the new user group is undergoing fission on the first day, there are two goals for the second day: to establish trust endorsement and to increase community activity.

Community fission was carried out on the first day, so it was planned to distribute rewards to users on the second night to increase community activity. On the second afternoon, I worked on building trust and endorsement in the community.

Building Trust

To sum up, the method to build trust and endorsement for new users is " tell users what we do and how professional we are ." But this process is quite tricky. If there is no preparation in the community, just post product pictures and long paragraphs of product introduction text. This cannot establish trust endorsement. (This is like a single guy chasing a young lady. If you stand directly in front of the lady and tell her how great you are, others will just think that you are not very smart.) So what should I do?

Preset a scene for the user and then bring the user into this scene . Let me explain. You can see in my social media screenshots that directly praise my own products and brands. This is called advertising and cannot fully establish trust endorsement. I preset a scene called "patriotism" and then introduced the topic to the fashion show, creating suspense and bringing up the designer's past experiences. Because patriotism is definitely not wrong.

1. First, the designer graduated from a certain school in France and plans to have his brand show in Paris next year. There are not many Chinese brands that can show in Paris, which is the pride of every Chinese.

2. Secondly, we start talking about catwalks. Brands that can do catwalks are fashionable, while brands on Taobao are called Taobao style, which is different (this also lets users know the difference between my clothes and those on Taobao);

3. Again, play with explosive photos to create suspense and make everyone want to see photos of the designer himself;

4. Finally, post the photos. If it was just posting photos, it would be meaningless. So she posted two photos, telling everyone that this was a photo of the designer and the chief designer of Dior, who is also her teacher, and another photo with the Burberry designer. (Fully established trust endorsement here)

Improve community activity

At 8 o'clock that evening, we made a preview and gave out prizes to everyone.

After all, only a few people have invited 30 or more trusted people. If we simply give them rewards, other members in the group will not feel involved. We distributed clothes to users who met the requirements, and then distributed a 100-yuan no-threshold coupon in the group. Let everyone take advantage of the situation. Then they sent the purchase link for the mini program, but the prices in the mini program were all 9999. Because the price will be changed on the last day and the rush to buy will begin.

We made a certificate in advance and sent it to users in the group. Users can use this certificate to contact customer service to claim the free T-shirt. This design is also intended to help the certificate spread secondary knowledge.

Second day old user group

For the old user group, the main purpose on the second day is to activate the community and liven up the community atmosphere. Because for the operation of social e-commerce, community activity is a very important indicator, because community activity means that user touchpoints are connected, otherwise the user touchpoints are blocked. If the user touchpoints are blocked, all marketing is meaningless because the user's attention is not here.

Improve community activity

We held a likes activity in the community. This activity has actually always been played more in the circle of friends, and it is very simple, but it has a different effect in the community.

How to play Moments : Post a Moments post and ask your friends to like it. You can get rewards for the Nth like.

The modified community gameplay is: post a circle of friends, and then ask everyone in the community to like it (you can also deposit some community traffic to your personal account). When the specified time comes, start looking for the Nth user who likes the post in the community and give him a reward.

This modified gameplay can liven up the community atmosphere to a great extent. Users will be active at two points. First, after the announcement is released, everyone starts to look forward to it. Second, after the event is over, everyone starts to expect whether they will be the Nth user.

Day 3

It was mentioned at the beginning of the article that the operating methods of the new group and the old group were different, but they started to become the same starting from the third day. Because the new group needs to do some quick user education on the second day to build trust endorsement. Starting from the third day, as mentioned above: habits, welfare, atmosphere, and emotions must be maintained throughout.

Activity execution process

For the third day's activities, we remained consistent at 8:30 p.m. in order to cultivate user habits. However, we made a warm-up announcement for the third day’s event after the event ended on the second night.

There is a balance to be struck in tomorrow's announcement, which is not to say what the specifics are, but just say there are benefits. This can create expectations among users and reduce user churn in the community.

On the afternoon of the third day, warm up again. It was still an announcement, but it was different from the announcement the next night in two ways:

1. The trick this time was to give a spoiler, saying that clothes would be given away in the evening, but the specific details of how to play were still not announced, thus pushing users' expectations to a climax.

2. The announcement asked everyone to flood their screens with messages like “Raffle in the group tonight at 8:30”. I used this kind of screen-sweeping in my daily activities. The purpose was to prevent people from missing the announcement content. Secondly, it was to spread emotions. When everyone was swiping the screen and there was a lottery, the emotion of expectation would actually spread.

At 8:30 that evening, I did something particularly interesting. This may be considered a breath of fresh air in social e-commerce. Share it with everyone. I used going to the toilet as an excuse to test user emotions .

The event starts at 8:30, right? In order to test whether the user's expectations have been aroused by me. So, I saw a message starting at 8:40 and going to the bathroom. Everyone started discussing immediately, and all kinds of jokes came into being. Of course, this test let me know that at 8:30, even if I didn’t announce the official start of the event, everyone was already staring at the social media with their phones. This means that everyone's emotions are fully aroused. In this way, subsequent activities can continue as usual. Otherwise, you will have to find ways to stimulate user emotions again before the subsequent rush to buy.

The event officially started at 8:40. I announced the specific gameplay of the event through an announcement, which was actually a big roulette wheel lottery. But I did a few things:

1. After the announcement is released, continue to let everyone swipe the screen with "I love xxx, I want to win the prize", which is the simplest way to mobilize users' emotions;

2. Before releasing the big wheel for the lottery, I made the prizes first. This is the first prize XXX, and then I posted pictures of the first prize clothes. The purpose is to allow users to not only get a bargain, but also let them get to know our clothes better during their anticipation process. They will have the emotion of wanting this dress. After all, only a few people win the prize. For those who don’t win the prize, this emotion will follow them, thus increasing the final paid conversion;

3. Those who did not win any clothes in the roulette wheel will win coupons with no threshold, and users can use the coupons in combination. This is considered a "fancy way of distributing coupons." Find ways to get users to get more coupons, but don’t give them too directly, as that will make the brand seem cheap.

Day 4

The fifth day is the last day of the event, and the final paid conversion needs to be made, so the method on the fourth day is similar to that of the previous days, also using announcements to mobilize user emotions.

The activity on the fourth day was the Red Envelope Lucky King. The purpose and gameplay are simple:

1. We want everyone to receive more red envelopes, and the red envelopes can be used cumulatively, but we also want people not to think that our brand is cheap. We achieve this through the red envelope opening function that comes with the mini program;

1. We distributed membership cards to users through the Lucky King selection. With the membership card, you can continue to enjoy an 12% discount on the Double 11 price. The retail price of this card is 599.

The purpose of all this is very simple, to allow users to get more benefits and more discounts. But these discounts are within the preferential budget, so the subsequent revenue and profits can still be guaranteed.

Review summary

The activities from the second to the fourth day are actually paving the way for paid conversions on the fifth day. Finally, on the fifth day, we were able to achieve a revenue of 1.03 million, thanks to two, three, and four. These 3 days of preparation. These three days can actually be summarized in one sentence: " The gradual advancement of user emotions ." Users go from initially understanding and getting to know the brand, to building trust and endorsement, and then to having their expectations aroused step by step.

I elevated these methods into a methodology and summarized three points: how announcements drive user emotions; the specific gameplay of community announcements; and moving towards operational goals through a series of activities.

1. The activity can only be launched after pushing users’ emotions to a climax and attracting their attention to the community.

So about how to drive user emotions. It can be summarized into three points: preheat the event with an announcement, only mention the benefits but not the rules; spoil the benefits before the event starts; publish the rules of the event and create a screen-filling effect through replies.

1. Social media announcements are not as simple as just tagging everyone. Social group announcements can be divided into two categories: notification announcements and emotional announcements.

Notice announcement:

1) After sending the announcement, you should say to those who received it, please reply XXXX

2) Everyone is checking XXX to avoid too many messages in the group, so some people can't see the announcement. So usually XXX is a simple sentence, such as what time, what place, what happened

3) After the announcement is posted, if no one replies and copies it, a few water army will be sent to post it. After a few replies, everyone will follow the crowd psychology and post it.

Emotional announcement:

1) If the event is for several days and an announcement is needed, ask everyone to reply with YYY

2) YYY is actually asking everyone to make a commitment or express an emotion (don’t think it’s useless, in a herd mentality environment, everyone will be infected by emotions)

3) Every YYY should push user emotions forward. (My responses to this social media campaign were: I love xxxxx, I want to win the lottery; I want to wear xxx, I want to become the most beautiful lady in Paris; I will cheer for xxx tonight)

1. Usually, it is rare for a one-time event or a one-day event to generate paid conversions. Often large-scale events need to be warmed up in advance and then held for several days in a row, one after another, forming a set of activities. When launching this combination of activities, it is not actually based on entrepreneurial thinking, such as playing Lucky King today and lottery tomorrow. No, you should think based on your goals.

Every campaign you run should have an operational goal. The order of multiple waves of operation goals should be as follows: increase traffic; let users know your brand; let users build trust endorsement; stimulate users' emotions and stimulate users' emotional consumption

Social media paid conversion

The fifth day is the last day of the event, and the final paid conversion needs to be completed on this day.

Activity execution process

1. Event announcement : I have already explained how to do event announcement in social e-commerce above.

We made an event announcement on the fourth night to create suspense: we told everyone that the Double 11 price was 45% off the original price, and coupons could be used on top of the discount. And the ultimate red envelope will be distributed tomorrow night. At the same time, we launched a mini program to let everyone add their favorites to the shopping cart first.

On the afternoon of the fifth day, we made another spoiler announcement, telling everyone that a lucky winner will be chosen tonight, and I will transfer the amount of cash back to you directly via WeChat based on your purchases. And it caused a wave of screen swiping by everyone. This lucky guy's activity borrows the gambler's psychology of human beings. I will improve it into a methodology and explain it to you in the review summary below.

1. Event Start : After the event started, we sent a group announcement and then asked everyone to swipe the screen. Create an atmosphere, then send out a QR code for the ultimate red envelope, and let everyone scan the code to receive it. Then the Double 11 clothes were posted one by one.

1. Sprint sales : I wrote an article before, which was about one community and did not use the mini program for conversion, but this time we have four communities, so we must use the mini program for conversion. But will everything be fine if we just throw the clothing pictures from the mini program into the group? Definitely not.

First, we need to understand the paid conversion funnel. Community members->Mini program UV->paid conversion .

Therefore, after throwing the pictures of clothes into the group, you can definitely see that the user's UV is constantly increasing in the background of the mini program, because more and more people are entering the mini program to start looking at clothes. At this stage, we do not need to intervene. However, when UV reaches a peak and starts to decline, we need to intervene in the community and increase UV for the second time. Why do I care about UV? The analysis was carried out through the funnel model. Only when the UV is large enough, the paid conversion will be high.

1. Secondary increase in UV : There are 4 groups in the community, but it is impossible for all people to go to the mini program to look at clothes, this is certain. When the first peak of UV appears, it means that the more loyal users in the community have entered the mini program. At this time, there are a group of less loyal users in the community who need to be activated and guided into the mini program to increase UV.

So, launching an activity is actually distribution. Ask friends who have bought clothes to distribute the mini program QR code to the group. In this way, when someone in the community enters the mini program through his QR code and makes a purchase, the sharer can get a commission of a few points from the user. Before distribution, you cannot inexplicably throw a distribution mini program into the group, as that would be too abrupt. So, you know, social announcements are really useful. Another wave, flood the screen.

Finally, by increasing UV for the second time, we pushed the final sales up again. The final sales amounted to 1.03 million yuan.

So what is the secret behind paid conversions? I have improved it into a methodology for your reference.

Review summary

In the review and summary, I will analyze and summarize with you the marketing methods applied in this community operation process.

1. Distribute coupons in a fancy way :

Dear brothers and sisters, have you formed a team to gather energy on Taobao this year? You will find that there are endless ways to engage in e-commerce activities. You can copy their gameplay, but what is more worth copying than their gameplay is the underlying logic.

The underlying logic can be summed up in one sentence: find ways to get users to get more coupons, but don’t make it so easy for them to get them. Otherwise, your products will appear cheap and no one will buy them. Use gamification and lottery-like gameplay to make users feel that the coupons are hard-earned .

2. Advanced gameplay of price anchor points :

If you haven't heard of the term price anchor point, you must have seen it. There is no e-commerce product that is not written like this: original price: xxx, and then a horizontal bar crosses out the original price. Then write a limited time price (event sale price): yyy. This is a set of price anchor points. However, because there are so many e-commerce companies now and they are used so often, everyone has become numb to this set of price anchor points. People won’t have the feeling of “Wow, what a good deal,” so there won’t be a qualitative improvement in paid conversions. So, in this social e-commerce operation, we used the advanced method of price anchoring.

Multiple price anchors . We have an original price: xxx, and then a Double 11 price (45% off the original price): yyy. Then, you can continue to add coupons on the basis of yyy, which is the so-called final price, zzz. But the number of coupons used is different for each user, because starting from the first day of the event, we have various benefits every day, and various ways of distributing coupons. Then xxx, yyy, zzz is a set of multiple price anchor points. This will stimulate users to feel "Wow, what a good deal".

Regarding the advanced gameplay of price anchor points, I have summarized two methods for you to use, as shown in the following figure:

1. The gambler mentality that drives people crazy :

I won't give a textbook explanation of what gambler psychology is. I want to tell you in real time how widely this marketing method is used.

Have you played with Koi? Alipay became popular, and then a bunch of companies followed suit and took advantage of the popularity. This is the gambler's mentality!

After IG won the competition, Principal Wang’s Weibo post was forwarded crazily, and many of my colleagues forwarded it. This is the gambler's mentality!

How do we do it? On the last day of this operation, we held a "Lucky Fairy" event. You can buy as much as you want, and we will draw a lucky fairy. I will transfer the cash directly to you via WeChat based on your shopping amount. If you buy 200 yuan, then you win the lucky fairy, and you can only "consider yourself unlucky." You bought clothes worth more than 3,000 yuan, and you won the lucky fairy prize, so congratulations. So, you have to take a gamble.

This is why our average customer order value is over 600, and among paying users, each person purchases an average of 2.5 items.

Therefore, the so-called gambler mentality is to create low-probability events. Generally speaking, low-probability events in mathematics are unlikely to happen to you. But everyone is willing to take a gamble and then have your product spread like wildly, or have people go crazy buying it.

Finally, I have summarized the gambler's psychology. The gambler's psychology can be used in some situations, but not in others, as shown in the following figure:

1. Endowment Effect:

I will not give a textbook explanation of this theory. In simple terms, if a person has touched a product, he will feel that it is more valuable, so he is more likely to pay for it. This is also why when you go to a shopping mall to buy clothes, the salesperson always likes to let you try them on.

This time, we apply this marketing theory? Yes, many group members said that we were "rich and inhumane". We even had activities every day where we gave away free clothes, and we also provided free shipping by SF Express or air freight . Most of the items we gave away were short-sleeved T-shirts, the actual selling price of which was 398, but the cost was not high, and I cannot tell you the exact amount here. So, this clothing is actually our marketing expense. We need to let the winning users get the clothes as soon as possible every day, and the clothes also contain our handmade cards and bracelets. We hope to let users touch our clothes before the fifth day. Let her feel the quality, materials and workmanship of our clothes.

So, the final data shows that the paid purchase rate of users who received free clothes is about 67%. This ratio is higher than the average payment conversion rate of the four groups. This is the endowment effect at work.

1. Reciprocity :

We always give away clothes at our events, but one day we gave away coats. The cost is still a bit high. Yes, we are “rich and inhumane”. But regarding the 67% conversion rate I just mentioned, I would like to share with you another interesting piece of data. I call it the beauty of data, because data will let you see that marketing theories are really effective .

Among the paying users this time, the girl ranked first bought 5 items and spent a total of more than 2,500 yuan. However, guess what? She was one of the young ladies who received clothes from us one day. Then, you guess again. She wasn't given a T-shirt, she was given a coat.

I believe that there is no coincidence behind this data, but rather the application of the psychology of reciprocity. If you give something to the user in advance, he will give something back to you. Otherwise, he will feel like he owes you something and feel uneasy. This uncomfortable feeling will drive him to buy your stuff.

Summarize

The results of this operation are good. The summary is three points:

1. When generating traffic, never blindly copy the fission method, or you will fail. Thinking well is more important than doing, and thinking well means thinking about the underlying logic of fission.

2. If you want to achieve good conversion rates in social e-commerce, you must remember to promote social activities. To sum up, what we want to promote is not how many words you have to say, but the atmosphere and the emotions of users. All of this paves the way for eventual paid conversions.

3. There must be marketing theory behind high paid conversions, so I personally emphasize the importance of marketing theory. At the same time, data operation capability is a test of the high-level capabilities of an operator and marketer. In addition to the application of marketing theory in this community operation, we have been keeping a close eye on the data analysis panel in the background of the mini program. Making marketing decisions based on the data will definitely have better results.

Source: 2 Minutes Marketing ( marketing_2mins )