Bidding promotion: 6 secrets to high conversion!

A few days ago, someone chatted with me and said: "It is getting harder and harder to do bidding now. Let's not talk about the poor quality of traffic. The whole network is full of homogeneous products, which makes it difficult to start. "

Then he added: "In 2019, my boss wants me to double my KPI. But our product has a high average order value and our users are so difficult to deal with. How can we do it? "

“If you want to double your conversions, quickly sink your users; if users think your product is too expensive, then you are not using the right method!”

Careful people may find that since Pinduoduo went public in 2018, a trend has become popular: " the rise of small town youth ."

E-commerce is not an easy market to enter. There is Taobao in front and JD.com behind; there is Suning on the left and NetEase on the right. But Pinduoduo became popular despite the pressure from all sides, and the secret is "small town youth".

"He who controls the small town controls the world."

In the consumer market, young people from small towns have become a presence that cannot be ignored. According to data from Taobao and Tmall, the consumption growth rate of young people in small towns is higher than that of young people in cities, and the annual transaction volume reaches trillions!

Moreover, judging from the short videos that became popular in 2018, young people from small towns are also the main user group of major short video apps.

Tik Tok platform data

Kuaishou platform data

But at the same time, there is another piece of data that deserves our deep consideration.

That is user consumption preference.

Although the consumption frequency in third- and fourth-tier cities is high, the consumption level is also a big problem.

This means that we will encounter a big problem: " The average order value of the product is too high, what should we do if there are no users to consume it? "

Although consumption is generally upgraded at present, high consumption still only exists in a small group of people. When placing advertisements, it is still easy for us to fall into the vicious circle of not being able to sell products without any activities.

Therefore, regarding “ how to get users to consume high-priced products ”, Tuzi would like to share with you some tips.

1. Building an image

To truly solve this problem, we need to first think: "Why are they unwilling to spend money on expensive products?"

No money, except this.

A very important reason is that they feel that waste is unnecessary, they feel guilty about spending too much money, and they worry about not being recognized by others, etc.

For example.

You currently need a work laptop, and there are 10 yuan and 100 yuan ones on the market. For a laptop, 100 yuan is already a high consumption and most people can afford it.

But not many people will buy it. Because you will think that a book worth 100 yuan is not worth it.

At this time, you need to provide users with an additional reason to buy expensive things so that they can divert their attention away from these obstacles.

For example: You can start from the sense of design. It is made of xx material and has xx color throughout, which can make your font look more three-dimensional.

Then create a sense of scene for users. When your colleagues see this book, they will think that you are a person who knows how to live; when your boss reads your work notes, he will think that you are a very talented person with beautiful handwriting.

The biggest role of marketing is to give consumers a better reason to buy. It’s not that he doesn’t want to buy it, but that you didn’t give him a good reason.

Maybe you will say: Rabbit, your example is inappropriate. For many people now, 100 yuan is not an expensive item at all.

Okay, let’s change the example.

Take watches as an example. If you simply highlight “high-priced luxury, the choice of success” on your landing page, that’s fine for the rich, but for ordinary people, you’re only highlighting the high price and not eliminating their barriers to purchase.

At this point, you can write in the copy on the landing page: "There are only two kinds of watches in the world: German watches and non-German watches, insiders know it", which will make it easier for people to find reasons to buy.

I bought it not because I was impulsive, not because I wanted to enjoy myself, not because I was being taken advantage of, but because I am an expert, I am smart, I have discernment... This more expensive watch is better, more durable, and has a better value for money.

So, when you want to expand your user base but are worried that "users dislike the expensive products", you can try this method to make them think: " It is not smart to buy such low-priced products. It is obvious that you are an amateur. The real experts buy... "

2. Motives for the Attack

The reason why people buy certain products is simply to achieve a certain goal. If you make consumers feel that they cannot achieve this goal by buying cheap things, they will not buy them.

For example, buying clothes. Consumers buy clothes mostly to show off their fashion and beauty. Then in the landing page, we can focus on showing the scene of wearing the same clothes as others, causing users discomfort, and tell them: If you buy the cheaper one, you may easily wear the same clothes as others every day, and it will not help you achieve your original goal. The more expensive limited edition clothes are a better choice.

Therefore, when you want others to buy expensive things, you need to ask yourself: What goal do my consumers want to achieve by buying this? How can we make them feel that buying those cheap things will not actually achieve this goal?

3. Utilize Groups

When you want to convince someone, in addition to focusing your energy on the user or the product itself, you can also choose to focus on the group that influences his purchasing decision.

The simplest example is that each of us wants to be a successful person respected by everyone and is eager to join this group. So I often read articles such as "8 good habits of successful people" and "A rule used by 80% of career elites".

In addition, we usually imitate the way successful people speak, dress, work habits, think, etc.

Similarly, if we find that people who are worse off than us have started consuming, we are more likely to overcome our inner hesitation and buy the expensive item.

For example, a mother was reluctant to enroll her child in a more expensive training class, but when she saw that other families with much worse conditions were still trying hard to choose better training classes for their children, she felt even more that she should give her child better.

So, when you find that consumers are coveting your product but are troubled by some inner obstacles (such as it being too expensive), you need to guide users and tell them: people who are worse than you are using it, so what are you waiting for?

4. Transfer Classification

When we choose a product, we often not only consider its own use value, but also value other value attributes of the product.

For example, Starbucks. Coffee is not a high-consumption product in the lives of Chinese people; and for many people, it is not a product worth high consumption! But Starbucks has transformed the value of coffee, successfully upgrading it from a coffee category to a tool for office workers to show off!

From now on: Is 70 yuan for a cup of coffee expensive? No big deal~

Each type of product has its corresponding value attributes and classifications, but we can transform them through marketing methods to give the products different classifications and values.

Similarly, you can also find new value classifications for your products, including practical functional value, identity value, social value, symbolic value, spiritual value, emotional value, cultural value... and so on. Under this classification, consumers may not feel that buying this product is expensive.

For example, a cup is very expensive at hundreds of dollars, but if Swell bottle makes it into a high-end decoration, it does not feel expensive because the price is normal for a decoration.

5. Close the distance

If consumers feel that there is a long way to go between reality and ideal, they will be more self-disciplined and tend to consume low-priced, practical goods.

Similarly, the reverse can also encourage consumers to buy something more expensive.

If a person feels that he has paid a lot for a certain goal and is closer to the goal, he will want some "compensation" and want to "reward" himself. At this time, he will be more inclined to consume high-priced, hedonistic products.

For example, when we have been working overtime for a week, we often think, "Let's eat something good today. I have been working for seven consecutive days!"

For example, everyone is in pairs on Valentine's Day. For those singles who are working overtime, our copywriting can be written like this: "When you are alone, you should take it more seriously. Tonight, order yourself a good meal."

So, if you want your consumers to buy something expensive and good, we can describe what tasks or goals your users are facing at the moment, and what they have paid and how much effort they have put in to complete the task. The more specific and detailed the description is, the more impressive it will be. It would be best if it implies that they have achieved some success.

Finally, tell him that it is time to compensate himself and how your product allows users to "reward" him.

6. Transferring consumption

As mentioned before: Many times, consumers want to buy expensive items but cannot bear to do so because they feel guilty and are afraid of damaging their image (such as spending lavishly), and they cannot find a reasonable reason to convince themselves.

At this point, if consumers can be made to feel that “I buy expensive things not for enjoyment, but to use them to do something more meaningful”, the psychological barriers to buying high-priced products can be reduced.

For example, ensuring that children grow up healthily and have a bright future; for example, repaying one's parents, relatives and friends; for example, improving the quality of life of the family... and so on.

There is an interesting effect in economics. When people buy things, they always make excuses for themselves, saying that they are paying for their families, and then it will be easier for them to complete the purchase.

For example, the slogan of BenQ projector is: Even if we are family members, we must continue to be lovers.

So, when you want consumers to buy something expensive, you can also give them a reasonable reason to buy it: buy this expensive thing because you want to use it to do more meaningful things .

You can first analyze what "meaningful" things your product can help your target consumers accomplish, especially those meaningful things that they are generally willing to spend money on, and then use emotional design to highlight this meaningful reason to spend money, thereby reducing the psychological guilt of spending money and promoting purchases.

For example, if you buy a piece of clothing with a price tag of 2,000 yuan for yourself, you may feel it is expensive and reluctant to buy it. However, if it is a birthday gift for a loved one, you may buy it without hesitation.

Because this makes sense.

To sum up, these six methods of shaping an insider image, attacking motivation, utilizing groups, shifting categories, increasing target distance, and shifting consumption can effectively reduce the obstacles that prevent consumers from purchasing expensive products.

Of course, these methods can also be used in reverse, that is, to let rich people buy cheap goods, which is also very useful.

Marketing methods are just methods after all. The key is how you apply them.

It’s always right to think more, practice more, and summarize more.

Source: Rabbit