What did high-conversion campaigns do right during promotion?

Since the beginning, I have always wanted to have a skill:

Every time we hold an event, users can go crazy buying.

I'm sure you all have the same idea as I do.

After so much conjecture, I finally found some answers today.

Generally speaking, if users do not buy our products, there must be some obstacles in their minds. Only by eliminating this obstacle can we reduce the customer's resistance to purchasing our products and make the customer determined to buy.

When purchasing products, users always have a scale in their minds, namely " customer perceived price ". The formula is:

Customer perceived value = total customer benefit - total customer cost

If we want users to buy our products, we must increase their perceived value of the products. In this case, there are only two answers:

Increase "benefits" or reduce "costs".

I guess some of you have already guessed what I am going to say. That’s right, it’s price. Price is the most direct and sensitive factor for customers when purchasing products.

In activities, price setting skills are particularly important.

Therefore, we have summarized some price setting tips for your reference. (Maybe some of you know it, and I will integrate it so that you can have a clear concept of it)

Barrier pricing takes advantage of users’ desire for free services.

It would be a waste if you don’t take the free pie that falls from the sky. No matter who you are, no one will refuse free or highly discounted products or services. This is a strong stimulation to the human brain.

Even the rich. Generally speaking, the richer people are, the more price sensitive they are.

That is, let traffic replace price. Common forms are:

Repost to your friends circle and collect x likes to get a data analysis and bidding course worth RMB 298.

Scan the QR code and pay 1 yuan to get the data analysis and bidding course worth 298 yuan.

Maybe some people are curious: Why set up thresholds? Wouldn’t it be better to just make it free?

Remember: users don’t really like free things, they just like things that look free.

By setting task obstacles, we can not only dispel users' doubts about the product, but also increase their awareness of the product.

Regarding the pricing setting skills for this product, in terms of product mechanism, it is applicable to all products, but it is more suitable for the early stages when new products enter the market; in terms of crowd acquisition, although it is suitable for all groups of people, it is more suitable for potential groups, by lowering the user's action threshold through free or low-price.

The payment is divided into stages, which indirectly takes advantage of the user's psychology of free payment.

Take training courses as an example.

▲ The first stage is the free stage. We allow users to obtain the qualification to attend the class by forwarding it to their friends circle, etc. After joining, after a week of studying the course, users will not only develop a liking for the course, but will also have the desire to continue listening.

▲ In the second stage, coupons worth a certain amount will be given away for free. After a week of learning, users have already developed a favorable impression of the product, and now being able to use coupons is undoubtedly a great temptation.

Even if users do not consume at this time, if they have demand in the future, our products will become their first choice or alternative option.

The above-mentioned pricing setting techniques are applicable to all products in terms of product mechanism, and are also more suitable for the early stages when new products enter the market. In terms of crowd acquisition, they are more suitable for potential groups, allowing users to truly experience the product by offering it for free in the early stages.

Loss pricing takes advantage of the user's " loss aversion " psychology, assisted by the " convergence psychology ".

▲ Loss aversion is something people are born with. People feel much more hurt by losses than they feel happy by gains.

Therefore, when making decisions, we tend to be biased and consider risks far more than pursuing benefits.

▲ Convergence psychology refers to the fact that users tend to follow the majority’s choice when purchasing products. On the one hand, it reduces the cost of their own mistakes, and on the other hand, it tends to be consistent with group behavior. Therefore, group behavior will greatly stimulate users' desire to buy.

Then, we can take advantage of these two types of psychology when setting prices.

That is, as the number of people who purchase the product increases, the cost for the remaining users who have not purchased the product will continue to increase.

Let’s still take the training course as an example.

For example, the original price of the course is 888 yuan, and the price increases by 100 yuan for every 100 people registered. On the product purchase page, users can clearly see the number of people purchasing, price range, and the next price increase distance.

By letting users see that more and more people are buying your product and that a price increase is imminent. On the one hand, the psychology of convergence will increase users' desire to buy products. On the other hand, the psychology of loss aversion will increase users' sense of urgency to buy and reduce hesitation time.

The above-mentioned pricing setting techniques are applicable to any product in terms of product mechanism; in terms of crowd acquisition, they are more suitable for target groups and intended groups.

Comparative pricing takes advantage of the user's comparison psychology.

I don’t know what your choice will be, but I would choose merchant B because the original price is higher.

Why do I give this example? In fact, the above is also one of my daily purchasing behaviors.

I just want to point out that comparison is a daily human psychology. When the dimensions are the same, we will look for other dimensions for comparison.

Then, when setting our price, we can:

Use the price difference method to influence the user's psychology and encourage purchases.

For example, the original price of a product is 3,000 yuan, and the current price is 1,998 yuan. By creating a certain price difference, users will feel that they can enjoy higher quality products at a more favorable price, thus inducing purchases.

Like the price setting techniques mentioned above, there are not many restrictions on either products or groups of people.

Scenario pricing means integrating the price of the product into the scenario.

By associating the usage scenarios, users are given a reason to buy the product.

Take nuts, for example.

We can divide nuts into three categories: household nuts, children's nuts, and nuts for pregnant women, and the price of each category is different.

For example, children's nuts are 89 yuan, and the details page explains the nutrients that children need to supplement during their growth stage, and then explains that our nuts are specially formulated for children, rich in xx varieties, and meet the growth needs of adolescents.

Let me give you another example.

Like the trial packs of many products, it would normally not be sold, but the merchants have given it a usage scenario of traveling, which naturally increases the reasons for users to buy the product.

The above are some price setting tips introduced by the editor. Of course, there are also some combination pricing and buy-one-get-one-free deals, but I won’t go into those in detail as we all know them.

Usually, as long as the price is set well, conversions are inevitable.

Price setting can not only enhance the value of the product in the minds of users, but also help new products quickly acquire seed users and open up the market.