You will learn the activation and operation techniques used by Taobao and JD.com at a glance!

Promote activation (promote user activity)

It is one of the most important steps in the operation process

What are the ways to make users active?

Taobao and JD.com have already used a method that is too old

Tried and tested

After reading it, you will

Sign in to promote activity

1. Sign in

Signing in is a function that many well-known APP applications have. Its main purpose is to allow users to use the APP for a longer time, and they can even receive gifts and get discounts.

For example, Jingdong's "Jingdou"

Users only need to open the JD App and click "Get JD Beans" to sign in. If they sign in for three consecutive days, they can also receive a "Jingdou gift package."

Signing in for 3 consecutive days can earn you 100 Jingdou, which can be used to purchase goods, exchange traffic , etc. If we continue to do this for a long time, it will not only increase user activity, but also play a role in retention .

Many users want to get Jingdou, but don’t want to get them through consumption. They can get Jingdou by signing in, which saves time and effort.

The threshold for signing in to receive Jingdou is relatively low, and any registered user can sign in.

2. Follow the store to receive Jingdou

After the user clicks on the store on the page to get a gift, a page of "More Good Stores" will jump out.

As long as the user opens a store at random on the page, a barrage prompt will pop up saying "Click to follow this store to receive 3 Jingdou."

This not only allows merchants to gain attention, but also allows users to receive corresponding discounts.

3. Get gifts on the big turntable

By clicking "Transfer Benefits", users can see the prizes on the big wheel.

In addition to gold beans, there are also options such as mooncake gift boxes, 79 yuan gift boxes, no threshold coupons, and 3 Jingdou.

For users, the big turntable does not take too much time and the process is not complicated. For JD.com, it can help the platform retain users, which is a mutually beneficial thing.

For users, the threshold for the big wheel is relatively low, and the operator designs it this way so that every user can participate. Compared to other mission activities, it is more interesting to collect prizes through the big turntable.

The roulette wheel does not provide 100% of the prizes, and the prize (budget) cost needs to be controlled.

4. Consumption quota redemption

When the amount of goods purchased reaches a certain amount, you can receive a corresponding amount of Jingdou.

This is also a disguised way of encouraging users to consume on the platform. The higher the price of the goods, the more Jingdou the users will get.

Promotion

What benefits do the Jingdou (points model) receive for users?

Shopping Offers

When users open the "Discount Purchase" app, they will see that a bottle of slimming tea that originally cost 39 yuan can now be purchased for only 12.9 yuan plus 10 Jingdou.

It is equivalent to a combination purchase, which is more favorable. But please note that these products are limited-time offers.

Therefore, it cannot be ruled out that this is a promotional activity carried out by merchants and platforms, nor can it be ruled out whether these products are on promotion.

When a user's Jingdou reaches a certain amount, he or she can exchange Jingdou for cash shopping vouchers.

For example, "40 Jingdou can be exchanged for a 20 yuan cash voucher", "20 Jingdou can be exchanged for a 10 yuan cash voucher", etc. For users, Jingdou helps them save money, so they feel it is worth it.

It should be noted that all exchanged coupons have usage restrictions, and some usage rules need to be designed, such as "coupons can only be used when the purchase is over 500" and "coupons cannot be used for special products."

What is the purpose of coupons?

1. Coupons are more conducive to attracting users to visit the store again

For some reason, the user may not purchase the product or may not enter the store when entering the online store for the first time.

However, when the user wants to make a purchase, he will see the coupons promoted by the platform or the merchant. The user only needs to click once to enter the merchant's online store.

2. Physical stores also often hold such activities.

For example, if you have a meal at a restaurant, the merchant will give you a redemption coupon. Next time you go to the restaurant to eat, you can use this coupon to exchange for snacks, which will increase the rate of secondary consumption.

3. Coupons give users a sense of “affordability”

4. Coupons are a form of display activity

Merchants directly tell old customers through coupons that there will be a promotion at XX time and you can save money at XX time.

5. The more you spend, the more discounts you get

Taking Meituan Takeaway as an example, merchants will hold an activity of "20 yuan off for purchases over 30 yuan". After using the coupon for the following product, you only need to pay 23 yuan, which is a great discount for consumers. Therefore, the higher the price consumers purchase, the more discounts they enjoy.

6. Coupons can attract customers

Large platforms like Tmall and JD.com have special entrances (coupon navigation) for coupons, which provide more exposure for stores and make it easier for users to collect them.

Register to receive discount

1. First-time registration discount

For example, Meituan Waimai can provide registration red envelopes to newly registered users.

"New users of Meituan Takeout can receive takeout red envelopes of up to 15 yuan." This approach is a win-win situation for both the platform and users.

However, it should be noted that Meituan Takeout will design some rules, such as "one mobile phone number corresponds to one user can only enjoy the discount once" and "not every merchant that settles in Meituan will launch instant discount activities for new users".

2. New business, register to receive discounts

Ctrip has launched the "homestay reservation" product in the past two years.

When users enter the "Ctrip Homestay Page" for the first time, they can receive coupons. When users pay to book a homestay, they can use the coupon to deduct the room fee.

It should be noted that Ctrip will design some rules to control costs. For example, there may be a time limit, such as being valid within 7 days or a coupon can only be used when spending a certain amount of money.

Users who register for Ctrip Homestay for the first time will also receive a "homestay coupon with a maximum discount of XXX yuan" randomly provided by the platform.

No matter how big or small the coupon amount is, as long as it can help consumers save money, it is worth it for consumers.

3. Vouchers to promote activity

Previously, JD.com also held a "newcomer exclusive event", where customers could get a 79 yuan coupon for the first order over 79 yuan through the client.

If the user has not registered a JD account, or has multiple mobile phone numbers and thinks he can take advantage of this, then he will fall into the trap of the merchant and the platform.

For example, when a user collects 79 yuan, fills in the address and pays. JD.com will prompt users of various payment methods such as WeChat Pay and JD.com Pay .

Among them, JD Pay has a special mark below (5 yuan off for first order over 19 yuan, limited to physical items).

When users want to save another 5 yuan, JD.com will remind users that they need to bind various bank cards in order to obtain the discount.

After the purchase is completed, the user will receive an email from JD.com, informing the user that they will soon receive the express delivery and the 79 yuan voucher promised by the platform.

As a result, when the user received the express delivery, he found that JD.com’s 79 yuan voucher was divided into 7 pieces, and he had to use up all the 79 yuan in 7 times. Then every time the user uses the app, he or she will be activated and retained.

However, this form of coupon may be troublesome for some users. But it is a good thing for the platform, as every successful one is a win.

For the platform, once a user downloads and registers the App, regardless of whether the user will make a second purchase, JD.com only pays a 5 yuan coupon, and the registration cost is far lower than the market price of hundreds of yuan.

If the user shops again, JD.com will gain a long-term user. In order to use the 79 yuan coupon, users will spend more money on JD.com, and the platform will generate more revenue.

From the above points, we found that designing coupon functions:

1. It will make users feel that they have made a profit. When users get coupons, it means they can spend less money to buy goods. It will improve new customer acquisition, customer activation and retention
2. Coupons can also encourage users to continue purchasing products on the platform, and the platform will make a profit.
3. If a merchant wants to hold an event, it will not be easy to raise the price again after lowering the price directly. A sudden price increase is difficult for users to accept. Merchants will provide a limited number of coupons for users to grab in order to maintain product prices and retain consumers.

Source: Activity Box Operation Society