How to increase product repurchase rate? Share 4 tips!

Whether you are doing e-commerce or physical store marketing , you will often encounter such classic problems:

“Why did I never see a user come back after buying my product once?”

This is a common problem we encounter with low repurchase rate. That is, users rarely make repeat purchases, or simply put, there are few returning customers.

Then why is the repurchase rate so low?

Maybe many people will answer like this:

Answer: "Maybe the ads weren't stimulating enough, causing users to forget about your product - invest more in advertising and spend more money!"

But he’s almost bankrupt, and my users still haven’t come back? !

Answer: "Maybe the product is not good enough, resulting in a poor user experience - increase R&D investment and improve the product again!"

But my product has been improved to be better than Apple’s, but users still don’t even look at it.

Answer: "Maybe..."

But, I have no money...

What is your answer?

Our answers of using factors such as advertising investment, product quality and service experience seem to make sense, and it seems that everyone can use this set of answers to explain their own problems.

However, applying generic answers to explain your own marketing problems and then solving them based on generic methods - this approach does not effectively analyze the real causes, and the final results are unlikely to be better.

It’s like a child always does poorly on exams, and every time the parents analyze the situation, they say, “It must be because the child played with his phone during class! Or it must be because he didn’t review seriously before the exam, so he did poorly…”

But the child’s cell phone was confiscated, and he reviewed seriously before the exam, but in the end his exam scores remained at a stable ranking - last in the class.

1. How to explain the problem of "low repurchase rate"

So, are there other ways to better explain the problem of “low repurchase rate”?

have. Here is a recommendation for you: you can analyze the entire process of users accepting the product - referred to as "holistic analysis".

For example, in the previous example, your child did not do well in the test, but you only analyzed the two local phenomena in class and before the test, but did not analyze the entire learning process of your child one by one - for example, the test score result is only the test part of the entire learning process, but the entire learning process also includes the preference for the course, preparation before class, attention in class, review after class, regular review, review before the test, the test process, the end of the test, and the summary after each test. The test results are affected by every link , so, I'm annoyed (this analysis is for reference only)

Similarly, if we want to better understand the reasons for the low repurchase rate of a product, we can also adopt the "holistic analysis" method - analyzing the entire process of user acceptance of the product.

Because the entire process of users accepting your product actually has multiple sub-stages. If something is not done well at a certain stage, it will affect the product repurchase rate and other issues.

In the book Super Creativity is Super Symbol, Hua & Hua proposed that users have four stages, or four roles, when consuming:

1. Before purchasing, users are in the role of audience;
2. In the purchase, the user is in the role of the buyer;
3. When using a product, the user plays the role of the experiencer;
4. After using the product, the user plays the role of a communicator.

When you shop for a certain brand of clothes on Taobao , you are in the audience role;

When you place an order to purchase the dress, you become a “ purchaser ”;

Wearing it on your body is considered as the role of experiencer ;

Finally, your friends think your clothes are beautiful and they buy clothes of this brand because of you, then you become a disseminator .

Therefore, if we want to more effectively improve repurchase rates and other issues, we must pay attention to the user's role behavior at each stage as a whole.

2. What should be done in each stage?

1. Pre-purchase users – “audience”

When users are shopping for clothes on Taobao or in a mall, they are in the audience role. But the user audience role is also divided into two types: the audience who sees your product for the first time and the audience who sees your product for the second time or more.

For example, I am thirsty and want to buy a bottle of drink, so I go to the convenience store to see if there are any suitable drinks. I saw the "脉动" drink, which I have never tried before. I am the first consumer of this product.

But I also see Coca-Cola , a brand I’ve drunk before, so I’m a second-time audience for this product.

What’s the point of me explaining these two audiences?

Because different audience types require different corresponding marketing methods, the marketing effect will be more effective.

(1) First-time audience

Such audience users are faced with a large number of information choices or a large number of homogeneous products. What you need to do most is to make your product attract the attention of this type of users among many homogeneous products or information.

A large number of experimental results by psychologists show that the main reasons why people can be attracted by a large amount of information are: it is beneficial to me and it is related to me.

For example, the advertisement of Dongpeng Special Drink: "When you feel sleepy or tired, drink Dongpeng Special Drink." The phrase “sleepy and tired” in this advertisement is the most relevant interest point for users who want to fight fatigue. When first-time audiences who have never drunk this product hear this slogan, it can attract them from a large amount of information - because "it's good for me."

There are a lot of entertainment programs every day and I don’t know which one to watch. Hey, I suddenly found out that Stephen Chow was in a show! OK, I'll watch this show! Because I like Stephen Chow - this show "relates to me".

(2) Secondary or higher audiences

Why do brands like Coca-Cola and Wanglaoji continue to advertise even though they are well-known to many users?

The most important reason is to stimulate users of the "secondary audience" to make repeat purchases and increase the repurchase rate.

Because the human brain is prone to forgetfulness. Psychologist Ebbinghaus proposed the famous law of forgetting to explain the phenomenon that our brain is prone to forgetfulness. For example, you may have forgotten some of the names of old classmates you haven’t contacted for many years.

Therefore, repeatedly stimulating the same advertisement is not an idiotic behavior, but a very smart marketing strategy!

2. Users in the process of purchasing - "buyers"

Before making a purchase, the user is in the role of "audience", and when placing an order, he is in the role of "buyer".

We are all familiar with this role, but when users enter the role of "buyer", they are faced with more than one product choice. For example, if you want to buy a bottle of shampoo, you go to the supermarket and see dozens of brands, which also means you have dozens of choices.

(Pictures from the Internet)

So how do you increase the chances of users choosing your product to purchase at this stage?

You can adopt a "comprehensive media" strategy - turning product packaging, product copywriting , shelves, etc. into a media. What's the meaning? For example, if you are a tea beverage brand, you must make sure that your teacup design, store decoration, teacup copy (printed on the cup body), and even paper towels all have your brand logo or other promotional information about your brand. I see that many hotels have their logos printed on their paper towels, daily necessities, etc.

This approach will not increase your costs much, but it will be very helpful in increasing the repurchase rate. Because among the factors that influence users' purchasing decisions, one of the most important is familiarity - many people often choose brands that they have heard of, seen, and are familiar with when buying a product.

"Should I buy Head & Shoulders or Kangaroo?"

"Forget it, let's go with Head & Shoulders. I haven't heard of Kangaroo."

If you fully mediate everything related to your product, it will increase users' familiarity with your product. Then, when the user chooses a product, your product will be easier for him to identify - the sense of familiarity will increase the chances of the user choosing your product.

(In fact, comprehensive mediaization is also helpful for attracting traffic - for example, if you drink from a cup with the Starbucks logo in front of your friend, it may stimulate him to buy a cup of Starbucks as well )

3. When using the product - "experiencer"

When your product is used by users , the users are no longer in the role of buyers, but in the role of “experiencers”.

After reading this, I need to tell you that many products are most likely to lose users at this stage. This is an important stage that affects user repurchase rate. If your product gives you a good user experience, the chances of repeat purchases may be greater.

Therefore, if you want to increase the number of times users buy your products, your product experience must be better than others.

The good point here is not to let you invest several times more in R&D costs than others, but to appropriately enhance the experience (of course, sufficient investment in product R&D is also important).

For example, some orange juice drinks have some fruit pulp added to enhance the juice experience, making people feel like they are drinking real orange juice.

When you visit relatives and friends during the Spring Festival and buy fruits as gifts, you will find that the freshness of the fruit is not the point, the point is whether the fruit packaging is elegant - because elegant gift packaging will make the person giving the gift more "face". Therefore, for gift products, making the packaging better looking is a way to enhance the experience.

(This is also why mooncakes that tasted terrible in the past few years could be sold for thousands of yuan - because the packaging looked like it was worth thousands of yuan)

In short, you have to look at your products and marketing from the perspective of an experiencer - how to better enhance the experience of your product, make users more aware of your product, and thus like to use your product again.

4. After using the product - "Evangelist"

After users purchase, experience and use your product, they actually play a very important role – “disseminator”.

As the name suggests, after using your product, users will intentionally or unintentionally actively spread and promote your product. This is similar to the "word-of-mouth effect" often mentioned on the Internet . The related brand we hear most often is Xiaomi.

But this is a user role that is not utilized well or ignored by many product developers.

So how can you get users to become disseminators of your product after using it?

You can think about it, why are we willing to actively recommend some products and brands to people around us?

(Well, this question can be written into an article)

You can think about it from two dimensions (you can also start from other dimensions) : products and advertising copy.

(1) Product Mediatization

This phrase is quoted from Li Jiaoshou .

Simply put, let your product speak for itself.

For example, last year’s very popular game Honor of Kings , many users saw others playing it and then downloaded it on their own initiative. Not to mention the ability to "play games with friends" and other features - this product speaks for itself , without the user having to deliberately spread the word.

The "comprehensive media" mentioned earlier in the purchasing stage is actually a way to make it easier for users to spread your products. For example, if a user's Starbucks cup is beautifully designed, many people may use it as a home decoration after drinking from it. When a friend comes over and sees the Starbucks cup, the user becomes a Starbucks disseminator, forming secondary dissemination.

(2) Advertising copy

Your product copy should be something that users can easily tell others about.

For example, the advertisement of Dongpeng Special Drink mentioned earlier - "When you feel sleepy or tired, drink Dongpeng Special Drink". Once we have seen it, it is easy to tell it to others, and the communication cost is low.

If your ad copy reads:

"Stunning at first sight, still the same when we meet again"

(Taobao screenshot)

This poetic copy is indeed very literary, but unfortunately most users are not poetry researchers.

If it is too difficult to retell or the user has no intention to retell after hearing it (the communication cost is high), then it will be difficult for the user to become a "disseminator" of your product after using your product .

Therefore, whether it is your product design, advertising copy, etc., try to consider it from the perspective that others are willing to spread it and the cost of dissemination is low. In this way, users will be more likely to become disseminators of your products - repurchase rate, traffic or CPM, etc. will be more effective.

3. Conclusion

If you want to more effectively solve the problem of why the product repurchase rate is low, you might as well analyze the entire process of users accepting your product one by one - from the time the user sees your product to the time they use it, which stage did you not do well?

This article shares four stages, each of which has different roles:

• Before purchasing, users are in the role of audience;
• In the purchase, the user is in the role of the buyer;
• When using a product, the user plays the role of the experiencer;
• After using the product, the user plays the role of a communicator.

Therefore, only by analyzing user roles at different stages can we effectively adopt targeted marketing methods to better improve repurchase rates, traffic generation and other effects.

The author of this article is @怪兽先森 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games