Case review: e-commerce user growth hacking methodology

User operations in e-commerce involve many points, and they are very trivial. In addition, Taobao ’s own rules and gameplay are iterated very quickly, so many people cannot grasp the key points and cannot make sense of it. How to utilize free traffic to maximize user acquisition has become a very critical factor.

This article is a review of a user growth case I was responsible for at an e-commerce company. The background is: maternal and infant products, Tmall KA store, and annual GMV of 70 million.

When I first started to be responsible for the growth of store users, the proportion of paid traffic was higher than that of my peers, which was not very healthy. So the idea is clear, there is no need to pay for traffic, and free traffic can be maximized!

Today, I will review with you from five aspects : Weitao, group chat, SMS, new media , and packages , and explore how to maximize free traffic to bring about user growth.

1. Weitao

As an important base for Alibaba's content marketing , Weitao not only has a very prominent resource position (at least 300 million traffic per day), but also carries Alibaba's expectations for its own content ecosystem.

But the current situation is that the front floors of most stores have become advertising spaces for 9.9 promotions with free shipping. There is no valuable content output by users at all, and the pictures on Weitao are very "eye-catching". How can such content attract users to stop and watch? Especially in the context of Taobao’s fragmentation.

Therefore, the store must rhythmically output high-value content based on its own product features and positioning. In addition to daily content maintenance, Weitao's activity plug-ins must be utilized, such as: building buildings, collecting coupons, inserting group chats, etc.

Here we will focus on building a building: we build a building every two weeks, and give out a coupon every 50 or 100 floors (usually at a 60% to 70% discount). Each time we build a building, there are about 10,000 floors. The fastest time was when all the coupons were sold out in half an hour. Once users grab the coupons, 90% of them will make purchases.

Inspiration: Weitao’s content marketing is very important. Valuable, tasteful content that matches the store’s tone will greatly increase user activity and conversion rates .

In addition, we should be good at utilizing various activities of Weitao, and it is best to make a series. The time point for building a building and the cover picture of each building are fixed. At present, this will give users a strong psychological hint and increase users' awareness and participation in store activities.

2. Taobao Group Chat

Taobao groups are a powerful tool that is easily overlooked by many e-commerce operators . Why do I say that?

Different from WeChat groups , Taobao groups have only one purpose, which is consumption and purchasing. Users in this group rarely have the need to chat and socialize , they basically just want to shop. However, many store groups are basically dead groups once you join them, with no guidance or activities to participate in.

Based on this, we first changed the name of the group chat and the automatic reply text when joining the group was changed to "join the group to enjoy red envelopes", "limited time flash sales" and the like. Then, at the top of the store homepage, the group chat entrance is displayed on the Wangwang terminal, the details page, and the Weitao terminal. The next step is to promote conversion through activities.

Here we focus on two activities:

(1) Red Envelope Fountain

Allow users to grab cash or coupons in the group for a limited time, usually 60 seconds. This can be set multiple times a day and can be increased during promotions.

(2) Limited-time flash sales

We will select some popular products in the group every day and set up limited-time flash sales.

Common examples include:

• The popular item originally priced at 99 is on sale for 9.9 for a limited time of 1 minute, and only 20 pieces are available.
• New product with original price of 199, limited time offer of 9.9 for 1 minute, only 30 pieces available.

Since the time, price, and number of items for flash sales are all random , it will strongly arouse users' desire to get a small bargain. Everyone will enter the group from time to time to see if there are any flash sales, so the group chat is very active. Our group chat level is constantly improving, and we have also received Taobao's rights upgrade.

Every time a user fails to get a coupon, we will use certain words to appease him and ask him to come back next time. If we meet an old customer, we will resend him another coupon.

Throughout the entire process, what users actually experience is a complete classic process of attracting new users → retaining users → promoting activation.

Revelation: Limited time flash sales, red envelope fountain. The amount, time, etc. can be completely random, so that users cannot guess or grasp the pattern. This takes advantage of the greedy nature of human nature. We only need to give up a part of the profit to greatly improve user stickiness and activity. The prerequisite is to guide the group conversation well to avoid users who failed to grab the tickets from grumbling and complaining in the group, which would lead to the phenomenon of bad money driving out good money.

3. SMS

During big promotions such as Double 11, Double 12, 618 , 38 Queen's Day and other periods, we will issue coupons and scripts of different amounts to different users based on the background plug-ins. According to feedback from the background, the SMS mass delivery rate is around 95%, the opening rate is between 1-5%, but the order-guiding rate and customer service consultation rate are very high, and the ROI can reach over 100%.

Even if you spend 100 yuan to send a text message, maybe 1,000 people will receive it, but 20 people will open it. But the cumulative order amount of these 20 people may be 5,000 yuan!

The RMF model is as follows:

According to this model, users can be divided into 9 dimensions, and the stickiness, consumption ability and loyalty of users in different dimensions are different. How to create the greatest value for users in every dimension is the core of e-commerce user operations .

Inspiration: The RFM model is just a specific method for user operation stratification. You can also refer to other models or even summarize them yourself. The purpose is to screen out the different needs of different users, and then send targeted sales pitches and coupons to stimulate consumption. At the same time, users will feel valued like VIPs because of your different treatment, killing two birds with one stone.

4. New Media

The new media of e-commerce has now developed very maturely, with most of them being service accounts (for conversion and product promotion). You can also open a subscription account to output valuable content. For example, we are in the maternal and child business, and our subscription account is all about parenting experiences and ideas. If you sell women's clothing, you can talk about some fashion trends and dressing tips, etc.

E-commerce new media has a natural advantage, which is that there is a steady stream of traffic that can be imported into the new media matrix . Whether it is stores, packages, customer service guidance and other channels , there will be considerable traffic coming in every day. Therefore, the new media of e-commerce must be combined with the operating rhythm of the store so that users can be activated.

Cute baby voting is a major series of activities we carry out on the service account according to the rhythm of store operations. We have produced more than a dozen seasons so far, starting on the 15th of every month. Before, during and after the event, we will publicize the latest information about the event in customer service and Weitao.

The end result was that the number of participants and exposure of each event doubled. Users who didn’t have time to attend excitedly chased our customer service to ask how to participate, and couldn’t wait to make an appointment for the next time.

Revelation: Maternal and infant products and baby photo-sharing and voting are activities that no mother can resist, and with the serialized and fixed promotion of activities, user participation is very high, which is accompanied by word of mouth and increased repurchase rate. Therefore, the new media of e-commerce must be combined with the operating rhythm of the store to find activities that can attract more users.

5. Red Envelope Card

In the express deliveries we send out, there will be an exquisite red envelope card in the product packaging bag. After receiving the package, 90% of users will scratch the red envelope card and then scan the code to add customer service to receive it.

The process is as follows:

When we tested the red envelope card, the amounts used were 0.88, 1.88 and 2.58 respectively. We found that 2.58 has the best effect, with an average user collection rate of over 80%. Most users can successfully follow the official account or join the group after being guided by customer service.

At a time when the current cost of acquiring fans for public accounts is more than 3 yuan, we have acquired a large number of loyal and accurate fans at a cost far below the market price.

Inspiration:

Express parcels are something that every store tends to overlook. Apart from praise cards or after-sales cards, most stores will not put anything else in the parcels. In fact, red envelope cards are just a form of promotion, the purpose of which is to attract users to scan the code and generate repeat purchases.

We can conduct AB testing on small batches of red envelope cards (different amounts, different styles, different groups of people, etc.), even if only 10% of users see the red envelope cards. If a store sends out thousands or tens of thousands of packages every day, the effect will be very significant.

at last

The core of e-commerce is performance. Naturally, we cannot do without the performance decomposition formula:

Performance = Traffic conversion to average order value

User growth is actually a breakdown of the above three indicators from another perspective. Even when free traffic is exhausted, using a good combination strategy can increase conversion rate and average order value.

Today’s case review only starts from one category. In the e-commerce system, different categories have huge differences in their operating rhythm, user attributes, average order value, official traffic support, etc. Even within the same category, the size of the store level will lead to differences in the above factors.

Therefore, everyone must explore the playing methods and user growth strategies that suit themselves based on the characteristics of their own categories and stores, and must not copy blindly.

Author: Scrambled Eggs with Tomatoes, authorized to be published by Qinggua Media .

Source: Scrambled Eggs with Tomatoes