How to use order-sharing red envelopes to attract new users?

Many people order takeout every day. Before ordering takeout, they will first look for takeout red envelopes in the WeChat group , and then place the order after receiving the red envelopes! As a keen operator , you should be able to sense that order sharing red envelopes are a good way to attract new customers , and are especially suitable for e-commerce transaction platforms. Companies like Ele.me , Meituan , and Luk Kin Coffee are all using this function. It is also a weapon commonly used by e-commerce growth hackers .

Benefits of using the order sharing function:

1. Promote new customers. In order to get red envelopes, old users can actively share the link with friends after making a purchase. Both themselves and their friends can receive the red envelopes. Moreover, the users are actively helping you to attract new users. Why not do it?
2. Increase repurchase rate. For e-commerce platforms, repurchase rate is a very important indicator. When users receive red envelopes, the first thing they think about is how to use it, thereby increasing the user's repurchase rate.
3. Increase average order value. If red envelopes are used appropriately and the threshold for using them is raised, the average order value will increase. Think about it: Have you ever added things to your shopping list just to meet the discount requirements, only to find out in the end that you bought a lot more things?

It really is killing two birds with one stone, so can we also develop a set of such functions? But what is the specific process? What are the things we need to pay attention to? How to develop backend functions? Today I will share with you the order sharing process that I have done before. If there are any functions that are not suitable, you can adjust them according to your own situation!

1. Flowchart of order sharing

After the user places an order in the APP, the red envelope will be shared to the WeChat group (other channels are also acceptable). Users in the group can open the red envelope page and enter their mobile phone number to receive the coupon. After successfully receiving the coupon, they can download the APP to place an order and repeat the process again!

2. Prompt to share when placing an order

I won’t go into details about the sharing function when the user successfully places an order. Just pop up a prompt after the user successfully places an order: the user can now share the red envelope with friends (they can also receive it themselves). At the same time, add a red envelope sharing icon on the right side of the order details page. Click it to pop up the sharing pop-up window.

3. Order sharing red envelope activity page

Friends in the group can click on the event link to enter the red envelope receiving interface, which mainly includes several important sections such as event theme banner, event copy , mobile phone number input box, event rules, brand display, etc.

It is best to set the event theme banner to be replaceable in the background, mainly to facilitate operators to set different theme activities; the event copy is written to match different event themes; the mobile phone number input box needs to determine whether the mobile phone number entered by the user is correct, and give a corresponding prompt: Please enter the correct mobile phone number.

If the mobile phone number filled in by the user has not been registered in the APP, the operator can use the following two methods to record the data:

1. Directly register the phone number filled in by the user by default, which may lead to the risk of being attacked by crazy registration;
2. Record the unregistered mobile phone number in a new data table, and record the amount and validity period of the coupon. It is recommended to use the second method;

The activity rules mainly inform users of the activity details, how to use coupons, the time of arrival, channels for seeking solutions to problems, and how to avoid certain legal risks.

Rules for using XX gift package:

(1) What is the use of the XX gift package?

XX gift package is an activity launched by XX.com and important partners to give back to users. The coupons received can be used in XX mall.

(2) Rules for receiving the XX gift package

During the event, users can receive the coupons after entering their mobile phone numbers. Each user (mobile phone number) is limited to receiving the coupons once. After receiving the coupons, they will be directly recharged to the corresponding XX mall account (mobile phone number). Some cities have restrictions on receiving the coupons. Due to the large number of people receiving the coupons, the coupons may not be credited immediately. XX will automatically recharge for you within 24 hours. Please check back later. The customer service phone number is 400-XXX-XXXX.

(3) How to view and use the XX gift package?

• Click the "Use Now" button on the page to go to the XX client to use it. Users who have not installed the XX client need to download and register; after logging into the XX client, click "Personal Center" - "Coupon" to see it.
• After confirming that the gift package has been received, you can use the XX mall client to purchase the product, and you can use the coupon to deduct the cost when checking out in the shopping cart.
• The same user is limited to using one gift package (the same account, the same mobile phone number, the same device number, the same bank card reserved mobile phone number, and the same payment account are all counted as the same user).

(4) Other matters needing attention:

• There are multiple coupons in the gift package. Please check the restrictions of each coupon by clicking "Personal Center" - "Coupon" after successfully receiving it;
• After you successfully receive the gift package, the mobile phone number you use to receive the gift package will be registered as a registered member by us, and XX Mall will notify you of the latest activities via SMS, email or phone call.
• For other questions, please call the customer service hotline 400-XXX-XXXX
• XXX reserves the right to interpret the activity within the scope permitted by law.

4. Red envelope received successfully

The order sharing function I made is different from the takeaway red envelope function. The takeaway red envelope has the largest amount for the Xth red envelope, and the specific user information and amount received will be displayed at the bottom for each user who receives it. This function can set the type of red envelope and the total number of coupons, and everyone who opens it will receive the same number of coupons. Of course, you can adjust it according to your actual situation.

Things to note:

1. In order to make the activity link controllable, it is best to set the type, amount and number of coupons in the background;
2. There are five main types of coupons: new user exclusive coupons, cash coupons, discount coupons, discount coupons, and prize redemption coupons.
3. The discount strength and amount on each coupon can be set by yourself in the background;
4. It is best to add an expiration date to each coupon to give users a sense of urgency. It is usually set to 3 days, 5 days or 7 days.

If the same activity page is seen by users on different channels, and they enter the same mobile phone number and click to receive the gift package, a prompt will appear: You have already received the gift package!

If it is a different activity page, but you only want users to claim it once, then the prompt will be: You have participated in similar activities, please check your account coupons. There is a button below that says "Download APP to view" to guide users to download or open the APP!

It is best to set the event time on the event page and remind users when it expires: the event has ended! You are late, come earlier next time!

5. Backend functions of order sharing function

1. In order to facilitate different channels to use this function, it is necessary to set up channels, and channel names cannot be repeated.

2. Because the platform already has a coupon function, first create a coupon generation code (that is, the prefix). The maximum number of coupon prefixes that can be set is 5, and the minimum setting number is 1. The function of this number is not reflected. The exclusive coupon for new users is a special coupon with an added check box function. It is only available for the first time redemption of a mobile phone number.

3. The coupon package can be set with a validity period of several days, and an integer N must be set. The calculation method is today + N days later, and the expiration time is 24:00 on today + N days. The expiration time of all coupons in the coupon package (including redemption coupons) is dynamically calculated from the time the user collects them.

4. Validity period of the event page:

• The end time of the activity page must not be later than the expiration time of the coupon. When submitting after this date, a prompt will appear saying “The end time of the activity page must not be later than X month X day”.
• After the event page expires, the front-end page will display "The event has ended! You are late, please come earlier next time!"

5. The activity title is the text displayed in the browser title bar of the activity page, which can be edited and defined by yourself.

The activity list displays 15 results per page, sorted in ascending order by the latest time. The list contains fields such as "Channel Name", "Coupon Prefix", "Coupon Package Validity Period", "Activity Validity Period", "Activity URL", and "Operation", which can be edited and modified by operators.

VI. Conclusion

Currently, many e-commerce platforms are using the order sharing function. It is really a good tool for operators who are struggling to attract new customers. If you use it skillfully, you can also gain tens of thousands of users at a low cost.

The function introduced above can not only be used for order sharing, but can also be directly used as a coupon activity page and placed on other platforms.

Finally, if this function cannot meet your needs, you can adjust it according to your own situation.

Author: Sun Ming, authorized to be published by Qinggua Media .

Source: Everyone is a Product Manager