3 factors that affect product promotion and conversion (Part 2)

Many adjustments seem simple, but the leverage effect behind them is indeed powerful. Friends with strong execution ability must have been packaging your copy . If it is useful and effective, don’t forget to tell me! Without further ado, today we will talk about another important factor in product transactions - user impulse!

Have you ever experienced the following scenario?

1. The old phone can still be used, but after the new phone was released, I liked its functions and appearance, so I had to change to a new phone.
2. I went to the mall with my girlfriend to buy clothes. I had no intention of buying anything, but after the sales assistant talked me into buying something, I ended up buying it.
3. I bought a lot of things at once on Double 11, but later I found out that the cheap promotions were just a trick played by the merchants.
4. I had been eyeing something for a while, and suddenly one day the seller was holding a promotion and giving away small gifts, so I bought it right away.
5. A skirt I had been eyeing for a long time was suddenly sold out one day, so I immediately bought a similar style.
6. …

There are many such phenomena in life. In fact, there is one thing at work in all of these phenomena - impulsive psychology! Of course, once our impulsive psychology is stimulated (stimulus factor), within a certain fixed period of time, our behavior will be easily influenced by the outside world (purchasing behavior)!

You buy a new phone because a certain function is very attractive to you; you are persuaded to buy clothes because the shopping guide said it would look better with your girlfriend; the crazy shopping on Double 11 is due to following the trend and the desire to get a bargain; the seller gives small gifts because of the desire to get a bargain; buying a similar style of a sold-out skirt is actually due to regret...

These are all different "stimuli", which are the triggers for transactions and can directly influence user behavior at a certain point.

In our operations , whether we are writing promotional copy, organizing activities, etc., we must be good at discovering and making good use of these "stimuli". Today's article is to teach you how to find these "stimuli" to help us better improve conversions in actual operations!

Strategy 1: Describe the user usage scenario after the hypothetical transaction

To put it simply, assuming that a transaction has been completed, we can describe many user usage scenarios (from our own perspective or from the user's perspective), and these scenarios are what users yearn for, or we can bring users into the usage scenarios of your product, giving them an illusion that they have really bought it and are using your product, and then they "habitually" buy it, thereby achieving an impulse effect!

I have seen an electric toothbrush advertisement for Light Life before. It is very well written. It depicts a usage scenario that users are very much looking forward to. Here is just a small part of it. Let's take a look at what it says:

"My favorite detail is that most electric toothbrushes are charged through a charging base, so if you are going on a long trip or going home for the New Year, you have to carry the charging base with you, which is not only inconvenient but also easy to lose. However, the XX brand does not have this problem. It uses a USB port to charge, and you only need a data cable, so you don’t have to worry about charging problems wherever you go."

"Speaking of charging, it is worth mentioning the battery capacity of the rechargeable toothbrush: charging for 3 hours, brushing teeth for 6 months, other electric toothbrushes can be used for 7-21 days on a single charge (I don’t know whether it can be used for 6 months, anyway, I have used it for almost two months and it is still fully charged)"

This is an advertisement with a strong sense of immersion. When users read it, they feel as if they own such a cool electric toothbrush and are enjoying the ultimate experience described in the copy. This is the power of describing the usage scenario after the transaction.

Strategy 2: Emotional demand method, purchasing users ≠ using users

This type of marketing is usually widely used when the purchasing users ≠ the using users, and it is very powerful. To put it simply, the actual purchasing users are not the real users of the product. At this time, we can guide the marketing language to the emotional needs of purchasing users for using users.

Many of my friends who have just started working are very tight on money, but they can spend a lot of money to buy birthday gifts for their girlfriends;

For example, "Respect your parents, Melatonin", these seven simple words can help young people who actually buy Melatonin find a way to show their respect to their parents;

Haagen-Dazs regards itself as "a way to express love" in the minds of users rather than a "snack expense", so users will naturally be more willing to spend money.

When we can't find a breakthrough point from the purchasing group, we can try to consider whether the actual user group of the product is the purchasing group. If not, is there any emotional connection between the user group and the purchasing group? This is the starting point, which can make the buyer instantly impulsive and make a purchase!

Strategy 3: Use positive induction to get users to follow you

This kind of transaction-promoting idea is to guide users to buy from the positive side. There are many methods. Here I will only share a few common ones. The useful ones can be directly applied. Friends who are interested can contact me for communication:

1. Settle accounts for users

What is accounting for users? There are actually two ways of thinking: counting big and counting small. Let's look at them one by one:

Generally speaking, it helps users calculate the cost of obtaining products of equal value to yours through other channels and compare it with the cost of purchasing the product! Help users to clearly understand how to obtain investments and returns of equal value. for example:

An e-book helps users save three years of detours. The cost of obtaining the same knowledge is to buy your e-book and spend three years of study time!

For example, clothes of the same material, style, and quality cost at least XXX in specialty stores. The cost of getting the same experience is to buy your product and to buy it at a higher price in a specialty store.

For example, when selling a software, tell the user that the cost of outsourcing development is at least three times higher, and that it is much cheaper to buy your product than to outsource the development to get the same software.

So what is counting down? It is to add the time dimension and refine the cost. The reason is that users have no concept of a single high average order value. If it is broken down to daily or hourly amounts, they will be much more receptive to it. for example:

The average customer price of product A is 500 yuan. If we add the time dimension, we can say that the cost per day is less than 2 yuan, and you can get...

Some people say that users will also do the accounting themselves. Yes, in fact, the purpose of our accounting is to let users follow our ideas to do the accounting. In the end, they will fall into the "pit" you have dug in advance, and then they will start to act impulsively.

2. Give users a "good deal"

Most people like to take advantage of others, and many businesses have seized on this psychology of users and set up many "bargains" for users to take advantage of. The reason why users think they have taken advantage is that they think what they have obtained has exceeded their expectations;

At this time, the user will be more impulsive because he will think that he will not be able to get the advantage if he misses this opportunity. In fact, we can see scenes like this everywhere, but most of the time we don’t pay attention to them;

The most common thing on the streets is "manufacturers clearing out their inventory and selling at a big discount." If you are a careful person, you will find that many of these stores are clearing out their inventory all year round and they never finish clearing out all the inventory.

We can also find other people’s training courses on the Internet, and at the end there will be a message saying that if you sign up you will get a video tutorial, e-book, software, etc. worth XX thousand yuan. This means you can get great value for money and get a great deal!

For example, many e-commerce websites give away several items for free when you buy multiple items. The more you buy, the more items you get. In fact, the method they use is to let users "get a bargain"! It's to make your heart beat faster, and once your heart beats faster, you'll be prone to impulsiveness, and once you're impulsive, you'll be prone to buying!

There are many other ways to induce users to have impulsive psychology in a positive way, such as using price routines, creating product scarcity, amplifying differentiated value, fear of losing psychology, etc. Due to limited space, I will not introduce them one by one here. I will share them with you one by one in the following articles.

Conclusion

I have always told my friends that all operational work ultimately comes down to conversion. Operations with only traffic but no conversion rate are failures. Many times, there are patterns in user conversion behavior. Only by following these patterns and constantly finding the factors that cause these patterns can you truly achieve conversion.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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