The secrets to customer acquisition, conversion and repeat purchases in the P2P industry are all written here!

The P2P industry is so hot nowadays that major online lending platforms have launched various P2P investment and financial products in order to cater to the needs of different groups of people.

So in such a competitive environment, how can P2P platforms use more effective advertising to attract more investment users? How to retain customers and get them to re-engage? How to trigger user growth ?

To acquire new users, the first thing is to find the source of traffic channels , such as some information platforms with large traffic.

Our steps for guiding new customers are to have them register first, and then give them a certain amount of financial red envelopes to encourage them to try it. This is actually a dessert. In order to attract users to complete the conversion and then make their first investment, we will retain users through continuous push and pull and encourage them to reinvest. This is an overall link from attracting new customers to conversion.

If you want to attract new users accurately, you need to do detailed research before advertising.

We will make an estimate of price, conversion rate , and click-through rate before launching the campaign, and then make a launch plan. We will use this plan to guide future conversion data and not launch blindly. We will create user portraits and segments based on region, population, gender, age group, etc. to more accurately target the target population.

In fact, all advertising platforms cannot obtain absolutely accurate users in the first delivery. In addition to the target user group labels on the associated definition and matching platform, the account itself will also have a quality score. The accumulation of this quality score depends to a certain extent on the accumulation of delivery, such as the amount of consumption.

During the initial trial launch, you can first launch the campaign, then do some testing, find different tags to combine and match, and finally adjust to the best combination.

Regarding attracting new customers, although the targeted population has a match, potential audiences may not necessarily be attracted after the advertisement is placed, so how to catch the user's attention requires designing good creative ideas.

Regarding retention, most of the users brought in by the activities will usually complete the registration. However, because products such as P2P require a very cautious conversion decision cycle, users will not necessarily make their first investment after registration. Therefore, it is necessary to build user confidence in decision-making , which requires time and effort to achieve.

We will use special time periods to trigger user growth.

For example, for the company's two-year anniversary celebration , we cooperated with a well-known hardware manufacturer and placed the entire special event advertisement on the advertising positions of all of the manufacturer's devices, including the manufacturer's televisions and mobile phones. Therefore, the exposure traffic on the day of the event reached a very high frequency.

Another thing is that when the financing was released , the traffic reached a peak again when we announced our B and C rounds of financing. Of course, this is also related to the brand effect of the investor. We leveraged the financing event to attract high levels of user attention, and at the same time used a combination of PR communications and financing press conferences to maximize brand exposure, thereby triggering user growth.

User repurchase rate is actually not the most difficult point for the P2P industry.

What users themselves lack is trust in the platform. Once a trusting relationship is established and it truly brings benefits to users, they will be willing to increase their investment, so our users’ reinvestment conversion rate exceeds 50%.

As long as the user's trust is gained, the user will be willing to invest more money in this platform, but the trust process will be long, because the user needs to see how much actual return they can get. Therefore, the cycle of the first payment is very critical, which determines the time difference for the user's reinvestment.

The JiMuBox platform does not rely on massive advertising to let users know about the brand, so people who can come to this platform to invest actually have a certain degree of awareness of the platform itself. Investing is not a blind matter. Users have the ability to choose and judge, so the subsequent conversion rate will be better.

First of all, the content of the activity itself can guide users in a positive way, and the product introduction can accurately express the product description and convey the correct information to the right people.

There are two elements here: one is the correct information, and the other is the right person. The key is to turn new users into truly effective users.

The display of activities when attracting new customers needs to be strongly related to the goals of subsequent conversions.

For example, in an activity where you can get free trial money, this trial money can be directly redeemed for ten yuan. The conversion effect is very good because users can take away ten yuan without investing any money.

But the question is how many people are willing to invest in this product and have this experience for real investment? Or just to take ten dollars? Therefore, you will find that although such activities achieve high conversions, there is no subsequent retention.

So later we added a threshold for receiving the trial money, and you need to complete an investment before you can withdraw the money. Therefore, the adjustment of activities is also related to conversion and retention.

In refined user operations , we collect user information and label them. The labels will be segmented. The basic labels include user gender, age, and region.

The investment behavior label includes whether the investment target product cycle is short-term, three months, medium-term, or one, two, or three years. The investment cycle label includes the time point of user registration, etc., and then different matching combinations will be made for user behavior . For new users, after logging in, they will be guided to match suitable targets based on their preferences.

We will also have a customer service team to provide one-on-one maintenance services based on different user needs.

Our advertising strategy is to find platforms where we can get traffic dividends that others may not have touched upon , and we will also cooperate with some super apps.

In fact, whether it is a large platform or a small app, it works best when it is just beginning to be commercialized.

For example, we previously launched an information platform. At that time, the platform was commercialized at an early stage. The cost of acquiring an investment user was basically between 80 and 100 yuan, which was relatively low. The platform's operators would also assist in modifying the materials and conduct various combination tests to improve CTR . Such a platform has controllable costs, sophisticated operations, and not fierce competition.

At that time, we were among the first five companies to trial the platform, so the platform users had not been washed away, and users would be interested when they saw the advertisements. But when the platform serves more than 20 advertisers, our conversion rate will decrease, traffic fees will increase, price competition will be fierce, and bids will become higher and higher.

We also encountered some problems when placing advertisements on mobile devices before. For example, in DSP placement, all media placed by advertisers would not be made public, only a media list and the total number of impressions and clicks.

Advertisers cannot target this data more accurately, nor can they optimize the overall effect, so the accuracy of advertising cannot be controlled.

From attracting new users to converting them, the acquired data is categorized and refined using different summarization methods to analyze and draw conclusions.

If we deviate from the data, optimization, conversion and precision will all be empty talk. The specificity and implementation of advertising behavior require the support of data.

The author of this article is @热云数据 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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