The UV of e-commerce skyrocketed during Double 11. How can we write the most eye-catching entrance copy?

In 2009, Alibaba turned "Singles' Day" into a "Shopping Festival" for the first time, achieving 52 million sales with only 27 brands.

In 2016, Alibaba’s eighth Singles’ Day , global carnival sales reached 120.7 billion, accounting for 68.2% of the total online sales, and JD.com took 22.7% of the big pie.

In the past nine years, various brands have taken turns to bombard the market, and the meaning of caring for single people on Double 11 has gradually weakened. Now, in the public's impression, 11.11 is all about shopping and grabbing good products at low prices.

For many e-commerce companies , this has become an end-of-year exam paper. This year's Double Eleven has entered the countdown. Alibaba is rumored to achieve 150 billion yuan. Liu Qiangdong has set up a dinner party "worth 2 trillion yuan". Suning's O2O Shopping Festival started on November 1st. The e-commerce battlefield is already filled with smoke.

Online retail is inseparable from a golden formula: UV conversion rate average order value = sales.

It is undeniable that traffic is now facing a bottleneck. What we can do is to find ways to "increase revenue" and attract more traffic on the one hand, and "dig deep" on the other hand to improve conversion rates and tap the value of existing traffic. Through some marketing activities and innovative gameplay, we can increase conversion rate and average order value, thereby promoting sales.

In general, daily operations work is all about filling in the blanks on the left side of the equation, and copywriting ability is one of the basic skills. The entrance copy is presented in conjunction with the page effect, with the aim of attracting user attention, generating clicks and thus promoting sales.

In addition to writing skills, operations personnel are also required to have some understanding of activities, products, and pages. How much traffic Double 11 can attract from the influx of people depends entirely on how well the entrance copywriting “shouts”.

1. What to write

1. The entrance copy should answer three questions

• Why buy this?
• Why buy here?
• Why buy now?

If the copywriter grasps these three points, he or she will capture the hearts of users.

• The first question is to sort out the product details, compare it with similar products, and extract its core selling points. For example, the vivo X20 has a full screen, facial recognition and photography, which are its advantages compared to other brands or mobile phones of the same price range.
• The second issue is to highlight the promotion and show that the price is unique. For example, 100 yuan off immediately, half price for the second item, 200 yuan off for purchases over 3,000 yuan;
• The third question is to highlight the immediacy of the activity, create a sense of tension, and guide users to place orders immediately. For example, limited-time sales, limited-time discounts, gifts for the first N people to place an order, etc.

2. Writing copy targeting human weaknesses can firmly hook consumers’ purchasing desire

There are many works that describe human nature, such as "Seven Deadly Sins" and "How to Win Friends and Influence People". Laziness, lust, jealousy, greed, comparison, curiosity... these are all natural.

Durex always wins the first place in every marketing campaign by catering to hot topics and vividly turning to the topic of sex, with just the right scale, being dirty but not vulgar; loan apps attract people with fewer procedures, higher limits and lower fees, capturing the profit-seeking mentality; another example: laziness.

Luo Zhenyu mentioned in his 2017 New Year’s Eve speech that upcoming apps will all compete for users’ fragmented time. As I understand it, the consumption habits of online shopping have basically been formed. What we should focus on now is to cater to the needs of "being lazy", optimize the shopping experience, and save time, effort and worry.

Logistics delivery should be faster, customer service should be resolved faster, and the front-end shopping process should also be faster, freeing users from a large number of products of varying quality.

Without thinking too much, you can quickly find products with suitable quality and price. Like this Double Eleven , there were so many ways to play on Tmall that everyone was complaining that it required the brains of a calculus teacher.

Back to e-commerce copywriting, it is to be concise and clear, without beating around the bush, get straight to the point, and tell users what benefits they will get by clicking in.

2. How to write

1. Marketing activities

Judging from the pages of Taobao , JD.com, and Suning.com, the most common entry copy for e-commerce is to promote discount activities .

I have summarized the high-frequency words. Those who are just starting out can try to arrange them in this order.

1. Subject: top products, hot items, good products, selected products...
2. Qualifiers: limited time, limited quantity, all venues, all stores...
3. Price: direct discount, instant savings, instant discount, second item at half price, 3 items at 50% off, 1,000 yuan back for purchases over 10,000 yuan...
4. How to play: receive coupons, red envelopes, gifts, interest-free, draw coupons, lucky draws...
5. Atmosphere words: hot, fiery, crazy rush, hi shopping, rush buying...

By making any arrangement and combination of these five groups, you can easily write a lot of entry copywriting and slowly screen from them.

• When the discount for a single product is very large, you can directly announce the price. For example: iPhone 8 is reduced by 1200 yuan, and 55-inch TV is only 1999 yuan.
• When exerting overall strength, there are several ways to express it: get a thousand yuan back on purchases over ten thousand yuan in the store, 50% off for 2 items in the store, as low as 50% off, starting from 50% off, and more than 50% off.
• Adding the rules of the activity, we can say: grab a coupon to save 800 yuan, participate in a lucky draw to win multiple gifts, grab a red envelope worth 10,000 yuan, and get a coupon for a popular product to save 800 yuan.
• You can also use atmosphere words to set off the atmosphere, for example: 1 yuan hot sale, iPhoneX is in hot demand.

Let’s take a look at the actual application. This is a picture taken from the Tmall Double Eleven main venue.

There are 11 interest points in total on the picture. Which one do you notice at first glance?

• The price of "1111 off for purchases over 6000" is very attractive, and the number 1111 also caters to the festive atmosphere of Double Eleven.
• The benefit point of the Cool Play 3C module is "a hot item with a direct discount of 1,000 yuan", but the product picture is a pink calculator, which is a bit weak and confusing;
• "10kg washing and drying for 1999" and "60-inch TV for 3699" are both big promotional prices for popular items, but only experienced users can perceive the strength of this discount, and the audience is a bit limited;
• "Place an order to win a grand prize", "Post a picture to get a luxury gift", "Get 12 interest-free installments" are all ways to play, but their appeal is weaker than a direct price reduction.

Therefore, you should also have priorities when choosing entry copywriting on a daily basis. Try to consider price discounts first, which is the most intuitive for users. Secondly, consider raffles, gift giving and other gameplay. If you can’t come up with the first two, then promote the product selling points.

2. Price segmentation

Quotation segmentation is a strategy that caters to the buyer's desire for bargains by subdividing the units of measurement of goods and then quoting according to the smallest unit of measurement. Price segmentation is a psychological strategy that can make buyers feel that the price of goods is cheaper, making it easier for buyers to accept.

When the price of a single product is too high, you can cleverly convert it into small numbers, such as "only 9.9 per gram" or "as low as 11.1 per pack", which will make it easier for users to accept. Judging from the background data, the click-through rate and order conversion rate will be higher.

For large-value interest-free products, you can also use copywriting like "Only 9.9 yuan a day".

For example, there are many people who are willing to buy an iPhone X that costs 8,388 yuan but cannot afford it. If there is no interest in 12 installments, 8,388 divided by 365 equals 22.98. If you break the price down into daily items, it becomes easily affordable and becomes a very attractive price, stimulating potential buyers.

In addition, there is another small point to note. Merchant promotional prices usually end with 0, 9, 8, etc., which is the arc digital pricing method. Although there is only a difference of 2 yuan between "200" and "198", there is an obvious difference in psychological perception. This point should be utilized in the copywriting to make users feel that they are getting a good deal.

The arc-shaped number pricing method refers to taking advantage of the customer's preference for numbers, consciously using arc-shaped numbers as much as possible, and avoiding pricing with numbers 1, 4, and 7 as much as possible in order to please customers.

3. Service Mindset

When platforms imitate each other and products become homogenized, service becomes the main differentiator.

Small household appliances will only be replaced but not repaired 365 days a year, home furnishings will be delivered and installed at the same time, and mobile phones will also be included in the old-for-new exchange, forming a one-stop service. Authenticity of overseas purchases is guaranteed, and if the price is too high, compensation will be paid. The introduction of this kind of copywriting that demonstrates a service mentality can create a sense of security and trust in users.

Summarize

The significance of e-commerce portal copywriting is to get a bigger share of the "traffic soup" by working hard to promote the product. However, the average stay time of users on each page is basically in seconds, so the copywriting should be concise. On a daily basis, you can combine operational data to verify which type of copy is more attractive to users, keep trying, and slowly accumulate experience.
In 2009, Alibaba turned "Singles' Day" into a "Shopping Festival" for the first time, achieving 52 million sales with only 27 brands.

In 2016, Alibaba’s eighth Singles’ Day, global carnival sales reached 120.7 billion, accounting for 68.2% of the total online sales, and JD.com took 22.7% of the big pie.

In the past nine years, various brands have taken turns to bombard the market, and the meaning of caring for single people on Double 11 has gradually weakened. Now, in the public's impression, 11.11 is all about shopping and grabbing good products at low prices.

For many e-commerce companies, this has become an end-of-year exam paper. This year's Double Eleven has entered the countdown. Alibaba is rumored to achieve 150 billion yuan. Liu Qiangdong has set up a dinner party "worth 2 trillion yuan". Suning's O2O Shopping Festival started on November 1st. The e-commerce battlefield is already filled with smoke.

Online retail is inseparable from a golden formula: UV conversion rate average order value = sales.

It is undeniable that traffic is now facing a bottleneck. What we can do is to find ways to "increase revenue" and attract more traffic on the one hand, and "dig deep" on the other hand to improve conversion rates and tap the value of existing traffic. Through some marketing activities and innovative gameplay, we can increase conversion rate and average order value, thereby promoting sales.

In general, daily operations work is all about filling in the blanks on the left side of the equation, and copywriting ability is one of the basic skills. The entrance copy is presented in conjunction with the page effect, with the aim of attracting user attention, generating clicks and thus promoting sales.

In addition to writing skills, operations personnel are also required to have some understanding of activities, products, and pages. How much traffic Double 11 can attract from the influx of people depends entirely on how well the entrance copywriting “shouts”.

1. What to write

1. The entrance copy should answer three questions

• Why buy this?
• Why buy here?
• Why buy now?

If the copywriter grasps these three points, he or she will capture the hearts of users.

The first question is to sort out the product details, compare similar products, and extract its core selling points;

For example, the vivo X20 has a full screen, facial recognition and photography, which are its advantages compared to other brands or mobile phones of the same price range.

The second question is to highlight the promotional activities and show that the price is only available in this store;

For example, 100 yuan off immediately, half price for the second item, 200 yuan off for purchases over 3,000 yuan;

The third question is to highlight the immediacy of the activity, create a sense of tension, and guide users to place orders immediately;

For example, limited-time sales, limited-time discounts, gifts for the first N people to place an order, etc.

2. Writing copy targeting human weaknesses can firmly hook consumers’ purchasing desire

There are many works that describe human nature, such as "Seven Deadly Sins" and "How to Win Friends and Influence People". Laziness, lust, jealousy, greed, comparison, curiosity... these are all natural.

Durex always wins the first place in every marketing campaign by catering to hot topics and vividly turning to the topic of sex, with just the right scale, being dirty but not vulgar; loan apps attract people with fewer procedures, higher limits and lower fees, capturing the profit-seeking mentality; another example: laziness.

Luo Zhenyu mentioned in his 2017 New Year’s Eve speech that upcoming apps will all compete for users’ fragmented time. As I understand it, the consumption habits of online shopping have basically been formed. What we should focus on now is to cater to the needs of "being lazy", optimize the shopping experience, and save time, effort and worry.

Logistics delivery should be faster, customer service should be resolved faster, and the front-end shopping process should also be faster, freeing users from a large number of products of varying quality.

Without thinking too much, you can quickly find products with suitable quality and price. Like this Double Eleven, there were so many ways to play on Tmall that everyone was complaining that it required the brains of a calculus teacher.

Back to e-commerce copywriting, it is to be concise and clear, without beating around the bush, get straight to the point, and tell users what benefits they will get by clicking in.

2. How to write

1. Marketing activities

Judging from the pages of Taobao, JD.com, and Suning.com, the most common entry copy for e-commerce is to promote discount activities .

I have summarized the high-frequency words. Those who are just starting out can try to arrange them in this order.

1. Subject: top products, hot items, good products, selected products…
2. Qualifiers: limited time, limited quantity, all venues, all stores…
3. Price: direct discount, instant savings, instant discount, second item at half price, 3 items at 50% off, 1,000 yuan back for purchases over 10,000 yuan...
4. How to play: receive coupons, red envelopes, gifts, interest-free, draw coupons, lucky draws...
5. Atmosphere words: hot, fiery, crazy rush, hi shopping, rush buying…

By making any arrangement and combination of these five groups, you can easily write a lot of entry copywriting and slowly screen from them.

• When the discount for a single product is very large, you can directly announce the price. For example: iPhone 8 is reduced by 1200 yuan, and 55-inch TV is only 1999 yuan.
• When exerting overall strength, there are several ways to express it: get a thousand yuan back on purchases over ten thousand yuan in the store, 50% off for 2 items in the store, as low as 50% off, starting from 50% off, and more than 50% off.
• Adding the rules of the activity, we can say: grab a coupon to save 800 yuan, participate in a lucky draw to win multiple gifts, grab a red envelope worth 10,000 yuan, and get a coupon for a popular product to save 800 yuan.
• You can also use atmosphere words to set off the atmosphere, for example: 1 yuan hot sale, iPhoneX is in hot demand.

Let’s take a look at the actual application. This is a picture taken from the Tmall Double Eleven main venue.

There are 11 interest points in total on the picture. Which one do you notice at first glance?

• The price of "1111 off for purchases over 6000" is very attractive, and the number 1111 also caters to the festive atmosphere of Double Eleven.
• The benefit point of the Cool Play 3C module is "a hot item with a direct discount of 1,000 yuan", but the product picture is a pink calculator, which is a bit weak and confusing;
• "10kg washing and drying for 1999" and "60-inch TV for 3699" are both big promotional prices for popular items, but only experienced users can perceive the strength of this discount, and the audience is a bit limited;
• "Place an order to win a grand prize", "Post a picture to get a luxury gift", "Get 12 interest-free installments" are all ways to play, but their appeal is weaker than a direct price reduction.

Therefore, you should also have priorities when choosing entry copywriting on a daily basis. Try to consider price discounts first, which is the most intuitive for users. Secondly, consider raffles, gift giving and other gameplay. If you can’t come up with the first two, then promote the product selling points.

2. Price segmentation

Quotation segmentation is a strategy that caters to the buyer's desire for bargains by subdividing the units of measurement of goods and then quoting according to the smallest unit of measurement. Price segmentation is a psychological strategy that can make buyers feel that the price of goods is cheaper, making it easier for buyers to accept.

When the price of a single product is too high, you can cleverly convert it into small numbers, such as "only 9.9 per gram" or "as low as 11.1 per pack", which will make it easier for users to accept. Judging from the background data, the click-through rate and order conversion rate will be higher.

For large-value interest-free products, you can also use copywriting like "Only 9.9 yuan a day".

For example, there are many people who are willing to buy an iPhone X that costs 8,388 yuan but cannot afford it. If there is no interest in 12 installments, 8,388 divided by 365 equals 22.98. If you break the price down into daily items, it becomes easily affordable and becomes a very attractive price, stimulating potential buyers.

In addition, there is another small point to note. Merchant promotional prices usually end with 0, 9, 8, etc., which is the arc digital pricing method. Although there is only a difference of 2 yuan between "200" and "198", there is an obvious difference in psychological perception. This point should be utilized in the copywriting to make users feel that they are getting a good deal.

The arc-shaped number pricing method refers to taking advantage of the customer's preference for numbers, consciously using arc-shaped numbers as much as possible, and avoiding pricing with numbers 1, 4, and 7 as much as possible in order to please customers.

3. Service Mindset

When platforms imitate each other and products become homogenized, service becomes the main differentiator.

Small household appliances will only be replaced but not repaired 365 days a year, home furnishings will be delivered and installed at the same time, and mobile phones will also be included in the old-for-new exchange, forming a one-stop service. Authenticity of overseas purchases is guaranteed, and if the price is too high, compensation will be paid. The introduction of this kind of copywriting that demonstrates a service mentality can create a sense of security and trust in users.

Summarize

The significance of e-commerce portal copywriting is to get a bigger share of the "traffic soup" by working hard to promote the product. However, the average stay time of users on each page is basically in seconds, so the copywriting should be concise. On a daily basis, you can combine operational data to verify which type of copy is more attractive to users, keep trying, and slowly accumulate experience.