In the era of content e-commerce, what are the techniques for improving conversion rates?

Yippin’s online [Pin Shuo] column did a discussion on content e-commerce , covering a total of five topics, from the concept of content e-commerce to its actual operation, and finally to helping a certain rice wine brand open up its imagination. Today, we will organize and share the relevant content with you.

1. What are the differences between content e-commerce and traditional e-commerce? Does traditional e-commerce have to transform?

1. Traditional e-commerce

Essential Elements:

1) Provide supply chain solutions

2) Generate transactions through discount promotions

3) Users focus on product features and prices

Advantages: There are many mature third-party platforms

Risk: The traffic cost of traditional e-commerce platforms is getting more and more expensive, and most companies cannot afford it.

2. Content e-commerce

Basic elements (besides traditional e-commerce elements) :

1) Teams that need to provide content solutions

2) The consumption environment has changed. Content e-commerce generates purchases through interesting and fun content

3) Product demands have changed from good functions and low prices to product personalization and founder’s attitude.

benefit:

1) Reduce channel costs, content becomes a good entry point

2) Stimulate user needs

3) Build trust

4) Increase user stickiness

risk:

1) Continuous investment in content is required

2) Sales conversion is difficult

3. Does traditional e-commerce have to transform?

The consensus on this issue is that it is necessary. First, traffic on traditional e-commerce platforms is becoming increasingly expensive. Second, consumers are increasingly inclined to develop a favorable impression of products through warm articles, videos and other content.

2. What are the types of content e-commerce?

1. UGC word-of-mouth experience: Xiaohongshu

Xiaohongshu is a platform developed from a sharing community. Its advantage is the massive amount of UGC content. It has successfully transitioned into e-commerce by deeply cultivating community content.

2. High-quality PGC content e-commerce:

Share knowledge, skills, and methods: Excellent collections, lists, and good things

These e-commerce companies have one thing in common, which is that they have done very deep exploration in the field of knowledge and skills, and have produced a lot of high-quality professional content.

For these categories, favorability and trust in the brand come from your professionalism. For example, if you are selling daily life products, your expertise lies in understanding daily life. Know how to help consumers solve small problems in life and tell you things you don’t understand in a popular way.

Take the issue of "bathing" for example. There are five or six titles in the list, such as "When I walk out of the bathroom, I also hope to be a goddess", "Acne on the back and flaky calves may indicate that you are using the wrong shower gel". These are the same as what we did in traditional media before. If we approach the same thing from different angles and dig deep vertically, we will find a lot of content that is truly valuable to consumers.

Theme recommendation: Oxygen, keep moving

Finally, let’s talk about a type of APP. When I browse them, I am quickly enveloped in an atmosphere. I regard them as niche e-commerce companies that sell feelings and stories, but they will definitely attract people with the same temperament, making you feel a sense of belonging and resonance.

Oxygen's exquisite layout, provocative copywriting , magazine-like visual style, and underwear photos of ordinary fans made me place an order when I was bleeding from my nose.

Additional recommendations from group members: SoYoung, enjoy, medical beauty recommendations, Lechun yogurt

3. What are the content design techniques to improve e-commerce conversion rates ?

1. Speak human language and hit the user's pain points

When refining selling points, focus on the main appeal of the product. At that time, Li Jiaoshou published an article with X-type copy and Y-type copy, which was very popular. We made a post based on this methodology and put it online, and the effect was very good.

2. Keep up with the seasons or hot spots to make users notice you

In March last year, we held an event to give away pillows. We made an H5 at that time. It happened that the movie "Big Hero 6" was being shown at that time. There was a character that everyone liked particularly in the movie, so we temporarily changed the title to "Take it home for free, Baymax will sleep with you". The opening rate of such H5 was quite high.

Regarding the season, we can prepare early according to the PR schedule. For example, last September we made a small game about National Day travel. When you enter a name, a destination and various weird things will appear. Finally, we decided on the title: "Don’t ask someone to work overtime during this National Day, because he is going to do something else." As a result, it received 30 million clicks without any promotion.

3. Use details to increase user motivation

In practice, whether it is page design or APP push copy, users need to be effectively guided in behavior. For example, an arrow, a button, or an attractive copy.

4. Tell more user stories

Find 100 users who have placed orders, who may be friends or customers who have switched from offline to online. Package their feedback pictures and texts into exciting content and post them on the e-commerce platform. Such content will have a very high degree of trust for other users.

5. Design based on the e-commerce process experience

One of the biggest problems for independent e-commerce platforms is the issue of trust. Because JD.com and Taobao have refund mechanisms, but most independent e-commerce platforms do not, brands and consumers need to build greater trust here.

Therefore, we need to design the process experience here, such as product layout, and optimize one hot-selling product among 10 products. This hot product may not make money, but it can lower the threshold for users to make their first purchase and allow them to have a complete experience. However, please note that even popular products cannot be given to users for free.

Finally, don’t expect users to trust you and buy your products as soon as they come in. User operation is the highest level of e-commerce operation . Accurate CRM management and push are also particularly important. Vipshop has done relatively well in this regard this year.

4. How to spend money wisely in e-commerce promotion? What pitfalls have you encountered? How to avoid it?

1. Establish in-depth cooperation with big Vs @Crystal

When it comes to seeking cooperation with large accounts, many companies will see that a certain large account has a high readership, and then buy it in a rough manner, without seriously looking for accounts that precisely match their users, resulting in a very low final conversion rate.

In addition, how can we maximize the conversion rate by cooperating with some popular big names? It is necessary to establish a deeper relationship, get the recognition of the big V on the product, and earnestly implant the recommendation. Specifically, there are the following points:

1) Fully understand the situation of the big accounts and the topics they are good at.

2) Find out the compatibility between your product and the big one before launching it

3) Try to let influencers experience the product

4) Give big fans some benefits and exclusive privileges

2. It is better to be an internet celebrity yourself than to find an internet celebrity @覃叫兽

Recently everyone thinks that internet celebrities are a very good model. I found out that some outsourcing companies will first hire an internet celebrity model. After signing the contract, they will pay a brand service fee and then collect commissions based on conversions. When we calculated the total cost, we found that it was higher than investing in traditional media.

If internet celebrities are useful, it is better to turn the business owner himself into an internet celebrity, or turn the customer service girls into internet celebrities, because they understand the product better and know how to interact with users. Of course this is a trend and everyone can try it, but in practice I found that the size of many companies is not enough to support doing this.

3. Get traffic for free (mainly using WeChat as an example) @覃叫兽

(1) Only when the activity mechanism is well designed can it spread on its own.

There used to be many activities, such as bargaining and group buying. Although these are outdated, there is a core idea here that is worth learning: crowdfunding thinking, which is to achieve a goal that I cannot complete alone, but I can get more people to complete it together. It is easier for users to participate in self-propagation.

In addition, many people do activities quietly, and launch an activity online inexplicably, which makes users a little confused. So in terms of rhythm, we can learn from Xiaomi. First there is warm-up, then registration and rush purchase, and finally the event process is played to heat up the whole atmosphere and allow users to perceive more of the content of your event.

(2) Find your seed users

To acquire users through free means, we still have to go back to the starting point and find the seed users. What are the channels? I think there are mainly three types: one is internal employees; two is partners or channel dealers; three is customers who originally purchased offline.

(3) Mechanism settings on the platform

• Distribution

Nowadays, many e-commerce companies use the "distribution" mechanism, but some public accounts will be blocked. In fact, it is not that the mechanism is bad, but that the method is improperly operated.

The biggest benefit of distribution is not getting commissions from user recommendations, but that your product is really good and users want to introduce it to their friends. If you have this mechanism, it is equivalent to having an extra business card for communication. From the perspective of social currency, users will help you spread the word and create connections only if they identify with your product.

• "Stock swap"

"Stock swap" in traditional industries means holding shares in each other, but the process in the form of a company can be cumbersome, involving valuation, shareholder participation, and so on.

But this mechanism can be designed into the software to produce a great effect. We can let projects hold shares in each other and promote each other under the software mechanism. In this way, an e-commerce public account with several thousand fans can grow quickly. Of course, the premise is that your fan groups overlap, and the two parties recognize each other's products and recommend them sincerely.

When dealing with social networks and e-commerce, many resources actually already exist, and you need to use leverage to make some of the resources your own.