Analysis of the operation of private e-commerce package cards

Nowadays, if you want to build a brand, you can't avoid "private domain traffic", especially for e-commerce. If you don't want to waste a large amount of user resources on the platform, you will choose to guide users into your own private domain pool in order to better generate repeat purchases.

Parcel cards are undoubtedly a method that e-commerce must try to enter the private domain. However, the general powder adding rate of parcel cards in the industry is less than 10%, and different types and styles of parcel cards will affect the powder adding effect.

According to the principles in Mr. Sanshou's "Super User Growth", long-term value affects retention time, short-term benefits affect attention speed , and both must be taken into account in package cards.

So how do you design a package card with a high powder adding rate? What are the key points? Today’s article will help you unpack it.

1. Package Card Bait Design

We assume that the main purpose of package cards is to attract traffic to the private domain , so we need to consider issues such as cost, product type and private domain scale . Taking the mainstream package cards on the market as an example, they can be roughly divided into 4 types of bait:

1. Cash

Cash back is the most common type of package card, usually with amounts ranging from 3-20 yuan. This type of method is generally simple to operate and is suitable for merchants with low average order value, small traffic, and the need to increase sales in the early stages.

However, users have already experienced a certain degree of "fatigue" and are unwilling to participate if the amount is too low. There are two ways to optimize:
The first method is to change cash into scratch cards to create suspense, arouse user interest, and increase the scanning rate;

The second type is to set it up in the form of a lottery, with 100% chance of winning and cash as a guaranteed reward to attract user participation.

2. Physical objects

Physical products have better conversion effects and are suitable for most e-commerce brands, but the prerequisite is that the budget is sufficient, including not only the cost of gifts but also the cost of logistics.

There are many physical choices, such as product-related products, raffles/blind boxes, etc., which should be as close to the preferences of the user group as possible, so as to attract new users and attract more accurate users, which is conducive to guiding users to repurchase in the future.

For example, merchants selling glasses can choose to give away glasses care solution or eye drops; merchants selling clothes and hats can choose to give away socks, and most users are happy to accept this.

3. Virtual Class

Virtual parcel cards are relatively low in cost, but lack a certain appeal, so there are higher requirements for the copywriting and design of the parcel cards. It is also suitable for most e-commerce brands and for some emerging brands to achieve growth.

The common forms include coupons for a certain amount of money off, discount coupons, and discount vouchers, etc., which need to be combined with some marketing methods to increase user participation, but remember not to design the methods too complicated.

4. Services

Service package cards are usually induced by means of after-sales service, value-added service, membership experience quota, etc., and are suitable for service and home improvement e-commerce.

For example, electrical appliances and cabinets require adding customer service to send installation videos; beauty products can provide skin care advice services. This type of traffic diversion method is more natural and has strong user stickiness. The disadvantage is that it requires labor costs and service cycle costs.

Of course, in actual design, a combination of multiple forms can be considered, which will have better effects. The prerequisite is that the cost and effect must be calculated clearly, and you should not lose money to gain publicity.

2. Package card style and reference

After the bait is designed, it is time to consider the specific style of the package card, and there are three key points to be done:

1. Wrapping pallet type

Size : Small-sized cards are usually used. Cards that are too large have higher requirements for content.

Color tone : Mainly warm colors, it is best to match the brand's tone, and don't choose colors that are too bright and glaring.

Material : Usually soft paper is more common. Hard paper and plastic cards provide better experience but are more expensive.

Shape : Usually card-shaped, but there are also long strips, bookmarks, A4 paper, etc., which can be adjusted according to the design.

For example, comparing the two package cards above, the cardboard card will make the overall feel more advanced and more popular with users.

2. Package Card Contents

Picture material : Consider the overall design sense, it is best to match it with your own products to deepen the user's impression.

Copywriting : The benefit points should be concise enough to capture the user's attention in a short period of time, and the steps to obtain the gift are more likely to be simple and clear.

Layout : focus on the title and selling points, layout priorities: bait products > copywriting packaging > color matching > brand elements.

QR code : Be sure to use a live code that will not expire and will facilitate data monitoring.

For example, in these two package cards, the one on the left obviously has less text and more focused information, while the one on the right may be thrown away by the user before it is finished reading, and the key information is not highlighted.

Looking at the daily dark chocolate package card, the conversion rate is as high as over 30%. The emphasis is on "benefits", the overall layout is clear and concise, and the benefit points are numerous and clear, making users naturally want to enter its private domain.

3. Follow-up after diversion

Scan the QR code and reply with text : Set up the automatic reply script in advance, with enough sense of ritual and value, and then set up further inducements to give users a reason to enter the private domain community.

Reference for package cards of various brands:

Beauty industry:

Perfect Diary

Maternal and infant industry:

babycare

Children's clothing industry:

Balabala

Takeaway industry:

Love Field Life

Shoes and clothing industry:

Hot air

Digital Industry:

XGIMI

3. Precautions and data monitoring

After determining the basic style of the parcel card, you can contact the manufacturer to start production. There are two important points to note:

First, after designing the style, you must ask the manufacturer to send you a sample of the parcel card, control the quality of the parcel card, and then proceed with batch production after confirmation. Determine the production quantity based on the brand's daily order volume. If there is a big e-commerce promotion, prepare in advance.

Second, after the cards are completed and arrive at the warehouse, they must be synchronized with relevant departments within the company , such as customer service, operations, technology, etc., to deal with problems and process SOPs in advance, especially for service and virtual package cards.

After the parcel card is officially launched on the market, data monitoring will begin so that adjustments and optimizations can be made at any time to improve traffic efficiency. Mainly look at the following data: add rate, conversion rate , traffic cost, and package card cost :

1) Addition rate : the percentage of users added through package cards

2) Conversion rate: The rate at which customers who come in through the parcel card pay again

3) Traffic generation cost: How much is the bait used for traffic generation? For virtual and service categories, labor costs should be considered.

4) Parcel card cost: cost from design to printing and distribution to warehouse

If conditions permit, it is best to conduct A/B testing and place package cards with different styles and texts at the same time, analyze the data, and adjust the strategy in a timely manner.

4. Package Card Related Skills

1) Place the parcel card on the product as much as possible to prevent the user from losing the parcel card and the express box together when unpacking the express. This requires good communication with the warehouse.

2) Try not to include words such as "cash" or "red envelope" in the package card . Use pictures instead. Otherwise, users may complain and the account may be blocked.

3) The WeChat QR code setting should be set to automatically accept friends . Users should not be forced to wait to add friends. The short time cost is enough to make them give up adding friends.

4) If the main purpose is to attract traffic to the private domain, don’t think about asking users to give good reviews . Don’t try to kill two birds with one stone.

5) Don’t over-exaggerate the benefits of the package card . For example, if you write on it that you can scan the code to get 100 cash, most people will think there must be a trick and will not scan the code.

6) Merchants can inform users of the existence of parcel cards through customer service reminders, text message reminders, etc., to increase the exposure of parcel cards.

5. Final Thoughts

Nowadays, whether online or offline, businesses are faced with the problem of high customer acquisition costs and low user repurchase rates, so brands are making every effort to tap into every piece of traffic.

As the form of parcel cards continues to iterate and optimize, the richness of the private domain continues to improve, which also provides many small and micro enterprises and emerging brands with opportunities to impact the private domain and achieve continuous growth of their brands.