7 ways to play with private domain traffic

Compared with the public domain traffic of WeChat, QQ, and e-commerce platforms, private domain traffic is the brand data of one’s own customers. It is a platform that can be managed in a liberal and digital manner, and it is a brand field for refined operations of digital users. So for enterprises, how can they cultivate their own private domain traffic?

7 ways to play with private domain traffic

Currently, the operational combination gameplay in private domain traffic is divided into two types, taking enterprise WeChat as the entry point and taking mini-programs as the entry point, with a total of seven gameplays.

The first category: using WeChat for Business as the entry point

include:

Enterprise WeChat + different personal settings combination,

Enterprise WeChat conversion + advertising traffic diversion,

Enterprise WeChat + live broadcast + mini program + advertising traffic diversion;

The second category is the four-piece basic operation package using mini programs as the entry point

include:

Mini Program + Live Broadcast + Community + Private Domain,

Live broadcast + community/micro mall/mini program,

Mini Program + Live Broadcast + Public",

Community operation + private domain traffic.

Through different combination methods, users can be accumulated in the public and private domains, and then these combined methods can be used to carry out more refined user operations and conversions.

Four major trends in the "new year" of mini program private domain

In the post-epidemic era, how can companies grasp the new gameplay and trends of "mini programs + private domain traffic"? Below are four trend judgments, and each trend is supported by relatively mature cases, which is very important for the operation of mini programs in 2021.

Trend judgment 1: multi-platform layout

In addition to WeChat, super app platforms such as Alipay, Baidu, and Toutiao have begun to release their own traffic through mini-programs. Enterprises need to judge and consider which platform is suitable for them and how to use the platform to accumulate traffic.

For example, iFLYTEK has arranged corresponding types of mini-programs on the three platforms of WeChat, Alipay and Toutiao according to the user usage scenarios and attributes of different platforms.

iFLYTEK combines the decentralized nature of WeChat social networking to launch a personalized voice blessing function suitable for blessing scenarios, and combines it with social scenarios to achieve fission. Combining the life finance attributes of Alipay, we launched iFlytek equipment leasing business suitable for credit authorization scenarios. Combining the information and tool application attributes of Toutiao, we launched a speech-to-text service suitable for free-hand scenarios to help users receive information from both audio and video aspects.

Another case: How the Li Shang Huang mini program obtains private domain traffic dividends on the Alipay side.

First of all, Alipay has strong payment attributes. When Li Shang Huang users use Alipay to pay in other scenarios, such as if there is a Li Shang Huang offline store within 3 kilometers, they will have the opportunity to receive Li Shang Huang coupons on the payment success page, which users can use to deduct purchases in nearby stores or online. Combined with the Ant membership system, it can better drive users to repurchase online and offline.

At the same time, mini programs can effectively unify offline and online users through in-store QR codes. For example, by encouraging users to scan QR codes to receive coupons in Li Shang Huang stores, offline users can be linked to online mini-programs. This can not only allow offline users to settle on the mini-program side, but also allow users' consumption behavior habits to be observed.

Statistics show that Li Shang Huang completed a cold start of more than 20,000 users through its mini program in Alipay within a week, gained millions of exposures, and increased its online repurchase rate by several percentage points.

Trend judgment 2: Use data to carry out refined operations

Judging from the speed of development, mini programs have moved from the stage of land grabbing and wild growth to the stage where they need to consider how to use data to carry out refined operations of private domain traffic.

After completing the user sedimentation process, it is necessary to observe and manage the life cycle of the mini program users. Generally, the life cycle of a mini program user is divided into four stages:

1. Comprehensively understand the source of customer acquisition. The decentralized nature of mini programs requires developers to have a 360-degree understanding of the distribution of user sources and observe the main sources of user sources in order to grasp the characteristics of users from the source.

2. Understand user usage in multiple dimensions. Help developers find user experience paths and key business paths during the fission process, so as to carry out refined operations of mini programs.

3. View the sharing return effect in real time. Assisting developers to understand the information dissemination path, the attributes of the covered population, and the number and distribution characteristics of KOLs and KOCs. Targeted research on their portraits can help developers quickly find where potential user groups are.

4. Find the core indicators that need to be optimized and improved through custom events and conversion funnels.

Trend judgment three: Make a good mini program matrix

Simply put, it means establishing multiple mini-programs on a single platform to reach public and private domain traffic in different scenarios.

First of all, the mini program itself is not an independent centralized experience portal, but a decentralized traffic brought from the outside by users in need through search, sharing, etc. Merchants can break up the mini-programs based on business characteristics and App functions, making them into multiple independent mini-programs with better experiences, and build a complete user experience path.

Reference case: Ctrip Mini Program Matrix

Secondly, splitting the mini program into multiple functional points in different scenarios can expand the user range of merchant operations. Build brand mini-programs, brand traffic pools and brand traffic matrices on different platforms, and then combine them with refined operations based on overall data to completely retain these users.

Finally, we can use data to gain insights into the behavioral patterns of users on different platforms, and in turn develop targeted operational strategies based on the attribute characteristics of users on each platform.

For example, WM Motor split the user experience path into multiple mini-programs, using multiple mini-programs to form a matrix from the entire brand launch, test drive appointments, after-sales purchases, after-sales use, etc., to divert traffic from multiple scenarios.

By observing users' needs and conversion effects at different stages of the user experience path, WM Motor has established its own brand traffic pool and cultivated users' habit of using mini programs regularly.

Trend judgment 4: cross-terminal operation

In the case of cross-end, different enterprises have different needs, which can be roughly divided into several types:

How do I know if there is overlap between existing users and previous users?

Are there any new changes in user behavior and new demands in overlapping situations?

How to manage overlapping or non-overlapping users well?

First, get three simple source points for users:

Sedimentation of App users;

There will be user accumulation on different mini-program terminals;

Content accounts on WeChat and Alipay also have strong fan accumulation capabilities.

Then, users on different ends can be associated in some way.

For example, after the App completes the login through the authorized login port of WeChat, QQ or Alipay, the mini program data can be associated with the App user's data. In this way, the user behavior habits of mini program users can be associated with the behavior tags of App users. At the same time, the content shared from the App is sent to various social platforms in the form of mini-programs, and is reversely linked to the behavioral data of mini-program users on other platforms.

Of course, these data associations need to be built on a "data bank". Only by accumulating device information, user ID information, mobile behavior information, consumption level information, and membership level information on the enterprise side can we truly observe the user's behavioral characteristics after crossing terminals from the perspective of the enterprise, as well as the specific status of the current user, thereby guiding the enterprise to use more diverse operational methods to improve the efficiency of reaching users.

In addition, mini programs may not be able to form a complete e-commerce transaction chain in mini programs like traditional e-commerce apps, but they can still gain insights into user behavior habits through data association.

For example, the mini program observes a user's interest tags through private content, and observes the user's active time period when the user logs into the App. The two customer tags can be associated through the data bank, and then the user reach tools can be used to select appropriate information and appropriate scenarios to reach the user. This operation method can increase the conversion volume of a single product by nearly 30% in the same time period.

Author: Umeng Global Data

Source: Umeng Global Data