How can event operation and promotion improve user conversion?

Many operators may have encountered this conversion problem: no matter how the company promotes its new products, no users buy them; or the company operates a public account and posts content every day, but is unfollowed as soon as it posts advertisements for its own products at a critical moment; they identify the target population, find the user pain points, design a beautiful H5, or write a soft article with care, but the final conversion rate is 1%; there are also cases where a company spends a lot of money to buy traffic and understands the advantages of various channels in advance, but in the end users still don’t listen to your recommendations.

This may be one of the most headache-inducing issues for operations personnel today. Why is the user conversion rate always low?

Use conversion loopholes to self-check problems

Why is the conversion rate of my product not high?

To answer this question, we must first clarify the path to achieving conversion, which is what we often call the conversion funnel.

Conversion Funnel

From our delivery channel to the final step of conversion, the conversion rate of each layer decreases layer by layer, and the conversion rate of each layer is closely related to the conversion of the previous layer. When there is a problem with conversion rate, the first thing you should think of is the funnel chart. You should figure out which aspect of your conversion has a problem that leads to a bottleneck in the funnel.

First, let’s talk about the simplest one. We have confirmed that we have done our best in every step of the funnel. In this case, if we want to improve conversion, there are two ways:

(1) Simplify the funnel steps

The longer the link from reading to participation to conversion, the more likely it is that users will churn, because traffic and conversion rates decrease at each level. Simplifying the user conversion link as much as possible will help retain more users.

Let me illustrate this with a case from my own experience:

The company's official account is currently leading a fan-attracting activity. If you follow the official account and participate in the activity, you will have the opportunity to win rewards (I believe everyone has experienced this kind of activity). The company has maintained two user groups for its products on WeChat and QQ respectively (there is overlap in users, but the ratio is very low and can be ignored). We share the content of the official account of the activity in the WeChat group and QQ group respectively to attract user participation.

As a result, the proportion of people who follow and participate in activities in WeChat groups is much greater than that in QQ groups.

The reason is that to follow a public account and participate in an event in a WeChat group, you only need to "open the link -> click on the blue public account name -> follow -> participate in the event", while in a QQ group, participating in an event requires "open the link -> save the public account QR code -> open WeChat -> scan the QR code to follow -> participate in the event". Saving the QR code and then scanning it through WeChat to open the public account has reduced the low conversion rate again and again, ultimately resulting in a very low conversion rate in the QQ group.

(2) Conversion equation

It has been determined that each step is reasonable and cannot be optimized further (that is, the conversion rate has been optimized). To improve the conversion rate, we need to see what the specific meaning of the conversion is?

If it is the amount of attention, then when placing it on external channels , attention = channel traffic * conversion rate . So if you want to increase attention and conversion, the most effective way is to increase the traffic .

This is a simple example. Every conversion can be expressed by a related equation, which can help operators better clarify their thinking, that is, what is the most critical factor leading to conversion. Therefore, by investing more in this factor, conversion can be improved.

But the more troublesome situation is that many times, one or two steps in the funnel have always been the conversion bottleneck. How to solve this problem?

Channel Selection

The choice of delivery channels is very important, as it is related to the formulation of conversion strategies that truly induce user conversions.

Different distribution channels should be differentiated based on the advantages of the channels and the attributes of users within the channels. For example: Weibo, official accounts, and feeds ads, the user scenarios and needs are not necessarily the same, so the conversion strategies need to be differentiated and formulated.

The first thing to determine is the purpose of the conversion. Isn't it transformation? No (asking and answering myself...)

There are multiple goals to achieve conversion:

1. Attract new customers
2. Promote vitality
3. Actively target some users
4. etc.

Before each promotion, you need to determine the specific goal of this conversion. Only by determining the specific goal of the promotion can you clearly understand who the target users of this activity or promotion are. Everything is inseparable from "users, scenarios, and needs under the scenarios", so it is particularly important to determine goals and choose channels.

User contact -> user conversion

1. Find the pain points

At the subway station near the university, there are two different slogans on the billboard:

• A: Don’t be afraid of traveling anymore, just download XX travel app.
• B: Travel guide for millions of travelers. You can travel on a budget with only 1,800 yuan. Download XX travel app.

When looking for user pain points and writing copy, it is easy to fall into the zone of self-satisfaction. It is very likely that users will not understand what you are talking about. The first thing to determine is what your product is and what group of people you are targeting in the subway scenario.

After determining the users and scenarios, determine their needs. In this scenario, what product demands will users have? Or how can user needs be stimulated?

Then choose a point for in-depth description. For example, copy B chooses students who love traveling as the target audience, as students have relatively less disposable money. Therefore, they prefer travel methods that can save money, and use this as a pain point to attract users' attention.

2. Scenario-based

Let me give you an example: If one day, you just opened King of Glory and browsed the mall, an advertisement suddenly popped up:

• A: Is it difficult to get a bank loan? Download now and get 300,000 interest-free in seconds, with the funds arriving in 1 minute;
• B: All girls want this skin. I’ll lend you 300,000 yuan interest-free in one minute so you can buy it at will.

Which of the above two advertisements would you be more receptive to?

Relatively speaking, B is better than A. The reason is: users who open the King of Glory Mall do so to buy skins or other props, so they expect to be able to see information about various props and skins here. At this time, if Ad A pops up, it will block the user's process of buying skins and interrupt the user's purpose of completing it. Therefore, the user will feel resistance and disgust towards the advertisement, and naturally no conversion will be formed.

Ad B has been optimized for the scenario and meets the user's expectations of what content they should see in this scenario. In terms of content, it does not hinder users from completing the steps to obtain skin or prop information, so user conversion is relatively improved.

3. Conversion strategy

The formulation of conversion strategies is related to the process by which users will complete conversion goals and achieve conversion. The formulation of conversion strategies is closely related to conversion goals and channels.

In different scenarios, different ways of reaching users will lead to different conversion strategies:

• Subway advertising: The exposure time to users is short, and users pay little attention to it, so the process must be short, and generally a QR code scanning conversion is placed;
• Weibo ads: Users spend more time reading and are more likely to click, so click links need to be set for conversion;
• WeChat Moments ads: Using WeChat Moments as a traffic portal (the first choice for many institutions, especially educational institutions, is WeChat Moments). The conversion process for this type of product is often longer because it requires a strong connection with users. After the user jumps, the user is required to leave personal information for return visits.

The above is the formulation of conversion strategies for different channels in different scenarios. Of course, I only listed a few, but the logic of most thinking is to identify users, determine the goals of user conversion, and then reversely infer the ways to achieve the goals, and then set up different conversion mechanisms to convert users.

4. Conversion incentives

The last thing to talk about is conversion incentives, which are the key to inducing users to convert.

Imagine: I am walking alone in the subway and see your ad. Although what you said is correct, it is too troublesome to scan the code and I don’t want to do it. Users' perception of gain is not very obvious, but their feeling of loss is stronger.

Therefore, my general approach is to use some conversion incentives to make users feel that “if they don’t scan the code, they will lose out.”

Let’s take subway advertising as an example:

• A: 24-hour crayfish delivery, delivered within 30 minutes, free of charge if delayed! Scan the code quickly to get 2,000 World Cup lobster plates for free (one QR code);
• B: 24-hour crayfish delivery, delivered within 30 minutes, free of charge if delayed! Scan the code to place an order (a QR code).

It can be clearly felt that the same copy, but with the addition of incentives, can give users a reason and motivation to convert, which can also be said to be the key to the entire conversion and promotion.

The above is my thinking on the process of improving user conversion. Welcome to communicate.

Author: LunaDeng

Source: LunaDeng