Three steps to attract private e-commerce traffic

The essence of a private domain is to have long-term and loyal users. So, how do you get these users to actively enter your private domain?

• The pitfalls that e-commerce bosses who don’t understand private domains will fall into
• The value of private domain is to increase repeat purchases!
• The essence of private domain traffic is: having more users with long-term and loyal relationships!

01

After understanding these three contents, the core of the next step of private domain traffic diversion is: how to get users to add you on their own initiative?

Before answering this question, you might as well ask yourself: What do users do after adding you? What kind of value can you provide to users?

Once you understand this problem, the first question becomes easy.

Okay, next take 10 seconds to think quickly about what value you can provide to your customers?

Have you finished thinking about it? Then spend another 10 seconds to think about whether the services you provide can be provided by your peers/competitors? And it’s not difficult to do? If this is the case, then your so-called value no longer exists, after all, it can be found everywhere.

Remember, only differentiated value services can establish long-term and loyal customer relationships.

Just like if you don’t lack water now, you won’t appreciate the value of water.

This is what we say: all standardized services are just standard services; all non-standard services are services that exceed expectations.

For example, when you were thinking about the value you can provide, such as whether there are after-sales services, operating instructions, etc., these are basically standard services. This kind of value is simply a matter of course for today's users.

Only what you can do that others cannot can make users feel the real value and automatically add you because of this value.

Let me give you an example:

There is a company called Yuanlai Cat Food. They originally switched from being a pet self-media to the cat food business. It was very difficult to start the business, but after taking this action, their repurchase rate increased to 60%.

They have formed a team of pet consultants, and you can consult them if you have any questions about cats.

The pet consultant team now has more than 30 people, and is further divided into a medical expert group, a behavioral training group, and a professional nutrition group. And the team members are all professional veterinarians with professional pet medical knowledge and clinical experience.

Friends who have raised pets know that if a cat has any minor injury or illness, it has to go to the veterinary hospital, and a simple check-up will cost hundreds of dollars.

Now we have a team like theirs that can provide direct online help and free private pet medical remote diagnosis services, which are really very professional services. If the condition is not particularly serious, you won’t have to go to an offline pet hospital.

With such services, building trust with users is just a matter of time, and achieving a 60% repurchase rate is naturally not a difficult task.

This is the embodiment of differentiated value. Look at the market, how many cat food stores can provide such services?

02

So how do we design this differentiated value service?

Don’t worry, let’s go back to the issue of private domain traffic diversion. There are two core principles:

1. Reduce the incentive for short-term gains
2. Amplify the attraction of long-term value

Only when the user is willing to actively join, it means that he recognizes the product or company service and clearly knows what value he can get after coming.

There are two ways to get users to join actively: giving users short-term benefits and long-term value.

Short-term interests determine the speed at which users enter the private domain pool, and long-term value determines how long users stay.

1. Short-term interests determine the speed of private domain traffic diversion

The so-called short-term benefits are nothing more than providing users with one-time services, prizes or benefits. For example, cash back red envelopes, free shipping of products, free gift draws, etc.

How to differentiate yourself in this regard?

Just try to choose benefits that are related to your business. Things like cash red envelopes are very universal prizes and relatively speaking, their value is not that great. For example, if you sell cosmetics, you can give new users samples of other products; if you sell snacks, you can give them other small-packaged snacks. This also promotes other products at the same time.

Bait is the benefit that users can get immediately after entering the private domain. It determines whether the user is willing to enter the private domain at the moment, immediately, and right away. Only when the user's motivation to obtain the bait is greater than the resistance he encounters, will he be willing to take action.

Common baits are divided into 4 categories:

1. Physical Products
2. Virtual Products
3. Coupons
4. Serve

1) Physical Products

Product samples, trial packages, new products, related products, etc. (for example, if you buy a bicycle, add WeChat and get a raincoat for free; if you buy shoes, add WeChat and get socks for free; if you buy a pot, add WeChat and get a spatula for free).

Nowadays, many businesses are particularly good at playing tricks. On the basis of direct giveaways, they also use gimmicks such as blind box draws, raffles, and lucky bags to increase their appeal.

And set up a high-value grand prize and a guaranteed prize, which users can obtain by luck. For example, in normal operations, you can give away an iPhone 13, and if you are a little more powerful, you can directly give away a car, such as Wuling Hongguang, etc., all to increase the attractiveness. After all, what if you win?

Among these four baits, physical objects are the most attractive, but relatively speaking, their cost is also the highest.

For physical stores, physical baits can be picked up on the spot; while for e-commerce companies, unless the brand profit is large, they are generally sent out with the user's order, or sent out together with the order next time the user repurchases, thus saving logistics fees.

2) Virtual products

For example, free live classes, recorded classes, teaching videos, information packages, tool kits…virtual baits have low marginal costs and users can receive them by entering the private domain.

3) Coupons

No threshold coupons, discount coupons, buy one get multiple free qualifications, random free orders, free shipping coupons, free trial for members...

The face value of the coupon is very important. It should be greater than the discount that users can enjoy through normal channels, so that it will be attractive.

Of course, the cost of the coupon is also postponed, and users can only use it when they repurchase next time.

Some brands like to use cash back red envelopes, but I personally don’t recommend it.

Users attracted by red envelopes come only for the red envelopes and have nothing to do with your product itself, so it is impossible to determine whether they have a good impression of the product.

Therefore, in order to encourage repeat purchases next time, try to choose products that are related to the brand and products. This will make it easier to build trust and generate repeat purchases later.

In addition, the coupon amount is difficult to set. If it is set too high, the cost will be difficult to control; if it is too low, users will find it troublesome and be unwilling to join. In the end, it can only attract a group of price-sensitive users.

There are 5 more points to note when setting bait:

1) Suitable for the scenario

The choice of bait and the timing of traffic diversion should be in line with the user's consumption scenario. In this scenario, what do users care about most? What do you want most?

For example, in an offline snack shop, one of the values ​​of the private domain is that after users enter the private domain, they can directly select snacks and place orders on WeChat, and the snacks will be delivered free of charge within 30 minutes. The traffic generation effect is very different when the user is still choosing snacks and when the shopping guide comes up to guide the user after the user has paid.

The same applies to giving out coupons. When a user passes by but has not yet entered the store, a roll-up banner is placed at the door with a message saying "Scan the QR code to get a free gift." The probability of a user scanning the code is much lower than if a shopping guide gives out coupons one-on-one after the user has selected snacks and before the user pays.

2) Easy to execute

How do you understand that the selection of bait should be easy to implement?

Especially for offline stores, the cooperation of employees is needed to guide WeChat. Many times, employees do not understand private domain operations and the training costs are particularly high. If the bait is designed to be complicated, it is difficult for employees to explain clearly to users what it is. In addition, when business is busy, it will be even more difficult for them to take care of it.

For example, very complex membership system benefits. After the user makes a purchase in the store, the employee guides the user to add WeChat and receive a membership experience card. In this scenario, the user is in a hurry to leave after making a purchase and has no patience to listen. Faced with complex rights and interests, it is difficult for the employee to explain them clearly at once, so both parties just deal with it casually and call it a day.

In comparison, physical baits are much easier to implement. A roll-up banner was put up with the execution steps clearly stated on it. When users see it, they will add it on their own without any explanation from employees.

3) High frequency band low frequency

Many products with high average order value, low repurchase rate and complex decision-making can use high-frequency bait to attract users into the private domain, and then slowly operate and convert them. For example, if you are selling home furnishings, you can use high-frequency decoration design courses as bait.

4) Urgent need

The bait must meet the needs of users. No matter how expensive the bait is, it will be useless if users don’t like it. Therefore, before choosing the bait, it is necessary to analyze the user's past consumption data; communicate with the user one-on-one to understand their age, occupation, gender, and consumption preferences, so as to "prescribe the right medicine".

5) AB Testing

When doing operations, don’t be too self-satisfied. Whether the bait is good or not, the users have the final say.

The number of users is limited. If a user doesn’t like the user and doesn’t agree to add you after you use bait A once, you can use bait B to add him next time. The possibility of success is even smaller and the experience is not good.

Therefore, before officially starting large-scale traffic diversion, you need to do AB testing first and use data to determine which bait users are more interested in.

Select N (usually 3) baits that you think users will buy, and then select 3 groups of users with the same attributes and the same number, add them with different baits, observe the final conversion rate, and select the one with high conversion rate for large-scale promotion.

If the data is not ideal, test it again and again until you are satisfied.

2. Long-term value determines how long users stay

Compared with short-term benefits, I recommend that you spend more time on providing long-term value to users.

So what is long-term value? How should it be designed?

When we say long-term value, we mean that the company can provide long-term services or discounts to users, and the long term is roughly measured in years. For example, the pet medical consultation service mentioned above, as well as the common membership card benefits of 20% off all items throughout the year, no queuing all year round, etc.

The core of long-term value is to enable users to imagine that they may need these values ​​in the future , so they will stay in the private traffic pool for a long time.

So how do you find the long-term value you can provide to users?

The simplest way is to restore the entire consumption path and find out the long-term services and long-term discounts that can be provided, and explore these two dimensions.

For example, in e-commerce, the entire transaction path is basically as follows: browsing, comparison, consultation, ordering, logistics, and after-sales service.

For example, in offline stores, the most basic things are as follows: entering the store, consulting, placing an order, leaving, and after-sales service.

I will use the most basic offline scenario that everyone is familiar with as an example.

1) Enter the store

What value can the private domain provide when the user first enters the store?

There are many, for example, the clerk tells you that if you add her as your friend today, you can enjoy a 5% discount on all items, and next time if you want to buy something, the clerk can also help you deliver it directly to your home. You just need to choose the goods in her circle of friends.

There are also many restaurants where you can make reservations in advance and even order dishes as long as you add the owner’s WeChat, and then start eating right away when you arrive at the restaurant. It’s so convenient. If you go to this store often, you will probably not refuse it.

2) Consultation

For any product, if you have any problems with its functions or experience after purchasing it, you can add WeChat and get 1V1 online consultation and solve them at any time without having to go to the site.

Even returns and exchanges are offered, giving you a chance to regret. Would you refuse this?

3) Place an order

The most direct thing about this link is to give discounts.

Before payment, tell the user that he can add his WeChat to receive a coupon, which can be used this time and in the future. Moreover, there are activities such as group buying, flash sales, special offers, lucky draws, free use of new products, etc. on WeChat every week.

4) Leave

When the user is about to leave, you can tell him or her that by spending a few dollars (9.9 yuan) to become a member, he or she can get a super large coupon that can be used when he or she comes to buy something next time.

And every time you come to buy something, you will get double points, which can be exchanged for gifts. Members can also enjoy member prices, exclusive events, monthly red envelopes, birthday gifts, free shipping on returns and exchanges, door-to-door pickup and other benefits.

5) After-sales

As mentioned above, give users a reason to change their mind so that they can place the order without any worries.

That is, after adding WeChat, you can enjoy privileges such as 7 days no-reason return and exchange, 2-year warranty, free door-to-door repair, free shipping return and exchange, etc. If you have any other questions, you can consult online 1V1 at any time.

The above user consumption links are just general examples.

In fact, each company has different products and services, and the process for users to obtain products and services is also different.

Therefore, there are also differences in the long-term value that companies can provide. But all long-term value is designed from the user's demand process for enjoying products and services.

Remember these two sentences:

1. All standardized services are standard services; all non-standard services are services that exceed expectations.
2. Short-term interests determine the speed at which users enter the private domain pool, and long-term value determines how long users stay.

Author: swimming

Source: Growth Leader (ID: swimming54)