Private Domain Traffic Conversion Methodology

After we know the logic of private domain links, we need some ways to monetize them. The first way to monetize is to attract new users. The way to attract new users can be simply defined as daily new user acquisition.

We know how much sales a company needs to achieve, but we don’t know how many members it needs to have. So we need to break down people. The most intuitive way is to split the target number of people. The formula is your order target multiplied by the proportion of your old members, which equals the target number of new members. Multiply this target by 1.3, which is basically equal to your member number target. If a new member does not develop into an old member, this member will be lost. Therefore, this daily methodology of attracting new customers is called goal-oriented.

Private domain fission-two major types of operation logic of fission

Two major operational logics of private domain fission.

The first type of fission is called seed user fission. Fission requires existing users to help you initiate activities. Therefore, when you are designing fission attributes, you must take into account the scenario value and value of the fission activity, and design the scenario from the end to the beginning. The actions of inviting friends initiated by the original seed users must be valuable to both parties. If it is a unilateral initiative, the benefit points must be attractive enough to enhance his willingness to share and encourage his friends to join.

The second type of fission is the game-assisted fission. This type of fission can improve the daily activity of our users while also having certain attributes of attracting new users. The mini-game itself has a sharing scenario. Users can share it with a certain number of friends. With the help of friends, they can also obtain extra life points related to the game, allowing users to stay longer. For example, Meituan or Tmall often have such interactive games, which allow you to forward and fission through these interactive methods, and at the same time allow you to infinitely help revive the life value of the entire game.

For example, this is a case in the education industry. The first thing to do is to design a poster with interest points, forward it to the official account, and guide users to add the company's WeChat account copy and QR code. After adding your company's WeChat, users will receive the rules of the event and get an exclusive poster. The exclusive poster can be used to complete the entire invitation task through sharing to obtain rewards. Subordinate users can continue to receive the rules of the activity and complete their entire fission action, so this is very commonly used in the education industry.

Four major system methodologies for user retention

User retention is actually a very critical node for those of us who work in the private domain. All our operational activities are aimed at retaining users, but how to retain users and make them willing to interact with you is supported by four major systems. The first is a complete after-sales link, and the second is an orderly and intuitive points-based interactive retention system. There are also communities, shopping malls and user interest points that suit user characteristics.

01. After-sales service system

The first form of retention is the after-sales service system. Currently, many entities are implementing the after-sales service system. Some do it very well, while others do it very poorly. There is no standard of explanation. In fact, we will find that new members and old members actually have different maintenance strategies. So should everyone maintain them in this way?

First of all, at the system level, we need to think clearly about the entire system link. For example, in a designed link, the entire link after our users follow the official account for the first time is that after following the official account, they may immediately give you coupons, and then give you corresponding products. Well, after you pay or the payment scene is over, you will be notified of successful payment. After a few days of payment, you will be reminded with corresponding words again. After the after-sales period is over, there will be some reminders about points. These are all part of the warmth and care given to users by the after-sales system.

As for the shopping guide dimension, we use systematic tools to build through the shopping guide task system. For our own systematic construction or tool level, we need to think clearly about the entire link and form a corresponding after-sales service system with users through the link.

02. Points interaction retention

The second system is the interactive retention of points. Many brands have points, but the entire points system actually looks very vague, and the entire points retention system is also very imperfect. At this time, you need to re-examine whether your entire points interaction retention system is complete. The actions and nodes of membership marketing at different levels are different. For example, for new members or ordinary members, that is, entry-level members, at this time, in the process of designing your points system, you should consider more about the user's consumption habits.

First of all, when you first join the club, you should cultivate your user behavior habits so that you can adapt to the rules and service content of the platform. For silver and gold members, it is more about increasing the total consumption of members. Because for these two levels of membership, there is room for improvement in the amount, it’s just a matter of how high the increase can be. For diamond members, their purchasing power is relatively high, so your strategy must be to increase their consumption frequency. Different strategies must have different purposes. Only when the purposes are clear can the strategies be accurate.

The entire retention form of the points mall should diversify the ways of obtaining points as much as possible, and the consumption channels also need to be diversified. For many users, they don’t know what their points can be used for, or they are not aware that points have so many practical uses. In our operations, we need to do more publicity and make sure the attributes of your points are well-defined. Be sure to enable your users to interact with points better.

You can ask him to invite others to complete several tasks, such as inviting a friend to participate in a check-in. These actions are behaviors that users interact with you, so you can use this method to promote activation or awaken the points attributes of your existing users. At this time, there are more scenarios for the use of points.

03. Mall information dissemination interactive system

The third way is to use social media and content as a way of retention. Many people think that social media does not have much significance for retention, but it is not. Communities require more planning, and you need to think clearly about the entire touchpoint. So at this time you must have a multi-traffic traffic pool, combining personal accounts with corporate WeChat accounts, public accounts, and Moments. You can also use third-party corporate WeChat tools to give the corporate WeChat accounts many attributes of personal accounts, thereby increasing the frequency of reach.

04. User interest point retention system that meets user characteristics

There is another strategy, which is retention that conforms to user characteristics and user interests. This system is the most complex and the most difficult to implement. Here it is more based on a model called the IF model. The attributes of the entire model are determined based on the user's purchase time frequency and frequency amount. Among the attributes of different users, more ratings are needed, so that different strategies can be used to attract users in different ways.

We will find that during operation, fans are more used for maintenance to prevent loss. In addition, for teammates’ paying users, the focus is more on upward sales to tap into their core value. For core active users, the focus is on letting them try out promotions. So this system is more complex, and the entire retention method and retention system must be calculated based on the direction of the entire model.

In this process, we actually need to establish label attributes. After the label attributes are established, the users will have some data labels or behavior labels, and the users will be automatically classified and categorized through the background data.

From these data, we can see that different user model attributes are different, so the ways of reaching different users are also completely different. The triggering scenarios for users are through channels such as social groups, official accounts, and shopping guides. However, the scenario needs to be clear about how to reach out and the corresponding language. To do intelligent marketing, we need to consider user purchase time, reminders for repeat purchases, and reminders for non-payment.

In summary, the conversion and retention of private domain traffic is crucial. We must have a clear idea and return to people-oriented, so that brands can directly connect with users. Only by operating traffic and data in a refined manner can enterprises achieve twice the result with half the effort.

Author: Linkflow

Source: Linkflow