How to divert Douyin traffic to the private traffic pool?

Traffic acquisition has always been a difficult problem. In an era of traffic shortage, more and more people pay attention to building private domain traffic. So how to acquire traffic?

Generally, traffic is divided into public domain traffic and private domain traffic. However, if you want to obtain private domain traffic, you must first obtain seed users from public domain traffic. Therefore, KOL cooperation, advertising, platform account matrix, etc. are all means to obtain seed users from public domain traffic.

As an important short video platform, Douyin currently has over 600 million daily active users. Advertising is being taken seriously by more and more people, but Douyin currently has many restrictions, and it is becoming increasingly difficult to drive private domain traffic to Douyin. I hope that today's analysis of Douyin's private domain traffic can give you some inspiration.

First, let’s take a look at its private domain drainage path:

1. Exposure method

The reason for choosing to place advertisements on Douyin is that Douyin’s advertising review is relatively strict. The control of keywords such as private domain traffic, WeChat, and drainage is relatively strict. Ad exposure is severely restricted. There are three reasons why it cannot be quickly exposed :

• Douyin’s video releases will go through a layer of review, which will restrict the release of vulgar videos, so whether the video can be released is a question;
• The traffic of videos posted by ordinary users is generally not very high, not to mention videos with advertisements. If the posted videos want to get more traffic, they need to be put on Dou+, but Dou+ will also have a review mechanism;
• As an ordinary user, the video can be quickly exposed through Dou+, but without a certain fan base, the influence is relatively low, and the conversion rate of product downloads is not high;

The delivery method of using Massive Engine is relatively crude, and the conversion effect of hard advertising will be relatively poor, so the brand chooses to cooperate with KOLs to solve the above three problems.

• The target group is clear: because the fan profile of pet KOLs includes not only people who keep pets, but also people who love pets or are about to keep pets, which can play a role in referrals, and both product exposure and conversion rate can show good results.
• Appropriate bait selection: People who keep pets are the target users of this product, and they pay more attention to products related to pet safety. Therefore, when choosing bait to attract customers, free pet anti-lost cards are attractive enough.
• Large influence: Compared with ordinary users, KOLs have greater influence. The loyal fans of the KOLs will follow their guidance, which will increase the exposure and conversion rate to a certain extent.

Moreover, the most important point is that because Douyin has strict control over keywords such as WeChat, this product chooses to divert traffic to Alipay!

2. Traffic Carrier

The brand has three traffic carriers, mainly Alipay, official accounts, and APP . In addition to the function of receiving traffic, each carrier also has subtle differences. The APP is mainly monetized in the form of a mall. The following will mainly talk about Alipay and official accounts.

1. Alipay

In addition to a small portion of traffic from the Alipay platform, Alipay mainly receives traffic from TikTok .

(Alipay is a payment software, it does not have a social ecosystem, and few people are used to searching with Alipay.)

Guided by Douyin, after searching the brand name on Alipay, users can click on the brand name to enter the details page for receiving a free pet anti-lost card. In addition to the [Apply for free now] button, there is only the [Check order] button on the page, allowing users to clearly follow the path designed by the operation.

The page design is very simple and eye-catching. Users can contact AI customer service through the [Query Order] button, reply with keywords of AI customer service, solve the problem and place an order.

When learning about the pet anti-lost card, the AI ​​customer service's answer will direct users to the official account to view more details , allowing users to enter the private domain. In social networking, the official account is used more frequently than Alipay, so users who come in from Douyin will basically enter the official account.

2. Official Account

1) H5 details page (traffic diversion)

Enter the brand's official account and click to follow to automatically reply to send users keywords with hyperlink guidance. Users can also find the [Free Card] button in the menu bar to directly enter the H5 link with the details page.

However, it is different from the details page of Alipay . The main content of the details page of Alipay is free card collection, but the details page of the official account, in addition to the introduction of card collection, mainly displays the brand’s discount benefits.

In addition to the [Limited time free processing] and [Check order] in the Alipay link, the anti-lost card and 200 yuan discount coupon are highlighted on the banner. The discount is quite large and the bait is quite attractive.

Under the premise of tempting bait, the brand also creates a sense of urgency in two aspects to urge users to submit orders as soon as possible:

• Next to [Free Application], there will be words such as "Lifetime Free", "Only XXX Places Left", "Deadline: x month x day", etc., which will give users a sense of urgency and encourage them to make a deal.
• On the order submission page, the copywriter confirms that the free spot has been locked, and then adds a 15-minute countdown, urging the user to confirm payment.

2) How to use (retain)

After receiving the pet card, you need to scan the code in the official account and fill in the relevant information to activate the pet anti-lost card. If the pet is accidentally lost, the user can check the pet's location information in the official account, thereby achieving user retention.

Membership system:
The entrances to "My Anti-lost Card" & "Order Inquiry" in the submenu bar both jump to the "Personal Center". In addition to viewing orders and pet files, the Personal Center also has an entrance to display member rights.

Member levels are upgraded by gaining growth value through shopping, earning rebates, and interacting with content. The higher the growth value, the more points you will get, and the more benefits you can enjoy.

The change in growth value will also be marked with "xxx growth value left" to reach the next level, allowing users to see the accessibility and using the comparison of benefits at different levels to stimulate users to continue purchasing products from the mall.

Shopping rebate:

In addition to the membership system, the most obvious feature on the personal center page is the "Shopping Cashback" . This module clearly shows the amount of cashback, the amount to be deposited, and the amount withdrawn. There is also a simple cashback path tutorial attached below to stimulate users to shop in the mall.

Moreover, the brand puts the [Cashback Tutorial] directly in the sub-menu bar to expose the cashback benefits. This not only quickly educates users on how to use the product, but also directly stimulates users to make transactions.

3) My Privileges (Monetization)

In addition to the main traffic entrance "Free Card", the menu bar of the official account also has a particularly attractive first-level menu [My Privileges], which is an important part in addition to keyword replies to encourage users to make transactions. It is mainly divided into 5 sub-menus: "Newcomers Buy for 1 Yuan", "Privilege Mall", "Owner Benefits", "New Products Special Offer 20% Off" and "Free Rights and Interests".

Almost all of them jump to the purchase page, but the mall is too complicated, so the traffic-generating pages are split out so that users can feel the large discount benefits at a glance.

Newcomers 1 yuan purchase:

Click on the submenu bar to jump directly to the new user benefits page. The title of the main page is obviously "New user benefits, free shipping to your home for 1 yuan", which is almost the cost of getting the best deal. This is very tempting for users.

In addition, the brand also placed a "10% off coupon" under the title, which can be obtained by sharing. This is to take advantage of the psychology of new users to continue to take advantage of the discount and give another boost. For such a big discount coupon, many users are still willing to share it, so the brand gains exposure and attracts new users.

Privileged Mall:

The Privilege Mall is mainly the homepage of the mall. Users can search for the products they need by themselves, but the two words "privilege" will bring more clicks, so accurate push on the homepage will also promote transactions.

(Note: The homepage will automatically stratify users based on the information you fill out after receiving the card, and accurately push cat/dog related homepages.)

Free benefits:

This submenu bar belongs to keyword replies. The content of the replies mainly includes jump links to pet vaccines, physical examinations, and insurance. By clicking on the relevant links, you can make an appointment with an offline store, thereby directing online traffic to offline consumption.

3. Traffic is diverted from the public domain to the private domain

Official accounts and apps are the main carriers of the brand's traffic retention, so guiding users to follow official accounts and download apps is also a very important step. There are four main ways to guide users to private domains :

1) Receive reminder

After submitting the payment order, you will be redirected to a page guiding you to follow the official account, thereby attracting users to the private domain for retention by asking them to pay attention to more order details.

2) SMS guidance

After the user submits the card collection order, he/she will receive a text message from the order submission, and the specific information needs to be viewed on the official account, thus guiding the user to follow the official account.

3) Activate the boot

As a traffic-generating product, the pet anti-loss card will attract a large number of users to the official account and Alipay. After the user activates the anti-loss card, the page will jump to guide the download of the APP. Since the pet's location needs to be checked, many users will download the APP according to the guidance.

4) Purchase guidance

The product details page of the official account is the same as that of the APP. The purchase links posted on the official account cannot be used to check out directly on the official account. Users will be directed to jump to the APP to place an order.

However, it should be noted that the path from Douyin - Alipay - official account - APP is too long, and under the premise that the impact on benefits is not that great, transactions cannot be made directly on the official account. Guiding users to download the APP and then make transactions will result in a high user churn rate. This is a point worth thinking about.

IV. Conclusion

• Copywriting: The lead copy attracts users to jump to payment by offering free gifts, but they actually have to pay for postage. Logically speaking, users do pay, but the form is changed to make it easier for users to accept. The operation does a good job in this regard.
• Delivery: Based on the target audience of the product, the delivery method did not choose direct advertising, but chose the appropriate KOL cooperation method based on the target audience, which increased the conversion rate to a certain extent.
• Path: To divert traffic from the public domain to the private domain, a complete diversion path needs to be built. From the perspective of the early diversion bait, the brand’s choice is very good, but the path for diversion and monetization needs to be optimized when jumping to the APP purchase link.

The effect of diverting traffic from the public domain to the private domain is quite good, but in addition to diverting traffic, the operation of private domain traffic is also very important; with traffic, continuous optimization of the path can increase the conversion rate of transactions, and then re-wash the traffic to form a closed loop, and the private domain will continue to grow.

Author: Guoren Nange

Source: Guoren Nange