10 efficient methods to convert new users into first orders

Attracting new users is one of the most troublesome problems for everyone, and attracting new users is mainly divided into two aspects.

The first is the channel, and the second is the bait to attract new users, or how to convert the first order after attracting new users.

So today I want to talk to you about how to convert new users’ first orders.

01. 10 efficient first-order conversion methods

1. First order is free

I will just briefly repeat it here to make it easier for new friends to understand.

a. Free of charge for the first order

It can also be called first order zero yuan, which is more common in Taobao apps and fresh food e-commerce apps.

Users really don’t need to pay to enjoy it.

Among them, Taobao channels are completely free, and the platform is likely to not pay any money. Because merchants want to have sales, they will let the platform do free orders in the form of Taobao gifts.

When fresh food e-commerce companies offer free orders, they are really spending money to develop the market. However, the price of such free items is generally not too high, at most 30 yuan.

It costs 30 yuan to download an app and get users to place an order, which is still a good deal according to e-commerce prices.

b. Full refund for the first order

The full refund for the first order can actually include a full refund.

One way of playing in Taoke is to let the user pay first, and then return the subsidy to the user after confirming receipt of the goods.

But the other type of full refund is not cash back, but points or coupons.

Is this gameplay effective?

Of course there are. According to the village chief’s previous operations, the conversion rate of new customers is over 70%.

c. Postage to be paid

The product is free to pick up, but the user needs to pay for postage.

There are those who lose money and those who don’t. Those who lose money have products with higher value. For example, many platforms offer free trials, which is also the way they play.

The other is that the cost of the product is very low, such as postage 15 or 25, but the price of the product is far less.

The most common free shipping is for beauty products. Facial masks and skin care products have extremely low costs.

The same principle applies to the tricks shared a few days ago, such as “Add friends and get free watches”.

2. First order X yuan

When a new user places their first order, although it is not free, the price given is the most favorable.

d. One point purchase

JD.com’s 1-cent purchase promotion is particularly aggressive around June 18th every year. Every user can have ten chances, and the key is that it is not limited to new and old users.

And during Suning’s 818 these days, there were quite a lot of 1-cent purchases.

In fact, the one-cent purchase also performs a simple screening action. Another advantage of the one-cent purchase over the zero-yuan purchase is that the user experiences the complete order and payment process, including the personal payment method is also recorded.

The raffles that Pinduoduo often holds also cost one cent, and are essentially the same.

e. One Yuan Purchase

There is actually a 100-fold difference between one cent and one dollar. Even if something is cheap, product selection is still very important.

Some products won’t be bought even if they cost only one dollar.

If you are in education and training, the same applies.

If it weren’t for a famous teacher or executive sharing, no one would place an order even if you charged 1 dollar.

So don't think that there is no difference between the two.

f. 9.9

9.9 is infinitely more than 0 yuan, and nearly 1,000 times more than 1 cent, so it fully meets the screening criteria.

Moreover, the payment cost is 9.9 yuan, and the value of some e-commerce products may not even be 9.9 yuan.

But 9.9 can still be used as the first order, such as courses, scenic spots, catering, e-commerce, fitness training, car washing, etc.

3. X discount on first order

The second way to play is to select some specific products and sell them at the lowest price.

With a discount on the first order, there is greater flexibility in terms of products, and users may have more choices.

g. 10% off for first order

For some products, users can purchase them at a 10% discount.

In some ways, it is more favorable than 9.9.

Because the value of the product selected for 9.9 yuan may not even be enough for 9.9 yuan, the merchant may make money.

However, if the first order is discounted, the merchant is likely to suffer a loss.

For example, 10 yuan at a 10% discount is 1 yuan, 50 yuan at a 10% discount is 5 yuan, and 100 yuan at a 10% discount is 10 yuan, if you follow the rules of e-commerce.

It is very difficult to make this product look like it is worth 50 yuan or 100 yuan.

As for 9.9, users may think that you are only worth 9.9 or 11 or 12 yuan.

h. Half price for the first order

If the first order is discounted, the merchant may provide a greater subsidy.

Then there is another way of playing, which is 50% off on all items, which will be much better in terms of cost control.

In particular, establish a half-price area for newcomers and set up specific products.

There are too many products with profits exceeding 50%, or even 200% or 300%.

But if the entire store is half-price or the special store for new customers is half-price, it will be attractive enough to users as long as the products are well selected.

Because you are giving a discount, the prices of other brands have not changed and are completely comparable.

4. First order coupon package

If you are reluctant to give users such substantial discounts, you may be afraid that the customers who come are those who are trying to take advantage of the situation, or that the services you provide do not allow you to offer so much.

For example, you sell gold, digital products, medical services, etc.

Then you can give new users a coupon package, for example, new users can get 188 yuan after registering.

The 188 yuan is made up of 10 5-yuan store-wide coupons, one 50-yuan home appliance category coupon, one 38-yuan single product coupon, and one 499-50 yuan discount coupon for purchases over 499 yuan.

This kind of gameplay is actually very attractive. For example, there is no threshold of 5 yuan, and you can make money by recharging your phone bill. A 50 yuan small appliance voucher is sometimes very affordable.

You should know that most coupons are not allowed to be used for virtual products, digital appliances and other categories.

5. First order gift package

This is a combination punch, unlike a coupon package which is just a coupon and a discount which is just a discount.

The gift package can contain a lot of content, and is especially suitable for asset-heavy, high-customer-order products.

For example, if you buy a car, you will get a lot of services for free. If you go for a beauty treatment, you will also get a variety of products for free.

The core principle of the first-order gift package is that its value exceeds the user’s imagination.

For example, giving away gifts worth 3888, 19800, etc. You can see that many courses sellers follow the same logic.

02. How to play the first order of a new user

6 things to note

1. First order discount is not suitable for all industries

Although the effect of a new customer’s first order on conversion can be clearly felt through actual operations, it is not suitable for all companies.

a. Extremely low frequency

The product or service you provide is inherently low frequency, and may even only be provided once in a lifetime.

Moreover, users may not have any product selection at the moment.

b. Low value

If you open a fast food restaurant, a breakfast shop, or a small supermarket in the community, it is better to issue membership cards instead of the first order.

c. Brand image

The brand wants to maintain its high-end image. For example, it is totally inappropriate for a BMW store to sell a helmet for 9.9.

2. Free does not necessarily mean physical goods

The definition of a commodity does not necessarily have to be a physical object.

The courses and consulting services we provide, including our fitness, travel, and hotels, all have preferential policies for first orders.

3. The product itself must have value

Although we provide free or discounted products, the prerequisite is that the product itself must be valuable.

Users are greedy for bargains, but you price a bottle of ordinary yogurt at 50 yuan and then write a 10% discount.

This is completely meaningless and unattractive because users themselves are the ones who make the most valuable judgments.

Users will evaluate in their minds whether the product is really a good deal compared to the ones on the market and whether they can earn back the money they paid.

For example, a buffet restaurant serves both fish and meat, and the opening price is 49 yuan per person, but it is not necessarily full most of the time.

Because users will think, 15 yuan is enough for an ordinary meal, why should I spend 49 yuan, or can I get the 49 yuan back on food.

4. Pay attention to the loophole detection of gameplay settings

Our goal is to attract new customers, not to attract freeloaders.

Some users are greedy for cheapness, but they will really generate repeat purchases and build word of mouth.

Therefore, when we set the rules in the early stage, we must pay attention to checking for loopholes in the product and gameplay.

For example, for discounts in the newcomer zone, do you have to place your first order in this zone, or can you buy it at any time without having placed an order in this zone?

Also, if a user places an order in the special zone and then is not satisfied and requests a refund, are there any vacancies available?

Can coupons and red envelopes be refunded?

There are also many discounts of 20%, 30% or 100 yuan off, but for some special products, these are completely unavailable.

For example, let’s take digital home appliances as an example. However, if the operators are careless, it may lead to good intentions leading to bad results.

5. It is important to choose the right product

For e-commerce, product selection for new customers’ first order is extremely important.

The discounts are good, but the products are not well selected, so it is difficult to make a deal.

For example, the prices in the newcomer area are all over two or three hundred yuan, and they are all cosmetics, clothing, shoes and bags. If you are not a vertical platform, it will be difficult to sell them.

For example, if you are doing course training, what kind of courses can be attractive if you offer them at special prices?

For example, what is the operation most concerned about now?

Isn’t it just live streaming, short videos, private domain traffic, and community operations?

Using these courses as trial classes to generate first-order conversions, and then working with well-known industry insiders, the conversions will definitely be effective.

6. Benefits should be limited

In any industry and any scenario, once you make free meals and special offers long-term and popular, they become less attractive.

Therefore, many times we have to learn to create atmosphere and value.

a. Time limit

For example, if a newcomer gets a no-threshold coupon, it does not mean that he can use it six months or even a year later.

We can set it to be used within 24 hours, 48 ​​hours, or 30 days. The more valuable the offer, the more urgent the time.

b. Limited

If the price is the same whether buying today or half a month later, the time it takes for users to participate and make order decisions will be longer.

Therefore, while we display the required usage within the fixed usage range, we must also limit the quantity.

One is to limit the overall quantity, for example, to 100 copies for the first 1,000 people.

The second is to limit the quantity of items. For example, a popular product or service may not be available at all times and may only have 10 copies.

Why is it so difficult to make an appointment with a specialist in the hospital? Because the number is limited and the value is high.

c. Threshold

In certain specific industries, in order to restrict users from taking advantage of the system or to screen out users more accurately, appropriate thresholds can be set.

For example, we often see many people sharing posters of an event or a resource group in our circle of friends.

The way it works is that the more likes you get for your posts on WeChat Moments, the more you can get a free course and access to a resource group in a certain industry.

For example, when a new activity is launched, you can set it so that members must reach a certain number of points to be eligible to participate.

Setting thresholds can often improve operational efficiency and reduce ineffective screening and communication.

Okay, that’s all I’m going to share with you today.

Author: Shili Village

Source: Shili Village (shilipxl)