Build a 20W+ private domain traffic pool from 0 to 1!

According to the "2019 Private Domain E-commerce Report", the customer acquisition costs of traditional e-commerce companies such as Alibaba and JD.com remain high, traffic prices are rising, and it is becoming increasingly difficult for mid- and long-tail merchants to survive. E-commerce sellers have turned their attention to the private traffic pool that promises “one-time effort, free for life”.

The outbreak of the epidemic in early 2020 has accelerated the process of major e-commerce brands deploying private domain traffic. So, as small and medium-sized e-commerce brands struggling to survive in the cracks, how should they plan a brand private traffic pool that is “free to obtain, free to use, and capable of continuous conversion”?

Next, I will share with you an e-commerce private domain traffic project I carried out in the second half of 2019 from the four aspects of "positioning, traffic diversion, operation, and conversion" :

How can a men's underwear (yes, underwear, you read that right) brand build a 200,000 private traffic pool from 0 to 1 using just one parcel card? How to achieve 2x repeat purchase growth through super user operation thinking?

1. Starting from positioning, build a private domain flow operation model

The first step in building private domain traffic is not to start with traffic diversion, fission, and distribution; instead, you should first understand whether your company and your products are suitable for private domain traffic; then you must clearly define the positioning of the company's private domain traffic. Once you have determined the positioning of the private domain traffic, you have also determined the direction and purpose of the private domain traffic operation.

1.1 How to determine whether a brand or a company is suitable for building private domain traffic?

The analysis can be done from four dimensions: "brand culture, user awareness, product system, and channel resources." Let’s analyze our project:

In terms of brand culture, our brand expresses an intimate culture. Our products are intimate gifts that girls buy for boys. Our products have natural content dissemination and social attributes. Private domain traffic represented by WeChat naturally has good social dissemination scenarios.

In terms of user cognition, both buyers (girls) and users (boys) are very supportive of brands and products. This conclusion can be drawn from product reviews. In addition, girls’ love of shopping also provides brands with a natural attribute for generating private domain traffic.

In terms of product price, although the main products are men's gifts with medium and high customer orders, after further research, we have developed customized products, couple products, cost-effective daily products and extended products to increase the repurchase rate;

In terms of channel resources, e-commerce brands have natural and stable traffic channels, and what we need to do is to direct these purchasing users to the WeChat private domain.

1.2 The so-called "positioning" actually means making you stand out in the minds of your target customers.

To put it simply, label yourself so that your users can know at a glance "Who are you? What services or value can you bring to me?"

First, who are your users? Although our product is men's underwear, 75% of the buyers are young girls aged 18-28 who have a certain purchasing power. At the same time, they hope to give their boyfriends a precious and intimate gift on their anniversary to express their feelings for him.

Secondly, what needs do they have that are not being met? Through questionnaire surveys and telephone interviews, we learned that the reason for these users to repurchase is that they hope to buy some couple's items and daily products at more affordable prices.

Finally, how should we meet their needs? Based on the above, we conclude that within private domain traffic, we should sell "cost-effective daily series and more interesting couple products, such as constellation themes, zodiac themes, etc." to meet the repurchase needs of these female users.

Therefore, to sum up, our positioning in the private domain is an intimate life platform for couples. We are set up as a close and personal butler for couples, providing couples with tailor-made intimate gifts and recommendations for home products for couples.

1.3 Based on positioning and purpose, build a private domain traffic operation model suitable for the enterprise

As an e-commerce brand, when building private domain traffic, you will often encounter this problem: should you guide users to the mini program mall to complete transactions? Or should I go to Tmall store to complete the transaction? We chose the latter so that we can obtain a higher traffic weight allocation from Tmall, increase repeat purchases, and improve sales.

Therefore, we focus on the positioning of "couples' intimate life platform" and the business direction of " couples' customized services and good product recommendations" , and finally form a stable and efficient e-commerce private domain traffic operation model of "e-commerce/off-site traffic fission → IP personality operation → super user operation → Tmall repeat purchase transaction" .

2. Traffic generation: How to design a closed-loop model for fission growth

Most e-commerce sellers are relatively simple and casual when it comes to package card traffic diversion plans. When designing a package card traffic diversion plan, you should have a fission growth mindset and design a long-term and stable closed-loop growth model:

• The first step is to design a drainage bait;
• The second step is to sort out the user's shopping journey and find key touchpoints for attracting traffic;
• In the third step, every step of the user viewing the package card is implanted with a bait for user traffic diversion/sharing fission;
• The fourth step is to build personal account IP/content to improve retention and conversion.

2.1 How to design private domain traffic bait that users will not refuse?

When it comes to package cards, most people’s first reaction is “add WeChat - give a good review - receive a red envelope”. However, as a gift brand, it is not very suitable to use the method of cash back for positive reviews to guide customers to add WeChat. This is because users do not want to put a promotional cashback card with the gift they give to their boyfriends, which would destroy the ritual of gift-giving.

Based on the sense of ritual and the two key touchpoints of girls giving gifts and boys receiving gifts, we designed a bait product based on the mini program that can enhance the sense of ritual for gift givers and recipients. Here I call it a "gift card."

An exquisite gift card will not only make customers willing to write it after placing an order, but also make the recipient more willing to check it. And it can efficiently reach the gift giver (girls) and the gift receiver (boys). As long as you can reach users, there is an opportunity to direct purchasing users to the private domain.

2.2 How to find the key touchpoints for private domain traffic in e-commerce?

Now that the problem of attracting traffic has been solved, how do we let users know that they need to fill out a gift card? Where and how to write? How to direct traffic to WeChat?

Starting from the user's purchase journey, when a user sees a brand promotion activity outside the site or on other platforms, he will "open Taobao → search for the brand name → store homepage → product details → consult customer service → place an order and pay → check the express delivery".

We found that we can design traffic diversion plans at three opportunity points: " product details page, consulting customer service, and checking express delivery." When users view the product details page, design a column of diversion posters to remind users , "After placing an order, remember to ask customer service for the link and fill in a private message to send it to your loved one."

Therefore, the above three problems have been solved here:

• The first problem is to let users know that they want to write a gift card through the product details page;
• The second question is to ask users to consult customer service to get the filling method;
• The third issue is to direct traffic from Wangwang customer service and package cards to WeChat.

2.3 How to improve private domain traffic rate through 3 touchpoint optimization?

By simulating the user's shopping journey, we learned that the key opportunities to reach users are still the three touchpoints: product details page, Want Want customer service and express parcel card. Let’s break down these three touchpoints step by step to see how to improve the conversion rate of traffic.

2.3.1 On the first touchpoint “product details page”

When driving traffic in e-commerce, you must abide by the platform rules and sensitive words such as "WeChat, official account, mini program" must not appear. Based on this, we use pictures on the product details page to let users know that this is something they must do, and at the same time guide them to consult customer service to obtain it.

2.3.2 At the second touch point "Wangwang Customer Service"

The probability of Wangwang customer service directing traffic to WeChat is very high. After many upgrades, iterations and optimizations, we have achieved that for every 100 customers who pay for a purchase, 80 people will consult customer service to obtain and fill out gift cards, which means that the traffic rate to the gift card mini program reaches 80%. On the premise of complying with the platform rules, use a tactful way to hint users to add WeChat. For example, sensitive words such as "WeChat, mini program, public account" can be replaced with corresponding polyphones, or the corresponding LOGO can be used instead on the poster.

2.3.3 At the third touch point “Express Parcel Card”

Follow the idea of ​​"unpack, take, scan, read, and invite"; first, design an eye-catching package card so that people will be interested in picking it up and taking a look. Whether your benefits are in place determines whether users are willing to scan the code to follow your official account or add WeChat. After reading the contents of the package card or receiving the reward in WeChat, we can set the next factor to guide users to share and bring in new traffic growth.

In the process from searching for brand keywords to final transaction, the user's needs are different at each additional step, and the trend is bound to be gradually decreasing. Therefore, what we need to do is to design different traffic lures according to the needs of users at different stages, and continuously optimize and improve the traffic rate at the opportunity points where we can reach users.

2.4 How to design an emotionally interactive fission growth model?

Earlier we learned how e-commerce companies design traffic lures and how to increase traffic rates at key touchpoints.

So how do you design a traffic-generating gameplay that can cyclically fission? Let me share with you how we designed the fission and drainage gameplay of "mini program + official account + personal account": using 1 gift card to build a 20W private domain traffic pool.

First, we need to understand the needs of users for their first purchase and analyze whether there is a social fission scenario. First, the girls who buy our products (gift givers) hope to express their feelings for their boyfriends through this gift; secondly, the product is relatively private and is designed specifically for couples; therefore, it has a good social scenario.

Based on these two points, we designed the bait product (package card) into a love talk mini program (the original name was not the love talk mini program, but another more interesting name that is more in line with the brand tone) to meet the girls' sense of ritual in gift-giving and the need to express emotions.

The gameplay is as follows: get the love words mini program through the Wangwang client, the girl fills in a love message for the boy in the mini program, and the boy receives the gift card and scans the code to view it. To allow couples to interact and improve active retention. After the boy reads the love words, a pop-up window will appear prompting him to write a reply to his beloved girl and establish an intimate relationship with her. The other party will receive the reply and confirm the intimate relationship with you.

Based on the idea of ​​binding couples' intimate relationships, we have designed the function of member growth/task system to cultivate super users and generate fission: binding relationship/daily check-in/inviting best friends/intimacy rankings, etc. Each completed item will increase the corresponding points. The higher the points, the deeper the relationship and the higher the rights and interests. When users add WeChat, guide them to sign in to the mini program for a long time to receive points and guide them to share with friends to generate fission.

In fact, in addition to the functions of gift cards, the Love Talk mini program is also a community platform specially created for couples to whisper and enhance their relationships.

This kind of e-commerce traffic-generating method, which I call "emotional interactive fission growth", has achieved a fission effect of 1:1.3 , which means that if 100 people fill out the love words mini program, it will generate 130 new people. At the key touchpoints of the entire traffic diversion process, we placed baits with WeChat accounts, and ultimately diverted traffic from Tmall to personal accounts, achieving a diversion rate of over 35% . As far as I know, most e-commerce sellers’ WeChat traffic generation rate is 5%-10% if they rely solely on the package card as a touchpoint.

3. Operation: How to cultivate private domain traffic super users

3.1 How to define a super user

Super users conform to the “80/20 rule”, that is, 20% of super users create 80% of the value for the company. Luo Zhenyu said, " They are real and concrete users, they are your bread and butter." In addition to their identity as "dads", they are also known as "brainless fans".

As long as there is an event or a new product is launched, they will rush to the front line, participate in the event or buy the new product as soon as possible, and even introduce it to their friends. It is these "dads + brainless fans" who feed us.

Therefore, whether it is an e-commerce brand or other company operating private domain traffic, it should not blindly expand or pursue so-called traffic, but should keep calm and use refined operation thinking to establish high-value users, use VIP service thinking to cultivate super users, and provide them with better products and services.

Regarding the definition, we mainly use the two indicators of "activity and conversion rate" to define and measure super users. Activity refers to the user's frequent login to the mini program and high-frequency interaction in the circle of friends and community. Conversion rate refers to the amount of money users pay to purchase products and services, which mainly depends on the frequency and amount.

However, during the initial operation phase of the first three months (our product repurchase period is generally three months), the only criterion we measure is "activity". Therefore, the standards/indicators for measuring super users are different depending on the business development cycle.

3.2 How to Cultivate Super Users

Based on the indicator of "activity", in the process of cultivating super users, it is necessary to let users have a "sense of ritual, trust, participation and value." Based on this idea, we established three super user groups of nearly 1,000 people during the initial operation phase.

• Sense of ritual: Create a sense of ritual. When a user adds you as a friend or joins a group for the first time, you should pay attention to the welcome message. Do not sell products or send coupons to users right away. Instead, let the user become "God" and tell her what she can get from you. Quickly lock her in and invite her to upgrade to membership. Then, perform stratification and grouping based on labels and conduct targeted operations.
• Trust: Build a personal account persona to narrow the distance between the brand and users and quickly gain user trust. Based on the personal images that users like, we created a warm-hearted young lady character to become friends with users, to build a trust relationship with users and let them know that they can get better products or services from us.
• Sense of participation: Co-construct content, create couple column content, establish an effective reward mechanism, and encourage users to share couple stories and contribute to the official account column or share on Weitao. We jointly build community activities and create a series of brand IP activities including "Intimate Story Plan, Valentine's Day Goodnight SMS Plan, Chief Brand Experience Officer" to allow users to participate and feel the warmth of the brand.
• Sense of value: Create a private domain membership system and design corresponding membership rights: discounts, exclusive products, birthday gifts, distribution privileges, empowerment activities, etc.; within the member community, create a series of member-exclusive activities to enable users to grow together, regularly invite members to join the learning plan, and create a better life together with the brand and users.

4. Conversion: How to build a transaction conversion model for private domain traffic

4.1 Build a transaction conversion model with the mindset of cultivating super users

Before launching any marketing activities or strategies, collect feedback and demands from users first, and then make deals conversions to achieve twice the result with half the effort. For example, collect: Are they willing to add WeChat? Are you willing to buy on WeChat? Which products would they prefer to buy? What price range can you accept? What valuable services do you hope to provide? etc.

In terms of product and pricing strategies, because our products have gift attributes, the attributes have already reduced the repurchase rate. Therefore, based on user feedback and demand, our main products within private domain traffic are mainly daily necessities and couples series, and our pricing strategy is more affordable.

In terms of marketing strategies and methods, we are constantly trying different ways to convert transactions, such as: soft-text marketing on public accounts, one-on-one private chat recommendations, sales in Moments, flash group sales, and we even have a group leader distribution fission model.

The conversion data performance of "one-to-one recommendation, posting scripts on WeChat Moments, and flash group sales" is the highest. Among them, with the model of scripts in the circle of friends + flash group sales, we can achieve an average payment conversion rate of more than 50% for each event.

Through continuous experimentation, continuous review and summary, and continuous upgrading and iteration, we will eventually form a transaction conversion model oriented towards refined operations and cultivating super users .

4.2 One-to-one private chat transaction

1. Add fans to communicate: During the first communication, many users come to receive benefits. Don’t try to sell to them right away, and don’t give them benefits. Emphasize the privileges and benefits of subsequent repurchases to let users know that they can gain benefits from your business in the future, thereby improving retention and subsequent conversions.
2. Binding relationship: lock in users, emphasize user privileges, and increase repeat purchases. After the user adds WeChat, immediately invite them to join as a member for free and register their information with labels: name, phone number, order number, amount, etc., and clearly state the member privileges "discounts/exclusive products/birthday gifts/distribution privileges, etc.". Finally, tell the user that there are benefits to receive after receiving the goods, and ask her to come to you to claim them.
3. Follow-up care: When users come back to claim their prizes, reinforce their VIP privileges during the communication process, let them know in time about the products they may consume in the future, invite them to participate in the first VIP event, and cultivate consumption habits.
4. Repeat purchase upgrade: Strengthened underwear needs to be replaced every 3 months. It is recommended to subscribe to a quarterly/annual package. At the same time, when the weekly VIP activities go online, we take the initiative to invite users to participate in the benefits; continuously strengthen member privileges and promote them to become super users to share and make money.

4.3 Script-style transactions in WeChat Moments and flash group wave-style transactions

The ideas behind these two marketing methods, the Moments script and the flash group sales, are the same, and they are usually combined into a marketing mix: Moments is used as a momentum-building and traffic entrance, and the community is used to receive traffic and operational conversions.

Whether you are an e-commerce company or an offline business, if you want to conduct high-conversion marketing activities, these two methods are worth using. But there are two prerequisites:

• The first prerequisite is that you already have a certain scale of private domain traffic users;
• The second premise is that these users already have a certain level of trust with your IP persona.

If you meet the above two prerequisites, then let’s take a look at how to use the circle of friends script and flash group sales model within private domain traffic to achieve a payment conversion rate of 50%+.

(1) Plan a flash sale event that customers will find appealing and irresistible

Take the 3.7 Queen’s Day flash mob event as an example:

Particularly strong perception: shaping product value or discounts, quickly attracting customers into the group, and locking in purchasing qualifications. For example: starting from 50% off on March 7, the first 20 people in the group will enjoy a 50% discount, 21-50 people will enjoy a 55% discount, 51-100 people will enjoy a 35% discount, and those above 100 people will enjoy a 30% discount!

The benefits are particularly great: it increases customers' hope and confidence in purchasing products at low prices. Many people who join the group still hope to get a 50% off coupon. The 50% off coupon will be sent out regularly according to the customer’s free time. How to send it? The person with the best and worst luck in grabbing the red envelope will get a 50% discount coupon.

A lot of red envelopes: learn how to send red envelopes, which can quickly cause the community to be flooded with messages and increase the popularity of the community. When doing flash group marketing activities, in addition to arranging water armies, learning how to send red envelopes is a very interesting thing and can quickly liven up the atmosphere and attract onlookers. How to play? Send red envelopes to every group of people, and ask users to reply: At xx o'clock tonight, I want to participate in xx event and draw a red envelope for free food!

The surprise is particularly big: Allow customers to shop and watch in the community, and quickly stimulate those who are waiting to place orders. For example: sending free red envelopes at regular intervals, and the person with the best luck will receive a free reward. Only users who place orders can participate.

(2) Create a WeChat Moments activity script and promote it

When posting your first circle of friends, it is particularly important to be able to quickly attract users’ attention. The method we often use is to post to Moments in the form of questions, fully arouse users' curiosity and expectations, and guide them to like, comment and vote to collect user feedback. Label these users in time, invite them to the group as soon as the activity goes online, and promote the products with the most comments in the group.

For example: "Here comes the question with prizes. In the last activity, xxx people participated, xxx got a free meal, and xxx people bought xx product at xxx price. This time, we plan to give the following benefits to the girls on March 7 Girls' Day. Which benefits do you want?" Follow-up comment: Welcome to leave a message and vote. Come and vote! The most commented gifts are xx!

(3) Accurately invite users to join the flash mob group and accurately target potential customers

Release announcements and red envelopes, arrange internet trolls to flood the screen with messages, and let users know clearly the event time and prizes. Earlier, we used Moments to build momentum for the event, and users who were interested in the event (likes/comments/private chats) were already stratified by labels. Therefore, when our event went online, we invited these users to the group as soon as possible, and posted to Moments regularly to invite users who were interested in the event that day to join the group.

When doing flash group marketing activities, in addition to arranging water armies, learning to send red envelopes is a very interesting and can quickly liven up the atmosphere. How to play? Send out red envelopes for every 50 people who come in, and ask users to reply: At 8 o'clock tonight, I want to participate in the 50% off event and draw a free red envelope! It instantly caused a screen-sweeping event! It is recommended that the copywriting for screen-sweeping should include the following three points: event time, event benefits, and participation methods. Let the community customers know once again about tonight’s event: what time it starts, what activities and discounts are there, and how to participate.

(4) Open product links, limited time and limited quantity sales, and instantly trigger activities

Through private chat, ticket circle, follow-up comments and likes, ensure that the product link and event information are notified online to every user who has registered for the event. At the same time, inform users that there are only 100 sets available, and they will not be restocked until they are sold out! After the sale starts, arrange for the internet army to post screenshots of orders in a planned manner in the group, and publish positive recommendations for the activities and products to attract customers to place orders.

(5) Use countdown to stimulate hesitant customers to buy and pay quickly

Red envelopes are issued at regular intervals, and announcements are made to inform users of how many products are left. The people with the best and worst luck in sending red envelopes can receive 50% off coupons, free orders, and other activities.

(6) After the event, follow up with customers who have not purchased and invite them to place an order

Learn sales tactics and tell users that the event is very popular, but a user bought one too many items. Now you still have a chance to grab a bargain, otherwise it will be gone.

For example: Dear, a friend of mine bought one more item and she is offering it at a 50% discount. I saw that you have signed up for tonight’s 50% discount event. Do you want one? If you want, I can leave it to you.

above.

Author: Vincent

Source: Vincent