6000 words to build a million private domain system!

At the beginning of the article, let us first clarify the definition of private domain. Everyone has different views on private domain traffic pool. Some people understand it as a new form of traffic, while others understand it as a user pool.

In fact, if we really want to define the "private traffic pool", its essence is not traffic, but the refined operation of users . The users in the private traffic pool can be used repeatedly and can be reached for free . These users are deposited on platforms such as WeChat public accounts, WeChat groups, WeChat personal accounts, and corporate WeChat accounts. We call them private traffic pools.

If you are the person in charge of the private domain of a company, and your boss gives you the goal of building a private domain traffic user pool of 300,000 this year, and the private domain should be able to bring in 5 million GMV by the end of the year, what will you do to achieve your boss's KPI?

Let’s first look at the formula applicable to the private domain:

Private domain GMV = traffic * conversion rate * average order value * fission rate * LTV (total value of the user's entire life cycle)

In the private domain, we should pay more attention to warm links with users to increase sustained repurchases. More attention is paid to CLV, the refined operation of a single user throughout their life cycle .

So, if I were the person in charge of a private domain, my idea would be this: first, clarify the positioning of the private domain, that is, why do users come to the private domain? Secondly, it is necessary to clarify why users want to stay, and finally consider the channels for attracting traffic, the carriers for carrying traffic, as well as private domain construction, user operations and other contents.

1. Build a private domain model and position first

Before building a private domain user model, you must think clearly about one question: What is the purpose of operating private domain users? What is the relationship between it and the company’s short-term goals and medium- and long-term goals?

Only by thinking through this issue clearly can we avoid deviating from the direction and paying too much attention to false data in the early stages of operations. In addition, the organization's centripetal force and goals can be unified and cohesive.

When conducting private domain positioning, many companies tend to position the private domain as a conversion channel , and pay too much attention to short-term transaction indicators, ignoring the long-term value of users. After a period of time, the conversion effect decreases. The company's internal operations began to change, with a focus on conversion rates. They started by increasing the frequency of reach, increasing the frequency of advertising push, and even making crazy phone calls and sales calls.

This positioning method only meets the user's purchasing needs. Simply put, it is a one-time transaction and a one-time purchase and delivery behavior. In the end, the private domain user pool is like chicken ribs, which are tasteless to eat and a pity to throw away.

Let me give you a simple example. How does a chain brand selling glasses conduct private domain positioning? Simply buying glasses is unreliable, and it is a one-time transaction, and users leave after purchasing. We might as well consider changing from just doing eye tests and fitting glasses to becoming vision experts, teaching clients how to protect their eyesight and identify risks.

Provide users with unique value so that after entering the private user pool, users will stay, engage in more interactions, and establish social and trusting relationships. Social relationships are more conducive to the spread of goods, and social trust relationships can stimulate user purchasing demand and help users make purchasing decisions quickly.

Looking back at this positioning, we build social relationships through the private user pool to stimulate users to generate demand (what to buy?), help users make purchasing decisions (why choose us?), share and communicate after purchase (social communication), and continuously operate to increase repeat purchases, forming a closed loop.

To sum it up in one sentence: high-quality content + warm interaction.

2. Find the carrier that carries the user

The commonly used side-carrying carriers in the WeChat ecosystem include: official accounts, video accounts, corporate WeChat accounts, personal WeChat accounts, communities, mini-programs, etc. These carrying methods can be freely combined. It is recommended to carry as many traffic pools as possible, so that we can accumulate data through multiple channels later.

3. Find ways and channels to attract fans and traffic

We need to think about where our users are? And how can we attract these users? I can summarize it in one sentence: grab users in the public domain + guide users through the platform + split users in the private domain.

In the process of attracting traffic, we need to find users, determine channels, determine hooks, and determine the words of speech.

Generally speaking, simple, direct and profitable hooks are the most effective, so you need to think about:

• What kind of hooks can solve the most direct needs of users?
• What is the guiding script for each step in the traffic flow path?
• How can the content I want to express attract users quickly?

1. Grabbing users from the public domain

1. SEO/SEM information flow distribution channels include Douyin information flow, Baidu information flow, WeChat Guangdiantong, etc.
2. Some vertical tool community platforms or content platforms. For example, mothers will go to vertical mother and baby platforms such as Lamamabang and Babytree.
3. You can cooperate with KOL (key opinion leaders) and KOC (key opinion consumers) to attract their fans. The brand must settle according to CPS and CPA. (CPS settlement means that successfully attracting a customer to consume is considered effective advertising; CPA means bringing new users to the website to register and activate, which is considered effective advertising)
4. Public fans on major platforms, such as Taobao and Tmall store followers, Weibo, Douyin, Xiaohongshu, and Bilibili fans, etc.

2. Platform guide users

For e-commerce, we have accumulated some accurate old users on Taobao, JD.com, Pinduoduo and some e-commerce platforms. We can attract traffic through package cards, AI outbound calls + text messages, and actively adding WeChat accounts.

(1) Package card diversion

First, determine the format of the package card. In fact, users are now immune to package cards with big red cards that say "Add me to get a 2 yuan red packet or add me for a good review and get a 5 yuan red packet." So here are some solutions for you to refer to:

Change the style of the package card.

1. Set up to be a star film with lasting significance
2. Useful bookmarks
3. Brand card pendant with certain decorative function
4. To create a commemorative foldable paper wind chime, you must first change its style.

Set up hooks, either physical or virtual.

1. Red envelope
2. Membership Benefits
3. Free gifts

(2) AI phone + SMS traffic diversion

But the addition rate of SMS traffic is the lowest. The main reason is that adding friends via SMS requires switching scenes, which generally happen in two ways:

1. To set it up through live code external links, you need to configure the aggregate live code
2. Through short link conversion, the link is generated into a short link, and then embedded into the text message.

Path opened by users via SMS:

1. Directly click on the external link to open it in the browser on your phone, take a screenshot of your QR code and open it in WeChat to scan and add it;
2. Guide users to copy the link into WeChat and then open it.

The key to SMS traffic generation:

1. Whether the first few lines of text can attract users to open up a little bit.
2. Set up SMS hooks: get samples, draw prizes, give out coupons. The content of the SMS must be well packaged. You can refer to Pinduoduo’s copywriting here.

3. Private domain fission users

Common fission gameplays on the market now include group buying, checking in, supporting, lottery, red envelopes, collecting blessings, and free fission for 0 yuan .

Some friends may say: group buying has no effect, checking in has no effect, supporting has no effect, and lottery has no effect. Users are indeed familiar with these gameplays and have even developed immunity to them, so the effects are much less effective than before.

I have a different opinion on this. My opinion is that these fission gameplays are still an effective means of acquiring users at a low cost. In terms of input-output ratio, it is still a very applicable method for acquiring users.

From the aspects of activity design, welfare setting, speech rules, process design, etc., let users perceive the value points, rather than stiffly and coldly pulling people to complete tasks.

4. User’s first payment

Most users do not have the habit of consuming in the private domain. The main path of current user purchasing behavior is: receiving product information - generating purchasing needs - making purchasing decisions - placing orders and paying . In private domain traffic, it is about how to operate a heavy customer, tap the value of each customer, and establish an online transaction model that builds customer trust. In this process, how to break through the sense of trust and establish relationships is something that every private domain project operator needs to break through.

1. Apply the platform’s promotional activities to encourage new users to complete their first order experience

We can allow users to fully experience our private domain purchasing path and let users experience the Aha moment of product purchase.

How we can motivate users to complete their first order in the private domain mainly depends on the personal image of the private domain.

From the moment we add users, we must let them know that we are real people. We need to let users know what we do, what value we can bring to them, and what problems we can solve. This is also a problem that private domain operators must solve. How can we enable users to build relationships and trust with us in the shortest possible time?

Next, we apply the platform methods, such as free shipping for 9.9 yuan, purchase for 1 yuan, limited-time flash sales, new member coupons, group purchases of three people, buy one get one free, etc., through subsidies, only targeting new users to let them complete their first order experience, and try to complete it within three days, or a shorter period of time.

2. Create flash groups, do live broadcasts, and organize activities in WeChat Moments

You can also complete the first order as soon as possible by creating flash groups, live broadcasts, and circle of friends activities. This requires the trader to have a complete set of new customer conversion strategies.

In the transaction scenario, try to use the mini program mall or H5 mall to convert the first order. Now WeChat also has its own mall allowing users to complete their first WeChat shopping experience.

One thing that needs to be noted is that the first order in the private domain must have a sense of privilege and differentiation. Simply put, it means allowing users to buy products or rights that they cannot buy in the platform store.

In this way, adding users to our private domain will be meaningful and valuable. After completing the first order conversion, you will also get the user's basic information data, and you can then provide some customized services and push notifications.

The trader needs to see whether the activity mechanism and gameplay you set for the first order from new users can really attract users to complete their first order. We need to test the order rate of new users and the subsidy cost accounting. What we need to do is to control the activity effect of the conversion of the first order from new users and continuously optimize and adjust.

In the private domain scenario, what are the strategies and means that can achieve lasting conversions?

5. Establishing, retaining and repurchasing user relationships

At the beginning of the article, we mentioned that the formula applicable to the private domain is: traffic * conversion rate * average order value * fission rate * LTV (total value of the user's entire lifetime) . In the private domain, we should pay more attention to warm links with users to increase sustained repurchases. This requires the use of content to plant seeds and the continuous mass production of content.

When it comes to content, many people think of articles first. Directly equating content with text limits the value of the content.

The content can be presented in the form of not only text, but also video, audio, picture, H5, live broadcast, etc. The form of content produced needs to be based on the acceptance of the target user group and choose the appropriate content presentation combination.

In addition to content seeding, we also need to establish a user membership system or growth system, which we will discuss in a separate section.

6. Fission and referral

The person in charge of the private domain needs to make fission based on incremental users and fission based on existing users. It is actually very simple to do fission. Just set up a good scenario and think about the user's motivation to participate and share. Based on the fission of seed users, the methods I can think of include group fission, personal account fission, and public account fission.

1. Fission preparation

Think clearly about the fission path and hooks at each step, so that the fission ideas can be smooth enough, user participation is high, and the K factor and fission rate can be high enough. The trader must think clearly before doing the activity.

The event theme, follow-up speech, event poster, and event copy are slightly more difficult than doing a big promotion. It all depends on how and what mechanism you use to do it.

2. Fission Learning

I usually read more case collections and participate in more fission activities. I am also constantly learning the methodology of fission activities.

3. Fission details

When doing fission activities, you should pay special attention to some details, such as the entire process, poster production, promotional language, fission data, etc., and make timely adjustments based on the data.

7. Complete data system and tool support

Through the construction of the previous stages, we can establish a framework from the surface of the private domain, but this only stays on the surface. Just like we have shaped the "shape" of private domain traffic, we also need to give the private domain traffic pool the "spirit". Good operations students can achieve "similar in form" through case analysis and imitation learning, but the most important thing is actually under the "iceberg", that is, digital construction .

When building and operating a private traffic pool, we will use many tools, including fission tools, official mini-programs, official accounts, and third-party enterprise WeChat tools. The difficulty here is connecting the data, which will cause data missing, data fragmentation and data mismatch during the actual operation process.

If this is the case, we will lack data support in actual operations, just like a blind man touching an elephant, only able to see part of it but not the whole.
The multi-platform data involved in the private domain user pool include the following platforms:

• WeChat ecosystem: official accounts, mini-programs, enterprise WeChat, H5;
• Own platforms: APP, web, H5;
• Public domain platforms: Xiaohongshu, Meituan Dianping, WeChat Official Account, Video Account, Douyin, Kuaishou, Weibo, Zhihu, Bilibili, Taobao, JD.com, Pinduoduo, etc.
• Internal systems: ERP, CRM, membership system, order system

1. Need to establish a multi-platform user ID system

This requires us to develop a unified user ID account system, and use a unique user ID system to unify user accounts such as the WeChat ecosystem's openID, unionID, registration ID of its own platform, anonymous ID, cookieID, member account ID of the business system, and user ID of the public platform.

No matter which channel the user comes from, they can be identified by a unified user ID and know exactly who the user is. This will be of great help to our future construction of CRM system and user operation management.

2. Establishing a unique user ID account system requires comprehensive data collection and accurate data analysis

After the multi-platform user ID system is connected, the question of who the user is has been solved. Next, we need to know what behaviors users have taken in the private domain user pool, including their browsing data, purchase data, etc.

If you want to know what users do, you need to collect data comprehensively and analyze the data accurately. In the actual operation process, it is often the case that only after the business has been running for a period of time will data requirements be raised and data collection begins to be started to fill in the missing data links.

When it comes to data collection, I recommend a combination of the two data collection methods: "no data collection" and "code data collection".

The "no embedding" method collects all page data and user behavior data that reach users from the product dimension. The "code tracking" method collects users' key behavior data, result data, key operation paths, conversion funnel models, fission funnel models and other data from the user dimension.

This method of collecting data allows data to be collected ahead of data demand and can predict data needs within the team. When data analysis is needed, data analysis can be directly pulled out from the database to ensure the comprehensiveness, continuity, validity, and correctness of the data.

3. Associating user behavior data with result data for intelligent recommendation and precision marketing

In combination with what was mentioned above, we perform a large number of operational actions in the private domain user pool, such as tagging users, pushing a large amount of grass-planting content, pushing a lot of product information, setting up various fission processes, and guiding users to place orders and convert.

In this process, we collected a large amount of user behavior data and result data. After associating the user's behavior data and result data, we know clearly: what kind of behavior a certain user performed and what results were produced.

With a clear user data chain, we can intervene in user behavior through operational strategies, gameplay design, and product design to achieve our goals.

It can also conduct attribution analysis on user behavior data and result data, and continuously optimize business data models. Make bold assumptions and carefully verify them at the business level to drive business growth through data.

Based on these data analysis conclusions, we can provide intelligent recommendations and precision marketing to users.

4. Data system tools and private domain user pool operation tools

Seeing this, I guess everyone understands it, but they don’t know how to actually operate it. Here we need to build a data system based on the actual situation of the company. For most companies, the standard combination of data systems is: internal development + third-party data system tools + multi-platform back-end data.

Based on my experience, the company's core data and user's sensitive data should be processed using systems developed internally, while user behavior and other data should be processed using third-party data system tools. By using technology to connect data from official accounts, mini-programs, APPs, H5, corporate WeChat, communities, etc., it is sufficient to support operational data analysis of the entire business.

The operation of private domain user pools involves a large amount of community operations. When reaching users intelligently, an AI robot is needed to automatically complete the reach. AI robots are generally developed by companies themselves. AI robots + third-party community operation tools are sufficient to meet the needs of intelligently reaching users.

Datafication is a long-term process. How data drives business and improves efficiency requires the support of data system tools and other operational tools. It also requires us to continue to explore in actual work.

The process of dataization is the process of reducing internal transaction costs of the company.

In Section 5, we talked about the user membership system and growth system. The establishment of these two systems requires data support from the platform. Here, I cite an example to illustrate how important the membership system and growth system supported by data are.

In 2021, more than 80% of Youzan's maternal and infant merchants, including Abbott, Goodbaby, and Babycare, have established their own membership systems, and 45% of maternal and infant merchants have carried out refined membership operations through paid memberships, and the average repurchase rate of paid members has reached 65%.

The most basic operating rule in the private domain is "use public domain to create voice (user mind), transfer public domain to private domain, use private domain for operation, and use operation to create membership". Managing the 20% core users in the user pyramid is the key to private domain GMV. Therefore, building content, service, price and rights differentiation, and membership growth system is also a very important strategy in private domain operations.

There are two very important things in implementing a good membership strategy. One is the ability to build a membership system, and the other is the ability to conduct precise marketing based on members. The membership system is designed based on user stratification and user journey, and the precision marketing of members is based on the precise automated marketing capabilities of user data.

Well, that’s all for this article. Let me summarize:

1. Build a private domain model, positioning first.
2. Find the carrier that hosts the user.
3. Find ways and channels to attract fans and traffic, including grabbing users from the public domain + guiding users from the platform + fissioning users from the private domain.
4. The user's first payment.
5. For the establishment, retention and repurchase of user relationships.
6. Fission and referral.
7. Complete data system and tool support.

Author: Private Domain Deep Operation

Source: Private Domain In-depth Operation