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This article mainly introduces the relevant knowledge of how Mini Program merchants use coupons. The content is detailed and easy to understand, simple and quick to operate, and has a certain reference value. I believe everyone will gain something after reading this Mini Program article on how to use coupons. Let's take a look.

As an important means of promotion, coupons began to appear in the 1920s, from paper coupons to printed coupons to electronic coupons. So far, almost all online platforms that can be traded have coupons.

Seemingly small coupons are not easy. This is an economic problem and consumer psychological problem. It is also an important operation strategy that operators need to master. For activity operations, coupons are a powerful tool for order conversion and price increases; for user operations, coupons are an important means for users to maintain and even recall.

In today's wave of social e-commerce led by WeChat applet, coupons are a common tool for pulling, fission, conversion and repurchase. In addition, with the social energy of Wechat, there are more coupons than ever before. Spread quickly. Therefore, the way to play with coupons is the basic method that Mini Program suppliers should master.

From generation to value creation, coupons usually go through the process of design, distribution, use / recycling and data statistical analysis. Next, the scene cube guides you through specific steps in the process.

1. Design

In essence, coupons are a "price discrimination" strategy. Price discrimination belongs to the category of microeconomics. This is the price difference between merchants and different consumers. It does not infringe on the equal rights of consumers or the principle of fair trade, but infringes on the reasonable pricing behavior of businessmen who maximize profits. For users, coupons are a psychological problem. What users need is not necessarily cheap, but a sense of cheap.

If you lower the price directly, it will actually increase sales in a short time. But when it takes a long time and the user is familiar with the price, the stimulus is useless. When you upgrade back to the original price, it will result in a decline in sales and the use of coupons. By using the contrast effect, the user will have the feeling of taking advantage of the price and make the user feel cheap and do not consider the white man. Don't buy, buy more.

Coupons come in many forms, including complete coupons, coupons, etc., but they are designed to allow users to deduct certain fees during use in order to achieve promotion or increase the unit price. Customers, but there are two main types of deductions: one is to directly deduct a fixed amount of fees, such as full reduction coupons, vouchers. In order to reduce the amount of coupons when the conditions of use are met; the second is to reduce the tax exemption according to the order price, such as discount coupons.

A brief summary of the coupons is as follows:

Coupons should usually contain at least five elements in the right half of the image above. The left part is optional. You can choose to add according to the needs of each activity.

It is important to note that the amount / discount of the coupon directly affects the conversion. If the incentives are too big, the profits will become thinner. If the incentive is very small, the insensitive utilization rate of the user is not high. But no user will run to you and say how much you are willing to pay. This requires us to consider the development of concessions in the light of actual circumstances and resources.

In order to dump goods or rush to sell, preferential strength can stimulate users to buy as much as possible without loss.

In order to increase the customer price, you need to know the current customer price first. If the average customer price is 20 yuan, you can get a coupon of less than 30 yuan. Users should buy more to enjoy a discount.

In order to maintain users, user operations can issue different intensity coupons to different levels of users according to the user model, in order to promote activities.

In order to restore users, potentially lost users are given coupons that are higher than those of active users, such as commonly used takeout red packets. Usually, users who do not use APP for more than a week will receive more red packets than active users, which is a way to prevent users from losing. .

Of course, these are just a few situations that are often encountered in the design and production of coupons. There are more problems for us to analyze the specific problems in the actual work.

On the live Rubik's cube platform, we have designed various types of coupons, which are suitable for different scenarios of small program marketing, such as full coupons, group purchase coupons, offline verification coupons, online and offline connections. allows enterprises to achieve different marketing purposes.

two。 Publish

Design and make the right coupons, and then consider how to issue them. The choice of distribution channel directly affects the amount you can send. Everyone knows the existence of the conversion funnel. Of course, the more you send, the more conversions you can make. If you want to consider converting the distribution channels of a particular group, then the benefit that everyone has is not called a discount to maintain the identity of that particular group.

The main procedures for issuing coupons:

(1) take the initiative to issue bonds

The merchant actively issues coupons to the user, such as a common recruit package or some user welfare activities, and the user can receive the account.

(2) Consumer coupons

The problem of coupons after consumption increases the possibility of buyers buying again.

(3) share bond issuance

At present, the most commonly used ticket playback method, users need to share, and then open the collection when getting red packets. Usually, there are invitations to send red envelopes, and after the order is completed, sharing and issuing coupons (such as Meituan, Didi, etc.) can play the role of killing three birds with one stone. It is a combination of giving back to individual users, promoting old users and pulling new triple effects.

(4) Credit voucher

As part of the user's system, most products are somewhat systematic. A proper point exchange system can not only consume a large number of pools, but also stimulate users to get more exchange points and promote user activity.

(5) Mission ticketing

Get coupons after the user completes a specific task or participates in a specific event / game, for example, in order to quickly pull a new user, the old user needs the customer to get X people; for the PV of a channel, the user needs to enter the channel, which usually lags behind the specific purpose of the hidden operation and improves the relevant target data in a short time.

(6) different commercial bonds

Carry out cross-industry cooperation to achieve new goals, choose to cooperate with their own target user platform, issue vouchers on the platform, guide platform users to their own platform, and achieve new exchanges.

3. Use coupons

Once the coupon is issued, the initiative will be handed over to the user. From the time the user gets the coupon to the time the coupon expires, the operator needs to remind the user not to forget to use the coupon. For Mini Program, the goods or services applicable to the coupon can be presented to users as much as possible for subconscious reminders. It can also be alerted through WeChat groups and relevant Wechat public accounts.

In addition, Wechat template messages are a very noteworthy tool for small programmers. After the user receives the coupon, before the coupon expires, the expiration reminder is sent through the template message, and the soon-to-be lost Mini Program user is awakened and directly clicked on the template message to jump to Mini Program to form a transformation.

4. Statistical analysis of data

Data is an important criterion for measuring work. Due to the issuance of coupons, there must be corresponding statistics at the end.

Coupons follow such a basic funnel model, from sales promotion to conversion, to indicate the effectiveness of channels and coupon collection pages, as well as the attractiveness of coupons to users; from the amount of receipts to the use of conversion rates explain the attractiveness of coupons, and indicate whether the operation reminder is valid; the actual use represents the final conversion and measures the success of the coupon.

In addition, according to the purpose of distribution, targeted data summary analysis, such as sales growth index, new quantity, user activity improvement index, user recall loss, etc., will eventually form a complete coupon data analysis for future use.

This is the end of the article on "how Mini Program Merchants use coupons". Thank you for reading! I believe you all have a certain understanding of the knowledge of "Mini Program merchants how to use coupons". If you want to learn more, you are welcome to follow the industry information channel.

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