Shulou(Shulou.com)06/03 Report--

Mini programs have passed the era of barbaric growth of this track. How to operate things related to refined operation in the later stage, such as optimizing the entrance of each resource category according to products, and fine adjustment of user-oriented promotions, subsidies and other marketing links.

Pay close attention to the official website of "E+ Intelligent Guest Acquisition Mini programs Industry Internet Service Provider" to learn more about Mini programs

WeChat has a huge seed user base:

No matter APP or Weixin Mini Programs (Mini), they need to rely on their own B-end and C-end cooperation, supplemented by deep operation to complete.

But now that the C-end has reached a red sea or even a blood sea state, it is difficult for the existing platform to see explosive opportunities. Mini programs appeared at this time, with many unique advantages of WeChat platform, brought us some new hope.

Similar to the form of Mini programs (fast application, etc.), in fact, a few years ago there were platforms doing it, but they didn't do it, while WeChat can. The basic reason is that WeChat has a huge seed user base (the overall WeChat daily activity exceeds 1 billion), and it has a complete ecological closed loop, including the existing public number infrastructure.

Second, WeChat is a strong social relationship link with high frequency and high trust, which inspires sharing and also gives the product the possibility of making user increment explosion on the basis of the first point through fission sharing.

Third, for e-commerce, forming a closed loop of transactions within a system is a very important ability. Weixin Pay itself, and its high popularity, meet this demand.

How to implement refined operation specifically?

First of all, we do a lot of user stratification. In the existing customer base, we will distinguish between new customers and old customers of the group. The new customers are divided into new customers for the first time and new customers for return visits; the old customers are divided into active and lost customers. Recently, we have also subdivided active return visits and planned return visits in the return visit.

For example, the most vulnerable group new customers refer to the target users who have never placed orders in each business line. For the special areas of group new customers, the benefits and red envelopes of each business line will be provided to them during operation, which has a great impact on the decision-making of users, especially during holidays.

The conversion rate of users who did not enter the new customer zone of the Group was relatively stable, while the conversion rate of users who entered the zone would increase significantly. Conversion rates are higher, especially during holiday marketing hot spots. There are many similar proofs.

For example, in view of the loss of old customers, get WeChat entrance, accumulated old customers also have a certain number. These old customers who haven't come for a while need to be recalled.

Take the return visit loss as an example, we will find that among the new customers, some users have not visited again within three months, and this part of users will try to remind them again, especially in important marketing nodes, so that users can remember that there is such a choice. For such users to be lost, they will be recalled based on in-station notification, out-of-station SMS, BD cooperation, advertising, etc.

II. Increase the form of auxiliary business product coupons, increase user product selection, and further improve the one-stop shopping experience of users. Moreover, in sharing this product, there is still a lot of space for sharing task pool, user screening logic, reward logic, reward pool, play method, outer interesting display, based on own business, or can do more play.

In addition, a lot of product innovations are needed, such as adding social features and sharing mechanisms. It meets the needs of different scenarios respectively, and also brings certain social sharing

Pay attention to the official website of "E+ Intelligent Guest Acquisition Mini programs Industry Internet Service Provider" to learn more about Mini programs.

Original text: zsyncmall.com/html/xwzx/xydt/137.html

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