On April 28, on the first day of the Shuangpin Online Shopping Festival, C2M orders soared by 288%.
On the first day of the Tmall 618 event, C2M orders soared by 668%, and the transaction value of foreign trade-to-domestic merchants increased by 66% year-on-year.
It can be seen that the Taobao special edition, which has only been online for 3 months, has a good record.
2. About user operations and models
1. What is user operation
Aiming at the activity, retention and country email list payment of users such as websites (products), and according to user needs, formulate operation plans and even operation mechanisms. ——Zhang Liang, "Doing Operations from Scratch"
2. AARRR model of user operation model
AARRR is the abbreviation of Acquisition, Activation, Retention, Revenue, and Referrel, which correspond to the five words in the user life cycle, namely acquisition, activation, retention, realization and dissemination.
To sum up, AARRR is a conversion funnel model that is split according to the user life cycle. It helps new users to develop habits and then convert and spread through the process of attracting new users, promoting activation, retaining, converting and spreading.
3. How does Taobao Special Edition use this model to promote the conversion of new customers?
Acquiring/Pulling New: Users can understand the positioning and copywriting.
According to "E-commerce Online", during the Tmall 618 period, the downloads of Taobao's special edition APP soared in major application markets, ranking first in the App Store shopping application list for several days. On June 15 alone, the number of newly registered users exceeded 1 million. . On the Apple App Market, the Taobao Special Edition was downloaded more than 2.34 million times.
1 million new people are pulled in a day. The specific way of pulling new people is unknown, but there must be some launch and optimization in the application market. In terms of internal strength, we should focus on optimizing copywriting and evaluation. Since it is no longer the day of June 18, I can't find the evaluation and rating of the day, so today I will focus on the copywriting of the download page.
Clear positioning: choose good factories, wholesale prices every day - users can understand and understand.
Direct discount: special price + 618 official subsidy + exclusive discount + 1 cent gift - multiple discounts, very tempting.
APP download page: non-stop red envelopes + cheap and good goods, among which "cheap and good goods" emphasizes high quality and low price + one authorization for Taobao account - lowering the user registration threshold and emphasizing cheapness again;
If you think the above copy is normal logic and nothing special, I will give you the most powerful sentence:
"You can buy clothes, shoes, fruits, tissues, face masks, and toys for less than 10 yuan, and you don't need money if you round it up." In one sentence, the old irons made it clear how cheap it is.
What is the Taobao special edition for the entire copywriting, what is there, and what are the benefits of downloading, the three directions clearly explain the benefits.
Promotion & Retention: In order to promote activity and avoid churn, all-round attack (here focuses on new users).
Red envelopes: Red envelopes are not only a means of promoting vitality, but also a weapon to promote conversion.
Push: Indiscriminate bombardment.