Merchants who have participated in the promotion may have a deep understanding that as soon as the event ends, the search popularity will drop rapidly, the traffic will drop sharply, and the conversion will fall into a period of exhaustion. Some stores may also face many after-sales problems, such as not responding in time, it will affect the store's DSR score, which will have a negative impact.
How to deal with the conversion fatigue after the big promotion? 94 Intelligence summarizes the following 3 points for you from the perspective of stock user operation.
01Improve after-sales service satisfaction and let consumers feel pampered
Consumers' sense of experience is complex and concrete, they are rational and shrewd at the consumer level, but they are often moved by a good after-sales experience, which subtly affects their subsequent repurchase decisions, such as an intimate product instruction, timely logistics notification or active after-sales support.
Secondly, excellent after-sales service is also more conducive to the expansion of the private domain traffic pool for brands.
94 Intelligence once served a beauty brand customer, and its private domain powder addition rate was 11% on weekdays, which is a pretty good data.
However, we took the opportunity to provide them with services such as return and recovery, logistics notification, and praise invitation, and used AI to segment the needs of this group of consumer users, predict their demand nodes, and use the link of AI outbound call + SMS + active addition to increase the fan rate of WeCom to 42%.
In terms of specific content, we have designed ten sets of request verification words, such as after-sales support, surprise gifts, knowledge courses, and feedback to old customers, to guide users with different needs and maximize the user fan rate.
02Arrange return activities to harvest hesitant users
On the one hand, it is to undertake the residual heat of the big promotion traffic, harvest the users who did not reach a deal due to hesitation or other reasons during the big promotion, and maintain the heat for the store.
However, the content of the return event should be different from the content of the big promotion, and the intensity should not exceed the intensity of the big promotion, so as not to cause the psychological gap of the purchased users.
When notifying the event, it is mainly for those who have not purchased and those who have added to the collection to optimize the direction of the speech, which can be coupons, trial packs, old customer feedback, etc. Or directly through the form of "ai** + SMS" to remind users who have added to the rights and interests, directly reveal the benefits and give users real discounts.
On the other hand, a good return event can play a role in connecting the previous and the next, such as the transition from "no closing for the New Year" to "Juhuasuan 38 promotions", so as to avoid a vacuum period of discounts. After all, the demand for user purchase has always existed, especially for some consumable products or temporary one-time users, if the user is snatched by competitors due to the temporary lack of discounts, the user will lose more than he gains.
03New products, upgraded members, and continue to create shopping desire
First of all, the emergence of new products is always more exciting to consumers, and for those customers who like to try new things, the new product will trigger the desire to buy and prompt them to place an order.
Especially for some consumer durables, consumers will have higher expectations for their performance and appearance. After all, even if the promotion is very high, if it is not time to replace it, a considerable number of consumers may not buy it.
At present, the domestic promotion nodes are basically between the seasons, and the gap between the big promotions is just used for new product releases and limited-time spikes. However, it should be noted that when notifying users, it is necessary to pay attention to the user's recent consumption interval to ensure that the user is in demand.
Based on years of AI-** reach practice, 94 Intelligence has formed a mature outbound strategy model for the user consumption cycle of most categories of products on the market, helping brands accurately reach potential users.
For example, a footwear and apparel brand customer, in one of its new sneaker activities, we subdivided multiple groups of sample groups according to their historical user portraits, and verified that the customer group who had placed an order for sneakers within half a year was the most likely to buyAnd in the follow-up batch reach, it brought 1486% on-turn conversion rate.
In addition to stimulating users with new products, membership upgrades and points redemption are also broughtLimited-time thresholdless coupons are also a great way to keep consumers motivated to shop. According to a survey published by ForbesA whopping 80% of consumers believe that thresholdless coupons may influence them from buying products they wouldn't normally buy.
04 Summary
To deal with the fatigue period of conversion, first of all, don't treat user consumption as a one-time thing, but continue to follow up on the user's feelings. Collect user feedback, summarize problems and shortcomings, continuously optimize the shopping process, and improve user experience. The second is to consider the conversion at the right time, starting from the user's needs, to give the user the best shopping experience.
After all, people will forget what you said and what you did, but they will always remember how you made them feel.