How to improve private domain conversion rate?

This article finds that many companies and businesses have established private domain systems, but the conversion rate is very low. It finds solutions to improve the conversion rate of private domains, mainly from three aspects. It is recommended to students who are learning private domain operations.

Many companies and businesses have established private domain systems to retain customers on WeChat, corporate WeChat and social groups, but they have found that the conversion rate is very low. For customers, it is just posting advertisements in Moments, which is highly marketing-oriented and leads to a very high churn rate. So how to improve the private domain conversion rate? We can do it from the following points:

1. Correctly understand and use private domains

The so-called private domain refers to the users and channels that you directly own, can be repeated, and can be reached at low cost or even for free. However, just because it is low cost or even free does not mean that you can advertise and market without scruples. In the era of Internet marketing, information is pouring in like crazy, and such recklessness will only hurt users' perception of you.

To use private domains correctly, you must build a complete system, operate in a planned manner, provide users with valuable outputs, or gain direct benefits. For customers, you will have retention value in their WeChat and Moments.

2. Understand customer attributes

How to grasp the attributes of customers? The premise is that you need to understand your user portrait based on your private domain system. First, if you have retained customers, you can completely analyze your user portrait based on past data; second, before retaining customers, you can initially establish a user portrait based on the product. I will not elaborate on user portraits, you can learn on your own. Based on customer attributes, a formula is summarized, which is also the core of this article:

3DTM: Decision maker, Demand, Distress T: Time M: Money

1. Decision makers

The decision makers for different products at different age groups are also different. The users of maternal and infant products are babies, but the decision makers are mothers; the users of educational products are students, but the decision makers are parents; the users and decision makers of medical products are not necessarily the same person.

Therefore, we need to dig out the decision makers, know who they are in advance, or understand who they are likely to be based on product attributes, and take precautions in terms of sales talk in advance, remove the invisible decision makers, and retain the only decision maker. The decision makers behind the scenes become the front decision makers, and even after the decision makers are discovered, we can persuade the users and communicate with the decision makers together. The role of decision makers in conversion is crucial. If we can do this, we will reduce the conversion time and increase the conversion rate.

2. Demand

There is no need to introduce too much about demand. You must know what your users need, and then prescribe the right medicine. Strategies and products are all based on demand. But why do we mention demand? We need to know that there are superficial demand, potential demand, and even no demand. Then, in the conversion stage, we need to do three things according to different situations: match demand, deeply explore demand, and create demand .

3. Pain Points

In fact, my understanding of pain points at the beginning was that they were just needs. After deep thinking, I found that pain points and needs are different. Needs are what customers need, while pain points are what customers cannot do and feel uncomfortable with. Why do we mention pain points in conversion? In fact, we need to help customers solve their pain points. For some products, we need to attack customer pain points in our sales talk, propose solutions, and help to achieve conversion effects. However, this requires skills, such as the comparison method. If you directly mention it, you may be blocked by the customer.

4. Time

Time is actually free time. Understand the user's free time so as to make operational actions or match the right products. For example, many social groups are ineffective and have poor interaction rates. Have you summarized the operational rhythm? Many people send greetings or messages at 9 o'clock in the morning, but the reading rate is not high. This is because 9 o'clock is working hours. You can learn from 36kr's official account, which sends information at 8:15 every day. Many people will read it on the subway or while eating breakfast.

For example, if the product is educational and the user is a student, then knowing the customer's free time can help you arrange the class time and match the appropriate time. For the middle-aged and elderly groups, the end of the operation cannot be left until 22:00 at night, as they rest very early. Therefore, knowing the time is also a must.

5. Consumption level

The user's consumption level can determine whether your product can be successfully promoted. If the user profile and consumption level of your platform is 30 yuan per month on average, but you insist on promoting a 10,000 yuan product on the platform, it is basically a failure. Just like Taobao will recommend products in the "Guess You Like" section based on the price range of the products you browsed, large platforms are based on algorithms, while private domains must be based on user portraits and cognition.

3. Accumulate private domains with both quantity and depth

The importance of private domain is self-evident. We are in the period of disappearance of Internet dividends. We can only operate in a refined manner. Every customer is hard to come by. We must take positive measures to retain them. In an era where everyone is doing private domain, we cannot fall behind. Otherwise, the cost of acquiring customers will increase, which means your profit will decrease. Actively build a private domain system, starting from the framework, WeChat and social groups, and your performance will not stop there.

Author: Laicai Operation Notes