The award recommendation program, who is willing to recommend the article is a gang of old American economists to do the experiment, the article is very long, mainly describe the test process and application cases, but the core point of view is only a few, but also very common sense, such as "Incentive recommendation program is effective, but the effect of the ceiling and reward amount is The reason is that the increase in incentive amount will increase the recommended income, but it will also increase the social and psychological costs-the guilt of unfair trade. Wait a minute
And I have summed up the appropriate "E-commerce product review Design," the conclusion is only one:
In spontaneous situations, the more likely the recommender is to benefit from the recommendation, the more likely it is to recommend it, and the higher the level of trust it will recommend.
At the same time, I set the relationship between the design and recommendation of e-commerce review design as:
The purpose of the Electric Business Review design is to show
RecommendedComments, which are not recommended, should exist, but the purpose of his existence is to show audiences that their recommendations are objective and unprocessed.
There is nothing wrong with trying to show a recommendation, because the number of people who think they are willing to recommend is quite the same as the amount of bad reviews, but more people who feel good but don't bother recommending them.
I have summed up the existence of e-commerce comments into 5 realms, their rule is that there is a level away from direct benefit may be brought about by the escalation of trust may (recommendation/Sales conversion rate), and the gradual decline of information concentration , each realm in the end I have given, How to organize the comments of my humble opinion, to count to the point, hoping to throw bricks, to everyone's inspiration.
The first realm: Wang Po's shop
Representative location: When, like, Jingdong Mall, such as vertical product review Office
Voice: My melon is really good, why don't you know
Features are:
- finally boast: no matter how you yell, invite your users to comment, or give their long speech points, melon is your low price from the farmers Place bought, has become your inventory, anyway you want to sell, you are all boast, Put it on the shop, either by John's name or by Dick's name on the note.
- no one bought: Because of the above, even if there is praise, it is basically no letter (even if there are people who believe, I also classify those people to see "TV shopping ads" will buy things "subconscious person" (#注1) inside, not belong to this discussion object)
- No recommendation : Because to give praise, it is also likely to be recognized as a todo, after all, your note affixed to Wang Po's shop, others reader will think ... If you write a negative comment, you would have been torn by the king ..., I have a persistent, either to the "subconscious person" to see, or to read for themselves
the second realm: The bazaar where the shop is rented
Representative location: Taobao, Pat and other c2c of the mutual Evaluation Office
Voice: Good customer is really good, the tenant injured count a bird
Features are:
- most of the customers: Rent shop wang, and I bullied them is profitable, not with me really, but people with me rob, guests and difficult to wait, I will not because of which tenants offend guests, So many of our strategies are even biased towards customers (such as peer review is the business to see the customer first). What's more, as far as I know PayPal users buy some items, in 15 days to six months can be refund successful, and merchants difficult to appeal to win. Of course, I say eccentric, is generally in the premise of conflict.
- Comment System Objective: evaluation to buy the ability to review, as well as the seller also has a credit rating mechanism, put the store rental of the comments from the statistical sense is objective, from the default praise this thing is also considered a merchant a little face, But the vicious blackmail of Wang Po's thugs has begun to harm the system.
- win customer Trust: As a result of the above clear-cut attitude, we generally also trust the system, this is also the root cause of the greater Taobao
- The existence of melon Shop Mixed assessment: Shop reviews are generally targeted at the shop (channel) or watermelon (commodity itself) mixed evaluation, the shop may be in a scope destroyed the reputation of watermelon, a batch of rotten watermelon may have smashed a shop.
- The timing of the recommendation is late: to the people in the market are generally the people who have the intention to buy, this time the commentary, relatively to play a role in fuelling, than the latter several realms less.
the third Realm: compiling the den of watermelon spectrum
Representative location: Watercress Pcpop zol, such as vertical comparison site.
The voice of the people: I make watermelon spectrum, the business of the whole war.
Features are:
- The preparation of objective living: I learned to write the watermelon spectrum, objective justice is my life, otherwise my spectrum no one to read, I will not take a few or farmers reputation to bad my fair reputation
- The quantity gathers objective : although I may believe the calumny, but my job is "compiles", puts to the person enough situation, my spectrum also can "rely on".
- comments for Watermelon: comments are generally targeted at watermelon (commodities), not the shop (sales channels), this can be improved.
- subject to the food and clothing parents: Although to the efficient people to see the objective and impartial spectrum is my core competitiveness, but advertising is my only business model, so eventually each "farmers", or Wang Po, are my food and clothing parents, I can not assure my reader, my parents did not secretly take candy to me to eat.
- recommended time: in the concept of Aisas model, search to go to purchase (Action) key conversion point, which watercress also unique SNS attributes, is to share (Share) encounter interest (Attention) of the site
The highest state: the lake!
Representative Location: Everywhere! Weibo, blogs, Facebook and its Chinese Shanzhai products, forums, etc., the slogan is web2.0, the form is UGC, that is, people create content, because someone's place, there are rivers and lakes!
Voice: I am just talking to myself, I am not intentional, the listener you have to intentionally on the
Features are:
- inadvertently inserted Liu-shady: Generally speaking, the recommendation of the lake is generally shared.
- Trust to buy the highest: my circle (Circle of friends, follow circle, Interest Circle, colleagues Circle, Forum Circle) inside, recommended by the recommendation of things, is the most likely to be purchased, if you trust the recommender through such a recommendation to obtain the benefit of less than The referrer is blown up to be the reputation value of the circle of the loss.
- the most scattered form of comment: in various forms exist in the lake, in the heroes, little brother of the words (micro bo), in the neighborhood of the comments (class FACEBOOK,QQ group), in the public notice of the place (BBS)
- recommended the earliest time: here is aisas first link "interest interest" and the last link, "Share Word-of-mouth Communication" junction of places, but also "melon home" battleground.
0th Realm: Farmers
Representative Location: Li Ning flagship store and other manufacturers E-commerce site commented out
Voice: My melon is not good, I do not bother to speak, because you do not believe that said
You see their products, in fact, many people buy (according to "IT manager World", Li Ning online flagship store sales when got a province, but generally no one to review, and generally no one to see, so I put him in the end, he is the least need to comment on the place, put here is the number of together, lest reader said I missed
My advice:
No suggestion analysis is not good analysis, so I dare to suggest
- The advice to Miss Wang is
Stand A memorial arch: You don't struggle, do not bother to do their own comments on the system, to find a group of scholars, the more fair, the more you, the more you want to please, put their essays on the commentary next to the watermelon, and then erect a memorial archway, please scholars in the inscription, the book " The following comments are compiled by me and I will review them regularly to ensure my own reputation. In this way, the scholar has the flow, you have to the customer more just evaluation system, the system won't help you sell rotten stock, but at least it will help you make it smarter next time you buy it, or learn about Amazon transformation, sink yourself, do basic services, let people come to you and open the shop, you don't Yahuo, The comment system you built is objective.
- The advice to the scholar is
- skim the crony: at least also learn Google make an oath, do not do evil, comments do not accept farmers money, do not take the money, set up a review of anti-counterfeiting mechanism, I advertise will clearly tell you, the third party to their own impartial positioning to achieve the ultimate.
- Do not do Wang Po: Do you have the integrity of the king, other people will dare to put your comments, if you are a referee and a player, no one likes such a game, and together with the king to create a market-like rental market that level of integrity of the business system is good for many parties.
- Erudite: cite the evaluation of the Lake as a reference to see the people, such as embedded a similar play poly ju690 such a SNS collection engine, see the spectrum of people, generally belong to good thinking, good contrast, give them more detailed information, they are welcome.
- Watermelon Spectrum Outside: can also open a spectrum for the shop, for example, watercress is now the purchase of a single function can be extended, coupled with the business scoring comment information, to help customers in the price, just judge them, and then say to the Zol dealer contact information below, you can also have the evaluation of the dealer.
- The suggestion to put the shop rent is
also comment on watermelon: If you think the category too bad management, you can buy goods from the net 80% small number of major categories to start, ask your customers to separate comments "shop and watermelon", so that new customers in the choice of time can clearly get the information of Non-interference, So that users do not need to leave your site can be compared to make decisions on goods, you do commodity review Mechanism in contrast to the scholar has a benefit, is that your comments are The Ming customers are indeed actually purchased things, they say more weight. It is more useful for the latter, and it is more expensive for cheaters to cheat.
- I can not give advice, haha, rivers and lakes so big, the rumors you are inseparable.
Other Impressions:
The entire analysis, by the way, helped me explain why I
- Never write a book review, although I have helped my colleagues over the past 4 years to buy more than 500 books for myself, although when I send emails again and again, I have to comment.
- Few write book reviews in watercress, there are only 2-3, although I still have a lot of reading notes.
- One of the favorite hobbies in my microblog recommendation is to recommend books for colleagues and friends that are appropriate for them. (Welcome fo me)
- Another example might be extreme: I recently wrote a letter to my freshman cousin in the IT profession, recommending a book to him,
- When the publishing house in the following comments, please i reprinted the book Review in the Watercress, I turn to the reader's mentality to see my article, feel like a gun text, so my first reaction is to the title inside the letter of recommendation deleted
- When he was reprinted to Csdnbbs, where my definition is still a lake, so most of the comments accepted.
- When the letter was reprinted to the Watercress, it was directly sealed as a soft text.
Such an example, may be my own individual situation, but I know clearly, in the lake, in any Word-of-mouth (Share) and attention (Attention) collision Place, there are ads, there is a consequent distrust.
So whether it is a hot forum moderator, or a famous blog need to be cautious recommendation (or why the new rules of the United States blog entry into force: The author take corporate red envelopes to declare ), because they are already a maverick or a faction, as Feng Dahui, Its Circle (subscription circle Blog Order number 80,000, follow Circle micro-Bo follower9000 is not the influence of ordinary people can compare, for him every recommendation of a book, will have to let that book sales of the day than this month, some people said he made a book Todo also let Big Shama knot, but no way, People in the rivers and lakes ....
