E-commerce platform needs to take care of two kinds of God's needs

E-commerce platform requires two types of "God" requirements Special care :

1. Simply to stroll God, if met the promotion, discount, price reduction and other promotional activities, buy otherwise just stroll;

2. is to come here to buy things, see like to buy directly, there is a promotion on the better.

There is no doubt that the is the 2nd kind of God we need , and that is what we want to focus on cultivating and transforming. But most of the electronic business platforms today are concerned with the needs of the first category of God, ignoring the needs of the 2nd category of users. Stretching down to the line is similar to the shopping mentality of most women and most men: The former is a shopping spree, and treats shopping as a pleasure; the latter goes straight to the subject and buys directly if it meets the requirements.

As a result, most of the electric business in order to pull the first batch of users, using all the means to carry out the regiment Rob, snapping, seconds, etc. to price as the core promotional activities, the purpose is to have sex with the first category of God. Through the first transaction, let users understand the platform of goods and services, and hope to take this opportunity to retain them. So, a lot of new platform promotion really is a loss to make a yell: rather than spend a large amount of advertising, rather than the real concessions to the final user to win the beer.

But on the line to compare the cost of goods is too low, users can easily run to another platform to see, senior point of the network to buy the first time on a Amoy to parity, and then to buy. Sad reminders of things come, E-commerce platform product manager is very tangled: if your platform's commodity prices do not give force, your website user experience again good again Ox X can not stop buyers dust and go; If your platform is not able to operate, then a good product is useless.

So, then the product manager of cattle X is not about the development of the electric business platform, the industry has placed too many expectations on product managers, at least in the field of electrical business, this view is not workable. PM is a job but not Jobs.

NND, carelessly habitually spit groove.

Anyway。 Do not use different dishes for God. The first category of users, you have to through a variety of marketing activities to promote their success in the platform to take the first step, deal with the first single! Therefore, the corresponding products are group buying function, snapping function, second kill function, supplemented by a variety of play and different rules, in the goal of maximizing ROI, the product optimization. In the display of the page will be a lot more to improve the exposure rate of goods. When the user is wavering and cannot make a purchase decision immediately, the purchase behavior and evaluation of other users becomes the important basis for its reference. This is why Jingdong, Xun, when the platform to vigorously develop user evaluation, consulting, drying and other functions of the important reasons, of course, there are a number of reference elements: Browse the product of the user finally purchased XXX, the user purchased the product and finally purchased XXX, users who browsed the product also browsed xxx. The goal is to tell the user, this thing many other people have bought, said good, so I should also buy, should not be wrong to where to go.

After the platform matures, it should open up the VIP channel, in the navigation design will be more accurate, page design to reduce other elements of its purchase under the interference. For such users, we must find ways to improve his own value, through identity, integration system and other means to improve its loyalty to the flat goods.

Too many platforms are in the stage of seducing the first type of user, so the techniques are similar. To pull, goods and services to force is the hard truth.