How to create the scarcity of website operation strategy

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As the saying goes, things are more expensive than rare. Even if it is a very ordinary object, but once the "scarcity" of the mark, people tend to Viruzhan it. This also reflects to some extent people fear to lose a kind of psychological characteristics, and many businesses are grasping the psychological characteristics of consumers, deliberately create a "scarce" environment, in order to achieve their own marketing purposes. This principle is also applicable to the operation of the website.

We often see the words "limited number of purchases" and so on on some of the electronic business websites. This is the site deliberately to create a scarcity, hoping to stimulate user consumption. Of course, the strategy of creating scarcity is also applicable to some new online sites, in addition to some of the electronic business sites.

Site in the initial operation, you can choose to use this way to increase the site's own traffic within a short period of time, registered users and turnover and so on. The success of Apple and Millet is largely due to this unique marketing strategy, although Lei said that the scarcity of millet mobile phones is the supplier of insufficient capacity, but we have to admit it is this so-called "insufficient capacity" to let Millet have today's brilliant achievements.

This strategy to shape scarcity is also called hunger Marketing or hungry marketing. Song Smart, the strategy to shape the scarcity of a simple three kinds: limited quantity, limited time and create a scarce environment.

Limited quantity

First of all, let's take a look at "limited quantity", which is the most common in internet marketing. Usually a number of e-commerce sites or training sites to play a "limited amount to buy quickly" slogan, this strategy emphasizes the number, and appropriate to give some sales data such as "sold XX" to stimulate the user's desire to buy. Through the form of digital in the user's mind to create an intangible pressure, forcing its early decision.

Time is limited

Next, we say "time is limited", Song Congming personally think that compared with the "limited quantity" strategy, "time limited" more can aggravate the sense of urgency of the user, through time to tell your users that he has not had much time.

Moreover, "limited" and "time Limited" both in marketing, the former is more suitable for the clearance sale of activities such as the application of some of the upcoming shelves or sold out products, these goods are sold out, there are more sales of the meaning. The latter is suitable for some of the best-selling products or the user appears to be truly valuable goods. Of course, this strategy also applies to a number of virtual objects, after all, many times the virtual does not necessarily like physical objects as easy to calculate the number, such as forum registration invitation Code, software, E-books and so on.

Create a scarce environment

One last way is to create a scarcity environment that is more sophisticated than the first two ways. This approach usually uses a combination of strategies, not simple numbers or limited time. For example, in the use of a limited number of strategies, the next to write a number of orders, the remaining quantity, etc., or in the use of time limited strategy to put the next countdown clock and so on, the overall environment to create a scarcity. Then with some other user's evaluation, to prove to the user that your product is a real good thing, but time is limited. Such a strategy compared to the previous two more easily stimulate the user's inner desire to purchase, the site's turnover rate will be greatly improved.

The focus of creating scarcity

Of course, no strategy is omnipotent for Web site operations. While modelling scarcity is an operational strategy we often see, this strategy requires two prerequisites for success: the integrity of the site itself and the frequency with which it is used.

Integrity is our operating site must adhere to a principle, we have to our website users have integrity. Good faith in the "mold The scarcity" strategy is very important, if your site itself has a good reputation, then your site once the use of scarcity strategy, users will appear more proactive even to bring you more users, the reason is simple because they believe you. Conversely, if your users find themselves deceived then the consequences are extremely serious. Even your entire site will fail completely.

In addition to integrity issues, we should also note that the use of the frequency of the strategy. The key to the success of a scarcity strategy is the word scarcity, and if you use this strategy too often, the strategy itself becomes less "scarce". Users will think, miss this time and next time. Like the domestic electricity dealer's price war, hit to the end user all impatient. It is because they use too frequently, the price war has been very difficult to attract users.

Therefore, we use the scarcity strategy while ensuring that the strategy itself is a scarce resource. No matter what the operational strategy needs to have certain conditions to be able to succeed, we are in the operation of the site is not what is important to use the strategy but know when to use what strategy.

The author of this article Song Congming the original content by Gaoyou Talent Network: http://www.gaoyouzhaopin.com collation A5 First reprint please specify!