Rebate Web sites are creating alternative ways to refine the business users

Rebate of the Web site through the background data analysis, is to innovate the refinement of the operation of the user's alternative ways.

Many people will agree that e-commerce has entered a new era of view, several obvious changes are proving that this change is happening: for example, the era of exploding Internet users is over, the 2009-2011-year growth rate is 242%, and this year is 51%; users can choose more and more electronic business sites, The competition between electric dealers is becoming more and more fierce, and the media price is increasing, so the efficiency of the advertising is different, and the user overlap among the electric dealers is increasing.

For such a pattern, how to refine the operation of users, including new customer acquisition and active retention of old guest? Different from all "sell" electric dealers, in recent years, "traffic" and the rise of the rebate site, through its background data analysis, to get another point of reference value. To obtain 1.2 million new users per month, driven 200,000 orders rebate network For example, COO Zhu Yu in the "Camp old" and "breathing" two levels are thinking.

First of all, the acquisition of new customers, we should mainly consider how to select the media.

Media to bring new customers, but the media value is virtual high, the impact is very small. and the electricity business and internet based on the advantage of offline is the actual data, can see the channel conversion rate and sales amount, many electric dealers with ROI Assessment Market department. But in fact only check the turnover, rarely check the quality of the user differences.

Each channel measures value, the point of measurement should fall on the user value, rather than pure water-which involves a "user value ratio" concept, that is, user value and investment between whether there is a normal relationship. Look at the gross margin that you bring to the user in a fixed cycle, not a short period. For example, two or three years after the mother and child products are not your customers, 100 people bought things that day, how many people buy the 2nd month, this is the ROI is not reflected.

"When we do the media, the value of the media should be the amount of gross profit that really brings to the user and how much of the turnover is generated." "ROI is more short-sighted, but should consider how long-term user value responds," Zhu Yu said.

The second is the activation of the old user, to use the user's loyalty to the partition.

Hardcore users are almost without activating, they are high-value users, how to keep these old users as a business should be worried about things; generally loyal users, may be in your Web site consumption but also on the competitor's website consumption; Disloyal users, may purchase once after the loss, How to get them to come back for a second shopping trip.

How to measure the value of users, the most valuable users and less active users in the middle of a large difference, to keep an active user, than to hold a number of inactive users much greater value. In this process, to face two times the cost of marketing, the cost of the old user activation. Coca-Cola has become a household name, it spends a few billion per year on the market, partly to attract new customers, more to promote the consumption of old users, hoping to drink more than a bottle of cola.

In fact, sometimes the price war is very fierce, but after the discount on the value of the product, such as a cosmetics hit 50 percent, again want to hit 70 percent, customers do not want to buy, or a lot of independent businesses feel that the new users to get, they are my users. But this user in the different merchant buys the quantity to increase, the choice also increases, whether you actually own this user is actually a very big question mark.

This process should be good at using a Third-party shopping site. In fact, many third party media, navigation sites have a lot of data information, and the Internet users behind the user habits. They can directly affect the user, CPS (cost per Sales) is the accounting method, CPS difference is relatively large, can affect the user density is not the same. Selecting a good channel is valuable for increasing user activity.