The advantages and disadvantages of using CPA model to obtain the membership of e-commerce website

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The number of members and the quality of the membership, for E-commerce sites, is a lifeline. How to attract a large number of high-quality members is a major problem for each new E-commerce site.

CPA mode is an important means of e-commerce website promotion

From the history of the Internet, the use of paid to encourage members to develop new members has been an E-commerce site to promote one of the means. Foreign ebay has made a 5-dollar referral bonus to encourage members to help promote, Taobao has used this strategy. Whether it was the rise of ebay or the expansion of the domestic Taobao, the CPA model has played an important role (CPA is "the pricing model based on the actions of each visitor to the online advertisement", such as paying commissions according to the number of users registered).

And this model for ordinary members, but also a chance to make money, can achieve a "win." Therefore, Granville Guest online has never been missing the task of registering for money, advertising alliances in advertising, promotional items are emerging.

Summed up, the advantage of this method is to promote easy, can greatly mobilize the enthusiasm of members, to achieve a snowball development.

There are huge flaws in the CPA's model of promoting membership

But this model of promotion is inherently flawed: Effective membership verification conditions are too harsh to promote difficulties, conditions too loose easy to trigger cheating.

We have a new E-commerce site in China for a long time mall CPA promotion as an example. Hui Long Mall in has been carried out a few months of CPA promotion, in accordance with each valid registration award of 5 Yuan standard to encourage members to promote new members (the current bonus has risen to 10 yuan), but the promotion process encountered a lot of pressure, on this part of the content can be referred to Admin5 on the " Look at the risk of network promotion from the event of a long-lasting payment.

E-commerce is the most important part of Internet marketing in the future, to obtain members by CPA mode, the mode of operation will be gradually standardized. In the course of this specification, the exposed problem deserves the consideration of every one who is concerned.

Since it is a paid referral, we must face the problem of cheating. We still take a long time Mall of the payment crisis, for example, the problem in the promotion of the Mall in the early days of the popularization of false registration did not do enough to prevent the work. As long as the use of CPA model promotion, we must face the problem of cheating. For example, the use of mobile phone number binding to prevent cheating, you need to consider an important group: the hands of a large number of mobile phone card people. For example, mobile phone card vendors, or second-hand mobile phone recyclers and other people can obtain a large number of legitimate mobile phone number. There are professional cheaters, this group has a large number of cheating methods, to prevent.

About professional cheaters, for example abroad good, everyone has contacted the bell type ads, generally accept the message confirmation code to obtain authorization to prevent cheating. But in the 09, foreign professional cheaters found a way to intercept the message by intercepting the tool, and cheated wildly. The loophole was first discovered in North America, then spread to Europe, and then completely sealed off. You can see how much damage a vulnerability could cause.

This kind of cheating problem cannot be completely blocked off technically, the loophole can not be completely eliminated (a new loophole will always be found). After discovering the loophole, some people use it to produce the loss, and if no one uses it, it will not make a loss. The reason is simple, but many people do not understand.

Pay promotion to avoid alienation into net profit

The root cause of the spread of cheating is that the promoter treats the referral project as an ATM machine. This is the real risk of CPA promotion. The key of CPA promotion is to control the judgment standard of effective members, to stamp out speculators with valid membership, in other words, the core of CPA mode should be promotion, not making money. Due to a large number of new E-commerce sites do not have enough knowledge of this, blindly introduce projects, to their own increase in the cost of promotion, resulting in losses, and even some sites for short-term benefits desperate. The process of the adjustment of the policy of Hui Long shopping mall is a process of "lesson wit", which is worth observing for reference. In fact, from the standpoint of ordinary members, it is also an important measure to protect their own interests to maintain a reasonable and effective member judgment standard. In the final analysis, the use of CPA model to promote members, to avoid the promotion of the project into a net profit project.

For most e-commerce websites, lowering the starting and paying standards for promotion bonuses and improving the eligibility criteria for effective membership is a relatively easy way to go. However, this standard how to balance the interests of the site and its members is indeed a difficult point, the need to strengthen communication between the two sides, timely adjustment of policies, balance the interests of both sides to avoid the breeding of antagonistic emotions.

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