There's definitely more than two or three. Electronic mall to attract customer means analysis

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

1th page Preface and the Tragedy of the horse students

Foreword: As the saying goes, the customer of the shop running water of iron, since have the concept of the shop to start, businessman is busy for two things: attract new guest and keep old guest, let bargain discount draw at all extremes. By 21st century, due to the popularity of the network, online shopping malls and group buying sites have sprung up to the outside. Each website is you discount to me to send the ticket to play the joy, each family for repeat customer and use various means. In the pursuit of repeat customers and attract new guests, the mall use of small skills are endless.

We are not stupid, but it is possible to be a pit dad. For thousands of years, excellent salespeople are pondering how to exploit human's thinking weaknesses and use them to pit dad. The behavior that is now Playing Pit Daddy offers a precise set of ancient ideas to define this kind of thinking weakness--it is they that finally fall into a well-designed pit dad's big recruit, the completed, let you transfer payment, one has no run.

Based on the psychology standpoint, behavioral economics will tell us why we prefer to pay the price of 0.99 instead of 1.00 (this name: the left side effect, interested students can open Baidu Google answer)? Why do we have a gym card but never use it (this should be called "optimistic bias")? Why should the returned goods eventually be left behind by us (the idea is probably called hindsight)?

Let's take a look at the story of a pit-mate:

The comic book, "The Sad and the tough, the horse classmate"

Whether it's Jingdong or Amazon, even a variety of group buying websites, people network, all kinds of pit Dad's electronic profiteers are playing a similar trick let us habitual point open their web page, to their pit dad game to smash money, buy their goods-this is why they let us remember one of the reasons. Now the small make up to Amazon and handle nets as an example, take you to see, revealing how they put you into the pit.

2nd Page Excellence Amazon Tips analysis

Excellent Amazon (and when and when, as well as the Beijing-East various consumer Network mall) of the small means of attracting consumers

Behavior Pit Dad There are clouds in economics: If you remove small inconvenience, then you will completely change people's choice, so you have to pit people. For example: lbs psychologists say they simply turned the default option for organ tables from "No donation" to "donation", raising the number of people willing to donate their organs from around 40% to more than 80%. (This is really pit dad's proof ah, many people do not look at the registration of this, small part of the estimated time to really go to collect organs, most people will put a "I go this is not pit dad" expression). We can see from the presupposition that it is also possible to pit dad: people obviously tend to make the most provincial choices.

Most consumers feel trapped after seeing the bill, so let's go through an Amazon shopping to see how many of these inconvenient places to take away from you:

Amazon Items page

The first thing we see is the shopping page: There are two things that are clearly told at your visual focal point: first, how much money you save, and second, your goods to the arrival of your location, this first to you (even if you are the first time to Amazon) a feeling: We Amazon's own logistics is very reliable, able to accurately and timely delivery; Then look down, all the preferential information is below, do not have to go over the other pages do not have to deliberately remember the discount code, the hand shakes can place the order, but also can be cheaper; the bottom of the small series is not cut all is a matching package, in this Amazon tells you, generally like you buy this book brothers will buy what book, of course, as to the subtext is not " Hey, you see, everyone else bought this book, and then bought this, do not buy you silly force ~! ", small series on the expression did not know.

Outstanding Amazon Checkout Face

Then click to add a shopping cart after the start of the settlement we can see 2 free delivery fee options, yes, in China too many people hold to buy two books (because excellence is the first to sell books) and add a few dollars of postage rate is too high to give up online shopping books. and excellence after being amnesty by Amazon simply change in American style: the way to get all the money out of the mail (which is an excellent estimate for the sales boost), or how much of the monthly postage (which is irrelevant to the wavering of Chinese consumers and the absence of integrity), is simply email free.

Outstanding Amazon Payment Page

Then to the payment method page, the Chinese people do not bother to make net silver is absolutely more than the net silver, and there are widely circulated on the network of a variety of Trojan tales of legendary virus stories and so on, so many of the computer or network, such as the less understanding of consumers (this coverage of the whole age) on the net silver this thing is simply regarded as a scourge. And with the sex card, ah wrong wrong is the popularity of credit cards, now the Amazon also joined the credit card entrance, as long as the card number, verification code, signature, you can directly use, can be directly after the point. Of course, the domestic use of credit cards is a minority, but from this detail can be seen, the user viscosity is gradually increasing.

Outstanding Amazon Final Confirmation page

Then click Next to go to the finalized page. The most intuitive way to see your eyes is your address and contact, as well as the method of payment. Then to the right is the place to enter the discount card, is the first you see those if you buy xxxx can save xxx yuan that discount code. Then the right indicates the money you need to pay. Below use is a variety of payment methods and delivery methods, send the company's course can not send the time, sent to the home of course is the weekend receiving goods, working days to send home is evening and other times, the home is squatting, of course, all the time is appropriate.

Recommended page after checkout

Finally, when you have finished shopping, there will be a variety of recommended products: for example, depending on what you have browsed to recommend, or you buy things recommended, and so on, and so on, anyway, you pay attention to, Amazon won, of course, you lose (small series that year long by this kind of advertisement lured, perennial into sets).

The 3rd page buys the website the Small skill analysis and the summary

Handle nets (and the United States group full of glutinous rice, such as various group purchase sites) to retain consumer small means

Speaking of Amazon, I said that a variety of group purchase sites, don't look at the group purchase site looks simple structure, the application of behavior pit Dad is no less than the Amazon Mall. Like the handle net (OK I will use the handle net to replace all group buying website) such group purchase website biggest breakthrough is not because it can provide looks very beautiful discount (in fact, pit dad does not pit dad said another), instead, it rescues its target users from the great shame of using coupons. Ask the handle net users how to see those who use coupons to KFC and M remember people, small make guess they probably quite despise.

In fact, people who feel that they have lost their coupons (which is what we call the mentality of superior attire) do exist and are large in number. Recently, the U.S. consumer Survey magazine said that some of the prime forces consumers even think coupons users have a poor aura, can make people around him and other people as poor, not to mention the user himself. In contrast, the use of the handle network seems to be engraved on the beginning of the "poor than holding Regiment" a few characters, you can also see from its name.

A very common group buying site Shopping page

The picture above is a very simple page of the handle net, let us see what some mystery is inside: first of all we can see is that eye-catching cheap big discount, super seductive, and then is the countdown, see, time in a minute of the past, and then hesitate not to buy no Oh ~ Pro; and then down to see the number of buyers, The number of buyers here probably means two: first, you see, so many people have bought, do not buy you silly force, and second, we are poor than, they are not poor compared to the bottom there are also to share the major micro-blog and QQ space, such as shortcut keys, more strengthen the effect of the previous one

The ultimate reason, or because the group concept can strongly change individual behavior. The University of California, Los Angeles, conducted such a study: How to make hotel customers willing to reuse towels. In this experiment, there are 2 different kinds of cue cards in the room. A simple hint of reusing a towel in an enabling environment, 35% of customers followed the prompts, and another added a public-psychological hint: "75% of customers are willing to participate ... Many times using their towels ", this hint led to 44% of the customer followed the prompts.

Another magic weapon is the time limit. Users have only the time left to count down to decide whether to buy coupons to lock in discounts. Under normal circumstances, we do not buy a thing, does not mean that can no longer buy, as long as the idea of change, back at any time to buy a good. But in the group buying site, when we say "no" is no longer a simple choice of "Do not buy", but also chose the "no longer can not buy." In this case, most users will quickly think that they may regret that they are not buying. Because of disgust, people choose to buy it immediately.

Summary: No matter what means to use, anyway, the benefits are consumers, in this is beyond doubt. Small knitting in this regard in order to pursue the effect of the above written a little exaggerated. The gestures of attracting more customers and retaining old customers are, to some extent, a way to improve the user experience, which should be encouraged, like what happened last week between Jingdong and Beijing. Don't you remember? Click here to make up a lesson), this malicious competition is to be banned. (Source: Tenkine)