618 Promotion Practice: Individual push intelligent operation, help e-commerce APP fine operation, improve GMV!

The annual 618 promotion has kicked off. In the fierce competition between traffic and commodities, refined operation has become the key to sprinting GMV. How to win 618 through refined operation of the whole link? Try a new and upgraded service [Intelligent Operation]!

Next, we will focus on the three aspects of user insight, user contact, and data analysis, and dismantle in detail the implementation practice of Getui intelligent operation in the e-commerce industry, to help e-commerce APPs improve user stickiness, product sales, and service efficiency. GMV to the next level!

360° insight into users to build a complete consumer portrait

It is a compulsory course for every e-commerce APP to have a comprehensive understanding and stratification of consumers. With the help of Getui's intelligent operation, the APP can not only build a user tag system, but also identify high-potential buyers based on in-depth user insights.

Fusion of APP data and personal tweet labels, more comprehensive insights

The APP can use the intelligent operation of Getui to gain insight into the real needs of users, so that the promotion and marketing can be multiplied with half the effort.

One is to build its own label system. Faced with scattered user touchpoints, developers and operators can integrate multi-end data such as APP, Web, and H5 through Getui intelligent operations, unify user IDs, and conduct omni-channel consumer analysis. At the same time, based on the tag management platform and industry template tag library of GeTui intelligent operation, data tagging can also be realized, such as calling potential user templates, e-commerce industry preference tag templates, etc., to assist user portrait insight and purchase crowd selection.

The second is to improve the user portrait system. Getui intelligent operation supports the integration and effective complementation of APP's own tags and Getui's massive data tags. In addition to insight into basic attributes such as consumers' age, occupation, consumption level, etc., the APP can comprehensively understand consumers' interests and offline scene preferences through the segmented labels in the personal push label library, and provide a full range of users for refined operations. Image support.

For example, a fresh food e-commerce APP is based on its own labels, and is supplemented by subdivided labels such as live broadcast, group purchase, overseas shopping, wealth management, sports health, car brand, offline shopping mall visits, etc. Complete VIP member portraits: mainly female white-collar workers aged 25-34. They have high consumption levels. They are home buyers and "smart shoppers". They not only pay attention to quality of life and health management, but also pay attention to shopping. Value for money. Therefore, during the 618 period, the operators launched a limited-time group purchase of imported fine fruits for VIP members, which effectively increased the repurchase rate of members.

Quickly divide user groups and identify high-potential groups

During the promotion period, in order to make efficient use of operational resources, refined user stratification is essential. With the help of Getui intelligent operation, the APP can divide groups according to user behavior preferences, attributes, etc., and quickly complete the selection of target user groups:

• According to user value stratification: Find high-value user groups with strong purchasing power through the number of successful historical transactions, the total amount of successful transactions, the unit price, and the time of the last payment.
• According to the user growth stage stratification: According to the user's login status, purchase frequency, purchase amount, etc., distinguish novice users, growing users, loyal users, silent users and lost users.
• Stratification according to consumer behavior preferences: Users can be stratified through user search/click/paid preference labels. For example, according to the purchase category, the fitness purchasers can be stratified into "running preference", "swimming preference" and other groups.

With user stratification, operators can formulate differentiated marketing strategies based on different user groups to achieve refined user marketing.

Realize refined reach and connect consumers efficiently

Helping users quickly find their favorite products through refined operations is the most important part of e-commerce APPs, and it is also the key to improving GMV. With the help of Getui intelligent operation, the APP realizes the efficient connection between users and products.

Improve the efficiency of matching people and goods

With the help of Getui's intelligent operation, the APP can optimize its product recommendation mechanism based on comprehensive consumer portrait insights, allowing users to quickly find interesting products and improve the transaction conversion rate.

Operators can improve the matching efficiency between users and products in various ways, such as recommending products based on user consumption habits, search preferences, interest preferences, etc. Product recommendation; or recommend products based on the user's growth stage.

Take a beauty shopping APP as an example: in daily operations, operators mark the "Chinese brand preference" label for people who often buy domestic brands. People with an order amount greater than 1,000 yuan are labeled as "high consumption level", and mid-to-high-end brand skin care suits are recommended for such people; sunscreen products are recommended for "sports and fitness" people in summer; new products are recommended for new users in the early stage of the 618 event. Trial pack etc.

Refinement to reach users and promote transaction conversion

In addition to helping the APP to refine product recommendations, Getui’s intelligent operation also seamlessly connected Getui’s message push, helping the APP reach consumers with one click and improve transaction conversion.

The APP can select different target audiences through the intelligent operation of personal push, and carry out refined message push according to the preferences of the target user group on push time, push copy theme, coupon amount, product promotion activities, etc. At the same time, operators can also grasp the message delivery rate, open rate, click rate, conversion rate and other indicators in real time through the after-effect analysis function of personal push message push, and scientifically adjust the reach strategy, while reducing the interruption of useless promotional information to users. , to achieve a multiplier marketing effect.

Full-link data analysis to improve operational service efficiency

The success of every event is inseparable from the support of perfect data. Getui intelligent operation provides multi-dimensional and visual data analysis capabilities to help e-commerce APPs efficiently evaluate operational effects, effectively guide the iteration of operational strategies, and improve operational service efficiency.

Visual data kanban, APP operation knows

Getui intelligent operation provides dynamic data dashboards and custom data dashboards. The APP can flexibly analyze operational data and visualize the results through events, funnels, SQL, etc. Operators can intuitively view the overall user trends of the APP, such as active, new, retained and other indicators, or view purchase-related data, such as coupon usage rate, additional purchase conversion rate, return rate, etc., to grasp the market status of the market.

Restore user paths and scientifically allocate resource bits

Getui intelligent operation supports statistical analysis of buried points, helping APP restore user behavior links, and gain insight into various resource locations, including the traffic value of search box, carousel map, category navigation bar, etc. Operators can scientifically allocate resources based on measurable indicators such as exposure, click-through rate, and conversion rate. For example, the most attractive and best-converted products are placed on the resource positions with the most exposure and conversion. , in order to increase the traffic value.

Multi-dimensional cross analysis, scientific optimization of operation strategy

The user journey of e-commerce APP is usually as follows: user login--browse product page--add to shopping cart/click to buy--order payment--confirm receipt/apply for refund, each link directly affects the final GMV. With the help of more than ten analysis models such as event analysis, funnel analysis, path analysis, and retention analysis of Getui's intelligent operation, the APP can analyze and view the loss conversion rate of each link, quickly evaluate and discover the links to be improved, and make timely strategic adjustments. Improve user experience and operational effects.

For example, the operator of a food mall APP found through funnel analysis that the conversion rate of the first order of new users was low, and the loss ratio after completing the first order was too high. The operator made the following strategic adjustments, and quickly achieved an increase in the conversion rate :

Strengthen the conversion of the first order: Launch the 10 yuan exclusive coupon for newcomers and the special snack gift package for new users to lower the threshold for users to try and stimulate users to place orders.

Strengthen secondary marketing: After the user completes the first order, within 24 hours, the user will be reached again through the message push, and the combination product coupons and full discount coupons will be distributed to the user. Enter the APP.

The full-link refined operation services provided by Getui Intelligent Operation help e-commerce APPs open up a new way of GMV growth. One platform can achieve deeper user insights, more efficient user access, and easier data analysis! In addition to the e-commerce industry, Getui's intelligent operation is also effectively applied to various industries such as information, travel, and games, helping developers and operators to leverage broader growth space.