Some demand stimuli are inherent in user pain points, while others are created through a series of powerful marketing campaign scenarios. As long as the user's mind has the mentality of product positioning, it will definitely be stimulated again in certain scenarios.
The Himalaya 123 Knowledge Festival, built over the past few years, has become a benchmark in the paid knowledge industry. The Double 11 event, which the whole people participated in, is a typical industry case of promoting repurchase through marketing event scenarios.
Even a straight man who doesn't shop much every year knows how to buy, buy, buy on Double Eleven!
These three key elements are the keys to improving user repurchase, and they are relatively theoretical and abstract. In particular, products can satisfy users' pain points, and can prompt users to think of products in different scenarios. Here, it is not only necessary to use operational strategies to stimulate users, but also to continuously dig deep into users' pain points and find the product's benefits in the process. Positioning cannot be a painless product.
Next, I will talk to you about the repurchase model, and start from the growth model to find the key factors that affect repurchase.
2. Growth model of repurchase
Repurchase is closely related to the conversion funnel model, because repurchase behavior occurs only after the first conversion. If the first conversion is not completed, then there is no way to talk about repurchase.
Therefore, the user behavior path of the entire repurchase is: exposure-click-conversion-continuous exposure-continuous click-repurchase .
So we can get the growth model of repurchase: exposure x click rate x conversion rate x continuous exposure rate x continuous click rate x continuous conversion rate . In e-commerce, there is also such a formula: sales = traffic × conversion rate × customer unit price × (1+Repurchase rate)
Throughout the model, consistent exposure, clicks, and conversions are key to generating repurchases. The key to generating exposure is to be able to have internal and external triggers that stimulate users to take the next step.
In the user action formula, B=MAT, B represents behavior, M represents motivation, A represents ability, and T represents trigger.
Therefore, in order for users to act, ability and motivation are also essential. The ability includes not only the ability of money, but also the ability of time, physical and mental power. Simply put, it is to enable users to have a continuous willingness to pay and to make normal payments.
Taking reading products as an example, in order for users to continue to repurchase, they need to do the following:
Provide content that consistently meets user needs
Simplified payment process
Provide the amount that the user is willing to pay
3. Improve the operating strategies commonly used in repurchase
I have shared with you the nature of repurchase and the growth model of repurchase, and finally, I will share with you some commonly used operational strategies to improve repurchase.
Of course, the core guiding ideology of repurchase is: let users who did not want to buy generate purchasing behavior, and let users who originally had the country email list intention to buy buy and consume as much as possible.
Therefore, the core guiding principle of the repurchase strategy must be that users carry out refined operations at different levels, and adopt different repurchase strategies for different users. Here, user stratification can be performed according to the RFM model.
By defining the boundaries of these three indicators, users can be stratified, and different operating methods can be adopted for users with different values.