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    當前位置: 首頁 > 售后 > 藝源智庫
    小程序商城丨電商廣告主如何巧用小程序營銷?
    時間:2019-02-26 17:23:50
    文章發布:李陽
    原創作者:未知
    來源:互聯網

    如何精準選定目標用戶,提升轉化效果和復購率是電商行業廣告主的普遍痛點。自微信廣告全流量場景支持小程序落地頁投放后,眾多電商行業廣告主通過小程序落地頁實現“一站式”的購物閉環體驗,大大提升轉化效果。


    微信小程序一站式體驗示意


    如何精準選定目標用戶,提升轉化效果和復購率是電商行業廣告主的普遍痛點。自微信廣告全流量場景支持小程序落地頁投放后,眾多電商行業廣告主通過小程序落地頁實現“一站式”的購物閉環體驗,大大提升轉化效果。


    ▼微信小程序一站式體驗示意


    日活1.7億


    小程序提供海量曝光場景


    小程序商城丨曝光、轉化、高復購:電商廣告主如何巧用小程序營銷?-藝源科技


    朋友圈廣告、公眾號廣告、小程序廣告等資源位均支持小程序落地頁類型,多場景多資源位支持,為電商小程序提供更充足的展示空間。廣告主在推廣目標中選擇“推廣我的商品”,即可投放小程序為載體的落地頁。一鍵跳轉,高效轉化。相比H5和APP,小程序擁有更多優勢與延展性:


    1.深耕微信生態


    能夠結合微信支付、運動、卡券等多種能力


    2.加載速度快


    無需下載安裝,隨時可用


    3.無需適配多種機型


    一次開發,多端兼容


    4.流暢體驗


    可達到幾乎與原生APP相同的操作體驗與流暢度


    5.門檻低


    已認證公眾號可以快速注冊并認證小程序


    網絡服裝品牌lativ誠衣今年正式推出其小程序,在朋友圈、微信公眾號文章中部等位置進行電商推廣的組合投放,通過小程序落地頁引導用戶瀏覽下單,廣告精準鎖定24~45歲有購買力的人群,加以優質的廣告素材和流暢的小程序操作體驗成功提升效果,通過一個季度的廣告投放,新用戶增長率高達717%,訂單數由投放前的日均1000單快速上升至近5000單,累計小程序用戶數破百萬。


    智能優化精準觸達


    轉化、下單、ROI顯著提升


    電商廣告主是典型的效果廣告客戶,ROI是衡量廣告效果的核心指標。微信廣告在MP投放平臺可為廣告主提供實時數據反饋,有效縮短商品投放測試周期,節約測試成本,便于廣告主快速響應。


    通過API回傳轉化等行為數據,即可在投放端的數據報表中觀察廣告維度的全鏈條數據,如轉化、下單、ROI等關鍵指標。當轉化數據達到一定門檻時,即可選擇智能優化(oCPM/oCPA)功能,為轉化出價,成本可控的同時幫助廣告主更有效地放量。廣告主更可以通過“人群管理”模塊上傳自定義人群包,還可對人群包進行拓展(Lookalike),讓系統快速找到精準用戶,促進轉化。


    服飾鞋包品牌Camel駱駝在2017年末開始發力電商小程序,并通過在朋友圈、公眾號、小程序廣告位投放小程序落地頁廣告。由于駱駝產品線十分寬廣,涉足男女鞋、戶外運動服裝、皮具箱包等品類,因此在廣告投放環節,使用智能優化功能,幫助不同品類、不同客單價的熱賣商品在海量的微信用戶中找到精準的用戶,精美的素材和品牌影響力使駱駝的廣告平均點擊率為3.5%+,投入產出比高達1:3.5。


    多功能持續運營


    超高粘性復購率高


    電商推廣小程序落地頁廣告幫助廣告主精準圈定并吸引目標用戶到訪的同時,小程序廣告主可以在小程序商城首頁、具體商品頁及活動詳情頁設置優惠券浮層,強力引導用戶領取優惠券。在小程序內還可設置靜態的優惠券,如“滿減”、“折扣”等優惠券,顯示在商品詳情頁、或專門設置優惠券專區,吸引用戶領券瀏覽下單。


    而培養用戶持續訪問的習慣,也是電商客戶衡量廣告效果的重要目標。電商廣告主可以利用小程序的下單成功通知、物流進展通知等“服務消息”功能,推送小程序模版消息給瀏覽及購買用戶,引導用戶二次訪問。擅用服務消息,引導用戶點擊服務消息直接再次訪問小程序,不斷增強用戶與小程序間的粘性。


    本土服飾鞋包品牌馬克華菲主打時尚潮流的年輕群體。在廣告投放設置上,該品牌選用經典“引流款”產品作為主打產品,結合穿搭元素素材、潮人等流行元素提升廣告點擊率,同時在小程序落地頁擅用“優惠券”、“購物車”等功能,吸引用戶充分瀏覽小程序商城的商品,結合“服務消息”推送模版消息給潛在用戶和購買用戶,引導多次訪問。通過2個月的廣告投放,馬克華菲成功為其小程序帶來425%的新用戶增長,以及30%的老客復購率,而復購的平均客單價更是初次購買的2倍之多。

    小程序開發
    標簽: 微信小程序
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