The most used product list in e-commerce is to filter out the top-ranked products through different data, such as sales, prices, trends, etc., to reduce the cost of placing orders for users. As long as there are lists for e-commerce, how to use the automation of the lists to improve the efficiency of the business needs to be considered from the use of the logic of the lists and the business application scenarios.
The value of the list
A list of lists, as the name suggests, is a list of different lists. The value of the list lies in guiding users to place orders quickly through dazzling product data.
The first value is to create demand: when users do not have a favorite product, they can find more interesting products through the list and see what others are buying. Humans like to gossip, and the products that others buy can naturally arouse interest, and over time may also buy more.
The second is to promote conversion: users already have their favorite products, but there are many brands and categories. At this point, you can look through the list to see the best-selling products. If everyone else buys it, I won't be too bad if I buy it. The side makes a decision for the user.
2. Distribution of the list scene
In application scenarios, the list can be seen almost everywhere and integrated into every business scenario.
The first is the guess you like module on the e-commerce homepage, and match the appropriate list according to the user's behavior and tags.
Each user has a different tag, and the user is also the tag aggregator. Because the homepage guesses that you like the set of tags that have the most users and the clearest, it is the easiest to match the appropriate and refined tag list, and it is also the application scenario with the highest conversion rate. Judging from the development of e-commerce in the past three years, recommendation has a strong role in the improvement of user conversion.
The second is the marketing module promoted by the platform, such as Juhuasuan, JD.com spike, and also has its own list.
It is emphasized that after participating in the marketing activities, the products with high prices and good performance are limited for a limited time. The products of their own marketing products have price advantages, and the combination of coupons, full discounts and other promotional activities, users have formed a certain understanding. Coupled with the guidance of the list, it is conducive to improving the conversion of products.
The third is channels that focus on user activity and retention. For example, Taobao has good products and daily good stores, focusing on content marketing and grass-growing recommendations. Content cultivation and conversion is a mid-to-long-term process that requires constant guidance and access to users.
Therefore, it can be integrated into the list module, such as the word-of-mouth list, to improve the conversion of modules such as graphics and videos. Users guided by the planting list module are more loyal and easier to share.
3. User touchpoints and grippers
Before users decide to buy a certain product, they will compare prices on different platforms, look at evaluation data, sales data and after-sales service experience. The essence is that users still do not trust the platform. Worrying about the inconsistency of the goods after purchase, please work hard.
The essence of the list is to use the user data of the product as a screening factor to attract consumers. From the user level, the list is a powerful tool to retain users. Therefore, the more detailed the label of the list, the more beneficial it is to capture users.
At the platform level, the list shows the best commodity data on the supply chain side, indicating the platform's commodity strength and supply chain advantages, and it is a favorable way to gain users. For example, Pinduoduo has a very strong supply chain. After repeated purchases, users can think of going to the Pinduoduo platform every time they shop, which is also a good way to build users’ minds.
4. List pool settings
Each business line has its own pool, which can be considered according to the following dimensions:
The first is the category of commodities. The list pool is for the full amount of commodities of a certain large category, such as communication computers; or a refined leaf category, such as books and biographies. But be careful, the category is too narrow, there may be fewer products, and it cannot be on the list.
The second is the price segment. Different users have different purchasing power; if the product pool is large enough, users can be accurately targeted by distinguishing different lists based on the price segment. User A and User B both like mobile phones, so it may recommend 9999 for A and 500 for B.
The third is the type of merchants, which are self-operated platforms for JD.com, Suning.com, etc. For example, when a user buys on JD.com, they may be more inclined to the products operated by the platform and have a higher degree of trust; they can list the self-operated products in a targeted manner.
Special dimensions should also be considered, such as short-sleeves and sandals for specific seasonal products, and special spring and summer filtering can make the list more in line with consumption scenarios. And gender attributes, such as female products such as aunt towels, can be turned to the recommended list according to user attributes, and filtered in advance.
5. List type
The list types can be divided into 3 categories according to the factors that affect consumer purchases: sales, price and interest.
It is the most widely used list type for e-commerce. It can be subdivided into sales list, which is based on the sales volume of products within a certain period of time; the repurchase list is based on the number of repurchases and the frequency of repeated country email list purchases. Mainly for FMCG and other periodic purchases of products for mothers and babies.
It is a necessary factor that affects consumer transactions. The price reduction list is based on the level of price reduction of products within a certain period of time. On the premise that users have purchase intentions, the price reduction list can significantly improve the conversion of products, especially low-order products and prices. sensitive users.
The logic of the discount list is similar. According to the discount, click and purchase index of the product, the discount strength/price ratio index of the product is calculated, and the user is guided to place an order. However, compared with the price reduction list, the driving force is not obvious.