According to data research, the increase in the number of reviews within a certain range can lead to an increase in the conversion rate of the product details page (PS: Someone once asked the company email list article whether the number of negative reviews and the conversion rate of the product are related to each other, this requires each small partner I explored it myself), so in this context, the pursuit of improving the quantity and quality of evaluation is one of the more common daily work tasks.
1) Evaluation population stratification
After all, evaluation is a relatively in-depth e-commerce behavior. Most users do not actively post evaluation behaviors. Therefore, different user behaviors should be combined to make different strategies. According to evaluation behaviors, a simple user pyramid will be divided into groups. :
Rough calculation rules: within 90 days of the specified period, if the number of user orders is less than 10, it will be divided according to the company email list absolute value of the evaluation. If the number of orders is less than 3, it will be judged as a novice evaluation, and if the number of orders is higher than 3, it will be judged as an evaluation trainee; when the number of orders is high , then the evaluation rate according to the membership dimension = the number of active evaluations within 90 days / the total number of orders.
2) Strategy and play style
When the user stratification is confirmed, then it is to let the right people do the right things in the right scenarios, reduce the user action cost, form conversions, and complete the evaluation task.
The strategy is divided into two methods: offline and online. Online, as the name suggests, allows users to quickly complete the evaluation when users actively come to the e-commerce app. For example, for novice evaluation users, the one-click evaluation strategy is adopted to quickly and automatically fill in the content, complete the evaluation release, and put this ability in various scenarios, such as the order center, personal center, evaluation center, etc., and quickly complete in multiple scenarios. 5 Star praise.
There was also reflection company email list in the later stage. Placing a one-click evaluation in the evaluation center may not meet the needs of users who have clicked to the evaluation center. Users who click into the evaluation have a stronger desire to publish text and pictures.
(e) Quick Evaluation
In the same way, for the people who evaluate the trainee, there is already a certain evaluation behavior, so it is necessary to use external force, that is, instant reward, to strengthen the trigger of the evaluation behavior, and generate the evaluation behavior. Refer to the publication pages of Tesco and JD.com.
(f) Stepwise evaluation
Then if the user does not take the initiative to come to the app, then the offline method must be adopted: it can meet the needs of reaching users through multiple channels, including the push of the app, the notification of order receipt of the WeChat public account, the store's paid SMS invitation, the store's one-click invitation for evaluation, and customer service. The invitation card in the chat window, etc., then the daily iteration is how to shorten the link link of users offline and improve the conversion efficiency.
The last essential issue is time. Often users want to post comments, but there will be scenes where the goods are not around, so users often give up this opportunity to evaluate, and the platform lacks an essential evaluation. Then, make good use of the final 1H after confirming the receipt of the goods, and complete the arousing of the user during this time period, then you can ensure that the user can do whatever he wants when he wants to comment.