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微信小程序用什么方法留住客户?

时间:2018.09.17 来源:http://www.weidaoshang.cn

商河网络公司虽然小程序能靠着“用完即走”吸引客户,但怎么让用户“走后再来”才是小程序成功的秘诀。而提高客户的留存率并不是无迹可寻,小编对比了上百个小程序,再结合小程序用户常用的一些方式,找到了一些让用户“走后再来”的方法分享给商家朋友。
Although a widget can attract customers by running out of them, the secret to its success is how to get them to come back after they have left. And improving the customer retention rate is not traceless, Xiaobian compared hundreds of small programs, combined with some common ways for small program users, found some ways to let users "go back" to share with business friends.
1.利用模板消息刷存在感,但要避免滥用
1. use template messages to brush the sense of presence, but avoid abuse.
小程序最常见的提高用户留存的方式,就是通过模板消息刷存在感。小程序开发规范中提到,当用户在小程序内完成过支付或者提交过表单,可允许开发者向用户在7天内推送有限条数的模板消息。拼多多就试图通过高频推送模板消息来唤醒沉睡用户,一旦用户打开过拼多多的小程序,哪怕没有任何购买记录,拼多多也会用向用户频繁推送活动信息。
The most common way to improve user retention for small programs is through the template message brush. As mentioned in the widget development specification, when a user has paid or submitted a form within the widget, it allows the developer to push a limited number of template messages to the user within seven days. Pingduo tries to wake up the sleeping user by pushing the template message through high frequency. Once the user opens the pingduo small program, even if there is no purchase record, Pingduo will often push the activity information to the user.
2.利用UGC与社交关系链提高用户黏性
2. use UGC and social relationship chain to improve user stickiness.
微博、贴吧、豆瓣、天涯……都是依靠UGC产生内容吸引用户,然后凭借关系链或者兴趣爱好去增加用户的黏性,提高留存率。UGC的魅力在于它让冷冰冰的平台有了个性,进来的用户被它的个性吸引,不自觉地加入到输出内容的阵营。这种现象就像滚雪球一样,用户UGC越多,留存率越高,吸引的新用户越多。很多垂直行业的平台小程序就可以通过打造一个UGC平台来提高留存率。
Micro-blog, post bar, bean paste, Tianya... Both rely on UGC to generate content to attract users, and then rely on relationship chains or hobbies to increase the user's viscosity and improve retention. The charm of UGC is that it gives the cold platform a personality, and the incoming users are attracted by its personality, and unconsciously join the camp of output content. This phenomenon is like snowball. The more users UGC, the higher the retention rate, the more new users will be attracted. Many vertical industry platform applets can build a UGC platform to improve the retention rate.
3.丰富产品展示形式
3., enrich the form of product display.

与单一电商小程序相比,官网+电商的小程序形式可以更好地实现商家形象的树立和商品的展示。通过在官网小程序中用图文、视频、软文等多种形式介绍产品,为用户提供尽量详细的商品信息。信息越详细,用户越有可能对商家产生信任,有效提高了用户的购买信心,从而产生购买冲动。在官网小程序中嵌入商城的目的就是将用户的购买冲动快速转化为购买行为,以多种排序和搜索方式,方便用户找到自己想要的商品,帮助商家实现营收。

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Compared with the single e-commerce widget, the official website + e-commerce widget can better realize the establishment of business image and display of goods. By introducing the products in various forms such as pictures, videos, soft text and so on in the official website small program, we can provide users with as detailed commodity information as possible. The more detailed the information, the more likely the user to trust the merchant, effectively improve the user's confidence in the purchase, thus generating impulse to buy. The purpose of embedding the mall in the small program of the official website is to transform the user's purchase impulse into purchase behavior quickly, so as to facilitate users to find the goods they want by various sorting and searching methods, and to help businesses achieve revenue.
4.多手段引爆用户二次消费
4. multiple means detonate two consumer spending
熟知消费心理学的商家都知道,消费者喜欢“买到就是赚到”的感觉,不然双十一双十二也不会吸引到那么多人熬夜抢购。而通过小程序的会员折扣、优惠券、抢购、拼团、砍价等方式吸引更多的客户前来消费,也能更好的实现客户沉淀,真正留住客户。
Businessmen familiar with consumer psychology know that consumers like the "buy is make" feeling, otherwise pairs of twelve will not attract so many people stay up late snapping up. And through the small program of membership discounts, coupons, snap-up, group, bargaining and other ways to attract more customers to consume, but also better to achieve customer precipitation, truly retain customers.
5.完成品牌认知
5. complete brand awareness
小程序能走到最后的核心竞争力就是靠完成品牌认知。想要高效工作,过滤掉外界杂音,就打开番茄闹钟;想要快速制作魔性表情包,就用gif字幕菌;想要睡得好,就用小睡眠。这些小程序就是通过他们提供的特色服务,让用户对他们的印象变成标签,下次用户再有此类需求时,就会再回到它们。这就是完成了品牌认知。
The core competitiveness of small programs to the last is to achieve brand recognition. If you want to work efficiently and filter out the noise, turn on the tomato alarm clock; if you want to quickly make a magic emotive bag, use gif subtitles; if you want to sleep well, use a nap. These widgets make their impressions of them tagged through their featured services, and the next time users have such needs, they return to them. This is the completion of brand recognition.
6.将小程序流量巧妙沉淀到公众号
6. skillfully precipitate small program flow to public address.
小程序用完即走,没有关注和粉丝的概念,这是留存率低的重要原因。但这一点,恰恰是公众号的优点。将小程序流量沉淀到公众号上,实现公众号+小程序的联动,已经有很多成功尝试。
Small programs run away without concern and the concept of fans, which is an important reason for low retention rate. But this is precisely the advantage of the public number. Many successful attempts have been made to precipitate the flow of widgets onto the public number and realize the linkage between the public number and the widget.
7.给予、给予、再给予
7. give, give and give.
我们在与顾客交流中,经常有的顾客会问送什么,怎么送。顾客的问答反映了顾客自身的需要和偏好。可见,一个好的开端是以为顾客提供给予开始的。那给予顾客什么呢?给予是一种服务,是一种说明, 给予顾客他所关心事物的一种说明。所以,作为一个商家,牢记永远不要向顾客索取什么,哪怕是一种回答。
When we communicate with customers, we often ask customers what to send and how to deliver. Customers' questions and answers reflect the needs and preferences of customers. Obviously, a good start is to provide customers with the beginning. What do you give customers? Giving is a service, a statement that gives customers a description of what they care about. So, as a businessman, remember never to ask customers for anything, even an answer.
微信小程序的引流功能越来越强大,伴随着小程序功能的不断更新,在未来的实现环境中,小程序即将能够为商家带来更多的盈利机会,而商家借助这些小程序不断更新的功能,也必将能够使商家实现更多的客户沉淀,从而在未来的市场发展中,实现更多的盈利。
With the continuous updating of the functions of the widgets, the widgets will be able to bring more profit opportunities to the merchants in the future implementation environment, and the merchants will also be able to make more customers precipitate with the help of these widgets. In the future market development, we will achieve more profits.

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