User operation refers to being user-centered, setting operational activities and rules in accordance with user needs, formulating operational strategies and operational goals, and strictly controlling the implementation process and results to achieve the expected operational goals and tasks.
User operations are generally used in Internet product operations and new media operations. It is very difficult to innovate operation work from the perspective of user operations on the Amazon platform. The reasons are as follows:
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1. The Amazon platform prohibits sellers from having too many contacts with buyers through channels and means such as emails and accounts.
2. The Amazon platform will not leak buyers’ personal social account information.
3. The exposure of products on the Amazon platform directly depends on advertising and sales, and it is difficult for sellers to control product exposure and traffic.
In short, the Amazon platform prohibits sellers from actively contacting buyers; but in another way, what if buyers are allowed to actively contact sellers?
On the Amazon platform, sellers and buyers The only way to communicate is via email. Of course, big sellers and operation experts will set up their own Facebook or YouTube self-media platforms to interact and communicate with buyers. We will not consider these operation methods for the time being, because these operation methods require a long period of user accumulation and content display, and the effect is The performance cycle is long.
How to get buyers to take the initiative to contact sellers can be divided into the following three steps:
The first step is to emphasize the communication time period.
Take the US site as an example. The time difference between us and American buyers is long. Amazon requires sellers to reply to buyers’ emails within 24 hours. However, the 24-hour time limit itself is too long, and many buyers also By default, the seller cannot reply immediately, so I gave up the idea of sending an email to ask for some product details. Therefore, we need to determine a time period and tell the buyer that within this time period we can respond within 5 minutes or even 3 minutes. (In the initial competition between Ebay and Alibaba, the latter launched Aliwangwang, which completely solved the problem of real-time communication between buyers and sellers, thus winning the competition in the Chinese market. Although buyers who purchased on the Amazon website Most of them are accustomed to email communication, but whether a seller can respond to communication in real time is still one of the indicators of whether a seller can have high-quality services.
How to determine the time period for real-time communication? First open the account.
< p>You can see the “Buyer-Seller Contact Indicator” option in the account status.
In this indicator, you can see that the Amazon platform automatically calculates the average response time for emails.
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You can see that it takes 6 to 7 hours for us to reply to emails. Assuming that operators are used to replying to customer emails around 10:00 Beijing time every day, it can be inferred that the peak period for American customer emails should be 3 am Beijing time. :00~4:00, you may wish to describe it at 5 points or add some information to the picture list. For example, when you contact us by email at XX:XX~XX:XX, US time, we guarantee to reply to you within 3 minutes. < /p>
Of course, this is only an ideal situation. If you start your own business on the Amazon platform, you may change your body clock and reply to emails in the early morning. However, if you are an operation employee working in a company, it will be a bit difficult. But it doesn’t matter, we can find it. The second email peak period: 7:30 to 12:00 am in the United States at night in China. This period can be used as a real-time reply time period, so that Amazon’s email service can become a real-time reply tool like Alibaba Wangwang.
Step 2: Find the person to communicate with.
Traditional communication between Amazon operations and users is passive, waiting for email consultation every day, and then leisurely replying within 24 hours. Just reply. In Chapter 5, Section 5.4, we mentioned “price discrimination as an operating method, so we will use “price discrimination” as the theoretical basis to discuss its role in user operations. (Note that the Amazon platform stipulates that at 5 o’clock It is not allowed to blatantly add preferential information in the description, but “price discrimination” is an “edge ball” and can be used during the period when the listing is growing. After the product listing grows to a certain stage, the 5-point description can be changed back to the normal content) < /p>
Case picture, the price discrimination strategy is to add “fyou livein California/ Texas/ Florida/New YorkPennsylvania/ Illinois, you can get a XX% discount. Please provide us with the ordeinumber throughe- mail” (If you live in XXXX states, we can give you a XX% discount. Please contact us by email. )
“Price discrimination” itself is to find the group with the largest proportion of customers and then give them certain discounts. This is similar to the “Free Shipping in Jiangsu, Zhejiang and Shanghai” in China’s e-commerce industry, which treats certain large-scale products Group customers are given specific offers to facilitate orders. However, it is not enough to do “price discrimination” simply by analyzing order data. We also need to consider a question: Do Americans shop online at the same time?
Thinking about this issue Before answering, let’s first look at the map of the United States, excluding the U.S. land of Alaska.
It spans nearly 4,500 kilometers from east to west and spans several time zones, so the consumption time of customers in different time zones is completely different!
The United States has a large east-west span, and it has a large east-west span. Unlike China, which unifies the whole country in one time zone, the continental United States is divided into four time zones, namely Pacific Time Zone, Mountain Time Zone (Midwest Time Zone), Central Time Zone and Eastern Time Zone. Including Hawaii and Alaska, there are 6 time zones in total.
Pacific Time Zone: The representative city of Los Angeles is 16 hours behind Beijing;
Mountain Time Zone: The representative city of Salt Lake City is 15 hours behind Beijing;
Central Time Zone : The representative city of Chicago is 14 hours behind Beijing;
Eastern Time Zone: The representative cities are New York and Washington, which is 13 hours behind Beijing;
Hawaii Time Zone: The representative city of Honolulu, The difference from Beijing is 18 hours;
Alaska time zone: the representative city of Fairbanks is 17 hours different from Beijing.
Thus, through the above argument, we can find that although customers in different regions and time zones in the United States have similar shopping habits, they have completely different peak shopping time periods. Therefore, simply “price discrimination” through regional comparison is incomplete. We might as well use the shopping time of customers in different time zones in the United States to promote communication with customers from the perspective of user operations.
The operation method is very simple. You only need to divide different regions according to time zones, and then change the 5-point description/image and text and other listing information into marketing information specific to the region during the peak shopping hours in the region. For example, when California time reaches the peak shopping period, we will target our marketing to customers in the same time zone as California and tell them that they can get 20% to 50% off coupons by contacting us by email, and so on for other states. .
Step 3: Clarify the purpose of communication.
In the first two steps, we have found the time to communicate with customers and the different customer groups that need our attention, but this is just the beginning. The ultimate goal of user operations is still to increase orders or increase profits. So we can list the indicators of user operation effectiveness as the following points (of course, there are many measurement indicators of user operation, I just listed a few common categories):
(1) On the traditional Amazon platform Most of the email exchanges are after-sales emails, such as inquiring about the logistics progress of the product, processing returns/refunds, etc. The purpose of pre-sales emails is to increase the customer’s consultation rate for a certain product.
Why increase the pre-sales email consultation rate? This is because if you rely solely on video or listing information instead of manual communication, the personalized needs of many users will not be met. For example, when a user checks the listing, he finds that some of the recommended products below are 1 to 3 US dollars cheaper than yours, but the review score is not as high as yours. At this time, if your listing interface has a “price discrimination strategy” that is consistent with other regions or identities, or Tell him that we can reply to him with a satisfactory solution within 3 minutes, which will greatly increase the probability of order completion.
Or, to think about it differently, recall our shopping experience on Taobao or Tmall. When consulting sellers through tools such as Alibaba Wangwang, is it when we have a strong intention to buy? After all, “nothing goes wrong” (tell customers that we can respond to product consultation emails sent by customers in real time within 3 minutes. , as long as their needs are solved, the order can be promoted)
(2) Customer’s second purchase rate
The Amazon platform is the largest B2C platform in the world, and the biggest feature of B2C is. Before the success of branding, the customer repurchase rate was extremely low. The relationship between customers and Amazon is like the relationship between us and supermarkets. Products in all stores are listed on the shelves, and products with better rankings are listed at the front. However, Customers will only remember to find the Amazon platform when they need to shop, but will not remember which store they shopped at last time.
Therefore, improve customer 2 before reaching branding. The purchase rate must be the product service (after-sales service), that is, the perfect reflection of the effectiveness of user operations. Customers’ second purchase does not recognize our brand but our service. We can improve the service in the user operation process from the following points. Quality.
① Real-time reply;
② Tracking logistics information;
③ Instant notification of product arrival information;
④ Products in progress After a period of time, ask about product experience and evaluation;
⑤Thank users for using and encourage them to evaluate our products;
⑥Indirectly push new products to promote secondary purchases;
⑦ Form a virtuous user operation cycle
(3) Return rate.
Note that this article mainly emphasizes the return rate rather than the refund rate. In the case of gross profit support, customers can be given partial refunds to discourage returns. Therefore, we can communicate with customers through emails about partial refunds to reduce the occurrence of returns.
But for FBA. For orders, Amazon supports unconditional returns and exchanges within 30 days. Buyers can skip the process of communicating with the seller and directly complete the return process. Therefore, the return rate of FBA is higher than that of self-shipping. You can proactively provide after-sales services, such as letters of apology, product experience surveys, product discount codes, etc., to attract customers back to make purchases again. In this case, not only does it increase the secondary purchase rate within the store, but it is also possible to obtain additional purchases.
(4) Increase in self-media traffic (effect, branding strategy).
In email exchanges on the Amazon platform, Amazon will automatically identify and block private email accounts or most social accounts. Therefore, it is necessary to ensure that it establishes trust with customers through long-term communication and integrates its own brand’s social media. Send screenshots or other forms of account or name (Facebook, YouTube, etc.) to customers, or ask customers to send us their private email addresses in the form of pictures, so that we can introduce traffic to our self-media platform and complete long-term branding. Promotion.