Detailed explanation of Lazada platform promotion page: analysis of coupons, free shipping and multi-item multi-discount strategies

The promotion page of the Lazada platform provides rich data indicators for sellers to monitor the performance of their promotion activities. This article will introduce in detail each function on the promotion page and its corresponding indicators.

Coupon management

Overall performance

The promotion page first allows sellers to view coupons by type, and filter data within a specific time period through the time selector in the upper right corner. When “Overall Performance” is selected, sellers can monitor the following key metrics:

• Voucher Collected: The total number of coupons that have been collected by consumers.
• Voucher Redeemed: The actual number of coupons used.
• Number of paying buyers (Buyers): The number of customers who completed purchases using coupons.
• Amount paid for coupon orders (Redeemed Revenue): Sales generated through coupon promotions.
• Discount Cost: The total discount value given by the coupon to the consumer.
• ROI (Return on Investment): Return on investment, the calculation formula is Redeemed Revenue / Discount Cost, that is, the income obtained through coupon promotion and the cost paid ratio.

Additionally, the performance of individual coupons can be further analyzed:

• Voucher Issued: The total number of coupons issued.
• Voucher Collected: Same as defined in Overall Performance.
• Voucher Redeemed: Same as defined in Overall Performance.
• Collected Rate: The ratio of the number of coupons collected to the total issuance.
• Usage rate (Redeemed Rate): The ratio of the number of coupons used to the number taken.
• Redeemed Revenue: Same as defined in Overall Performance.
• Discount Cost: Same as defined in Overall Performance.
• Buyers: As defined in Overall Performance.
• ROI (Return on Investment): Same as defined in overall performance.

FAQs about coupon setting

Be careful to avoid the following common mistakes when setting up coupons:

• Setting the threshold too high: For example, the threshold for full discount activities is higher than the average unit price of store products, making it difficult for consumers to meet the conditions.
• Unreasonable quantity limit: Coupons with too few quantities may be sold out quickly without realizing it.
• Improper validity period: Failure to process coupon expiration in a timely manner may lead to a waste of resources.

Analysis of free shipping tools

In the promotion page, the “Overall Performance” section is also applicable to the effect evaluation of free shipping tools. The main indicators include:

• Payment amount (Revenue): The total sales generated by the free shipping promotion.
• Number of paying buyers (Buyers): The total number of buyers who enjoy free shipping service.
• ROI: Return on investment, calculated as Revenue / Shipping Cost.
• Number of paid orders (Orders): The number of orders using the free shipping service.
• Revenue per Buyer: The average spending amount per buyer.
• Shipping Cost: The logistics costs borne by the seller due to the free shipping policy.

Promotion performance

For the specific effects of the free shipping campaign, you can also get more detailed information from the perspective of “Performance by Promotion”:

• Payment amount (Revenue): Same as above.
• Number of paying buyers (Buyers): Same as above.
• Number of payment orders (Orders): Same as above.
• Shipping Cost: Same as above.
• Budget: The fund limit for the free shipping plan.
• Revenue per Buyer: Same as above.

Evaluation of multi-item multi-fold strategy

Finally, for multi-item multi-discount promotion plans, sellers can also obtain data support on their execution through the promotion page:

• Payment amount (Revenue): The total revenue from multiple discounts on multiple items.
• Number of paying buyers (Buyers): The number of buyers participating in the multi-item multi-discount event.
• ROI: Return on investment, calculated as Revenue / Discount Cost.
• Number of payment orders (Orders): The number of orders completed through multi-piece multi-discount.
• Revenue per Buyer: The average consumption level of each buyer in the event.
• Discount Cost: The cost borne by the seller for implementing multiple discounts on multiple items.
• Basket Size: The number of items included in a unit order, calculated as Units Sold / Orders.
• Units Sold: The total number of items sold through multiple discounts.

To sum up, the promotion page of the Lazada platform provides sellers with comprehensive data analysis tools to help them better understand the actual effects of various promotional methods and make more informed business decisions.