Traditional e-commerce has high customer acquisition costs, and now WeChat mini-programs are solving this problem.
Now let's take a look at the two sets of data on e-commerce mini-programs in the "2017-2018 WeChat Mini Program Market Development Research Report":
The purchase transaction rate is close to 60%, and the applet has become a cash cow for e-commerce
When traditional e-commerce platforms encounter traffic bottlenecks, Mini Programs are just a new traffic pool.
E-commerce mini-programs account for the largest proportion of all types of mini-programs, including fresh food e-commerce, maternal and child e-commerce, fashion e-commerce and other sub-sectors.
The 2017 Double 11 promotion and WeChat social sharing brought very, very large traffic, which made the monthly average traffic of various e-commerce mini-programs usher in a concentrated explosion stage during the fourth quarter of 2017. Among them, fashion e-commerce mini-programs The month-on-month growth reached 323%, and the purchase rate was close to 60%. And this figure continued to grow in the first quarter of 2018.
Why are e-commerce mini-programs developing so rapidly?
With the improvement of the development of mini-programs, many e-commerce mini-programs have realized the functions of product display, order placement, payment, etc., and can also track express delivery, which is very convenient to use.
Let's analyze why Mini Programs + E-commerce can be successful at this stage.
A good shopping experience is essential
Compared with the micro mall, the opening speed of the applet is obviously much smoother, and for the customer, the shopping experience is much better.
In addition, the interface design has a great impact on the shopping experience. Many companies will fall into the misunderstanding of replicating APP when they make small programs, and make the pages of small programs that should be simple and heavy and cumbersome, affecting customers' desire to buy.
Good connection with the official account, high conversion rate
Let's see if this scene is familiar:
We saw the official account and saw that the recommended items recommended above were especially suitable for us, as if they were tailor-made for ourselves.
But at the end of the reading, the article let us copy a string of connections and go to Taobao to buy. We felt that we had to jump out of WeChat and it would be troublesome to operate, so we put it down temporarily and wanted to wait until we had time to buy it. However, once we have passed that impulse buying period, we will not buy again.
The connection between the mini program and the official account channel can directly insert the purchase link in the official account article. Compared with the previous article on the official account, and then importing customers into the micro mall or Taobao, the loss rate of customers is greatly reduced.
Rich gameplay, it is easier to create explosive models
In addition to basic functions such as product display, coupon issuance, and interaction with customers, Mini Programs have richer ways to play. Mogujie uses small programs to strengthen the function of social grouping, bringing in nearly 70% of new customers; at the same time, through the small program "social instant gold reduction" and other play methods, it enriches users' consumption scenarios and improves the conversion volume; while Pinduoduo borrows WeChat Social traffic, focusing on low-priced products, achieved 300 million users through the fission-style social grouping model, and even Taobao couldn’t sit still, and launched a special version of the app to compete with it.
With the development of mini programs, there will be more and more ways to play!
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