The average user acquisition cost of up to $ 100, low frequency, low conversion rate of mutual gold industry, Zhong An Insurance applet in the Alipay eco-acquisition costs did 0.0003 yuan.
This is the last year during the Double Twelve with Alipay public domain within the flow plate "I express" cooperation after one week report card. In this gift to express the delay is dangerous attraction marketing campaign, Zhong An Insurance applet harvest of 62 million new users, generating 260,000 single policy. An account balance down, spend a dollar to get the equivalent of more than 3,000 new customers, more than 1,400 copies of new policies.
More importantly, this is not a one-shot deal. These new users in small program to complete the transaction, will be precipitated into the public safety of life No. After clicking attention and keep activity through the game punch card, etc., until the second re-purchase.
This is typical of Alipay applet center of the public domain traffic + private domain traffic to the center combined distribution model for a lot of heavy, low frequency of small business programs, such activities often play the effect of "a spring rain" type.
But how the public domain traffic dividend play the effect? The answer is not simply rely on irrigation. Zhong An insurance payment summary treasure applet head of Ting Sun that businesses should allow themselves to be just need to start from the scene needs, such as to create a strong association with the insurance Courier service mind. Alipay's strong commercial service properties, will further help businesses improve the conversion rate.
0.0003 yuan cost of acquisition (CPA), and the mystery behind the specific play what is? We chatted with the Sun Ting, Zhong An Insurance gained a little high conversion program operations methodology.
Alipay fit heavy commercial property, improve the conversion rate
March 2017, Zhong An Insurance as the first closed beta project log Alipay platform applets. Choose to enter Alipay ecology, Zhong An Insurance is considering the results of its own product characteristics:
Public Security believes that Alipay biggest attraction there are two points: First, the insurance industry has a heavy financial and property transactions, premiums for profit point, it must be combined with the strong financial performance of the properties to do the scene. Users to buy insurance, take a long time to build awareness and trust, which is the business a long decision-making cycles. And Alipay to pay property accumulated over the years, cultivated a strong sense of security and user transactions mind, is very conducive to the conversion of insurance products.
Second, high-quality user Alipay applet ecology. In other platforms, a large number of users in the "shopping" small program, successfully transformed the transaction only to a small part of the DAU. In Alipay small program, because the platform has a strong business mind, foam-like "wandering" less traffic, transactions into effect users will be very significant.
In addition, Alipay will be used for a variety of interface capabilities to further ensure the quality of the user. In public safety and "I express" of cooperation, on the eve of the line Sun Ting biggest concern is that large-scale potentially fraudulent. Alipay for the public An Jianli a risk control system, blocking traffic outside the blacklist. Meanwhile, the endorsement Alipay Express data interface capabilities, will ensure that all orders are actually happened, Zhong An effective help prevent potentially fraudulent situation.
Insurance in order transaction, the user needs to fill in a lot of information to do the real-name verification. There is a law in the Internet operations, multi-level threshold, the conversion rate is reduced by 50%. Because users Alipay mostly real-name system, after user authorization, Alipay will provide population data and label information for the public safety. This differential advantage in large part to enhance financial, conversion of heavy service products.
According to Alipay official previously disclosed data, Alipay life services applet accounted for 53%, generally, the conversion rate is 6-10 times that of other platforms.
"The insurance industry is very realistic, we measured before the input-output ratio Alipay, bring order conversion is the best, so the focus Zhong An Insurance put into operation this year, Alipay small program." Ting Sun expressed.
With a number of life, life circle blessing applet
Insurance is a low frequency scene, except for a small part of the purpose of highly user, ie most people will not come that is to buy, and therefore need long-term mental training. Zhong An trick is Alipay "life" and the "commute" good use, so that both users and promote the active commitment precipitation even secondary role of consumption, with little linkage program.
Currently living Zhong An insurance number has 34 million fans, the public security in the life story via hotspot channel number, details the terms of science knowledge to users of the insurance, and health regimen, etc., back comes the insurance products, to attract users to learn more about and jump to a small program orders.
According to Ting Sun introduced, the linkage program with small number of life there are two paths:
A. applets - No Life
General user first enters the small program to achieve for the first time to buy, and then public safety will guide the user to focus on life number, the precipitation number of fans through live content, then the user can renew, you can also share with family and friends.
B. No life - small programs
No. users Zhong An Life Insurance, the insurance knowledge by reading the number on the popularity of life insurance-related and social hot spot article, submit the article page built No. of life of the product purchase interface, jump to the applet.
Data provided by the Public Security Insurance, life premiums to small diversion program accounted for 20% of the total premium small program is in addition to the applet itself, transforming the best channels.
The living area, it is a "topic circle", the user feedback feeling after the insured on the inside, Zhong An official is here to communicate with the user, and to initiate the topic of discussion, construction and user intimacy and sticky in the long-term communication atmosphere.
Zhong An is also facing a problem - how to promote the active user? Because many users after the next one year, the insurance industry until the next renewal will return to the platform. In this regard, the congregation decided to combine Alipay An open interface and data capabilities, and business scene, by completing the task, punch, quizzes, and other means to break through the barrier, the marketing membership points to play with.
For example, around a healthy life scenes, after obtaining the user authorization, public safety the number of steps Alipay interface observed by the user to go every day over 5,000 steps, and lasted seven days or before 9:00 every morning to pay for breakfast at Wired behavior, users have stated that this is a healthy lifestyle, you can gift the risk to the user or to enhance the user's insurance coverage as an incentive. After integration raised to a level that can be exchanged for medical card and coupons. Thereby cultivate the user's mental and viscosity.
Break application silos, mining across the scene of incremental orders
In addition to normal operating mode, Alipay small program there are other ecological stimulate incremental business differentiation play, such as break-islanding across the scene.
People only think of the scene in order to buy insurance would do?
An Insurance operating practices herd of view, associated with a large number of scenes outside of the insurance can be derived from the conversion of insurance orders. By discovering the pain points associated with the scene, to be innovative in their products, Zhong An inter-scene cooperative insurance program had a small effect transformation "1 + 1 is greater than 2".
To public safety plan, "I express" train of thought, for example, the public security found a huge pain point courier scene during the Double Twelve: businesses fear related logistics advisory capacity load is too large, and users often do not and so on for three days also received arrival, resulting in discontent.
Then all the safety and security "I express" to launch the Double Twelve delivery delays risk insurance activities gifts, logistics and delivery process if delays, users can get a single $ 5 per compensation. In the event interface, with all the Anhui Li donated risk driven by sales of other insurance products.
By activity week, Zhong An Insurance pull more than 600,000 new produce 260,000 single policy, user acquisition costs only 0.0003 yuan. ROI as high as 9.32, which means that each cost 1.00 yuan, Zhong An harvest worth $ 9 premium.
In accordance with the same logic, Zhong An Insurance is also planning with domestic service applet cooperation projects, such as on-site service in the domestic scenario, users are concerned about family wealth, blue-collar service providers worry about personal safety, the public safety may be for orders in the domestic small program , orders groups were providing property insurance and personal accident insurance, which can help stimulate domestic small program trading volume.
Islanding App break through the scene connected incremental mining business, that people have been looking for a small program. But so far, the same can be like Topsy Zhong An inter-scene management program is still small Phoenix water chestnut hair. The reason is that, to be transformed into the new scene and inspire developers can not simply put the product into them, while the other requires a combination of scenes features and user habits to transform their own products and operations gameplay.
"We packaged products enabling others, as an equity partner can motivate users. Our positioning is not only a product, but as can be added to our ability to open platform." Sun Ting believes that the key to looking into the scene can understand each other's needs, and a win-win situation space and meeting point.
Of course, in addition to developers to build their own operational methodology, to achieve all of this premise also need cross-platform, open access to the scene of merchants.
Including my courier, forest ants, sesame credit, flower chanting and other sections, including ...... Alipay platform there are many high-volume, high-traffic sections of viscous public domain, complete ecosystem rich scene allows small businesses to quickly integrate into the program. According to Alipay applet relevant responsible person said, one of the priorities this year is to come up with these public domain traffic for businesses with their own scene tap more new users.
For being in the cold start phase, or low-frequency, long-tailed, small waist procedures, assist them in the public domain traffic to pull new capacitation play a significant value on the customer.
In addition to working with branch Fu Baogong domain traffic, more cooperation similar to the case of domestic small congregation Ann cooperation program, will take place between the applet can produce scenes association.
Alipay in the dish, which is a free market collusion, Alipay official cooperation will provide a path for the applet developers, and gives guidance on the relevance of coincidence degree and play the user's portrait. When the merchants who have learned from operations of play, this high conversion rate will usher in the explosive ecological prosperity.
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