Use gift strategies to help novice Taobao stores improve conversion rates!

Taobao's agent operation is very clear about Taobao. Most sellers have sent things, that is, using the so-called gift strategy. But do you really understand the gift strategy? Did the thing you sent get the effect it should have? How should the real gift strategy play? Especially under the new search trend of Taobao, how should we correctly and effectively implement the gift strategy? Here's how you can interpret it, so that you can have a purpose in mind when delivering things.

1. Do you know the role of gift strategy in improving the weight of natural search
Yes, first of all, we will talk about this question: whether the gift strategy plays a role in improving the weight of natural search, and what are the specific dimensions. I think that most people's perception of gifts is that they can promote consumers' purchase and promote transformation. This is understandable, and the improvement of your conversion rate is really important in improving the natural search ranking of goods. Unfortunately, sometimes the effect of gifts is amplified, but the effect will be counterproductive.
In order to fully explore the role of gift strategies in promoting transformation, some sellers will overemphasize the value of gifts in the details page (this logic makes sense, the higher the value of your gifts, the greater the possibility of consumer transformation, of course, in a sense). Therefore, we see more of the following:
As you can see, if you want to improve the conversion rate, there will be several details: more gifts, higher value of gifts, and digital value of gifts. In fact, if you want to achieve better results, this picture should be represented by Arabic numerals. For example, the visual effects of 10000 and 20000 must be better than those of 10000 and 20000.
However, there may be obvious (even fatal) defects in doing so. If you consider another very important role of gift strategy: improving customer satisfaction. Especially for some commodities with low value, in order to improve the conversion rate, the value of gifts is very high. There may even be words such as "buy one get free 28" and "buy one get free 100" (I really saw it). What are the disadvantages of doing this? Consumers have very high expectations for your gifts. When they receive the goods, if they find that the gifts are far from meeting their expectations (usually they can't), they will be dissatisfied and even give a bad comment.
I will explain this in more detail later.

2. What does a gift mean?
If you understand gifts in a broader sense, you should not simply think that they are other goods that you give to consumers except for formal goods. A more correct understanding should be that in a purchase, all the values that exceed consumers' expectations can be called gifts.
For example:
The consumer bought a bicycle from you, because you were worried that they would not install it, so you launched a free service: online free installation guidance (now the video chat function of social software is so developed, it is easy to achieve);
After a Baoma buys a set of children's smart toys, you bring the Baoma to a social account group, where you will occasionally share some parenting experience;
The shopkeeper put a handwritten greeting card in the birthday gift you bought for your girlfriend. The most important thing is that you don't even know the existence of this card.
You bought a dress, and then there is a scratch card in the dress. After you scratch it, you find that you have won a 20 yuan red envelope. Scan the QR code to get it.
These can all be called gifts. If you understand them more broadly, you will be more comfortable in applying gift strategies.

3. What characteristics should your gift have
What should I send? This is a problem that many sellers have to consider, because you need to integrate multiple factors such as cost and gift function. Take whatever you want? This is taboo. Last year, I chatted with a man who sold mosquito nets. He placed an order online. What did he buy? Fan, the kind of advertising fan we can see all over the street in summer. He made a custom and printed his own advertising message on the fan. It's not expensive. It's more than twenty cents. He will put three or four in each order, which means the cost is about 1 yuan.
Then I asked him why he wanted to send this thing? Answer: It's summer. It's natural to buy mosquito nets and give away fans. I am totally speechless, because this kind of gift is almost worthless. This kind of thing is too ordinary and common. For consumers, when they receive it, they have no feeling, let alone surprise. So, don't say 1 yuan, even a dime is a free gift.
So when you send something, you should make sure that the basic point is that the thing you send must be related to your official goods, exquisite, and easy to surprise consumers. Therefore, when buying clothes, it will have little effect (a colleague of mine once told me that there are more than 20 tape measures at home, because every clothes seller will give free tapes, and when he receives them, he will throw them away directly).

4. Why does the gift strategy play a more important role in improving customer satisfaction
Taobao also advocates "small and beautiful", "customer stickiness", and "full exploitation of traffic value". Therefore, you can expect that a high customer satisfaction will greatly increase the search weight of your store in these aspects.
But what kind of gift strategy can satisfy customers? Here are some tips we have summarized in our daily operations. You can try them.
(1) The appearance should be more exquisite
You don't give a lot of everything. You can give a little, but a lot of things. For example, Ah Fu is very good at this. You buy a bottle of essential oil, and then you will get a lot of small things, such as a small notebook, a mask, samples of essential oil, etc. Therefore, you can see that there are often such comments in the seller's evaluation of Afu essential oil products:
Wow, many small gifts;
Thanks to my customer service sister for giving me so many gadgets;
(2) Value does not have to be high, but quality must be good
A good gift is not necessarily a particularly expensive thing, but it must be something of special quality, preferably a novelty gadget, because the fundamental reason for consumers to transform is your product itself. After all, gifts are icing on the cake, and they can't deliver charcoal in snow. Therefore, as long as your gifts are novel and of good quality, they can bring good pleasure to consumers.
(3) Good gift strategies are usually not informed in advance
If you tell the consumer in advance, it will not be a surprise, because the consumer has predicted what they will get before receiving the goods. What we want is a kind of surprise: after receiving the goods, we suddenly find a good small item, which can bring us a sense of surprise.
(4) If the scratch card is used, it is usually set as the first prize
Scraper cards are used more now. Why should they be set as the first prize? You said, because the first prize makes people most happy, so you don't want to get the second, third, and fourth prizes in the scratch card. It's useless. It's all the first prize. Anyway, you can decide the prize money by yourself. I can give you a small example. I have a friend who sells tea. When he designed the quack card, he set it as the first prize. Then the first prize prize is the trial package of four kinds of tea, which is mailed free of charge.
Don't think this is an unnecessary cost, but tell you three effects: focus on your social tools; The customer was very happy to receive the tea, and praised it with words; I really felt good after receiving the prize. I bought it again.

5. What should I do if I encounter a return
What should I do? Many businesses will require the gifts to be returned together. If the gifts cannot be returned, the businesses may deduct some money or even refuse to return them! However, do you make consumers uncomfortable? Have you ever lost a potential customer forever? Is the value of this gift very high (if it is high, it indicates that your gift strategy is wrong)? If it is not high, why not do a favor? He is very grateful to you, and may not even return to you. Even if you do, he remembers your kindness? Maybe there will be something to buy next time?