After acquiring e-commerce customers, how to screen out those with more potential for

Now many e-commerce teams will find an increasingly obvious problem: ads can continue to run and orders can continue to be placed, but the overall profit is becoming increasingly difficult to stabilize. Many times the reason is not the front-end traffic, but the back-end customer quality.

Many users quickly become silent after placing an order for the first time. Customer service is constantly recruiting new customers, and the private domain is constantly expanding, but there are not many people who can really continue to repurchase. Especially in cross-border e-commerce and long-term private domain operation scenarios, the repurchase rate has begun to directly affect the stability of the entire project.

Therefore, more and more teams are now beginning to pay attention to a problem: after acquiring customers, how to screen out in advance people with greater potential for repurchase.

Why are e-commerce companies now paying more and more attention to repurchase?

In the early days, e-commerce could also rely on traffic dividends to grow rapidly. As long as ads continued to be delivered, orders could continue to increase. But now many markets have entered a competitive stage, and the cost of acquiring customers is getting higher and higher. It will become increasingly difficult to rely solely on continuous new acquisitions.

Especially:

lAdvertising costs continue to rise

lUser attention is increasingly distracted

lPan-traffic conversions are getting lower and lower

lPlatform competition is becoming increasingly fierce

In this case, repurchase will become increasingly important.

Because a truly stable e-commerce structure usually relies not on one-time orders, but on long-term customers.

Which users are more likely to make repeat purchases?

Many teams will later discover that not everyone who buys is worth investing in the long term.

Users who truly have the potential to repurchase usually have several characteristics in common:

lActive for a long time

lHave stable interaction habits

lEasier to communicate continuously

lMore willing to enter the private domain

lConsumption behavior is more stable

especially inIn private scenarios such as WhatsApp, Telegram, and Instagram, high-quality users usually leave more obvious traces of long-term behavior.

In contrast, although a large amount of general traffic can bring short-term orders, the subsequent silence will be very fast.

What should be the first step after acquiring a customer?

The most common mistake many teams make is to import all order users into the system.

But in fact, after acquiring customers, the really important first step is not to mass-send immediately, but to organize the data first.

The more common steps include:

lData cleaning

lDuplicate user filtering

lactive screening

lAge and region label classification

lHigh consumption tendency identification

Only by clarifying the user structure first can subsequent private domain operations become more and more stable.

Otherwise there will be obvious problems later:

Customer service is getting busier;

Private messaging is becoming increasingly ineffective;

High-value customers are easily overwhelmed by flood traffic.

Why long-term active users deserve more focus

Many e-commerce teams will later discover that the people who really have the ability to repurchase are often not the people with the strongest short-term interactions, but the people who are active in the long term.

Because long-term active users typically:

lView messages more stably

lEasier to keep paying attention to products

lMore willing to join the private domain

lEasier to form long-term consumption habits

Especially in high-customer single and long-term membership products, this difference will become more and more obvious.

Therefore, more and more teams have begun to:

active state

device tag

age structure

consumption tendency

Together as repurchase filter conditions.

Why repeat purchase users are more suitable for long-term private domain operations

One-time transaction users and long-term repeat purchase users have completely different follow-up operation logic.

One-time users prefer short-term traffic;

Repeat purchasers prefer long-term relationships.

After many teams really start working on the private domain, they will find:

The people who can really bring profits in the long term only account for a part of the customer pool.

If you don’t do layering in advance:

lCustomer service resources will be consumed by a large number of low-value users

lThe rhythm of private chat will become more and more chaotic

lHigh-value users are easily lost

Therefore, many mature teams now no longer operate all customers in a unified manner.

Before customer screening, it is more stable to complete the number detection

A lot of order data will be mixed with:

lLong-term silent users

lLow active account

lAbnormal data

lUsers who rarely come online again

If this data enters the private domain directly, subsequent repurchase operations will become increasingly difficult.

In actual operation, Digital Planet can be used for screen number detection, and then combined with active and consumption tags for further stratification. Digital Planet supports free trial screening test.

In this way, subsequent private domain undertakings will be much more stable.

Why e-commerce operations are becoming more and more like"User Operations"

In the past, the core goal of many e-commerce teams was to rush orders, but now more and more people are beginning to realize:

What is truly stable in the long term is not the number of orders, but the proportion of high-quality customers.

because:

Flood traffic can be quickly amplified;

However, it is difficult for long-term repurchase users to appear naturally in batches.

Especially as advertising becomes more and more expensive, what really determines profits is no longer who has more orders, but who has more long-term users.

E-commerce will increasingly rely on"User Hierarchy"

In the past, many teams engaged in operations and liked to unify mass messaging, activities, and push. But now the user differences have become more and more obvious.

Between different users, there will be:

lDifferences in spending power

lactivity difference

lDifferences in repurchase intention

lDifferences in private domain retention capabilities

As a result, more and more teams are now starting to:

Layer first, then operate.

Focus on maintaining high-value users;

Continuous cultivation of ordinary users;

Low-value users reduce operating costs.

This method will be much more stable than unified operation.

The real value in the future is not traffic, but long-term customers

Now many e-commerce teams have begun to discover:

Traffic is not scarce;

What is truly scarce are people who are willing to continue consuming over the long term.

Especially in the private domain era:

The ability to repurchase has begun to directly determine whether the project can be stable in the long term.

What is really important in future e-commerce operations is no longer just acquiring customers, but identifying in advance which customers are worthy of long-term investment.

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