Yes, mini-program is really very popular, with almost everyone.
However, some companies have spent thousands of dollars on small programs or small program malls and have found that small programs bring them no real value, no orders, no customers.
If you've already thought about different ways of working, small programs are "immortal". You may have to face fact that your product is not suitable for smaller programs.
So, which products are suitable for mini-programs? In our opinion, there are three simple criteria that you should pay attention to.
Standards for creating applets
Standard 1. Comparison of costs between original sales model and mini-program sales model
Before developing a small program, a company must have its own sales model, which can be an online sales model or an offline sales model. Any sales model assumes cost of a customer order.
If customer order value in original sales model is higher than miniprogram customer order value, you must create a miniprogram. On contrary, there is no need to make small programs.
To illustrate, we give two examples.
For example, sale of real estate. The cost of selling real estate includes advertising, sales staff salaries, marketing expenses, advertising expenses, etc. The cost is not low. This is original sales model. Under mini-program, marketing cost per transaction is significantly lower than original public account emptying sales model, so real estate companies must run mini-programs.
For example, consumer goods. If such products are turned into mini-programs, marketing value of a customer order when sold through mini-program will necessarily be higher than marketing value of a customer order when sold through e-commerce platforms. For example, for a fabric brand, instead of creating a small program, it is better to open a Taobao store or a JD store directly.
Standard 2. Is there a tendency to repurchase product within six months
Looking at various small programs, we find that mechanical equipment, instrumentation, and other traditional industries that have generated a lot of income for Baidu and Ali do not seem to be interested in small programs. What effect.
Why?
This is related to ransom. The mini-program's instant feature requires short transactional links, short transactional processes, and continuous redemptions. If client is not going to redeem within a certain period of time, this is not suitable for small programs, we think that this time can be limited to about half a year.
In case of construction equipment, buyer rarely makes a repeat purchase within six months, and percentage of repeat purchases is very low. However, such as fast food and tea, it is more suitable for small programs to repurchase several times during week or even day.
Criterion 3. Does product have emotional value and relevance
Where does mini-program traffic come from? The main traffic comes from official accounts. So, why do users follow official account? Official accounts can provide emotional value and themes.
So, if product has rich emotional value and themes, it is more suitable for small programs, but on contrary, it is advisable to make small programs.
For example, same hospital. Beauty Hospital is more suitable for smaller programs that are highly relevant and can give users a lot of emotional value. However, in an orthopedic hospital, effect of small procedures will not be too obvious.
Whether your company needs to create small programs can be judged by three criteria above.
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