Case: How to double the sales of health products with 700,000 private fans!

At a time when private domain traffic operations have become a new engine for corporate growth, many brands are facing the dilemma of having a large number of fans but a low conversion rate. This article uses a real case study of a health care product brand to deeply analyze how to use data diagnosis, content optimization, membership system upgrades, and other means to provide private domain operators with a complete set of practical ideas and methodologies.

Today I would like to share a case for everyone to learn from.

1. The anxiety of “big fan accounts”: Why is the conversion rate so low among 700,000 fans?

"We have 700,000 fans, but the open rate is less than 1% and the sales volume is not high. The health care products are too competitive. The lack of trust and price wars have caused people with good products to fail in this industry. There are several brands around me with good products and many fans, but they just can't sell."

The words of this brand operations director revealed the cruel truth of private domain operations:

Number of fans ≠ user assets ≠ sales conversion

In reality, there are some surface data:

The opening rate of public accounts is only 0.5%, which is the industry average (1.2%);

The average order value is less than 150 yuan, and high-profit products are not selling well;

The referral rate from old customers is only 3%, and no one participates in fission activities.

"Every time we have a meeting, the marketing department says that the ad exposure is huge, but offline channels say that it is useless to divert traffic to online channels, and no deals can be made. The technical department also shirks responsibility by saying that the functions and tracking points cannot be done in a short time, and the effects cannot be tracked in the short term."

The phenomenon of departments fighting with each other and dragging their feet is also a typical dilemma for enterprises in their transformation to the private domain.

What to do? See below~

2. The whole process from data diagnosis to implementation

Only looking at surface data often conceals the real problem. We must face the front-line data of business transformation and real user data. Employees will lie, but the data in the eyes of experts will not.

Step 1: Full data analysis

① Data from 700,000 fans revealed that 30% of users came from the "19.9 yuan tasting" event two years ago, and 72% of them never consumed again;

② Silent users (no interaction or purchase in 180 days) account for as high as 80%.

Conclusion: Number of fans ≠ effective users, a large number of "zombie fans" increases operating costs. (In-depth reflection, the purpose of the activity design, whether the target group is accurate, or even whether there are problems in the design process?)

Content data:

Analysis of the top 10 articles by reading volume: 7 articles are promotional information, and no discounts will be given, and 3 articles are stories about bosses starting their own businesses;

The average bounce rate of new product popular science articles is 73%, and the average dwell time is 28 seconds.

"The article said it can improve sleep, but I took it for two weeks and there was no effect at all!" - User Ms. Li complained "I can't understand these test reports" - Community chat record

Conclusion: The official account has become a "promotion notification column", losing the trust value of users. The titles are full of "shocking first release" and "limited time special offer", which makes users immune to fatigue.

The value of content is the first principle to establish user trust

Private domain data:

30,000 WeChat followers, 13% of high-net-worth customers become price sensitive. (This is a misunderstanding of many companies, who only use profit to induce, lack emotional maintenance, and let users downgrade)

The IPs in the circle of friends are not trustworthy, and the content is mostly product introductions.

Frequent activities, low profits. The last three fission activities required "forwarding the poster + collecting 30 likes", but the completion rate was less than 0.7%;

The prize is a 20 yuan discount coupon for every 100 yuan spent. Users complained: "You want me to recruit people and spend money?"

Conclusion: No discounts, no purchases; became a clearance channel; high net worth users did not play their value. (No upgrade from private domain users to super users)

Find the problem, identify it, and then conduct workshops with the brand team to brainstorm, dig into the root cause, expand ideas, and determine execution.

Adjustment of operation plan:

1. Trust upgrade

Official Trust Grafting:

The marketing department launched the "Elderly Health Public Welfare Action" within 3 weeks, published it on the headlines of the official account, and added social activities endorsements. The activities included nursing homes, the Disabled Persons' Federation, etc.

Customer story upgrade:

Mining 3 types of user empirical cases and building a "customer feedback library":

Teacher Mr. Li: A user with insomnia for 10 years, he often wakes up in the middle of the night. He achieved 30-day sleep improvement through product + meditation course (community conversion rate 39%);

Aunt Zhang after surgery: 90-day use record related to changes in physical examination indicators (driving the repurchase rate of similar products to increase by 17%);

Post-90s mom: The comparison picture of her bare face shows the effect of "staying up late will damage your energy and blood, you need to start maintenance from scratch" (the related products converted 30% on the same day).

2. Content productivity upgrade

Terminology Translation:

Frontline sales, customer service and marketing departments reviewed customer chat records together and transformed “free radical removal” into “staying up late to prevent your face from sagging”. The bounce rate of new product popular science articles dropped from 73% to 41%.

Assetization of buried data:

The technical team deployed three key upgrades on-site: acquiring keywords, screening high-intent users, and intelligent customer service

3. Membership Upgrade

Benefit upgrade: Upgrade members from "points redemption" to "exclusive solution":

Spend more than 2,000 yuan to get a free "nutritionist 1v1 tracking service" (customer unit price increased by 120%);

Recommend 3 people to follow and unlock the privilege of “eat one box and get a full refund without any reason” (the conversion rate of old customers bringing in new customers increases by 41%).

All aspects of operational adjustments correspond to corresponding data indicator tracking and feedback, allowing collaborators at every link to see value and feedback and continuously optimize.

3. Results: Private domains evolve from cost centers to profit centers

1. User asset appreciation

The customer story series of articles increased the number of visits to the mini program by 120%, and 32% of users placed orders by jumping to the story page; the proportion of high-net-worth users (average order value > 2,000 yuan) increased from 7% to 13%.

2. Improvement of organizational effectiveness

The technical department developed "activity forwarding" based on the embedded data, which became the core indicator of the activity.

Team collaboration process upgrades to make advancement more convenient and more efficient

3 Trust Conversion Closed Loop

Live streaming has boosted the number of visits to the mini program by 200%, and the average customer spending has increased to 227 yuan;

The customer story video has been played over 30,000 times, and the repurchase rate of related products has increased to 25%.

4. Review: Promote operations through data and analyze business through operations

I used to think that the content marketing was not good enough, but now I understand. The official account is only a part of the private domain. The data feedback is not only about the conversion rate, but also about the organization, product and other issues.

Six months later, the brand’s official account’s monthly sales increased by nearly 300,000.

Verified an iron rule:

The essence of private domain growth is to use trust to turn traffic into retention, and use retention to leverage growth.

"An enterprise is a system, and users are the most important element in this system." If all work is connected with "user thinking", the enterprise can achieve sustained and lasting growth, and private domain is an important means.