Xiaohongshu focuses on the difference in delivery data and focuses on these two factors

As a platform that integrates community and e-commerce, Xiaohongshu's spotlight delivery system provides merchants with an effective advertising channel. However, many merchants have encountered poor data during the delivery process. This article deeply explores the two key factors that affect the effect of Xiaohongshu's spotlight delivery: material quality and service conversion rate, and provides merchants with optimization strategies and practical suggestions.

Recently, I have contacted many merchants who wanted to invest in Juguang, and 50% of them chose to give up the investment. In my opinion, in addition to the low unit price and low profit of the products, they are not suitable for investment. The main reasons for unsatisfactory investment are the materials and conversion rate.

1. Material Issues

The material is what determines whether or not it will be purchased. Good material can attract the audience when they are in a confused state, reveal the reasons for purchase, quickly list the evidence, add to the purchasing emotions, give purchasing instructions, and enable users to complete the purchase.

The entire purchasing process was done in one go, without any twists and turns. There were some high-conversion notes, with average interaction, but the conversion was good and fast.

High-conversion notes need to be polished gradually, and you need to learn from your peers and the notes in the comment section that show real purchasing intention.

A client who is decorating a house said that his peers were just copying blindly. In addition to investing in customer information notes, he spent 100 yuan a day on popular science and strategy notes. The interaction cost was as low as 0.5 yuan. He then pinned this note to the top, and his peers copied it crazily. This is the effect he wanted. Absolute! Absolute!

If you don't know how to produce notes on customer acquisition and volume, focus on my two notes. One is how to write spotlight notes without time to create content? How to do Xiaohongshu well?, and the other is the six types of spotlight notes Xiaohongshu spotlights six industry templates, write them and publish them directly!

To polish the materials, you need to truly understand what words users see, what makes them excited, what makes them stay, and what words make them want to place an order. This is a state of moving towards perfection. There is a ceiling for spotlight delivery techniques, but there is no ceiling for material optimization.

2. Service Conversion Rate

After the materials are prepared, e-commerce and private message customers should pay special attention when placing spotlight notes.

E-commerce customers focus on repurchase rate. The disappearance of Internet celebrity brands is that the repurchase rate is too low, and users will not make a second purchase after purchasing.

For e-commerce, whether users make a second purchase determines their lifeline. If multiple purchases cannot be achieved, new users must be attracted over and over again. As the cost of attracting new users on the platform becomes higher and higher, eventually the e-commerce company will not be able to afford the platform's advertising fees. For private domain customers, you must pay attention to your conversion rate and conversion amount.

If you get 100 customer WeChat accounts through Xiaohongshu, what are your invitation rate and transaction rate, and whether the average transaction price is reasonable, the key lies in your back-end conversion situation.

With the same number of customers, some businesses have a high conversion rate. This is their biggest advantage. Traffic will eventually be averaged out, and the key is your conversion rate.

Whether the average transaction price is acceptable or not, if the back-end conversion fails, no matter how much you do on the front end, it will be difficult to achieve ideal results, and Juguang will eventually choose to give up.

The materials and conversion rate must be done well. One is the ability to get a lot of materials, and the other is the direct conversion rate. Xiaohongshu focuses on the delivery, and you can completely close your eyes and maximize the delivery.