The guiding weight of recommendation in the conversion of e-commerce transactions is increasing day by day. Guess you like it on the APP homepage [hereinafter referred to as first guess] is a centralized display of recommendations, and it is also another way for e-commerce products to retain users.
How to distribute the traffic of the first guess, let it play the biggest role, and improve the conversion of each module, it has a lot of articles.
1. User preference display pool
Guess what you like, as the name suggests, push the goods and services that users are interested in; there are so many long-term and short-term behavioral preferences generated by users, which should be pushed and how.
Looking at the product recommendation logic, the CTR prediction model is currently most used, which combines the user's long-term and short-term browsing, collection, add-on, and purchase behaviors to predict the probability of users clicking on products.
Second, look at the product supply chain of the platform. The breadth and depth of the supply chain determines whether it can launch suitable products for users; there is no broad product pool, and guessing what you like is also "a clever woman can't cook without rice"; it is recommended to outline the user's crowd portrait and tags, the first guess provides a display scene, linking the platform's vast commodity pool.
2. Show Interactions and Patterns
The clicks and conversions of single products are the highest. Guess you like to focus on conversions, and the display is naturally based on single products.
In order to distribute more traffic to other channels, the platform will also embed "cards" to guide users, such as Taobao's channel card, which guides users to visit the Daily Good Store channel; JD.com's venue card, which guides users to visit the main promotion activities of the day. ; Pinduoduo's list card, guide users to browse the best-selling list of preferred products.
According to the characteristics of each platform, the traffic distribution of the first guess will also be emphasized.
In addition to the regular single-product feed stream, Taobao's first guess is divided into three types: channel review, product aggregation and marketing cards.
Channel cards are used for daily browsing by users and generate hits with more user behavior; such as the small black box channel that the author visited yesterday and the number of followers is large, it can be displayed;
The product aggregation card is defined as "you may like it", which automatically aggregates related products of the same purpose and similar purposes according to the user's recent click behavior, and takes into account the comprehensive and sales volume of the products to guide users to further conversion;
The marketing card currently only recommends Juhuasuan to save money. The super value selection tab shows the first 3 products of the same purpose according to the products clicked by the user, such as shoes, and they are participating in the Juhuasuan activity, which can be understood as diverting the conversion to Juhuasuan. channel.
In addition to the regular channel review and product aggregation cards, JD.com has more promotion pages and list cards. The promotion page is a strong operation module, and the main promotion arrangement is based on the activity rhythm.
List cards are different indicators of products, such as sales, popularity, price reduction trends, etc. For users who have difficulty choosing, the list card indicators are clear, such as accumulative XX people have bought it, and nearly XX pieces have been sold in the past 24 hours. etc.; it can enhance the user's sense of tension and play a good role country email list in "conformity promotion".
The first guess is to take the feed stream of one line and one item, which is a 6+1 interspersed form of single item and item aggregation card.
More emphasis is placed on the sales data of products, which basically belong to the best-selling list. The product aggregation card "everyone said it is good" emphasizes the sales of products, highlights the selling points and interest preferences; compared with JD.com and Taobao, Pinduoduo's first guess display takes a simple and crude route, With a strong supply chain and user preference hits, it is presented as a single product.