Mall Promotion Explosion Coefficient Lower Than Competitors: Analysis & Suggestions

The explosion coefficient of the mall's promotion is lower than that of competitors, mainly due to the difference in traffic explosion and conversion rate explosion.
Traffic explosion: During the promotion period, the UV explosion is not significant, with only an 11% increase, and the payment UV increases by 5%. The proportion of paying users within 30 days is significantly lower than that of competitors.
Visit depth and conversion: During the promotion period, the conversion rate increased by 4%, which is 21 percentage points lower than that of competitors. The proportion of users visiting product detail pages during the promotion period has slightly decreased, and the payment conversion rate of users browsing detail pages has increased, but the increase (+5%) is relatively limited. The coverage of various gameplay during the promotion period is limited.
Suggestions:
- Competitors' payment UV during the promotion period mainly comes from users who have paid within 30 days, with high activity and stickiness. The mall needs to strengthen the operation of active users and improve the outbreak during the promotion period. It is also necessary to strengthen the accuracy of investment and gameplay reach, guide users to increase the proportion of revisits, optimize the strategy for receiving users, and improve the conversion rate.
- By using specific channels to attract or optimize the display of more attractive products through recommendation algorithms, the mall can increase user visit depth. The core gameplay during the promotion period can increase user repurchases, but the population reached is limited (about 5%). Therefore, it is recommended to cooperate with merchants to promote gameplay with wider user coverage and relatively low subsidies, and improve the overall conversion rate.