Mall Promotion Performance Analysis: Identifying Gaps and Improving Conversion

The outbreak coefficient of the mall's major promotion is lower than that of competitors, mainly due to the differences in traffic and conversion rate outbreaks.
Traffic outbreak: During the major promotion period, the UV outbreak is not significant, only increasing by 11%, 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 major promotion period, the conversion rate increased by 4%, which is 21pt lower than that of competitors. The proportion of users visiting the product details page during the major promotion period slightly decreased. The payment conversion rate of users browsing the details page has increased slightly, but the increase (+5%) is relatively limited. The coverage of various types of gameplay during the major promotion period is limited.
Suggestions:
- Competitors' payment UV during the major promotion period mainly consists of 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 major promotion period. Strengthen the accuracy of delivery and gameplay reach, guide users to increase the proportion of revisits, optimize the strategy of receiving flow users, and improve conversion rates.
- Use specific channels to attract users or optimize the display of more attractive products through recommendation algorithms to increase user visit depth. The core gameplay during the major promotion period can increase user repurchase, but the audience reached is limited (about 5%). It is recommended to cooperate with merchants to promote gameplay with wider coverage and relatively low subsidy, and improve overall conversion.