Mall Big Promotion Performance Analysis and Improvement Suggestions

The explosion coefficient of the mall's big promotion is lower than that of competitors, mainly due to differences in traffic and conversion rate explosions.
Traffic explosion: During the big promotion period, the UV explosion 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 big promotion, the conversion rate increases by 4%, which is 21pt lower than that of competitors. The proportion of users visiting the product detail page during the big promotion period slightly decreases. The payment conversion rate of users browsing details pages has increased, but the increase (+5%) is relatively limited. The coverage of various play methods during the big promotion period is limited.
Suggestions:
- During the big promotion period, the payment UV of competitors mainly comes from users who pay within 30 days, with high activity and stickiness. The mall needs to strengthen the operation of active users and improve the explosion during the big promotion period. Strengthen the accuracy of advertising and touch the play method to guide the increase in the proportion of repeat visits by users, optimize the strategy for accepting traffic users, and improve conversion rates.
- Through specific channels, attract and accept or optimize the display of more attractive products through recommendation algorithms to increase user visit depth. The core play during the big promotion period can increase user return and repurchase, but the audience reached is limited (about 5%). It is recommended to work with merchants to promote play methods with wider coverage and relatively low subsidies, thereby improving overall conversion.