Mall Big Promotion Performance Analysis: Why Conversion Lags Behind Competitors

The explosion coefficient of the mall's big promotion is lower than that of competitors, mainly due to differences in traffic explosion and conversion rate explosion. During the big promotion period, the UV explosion was not significant, with only an 11% increase in total UV and a 5% increase in paying UV. The proportion of paying users within 30 days was significantly lower than that of competitors.

In terms of depth of visit and conversion, the conversion rate increased by 4% during the big promotion, which was 21pt lower than that of competitors. The proportion of users visiting product details pages during the big promotion period was slightly lower, but the conversion rate of users browsing details pages increased slightly, with a limited increase of 5%. The coverage of various types of gameplay during the big promotion period was limited.

Suggestions:

• During the big promotion period, the paying UV of competitors mainly consists of users who pay within 30 days, with high activity and stickiness. The mall needs to strengthen its operation of active users and improve the explosion during the big promotion period. Strengthen the accuracy of advertising placement and gameplay reach, guide users to increase their revisiting ratio, optimize the strategy for attracting flow users, and increase conversion rates.
• Through specific channels to attract and recommend optimization algorithms to display more attractive products, increase the depth of user visits. The core gameplay during the big promotion period can increase user repurchase, but the audience reached is limited (about 5%). It is recommended to work with merchants to promote gameplay with wider audience coverage and relatively low subsidies to improve overall conversion.