Rebirth in a Perfect Era Chapter 921: Street to death
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The Li Mu crushing sniper made the entire Boss Ma extremely decadent. although has already announced the death penalty to LeTao in his heart, but it is impossible for him to surrender without fighting, so for dignity, In order to be an investor or a team, in any case, he still has to fight this battle. Even if the strength is very different, he will not admit defeat in advance.
At 8 o'clock in the morning, Boss Ma has arrived at the company, and can't wait to get all the data from the LeTao network for the past 12 hours from the technician on duty last night. Candidates with the same grades.
Boss Ma is also very clear, no matter how the internet industry develops, "data" is the most authentic and core reference standard in the internet industry.
For example: How to measure the strength of an information type website? The most basic is that these three data can basically represent everything, depending on the number of daily independent users, page views per capita, and average user access time.
The daily independent users represent website traffic, which is the most basic data and represents the user base of website;
The number of page views per capita represents the quality of website content. If the number of page views per capita of a website is 5, and the other website is 10, then there is no doubt that the content quality of the latter website is much better than the former. Not to mention, the number of page views per capita must be much higher than that of website, the reason is very simple, and the content quality must be better.
Average user access time represents the user viscosity of website. The higher the average access time, the higher the loyalty of the user. Such website is easier to convert users, such as 'Youku' users use 'Youku' daily It must be a lot longer than KuLiu users' use of KuLiu. The strength of the two websites is far from each other.
If Boss Ma wants to know the promotion effect of the LeTao network in the next eight days, wants to estimate the order volume and transaction volume of the 929LeTao big promotion, and wants to predict the future development potential of the entire LeTao, he must first have an objective data as a reference standard This data is the performance of the 12-hour data from the promotion started at 8 o'clock last night to 8 o'clock this morning.
What makes Boss Ma despair is that the data of the LeTao network in the past 12 hours has been bleak far below his minimum expectations!
In the first 12 hours after LeTao went online, the number of newly registered users was only 13,000 ...
The goal of LeTao is to increase the number of registered users by 8 million within eight days. The average daily target is one million registered users!
12 hours have passed, and the number of new users is only 13,000, not even the estimated 2%! ! !
As for the visiting users, there are about 400,000, which is equivalent to one person in every 30 visiting users register.
This data is so sad that the listener is sad and the tears are heard.
Advertising budget of more than 2 million a day, converted to 12 hours, is one million RMB!
One million RMB advertisements were placed in the densely populated areas of East China and South China. Last night, they pushed a round at 8 o'clock and 10 o'clock at last. According to the ratings, they can reach at least tens of millions of people, but the results are only regional 400,000 people visited, this data is really terrible!
According to this data, in the past 12 hours, the investment of LeTao1 million was only exchanged for 400,000 visits, which is equivalent to the cost of one visitor, up to 2.5 yuan!
The cost of acquiring a registered user number exceeds 75 yuan.
1 million voted! There are 13,000 users! This cost is so staggering! This unit price is converted, and the promotion cost of an APPdownload(ing) user is more than ten times higher than that of the mobile internet era. In today's world, this data is almost dead!
Boss Ma looks at the entire data, and the whole person is in a deep despair. This despair is stronger than at any time before. This dismal data means that he has wasted a lot of money, and these The money is not your own, but the investor ’s. After seeing this data, investors will definitely be disappointed with LeTao and even with themselves!
The almost violent Boss Ma immediately notified all core employees of the meeting, including Amazon representative Yang Weilian who had not yet arrived at the company.
At nine o'clock, he displayed the data of the past 12 hours without reservation in the presence of core employees and Yang Weilian and Li Guoqing.
400,000 visiting users and 13,000 registered users, the promotion cost of a single visiting user is 2.5 yuan RMB, and the cost of a single registered user is 76 yuan ...
Such tragic data is like a street to death. Just saying such a high user acquisition cost, what do you have to sell to earn it?
After seeing this data, all the staff of LeTao also collapsed. Even the Amazon executive Yang Weilian who always advocates increasing investment in promotion and running Boss Ma without any previous arrogance, the whole person fell into deep fear. .
Facts have proved that fortunately, Boss Ma has not listened to its increased investment in promotion, otherwise it will use this conversion rate, not to mention two million USD, even if it is 20 million USD, it must be kneeling, and kneeling worse.
If such a tragic conversion rate is really because of the additional advertising investment, then I will have to bear the blame for Boss Ma. Fortunately, this China brothers did not take care of myself, otherwise ...
All in all, for Yang Weilian, this is really a lucky luck.
Almost a little suspicious in life Boss Ma faced so many people, forced himself to calm down, put aside all negative emotions, and led everyone to carefully analyze the key points in it.
The pale and obviously lacking blood color Boss Ma writes down several key indicators on the blackboard: display exposure, conversion visits, and conversion users.
Afterwards, Boss Ma strongly boosted morale, saying: "First of all, it is certain that Taobao cannot affect the exposure of our ads, that is to say, we did two rounds of promotion in prime time last night. , The display base is very huge, it is conservatively estimated that at least 30 million people have seen our advertisement, is this beyond doubt? "
Everyone nodded.
It is true that Li Mu can affect the conversion effect after the display, but it cannot affect the amount of display. Two rounds of promotion during the prime time last night, the amount of display must be tens of millions.
Boss Ma gritted his teeth at this time and said, "Under the premise that the exposure of the impression is sufficient, why is the conversion traffic so low? The result of my analysis is: 50% of the reason is that the **** Taobao ad has been chasing As we fight, in each TV Station, their advertising time is no more than ten minutes away from us! And the star lineup is strong, and the advertising exposure time is longer. After reading our advertising, users will see the Taobao advertisement, which will affect our advertising. The impression will definitely be greatly reduced, so the display exposure although is large, but by Taobao such a shame, our low number of visitors is sure! "
Speaking of this, Boss Ma said angrily: "When we heard that Muye Science and Technology was booking promotion resources everywhere, we thought they were taking the opportunity to push Muye Science and Technology, didn't expect Li Mu, so insidiously playing, Muye Science and Technology scheduled advertising The resources are all for Taobao! "
The words Boss Ma aroused everyone's anger at once!
Yes! Oh shit!
Everyone has received news that Muye Science and Technology is using a very large amount of handwriting to book promotion resources nationwide, but at that time Muye Science and Technology developed rapidly overseas, Li Mu because Muye Science and Technology and YY are in full swing, Muye Science and Technology came out to book promotion resources, everyone thought it was For personal use, but didn't expect, Li Mu was already aiming at LeTao at that time! It's hateful!
After everyone yelled, Boss Ma said with a black face: "In addition, there is another important reason, because the advertising words of Taobao are too sloppy! Almost LeTao world, all in Taobao. It just happened to bring the word LeTao into it! Once our ad came out, he kept up with it and repeated the words like a brainwashing star, in order to wash our ads in the subconscious mind of users. Impression! I have lived for so many years, and it is the first time I have used such a dirty competition to openly compete! "
The people at LeTao are now one-hearted and hateful, so basically what Boss Ma said, they all feel that when it comes to their own hearts, it seems that everything is Taobao stumbling on them and deliberately fighting against them, but this group People did not think about it. They are preparing for LeTao and preparing for promotional activities. They are also tripping for Li Mu. It is them who declare war, Li Mu is just playing against it.
At this time, Boss Ma also said: "As for why our registered users are so low, it is also because the promotional interaction of Taobao is greater than our participation in brand, promotion scale, number of products and discounts. Of the 400,000 visiting users, certain Many users went to LeTao to see the details of our promotional activities, and then compared the details of the Taobao activities. We found that we are not as good as Taobao in all aspects, so we directly chose the Taobao promotional activities and abandoned us, so it is difficult to form registered user."
The acquisition cost of registered users is much higher than that of visiting users. The reason is that registration will cost users more behavioral costs. If they are not interested in website or have a need for website, most browsing users will not choose to become Registered users, once users find that the promotion of Taobao is more powerful after comparison, they will not pay any attention to LeTao anymore, let alone register.
The competition for products of the same type is often so fierce, because users are often doing the multiple choice question of two choices. If they choose product A, the vast majority will give up product B unless product B has some more detailed vertical aspects. Advantage, otherwise there is almost no room for survival. For example, under the premise of WeChat is so powerful, anyone who makes the second WeChat will die without doubt, unless you choose a vertical subdivision field to develop fully, let it compete with WeChat, it seems like Momo, if Momo did not focus on "about P" as a selling point, he would have died more than 10,000 times.
At the moment, compared to the two websites Taobao and LeTao, LeTao is completely inferior to Taobao. It is not only worse than Taobao in all aspects, but also does not make any surprises with Taobao. It has some, Taobao Yes, and it is far stronger than it. Even Taobao has many things that LeTao does not have. In this case, LeTao has no chance of winning!
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