Double eleven festival atmosphere has become increasingly intense, coupons have become an absolute key word, in the past two weeks have been doing coupon demand, from the initial ignorance to the establishment of a preliminary coupon framework structure, all the way is bumpy. So today I’m going to summarize the input and output it.
Create coupons
Coupon is a combination of rules, creating coupons is the first step of coupon system design, mainly consists of the following parts: basic information, preferential type, scope of use, period of validity, etc..
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Basic information includes the name of the coupon, the number of coupons to be issued, whether the coupon can be superimposed, the number of coupons to be received per person, whether it can be used together with other promotions (preferential priority), and the rules of use, etc.
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Preferential type
The type of discount should be designed according to the actual situation of the company and user groups, mainly including full discount, immediate discount, discount coupon or coupon code. Full reduction, immediate reduction and discount coupons are private vouchers and can only be used by individual accounts. Coupon codes are common coupons for users who have a coupon code and redeem.
- Using range
Type of users using coupons, type of products using coupons, and type of orders. User type generally refers to whether to distinguish new and old users, different levels of users; Commodity type refers to which regions and categories of commodities can be used; Order type refers to how many yuan can be used and how many pieces can be used when the order is full.
- The period of validity
There are two kinds of validity period:
One is a fixed period of validity, set a period of time; Another kind is to set an effective number, for example: 30 days, from the day that get commonly effective inside 30 days. In most cases, the second option is chosen to increase the sense of urgency and motivate users to place orders. Due to the amount involved, the coupon usually needs financial approval, after which the coupon ID is generated. At this point, the basic rules of coupons are roughly sorted out. Of course, these are only the most basic rules, specific and actual business combined.
The coupon created is just a combination of rules, usually with an active page. The activity page can be placed on a coupon, or more, depending on the specific business needs.
Activities usually include basic activity information and sharing Settings.
- The basic information
Including activity name, activity time, activity picture, activity status and activity rules, etc.
The pictures that need to be uploaded on the active page are strongly related to the designer’s design. If the active page is 100% customized by the user, a customized configuration page needs to be developed. If only the active header and active rule sections are custom, you need to upload the active header and active rule images (usually designed by the UI).
The coupon area is usually styled in the development environment because it involves a “use it now” link jump (from the URL jump path when creating the coupon), but the text, font, color, and so on can be modified. If the coupon needs the user to click “get”, it also needs to get a successful page.
Activity status can be divided into not started, in progress, and ended. The active status of a list page is different from that of a new page. The status of a list page is determined by the “online” or “offline” of the new page and the active time.
It should be noted that the coupons that have been issued can be used normally as long as the coupons are still valid, even if the corresponding activities have ended.
Example design:
Example design:
Example design:
At this point, the activity associated coupons are completed, and then we talk about coupon delivery and user use and other links. Three, coupons
There are many ways for users to obtain coupons, mainly including the following:
Beginner registration: On many apps, users get a voucher for new sign-ups, which is used to facilitate the conversion of orders to new users. Member receive: similar to hungry, become a member of the monthly enjoy 20 yuan no threshold red envelope. Invitation coupons: how much value of coupons can you get if you invite friends. Coupons for activities: coupons will be issued to users in the form of activity pages for legal holidays or special festivals, such as the promotion festival of Double Eleven (coupons in my charge will be issued in this form). Coupon sharing: Similar to Me, users will share the coupon in moments or wechat friends after finishing the order, and other users will click to receive it. Active trigger: Inform users that coupons are delivered by SMS, and the SMS can be attached with preferential product links to facilitate conversion, or use the way of push to remind users. Note that issuing coupons in this way can be intrusive to users, so pay attention to the frequency and timing of issuing coupons. Active triggers are mostly used to stimulate retained users and wake up sleepy users. Iv. Claim by user
There are two ways for users to receive: direct and click to receive.
Direct collar refers to the user does not need to click the “get” button, enter the coupon page, the coupon will automatically fall to the personal account, that is, the system automatically issued, common in the event page or newly opened application scenarios. Click to claim, as the name implies, requires the user to click the “claim” button, the coupon will fall into the personal account. Claim is usually accompanied by a message notice, such as: SMS, wechat public number, so notice system and marketing system should also get through.
On the order filling page, the system will give the coupon with the largest denomination by default, and the coupon with the same amount will be used first. Users can also choose whether to use coupons or other coupons available. Note that: on the coupon list page, only the coupons that reach the total price of the current order can be used. Other coupons that cannot be used are left blank and cannot be selected. They are displayed at the back.
Example design:
Coupon refund depends on the specific scenario, there are generally the following:
If the user orders without payment, cancel the order, the coupon can be refunded; In the case of unfinished orders, merchants can initiate a refund operation, and the coupons can be refunded; Users will apply for a refund after placing an order and paying, and the coupon will not be returned. 7. Data analysis
Data analysis is the data statistics of users receiving and using coupons, so as to check the effect of activities. What is the cost and what is the conversion rate?
The following statistical dimensions are provided for reference only:
Receiving rate: total number of coupons received/total number of coupons issued; Usage rate: total amount of coupons used/total amount of coupons received; Total amount of discount: The total amount of discount using the coupon; Total coupon transaction amount: the total amount paid by the order using the coupon; Total discount amount: the total number of paid orders using the coupon; Cost-benefit ratio: total amount of discount/total transaction amount of coupon; Unit price of coupon pen: total transaction amount of coupon/total number of payment orders using this coupon; Number of new users: the number of users marked as new users/total number of users who received coupons. The status of the coupon can be divided into: to be used, used, expired and cancelled.
After the user receives the coupon, the coupon is in the state of waiting for use; The status changes to used after using the coupon successfully; The status of the coupon not used within the validity period becomes expired; The refund coupon status is cancelled. Example design:
As you can see, under each of these prototypes I mentioned that it depends on the business. Because the starting point of any product design is business, is to solve business. While there is common ground between business and business, design without business makes no sense.
So all the prototypes in this article are for reference only and not for direct use, depending on the business of the company.