Chapter 921

Li Mu's crushing sniping made Boss Ma extremely decadent. Although he had already announced the death penalty to Letao in his heart, it was impossible for him to surrender without a fight. Whether it is for investors or for the sake of the team, in any case, he still has to fight in this battle, and even if the strength is disparate, he will not admit defeat in advance.

At eight o'clock in the morning, Boss Ma had already arrived at the company. He couldn't wait to get all the data of Le Tao.com in the past 12 hours from the technician who was on duty last night. the same as students.

Boss Ma is also very clear that no matter how the Internet industry develops, "data" is the most real and core reference standard for the Internet industry.

For example: how to measure the strength of an information website? The most basic thing is to look at the daily unique visitors, the per capita page views, and the average user visit time. These three data can basically represent everything.

Daily independent users represent website traffic, which is the most basic data and represents the user base of the website;

Page views per capita represent the quality of website content. If one website has 5 page views per visit and another website is 10, then there is no doubt that the content quality of the latter website is much better than the former, regardless of traffic. The number of page views per capita is definitely much higher than that of small brands. The reason is very simple. The quality of the content is definitely higher.

The average user visit time represents the user viscosity of the website. The higher the average visit time, the higher the loyalty of users. If such a website wants to convert users, it will be easier. For example, Youku users use Youku every day. Kuliu users spend much longer on Kuliu, and the strengths of the two websites are far from each other.

If Boss Ma wants to know the promotion effect of Letao.com in the next eight days, wants to estimate the order volume and transaction volume of the 929 Letao promotion, and wants to predict the development potential of the entire Letao in the future, he must first have an objective data as The reference standard, this data, is the 12-hour data performance from 8:00 last night to 8:00 this morning.

To the despair of Boss Ma, in the past 12 hours, the data of Le Tao.com has been bleak and far below his minimum expectations!

In the first 12 hours of Letao's launch, the number of newly registered users was only 13,000...

Letao's goal is to increase eight million registered users within eight days, and the average daily goal is one million registered users!

After 12 hours, the number of new users was only 13,000, not even the expected 2%! ! !

As for the visiting users, there are about 400,000, which is equivalent to only one registration for every 30 visiting users.

This data is so tragic that the listeners are sad and the listeners cry.

The advertising budget of more than two million a day, converted into 12 hours, is one million yuan!

An advertisement of 1 million RMB was placed in the densely populated East China and South China. It was pushed one round at 8 o'clock and 10 o'clock last night. According to the audience rating, it could cover at least tens of millions of people, but only 400,000 people. Visit, this data is really miserable!

According to this data, in the past 12 hours, Letao's 1 million investment was only exchanged for 400,000 visits, which is equivalent to the cost of exchanging one visiting user, which is as high as 2.5 yuan!

The cost of acquiring a registered user number exceeds 75 yuan.

1 million voted! 13,000 users are here! The cost is staggeringly high! This unit price is more than ten times higher than that of the era of mobile Internet fighting. The promotion cost of an APP download user is more than ten times higher. Today, this data is simply dead on the street!

After reading the entire data, Boss Ma fell into a deep despair. This despair is stronger than ever before. This dismal data,

It means that I wasted a huge amount of money, and this money is not my own, but the investor's. After seeing this data, the investor will definitely be disappointed with Letao and even himself!

Boss Ma, who was about to go berserk, immediately notified all core employees of a meeting, including Amazon representative William Yang, who had not yet arrived at the company.

At exactly nine o'clock, he showed the data of the past 12 hours without reservation in front of core employees, as well as Yang William and Li Guoqing.

400,000 visiting users, 13,000 registered users, the promotion cost of a single visiting user is 2.5 yuan, and the cost of a single registered user is 76 yuan...

With such a miserable data, it's a dead end. Just talking about such a high user acquisition cost, what do you have to sell to earn it back?

All the employees of Letao also collapsed after seeing this data. Even Yang William, an Amazon executive who has always advocated increasing investment in promotion and running on the horse boss, lost his previous arrogance, and the whole person fell into deep fear. .

Facts have proved that, fortunately, Boss Ma did not listen to his increased investment in promotion. Otherwise, at this conversion rate, let alone two million US dollars, even if it is 20 million US dollars, he must kneel, and kneeling is even worse.

Such a miserable conversion rate, if it is really because of my additional advertising investment, then I will take the blame for Boss Ma. Fortunately, this Huaxia buddy ignored him, otherwise...

All in all, for William Yang, this is really a blessing in a misfortune.

In front of so many people, Boss Ma, who was almost skeptical, forced himself to calm down, put aside all negative emotions, and led everyone to carefully analyze each key point.

Boss Ma, who was pale and obviously lacked in blood, wrote down several key indicators on the blackboard: the number of impressions, the number of converted visits, and the number of converted users.

Afterwards, Boss Ma boosted his morale and said: "First of all, we can confirm that Taobao will not affect the exposure of our advertisements in any case. The base is very large, and it is conservatively estimated that at least 30 million people have seen our advertisements, which is beyond doubt?"

Everyone nodded.

Indeed, what Li Mu can affect is the conversion effect after the display, but it cannot affect the number of impressions. Last night, there were two rounds of promotion during the prime time, and the number of impressions must be in the tens of millions.

At this time, Boss Ma gritted his teeth and said, "On the premise that the display exposure is guaranteed enough, why is the conversion traffic so low? The result of my analysis is: 50% of the reasons are that the damn Taobao ads have been chasing us. Hit, in various TV stations, their advertisements are within ten minutes of our time difference! Moreover, the star lineup is strong, and the advertisement exposure time is longer. After watching our advertisements, and then seeing Taobao's advertisements, the impression of our advertisements must be certain. It will be greatly weakened, so although the exposure of the display is large, it is certain that our number of visiting users is low!

Speaking of this, Boss Ma said angrily: "Before we heard that Muye Technology was booking promotion resources everywhere, we thought they were taking the opportunity to promote Muye Technology, but we didn't expect Li Mu to play such a sinister game. The reserved advertising resources are all for Taobao!"

Boss Ma's words suddenly aroused everyone's anger!

yes! Oh shit!

At the beginning, everyone received news that Muye Technology was using a very large scale to book promotion resources nationwide, but at that time Muye Technology was developing rapidly overseas. Li Mu, because Muye Technology and YY were in full swing, Muye Technology came out to book promotion resources, everyone thought that It was for personal use, but I didn't expect that Li Mu was already looking at Le Tao at that time! Simply hateful!

After everyone scolded for a while, Boss Ma said with a dark face: "In addition, there is another important reason, that Taobao's advertising words are too dirty! Happy Taobao, all in Taobao. The word "Le Tao" was brought in! As soon as our advertisement came out, his advertisement kept up, and the star repeated this sentence like brainwashing, in order to wash the user's subconscious mind that our advertisement just left them. I have lived for so many years, and it is the first time that I have used such a filthy competitive method to compete openly!"

At present, the people of Letao are united and have the same hatred, so basically what Boss Ma said, they all felt that when they spoke to their hearts, it seemed that everything was because Taobao was stumbling them and deliberately launched a propaganda war against them, but these people did not It never occurred to them that their preparations for Le Tao and promotional activities were themselves stumbling blocks for Li Mu. It was them who declared war, and Li Mu was just fighting it.

At this time, Boss Ma added: "As for why the number of registered users is so low, it is also because Taobao's promotional interaction is larger than ours in terms of participating brands, promotion scale, quantity of products, and discounts. Among the 400,000 visiting users, There must be many users who went to Letao to see the details of our promotions, and then compared the details of Taobao's activities, and found that we were inferior to Taobao in all aspects, so they directly chose Taobao's promotions and gave up on us, so it was very good. It is difficult to form registered users.”

The acquisition cost of registered users is much higher than that of visiting users. The reason is that registration costs users more behavioral costs. If they are not interested in the website, or have a rigid need for the website, most browsing users will not choose to become registered users. Once users find that Taobao's promotions are more powerful after comparison, 90% of them will no longer pay any attention to Letao, let alone sign up.

The competition of products of the same type is often so fierce, because users are often doing multiple-choice questions. If they choose product A, most of them will give up product B, unless product B has advantages in some more detailed vertical aspects. Otherwise, it is almost impossible to have a living space. For example, under the premise that WeChat is so powerful, whoever becomes the second WeChat will surely die, unless one chooses a vertical segment to develop fully and let it compete with WeChat in a differentiated way, just like Momo. , if Momo hadn't focused on "making appointments" as a selling point, he would have died more than 10,000 times.

At present, compared to the two websites Taobao and Letao, Letao is completely a poor copy of Taobao. It is not only much worse than Taobao in all aspects, but also does not have any surprises with Taobao. Yes, and it is far stronger than it, and even Taobao has a lot that Le Tao does not have. In this case, Le Tao has no chance of winning!

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