很多企业或者电商平台，想方设法，亦或通过第三方平台，给自己的网站导入尽可能多的流量，比如通过SEO优化、社会化营销以及广告展示。

但，很多公司都会遇到同样一个问题，“当一个新用户访问网站时，我们应该做些什么？”举个例子，我们知道，超过96%的用户在他们浏览网页后，放弃了继续购买而直接离开。经过分析，用户放弃购买离开的原因是他们在Landing page（着陆页）找不到他们想要的商品。这时候，作为商家，我们该怎么办？

本期，Morketing对话全球消费者管理服务公司Ve Interactive亚太区总裁Charles，他说，对于放弃购买的新用户，可以通过营销手段挽回。Ve致力于为全球电商公司提升用户转化率，每天追踪将近1.2亿万次的网购用户购买过程，挽回全球将近15%的网购消费者。

Ve Interactive亚太区总裁Charles Allard

Morketing：这两年，在中国跨境电商发展势头比较猛，您怎么看待中国的市场和全球市场？比如潜力、差异点、商家。

Charles：如今，中国的电子商务市场已经取得了国际声誉，阿里巴巴已经像Facebook和Google一样知名。中国人已经远远超前并且加强了网购的便利与高效，中国在2016年可能会有将近6亿的网购消费者。但是相对来说，基础设施、仓库以及供应链管理还很落后。当然腾讯和京东也创建了自己的物流网络，所以在某些方面这个市场在国际中处于领先位置，然而在另一方面又相对来说较落后。

Morketing：Ve有没有调查过，目前电商的获客成本情况如何？他们在客户价值挖掘上欠缺什么？

Charles：现在很多公司都在用大数据，我们也一样，集成了很多用户信息。我们可以看到，现在很多第三方平台已经开始设计如何为网站带去更多的流量，包括像SEO优化以及广告展现都非常有竞争力并且可以让更多的用户访问网站。但是很多公司都会问同样一个问题，“当一个新用户访问网站时我们应该做些什么？”举个例子，我们知道，超过96%的用户会在他们浏览网页后放弃继续购买而离开，他们点击但是离开，用户经常会放弃并且离开是因为他们在Landing page找不到他们想要的商品。

因此，Ve观察到这个问题，并且设计了一系列产品去帮助他们的用户找到他们想要的产品。我们利用一个搜索引擎优化工具在Landing page上推送关联推荐。我们在消费者需要的时候帮助他们，而不是去抓住客户，我们希望能够让用户购物变得更加愉快。

Morketing：在Ve看来，访客找回的价值空间有多大？一个电商值得大概百分之多少的预算投入到这块去？

Charles：商户不需要花很多钱去提供用户购物体验以及增加销售额。我们有两个要点需要考虑：1）当一个潜在用户在你的网站上时； 2）当一个潜在用户离开你的网站时。当客户在你的网站上时，Ve Interactive的产品将建立会在零风险的CPA/CPS的基础上收费（当Ve帮你挽回订单时，你只要支付一定比例的佣金）。当用户离开网站时，商户需支付一定的费用通过广告再营销挽回用户，这部分的费用就取决于网站的大小以及客单价的多少。

如果你的品牌知名度相对来说不是非常高，那么ROI会相对来说比较低，大概在1.5倍左右（也就是说，你在广告上花1块钱，可以获得1.5元的回报）；但是，如果你有一个不错的网站，并且流量也很高，那么ROI可以到4-6倍左右。另外，如果你结合所有的Ve apps一起用，效果可以达到翻倍，并且也不会重复计费。

Morketing：Ve给客户的访客找回方案，从消费者角度看，沿着怎样的一套消费行为轨迹进行的？然后进行了怎样的有针对性的找回手段？

Charles：大家都知道网站和实体店最本质的区别，就是在实体店，消费者可以有一个更有趣的体验，会有很多现成的颜色和款式供你挑选，也会有很多的销售助理或者导购带你去选择你想要买的商品，比如说，你想为假期选购一双漂亮的鞋子。Ve的产品就类似于一个商店的导购，我们其中一个应用可以推荐相关产品给用户并且帮助用户再搜索产品库里面的商品。如有需要的话，我们甚至可以帮我们的客户建立product feed，我们的其他应用也有非常强大的过滤功能，你可以针对不同的用户推送不同的产品（就像销售货架一样），也可以推送一些优惠券给那些来到网站却未完成购买的用户。

消费者行为轨迹&Ve对应的广告工具

消费者常常不喜欢马上就做决定，我们其中一个产品，Ve contact，邮件再营销，通过捕捉消费者的邮箱地址，对那些购物车页面放弃的用户，推送一些他们已放进购物车但未进行下单的产品，让他们再继续完成购物。就像魔术一样，当所有你感兴趣的商品出现在你的邮件里面，用户将非常开心的看到，他们想要购买的一些东西。

邮件再营销

Morketing：能否详细说一下你们的每个访客找回方案，以及方案逻辑，这个过程中怎么分析和抓住消费者心理的？

Charles：我们其中的一个功能强大的产品 VeChat，是帮助网站传递一些重要的信息给消费者。每一个都是用来有效得刺激顾客继续购买，消费。

购物车访客找回案例

Morketing：在整个访客找回过程中，你们使用了怎样的广告技术手段以及大数据分析？

Charles：我们将网购消费者从浏览到下单的整个过程，称为 “网购旅程”。很多消费者在完成购买前会去到其他的网站浏览，通过广告再营销这个产品，我们可以在用户离开网站浏览其他网页的同时，在其他网站上展现广告。这是非常有效的Programmatic buying。“programmatic buying”是指我们针对用户的浏览行为去购买相对应的广告位。通过大数分析该网站的客户群体，包括性别、年龄、兴趣爱好等等。

然而，广告再营销在中国兴起的时间并不是很长，这是因为大多数的公司并不会共享他们的数据，腾讯最近刚刚共享了广点通DMP（数据管理平台）给第三方平台，这将会大大提升中国 “programmatic buying”的进程。在西方国家，已经将近有50%的线上广告实现了programmatic buying，但是在中国甚至还没有超过18%。

Ve后台

Morketing：目前，和Ve合作的客户有多少？大概是哪些行业的客户？

Charles：Ve在中国已经将近有500个客户，我们已经和中国最大的建站商Shopex达成合作，他们将会把Ve的产品作为shopex的一部分推给他们100，000左右的电商企业，同时，我们跟中国最大的外贸建站商也是非常好的战略合作关系。

近期，我们刚刚和Paypal达成了战略合作。中国将会是Ve全球越来越重要的一个市场。我们相信，成功的唯一路径，是和更多的中国当地的公司进行合作。我们的产品用于帮助电商公司成长并且获得更多的收益。我们只有帮客户赚到钱，Ve才能赚到钱，这是一种“双赢”的模式，所以我们的唯一目标就是帮助我的客户先获得成功。

Morketing：和你合作的客户，有没有发现他们的具有共性的痛点？您如何给他们提供建议？

Charles：我们在中国发现，电商网站的痛点，跟世界其他地区都一样。对新产品的不熟悉，以及对变化的不适应，是最大的痛点。有的客户会要求提升50%甚至100%的销售额，对于大多数的营销方法来说，这是不太可行的。

那些最好的客户会聘请一些非常优秀的精通网络营销的人才，将第三方的一些应用或者跟他们自身的发展结合起来去创造更好的用户体验。合理得去做一些营销规划对于最终的投资回报率非常重要。

Morketing：2015年Ve的核心战略和动作有哪些？未来有哪些计划？如何看待中国的数字营销市场？

Charles：因为中国的在线营销在近几年刚刚起步，仍然有很多需要去补足的地方。 最重要是模式的发展。举个例子，如果我在报纸上看到一个广告，然后去商店买东西，我们可以说是归因于广告的营销。但是在中国，在线营销并非如此。订单的判定规则几乎都是Post click。虽然这样会更加简单，但是对于展现非常有吸引力的广告给用户的广告主来说并不公平。 Post view非常容易被追踪，应该纳入中国的合作模式中。这将会有助于中国在线广告业的发展，对于电商网站来说也是一个非常好的工具。如果只考虑 Post Click将会导致更多恶意网站对消费者进行不必要的广告轰炸。

Morketing：很多外企在中国有水土不服的现象，Ve这边怎么克服的？能否以VE举例谈下营销公司如何进行本土化？

Charles：Ve已经在计划扩大中国的办公室以及员工来更好的服务客户。近期，将在全国不同地区增开5个办事处。未来很难预料，但是我们都知道中国的消费者非常得活跃，移动端已经占据了50%的流量，所以中国的消费者会随时随地出现在包括PC以及移动端，我们的产品也可以应用在移动端，我们已经做好准备，一刻不停的帮助我们的客户。Ve已经在筹备新的产品，帮助电商网站让他们的用户在社交平台上面实现共享，我们将会引领一种新的购物风潮。

每个行业都有不同的竞争者，当然Ve也有自己的竞争者，我们相信我们的产品能够更好的挽回流失的用户，并且提供一个更好的用户体验，但Ve最大的成功是我们那些当地的战略合作伙伴。

我第一次访问中国，是1979年，那时的我还是一个年轻的少年，收到了很多温暖友好的关照。我相信最好的回馈方式就是与当地的合作伙伴合作，必须为你所在的国家创造财富与价值，只有这样，你才能和当地的合作伙伴一样强大。Ve在中国有着非常多样化的团队，他们对于当地的电子商务有非常丰富的经验，为我们的客户以及整个社会作出了非常大的贡献。

英文版：

Morketing：In recent years, the cross-border e-commerce industry has beenbooming and developed very quickly in China, what do you think of China marketand global market for this industry in different aspects such as potential, thedifference and the merchants.

Charles: The Chinese eCommerce market hasachieved international fame. Alibaba is now as well-known as Facebook orGoogle. The Chinese have raced ahead and embraced the convenience andefficiency of online so much that there might be 600 million shoppers by2016. But the infrastructure, warehouses and supply chain management, ismuch farther behind. Tencent and Jindong are forced to build their own networks. So we can see that in some ways the market is ahead of the internationalmarkets. However in some ways it is behind.

Morketing： Did Ve ever do the research about the cost of acquiring a new userfor those e-commence websites? In your opinion, what they really need toimprove for mining their users' potential value? Most of the e-commencemerchants have realized to engage their potential users, and they will usetheir own way to improve abandonment rate, what do you think they are doing?

Charles: Like many companies that use big data,we have gathered much information on clients. We can see that the muchthird party business until now has been designed to drive traffic towebsites. SEO optimization and advertising on the web is quite advancedand very competitive and can make people visit sites. But few companieshave asked the question, “What do we do when a customer comes to oursite?” For example, we know that up to 96% of people will abandon afterviewing the landing page. They click and leave. Customers oftenleave because they cannot find what they are looking for on the landingpage.

We have designed a product thatallows customers to find what they are looking and offer recommendations usinga small search tool that appears on the landing page. This is aboutcustomer engagement and helping the customer, not about grabbingcustomers. We want to make the shopping enjoyable.

Morketing：As to Ve, what’s the value of engaging those users who leave withoutpurchase? What's the percentage of their budget do the merchants need for thispart?

Charles：Merchant’s do not need to spenda lot to improve the customers experience and increase sales. There aretwo main points to consider: when a potential customer is on your siteand when a potential customer leaves your site. When the customer is on site,Ve Interactive’s products work on a no-risk CPA basis (you only pay when wedeliver revenue). When they are off site, the merchant needs to spendmoney to retarget clients. The budget for retargeting depends on manyfactors such as the volume of your business and the size of each sale.

If your brand is not very wellknown your ROI may be as low as 1.5x your spend (1.5 yuan in revenue gained foreach Yuan spent on advertising). But if you have a good site and somereasonable traffic you can achieve and ROI of 4-6x. The importantconsideration is to make sure your one site and off site applications worktogether so you are not charged twice for the same customer!

Morketing：As to an online shopping customer, what's the concept of Ve solutionfor improving abandonment rate regarding the customer journey? And what vewould do in specific steps to let the consumers come back and keep buying?

Charles：In a physical store you can havea very fun experience. There will be exciting colors and sales in certainparts of the stores. There will be sales representatives and salesassistants to help you find what you are looking for, a nice pair of shoes orthe best holiday. Ve’s products work just like a sales assistant. We have an application that can make recommendations and help you search thestore’s inventory. We can even help a merchant build a product feed ifthey need it. Our other applications have very powerful criteria filtersthat you can use to make special offers (just like sales racks) or promotionsto visiting customers at the time when they are most likely to leave thestore. This will bring clients make and give them a happy shoppingexperience.

Often time customers do not wantto decide right away. One of our products, Ve Contact, helps when the customerto abandon the shopping cart. Because we capture all the information wecan send the shopping cart/basket to the customer for completion later. It is almost like magic when the products appear in an email and thismakes customers happy to remember what they were thinking of buying.

Morketing：Can you tell us the details of Ve solution, and the logic of thescenario, How does it analysis and catch the consumer psychology?

Charles：One example of a powerfulproduct is criteria filtered Ve Chat. Because we work with the merchantwe can deliver very specific messages to the client. For example you cansee two pictures of our VeChat. Each is designed to capture the excitement of adifferent client.

Morketing：What kind of advertising technology and big data analytics do youuse in the whole process of consumer retargeting solution?

Charles：We view the process of customersengagement as a journey. But some customers like to travel to otherplaces before finishing their journey. With retargeting we can show themthe products while they are visiting another site. This is most effectiveusing programmatic buying. When we say “programmatic buying” we meanbuying ad space that will be seen by individual customers. Big Data meansthat we can target urban or rural, women or men, rich or aspiring. Wehave to work with the client to target the clients they are most interestedin.

However, retargeting in China isstill just beginning. This is because most companies that have the dataon individual customers do not share their data leading to a fragmented andsmall pool of data. Tenecent has recently opened its DMP to third partieswhich may provide the necessary boost to programmatic buying in China. Currently almost ½ of all on line advertising in the West is doneprogrammatically however in China this is not even 18%.

Morketing：How many cooperative clients do Ve have so far? Which industry arethey?

Charles：Ve is running over 500applications in China. We have partnered with Shopex to introduce ourproducts to over 100,000 of their eCommerce customers. And we also have verygood relationship with Mazentop – the biggest export ecommerce website builderin China.

Besides, we have been approvedas a partner for Paypal recently. China is our most important market andwe believe the only way to succeed is to partner with local Chinesefirms. Our business is designed to help merchants grow and benefitsociety. Because we only make money when our clients make money, we haveto make our clients successful first.

Morketing：Did you find any weaknesses in common among your cooperativeclients? Do you have any suggestions for them?

Charles：The weakness we find in China isthe same as in the rest of the world. The unfamiliarity with new productsand the pace of change. Some clients have asked for increases in sales of50 or 100%. This is not possible for most campaigns.

The best clients have hired verygood digital planners who take the best third party applications and combinethem with their own development and create a good customer experience. Planning a campaign and being realistic about how much return you can earn areimportant.

Morketing：What’s Ve’s key strategy and action in 2015? Any plan for thefuture? What do you think of China’s digital marketing industry?

Charles：Because the digital space inChina is only just started there are many gaps that need to be filled. The most important is the development of attribution models. Forexample if I see an advertisement in a newspaper and go to a shop to buysomething, we can say the advertisement had some impact. But currently inChina, online this is not the case. The online attribution models arealmost all post click. Although this seems easiest, it is unfair to theadvertisers who can show a client a very exciting creative. Post-view iseasily tracked and should be a incorporated into the attribution models inChina. This will help the development of better advertising but also thedevelopment of better tools for merchants. Post click alone will only result inmore spoof sites and needless bombardment of customers.

Morketing：Most of the foreign companies are not very adaptable in China, how doesVe overcome? Can you take the Ve as example and tell us how does a foreigndigital marketing company proceed localization well in China?

Charles：Ve is planning to increase ourstaff and offices in China to better support our clients. We have anoffice in Shanghai at the moment but we also need to be near our customers withoffices in Beijing, Shenzhen, Hangzhou, Tianjin and Chengdu. The futureis always hard to predict. But we know that Chinese shoppers are veryengaged and very social. Mobile provides about ½ of all traffic in Chinaand it is essential to engage Chinese shoppers where they are – online and onmobile. Our applications work on mobile and we are well positioned tohelp clients but we are not resting. We are getting ready to launch newproducts will allow merchants to reward the most social customers who sharetheir shopping and experiences with other. We are creating a new type ofsocial shopping that can shape the trends and fashion.

There are competitors in manyindustries, and Ve has competitors as well. We believe that our productsare better at engaging clients and provide a superior custom made experience,but Ve’s most important success is our many local partners.

I first visited China in 1979 asa young teenager and was greeted by many warm and friendly people. Ibelieve the best way to return the kindness I received is to work in harmonywith local partners. You must create value and wealth in the country youwork in and foreign companies can only be as strong as their localpartners. Ve has created a very dynamic team in China who are experiencedwith local eCommerce but we serve the society as well as our customers.