行内很多人都非常关注社区与电子商务的结合，也有很多B2C尝试做自己的社区/BBS，大多数都属于（社区）经营濒临倒闭的状态，效果并不算理想。很多人也疑惑：B2C是否需要运营自己的社区？需要运营什么样的社区？怎么样去运营？在中国这一领域的确没有什么成功的先例，我们在运营唯伊网的实践过程中，对此积累了一些经验和教训，和大家在此进行分享。

1. B2C为什么需要社区？

社区有很多点B2C先天不足的优势：

• 用户忠诚度和粘性：用户对社区平台的依赖，用户粘性非常强；
• SEO/流量：有内容结构，便于SEO，好的内容也吸引流量；
• 重复购买：用户经常来逛社区，她买东西自然是而然的事，重复购买也是自然而然的事；
• 口碑分享：通过购买者真实的口碑分享是最有效的营销方式，社区可以体现得淋漓尽致；
• 降低营销成本：社区获取流量的成本比B2C低很多很多，适合的Marketing策略，导入足够多的流量不成问题；

还有很多理由…… 所以，顺理成章，大家觉得B2C是非常需要和社区结合的，但是，事情并不像大家想象的那么简单。

2. B2C为什么难以做社区？

中国有多少运营成功的社区？有多少专业人士，专家投身于此，但无疾而终？运营一个社区需要多长时间才能成功？从一个广义的角度讲：B2C做不了社区（我们通常理解的社区），以上几个问题足以说明。

• 做社区比做B2C难很多，没有运营高手，基本没戏；
• 做B2C快一点1年可见成效，做社区3年未必见成果，时间是B2C耗不起的；
• 如果社区做起来了，对B2C销售没有用，全都白做了。

做社区需要的是人和方法，事实证明：光有钱未必能做起来社区。

3. B2C需要什么样的社区？

这是我讲的要点，B2C的目标是卖货，所以B2C的社区的目标是一致的，促进卖货，包括且不局限：促进销售、提高客单价、口碑传播、重复购买、提高转化率等等。如果B2C的社区不能实现如上目标，建议重新调整或砍掉，从财务投资者的角度看，如果社区不能对B2C的增长有所帮助，对社区的投入就是毫无意义。如果CEO能超越财务投资者的眼光，那所作的事情，就一定能在B2C的经营数据上有所体现，否则就是自欺欺人。

简单的说：宽泛的社区对B2C是没有帮助的，只有社区的经营是围绕B2C为主干，讨论的话题和购物有关的，用户是B2C的消费者或潜在消费者（而不是乱七八糟的流量），这样的社区才有意义。

总结一句话：B2C社区存在的目的只有一个，就是促进销售。

4. B2C社区如何运营？

第一，定位是核心，应该与B2C目标一致，社区应该是B2C的购物社区，促进购物者交流和分享，潜移默化影响潜在购物者的购买决策。运营过程中与定位无关的事，统统不要做，比如灌水刷分之类。

第二，打通分享利益驱动，但凡引导消费者参与B2C目标有关的事，都应该与利益机制捆绑起来，给予消费者以优惠。举了例子：买过东西的人分享评论或购物体验，应该给予积分奖励，积分的积累可以转化成优惠券或现金抵扣，变成促销来消化。强烈不推荐免费的积分换礼，B2C一定将所有的资源（积分也是种资源）统统变成促进销售的手段。

第三，活动策略与目标一致，你投入每一分钱都应该产生对销售有帮助的事，有几种常见的套路：

• 逢年过节发优惠券（优惠券不是轻易可以得到的，否则就没价值了）
• 新品发布预告，在服饰B2C运营是最有效果的；
• 晒单或分享购物体验，激发用户的口碑，这是经营的重中之重；
• 讲品牌：顾客与B2C的故事，并且尝试如何让用户去主动分享到更多的精准群体的社区传播；
• 互动营销：拍卖、猜价格、秒杀、挖宝、抢楼等。

活动的要点在于：一切与目标一致，和促进销售不相干的活动，一律不做，否则你就不是个纯粹的B2C社区了。记住，社区是提供给消费者很多稀缺资源（更大的促销和优惠），保持他的神秘感和不定期的惊喜，千万别做成，消费者买东西前去社区领张优惠券，买了东西走人。

第四，将社区的运营体系绑定CRM，尤其是和EDM进行结合，将推力和拉力运营得当，将爆发惊人的力量。

分享了很多干货，我们也是这样做的。最近玩新浪围脖，没空写BLOG，但经常在上面碎碎念，分享些社区、电子商务、互联网的看法，欢迎Follow！ 飞扬的围脖：http://t.sina.com.cn/flysharp

Call to action is text/button/banner which will tell visitors to take an action on the website. Call to action comes in different forms it may be a heading, a button which stands out, a text link or a banner all of these will communicate your value proposition. Have you wondered why some of the best brands achieve the best conversion? Thata€?s because they use call to action on day to day basis to grab the attention of the visitor online.

Creating urgency through call to action phrase is an important and effective method to increase conversion since the time frame in the call to action makes the visitors to respond quickly, since it will benefit the visitors if they respond to the action in a timely manner.

Below I have come up with Top 20 call to action which can be used either on a website or on a PPC ad which will increase the conversion rate.

1) Click Here a€“ The most common and widely used phrase and the most effective in terms of conversion.

2) Call Now a€“ Converts better if you have made your website telephone number prominently on your website next to the CALL NOW phrase.

3) Buy today a€“ This Call to action phrases increases urgency on the part of the visitor to take action.

4) Register now a€“ Converts better if you have kind of membership site or a newsletter.

5) Free shipping a€“ Ideal for e-commerce web sites also works great during the holiday online sales.

6) Contact now a€“ This call to action phrase works well with a contact us form or email.

7) Get a free trial a€“ If you have a Free Trial like 14 day or a 30 day it is better to highlight to the visitors on the website. Most probably the free trial version can be a full subscriber if you have this offer.

Buy now a€“ Buy Now works well with a button also can be phrased out as order now.

9) Sign-up now a€“ Works better membership sites and newsletter sign-ups.

10) Offer expires a€“ This call to action needs immediate action on the part of the visitors. Also it works better if you add actually date to the offer.

11) Satisfaction guaranteed a€“ Tell about the quality of the product also this call to action works well inside the heading of the AD of the Web page.

12) Best value a€“ A a€?top rateda€? or a€?best valuea€? label would be very effective in your Ad description.

13) Limited Availability/Limited Time Only a€“ This call to action again generates urgency on the part of the customers to take action soon.

14) Free Consultation a€“ Often if you have free in your call to action is to contact you for an assessment, this is a great opportunity to convert the free consultation into buying your services.

15) Reserve Now a€“ This works well with travel and hotel industry because it creates the urgency to reserve when it is available.

16) Request for Free Quote a€“ Free quote or Free Estimate phrase is a perfect all to action for insurance, home improvement kind of websites.

17) Money Back a€“ a€?Money Back Guaranteea€? is a common phrase among car and vehicle dealers. This work better if you add like 90-Day Money Back Guarantee in your call to action phrase.

18)Talk to an Expert a€“ If you are using a web chat a€?Talk to an Experta€?.

19) Immediate Download a€“ A perfect call to action for software related website. Customers are looking to get immediately after their purchase.

20) Easy to use a€“ Is a call to action most used for software interface kind of applications. Like where application doesna€?t any extra skill sets to use it.

I have added few more other phrases which if used properly can see awesome conversion results on your website.

26) Join Now

27) 5 days only

28) No Experience Necessary

29) Start Now

30) No fees

31) Free guide

32) Certified Expert

The bottom line that I have found that being creative in your call to action and staying one step ahead of the competition is crucial to increase your website conversion.

If you think any other call to action phrases is missing in this list, please feel free to put that on the comment.