NetEase carefully selected NetEase's original lifestyle brand import electricity supplier, depth implementation of the "good life, not so expensive" brand philosophy. Goods covered several major categories of home, kitchen, accessories, clothing, personal care, baby, original diet, both quality and price, it has been widely praised by users. If you are responsible for NetEase carefully selected goods data analysts, when faced with the following business issues, how would you solve?
① subscriber growth team expects to select a number of appropriate merchandise to attract new customers, expect you to help screen out a number of suitable products from the perspective of data, how you will help them to be screened? Please describe your ideas.
New (1) products? old? First locate the direction of development, the development of existing products or new products to widen. The reason can be user research, user surveys currently selected NetEase carefully selected platform, because the focus is on one direction, or because of the high cost, if users choose to focus on a core direction, even more should select development of existing products, or consider widening product type.
(2) the user's purchasing power. After determining the direction, to determine the specific product, we need to consider the user's spending power, select brands. The reason NetEase carefully selected and not selected by the user to select other research platform to investigate whether the product category shortcomings. After determining the product categories, users need to consider the spending power, consumers can research past purchase history or the user is broadly divided into high levels of consumer, middle-level consumers, low levels of consumer categories, in order to select the appropriate price of the products
where (3) the user's point, why choose or not choose Netease Netease? After determining the approximate price, but also need to research the specific features of the product or what the point for consumers cost-effective. For example, if 100 yuan MUJI aromatherapy machine or other brands of 80 yuan, similar functions aromatherapy machine.
② commodity research head forward to a set of indicators to help measure the performance of product development, help you design a corresponding assessment program, including design ideas, data and other indicators related.
(1) initial, qualitative research can be considered small-scale user experience research, KPI may consider the number of users within a month and so on. chan from the user's daily use, to measure the effect of product development. For example, to buy new furniture, you need some time to dry flowers and plants or to remove odors; for the same product in different colors, the user has preferences.
(2) the promotion period, can be quantitative survey, and similar products are compared.
KPI: This product and similar products a month of visits, clicks, number of purchases, the number of kinds of evaluation, as well as derived indicators. Purchase rate = the number of purchases / total number of views, click-through rate = Clicks / Views, favorable rate = amount / quantity evaluation Poor rate = the number of poor assessment / evaluation of the total amount of praise and so on.
Views of the product is low, probably because the promotion is not enough; high views, clicks, CTR is low it indicates that the product development does not address the most urgent needs of users, can not attract users; praise is low, it indicates that the product existing problems.
