According to the 28th rule, 80% of traffic is concentrated at 20% of sites. This feature is placed in the country and is more representative. Internet companies represented by BAT have almost "monopolized" domestic traffic entrances. Therefore, the operation of domestic SaaS products has its own peculiarities. Let's call it "SaaS products with Chinese characteristics". Operation " .
Operation of SaaS products with Chinese characteristics: remuneration
For enterprise-level SaaS products, it is expensive and extremely difficult to build and operate moats through self-built platforms and channels. Therefore, we have our own set of operating rules that adapt to local conditions, turning us into part of the super kingdom and doing our own business on the giant's territory. This is not the only method of SaaS operation, but most companies must practice the method .
In the "SaaS product operating environment with Chinese characteristics" , we have to mention the cloud market. Then let's talk about the operations in the cloud market under the Chinese operating environment .
What does cloud market operations do?
As a platform for the cloud market, we put products, resources, and manpower on this platform for promotion. The purpose is clear: to obtain users and traffic .
Platform attributes + brand ray + operation capability = traffic black hole .
When ordinary domestic users use the Internet, the first thing that comes to mind is whether the things I want can be found, bought, and found in BAT. Therefore, when BAT provides a certain service, the user will first Go to its platform.
Because of what? Because of brand credibility , small brands rarely have this credibility; because of the convenience, platform attributes naturally aggregate various products, and most of what you want may be available here.
The natural attractiveness of the large platform makes the platform have an increasing monopoly effect on traffic . Just like a black hole in traffic, more users will choose large platforms, so more small businesses follow suit.
We can see that the top-ranked merchants on the platform have good performance and good growth, but we only see a dazzling 20%, and it seems that traffic also enters the 20% pocket more, in fact it is the same.
It seems that each of us wants to do 20% of this. Let's think about how to do this 20% through operations, or reflect on why we didn't.
The first step in cloud market operations, there are products
There are products, there are good products. Qiao's daughter-in-law can't make dry rice without white rice, and the operation is the same. Despite the concept of a minimum viable product, the minimum viable small product is also a product, isn't it?
There are many types of products in the cloud market. To be a human being is to say that you don't have to go to a category that is already a red sea to compete for an admission ticket, and cut a vertical entrance that others can't see or see. People are better than others, and they talk about the most essential differentiation. They always emphasize a lot to differentiate, but often ignore the practice of the product itself is a kind of differentiation, to meet the needs of users to the extreme.
The second step of cloud market operation, with exposure
Exposure has strengths and weaknesses, and size, but exposure is extremely important . At the beginning, the body size and energy are small, and it is necessary to accept and endure such a low frequency and low audience exposure. An important point at this stage is to serve the current users well and build a good reputation . There is a sentence that speaks very well, preferring to eat one hundred times a person rather than white people .
This one hundred people eat once, it is word of mouth. At this stage, the role of word of mouth lies in seed users, in repurchase, in conversion, and in recommendation. Don't be afraid that few people will know your wine aroma, if you know it, you will know more about it.
At this stage, pay attention to cultivate the habit of analyzing users, where do users come from, what are their needs, and why choose me. Analyzing users has two functions. This is one of the better services for users, and this is the second of sorting out user analysis models .
One more thing to do at this stage is to maintain good channels . The platform has rules, but think about it. Under the rules, let the platform help you to do things efficiently as a familiar stranger, or an acquaintance or friend. The identity is efficient on the platform. '
The third step in the operation of the cloud market, manufacturing or catering to demand
There is exposure, and more exposure, it is necessary to do activities to cater to user needs . User consumption includes active consumption and passive consumption. Active consumption means that the user knows you and will come to you when there is a demand; passive consumption means that the user is not sure whether he has the demand, but sees your activity, hey, thinks he should have the demand, so under your guidance Bought your product. This is a way to turn passive into active .
To do the third step is inseparable from the accumulation of the first two steps. There is a cost to do anything. Without the previous accumulation, the action effect of the third step may not be maximized, or even invested in all the water. An effortless effort, no one wants it to become a gluttonous self-satisfaction.
The fourth step of cloud market operation, conversion optimization
After working hard and making it attractive, the next step is to perfect the connotation. It ’s like the face value is enough, but if you want to keep the girl, you still have to get around. You will come and try to change the girl into a genuine girlfriend.
Potential users start to lose from the first sight of you .
The interface is beautiful . This is the first step in optimizing conversions and letting users see you is the best you want them to see. The more attractive, the more clicks. There will still be a loss from clicking to the actual visit. The user may be unable to access due to network or device reasons, or the user's attention is attracted by other. Visiting users are really interested and will ask you if they have needs, or join the shopping cart. At this time, what they need to do is to optimize the service and convert their intentions into orders .
Optimizing conversion is slow work and careful work. We must pay attention to from the product itself to the product display to the user equipment. In short, the test is that you and the platform provide all aspects of the user experience .
Don’t make customers think.
Operation at this stage is the most difficult, because it requires product thinking. The user's inertia told him to say no to complicated things. What is to be done is subtraction .
