Many operators will encounter such a problem: when they go to a new company or want to run a new project, how should they quickly become familiar with the project and suggest their own operating system? In response to this confusion, the author will give some methods and suggestions.
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Quickly build your own operating system, not only can you quickly familiarize yourself with work and improve efficiency, but also improve your ability to control and increase your competitiveness.
Today I will briefly talk about the thinking and methods of quickly building an operating system, and share my own experience and experience.
This article has two main parts:
Disassembling thinking
Execution model
01 Use "disassembly thinking" to sort out the project framework and clarify the "driving indicators"
Disassembling thinking is to understand the company's evaluation indicators for this project, and dismantle the indicators step by step through the mind map to sort out which indicators should be completed to drive the growth of the project. The ultimate goal is to disassemble the abstract indicators into Specific and executable indicators.
Dismantling thinking is actually very common in daily life work. For example, planning an operation activity, you can disassemble according to the steps of planning activities:
Another example is that a public account needs to grow 10,000 new users within a month. It can be dismantled according to the channel source from which users are acquired, and then carry out targeted growth activities:
Learning to use dismantling thinking in your work can make your work efficiency significantly improved. The following will be explained in detail with a simple example:
Example: For an e-commerce APP product, the company's evaluation index is mainly the growth of the pipeline, then the task given by the leader is to increase the chain ratio by 50%, and this index is relatively abstract and there is no specific implementation direction. Dismantling.
First of all, clarify the goal: increase the flow rate by 50%, and then dismantle the goal, first dismantle the conventional formula, as follows:
Pipelining = user volume × user conversion rate × average output value of a single user
After disassembling, the executable direction will be relatively clear. The goal can be considered from the three indicators of user volume, user conversion rate, and average output value of a single user. As long as a certain index is increased by 50%, the task can be completed.
The above indicators have not yet reached the executable level, and the following can continue to be dismantled for a single indicator:
1. Continue to dismantle according to the "number of users"
User volume = event entrance + homepage banner entrance + novice entrance + other entrances
After the dismantling of users, the execution will be much clearer. If you want to increase the flow of 50%, the number of users will also increase by 50%. Through dismantling, you can also understand which inlet traffic can be optimized and increased, which will be more targeted. Carry out improvement programs to bring growth by optimizing entrances or increasing operating channels and other operational means.
2. Dismantling based on the "User Conversion Rate" indicator
User conversion rate = conversion rate from home page to product list page × conversion rate from list page to product detail page × conversion rate from product detail page to submitted order × conversion rate from order page to payment page
This is mainly the user's conversion path. By establishing user conversion vulnerabilities, you can specifically see which step has a conversion rate problem and can be targeted for optimization.
For example, the conversion from the listing page to the product detail page is 80%, and only 20% from the product detail page to the order submission. Then, if the product detail page is not attractive enough or the color of the submit button is not obvious, you can target it after you find the problem. Quick test and optimization.
3. Dismantling according to the "average output value of a single user"
Average output value of a single user = average consumption amount of a single user × number of purchases
This is also easy to understand. If you want to increase the growth of 50% of the pipeline, then you can increase the user's shopping amount by planning activity-related consumption, or increase the user's shopping frequency, you can use indicators to quantify the implementation.
According to the above target dismantling, you can suggest a relatively simple indicator system, as follows:
After establishing a relatively clear indicator system, when the data is abnormal, you can gradually check which link has a problem according to the dismantled indicators, and you can quickly formulate strategies to adjust the landing.
02 Use the "user growth model" to build an operational execution model
User growth is a concept that has been popular in the Internet in recent years, but I will not explain too much about growth in the following area. I just use the growth tool model to sort out my own operational execution framework.
Here we need to explain, which model is used as the operation methodology, there is no fixed model formula, as long as it can drive the establishment of its own operation execution framework, any tool model is possible.
After dismantling the above indicators, I sorted out a few more important indicators:
Number of users: number of entrances, active number of entrances;
User conversion rate: user conversion rate, completion conversion rate;
Output value of a single user: frequency of purchase and amount of single purchase by a single user.
For these indicators, you can directly apply to the user growth model, find the current short board and indicators that can drive growth, and target the operation of the project.
The following is based on my understanding of the growth model, and combing the indicators of each stage in combination with the actual case of this article. The main purpose is to give yourself a control of the overall framework and provide methodological guidance for specific operational execution actions.
1. Get users
This is the first step of the user growth model. According to the previous dismantling indicators, the increase in the number of users should be the source of traffic at the split entrance. You can use the data analysis tool to conduct buried point monitoring and analysis.
Through different operating methods to increase the number of users, establish monitoring of customer acquisition channels, entrance copywriting, publicity and drainage design plans, and optimize customer acquisition methods through continuous testing.
2. Stimulate activity
Whether the landing page after the user comes in can attract the user, which has a great impact on the activity, such as the degree of matching of the content of the entry page with the user's needs, product function introduction and guidance, etc.
Here we need to focus on the user ’s bounce rate and the length of time the landing page stays.
3. Promote purchases
This step is mainly about the number of orders completed by users, and the main indicators are user completion rate and funnel user conversion rate.
The main purpose is to promote user purchases, which can be improved through time-limited promotions, novice coupons, etc .; there are also optimizations of product functions based on user habits, such as the optimization of the purchase button UI; and the optimization of user purchase paths, To analyze where the user will generally lose more, and then group the users in a targeted way to increase the purchase rate.
4. Improve retention
For e-commerce products, the promotion of retention can be achieved through the establishment of a membership system and user exchange groups. For example, a PLUS member of a certain East and a VIP exchange group of a certain user of the treasure can well retain users.
In addition, you can also find the magic retention number of the product through data analysis. For example, the new user completes the first order purchase within one week, and the retention is about 10% higher than the user who did not complete the first order purchase in one week. Give novice time-limited coupons, or push time-limited price reduction activities to trigger new users to complete the first order.
5. Improve repurchase
Repurchase is mainly to further increase the output value of a single user. This is the last link of growth. It is necessary to focus on the repurchase rate. In this step, user groups can be established for user attributes to find out the demand point for users to buy again.
As a simple example, through data, 60% of users who bought rice cookers will come back to buy rice bowls. Then we can regularly push some rice bowl products to this type of users, which can effectively promote users to buy again. .
03 Conclusion
1) The establishment of the operating system, the most important thing is to exercise the "dismantling" thinking, can disassemble some abstract indicators into specific executable indicators, can more clearly define their own operating direction, and can do more with less effort in the operation The role.
2) For operators who have several years of operating experience, in fact, it is more of a difference in thinking and cognition. When encountering a strange field, they will have their own set of operating frameworks to quickly become familiar with the field. On the road to growth, it is more necessary to exercise one's thinking and enhance one's own cognition to form one's own operating framework.
3) The user growth model is mainly to provide methodological guidance for the specific implementation of the dismantled indicators, but the execution model can be adjusted according to the actual situation. The main purpose is to find the current shortcomings of the product as a whole and where it can grow further. , Let us adjust the operational rhythm flexibly.
4) After forming your own operational thinking system, you need to continuously summarize and iterate your own cognition, and always maintain a positive learning attitude.
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