[Boxue Valley learning records] Super summary, sharing with heart | Summary and sharing of the product manager's operation stage
foreword
After learning the Bo Xue Valley product manager operation video, some knowledge points are summarized and personal insights.
1. Renewal
拉新指标：日新增、周新增、月新增；
Cold start
definition
从0开始积累用户的过程
premise
产品不能够有太多的bug；
业务模式清晰；
用户反馈要好
method
invitation mechanism
平台发放：可以控制第一批用户的数量；
用户发放：需要满足一定的条件，才可以发放邀请码；
Create hot style
销量高，单价低，优化力度大，高频需求；
Steps:
select popular products;
maintain a low price advantage among similar products;
focus on promotion;
Seed User Privileges
Seed user characteristics: willing to try something new; high stickiness to the product; strong recommendation willingness;
seed user privilege setting: seed user choice; privilege incentive (material, spiritual);
Product Design Major Issues
In the process of making the front page, pay attention to the details;
in the process of making the background page, pay attention to the use of component libraries and masters to improve the efficiency of prototyping; in the process of
prototyping in the background, there are not too many constraints, but the same type of content and style must be maintained Consistent;
when designing the prototype of the background class, try to avoid horizontal scroll bars; when
designing the background form page, pay attention to information classification;
Laxin
celebrity effect
创始团队人脉；付费邀请；自己上
ground push
Advantages: rich information, eye-catching;
Disadvantages: limited traffic, low efficiency;
key points: clear target users; clear user interests; online and offline linkage;
Cross-industry cooperation
Consistent or highly relevant target groups;
cooperation with products of the same magnitude or greater magnitude;
online and offline linkage;
Social e-commerce and group buying
features
Consumer-centered;
driven by content that triggers emotional resonance;
content dissemination;
simultaneous circulation of content and products;
Two, conversion
Definition and GMV
Ice-breaking: the user completes the first payment behavior;
sunk cost;
opportunity cost: the time, energy, money invested in thing a, and the benefits that can be obtained if used to do other things are the opportunity cost of thing a;
GMV
The total amount of transactions within a period of time;
as long as the user submits an order, it will be counted into the GMV, so the value of GMV deviates from the actual sales of the company;
Customer price
ARPU (the unit price of an active user);
ARPPU (the unit price of a paying user);
promotion
Role: destocking, stimulate purchase desire, expand brand awareness;
Active Mutual Exclusion
All mutually exclusive: goods can only see one activity at the same time;
partial mutual exclusion: only one activity of the same type can participate;
no mutual exclusion: multiple activities are possible; there may be cost risks;
coupon
Advantage
可以控制数量，进而控制成本；
使用灵活
可以提前发放
3. Retention
Churn and Retention
Causes of loss: rigid loss, setback loss, loss caused by changes in the market environment;
retention indicators: daily retention 40%, weekly retention 20%, monthly retention 10%;
establishment of loss early warning mechanism: determine data standards for loss; establish visual early warning Management; according to the model feedback, implement the retention mechanism;
RFM model
three indicators
R: time of last consumption;
F: frequency of consumption;
M: amount of consumption;
Influence
M high, important customers; M bottom, general customers;
R value high, F value high, value customers;
R value high, F value low, develop customers;
R value low, F value high, maintain customers;
R value low, F value Low value, retain customers;
Churn user recall
Strategies for retaining lost users:
service strategy; product strategy; marketing strategy; combined strategy;
frustrated user loss recall:
solve the problem that leads to user loss;
choose recall users;
choose recall strategy;
choose recall method;
points system
It is an operation method to enhance user loyalty and divert traffic for various businesses of the platform through platform subsidies;
effect
Guide users to invest in sunk costs, including time, money, and energy;
the higher the sunk costs, the harder it is for users to leave; divert
other businesses on the platform;
Points system construction
Cost accounting: determine the conversion ratio of points and RMB;
point acquisition: establish a point acquisition mechanism;
point consumption: point cash, point deduction;
point risk control: formulation of risk control rules; black and white list processing; manual background intervention;
Four, active
daily, weekly, monthly
content product
For details, see the content product section summarized later
5. Communication
Advantage
Rapid user growth; low cost of customer acquisition; high quality of new users;
Activity Design
Event poster:
title; publicity map; event rules; award design;
event process: create topics, determine the type of event; guide participation; drive emotions; quick sharing;
mid-stage event: event development
; Timely recovery;
Ad Monetization and Pirate Model
Advertiser source: find yourself or cooperate with the advertising network;
billing method: CPC (charged by clicks); CPM (charged by visits, cost per thousand); CPT (billed by time); CPD (charged by downloads) billing); CPS (billing based on the amount of orders); CPA (billing based on the actual effect of advertising)
Pirate model: through the pirate model, find the link with a low conversion rate, and increase the conversion rate through operations or products;