Wen | Li Muzi, Source: PR House
First, identify the problems currently facing
Operations staff here is tantamount to a doctor, a patient like product, only to find the symptoms can address the problem, so we need to do is the first step in the process to figure out the biggest problem faced by operators in what. Symptoms are facing a product, the user may amount is not enough, the user is not converted, the user is not active and so on. Generally, the initial product, one should be more important to understand the core needs of the user, to the mid-term, the problem might not be a yo user, the user does not translate etc., maturity may be more to the need to focus on churn, the user does not active and other issues.
Second, the target proposed solutions
The user does not come as an example, this time we should do is to look for opportunities to traffic, traffic sources may be the opportunity to promote the new users, self-propagating, back to the old users, other user groups, and so on. If you want to increase traffic to enter a new user, it should precise positioning crowd, draw portraits of the user, increase advertising; if you want users to be self-propagating, it should be pondering how to motivate users to forward.
Third, clear objectives
set a goal
First talk about the goal of the operation, there will be a lot of people when it comes to the variety of answers, usually, the operator has the following three core objectives:
Pull new. Through activities, high-quality content, pay and promotion to attract the arrival of the user, often an indicator here as new users, conversion rate.
active. User is like a pool of water, so that there have been new by pulling into the water, then the user active role in the promotion should be to reduce the pool of water leakage (throttling). Here commonly used methods including premium content recommendation, to develop habits of users, value-added products (such as gifts, privileges, etc.), commonly used indicator is the user activity, including daily active users, monthly active users, quarter the number of active users.
Realizable. The completion of the company's fundamental goal - to make money. Common methods include advertising, commissions, and other members, a common indicator is the conversion rate.
Of course, in addition to these three core objectives, as well as brand image, app store ranking, search engine optimization and many other objectives, operations is to do some work to promote these goals. But in a personal view, the statement was quite complicated, therefore, in my personal point of view, this definition should be simplified as: the goal is to achieve an operating or enhance a number of indicators. This index should be clear, quantifiable, can landing (such as the amount of new users daily, monthly active users, conversion rates, etc.).
Refinement indicators
Personally think that this part of the goal setting is the key point, because the relationship between the index set operations personnel can complete the work and enthusiasm for work and so on, content indicators included the level set of indicators had to be taken into account.
With an electricity supplier promotions, where the aim is to increase the amount of orders the shop, then of course, is the most critical indicators GMV (commodities turnover), other indicators can be set up as follows: the active page PV, UV, click rate, bounce rate, page views during depth, product pages average length of stay, browse the conversion rate, conversion rate under single. By setting these indicators, you can analyze the behavior of law and the cause of the user.
Besides setting the level of high and low index of indicators should be a comprehensive measure based on multiple factors, then set, including the company's decision to consider the direction, production status, market size, market volume users, industry trends, competitive landscape, user coincidence degree. If a product already has hundreds of millions of users, accounted for 9 percent of the market, it would like to achieve the same as its initial high user growth rate is almost impossible, so you have to index the corresponding downward adjustment.
Fourth, product operations
Locate
Well positioned to better understand the significance of their own products, on the other hand also to the development of operational programs do guidelines. It determines the positioning of market segments or user groups you are going to face, so that our products should be positioned around the current target, find the force point for the current solution. We should consider its stage, features, advantages and disadvantages, usage scenarios, market segments and other factors. Simply put, the purpose of positioning the product is to be clear: under what scenario, what shape the finished product to meet the needs of any user what.
Wong Lo Kat, for example, the operator's goal is to increase market share in the beverage market, the solution to the problem is to seize the fear of angry user groups, access to these new users. So with this simple mold for his position it is easy to get angry scenes in eating hot pot, etc., as a drink, eat hot pot down as to meet customer demand for thirst.
Clear user groups
The main purpose of this work can be basically divided into two parts: the basic understanding of user characteristics, seize the core needs of users. To share the car, for example, or by third-party research data in the report is not difficult to find, users generally have the following characteristics: 25-35-year-olds or freelance, higher medium income, education, living in densely populated cities. In the basic characteristics of these users can draw a portrait of the user, the core user groups precisely to this small piece.
Reanalysis habits this part of the user population, dig deeper for more information, to know ourselves. According to the report display Flying Pig easy concept, this part of the user groups interested in travel, playful, often on the road and so on. We should be making advertising more time to consider the user's habits and characteristics, in order to increase exposure in this part of the core user groups, improve advertising efficiency.
Analysis of user needs, including customers using the product scene and cause of the use of the product. Car-sharing users living in non-core scene tourist cities, demand is quickly and easily go to destination (attractions) want to achieve. So we conduct design when you can copy more biased in favor of this core demand, to seize the user pain points.
Copy design
By copy, transfer the product key information to the user. So critical information is how to get it - to be derived from user habits, needs and value of the goods we want to convey. Copy the design largely determines the conversion of commodities. Users see the first copy of the moment, if the user can not be attracted, it is almost equivalent to the lost user. A good copywriter should highlight product attributes, efficacy, user satisfaction, and values. Then to Wong Lo Kat, for example, Wong Lo Kat property is the drink, the effect is able to quench their thirst, pathogenic fire, user satisfaction is not worried pot of anger lit stimulus, but to the values dimension is probably better to enjoy life and the like.
