A universal method to improve operations and marketing conversion rates!

Previously, I shared that my favorite growth is replicable and sustainable growth, which generally has three key processes:

① First, conduct small-scale testing and low-cost trial and error, that is, minimum feasible verification, to maximize ROI.

② Then organize the optimal test results into executable standardized processes. The previous one is a model, and this one is to form standards.

③ The last step is large-scale replication and exponential growth.

This method has been tried and tested, has a low error rate and good results, but don't use it too easily.

The most critical one is the minimum viable solution, the purpose of which is to get the best solution to improve conversion rate .

When it comes to improving conversion rates, everyone has a lot of ideas, such as beautiful design, meeting user expectations, discounts, gifts, limited time and quantity, etc. There are many methods but no system.

So is there any method that can help us improve the operation / marketing conversion rate in a more scientific and precise way?

First of all, when it comes to improving conversion rates, many people immediately start changing this and that in a rush, which is definitely not a good idea.

Improving conversion rates requires refined operations. In my opinion, most people fail here - they start working on problems as soon as they encounter them, without analyzing the causes or making systematic plans.

There are also some people who, after finding some possible reasons that can improve conversion rates, think that this is the optimal solution. Is that right?

At this step, another group of people will die because most people's actions are based on experience. Just think of one or two reasons that lead to the drop in conversion rate, then pat your chest and say that this must be the cause, and then go all out and make drastic changes.

If this is not verified, it is very likely to result in wasted efforts due to being in the wrong direction, or you will narrow down the possibilities and run into a dead end.

All unverified reasons are not real reasons. Without verification, everything is empty talk.

Here, I recommend a universal method to improve the operation/marketing conversion rate, which is divided into 4 steps:

1. Determine the goals to be achieved in operations and marketing

2. Draw the core process/key steps for users to achieve their goals

3. List the key factors that affect each step

4. Verify and optimize key factors one by one

Step 1: Determine the goals to be achieved in operations and marketing

Whether you are doing operations or marketing, there should be a clear core goal. This is the most basic, yet also the easiest to overlook.

Because people always like to be greedy and hope to achieve a lot of goals at the same time.

The idea is good, but as an operator/ marketer , you must have clear goals. If the goal is not clear, the conversion process will not be clear either. How can we talk about improving the conversion rate? You don’t even know what to improve.

To put it bluntly, once you have set an operational/marketing goal, you should improve the conversion rate based on that goal.

Remember, have clear goals, have specific objectives, and be focused.

Next, there is the next step.

Step 2: Draw the core process/key steps of user conversion

Drawing the core process of user conversion is what I like to do most.

It can be said that what you draw is not the process, but the inspiration. In the process of drawing, you will find that there are many places where you can play with your creativity.

This part is simple yet difficult.

It’s simple because you only need to list the key links in the user experience process, but it’s difficult because you need to understand your products and services well enough, be familiar enough with the user experience process, and have enough insight into users.

Many people have misunderstandings. They think that they are engaged in marketing and operations and are familiar with the user conversion process. In fact, that is just their own feeling, and it is a bit self-satisfied.

When you draw it yourself, you will find that it is like an assessment of you. The process of drawing is testing your understanding of products, services and users. Moreover, while drawing, you will discover various different problems.

Brother, don't be lazy!

After drawing out the core conversion process of users leading to our operational/marketing goals, you will clearly see the conversion direction of each user and where he will start making decisions.

Then you can proceed to the next step.

Step 3: List the key factors that affect each step

At every stage of the user conversion process, there are some key factors that will affect the conversion rate of this stage.

By listing these key influencing factors, we can better plan and control the overall situation, and improve the user conversion rate of each link by optimizing these influencing factors.

In the process of listing the key influencing factors of each link, we can rely on experience, survey users, have internal discussions, and analyze competing products. Here I will focus on one method - the process crossing method.

Process traversal means that you need to switch perspective, imagine yourself as the target user , then go through the conversion process you drew and feel every point that the user may touch.

You must simulate, define, and select new content, new methods, and new media to influence users in the conversion process of target users in order to control the conversion rate.

Of course, it is not enough for you to go through the process once. You also need to invite industry leaders, professionals, target users, core users, etc. to go through the process. Take note of the key factors that influence conversions.

Finally, list all the influencing factors on the entire user conversion process.

Step 4: Verify and optimize key factors one by one

After the previous step, you must have listed many key influencing factors and then invested all resources to start optimization?

No, after all, the manpower and resources of any team are limited, and what we want is to get the best solution to improve conversion rate.

So, here we go back to the first step of the three key processes at the beginning of the article:

We need to conduct small-scale testing and low-cost trial and error, that is, minimum viable verification, to maximize ROI.

Then, the next step is to verify these influencing factors, find the key influencing factors that can best improve the conversion rate, and then focus on optimizing to improve the overall conversion rate.

You can't just keep doing hard work based on your feelings or inherent experience. The correct way should be based on concrete experience, reflective observation, abstract generalization, active practice, and so on.

All in all, the principles behind these steps are very simple, but we must persist in using this structured logical thinking in actual operations.

In particular, the three steps of determining core goals, drawing out conversion processes, and listing influencing factors are particularly important. I personally have always required myself and others to develop this habit. The seemingly simple work will make many things clearer and easier to understand, and you will know where your next focus is.

Develop your thinking so that you won’t worry when encountering problems.

Source: Mumu Laozei