For a novice operator to advance to a high-level operator, it is enough to master two paths.

I think the biggest difference is that high-level operations can start from data and phenomena, clarify problems systematically and comprehensively, and propose effective and scientific solutions to the problems. A novice in operations can only express his own opinions on a certain point. His opinions are divergent and point-like, and it is impossible to verify whether they are right or wrong. Most of the time, they are just flashes of inspiration.

Therefore, when analyzing and solving a specific phenomenon, a high-level operator may be able to come up with a complete solution by himself, while a novice operator may be able to get many creative solutions through brainstorming among a group of people, but they lack completeness and system.

How can a novice operator advance to advanced operations? In fact, there are traces to follow.

Use two paths to help you unravel the problem, starting from exploring the causes behind the problem, and then taking each step carefully to develop a complete plan.

Below, we will use a case and two framework-based thinking methods to sort out the thinking methods of high-level operations.

【Case】

A certain platform is an S2C platform, whose main business is game playing and voice chatting. There are two roles on the platform: experts and bosses. Experts are service providers and bosses are consumers. Currently, there are 6,000 experts and 900,000 bosses on the platform.

The current problem the platform is facing is that the current turnover is very low, and the company boss requires that the platform's turnover be increased.

If you were the operations director , how would you start?

Step one: figure out what the problem is.

Let me give you a formula first: turnover = traffic conversion rate average order value * (1 + repurchase rate). This formula is very common in e-commerce and should be a formula that all operators know. But in fact, this formula can be applied to any business model related to turnover.

Back to the case, when your boss asks you to increase cash flow, you already know which aspects you should start with the analysis.

At this time, you huffed and puffed, retrieved a bunch of data, did some analysis, and put forward some suggestions, but after careful consideration, you found that it did not seem to solve the fundamental problem!

Let me review the behavior trajectory of a newbie in operations (myself many years ago).

Let’s take a look at the traffic first: I asked a colleague in the promotion department: With 10,000 new users every day, it seems that the traffic is not that bad, so the problem should not be here.

Then look at the conversion rate: woc, nearly 900,000 users, but only around a thousand paying users ? That’s right, this is the problem. We should improve our payment conversion rate.

You don’t even need to look at the repurchase rate. Just report directly: Boss, I found the problem. Our payment conversion rate is too low. We need to greatly increase the payment conversion rate. We can use more promotional methods to let users try it first, so that our turnover will increase.

Boss: You Are Fired!

02. What is the routine of the old driver?

[Traffic turnover = traffic conversion rate , average order value * (1 + repurchase rate)]

Let me tell you, an experienced driver only has one more route than a newbie. According to the user travel map, using the user's perspective, and combining it with actual products, the four key factors in this formula can be continuously split into related factors.

Let’s talk about traffic first.

If you are an experienced person, when you ask a marketing colleague, they will bring along a user portrait and ask some questions:

Which is your channel ? What are its characteristics? How much is it? men and women? City? age? Educational background? Hobby? wait. Refer to the user portrait and ask one by one to determine whether there is a problem with the traffic? Does it meet the product requirements?

Because the word "traffic" should actually be added with an adjective, called "effective" traffic. Most students should be able to get this easily.

Let’s talk about conversion rate.

In actual operations, there are too many factors that can affect conversion rate, and every element of the product will bring changes.

In this product, I mapped out the main journey maps of users (see the simplified diagram below).

The above picture is just the main journey map. In fact, every major step from user registration to final ordering can be further broken down and can be broken down into multiple branch lines. After breaking down these steps, the experienced person will start to think: which link went wrong? At this time, there are three paths to find the truth of the problem:

• Data, data, data, important things to say three times

• Ask the users yourself and see what they say

• Take a sneak peek at your competitors, what are they like? Why is this so and what problem does it solve.

When we analyze through the above three paths and combine them with the formula, you will have a clear idea in your mind what will affect the four factors in the formula.

At this point, the old driver has already got the key to the problem. After analyzing and sorting it out, the old driver reported to the boss: the paid conversion rate is too low!

Student Xiaobai: Oh my god, you act like a fierce tiger, but you are such an idiot?

Will the veteran driver be fired?

Of course not, otherwise how could he be a veteran driver. After a lot of hard work, I found the cause and will definitely go to talk to my boss with a deeper understanding and solution.

Let’s look back at the problem that both novices and veterans can find: “the paid conversion rate is too low.” What’s the interpretation of veterans?

• The promotion is carried out according to the user portrait, but through communication with users, it is found that after users register, they do not understand the services we provide, and are not clear about the service process, service content, and service form. At the same time, the guidance and prompts for users within the product are not obvious or clear enough.

• Most users reported that after using the app, they did not feel the vitality of the product and felt that it was a statically displayed product lacking in interaction. If you proactively contact an expert, it is also easy for the expert to not respond in a timely manner.

• When placing an order, there are too many steps and it is very easy to make mistakes. Moreover, when the expert confirms the order, the information is often not timely because the expert is not online, resulting in a very poor user experience .

At the same time, these interpretations were verified by combining them with background data analysis .

Well, the main issues behind the problem can be summarized into two points:

1. Users do not understand the product and need to be educated;

2. There is a lack of interaction between users and influencers.

So how to solve it? Let’s go back to the user’s journey map and optimize these two issues.

Based on the process, we reconstructed the interaction scenario between experts and users and proposed a new product function: voice chat room.

Function introduction: The host controls the scene, users raise demands, experts take the microphone for audition, and users select their favorite experts and place orders.

This function ensures that users and experts who are online at the same time can interact with each other and increases the fun. In this process, a large number of payment scenarios can also be added to increase the average order value.

And the experienced driver is definitely not only good at driving at the operational level, but is also proficient in e-commerce marketing methods.

And after analysis, we found that the repurchase rate of this business is really very high! The old driver conveniently made a growth system for influencers and users, tying them together to promote more and more stickiness between influencers and users.

To sum up.

Two paths help you analyze and solve problems:

1. Turnover = Traffic Conversion Rate × Average Customer Price (1 + Repurchase Rate)

2. Make good use of user journey maps, optimize from the process, and improve and create through the process.

Source: Marketing Flights ( YXHB18 )