Growth hacking in action: a complete case study to explain the core operation methods

The concept of growth hacking has been very popular recently. The essence of growth hacking is to cultivate internal strength, be data-driven , and use limited resources to achieve maximum growth. But I have been studying for more than half a year and read a lot of books. Most of the cases are from abroad. For example, I have briefly summarized several books related to growth hacking, which basically talk about these cases:

Therefore, in China, the concept of growth hacking is rarely implemented, and some cases seem ambiguous and lack detailed operational processes. Fortunately, growth hacking fits right in with what I originally meant by operational re-optimization.

This article will take a product acquisition case that I have worked on, and combine it with the operational knowledge system in the "Operation Practical Guide" to discuss in detail how optimization concepts drive business growth. Of course, this case is just channel optimization. As for how to achieve retention through optimization in the future, it will be updated later.

1. First of all, this case is very popular. On the WeChat platform, red envelopes are used to promote forwarding and thus increase the number of followers. Most people who operate Internet products should have had this experience. Although WeChat strictly prohibits inducing sharing, there are still a large number of people who use red envelopes to promote forwarding and increase followers.
2. Then, there is the core operational methodology. Please see the picture below. This picture is called the core process and method of operation. I summarized it after experiencing more than 10 operation projects:

This picture divides the operation into four steps. I used to say: Operations are project-based, with a starting point and an end point, and the key word is tuning variables (of course, growth hackers do not advocate projects, but focus more on products).

The "starting point" is the first step in this picture, which is to clarify the goal, and the "end point" is the fourth step in this picture, which is to operate efficiently. (To learn more about operation, you can read this article: Girl, You Are Actually Just an Operation Manager) "The key word is tuning variables", this is the second and third steps of this picture, finding key driving elements and trial and error optimization.

I am a believer in the "continuous improvement" theory of operations, which means continuous improvement and constant perfection (the concept of growth hacking). When you get a project, you should think more about how to achieve results from the normal business process. This is how to plug the holes under the funnel principle: ideally, one conversion per customer. Of course, ideals are just a luxury. Our goal is to maximize the conversion rate and reduce losses. Conversion rate is a broad concept that cannot be fully explained in a book, because there are various ways to improve conversion rate. Sometimes you will try your best, kill countless brain cells, come up with various page creative ideas, and simplify the process in various ways, but still not see obvious improvement. In this case, we struggled for 3 or 4 months, and finally came up with a surprising method to increase conversions that was incredible. So, this is operation, the goal is to ensure efficient operation of revenue business through continuous analysis and thinking. Operations require wisdom, not physical strength.

The case mentions many tools , such as OGSM tools, AA testing, optimized source tables, optimization curves and other concepts. Some of these terms are from the MBA Encyclopedia , and some are named by myself.

This project was launched last year and is a WeChat product. The general idea of ​​the project is to stimulate users to forward recruitment information through red envelopes in order to achieve the purpose of recruiting people. The team has more than 20 people, and the core members are the 5 people who meet every day. Since I am in charge of operations, attracting new users through promotion is my primary task, so the number of fans in the early stage is undoubtedly my KPI . The KPI for product and technical personnel is KPA. What is KPA? It is a term in human resource performance appraisal, which roughly means completing tasks on time. It's quite miserable, right? Sometimes you would think that just completing the task on time and being diligent and hardworking will do the trick. But operations are different, as KPIs are full of variables. We say that people working in operations have a bad life because of this weird thing called KPI.

The target set for me at that time was to gain 1 million followers (new customers) in 3 months. The product was launched and kicked off. We thought about some strategies together and figured out how to achieve the goal of 1 million fans. Finally, we decided to attract fans through promotion (growth hackers pay the most attention to viral communication). The product manager is very good. He specially helped to design a set of communication processes. In order for everyone to understand quickly, I made a simplified process and focused on spreading and increasing fans. Please see the picture:

This process is the process I use to summarize experience when reviewing. For example, there was originally one step from receiving email information to entering the scan code landing page , but later we split it into two steps. We will talk about why we did this when we talk about optimization later.

The general meaning of this communication process is: attract seed users on the site through email, scan the code, enter the follow page, follow the WeChat account, receive the message, click to enter the sharing landing page, and then guide users to share to Moments or friends. After friends see the shared content, they click to enter the sharing landing page, which still guides sharing and then guides returning users to the follow-up page. There are two types of users here, which I have drawn very clearly in the picture, seed users and returning users. Introduce seed users through the email channel, and use red envelopes to stimulate seed users to spread the word and attract new users.

The process has been explained. Then we started our operational optimization journey, which lasted for about several months. Because most of the people in our team were working together for the first time, we had countless quarrels and even slammed the table and threw our sleeves in anger. Now it's all a joke. Let’s chat about it later.

Here are two experiences that I would like to share with you briefly:

1. We did not design the process well before launching a large-scale promotion . Instead, we conducted a simple test to see the conversion rate of each node and obtain a benchmark value. I sent out about 10,000 emails. At that time, I had a big fantasy. What fantasy was it? If the conversion rate of each node was relatively high, and we calculated based on these ratios, we could fully achieve the goal according to this initial communication process, then I would not need to optimize. I have experienced many projects and I know that polishing a product every time will be stressful and I really don’t want to go through this process again. But the results are often contrary to what you think. Dreaming about marrying Xi Shi is a bit too idealistic. After the test, the performance was very poor, but I had a rough idea in my mind.

2. After obtaining the benchmark value, we focused on evaluating what conversions we should achieve at each key node if we want to achieve our goal of gaining 1 million fans in 3 months. You need to calculate, this is advance planning for operations, and you need to break down the goals. I would like to mention here that operations require a planned mindset and a clear idea of ​​what is going on. Only when you have made a good plan can you arrange for products, technology research and development, money from management authorities and other resources. They are logical and focused on planning. Sometimes if you don't have a plan, things can easily get messy and make them angry.

Okay, now that we have finished the business overview of the project, we are officially entering the product polishing stage.

In the core operational processes and methods in my book, the first step is to clarify the goals. Let’s talk about this step.

I said in my original article that operations have three major tasks: attracting new customers, conversion, and extending the user life cycle . Why is there no such thing as retention in the operations circle? According to my experience, operations cannot achieve retention, because the task of retention cannot be accomplished solely by operations wisdom. All human and material resources must be devoted to it, such as product managers and daily operations staff . What operations can do is to activate users and convert them into the retention pool and stop there. We will not expand on this here.

The purpose of this case is to attract new customers. The purpose is clear. Start breaking down your metrics. The following chart shows the metrics I broke down for this project. Why is it divided like this? Let’s first talk about a tool in MBA: how to disassemble, and provide you with a tool called OGSM .

OGSM is a planning and execution management tool. You can search MBA Encyclopedia for details. Its model is as follows:

I mainly rely on the ideas of this tool to decompose indicators. Very useful tool.

Let me explain them one by one based on my disassembly:

• Purpose: Why you do this. Why do you work so hard? I work to make money to support my family. That's my purpose. For example, the purpose of our project is very simple, which is to increase the number of fans. The purpose is unique.
• Goal: A goal is a quantified purpose. How much money do you need to earn a year to support your family? For example, set a goal of 1 million yuan and achieve it within 3 years. For example, the number of fans for our project reached 1 million in 3 months. Because your purpose is unique and your goal is also unique.
• Strategy: This is a very high-sounding word. Strategies are various means to achieve goals, and there are many channels. For example, how can I realize my dream of earning a million dollars a year? I think: go to work, give lectures, record classes online, write a book, open a coffee shop, etc. There are many ways to achieve the goal of increasing the number of fans, such as placing advertisements to attract fans, spreading the word to attract fans, promoting each other to attract fans, or even writing a few popular articles like Mimeng and Teacher Xu. Our ultimate strategy is to spread the word and attract fans. We don’t have to worry about seed users. I have about 50 million seed users.
• Measurement: Measurement is the quantification of strategy. For example, I earn 50,000 yuan a year at work, I can earn 200,000 yuan by giving lectures, 100,000 yuan by recording classes online, and 100,000 yuan by writing a book. In this project, our strategy is to attract fans through communication, so we have refined the strategy of attracting fans through communication into several optimization nodes. Each conversion node is a measurement. The email click-through rate should be optimized to a certain level, the return traffic ratio should be a certain level, etc. At this time, I broke down several indicators that I need to focus on.

After talking about OGSM, let’s look at the project in reverse. My indicator breakdown table will make it clear at a glance. The measurement field here has two values ​​that need to be finalized, which is how the baseline value and KPI are finalized:

1. How to determine the benchmark value?

As I just said above, we tried it after it went online, mobilizing a group of users and testing it for a day, and got the values. We will use this as a baseline for now.

2. How to finalize the KPI for each indicator?

I will not explain the scientific method here, because in your work, operations are subject to factors such as time, KPI, and financial resources. 80% of operators cannot perform scientific operations . This is the current situation, and I am no exception. For example, KPI is usually decided by the boss or leader. If you object, your boss will think you have no fighting spirit. So on this point, I give in. Don't fight the ways of the workplace. Here are three practical ways to set KPIs:

A. Relying on experience

What is relying on experience: We can make a simple assumption: Normally, to gain 1 million followers, it takes 90 days in 3 months. For the sake of explanation, we assume that 1 million followers can be gained in 1 day. If we take any indicator, if the rate value of each indicator is high, common sense says that the number of fans will increase. This is a positive correlation. So you can also use the ratio of email clicks to the number of fans to calculate your KPI. This is a rule of thumb.

B. Are there any previous cases with similar processes?

Are there any cases with similar processes in the past? In fact, we do have such cases, but because the team members of that project are no longer there, other data cannot be obtained except for the email click data. At that time, I also inquired about the fan-pulling ratio. Their project was said to be able to achieve 1:4.

C. Slap your head

Needless to say, everyone understood it.

Our team is pretty good, and our leader attaches great importance to optimization. We usually optimize first and then see. We just did a rough estimate in the early stage. If our baseline value can be optimized to double the effect, then achieving the goal will be a piece of cake. Therefore, the KPI of each of our indicators is doubled based on the baseline value.

Okay, that’s it for goal decomposition.

We have disassembled the target. Let’s move on to the second step, and find the key driving elements for each goal. Let’s start with the conclusion. This is the picture I disassembled:

What are driving elements? They are those elements that can improve your project performance. I summarized 8 points in the book: user segmentation, process nodes, channel strategy, persuasion strategy, persuasion strategy, business rules, team capabilities, human habits, common sense and weaknesses. These eight points are the key contents, and I will discuss them one by one in Hanli’s private community where we discuss operations late at night. This case mainly talks about the conversion rate of process nodes.

This picture shows the communication process just mentioned, with the key node indicators broken down. Then I added driving elements for each key node based on this diagram. This chart was summarized by me during the business review, so it already contains the experience of trial and error optimization. Initially we only disassembled to level 2. For example, when breaking down the scanning rate, we only broke down the two indicator values ​​​​of page UV and scanning volume. Later, during the optimization process, we found that the scanning process was different for different clients, so we did a three-level breakdown. For example, if we receive an email on the PC, we just pick up the phone, open WeChat and scan the code. But on the mobile phone, you only have one phone. If you receive the email on your phone, how do you scan the code? This is a problem. We will talk about this in detail later when we talk about optimization.

The main point here is that the decomposition of each indicator still uses the OGSM tool . For example, my goal is to optimize email click-through rate. Assuming the goal is to optimize it from 3% to 10%, what is the strategy? For example, segmenting the precise audience, optimizing the email title copy , optimizing the email content visuals or style, etc. The indicators are naturally the sending success rate, email reading rate, and click-to-read ratio. Therefore, when doing operations, you can break it down step by step. When you can’t break it down anymore, you can optimize it to be purposeful, strategic, and directional. In this way, you will be able to do things clearly, and the indicators you break down will be the dimensions of thinking.

After the above picture is completed, our optimized source table will naturally appear. Please see the following picture:

This is my original optimization source table. I have such an Excel table for all the projects I have worked on. I am a heavy Excel addict.

In this optimization source table, have you noticed that there is no conversion rate indicator, only quantity indicators? Because we can calculate them through the pivot table function of Excel, the optimization source table must be clear: only quantity, not rate.

Now that you have optimized the source table, don’t forget to send the requirements to the technical department. What are you doing? Buried point. Here is a little episode. I was working on my technical team badly because I was modifying the pages every day. In order to express my gratitude and give back, the technical team asked me to stay in the office for two days and two nights while I was setting the pace. This became a joke in the company. Later I summed it up, it was because I didn't plan ahead. Even though I can talk about it very clearly now, when it comes to the project, operators often make a mistake, they want to see all the data and pursue perfection. I was forced to think about optimizing the source table. Because if your company has a data team, they often don’t achieve various dimensions and visualization effects like tools like GA and GrowingIO. Because your business itself may not have been finalized yet, it is risky to use manpower to make visual reports for you at this time.

Therefore, I need to paste this optimized source table from several tables myself every day. For other data, the technicians have written SQL statements, and I check the logs myself every day. This is also the sad part of the operation. Looking up numbers is a big deal. I used to have a leader who had a liberal arts background, but he taught himself SQL just to be able to look at numbers himself. Later I bought a book and studied for a while, but I learned nothing. Because I am older, if the students born in the 1990s really want to make achievements in the operations circle, it will be very helpful to self-study SQL. If you want to learn it, I recommend buying "SQL Must Know". Off topic.

We finalized the optimization indicators and the key driving factors of the indicators, and officially entered the third step, which is the most difficult for operators to handle: the trial and error optimization phase. This part will torture you to the point where you are neither human nor ghost. Why? This is the step that best demonstrates the wisdom of operators, and it is also the focus of growth hacking. I once wrote an article: Operations are about to enter the ranks of the knowledge economy, which is what I mean. Some people say that operations are a combination of various disciplines, which means that you need to learn a lot of extracurricular knowledge, such as obedience studies, psychology, statistics, etc. Only when you have a thorough understanding of these things can you be successful in the future years of operations.

Let me first briefly talk about the concept of trial and error optimization: In Internet products, optimization mainly includes three aspects of optimization:

• channel
• page
• process

→Channel optimization : For example, ASO and SEO are both channel optimization. Channel optimization is to maximize the effect of attracting new customers. In this project, my channel is email.

→ Page optimization : The optimization goal of a page is generally conversion rate, guiding users to complete our expectations. Therefore, every page needs to contain a strategy or persuasion routine. Let me give you an example I made. On the website, many people’s resumes have not been updated for a long time, so the product manager added a pop-up window to remind users to update their career profiles after logging in. The product manager found me and asked me to help optimize it. Please see the picture above.

This example implies the user psychology of gain and loss. This is the framing effect , you can search it in the encyclopedia. The general meaning is that people are more afraid of losing than not getting!

This is one of the typical cases that I often talk about when doing page optimization!

→ Process optimization : This is the optimization of interactions and user paths. Business results are still the top priority. In our case, we made a major process change at the beginning. That is, for seed users introduced by email, should users be guided to share first and then follow, or to follow first and then share? The initial process was not to follow first and then share, but to share first and then follow. After several tests, we found that the business effect of sharing first and then following was obviously not as good as following first and then sharing, so we confirmed the process. This process optimization lasted for nearly three weeks and was very difficult.

There are some misunderstandings in process optimization. Many people advocate simplicity and smoothness, and believe that one less step means a good user experience . This is not necessarily the case. In many cases, one more step or one less step does not actually affect the experience much. What is the real user experience? Interaction is one part, but the more important user experience is the design of user benefits or user value. A simple example is that for e-commerce websites, price is always the best user experience, especially in the context of China’s national conditions. If I come across a product that is both cheap and good, I am willing to wait for a day. The same is true for campus recruitment, especially during the spring recruitment period, when many students have fewer and fewer job opportunities. At this time, putting a dazzling list of information on the homepage is the best experience. What kind of experience is that? It is a kind of comfort and also an inspiration, which gives students peace of mind. Users will think: Oh, there are so many positions. So, you will find that the first screen of the three major recruitment websites is full of dazzling small banners, which are three or four screens long and cannot be scrolled to the end.

I roughly divide optimization into these three parts. The optimization method is trial and error, and trial and error is low-cost testing .

Three methods of trial and error:

• AB test
• Multivariate measurement
• AA test

You can search for AB testing and multivariate testing on the Internet. You may not understand why we need to do AA testing. Many companies' operation teams do not pay attention to optimization, believing that it involves too many variables and is a waste of effort. Taking our project as an example, there is a key variable that I didn’t mention, which is user segmentation. The users you promote to are different, so how can you judge whether the email is effective? Optimization testing is just a false proposition. At this time, I will take the AA test. For example, I take out 10,000 users and randomly split them into two parts. Then we used the same email content, the same process, and the same page for testing. Basically, there was no major deviation in the data performance of each node between the two batches of emails. Data is the best weapon of persuasion, so I can openly promote my optimization theory and tinker with products and technologies.

Now that we have discussed the concept of trial and error optimization, let’s move on to the project and discuss the optimization of four key KPIs:

Optimize email click rate, optimize code scanning rate, optimize sharing rate, optimize return flow rate

There are three key driving indicators for email click-through rate: email sending success rate, email reading rate, and click-to-read ratio. First, let me show you a complete email optimization process diagram:

When working on email effects, many people often have a misunderstanding, which is that they design the email content to be particularly cool, with all kinds of pictures and styles, thinking that this is the only way to be persuasive. In fact, this is a huge deviation, and we fell into this misunderstanding at the beginning. Everyone please read the first draft of the email content.

In fact, the purpose of most emails is to guide users to the main site or promotional page. The content of the email is not the most advantageous battlefield to persuade users, but only a place to persuade users and a bridge to reach users. Otherwise, it will be difficult to convince users with just one email. Here is one of my operational experiences : From a high level, operational knowledge, especially user operations , is divided into persuasion and persuasion. If you want to understand operations systematically, and sort them out through these two lines of persuasion and persuasion, you will make rapid and clear progress.

When we were working on this project, we also adopted the rich media style at the beginning: adding a header image to the email and designing it like a web page. Later, a problem was discovered: the effect was getting worse and worse. In order to test whether this was due to the content of the email, we made two sets of email templates, one with pictures and one with just text. Then we still selected users with the same attributes. After sending them out, the data showed that the click-through rate of emails with pure text was significantly higher than that of emails with bloated pictures. Later we concluded that advertising emails with pictures are more likely to be included in the spam group (not necessarily true). This is an operational experience.

Well, since the purpose of our email is to let users scan the QR code, and the QR code is a picture, what should we do? The process optimization that I mentioned at the beginning appeared, and a new QR code scanning landing page was added. So, you'll notice that I added one more step for the user.

Optimizing the reading rate is relatively simple, and it tests your copywriting skills. I will talk about the copywriting part separately later.

We tested the click-to-read ratio indicator for a long time. You can see from the picture I just posted that we used various combinations. Finally, the optimization that achieved the best effect was button optimization. At first, we set up buttons, but later we found that there would be an improvement if we replaced the buttons with text links. Then the button also made a little bit of text optimization. At first there was one button, then there were two. Don't underestimate this matter. This also implies a user psychological decision-making factor: it is always easier to let users answer multiple-choice questions than to let them answer true or false questions . Putting two buttons often doubles the effect of putting one button. This is a mistake I made when I was supporting B-side product copywriting. At that time, I was making a job invitation and users had two options when they received the email: submit immediately or view details. Later, I designed a new email template and changed the button to one. When I looked at the data the next day, I was shocked to find that the effect had dropped by half. I was horrified and quickly changed it back when my leader wasn't paying attention.

In addition, it is a common practice in the industry that 30% induced water content is allowed in the copy. Therefore, the text can be a little vague. This is not only induced by small and medium-sized enterprises, but also by large companies. For example, on JD.com , a colleague of mine bought a 17,000 yuan TV. When paying, the page prompted that the maximum rebate for paying with WeChat was 999. He was very happy, so he paid with WeChat, and then he got a rebate of 1 yuan. The same goes for WeChat. WeChat encourages gold products, and the copy says that the maximum return is 10 times. Then I pay with WeChat every day, and I get a few cents back every time.

Ultimately, we tripled the click-through rate of our copy by adjusting the copy, buttons, and styles in various ways. And implement the experience throughout the company.

We put a lot of thought into optimizing the scanning rate. This optimization consideration dimension is divided into two parts: the presentation of persuasive elements on the page and the client. Let's talk about page presentation first.

Please take a look at the first draft. Because the problem was discovered when we were optimizing the email effect, we initially only made a very simple static page, a general page. Later I found that the scanning rate was not very good and did not meet my expectations, so I started to think about it. As for me, I am good at embedding humanity into the page, so I thought, should I include the user's attribute information, such as the user's name and avatar, and also add a sense of respect, an exclusive QR code, a warning not to spread it outside, etc. This will bring up the pages for the second, third, and fourth drafts. We put a lot of effort into this page. Each time you adjust it, there will be a small improvement.

Our technical director is quite smart. He ran some numbers himself and found that the ratio of users receiving emails on PC and mobile is about half and half. As we just discussed, the QR code scanning process for PC users is completely different from that for mobile users. Open the email on the PC and scan it with your phone. It doesn’t work on mobile devices. How can I scan the QR code on my phone? I tried it myself and found the problem. I don't know how to scan the code with my phone. I searched on Baidu and found that many people have this problem. This is a big problem. This is the point of optimization. Don’t think this is a low thing. We all come from the Internet industry and are good at using WeChat. There are many people who don’t know how to scan QR codes. There are even more thrilling things to come. I'll tell you later. What should I do if I start optimizing this page? Write a help document and put it below the QR code, and the fifth draft page will appear.

This is thinking from the client dimension. After testing it online, the scanning rate increased by nearly half.

Later, I downloaded an email client and found another problem. After I opened the email link and entered the landing page, I didn’t know how to take a screenshot, and the QR code couldn’t be saved. I searched on Baidu again and found that many people were also asking this question, such as how to take a screenshot on a Xiaomi phone and how to take a screenshot on a Huawei phone . Low, haha. When I proposed this optimization plan, my colleagues laughed at me. Who’s phone doesn’t know how to take screenshots? I said why not give it a try. I asked the technical staff to run a ranking of the top five mobile phone models for me, made a screenshot guide for the five phones, asked the technical staff to make an adaptation, and put it on the page. The effect came out, and the overall scanning rate increased by about 2 percentage points.

This taught me an experience: when thinking about problems, don’t be self-centered, but always take control of the public issues. If you complicate things, you will often end up losing more than you gain. In this regard, everyone must use apps more and study their processes more. Here’s a question for everyone: If you want to drive traffic from your APP to WeChat, how can you make the interaction process most effective?

We made two pages. The first page was a traditional one. When the product manager was making it, he made a focus picture on the first screen to highlight the company's image. Because my goal is to increase followers, promoting sharing is the top priority, and I need to highlight the red envelopes, so I forced a requirement on the product: this page must be made in two sets, and I need to be able to switch between them at will in the background. Because leaders pay more attention to brand , they think it feels wrong to have a company page filled with red envelopes. So this is actually a little idea of ​​mine. When I go to promote, there is a peak period, so I will use the one with red envelopes, and then I will switch after the peak period. I have tested this, and it basically involves 8 points to promote forwarding.

The rest of this page is just textual adjustments. Because this page is standardized and difficult to modify, we optimize simple elements such as the guidance of the copy and the style of the red envelope.

The biggest gain I got from this page is that I discovered the informant organization. Someone complained about this page, asking why the red envelope was not sent. Because our rule is that you will get a red envelope only if someone clicks back after sharing it. The copy was not clearly written at the time, and he shared it but didn't get a red envelope, so he left a message on the WeChat background. I asked him to add my WeChat account, apologized, and then I gave him a red envelope as well, and we started chatting. I asked him where he got the information about the red envelope activity for sharing, and he said he got it from an intelligence website. This is something new, so I searched on Baidu and found out that this is a huge organization that specializes in collecting various red envelope welfare activities and then notifying everyone. Later, I downloaded several apps of this type and concentrated on studying their page design and guidance methods, which benefited me a lot. For example, the phrase "red envelope arrives instantly" is very motivating. Another example is the help document, the one I just mentioned about how to scan a QR code on WeChat. It was written by me, and it also included screenshots. It took up two screens of the phone and was very bloated, and they only had a few sentences: WeChat upper right corner - Scan - Album - Select QR code. Simple explanation, saves space and is clear at a glance.

So, the best people in operations are often in small places. They specialize in these things and are particularly close to people themselves. Unlike big companies, they have abundant resources and want to erase all traces of operations when making any product. I now believe that human nature is what needs to be controlled most in operations. If you can practice operations to the point where you can incorporate some human elements into every page, that would be awesome.

This is where I use the most technical resources. The technical department specially made a background system for me to optimize the copywriting, and I debugged many versions of sharing cases. The optimization effect reached 1:4, that is, 1 share brought 4 users (viral coefficient). Here is a lesson:

If you are looking for a big V or a KOL who specializes in circle of friends, you need to think carefully, write out the sharing recommendation, and customize the promotion. Generally speaking, they are customized according to the tone of the big V’s daily speech. For example, when I write articles, I usually integrate operational knowledge into novels and stories, and make them humorous and nonsensical. Friends who ask me to write soft articles usually do so because they value my tone. So if you ask me to share something, you have to bear the consequences of making fun of yourself. Our leader had previously sought out campus KOLs to do advertising promotion , and at that time I customized a lot of sharing phrases for them.

Because sharing rate, email click-through rate, and QR code scanning rate are all related to copywriting, and copywriting is also one of my favorite skills, so I will spend a few minutes talking about it separately.

Interlude: How to learn copywriting experience in daily life

The current Internet product operation copywriting positions are also very popular, so if you have some knowledge of copywriting, you can study it here. I usually pay great attention to copywriting. I usually browse Taobao and study the pages of various apps on a daily basis to see how others write their copy. If I find something excellent, I will take screenshots and record them. I suggest that you study the copywriting methods of WeChat business when you have nothing to do. Many people sneer at and block WeChat business people when they see them in their circle of friends. There are about 200 people doing micro-business in my circle of friends. Whenever I have nothing to do, I will check out my friends’ circle and pay special attention to how they write. They are very impressive and we cannot even come close to them. I used to write copy in a very high-class style, commonly known as the self-indulgent type. Ever since I got involved in micro-business, I have become a lowly person. In the company, many people think I am too low. Later the leader said: Han Li is a bit low, but the effect is quite obvious. Of course, because of the effects of my efforts, I once pushed myself into a desperate situation. When all the business personnel in the company encounter copywriting issues, they send me the first request, which makes me very embarrassed. Later, when we couldn't cope with it anymore, we customized some copywriting templates for some standardized businesses and let them use them themselves. This is the copywriting system that I have always talked about with great relish. This is a set of areas that I have been researching for a year and have finally made some progress recently. Because copywriting is absolutely a top priority in the field of mobile Internet , and it is the simplest way to achieve great results with little effort.

For example: I often go to a pizza buffet. One time, the door was broken, and their copywriter wrote a sentence: I'm tired, don't push me. At that time, there happened to be a business improvement project for B-side products. The original HR could post job information on our website without restrictions, but this time we had to impose some restrictions, but we had to issue an announcement in a more tactful way to avoid causing dissatisfaction among HR. I struggled with it for several days, but couldn’t figure it out. Then I saw what was written on the door, and it suddenly dawned on me. I went back and wrote a copy:

There was another case, which was a recent one. Our talent pool product was launched, and the HR side asked me to design a banner. I came up with a copy: People will leave their jobs. This is common sense, and often this common sense is what we overlook.

Basically, all the copywriting for our products, including the copywriting to support business customers, is managed by me. You can take a look at the copywriting management directory I made for B-side products. Basically, all the copywriting I have written and summarized over the past few years are in my copywriting inventory, and I occasionally take them out to think about them:

We returned to the project and completed all the optimizations. It was a very annoying process. But the effect is obvious, look at this picture:

This is a new concept I created: optimization curve .

I have used this method in several projects, and each project usually has such a curve. I also wrote several complete cases in the book: APP push , content operation , event operation , etc. The curve styles and optimization methods are generally similar. You will find that this curve is a perfect portrayal of the operator's profession. What kind of portrayal is it? It's full of twists and turns. When we do operations, we need that peak, but we have to go through many twists and turns. Only by constantly summarizing operational experience and getting in touch with more actual projects in the process can you deeply understand the joy and pain of operations.

Look carefully at this picture. There is a landmine buried inside. What kind of landmine is it? Because the interval is about one and a half months, I summarized it into a weekly dimension. Look at the 41st week. The curve, which had originally fluctuated little, suddenly plummeted. Why? Because the 41st week of 2016 happened to be the National Day week, we worked overtime to continue working on the project, while the users had already gone out to have fun. Therefore, in the optimization process, we must take into account the factors of the external environment, which are all variables . For example, time factors, political factors, market development factors and so on.

Sometimes, no matter how good your method is, it cannot withstand a word from the policy. The policy I am talking about is not just the State Council, that is too far away from us. The policies I’m talking about are your senior leadership. I call the senior management the management authority . They are at the helm and control the fate of the products and even the company. Our operating method is nothing more than a methodology. If the management authority can grasp the general direction of the product strategy, then good luck in operations will come. Just for complaints.

Finally, each node is optimized to a certain height. Just let the process run its course. This is efficient operation.

The so-called efficient operation is a reflection of operational skills and strategies. Operation is not a hard job, but a way to improve efficiency.

Have you noticed that the optimization of almost every indicator has to go through four steps: clarifying the goal, finding the driving elements, trial and error optimization, and efficient operation, which are linked together.

There are two times that left the deepest impression on me: The first time, I wanted to plant a spot, as we just talked about, because I had given the technician a lot of trouble, the technician wanted to punish me, so he told me not to leave after get off work that night and to prepare to plant the spot. Then I waited, and waited until midnight but still didn't plant the spot. Then the technician rode home on his bike. He had a bicycle worth 150,000 yuan that could ride on the highway. Because the journey was far, I didn't go back and slept at the office. The next day, I went to find the technical staff, but he was busy with other things. When it was almost time to get off work, the technical staff asked me not to leave after work tonight and to work on some tasks. I said okay, and then I waited and waited, until 12 o'clock again. This time he asked the product staff to wait as well. Then it was not buried. Later, I saw that I couldn’t go home again, so I said you guys shouldn’t go back either, let’s go eat Wangjing Xiaoyao, then we ate until 2 a.m. and they both went home. I found two chairs at work and made a small bed to sleep on. On the third day, the technician said, Han Li, don't leave after get off work, I will bury you there at night. I was so angry that I wanted to beat him up, but he got scared and laughed, saying that he had buried it two days ago and told me to go home and shave and wash my hair.

The second time, our project manager, the person who had the final say, was out on vacation for a week. Then the project got out of control. Once, products and technology jointly impeached me in a small room, impeaching me one sentence at a time. I was so pissed off that I threw away my cigarette and said, "I quit," and slammed the door and left. When I got home, I was still angry, so I turned on my computer and replied to an email in the project progress email: the general meaning was that there were too many talented people and they had to quit the project.

In addition to passing the buck and being lazy, there is another kind of quarrel in the team, that is, everyone expresses their own opinions and no one is convinced by the other. At this time, testing comes in handy. For example, for the copywriting of a page, he says it is better to write it like this, he says it is better to write it like this, I am a big shot, and I am also quite conceited. At this time, I adopted a method: I said let's put all our ideas forward and test them against each other, and then I specially made a bullet chart to visualize the effect! As a result, please see the following picture:

Have you noticed that in the field of operations or copywriting, everything is about results. Here, the page effects made by Mr. Han are really rubbish. Therefore, when doing operations, it is important to have experts around you and to consult a wide range of sources and seek opinions from all kinds of people.

Especially for technical development, you must not treat them just as people who do work, but pull them into the business environment, ask them for advice on strategies and methods, and then come back to summarize. Over time, they will develop a liking for you and communication will become smooth! There is a persuasion strategy implied here: the principle of reciprocity. You ask him for advice, you give him respect, and he gives you respect in return.

Communication is a big thing. Sometimes, it’s not that our operational capabilities are not good enough, but that there are problems in communication. Your friends, relatives and colleagues are all your users. If you can apply the ideas of user operation in your team, the results will come out.