What is refined operation? What to do?

Ten years ago, in the PC Internet era, when you browsed Baidu's web pages, you would generally see various plug-in promotions , pop-up ads, etc. These pop-ups were like psoriasis, and you couldn't turn them off even if you wanted to. The user experience is extremely bad. This is an era where "sellers" have an absolute advantage. At that time, all operations needed to do was to continuously bombard customers with advertisements, while placing user experience in a secondary position.

In the era of mobile Internet , operations must be user-centric, and all operations revolve around users. Without users, you cannot continue to produce. This brings up the term "refined operation". What is refined operation?

Refined operation means combining channels , conversion processes and user behavior data to carry out targeted operation activities for users with higher churn rates in order to improve the overall target conversion rate . Usually we will set up a funnel model for the APP download path to determine whether the design of the entire process is reasonable and whether there is room for optimization in each step. By understanding the real purpose of users coming to the website/APP in this way, we can provide them with reasonable access paths or operation processes and improve the conversion rate scientifically and meticulously.

Why do we need refined operations?

From PC to mobile Internet , a group of Internet products that took advantage of the bonus period have risen rapidly. But now, the traffic dividend has disappeared, and a crazy, legendary traffic era has ended in a hurry.

This is the best one-sentence description of this era.

The demographic dividend period of mobile Internet disappears

The number of domestic Internet users and mobile users has reached saturation, the demographic dividend has disappeared, and the market has entered the stock market from the incremental market. However, growth is weak and competition in the existing market is more intense. In this environment, there are two paths: one is to go overseas. There is no shortage of Internet companies going overseas in emerging markets such as India and Southeast Asia; the other is to carry out refined operations and tap into the maximum traffic value with the lowest cost.

Applications of Data Mining

The development and application of technologies such as cloud computing and big data have become more mature, and the openness of manufacturers has made cloud computing and big data analysis the water, electricity and coal for the survival of enterprises and a basic resource. With sufficient technical support for refined operations, it becomes possible to apply data analysis technology to mine user data, further iterate and optimize products, and conduct personalized and targeted operations. Many data analysis platforms now propose refined operations, which help users better follow the product rhythm through data mining and analysis. The products can also propose solutions through user feedback.

How to carry out refined operations?

One point to remember here is that conversion is the core idea of ​​refined operations. Refined operations focus on the process of streamlining each operation step and improving the conversion rate of each step to the next step. Refined operations focus more on the process to the final order and transaction, and are more common in the e-commerce and gaming fields.

This is an e-commerce shopping process funnel model. There will be loss of people at every stage, and the steeper the funnel is, the better. This way, fewer people will be lost at each stage and the conversion rate will be higher. Based on the browsing habits of most users, we can get the following macro conversion funnel to analyze the user churn rate and reasons for churn at each step. When it comes to the conversion of each step, we can also break it down into more specific links. For example, from browsing the product page to adding to the shopping cart, we can also break it down into: entering the e-commerce website homepage → product catalog page → product details page → adding to the shopping cart. For this micro conversion funnel, carefully control every small step of user conversion. In fact, no matter how big or small the conversion funnel is, the most critical point we rely on when optimizing each step and link is still the user. Only by using data analysis tools to understand user behavior, gaining deep insight into the meaning behind user behavior, unearthing all their potential needs, and providing corresponding guidance at every stage of conversion can we ultimately improve our target conversion rate.

Among the many means of user analysis, "heat map" should be the most efficient and intuitive one . It doesn’t require you to analyze large amounts of data in analytical tools. Heatmaps generate visual reports about user behavior directly using tracking of clicks, attention, and mouse scrolling.

This is a click heat map of foreign websites. This heat map can clearly show the page areas and elements that users are most interested in, and can intuitively reflect the elements that affect user behavior. Whether in terms of user clicks or the time users spend in the area, the column on the left is one of the modules that everyone cares about the most. Providing as much content as possible that users are interested in these areas to meet their access needs will greatly increase the user's visit time and depth on the website.

Content operation : Accurately analyze the effect of each article

We are engaged in content operations every day, and we also say that we are engaged in content operations. However, many people understand that content operations are simply a simple content output job, such as content writing and collection, content review and modification, and push. However, the real value of content operations lies in how to make your content more attractive to users and achieve the purpose of content marketing .

Data support provided by BDP Personal Edition

For example, when operating a WeChat public account , the basic data that can be captured include: number of readings, number of reposts, number of shares, number of likes, number of favorites, number of people who opened it from the Moments , reading source analysis, and user attributes (region, gender, brand of mobile phone used by users, etc.). Data is precious. Through data analysis, content operators can better understand users. By comparing data through multiple pictures and texts, they can roughly draw a user portrait . Users are individuals and everyone has their own preferences. Through refined operations, content planning and content push are carried out according to user interests, which improves their own operational efficiency and meets the user's appetite. The overall effect is very high.

Therefore, in order to do a good job in content operation, it is necessary to explore, disseminate, and organize data on content distribution and distribution channels. The simplest way to distribute content is to achieve the effect of dissemination and expose the content on more channels. Good content can also be converted into content marketing .

We can no longer use the operational methodology of 10 years ago to do operations now. Excellent product operations should have data-driven thinking and master certain data analysis tools. In actual business work, we constantly raise questions from the data, keep trying, and use data to optimize operational strategies, thereby achieving customer and business growth.