What does an operational plan that satisfies the boss and is valuable look like? (superior)

What does an operational plan that satisfies the boss and is valuable look like? To sum it up in one sentence: any solution that can be implemented and improve conversion rate is valuable. In fact, the ultimate goal of all operational plans is this.

Whether you are a novice in website operation or a friend with some work experience, how to plan a complete system, and most importantly, a website operation plan that satisfies the boss has always been a headache. On QQ and WeChat, more than one friend asked He Yang: My boss wants me to write an operation plan, but I don’t know how to write it and I don’t know where to start. What should I do? In fact, He Yang can understand the difficulties of these operations partners. I have also been through this. The reason why I feel that operations plans are very difficult to write is mainly because I still don’t have a complete operations idea in my head. Secondly, I am not very clear about the role of "commander" in the daily work of the operations manager. In order to help these operations partners quickly master how to plan a complete operations plan, He Yang would like to share with you my ideas on planning operations plans. You can refer to them!

Before sharing, He Yang wants everyone to think about a few questions:

1. What kind of operation plan is valuable?

To sum it up in one sentence: any solution that can be implemented and improve conversion rate is valuable. The ultimate goal of all operational plans is actually this. This is also the general direction we follow when operating a website. Remember that all website operation decisions are made to increase conversion rates!

2. What in the plan will the boss pay more attention to?

In addition to being valuable, the operation plan should also satisfy your boss, otherwise you will just be wasting your talent; what kind of plan does the boss generally like? Here are my thoughts:

1. Speak in plain language: Don’t be so high-sounding. If others can’t understand what you say, it’s useless even if your boss can’t understand it.
2. Use more charts or tables: The biggest advantage is that they are intuitive and easy to understand; and refined charts or tables can enhance your impression in the boss's mind.
3. Clear effect estimation: Don’t say a lot of things without even an expected goal in the end. The implication is what exactly do you want to achieve with such a solution?
4. Time, time, time! Why say it three times? Any plan must have a time limit so that the boss knows it.

3. What benefits will a plan that satisfies your boss bring to you?

It will be of great benefit to you. But at the beginning, when you have not made any achievements, why should your boss affirm you, recognize you and encourage you to work hard? Working overtime? That only shows that you are a hardworking child. Is being hardworking enough in the company?

A complete and systematic operation plan can make your boss more or less confident in your abilities and let him hand over the work to you. First of all, you have won the initial battle. If the implementation of the plan is very effective and you take it more seriously, would you still worry that your boss will not recognize your abilities? Are you still worried that you have no say in the company?

Secondly, a clear website operation plan can help us find the direction in our work, know what the goal is, and what should be accomplished in each step. Then all we have to do is track the results and make fine adjustments based on the actual situation.

Well, after talking about these, I believe you must want to plan your own operation plan to improve your status in the company. Don’t worry, let me formally share my operation plan planning ideas below, for reference only:

1. Problems in current operations

Finding the problem is the first step, which is the same as positioning in the traffic diversion work. Only by finding your own problems can you find the right direction to start the operation!

In fact, many friends who are engaged in operations also know about the problems discovered. But which directions should we look for problems in to be the real stumbling blocks? He Yang gives you a few suggestions:

1. What is the daily visitor traffic of the website? Is that enough? Is there room for improvement?
2. Does the website have a high bounce rate? If high, what are the reasons?
3. What is the overall conversion rate? Why do people leave after they come? Why is there no conversion?
4. Is the existing allocation of operational staff reasonable? How to improve work efficiency?
5. Is the website's data analysis work timely and incomplete? Does it have any practical guiding significance?
6. …

2. Market competitor analysis

As the saying goes: Know yourself and know your enemy, so you can fight a hundred battles with no danger of defeat! Learning from others' successful experiences and avoiding others' failure traps are what a qualified operator should consider. In this link, the operation plan must reflect the following points:

1. Direct competitor analysis
2. Potential competitor analysis
3. Its own advantages and disadvantages
4. Analysis of the focus of later operation direction

The question is, what should we analyze about our competitors? You can start from the following aspects:

1. The weight of the website in the search engine can be improved with the help of webmaster tools ;
2. Does your competitor have any advertisements outside? We can query this through search engine related domain instructions;
3. Does your competitor operate any new media accounts? How many readers do their articles receive?
4. Check the other party’s official website to see if there is any company news or business cooperation.
5. You can pretend to consult users and directly chat with your competitor’s customer service to understand the situation.
6. …

One thing I need to point out is that if the plan can be described clearly using charts or tables, try to use this form. The boss also prefers this intuitive way of expression. Moreover, detailed charts are also a way to enhance your style, haha.

Back to the topic, during the chat, I found that many friends have a headache about how to find competitors, and many times they are blocked from the door because of this. In fact, this is not difficult. There are two methods for reference:

1. You can directly search for relevant keywords through the search engine. For example, if I am in the pet supplies business, I can search for the word "pet supplies" and instantly locate my competitors:
2. Follow the clues through the friendly links of competitors! Because we know that the friendly links in each website are actually highly relevant, we can use the webmaster tools to export them in batches and then filter our competitors;

3. Specific operating rules

The operational details mainly explain how to implement your operational plan and from which aspects. In fact, the previous problem analysis and competitor analysis are all preparations for us to finally formulate specific operational strategies. Well, the following content is more meaningful for you to complete a cool operational plan!

1. Traffic diversion strategy:

As the name suggests, it means to find the right people. Only by selling products to the right people can the conversion rate be guaranteed. What's the point of crying without finding the grave? How to plan a complete drainage plan, at least you have to ask yourself these questions:

1. What does the target user group look like?
2. Where are the target users? What are your online habits?
3. Is there any way to get their attention? This is what we usually call "bait". Such as SEO , soft content marketing , creative copywriting , promotional activities, etc.
4. Where do we want to direct users?

2. Retention strategy:

I have written an article before that specifically talks about retention strategies. Friends who are interested can look for it on He Yang’s Operation Notes blog, or follow my official account to find it. Why is retention important? Just imagine, if users come and eventually leave, I want to ask you, what is the point of traffic generation? Retention is also a part that many website operators tend to overlook.

So how do we plan a retention plan? At least the following aspects should be included:

1. What to use to install users? Some users like to communicate, some like to read, so what kind of container carrier is most suitable for them?
2. Content maintenance: After users come, can we continue to provide them with valuable content? What kind of content is valuable to users? Which is the best way to push? What kind of layout is accepted by users...
3. Answering user questions: user consultation work must be done well. The response speed reflects the company's work efficiency and determines your impression in the user's mind;
4. Promotional activities: often hold some meaningful activities to promote yourself and maintain continuous interaction with users;
5. Activity budget investment: Since there may be expenses involved in organizing an activity, this should also be taken into consideration;

3. Conversion strategy:

If the user stays, the next task is to stimulate conversion, which is our ultimate goal. In the conversion plan, He Yang also gives you some suggestions:

1. Conversion pattern analysis: What is your conversion goal? Register, download, play, consult, close deals...
2. Sales script training: How to connect with sales, grasp user needs, and develop targeted sales scripts?
3. Analysis of factors that stimulate conversion: List all the factors that stimulate user conversion that you can think of, and then screen and try them;

4. Optimization strategy:

Many people think that the work is over after the implementation of the previous operation strategy is completed. In fact, there is more important data analysis and strategy adjustment work. This is why the position of data analysis engineer has been popular in recent years. So you can often hear operations say: data trend decision-making;

So how do we develop a data analysis plan? In He Yang's opinion, it should include the following aspects:

1. Basic website data indicator analysis: such as Pv, Uv, Visits, source analysis, click flow, heat map, bounce rate, retention rate , conversion rate, etc.;
2. Sales data statistics: Why do you need to know sales data? Because you need to calculate the conversion rate. Through sales data, we can also know the user purchase cycle, peak and off-peak seasons, etc., so as to make promotional activity decisions;
3. Conversion data tracking settings: Different conversion goals are mentioned above, so different data tracking corresponds to them;
4. Website conversion rate: no need to elaborate here!
5. Return on investment: profit/investment*100%. Calculate the return on investment. Bosses are generally more concerned about this. This is also an important indicator to measure whether your investment is valuable.
6. Analyze problems and adjust strategies: constantly look for problems, and adjust operational strategies in a timely manner when problems are discovered. This cycle is what a qualified operations staff should do;

Conclusion

Don’t think that the article ends here after writing the conclusion. There are other things in the operation plan that we need to plan, such as personnel arrangements, budget control, effect estimation, etc. Due to limited space, we will share the following part in "What does an operation plan that satisfies the boss and is valuable look like? (Part 2)". If you have any questions about the operation plan planning, please leave me a message or follow me on WeChat. You can refer to the ideas for writing operation plans provided above. It does not mean that you must follow these steps, but this is the general direction.

Okay, today’s sharing ends here, see you in the next article! (To be continued)