3 Thinking Habits for Operations: Process Thinking

Whether you are doing activities, user operations , or other specific operational work such as product optimization, don't rush to start executing. First, you should ask yourself the two questions above, find the answers (i.e. the goals), and then make plans and implement them. In this way, no matter what the process is, at least the result will not be wrong, it’s just a matter of how much is completed.

I have talked about three thinking habits before. Today I will explain the second thinking, which is also a very critical thinking after understanding the goal, called process thinking. Simply put, process awareness means that when you are making a specific plan for an operation, you need to first fully describe the entire process of user participation and carry out detailed design for each key node in the process . To put it bluntly, you need to think clearly about the user behavior path.

The most typical application scenario is actually the funnel model (Figure 1). The funnel model is the most commonly used model in marketing . The implicit logic behind it is actually the behavioral path of potential users in your marketing activities, including attention->word of mouth->purchase.

Figure 1

Regardless of the channel, users will first pay attention to your product, and then form intrinsic word-of-mouth value based on intuitive experience, evaluation, advertising, etc., which will ultimately trigger the desire to buy and place an order. In the entire user experience process, "attention->word of mouth->purchase" are three very critical links. The reduction of churn rate in each link can have a very large impact on purchases (that is, final profits). Therefore, marketers need to find ways to improve the conversion rates of these three key links.

For example, I can add product exposure and activity positions on the homepage to attract more traffic to my products, and form a good reputation among users about the products through reviews, order posts, celebrity endorsements, and expert recommendations from users who have already placed orders. Finally, a discount coupon or other subsidies will convince you to place an order. One logic that needs to be noted here is that each key step must find ways to maximize the import of users to the next key step, which is the so-called conversion rate, and the fundamental source of all conversion rates is the first key step - exposure.

Let me give you a negative example: Brother Liang has a friend named Xiaomao who has been working in Beijing for a few years and has recently started to promote the specialty of his hometown, the Mei Zao cherries. Last year, she tried a promotion on WeChat Moments. The reasonable price, delicious fruity taste, and direct delivery by SF Express helped her accumulate hundreds of customers in just one week, many of whom made multiple purchases. So, this year she created a WeChat public account , preparing to increase her order volume through new media .

When she enthusiastically described to me her plan and how to improve the conversion rate through copywriting and materials, Brother Liang couldn't bear it but had to pour half a bucket of cold water on her. The reason is very simple. I just asked one question, "Besides WeChat Moments, what are your channels for user exposure?" She thought about it for a long time but couldn't come up with an answer. Without initial product exposure, no matter how high the subsequent conversion rate is, it will be useless. So Brother Liang gave her some suggestions: in the current situation where her small business has no promotion budget, try to find a few WeChat accounts to help with CPS promotion; in addition, try to increase friends' motivation to share the official account by sharing discounts and other activities in the circle of friends, etc.

The method mentioned above is a very common behavioral process analysis in e-commerce operations to promote sales growth. In addition, process thinking is also widely used in other daily operations, and can even be said to be ubiquitous. Here is a specific example: red envelope event planning.

Distributing red envelopes/coupons is the most commonly used method for attracting new customers by the rich and handsome guys represented by Didi. Let’s briefly talk about the process thinking of this type of activity.

First of all, as mentioned in the previous article, let’s first clarify the purpose and goals: the purpose of this activity is very clear, to attract new users, so the goal is to add **** new users within the ** period.

OK, now that we have a goal and have decided to use the form of sending red envelopes, the next step is to break down the user interaction process (see Figure 2 below).

(Figure 2)

The whole process of attracting new users, from following your activity to installing and activating, is basically the key steps shown in the picture above in red envelope activities. After analyzing the process clearly, we need to design and optimize each key step. Each step has a purpose and value, and there are many details that need attention. We will explain them one by one.

First, users will pay attention to your activities through various channels. Theoretically speaking, the core of this step is to expand high-quality channels. High-quality channels have a huge number of active users, and they need to match the target user group of your product. But there are two very practical problems:

• Is the target user portrait you analyzed really your target user? Based on the limitations of the current number of product users and promotion channels, it is likely that the higher-quality target users do not account for a very high proportion of the current product's active users.
• Where can I find so many high-quality channels? Channels with a large number of target users will be popular items for various apps. Why would the other party cooperate with you? In addition, due to limitations in promotion budget, product brand and reputation, and the connections and expansion capabilities of business and marketing personnel within the team, it is even more difficult to acquire these high-quality channels.

Therefore, in actual promotion, as long as the cost allows, all channels that can be used should be reviewed.

2. Users who are interested/have needs will click to view event details. The core of this link is actually the choice of theme, which is why many operating partners say that leveraging marketing and topic marketing are crucial. Because the click-through rate of this topic is relatively high.

Choosing a topic that users are interested in is half the battle. Next, you need to design a thumbnail, title, and subtitle for your event. The most critical thing is the writing of the title. The difference in conversion rate between a good title and a bad title is huge, so huge that you can't imagine it. There are actually two key points to an excellent title: the beginning should be able to catch the eye instantly, and the entire title should simply and efficiently bring the reader closer. With these two points, the conversion rate of the title will basically be at an upper-middle level.

3. After learning about the event details, interested users will enter their mobile phone number and click to receive the red envelope. The core of this step is actually to give users enough reasons to enter their mobile phone number and click to receive the gift. The most common reason is the amount of the red envelope benefits. Of course, it would be great if you could come up with more attractive reasons for users, but this often means increased costs.

Therefore, you need to evaluate the red envelope cost required to drive users to enter their mobile phone numbers, the acceptable cost range of the activity budget, and the cost strategy of competitors, and finally determine a benefit amount. This link is actually a game between cost and churn rate.

4. After successfully receiving the reward, we hope that users will pay attention to downloading the APP. This step is very easy to be overlooked by some friends, but it is very critical. Generally speaking, the churn rate of users who receive red envelopes but do not download the APP immediately is 6-8 times that of users who download the APP immediately.

A common practice is to put an APP download button on the successful receipt page, but this is very blunt and the click-through rate is actually not high. There are actually ways to improve the conversion rate of this step. Some operations partners prompt users on the successful red envelope page that the red envelope has arrived, and users need to download the APP and activate it before they can see it (or even only click the button below to download the APP to see it). Some smart operators also configure a discount red envelope for the channel package of this download link, prompting users to download and then give it to them.

5. After the user clicks to download, he needs to complete the installation and activation as soon as possible. There isn't much we can do here, but there are some things we can do. It all depends on whether you are willing to think about it. For example, after the user clicks download and enters the download page, can a download progress bar be displayed to relieve the user's anxiety while waiting for the download? Even the progress bar can be displayed fast at first and then full, that is, the download progress reaches 90% quickly, and then slowly moves forward on the last 10%.

We need to carefully polish each of the key steps above, and the goal of polishing is to increase the conversion rate. Synchronously, the landing pages and jump points of each link need to track data to ensure real-time follow-up of the effects during the activity and continuously optimize the conversion rates between each link. I will not go into details about the specific data analysis here. It is actually not difficult and does not require advanced statistical knowledge. Just follow the rhythm of the analysis in the flowchart above and control the churn rate, and you will be OK.

Finally, let’s talk about two very important strategies for optimizing the process after sorting out the process:

1. The shorter the process, the better, that is, the fewer user behavior nodes, the better;
2. The conversion effect at each behavior node must be maximized.

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