To operate a great website, you must first become a good "psychologist"!

This article does not share too many practical skills ( operation techniques), but I dare say that as long as you read it carefully, I believe you will have a new understanding of website operations, especially what the essence of operation work is (operation methods). Judging from the title, many people may not understand how website operation and psychologists are related? If you calm down and think about it carefully, the entire process of website operation is actually similar to the treatment process of a psychologist, which is a process of psychological analysis of users!

1. The role of a psychologist

We know that psychologists are mainly psychotherapists who use a lot of psychological expertise to provide diagnosis and help users get out of new shadows for users with inner disorders.

So their work flow can be roughly divided into: listen to patients’ voices – propose solutions and treat (communication) – complete and obtain user approval! We can imagine the psychologist as a middle link, connecting the pathological psychology and the normal psychology, and is a process of resolving the transformation of the patient's psychological needs;

Every psychological patient has different psychological disorders, and psychologists need to give different treatment plans for these patients. For example, for patients with greater emotional fluctuations, the doctor will try to slow down the tone to comfort him, or even hypnotize him; for pessimistic patients, the doctor will try to give him hope, and try to keep the tone positive... So before that, a very important step is to listen and analyze the user's confusion!

2. The relationship between website operation and psychologist

The essence of website operation is actually very similar to that of a psychologist. It is a connection between user pain points and solutions to pain points. As for the intermediate process (practical operation skills), it is the same as the process of psychotherapy. You can play freely and give different solutions to different user needs. This is a big connection and also the main idea of ​​operation!

Why do we often hear many novice operators complain: What exactly does website operation do? The fundamental reason is that they are not aware of the existence of such a connection relationship as website operation!

In fact, this kind of connection relationship is not only macroscopic, but also contains different connection relationships in each specific operation step. Let's take an example to illustrate this ubiquitous connection relationship in website operation:

1. User positioning (pain point needs - solving pain points)

As for the positioning of target users, many articles have been written before, so I will not repeat them here. What I want to share with you here is the connection relationship in the process of positioning target users: pain point needs - solving pain points (labeling users);

How to discover needs? The method of a psychologist is to listen to the patient's voice. The same is true for operations. We must learn to listen to the user's voice. We can conduct research and brainstorm. In short, we need to collect information about the user's pain points. This is equivalent to the process of taking a pulse. If you can't even diagnose your own user's "symptoms", you will not be able to carry out the subsequent work.

User psychology analysis: Starting from the advantages of the product itself, we will continuously analyze the explicit and implicit pain points of users, such as:

Users who want to lose weight are worried that being too fat is unhealthy, that many weight loss products have side effects, and that they are afraid of rebound and being cheated...

People who have plastic surgery want to become beautiful, have a good reputation in their circle of friends, have good career prospects, and have a sense of achievement from being pursued by others...

Then we can easily get the characteristics of the target users by inferring the user portrait based on these pain points.

2. Find target users (Internet access needs - positioning the fish pond)

Where are the target users? Because we can only sell things to people after we find them, but many novice operators still don’t understand how to find their target customers. If we use the same website operation connection relationship to think, the problem will become very simple: Internet demand - positioning the fish pond! That is, if users want to solve their own confusions, they will definitely try to find answers, and the process of finding answers is what we call Internet needs.

User psychology analysis: Users have many needs when surfing the Internet, such as searching, Q&A, discussion, reading... At this time, we need to analyze the user's psychology. If they encounter that pain point, what kind of solution will they look for? The solution they use is where we ultimately find the target user pond. When you figure this out, you have established this connection.

3. Target user diversion (bait demand-pond)

Knowing what the users look like and where they are, the next step is to lead them into your own pond (website, forum, WeChat, Weibo, QQ group, etc.). At this time, a new connection relationship emerges: bait demand-pond!

User psychology analysis: Why should users follow your footsteps? It's very simple, because you can give him what he wants, this is the bait; so what kind of bait do users like? E-books, good articles, video tutorials... these are what you need to consider; where do you want to take users? Websites, forums, WeChat, QQ groups... Every fish pond has its unique advantages. For example, the forum can settle down users and facilitate management. QQ groups can often interact with users in real time... And these user psychology are also what you need to analyze!

Once you figure out the above problems, you will have established the connection relationship for drainage.

4. How to keep users? (Sedimentation demand - loyal users)

Well, at this point, your “operational plan” has been 1/3 successful, because you have people, and it’s easier to get things done with people! The next task is to see whether you can "use people"; the connection relationship at this stage will naturally emerge: sedimented demand-loyal users.

There is a saying that goes, in the Internet age, users can have 1,000 reasons to abandon you, and there is no such thing as who is responsible for whom. So we try every means to retain the users we have worked so hard to find;

User psychology analysis: If we want to understand why users become loyal users, we can start from two aspects: Why do users come? Are there any potential needs of users that can be improved?

The first question solves the original intention of users to pay attention to you, so we must continue to solve this need of users. For example, if they want to learn experience in a certain aspect, we must continue to provide them with valuable experience to share, so that they will continue to pay attention to you.

The second question has reached a new level. We take the initiative to explore users' potential needs. Users may not even know about this, but such needs do exist and are very strong. For example, the demand for the grip of a mobile phone is about how the phone should be designed to be most comfortable for users to hold. Users may not have really thought about this themselves, but when you let them experience such a product, they will praise you from the bottom of their hearts because you have met their potential needs!

After we figured out the above problems, we established a new layer of connection, which is to meet the user's sedimentation needs and become our loyal users!

5. How to achieve conversion? (Stimulate conversion – success)

This step is crucial for operational work. After doing so much work, the ultimate goal is conversion (of course, the conversion we are going to talk about next is based on loyal users). The connection between operations work in this step is also very simple: stimulate conversion—success;

User psychology analysis: Why should users buy your products? How do you beat your competitors? What is the biggest worry before users convert? What are you most worried about after user conversion? What do your competitors have that you don’t? …

These factors will become the fundamental reasons affecting user conversion, so we must pay enough attention to them. For example: What advantages do you have over your competitors? More affordable prices, meeting more needs, better product experience, more humane after-sales service, etc.; or what are users most worried about before and after purchasing your product or service? Is it possible to have a free trial? Is there a return and exchange promise? Is there a formal invoice? How is the after-sales service? How will the subsequent maintenance be done? And so on.

All of the above can be used as a point to stimulate conversion. If you can find more points, the possibility of user conversion will certainly be higher;

6. What problems exist? (Optimize requirements-perfect)

Many novice operators think that after completing the above work, everything will be fine and the job is done! In fact, this is a big mistake. All the previous work only indicates that the psychologist’s diagnosis and treatment process is over, but what about the patient’s subsequent recovery? Is it necessary to make targeted adjustments to the treatment plan to achieve a fundamental cure? There is still work for us to do;

So there is another connection here: optimization needs - perfection; there is no guarantee that your product or service is perfect in the minds of users, so optimization is also a potential pain point for users to some extent. Some people say that the user has already completed the transaction, so why bother with all that? Then I want to ask you: Do you want secondary marketing ? Do you want to spread word of mouth?

User psychology analysis: If you want to optimize your product, the first thing you need to do is to collect user experience. Someone asked: How do we know what the user experience is like? In fact, this is not difficult. There are two methods: active collection and data analysis !

Active collection mainly means that we can set up a user feedback channel on the website, where users can feedback any problems they encounter during use and understanding, and the website must have a response mechanism for user feedback!

Data analysis is also the most common way we analyze user behavior. For example, for websites, we can install statistical codes (Baidu Statistics, CNZZ Webmaster Statistics, Google Analytics, Webstrend, etc.) to analyze visitor behavior (detailed data analysis methods will be introduced later), such as source, bounce rate, visit duration and depth, event statistics, conversion funnel analysis, user click flow, heat map, etc.; for WeChat public accounts , we can analyze picture and text reading, forwarding, likes, fan growth curve, etc. These indicators can reflect the user experience effect from the side, and can serve as a good reference for us to adjust and optimize operation strategies;

Final Thoughts

Well, I have written a lot about the relationship between website operation and psychologists. In the final analysis, for every step in website operation, we have to understand the user's psychology like a psychologist, and then propose targeted solutions to ultimately achieve our goals. Now that you understand this main line, will you still be at a loss as to where to start operating your website? Finally, I am not your teacher on the road of operations, but I can be your good partner in learning operations!

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This article was compiled and published by @何杨由(APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!