【Practical】General process for online event operations!

There is no clear definition of operation and special work. Many companies basically directly recruit operation personnel with complex job descriptions, including event planning and execution, traffic control, page operation, new media and self-media operation, data analysis , and others (miscellaneous work). This is especially true for small companies. In fact, Internet operations are under a lot of pressure from the company’s indicators, such as GMV (gross merchandise volume) and traffic conversion indicators. Today I will sort out the messy work items, sort out the details, and sort out the general process of online event operations for everyone.

The operation of online activities is not limited to the online world. The o2o effect of activities with offline resources or sufficient activity budget is also excellent. In the words of my boss: As long as you are confident in the activities you plan, you must try every possible way to obtain traffic and just do it.

1. The general promotion efforts try to highlight the price signal, with discounts starting from a certain amount, free orders, coupons, flash sales, gifts, etc. However, the efforts of starting from a certain discount may not be significant enough. But having said that, these are the only ways to promote products, and they all remain essentially the same.
2. The activity can be preheated by accumulating traffic through various social games , and coupons and other preferential policies can be distributed through these games. It is not just limited to the usual regular page display practices. There will be more creative ideas for more ways to play, this year's Jingyefu and WeChat picture red envelopes, there is nothing you can't do.
3. When it comes to product layout, you must put the main products, flash sale products or hot-selling products at the top first. Users access the PC web page through an F-shaped browsing path. The first screen layout should try to accommodate hot-selling products. On the mobile terminal, browsing is done in a straight line. The products on the first few screens are directly regarded as the products with the highest number of views. It is very important to ensure that your hot-selling products are on the first screen.
4. Product selection rules: Select products based on the strength of the activity. What are the basis for product selection? The selection criteria include recent sales, praise rate, price, etc. Of course, it is better to use products with ultra-low average order value as a gimmick to attract traffic. Combine the above factors + the products that product personnel need to promote to arrange the page.
5. The way the page is presented is not decided on a whim. Design has its own set of aesthetics, and operation has its own set of aesthetics. Maybe your direct boss also has another set of aesthetics. At this time, you must make sure of it when you raise the page design requirements. The most direct way is to refer to the excellent cases of competitors to conduct demand assessment. It does not need to be the same. It must have its own characteristics (theory is empty). The general principles of event page design are to be consistent with the promotion theme, quick and direct access to floors, reduce users' operating costs, and have beautiful and reasonable page layout.
6. For promotion, it is very distressing that there is no place to display the event special page planned by yourself, especially for large companies. All categories are competing for the homepage slots, so when planning an event, you must first consider the number of slots for the event to be exposed. This is very important. Simply relying on external investment to attract traffic or focusing on your own niche will not produce any results. Of course, operators who can control their own pit operation and maintenance authority can ignore this point.

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