How to increase the click volume of public account menu in a more scientific way? (Learn and use immediately)
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Here, taking increasing the click volume of the official account menu as an example, we will demonstrate to you how to operate the official account scientifically. If you want to increase the number of clicks on the official account menu, you have to make some "changes" in advance. How can changes occur for no reason without any changes? This seems like a correct nonsense statement. However, since it is a "change", does your "change" make the goal better or worse? This is the biggest problem. Many public account operators often make changes, but they are limited to changes and they don’t know whether they will produce any changes. Anyway, they just keep changing. This will bring a lot of uncertainty and misleading to our operations. You don’t know what will lead to the final increase and can only go by your feeling. In my opinion, operations also require science. All "changes" in the official account need to determine an operational goal in advance, and then determine the key indicators that can verify whether the strategy is feasible. Then new strategies (changes) are formulated and implemented. Then count the key data in the test cycle before and after the "change", and finally verify whether the key goals have been improved. To put it bluntly, it is to verify the feasibility of your "change". Here, taking increasing the number of clicks on the official account menu as an example, we will demonstrate to you how to operate an official account scientifically. Well, first let's confirm them one by one. 1. Determine an operational goal In other words, you must think clearly about what purpose you want to achieve, do you want to just increase user forwarding, or do you want to promote the message rate, or do you want to increase the image and text opening rate? All subsequent steps are designed based on your operational goals. In this example, the goal is very simple, which is to effectively increase the number of clicks on the official account menu through some new operational strategies. 2. Determine the key indicators that can verify whether the strategy is feasible The so-called key indicators are some key items that can be used to verify whether the goals are achieved. How do we verify that menu clicks are increased? In this case, it is very simple. Just compare the menu clicks directly. Of course, it can also be the menu click rate , which is menu clicks/total number of fans. Here, I will keep it simple and directly evaluate the menu clicks, that is, the key indicator = menu clicks. As for the deviation caused by the increase in fans, 2%-5% of the impact is deducted in the calculation process. However, there is one thing we need to pay attention to: key indicators must be able to truly reflect changes in targets. For example, in this example, the goal is relatively simple, so the key indicator is also relatively simple. However, sometimes the goals are broader, such as increasing the activity of public account users. How do you determine whether user activity has been improved? At this time, the key indicators are a bit more complicated, including picture and text reading rate, reading completion rate, message rate, like rate, etc. Please note that we are not doing scientific research, so we do not need to list all the key indicators that affect the target. We only need to select some of them that can truly reflect whether the target has changed. 3. Formulate and implement new operation strategies This is our new operational strategy to achieve this goal. What we want to verify is whether this strategy is effective and can achieve the goal. Under the goal of "increasing the number of clicks on the official account menu", our strategies can mainly include: 1) Guide users to click on the menu in the official account pictures and texts; 2) Modify the menu name and layout; 3) Pay attention to the automatic reply guide click menu; 4) Automatic message reply guides you to click the menu. Next, we need to make detailed plans for each strategy based on these strategies. For example, for the strategy of “pay attention to the automatic reply to guide the click menu”, what is the copywriting ? How long is the testing cycle? Is it necessary to test multiple texts separately? etc. It should be noted that when implementing these strategies, do not do them at the same time, because this will interfere with each other and it will be impossible to accurately judge whether each new strategy is effective and how effective it is. It is best to test them separately so that they do not interfere with each other. 4. Count the key data in the test cycle before and after the "change" This step is the simplest. You only need to collect data corresponding to the key indicators determined previously. Note that before you start implementing your new strategy, you must make a good statistical record of the previous "before change" data. Here we assume that we are starting to implement the strategy of "automatic message replies to guide users to click on the menu". I have added copywriting to the automatic message replies to guide users to click on the menu to get more useful information . The initial decision is that the test cycle is one week (preferably a complete cycle to reduce time interference) Then, according to the "Menu Analysis" function in the background of the official account, the menu click data for one week before and after the "change" is counted. Here I count the number of menu clicks. (Don’t allow too much disruption during the test, such as large events) (Should I share this form?) 5. Verify that key goals have been improved At this step, verification is carried out. Sometimes the verification is very simple and does not require calculation. For example, it is obvious here that the number of menu clicks has increased. However, let’s still do the calculation: 3695-3014=681, which means that the total number of menu clicks increased by 681 times. However, as mentioned earlier, we need to deduct 2%-5% of the impact of fan growth. Because the number of fans increased slightly, it is calculated as 3% here. That is to say, the final increase brought about by the strategy of "automatic reply to messages to guide click on the menu" = 3695X(1-3%)-3014=570, an increase of 19% before and after the change. After comparison, it is feasible. Of course, you can also continue to verify the effects of different copywriting, and verify the impact on the number of people who click on the menu and the average number of clicks per person. By the same token, we can continue to verify the effects of "guiding clicks on the menu in the official account's pictures and texts", "modifying the menu name and plan", and "focusing on automatic replies to guide clicks on the menu". This can be verified repeatedly. In short, the operation of WeChat public accounts needs to be carried out scientifically. We cannot achieve our goals based on our feelings or constant hard work. We need to know whether any changes we make are valuable. We cannot just do it without summarizing. Especially for other people's better strategies, we also need to verify them with our own official accounts. Simply copying them may not only fail to work, but may also kill you. This will also help us accumulate correct experience and increase our core competitiveness. "Analyzed" and "done" are completely different. Okay, that’s it. If you find it helpful, you can collect it, like it, or share it. This is important! Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @木木老贼 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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