Operation experience: Use the heart of flirting with users, it is reliable

The topics of Internet finance or e-commerce activity operation are both too broad, and an article would either be too general or overly sweeping. Therefore, this article will talk to you about practical experience from the perspective of event experience summary, and experience and record the process of online event operation from 0 to 1 on the lender side. The so-called experience actually means falling into countless traps.

The level of flirting with a man should be to not treat him as your first love, to conceal your deep affection, and to appropriately distance and encourage him so that he feels that he is actively flirting with you; and all of this is under your control. The same goes for flirting with users. Understand the other person and do your part.

Full firepower spit

• Feeling 1 : Not knowing the true face of Mount Lushan - Is this a points redemption mall?
• Feeling 2: Even good wine needs to be hidden in a bush - it is so difficult to click into the mall, why can't I go to the main tab page?
• Feeling 3: The straight male style is overwhelming - Is JD.com's top-selling product suitable for mall users?
• Feeling 4: Serious classification - lack of scenario-based content, no PGC&UGC, am I determined to place an order?

Find fun in battle

As I got started, I gradually saw the biggest difference between online shopping and general investment and financing :

• Investment and financial management itself is a low-frequency behavior, and the user decision cycle is relatively long;
• If the mall can connect users' life scenarios through "commodities" and integrate investment behavior into the consumption process, it can take advantage of shopping, a naturally high-frequency behavior, and create more opportunities for contact with users. Therefore, the mall’s product selection and user habit formation are crucial at this stage.

Start flirting without saying anything

Only when the methodology is put into practice and we know ourselves and our enemy can we make strategic plans.

Based on observations and summaries, the user portraits of the mall are as follows:

1. The sensitivity to interest rates is not high enough, and it may be more "commodity-driven"
2. Want to manage money and want to lose money
3. Younger, hard-working, and willing to try new things

The idea based on the initial crowd portrait is to first meet the daily needs of mall users to create a "financial management + BUY + both" lifestyle.

• In addition to the basics: clothing, food, housing, transportation
• There are also some things like: beauty, fun, burning, and etiquette.

Hold back the desire to spend money

Liking is unrestrained, while love is restraint - don't rush to spend money.

In terms of activity costs, we have always been lower than our competitors at this stage, and we have been engaging in close combat with our opponents in a variety of forms. Regardless of whether the budget is limited or we spend freely, we should have a "stingy" spirit of spending money wisely.

A good activity needs to meet the following requirements:

1. Accurately attract smart users who can provide value
2. The process is simple, you can know how to participate at a glance
3. Save money, after careful calculation, I still think it is worth a try
4. Very sticky, I will come back to check it out occasionally

First, then better

With limited development resources, we need to ensure that the four wheels of the product are running in parallel. The first thing to solve is the improvement of the basic functions of the mall, such as the search function and the optimization of the after-sales process.

At this stage, you can put attracting new users on hold. While the basic functions are still being improved, a massive influx of new users is definitely not a good thing.

At the same time, we are also adding and optimizing product categories, testing new categories in the form of scene shopping, and understanding user preferences. Make popular small activities into fixed sections to free up developers to do more reusable, interesting and innovative things. At the same time, we are also accumulating some common activity templates to improve the speed of activity launch and development efficiency.

Doing a project is like steering the ship

Good project management is as important as steering the ship at sea - work backwards from the activity time calculation formula and make preparations in advance.

After more than 3 months of fast pace, we have gradually sorted out activity routines suitable for mall users. In order to catch up with the business trip, I replayed the previous activities with my front-end classmates in Chengdu, recorded the completion time of each stage, and summarized a formula for calculating the activity time, which will be used for time estimation of future activities.

My previous experience of launching several fast-paced events actually led me into a misunderstanding, thinking that an event of National Day difficulty would basically only require three days for the front and back ends combined. In fact, for such an event, at least seven days would be needed from determining the development plan to completing the test. Accurate estimates before the event can better avoid risks. At the same time, sufficient testing can save almost 1 times the front and back end adjustment time.

summary

The growth figures brought by the smooth launch and offline of each activity are certainly important, but there is no need to be afraid of encountering those unknown and annoying "pitfalls". If you can figure out the rules, you will get smoother and smoother, and you can free up more energy to change the purpose of the activity from the initial "make everyone feel fun and want to try it" to "see if the conversion rate has increased compared to the previous time?", to "how to improve retention ?", to "how to spend less money to achieve the effect of the previous activity", and then to "how to find the magic numbers that really drive growth?"

Operating with users is like Sherlock Holmes solving a case. In the process of unraveling the mystery, you get closer and closer to them. After peeling back the layers of mystery, they are no longer the flickering clouds in the sky. From then on, you know who they are, where they come from, what they have done, what they like to do, and what they may do in the future.

The fun of this thing is to allow activity data to accumulate and continue to generate value, interact with users more accurately, and make operations invisible so that users cannot feel the existence of operations at all.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @米巧慧 (Dianrong Gang) was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!