What skills does an excellent operation dog need to have?

I haven't written an article for a long time. I've been very busy recently. In the past, my team was large, with dozens of people. I could just assign tasks to everyone and have them do the work. Now I have to start from scratch and do everything by myself. Suddenly I have to do everything myself, every detail and every little thing. For example, I used to have three people helping me with data analysis , and they were all very experienced. Now, not only do I have to do operations , but I also have to do the most basic data collation by myself, including data collation, definition of data fields, construction of data reports, data analysis, diagnosis of problems, and formulation of operational strategies. I have to do all of this by myself. I feel that I am fully capable of taking on the role of a data product manager .

There are many similar things, so I feel deeply about them and want to write them down to share with you.

Some time ago, I shared with everyone on Startup Yeast. What kind of operation can be considered an excellent operation and what skills are required? Operations has a very low entry level, but it also requires an extremely high threshold to do well, and also requires a systematic knowledge structure and accumulation. I wrote a paragraph myself, how to be considered an excellent operation:

"I can write copy , do design, understand interaction, draw prototypes, do data, coax users, plan activities, manage channels, understand user psychology, and deal with PM and RD; I can fight alone or lead a team; I know how to summarize and improve, have the ability to learn quickly and the ability to sort out things systematically, and I also have strong business planning capabilities."

This is what I think an excellent operator needs to have.

The above jokes are not jokes. Real work is indeed like this and requires the above skills. An excellent operations staff needs to be trained in multiple operations modules and be able to integrate them in the end to achieve the best state. When talking about operations, many people talk about attracting new users, retention, and activation. In fact, this is just a basic process for users. The real operation involves many modules. Today, I do not intend to talk about each module in detail. I intend to talk about why these skills are needed. They do not necessarily have to be arranged in the logical order of operation.

When I first arrived at the company, I created an event page for investors to get free mobile phones. What would you do with this case? I discussed it with the designer and identified several core selling points: first, it must speak human language; second, it must refine the core selling points; third, it must conform to the user's psychological scenarios and exceed the user's psychological expectations; at the same time, the user's psychological anchor points must also be considered. It is necessary to design different psychological anchor points for users. The same thing expressed differently will lead to completely different reactions. Finally, we distilled the core into a few words: get the phone for free and earn free interest. 100 mobile phones were sold out in just 10 seconds after they went online. Of course, the effect of the activity is not entirely due to these few copywritings. The purpose of my giving this example is actually to say that a small activity page carries a lot of things, which is what I just said. You need to write the copywriting, how to grasp the user's psychological expectations, draw the prototype, and know what kind of interactive design makes it easier for users to place orders.

To do Internet operations, you must understand the user funnel model, especially in the traditional PC Internet era, the click-through rate of a page is the core indicator. There must be as much content as possible that is designed and laid out to meet the needs of different users (traffic), and then conversions and orders can be facilitated. The more users click, the more users may be brought to the next step. Therefore, an operator must have basic knowledge of web design and understand some basic knowledge of page design and interactive design.

Let me give you another example: we held a White Valentine's Day event a few days ago, and the investment rankings increased. The interest rates for all people will be raised, and the highest increase will be 30% (we often do interest rate hike activities, please pay attention to yourcaifu.com for details). We have always worked on this page normally and the effect is very good. I made a suggestion and added something like this to our page. (The text color, text content, and input box design were all discussed with the designer for a long time. Fortunately, after all these were discussed once and for all, they were solidified into modules. This picture is optimized by our designer again. It’s an iteration:)

A module specifically for new users, and the results are very good. We actually have this activity in other places as well, but the effect was not as good. Why is it so good here? First of all, we know that the source of users, the source of traffic for this page must be composed of new and old users. If all the old users can directly participate in the event, then what about new users? You want me to come in and invest hundreds of thousands or millions, do you think it's possible? Is it possible? Then new users are lost in vain. With this, new users will naturally convert. It's not surprising if it works, it would be surprising if it doesn't (there are many wealthy people on our platform, and those at the top of the list have invested tens of millions of dollars in us. It stands to reason that our interest rate is lower than that of P2P, so why do they still put so much money in us? The reasons I can think of are: 1. After all, we are a safe financial management platform , and interest is more important than principal, which is the first priority; 2. Among the major platforms with safe funds, our interest rate is the highest, so everyone will choose us)

What are mentioned above are some relatively basic operational skills, which require everyone to constantly do things and summarize, so that they will become conditioned reflexes. However, if you don’t practice, you will never have such a deep understanding and experience, so what I share with you may often be some details, but I hope they are all our real conclusions. I also hope that everyone will try more and don’t become the kind of person who "looks at a lot of products, but still can’t operate well."

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