General process of online event operation

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.

Online activity operation is not limited to online activities. If there are offline resources or sufficient activity budget, the o2o effect of the activity is also very good.

As long as you are confident in the activities you are planning, you should try every possible way to gain traffic and just do it.

1. According to the time node (traditional promotion period of holiday market)

Give an activity schedule, and preliminarily formulate activity themes and time points (all the following arguments are based on your company's website, and the marketing and design department personnel can provide normal support, and will not be emphasized below); conduct research to determine the intensity of the activity based on the historical data of your own activities (if any), the strength of competitors and the overall market expectations. Of course, the final determination of the intensity of the activity must be communicated and confirmed with your company's product personnel or your supervisor.

2. Confirm the process plan of the activity

As well as the specific implementation docking plan, including the final determination of the intensity, how to present, product selection rules, event preheating and promotion, and making a web prototype based on the event concept (Axure Excel can be used). Anything you find useful and can explain your presentation ideas is fine. After consultation, discussion and confirmation with department leaders and product personnel, the process execution phase begins.

3. Based on previous activity data + historical year-on-year traffic conversion data

Combined with the forecast of promotion channels, we can estimate the desired effect of this event: traffic volume, conversion rate and sales amount, which will serve as the final action goal of this event and the basis for analysis after the event. At this point, you can start liaising with the marketing department and website operations to schedule and confirm the promotion channels and the location of the web pages on the site.

4. Submit the final version of the prototype

The copywriting theme and design are connected with the front-end, and the activity page is designed. At this time, you need to maintain close communication with the design, and try to make the design or front-end designer understand the effect you want. Usually, if the communication is not smooth at this stage, it will cause the design or front-end to repeatedly modify the drawings, resulting in a huge waste of workload and working time. All design effects should be modified and confirmed as soon as possible before the design requirements are completed. Some companies may develop general templates for activities independently, and they can simply find a design header image and build the page themselves. No front-end design is even required.

5. Collect and select products according to the selection rules determined in the early stage

Submit the design front end (in the absence of a universal template), and wait for the link to the final page to be given. Adjust the final product layout order based on presentation, aesthetics, matching, price, sales and other factors. Of course, this step can be completely determined before submission.

6. Submit the completed links and materials to the marketing department

Carry out event warm-up and formal promotion. The promotion channels include: SEM WeChat public account, Weibo, SNS network alliance, hard advertising, SMS EDM, offline promotion, DM single page, apppush, etc. Of course, if you are a merchant on Taobao Tmall, JD.com and other platforms, you can also participate in the platform's marketing tools to purchase positions such as through trains, after all, the traffic of these platforms is very good.

7. The event is officially launched

At this time, you should monitor page traffic data, click data, and conversion data in real time, replace products with high traffic and low conversion, and adjust products with low traffic and high conversion to a prominent position to increase click-through rate. The overall page is adjusted according to sales conditions. Replace products that have no sales during the monitoring period. This phase lasts until the end of the event.

8. Data analysis and review after the event, by analyzing the traffic source, the overall page views, the UV page click rate to the product details page, the UV to effective order conversion rate, the click and sales of selected products, compared with the previously set goals, different data points are analyzed for different reasons, to find the hot products of this event, and the reasons for the high traffic and low conversion of products. Make analysis reports and prepare data reserves for future product optimization and seeking hot-selling products.

The above eight items are not in exact numerical order. Some things can be carried out at the same time. The execution, planning and operation of a single activity do not necessarily follow this process completely. And many times, each node that requires coordination in these links will not go as smoothly as we expected. I believe everyone should understand that "things will not be as smooth as we expected, nor as difficult as others tell us." I have finished the above chicken soup for you all, please feel free to do as you please.

The above steps are not applicable to all activities and are for personal reference only. The above steps are not applicable to all online activities. Some companies may have formed a relatively complete activity process system, so some nodes may be different.

I have said so much only because I have encountered so many pitfalls in recent activities and I feel inspired to do so. Here is a brief list of the details of the event:

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.

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.

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.

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.

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.

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.

The above (product activity operation process) is my humble opinion on activity operation. I hope this helps you.

Author: Wang Huan

Source: Wang Huan