This time I want to talk to you about product operations .

The product is like a sword. Victory or defeat depends not only on the sword. If the product is a display of hard power, then operation is soft power.

How can a new product quickly capture the market after it is developed? The key is to make the product well-known and popular. The user experience after purchase is good, which can retain users and have a good reputation, making users trust the company and willing to try other products of the company.

This is like a flywheel. After it runs well, it will turn faster and faster. The most difficult thing is how to make the flywheel start turning. In summary, there are three points:

1. Improve the conversion rate of effective users

1. Conversion rate calculation formula

Conversion rate = expected behavior number / total number of people

The total number of people is fixed within a certain range, so the most important thing to improve the conversion rate is how to increase the number of people with expected behaviors. Expected behaviors are the behaviors that we hope to achieve when considering our goals.

2. How to increase the number of people who engage in the desired behavior

1) Clarify the source of data

Know what brings in the main traffic, clarify why new customers are lost, understand the factors that cause customers to leave through the lost links to optimize the business. If the loss is higher than the conversion, further modification of the information is required.

2) From details to transformation

What do new customers notice and what causes them to leave? Generally speaking, what are the points that a new customer pays attention to? What are the points worth considering? We need to plan them the best.

3) Understand the user channels

The overall conversion rate is very high, but it does not mean that every detail can be converted into a specific one. Only after knowing the details of each piece can you optimize it, and only by improving the overall data from point to surface.

2. Provide users with a better experience

1. Learn to think from other people’s perspectives

This is a very important point because when you choose to think about problems from someone else's perspective, you will have different ideas and directions. Because of different positions, there are different opinions, no preconceived ideas; no stereotypes, try to understand other people's thoughts and experience the existence of "you".

Similarly, if the operator is a user, what kind of perception and feedback will he have at the corresponding time node and when the corresponding event behavior occurs, we need to simulate the possible states.

Think about the problem from the other party's perspective and interests, understand the user's psychology, and let the user immediately feel "Ah, this is what I want!" without having to think about it. This will definitely make it easier for users to accept it, and the effect will be more significant.

2. Jump out of the data and look at the data

1) Abandon your preconceived positions

The most typical example of preconceived stance is availability bias.

That is: once you have preset a certain position, you can't help but pay attention to things, objects, and people that are related to your ideas; if you find that they are in line with your assumptions, you will have the thought "as expected".

However, in fact, when you think like this, your data analysis has already shown a directional deviation. What’s even more troublesome is that most of the time, you are completely unaware that you only see what you want to see.

Similarly, when doing data analysis, if you have a preset position, you will unconsciously collect data that can prove your point.

However, the essence of data analysis is not to prove your own point of view, but to gain insights into the direction and breakthrough points that can increase KPI from the data. It only studies the fluctuations of the data and the nodes of fluctuations. Therefore, we must have a rigorous and responsible attitude, maintain a neutral stance, and objectively evaluate the issues reflected by the data.

2) Integrate key data

• What exactly causes the data changes?
• How to improve or promote data changes?
• Gain experience. What kind of treatment and plan should be taken next time a similar situation occurs?

For example: The transaction volume of a certain brand’s e-commerce has recently declined. What data do the operators need to look at?

• Page traffic changes + changes in traffic from various channels;
• Browsing behavior of logged-in users, number of users who used the shopping cart but did not purchase, and product types;
• The bounce rate of the payment order page;
• Others: prices of similar products on competing platforms, traffic changes on the same node on competing platforms, the website’s recent abnormal monitoring report, etc.

3. Establish product brand awareness

It is impossible for consumers to try every product before purchasing; they mainly buy based on the brand effect. If a brand is well-known, consumers will buy it because of the brand effect even if they have never used it.

Let’s take Nongfu Spring as an example to analyze:

1. Nongfu Spring has established three major concepts for users

1) Environmental protection concept

Nongfu Spring never uses city tap water. Every bottle of Nongfu Spring has its source, and it insists on building factories at the water source.

2) Natural concept

Nongfu Spring occupies four natural high-quality water sources and believes that only natural water sources can produce high-quality bottled drinking water.

3) Health Concept

Based on the World Health Organization's "Guidelines for Drinking Water Quality", Nongfu Spring only produces natural weak alkaline drinking water and firmly opposes the addition of artificial minerals to water.

Nongfu Spring's popular advertisement

In 1998, a pure water advertisement appeared on CCTV, which attracted widespread attention from consumers. This was Nongfu Spring.

Using a suspenseful approach and the slogan "Nongfu Spring is a little sweet", it quickly became popular across the country. Although the product had not yet been launched on the market, the advertisement had raised its brand awareness from zero to a name known to everyone in a short period of time, creating enough hype for the launch of the bottled water and greatly opening up the market.

2. Market segmentation and positioning

1) Segmentation

Standards: geography, age, gender, income, social class, etc.; groups: students, office workers, athletes, etc.

• Nongfu Spring: No restrictions, open to everyone;
• Farmer's Orchard: Age range 10-60, with 10-30 years old as the main group. Drink 100% orange juice for a long time to supplement the vitamin C needed by the human body. Drink more and you will be more beautiful.
• Farmer Scream: Age range: 15-40, with 15-30 being the majority. They are mainly students and other young people who love sports, are full of energy, and have a demand for functional drinks.

2) Positioning

• Attribute positioning: Drinking water is healthy, natural and pure;
• Packaging positioning: The specifications follow the internationally accepted positioning, and the color is red;
• Marketing positioning: determine the basic strategy of the product and become a market leader.

Over the past decade, Chinese Internet companies have often adopted a traffic-driven operating model. By using advertising and offline promotion to attract users to the product, we hope to convert some of these users into paying users.

However, the cost of acquiring customers has become increasingly high in recent years, so only a benign and cyclical operation method is the core of future operations. It is necessary to improve user retention and conversion rates, provide users with a comfortable user experience, have a good corporate image and brand effect, and make the flywheel of product operations turn faster and faster.

Author: Zhuge io

Source: Zhugeio