Three key words for Internet business: product, traffic, and conversion rate

Traffic operation cannot be carried out blindly when hearing that a certain project is making money. In the process of operating traffic, what is important is not fission and creating traffic, but understanding, because understanding traffic itself is making money.

Some time ago, a friend came to me for consultation on starting a project. During the communication process, it turned out that my friend didn't know much about the Internet and traffic operations. He was just ready to rush in when he heard others say that a project could make a lot of money. I have heard of many similar situations as my friends, including some who are already working in the Internet industry. However, their understanding of the "logic" of Internet business is far inferior to that of some grassroots Internet entrepreneurs.

In my opinion, before we do traffic, it is far more important for us to understand traffic than to split or create traffic.

Many times, I find that people around me have no idea about how to generate traffic. They only know to attract a lot of friends to their WeChat accounts or increase the number of fans on their public accounts, but they don’t understand the purpose of generating so much traffic in this process.

Traffic is actually our users. We have always had users, but the users we need are not here yet, so we need to do a series of drainage actions to incorporate users from other carriers into our system. This system can be a personal WeChat account, a public account or a WeChat group.

Only when users enter our system can we truly achieve our ultimate goal of traffic generation - monetization.

The three most important keywords for Internet business: product, traffic, and conversion rate

The competition between us and our competitors is nothing more than who has more advantages in products, who has more traffic, and finally who has a higher conversion rate and better optimization. In this series of competition, you can only make money if you can survive longer than the other party.

So how should these three keywords be ranked when allocating resources? Is product first? Traffic first or conversion rate first?

The conclusion I have drawn from my own practical experience is that the first is the product, the second is traffic, the third is conversion, the fourth is still traffic, the fifth is conversion, and the last one is the cycle.

Why is the order arranged like this? Because the product in the first step is to attract traffic, and after the first wave of traffic comes, you will have a system to carry the traffic, which is the personal account, public account and WeChat group mentioned earlier, and then the third one you will test the conversion of the wave of traffic you have received. When you finish the test, the traffic at this time is in large quantities.

If the testing process goes smoothly, you may try every possible way to find someone to help you push traffic. At this time, since you are already familiar with the entire conversion process, you can handle this part of the traffic. You just need to keep circulating it in your system, and your traffic will only increase.

When we analyze these paths, there are many factors involved. For example, when we look at products, if your product is good, what can your product satisfy in the above path?

I think it can meet two points. The first point is that it can satisfy repeat purchases . Users will come back to buy again after purchasing, thus achieving a cycle. The second point is that users will refer the product. Good products can speak for themselves. After using it, users will recommend it to people around them to buy it. Only then can it be considered a good product.

The second node is high traffic . What does high traffic mainly satisfy? It’s about selling what you have. If you don’t have traffic, you have nothing to sell. If you don’t have connections, you don’t know who to sell to. So the only thing we can do to get more traffic is to have someone sell our products to them.

The third node is conversion . What problems need to be solved in conversion? The problem that is difficult to sell is solved. That is, the product itself may be good, but users need to buy it to know whether it is good or not. Just like when we buy fruit, we can only know whether it is good or not after we have tasted and experienced it. Therefore, conversion needs to be placed in the third place to solve the problem of difficult to sell.

Therefore, when we are generating traffic, you must first clearly know which product’s traffic you are generating. After you have created your own product and built a smooth conversion system, traffic will naturally not be a problem.

When we don’t have products and conversions, the traffic you generate is completely useless and may even become a burden to you.

If you can neither satisfy the product nor the conversion at this time, how should you generate traffic?

The best way at this time is to leverage and monetize . It's just a point. You find excellent products. High-quality products need to meet three points. One is repeat purchase , one is referral , and the other is that you make a profit . Products that meet these three points are high-quality products. Then you can benchmark the conversion process of the product and rely on this method to monetize and make money.

For example, why do those merchants who distribute courses sell these products? Are they leveraging the power of major knowledge payment platforms to achieve conversions? These platforms themselves have search traffic, and many people will look for them. At this time, merchants selling courses use the power of the platform to sell products. If the content of these courses is of good quality and can satisfy repeat purchases and referrals while also creating profits for you, you can make money by directly applying this template.

Let’s review the entire content above. That is to say, when we generate traffic, we need to first sort out what our main purpose is? For example, our goal is to make money, and you generate three core keywords around making money. These three keywords are products, traffic and conversion.

Let’s talk about two points. The first point is that you have traffic and channels, but the product has no profit but high conversion rate. Do you think this can be done? Then the second one has a traffic channel, the product has high profit but low conversion. There's no point in doing either of these, right? So you will find that this is an equilateral triangle. If there is any deficiency in products, traffic and conversion, it is impossible for you to make a lot of money. Its core is high-profit products and high conversion rates . Only when these conditions are met can you make money.

Finally, you can think about three questions. The first one is what is your product? Where does the traffic come from? What is your conversion form and conversion rate?

Author: Zhiyu Essays

Source: Zhiyu Essays