A brief introduction to goal-driven product operations!

1. Find out the current problems

Here, the operator is like a doctor and the product is like a patient. Only by finding the symptoms can we prescribe the right medicine. Therefore, the first step we need to do is to figure out what the biggest problem we face in the operation process is. The symptoms a product is currently facing may be insufficient number of users, users not converting, users being inactive, etc. Generally speaking, in the early stages of a product, it is more important to understand the core needs of users. In the mid-term, the problem may be that users do not come or do not convert. In the mature stage, you may need to pay more attention to issues such as user churn and user inactivity.

2. Propose solutions for the goals

Taking the example of users not coming, what we should do at this time is to look for traffic opportunities. The sources of traffic opportunities may be new users promoted, user self-propagation, returning old users, other user groups, etc. If you want to increase the flow of new users, you should accurately target the crowd, draw user portraits, and increase advertising; if you want users to spread the word on their own, you should figure out how to motivate users to forward.

3. Clarify your goals

Set goals

First, let's talk about the goals of operations. When it comes to this, many people will have various answers. Generally speaking, operations have the following three core goals:

Attract new customers . Attract users through activities, high-quality content, paid promotion, etc. Common indicators here include the number of new users and conversion rate.

active . Users are like water in a pool. By attracting new users, water continues to flow in. Therefore, the purpose of promoting user activity should be to reduce the leakage of water from the pool (throttling). Commonly used methods here include high-quality content recommendations, cultivating user habits, and value-added products (such as gift packages, privileges, etc.). Commonly used indicators are user activity, including daily active users, monthly active users, quarterly active users, etc.

Monetization . Achieve the company's fundamental goal - to make money. Common methods include advertising, commissions, memberships, etc., and the common indicator is conversion rate.

Of course, in addition to these three core goals, there are many other goals such as brand image, app store rankings, search engine optimization, etc. Operations are to do some work to promote the realization of these goals. However, in my personal opinion, the above statement is quite complicated. Therefore, from my personal point of view, this definition should be simplified as follows: the goal of operation is to achieve an improvement in one or more indicators. This indicator should be clear, quantifiable and feasible (such as the average daily number of new users, monthly active users, user conversion rate, etc.).

Refine indicators

Personally, I think this part is the key point of goal setting, because the setting of indicators is related to whether the operators can complete their work and their work enthusiasm, etc. The content of the indicators and the level of the indicator settings must be taken into consideration.

Taking an e-commerce promotion as an example, the goal is to increase the number of orders in the store. The most critical indicator is of course GMV (gross merchandise volume). Other indicators can be set as follows: activity page PV, UV, click-through rate, bounce rate, page visit depth, average stay time on the product page, browsing conversion rate, order conversion rate, etc. By setting these indicators, you can analyze the patterns and reasons of user behavior.

As for the level of indicators, the setting of indicators should be based on a comprehensive assessment of multiple factors and then set. Factors that need to be considered include the company's decision-making direction, production status, market size, total number of market users, industry development trends, competitive landscape, user overlap, etc. If a product already has hundreds of millions of users and occupies 90% of the market, it is almost impossible to achieve the same high user growth rate as in its early days, so the indicators have to be adjusted downward accordingly.

4. Product Operation

position

The significance of good positioning is to better understand your own products, and on the other hand, it also provides guidance for formulating operation plans . Its positioning determines the market segment or user group you will target, so our product positioning should be centered around current goals and find the focus for current solutions. Factors such as its stage, function, advantages and disadvantages, usage scenarios, and market segments should be considered comprehensively. Simply put, the purpose of product positioning is to clarify: in what scenario, what finished product form to use, and what user needs to meet.

Taking Wanglaoji as an example, the operation goal is to increase the market share in the beverage market, and the solution is to capture the user group who is afraid of getting a sore throat and acquire these new users. So using this model to simply put, its positioning is to serve as a beverage in scenes where people are prone to getting inflamed, such as eating hot pot, to meet the needs of hot pot customers to reduce internal heat and quench their thirst.

Identify user groups

The main purpose of this part of the work can basically be divided into two: understanding the basic characteristics of users and grasping the core needs of users. Taking shared cars as an example, it is not difficult to find through surveys or third-party data reports that users generally have the following characteristics: students or freelancers aged 25-35, medium income, high education, and living in densely populated cities. Based on the basic characteristics of these users, we can draw a user portrait and pinpoint the core user group to this small segment.

Further analyze the living habits of this group of users and dig out more in-depth information to know both ourselves and our opponents. According to reports from Fliggy and Analysys, this user group loves traveling, having fun, and is often on the road. When placing advertisements, we should consider users’ characteristics and living habits more to increase exposure among this core user group and improve advertising efficiency.

Analyze user needs, including the scenarios in which users use the product and the reasons why they use the product. The core scenario for shared cars is tourist cities where no users live, and the demand is to get to the desired destination (attraction) quickly and conveniently. Therefore, when designing copywriting, we can focus more on this core demand and grasp the user pain points.

Design of copywriting

Deliver key product information to users through copywriting. So how do we obtain this key information? It should come from users’ living habits, needs and the product value we want to convey. The design of the copy largely determines the conversion rate of the product. If the copy fails to attract users the first moment they see it, it is almost equivalent to losing the user. A good copy should highlight the product's attributes, functions, user satisfaction, and values. Take Wanglaoji as an example. The attribute of Wanglaoji is a beverage. Its effect is to quench thirst and reduce internal heat. The user satisfaction is that they don’t have to worry about getting a sore throat from the heat of hot pot. At the value level, it may be about enjoying life better.

Author: Muzi Li

Source: PR Home