How to conceive a data operation plan and implement it?

We know that if we write a good operation plan and can implement it, and ultimately the business conversion rate is improved, then this operation plan is valuable. However, in the actual implementation process, we will always encounter various problems, which will cause the business to stagnate and become lukewarm; at this time, we need to quickly optimize this operation plan.

But where should we start? We cannot treat the symptoms without addressing the root cause. We need a good business operation optimization analysis framework to guide us to ensure the ultimate efficiency and effectiveness.

Next, we will explain the express delivery business that everyone is familiar with. The product forms that carry the express delivery business include official websites, customer service phone numbers, WeChat public accounts , etc. I believe you must have used one of them to place an order. Among them, placing orders through the WeChat official account H5 terminal has become a popular method in recent years. So what is the user experience like? How is product retention ? This problem needs to be optimized and solved urgently.

1. Determine the KBR for the current stage and break it down

KBR: Key Business Requirements represents the commercial goals and key links of the product, and is the starting point for our ultimate optimization.

The entire life cycle of a user placing an order using a WeChat official account is as follows:

First of all, we need to clarify the current stage of our product. The KBRs of concern at different stages are different. For the express delivery business, it can be said that it is in a period of rapid growth. The number of new users is increasing rapidly. What we hope to see is that a large number of new users continue to stay after using it once and become old users.

In addition, from the perspective of saving customer service manpower costs, improving employee work efficiency and user experience, we hope that a large number of order demands can be placed through self-service orders by WeChat official account users. Therefore, we finally decided to use the "WeChat official account H5 retention rate " as our KBR at the current stage.

Decomposing KBR using structured and formulaic thinking

After understanding the entire life cycle of the user, when decomposing KBR we can have a clear understanding of the refinement process and where the focus of the decomposition lies.

2. Clarify the goals, problems and research objects

Through the above KBR decomposition, we have broken down the three key factors that affect the retention of WeChat official account H5. Under each key factor, the key indicators to be tracked are listed. However, we must clarify and find out the current primary issues and the indicators that have a global impact on the overall retention rate. When you optimize it, it will bring about global and long-term continuous changes.

So we decided to start with the "order conversion rate" to find the problem.

3. Sort out the core business processes and find leakage points

After an in-depth experience of the product from a novice's perspective, the above core processes were refined and the final core business processes were as follows:

When sorting out the core business processes, we found that the experience of logged-in and non-logged-in users in using the product is significantly different. After the logged-in user enters the sender address or recipient address for the first time, he/she does not need to re-enter the sender address information the next time he/she places an order. In addition, the user's previous contact addresses will also be stored in the address book. The user only needs to click on the corresponding contact when selecting the sender address or recipient address, without having to re-fill it every time.

However, after a new user places an order for the first time, the user is not guided to log in, and the login entrance is not easy to find. There is a user login entrance only on the "Check Express" page in the menu bar and the left navigation of the order page. But new users do not understand these conveniences and benefits. The novice guidance should be improved, and users should be guided after they complete the order.

4. Propose hypotheses and iterative solutions

Problem 1: The onboarding content only describes the functions and does not clearly guide user behavior

5. Track indicator changes and continuously verify feedback and iteration

When the optimized indicators have reached the expected goals and have been significantly improved compared to historical data or benchmark values, we can start analyzing the next problem and begin the next round of optimization iterations.