1. Core functions and auxiliary functions
When planning a website project, you will have a clear positioning of the website, which user groups the website is aimed at, which core functions are used to serve these users, and some auxiliary functions needed to provide users with good services. For example, the core function of QQ is "chat". As the commercial scale point is formed, new auxiliary functions, QQ News, QQ Video, etc. are constantly added.
The concept of core functions and auxiliary functions is easy to understand, but how can the core functions and auxiliary functions be appropriately reflected in the website? How to prevent the auxiliary functions from taking away the focus of the core functions? This is a matter worth studying and discussing. Usually during the development and operation of website projects, the following principles should be followed:
1. In the initial period of the website, it must be simple, only grasp the core functions, and try not to add auxiliary functions. This is a very important principle, but many website projects are very flashy and fancy as soon as they are launched.
As soon as it came out, it was "China's largest". If the name did not live up to its name, users would be very disgusted. At the same time, too many auxiliary functions would dilute the core functions and prevent the core functions from being promoted quickly. In addition, from a cost perspective, too many auxiliary functions will inevitably increase development costs and affect development speed and usage speed.
2. During the development of the website, auxiliary functions should be added step by step. No matter how many auxiliary functions there are, the core functions must be very prominent. They must be so prominent that visitors can see what the core functions of the website are at first sight. From a promotion point of view, the clarification of core functions can deeply impress visitors and form a memory point, which is conducive to word-of-mouth communication.
2. User experience What is user experience?
User experience refers to the entire experience a user has when visiting a website or using a product. User experience includes three parts: impression and feeling (satisfaction), tolerance and doubt (tolerance), and expectations and benefits (feedback).
Impression and feeling (satisfaction): The user's macro/detailed impression of the website or product, and the comprehensive feeling of the access and use process. Satisfaction is a user's overall feeling. It is affected by the user's own cognition and habits, and there are some uncertain factors. ?Tolerance and questioning (tolerance): The user's acceptance of problems found, and the degree of doubts about problems and bugs in products and processes. There is no website without problems. The degree of correlation between existing problems (including bugs) and user tolerance is directly related to user experience. ?Expectations and benefits (feedback): The degree of difference between the expectations generated by users and the benefits actually obtained when they visit the website or use the product. When a user deeply visits a website, he will subconsciously form expectations for the visit. If the results obtained from this visit are higher than expected, it will form a better user experience. Otherwise, there may be a feeling of "being cheated".
From the perspective of website operation, for a certain website and product, its user experience should be that of a specific user or a typical user. Just like a business website, it cannot form a good user experience for a user seeking leisure online. By extension, if this business website is promoted blindly, even if it brings more entertainment user traffic and user experience, it will only increase the access burden on the server and have no more value and significance.
For the selected target audience, their user experience is very important. Although user experience is a subjective psychological feeling that contains uncertain factors, it is an important indicator of whether a website is popular and whether the website operation is successful.
3. Eight elements of good user experience
Speed needs to be fast: The website needs to open very quickly. What should be compressed will be compressed, and what should be cached will be cached. The experience of a website that opens in just one second is great, and search engines also like it. ?Aesthetics should be strong: The beauty of a website is like looking at a beautiful woman. It is always pleasing to the eye. If you don’t like it, you will leave immediately. But if you give up speed for the sake of beauty, it will be a waste. You need to consider both the beginning and the end. You must take into account the beauty while ensuring speed, and use less pictures as the base. ?The domain name is easy to remember: the shorter it is, the easier it is to remember, and the more characterful it is, the better. ?Essence of content: The more information you are interested in, the better, and the less irrelevant stuff, the better; although users have different tastes, birds of a feather flock together, and people fall into groups. After locking in the target audience, there are always rules to follow. ?Registration is fast: If you can not register/log in, just don’t register/log in; if you can fill in less registration information, fill in less; if you don’t need to enter the verification code, don’t enter it. Users are always busy and lazy, so their "lazy" needs should be met as much as possible. ?User Center: Present the information and most commonly used functions that users care about most as soon as possible; introduce the functions that users want to use in the simplest way; it is best for users to play without having to look at the help It can turn freely and flexibly.
Publish information: It is best for the system to predict what the user wants to publish, so that there is no need to fill in a lot of information; (memorize the user's previous operation records; provide retrieval of the information category to be published; provide default options). ?Interactive communication: Users always like to express their opinions. When the website affirms or even praises the users' opinions, the users feel happy and will definitely add the website to their favorites or even set it as their homepage.
There is no doubt that the website should provide as many places and opportunities for users to express their opinions and contribute wisdom as possible, including uploading materials, publishing information, making comments, posting in forums, participating in user surveys, etc.
User experience can sometimes be elusive and haphazard, but there are always clues. Only through constant adjustment, trial and innovation can we best combine website development and user experience.
User experience is not only a key consideration for operators, but also an issue that developers must pay attention to. In particular, the application of new technologies such as Ajax can effectively enhance user experience. For developers, fully considering the user experience in all aspects of the website development process can get twice the result with half the effort and increase the humanity and sense of accomplishment of website development.
3. The concept of seed users and sub-users is actually very easy for us website operation practitioners to understand, but this concept is not easy to define. Chen Guangfeng’s understanding of seed users is that in the early stages of a website, they play a very important role in promoting the development of the website and can influence a group of people to become users of the website. Such early users can be called seed users of the website. In the later stage, perhaps these seed users will become star users of the website.
Seed users are influential, have experience, time, and affinity, and can quickly establish strong connections. They are now popular grassroots celebrities. Although they are different from this one, they are generally similar.
The seed users of the PC Dandan website are several colleagues in the company. These guys who are flexible, energetic, and well-connected continue to create hot spots on it and create an atmosphere that makes other website users deeply infected, or "use their own body." "Try", most new visitors became users of the website under our good structure and system. In less than three months, the entire PC Dandan website had more than 1 million members.
In the early days of Taobao's launch, the website operators paid great attention to the initial users. They talked to every visitor, asked them about their feelings, opinions, and concerns, and constantly summarized and improved them.
Sun Tongyu, general manager of Taobao, recalled the situation at that time and clearly described that when the website was first launched, there was a very enthusiastic member named Menglong, who had deep exchanges with each other. Menglong and some members in Beijing spontaneously organized the Beijing Alliance. He is the leader of the alliance, and we often communicate with each other to share our experience in doing business online. At first, everyone was very skeptical about the integrity of network security. At that time, Sun Tongyu and his team continued to communicate with these people and told them Menglong and all Taobao people said that Taobao's confidence has always existed. Although it will encounter some difficulties, its confidence in becoming the largest personal items trading market in China has never wavered. Difficulties can definitely be overcome, and the dawn must be ahead. Confidence is constantly being passed on, and the website is developing rapidly.
The concept of seed users is the most pertinent to the community. In the early stages of community establishment, if there are a few excellent seed users, this kind of community will generally grow steadily. Take Dianshi Interactive as an example. Dianshi Interactive was launched in July 2006. The main founders are Robin, Xiaopeng, Shitou and Zac. These four people have rich practical experience in SEO, plus Shitou. With continuous soft articles, the website quickly became interactive.
Seed users are usually discovered among the users of the website. In the early stage, communicate with these visitors more and select some users to cultivate their dependence on the website. When appropriate, you can set a benchmark and influence more people.
4. Scale Point What is the website scale point?
When a website develops to a certain scale, when website traffic or website users change qualitatively from quantitative changes, we call it the "scale point." Generally, large and medium-sized commercial websites will have three traffic communication scale points: individual communication scale point, group communication scale point, media communication scale point and a commercial scale point.
Individual communication scale point: Usually when a newly launched website has tens of thousands of users in the initial stage, some of them will form a regular visiting habit of the website or recommend others to visit. At this time, we call it the "individual communication scale point" . ?Group communication scale point: After a website project is launched for a period of time, some promotion measures and early "human communication" visits often increase to 100,000 levels, a considerable number of people will spread the word of mouth and form visiting habits. The website The traffic will grow exponentially and it will have a certain influence among netizens. At this time, we call it the "group communication scale point". ?Media communication scale point: After a website project has developed well and through "group communication", it has formed a strong influence among netizens and ranked among the top among similar websites. The number of visits has reached one million levels. When an action receives media attention or coverage, we call it a "media communication scale point." ?Commercial scale point: After a website reaches a certain scale, a clear profit model can be generated through the users or browsing groups of the website. At this time, we call it the "commercial scale point". Websites of different natures have different business scales. For example, local portal websites can usually be commercialized with hundreds of thousands of visitors, and their influence is easily favored by local businesses; search engine websites need to reach tens of millions of visitors to achieve commercial success. Only specialized products can be recognized by the market. The obvious examples are Sogou and Baidu. The reason why Sogou’s PPC is difficult to sell and Baidu’s PPC has gained market recognition is because Sogou’s commercialization scale has not yet reached its point.
5. Data coordination
When we operate websites, how do we evaluate our work performance, how do we evaluate the value of the website, how do we evaluate the potential of the website, how do we evaluate the income of the website, and how do we arrange the focus of work at different stages? This requires us to pay attention to our data every day. Conduct comprehensive analysis and coordination of data. Data coordination is usually carried out mainly from the four major aspects of Internet relationships, website traffic, website interactivity, and website income.
Internet relationships: You may be a little unfamiliar with "Internet relationships". Let Chen Guangfeng give you an analogy here. "Interpersonal relationships" should be familiar to you. In fact, the online world is the same concept as the real world. In reality, it is the relationship between people and each other. When dealing with people, people have different personalities and categories. Some are long-winded and diplomatic, some are reserved, some are fake, and some are real, so there are different characters. On the Internet, websites deal with websites. Some of them have smooth internal links, and some have many external links; some have poor interactivity, some have good interactivity, and some have good reputations, so they form different brand images.
The parameters for evaluating Internet relationships include: the number of website pages, the number of content updates, the number of core content updates, the number of secondary columns, the number of pages included in search engines, the number of external links, the number and quality of cooperative websites, the quantity and quality of cooperative media, and the number of media reports. , Google PR value, Alexa ranking and change curve, natural ranking of key keywords, etc.
Website traffic: This is very familiar to everyone, and it is also the most commonly seen data. Now many traffic statistics systems provide dynamic information about website traffic for our website. Analyzing website traffic logs allows me to understand how visitors browse the website and look for clues about user behavior. By analyzing user behavior data, the website can be adjusted to better serve customers and increase revenue.
Usually the parameters of website traffic include search engine source, search keywords, origin, visitor system, visitor browser, visitor language, visitor time zone, visitor IP header, visitor region, visitor visit times, and browsing depth. , entrance, page view details, number of unique visitors per day, number of unique visitors per hour, total number of visits, number of first-time visitors, number of repeat visitors, daily repeat visitors, average number of page views per visitor , average number of visits per visitor, average length of visit, average number of page visits per hour on the day, average number of unique visitors per hour on the day, average number of visits per hour on the day, weekly and monthly analysis, etc.
Website interactivity: For community websites or membership websites, interactivity is the soul of a website and one of the signs of a website’s success. As a website operator, one of the most important tasks is to strengthen the interaction between the website and users. , improve communication and communication between users, and encourage user participation and contribution. In short, you must make users dependent on your website. To put it bluntly, make users feel that it is "fun". Only in this way can you improve your website. The number of active users and stickiness of the website.
The parameters of website interactivity include: the number of people online, the number of logged-in members, the number of registered members (proportion of members), member growth rate, the number of effective members, the number of messages posted every day, the number of online feedback (messages), the number of incoming calls, etc.
Website income: Only when a website has income can it have the value of existence. Portal websites have advertising income, shopping websites have sales income, and industry websites have membership income. As the director of website operations, what are the sources of income for the website? You have to be very clear, otherwise, why would you be asked to supervise? Not many investors will do just spending money.
The parameters of website income include: total daily income, total weekly income, total monthly income, income growth rate, number of transactions, number of intention orders, customer conversion rate, return on investment, etc.
6. Traffic conversion
Traffic is the most important indicator to measure the comprehensive capabilities of a website, while traffic conversion rate is the core indicator to measure the value of a website. Especially for e-commerce websites, improving the traffic conversion rate is the last word.
While Sina and Sohu are turning huge traffic into huge advertising revenue, some websites that also have large traffic (such as blog websites and classified information sites) are not able to turn traffic into advertising revenue. The search engine website grabs the hyperlinks of other websites to its own name, uses keywords as the main line, and achieves the conversion of traffic into advertising revenue through bidding and ranking.
The value of traffic
The value of traffic, simply put, is how much RMB the website’s IP brings. Traffic value = user’s number of views × value of other behaviors caused by browsing.
Users of Baidu and Alibaba have basically determined their purpose before visiting their websites and have specific behavioral values; while users of information websites generally have no specific purpose of visiting, and users of forums and blog websites simply seek novelties without any purpose. , but users of professional forums at least have a preset behavioral direction, so it is still a little higher.
Both Baidu and Alibaba use offline channels to sell online traffic and convert network traffic with specific needs into orders from corporate users. This is a traffic value conversion model that is not available on personal websites or other information websites and is combined with real business. , so the traffic value of Baidu and Alibaba will never be comparable to those websites whose main business model is traffic exchange (pure online advertising).
Traffic value model
The traffic value of information websites = PV × viewing information (such as news websites, local hotlines)? The traffic value of search engines = clicks brought by search volume × the bidding for clicks (Baidu, Sogou, etc.)? The traffic value of membership systems = Number of members × membership fee (Alibaba, industry website)
Traffic value coefficient
Traffic is valuable. For example, Baidu's daily visits are about 38 million IPs, and its daily income is about 5 million. Therefore, the daily value of its unit IP is 0.13 yuan. This number 0.13 is what we call the traffic value coefficient. The traffic value coefficient of Sina is about 0.2, the traffic value coefficient of Alibaba website is even higher, about 0.6, and the traffic value coefficient of general personal websites is about 0.01.
The revenue of information websites depends on the click-through rate of advertisements and the value of media platforms; Baidu's traffic value depends on the dual increase of click bidding and search volume; Alibaba's method of increasing traffic value is mainly to expand the size of its members.
Ease of increasing traffic value: Alibaba is the easiest. It only needs to do membership promotion, that is, offline channel construction. When the number of users is large enough, it can formulate its own game rules. The pricing of membership fees is also linked to the size of the platform and service capabilities. ; Baidu is also easy. After simply increasing traffic, the price of click bidding will continue to increase, and the click rate is not easy to control. In addition, bidding enthusiasm comes from user loyalty, and customer service levels also need to be improved, but these tasks are all done by Baidu. What you can control yourself is difficult for outsiders to break; portals that focus on information content are the most difficult to increase the value of traffic. Improving the click-through rate of advertisements is killing the goose that lays the eggs. Now users are basically being played very well. From today's perspective, the value of media platforms It's ridiculous. Only a few big portals such as Sina, Sohu, Tencent, and NetEase dare to say such things. Other websites can only squeeze a little bit of brand advertising out of their teeth.
After understanding these basic concepts, you will understand the importance of traffic conversion. Under the same IP traffic situation, the higher your conversion rate, the greater the traffic value coefficient, and the more valuable the website is. Especially for e-commerce websites, the conversion rates can vary greatly. Continuously improving the user experience and a good shopping process system are the keys to good traffic conversion.
7. Marketing
When a website has traffic and develops steadily, what we need is website income. The income of a website largely depends on our marketing and sales capabilities. The era of relying on heaven and relying on customers to come to your door and pay money is long gone. Besides, with the development of the Internet today, it is difficult for you to build a good project without competition. Competition means that Customers have more choices. Even if you are "unique" for a period of time, you still need to recommend it to customers.
Here, what Chen Guangfeng wants to tell you is that no matter what project you are running, you must have the awareness of "marketing and sales". Only with this awareness can you spend energy to do this work; only if you are serious Only when you invest enough money will you get good returns.
Marketing and sales are particularly important for e-commerce websites, industry websites, talent websites, and membership websites. Marketing and sales capabilities can almost determine the website’s trend and market share!
Here are a few examples to help you understand more clearly the importance of sales.
Alibaba emerged from telemarketing and “town sweeps”
Alibaba, the representative of e-commerce platforms, how do you generate its annual revenue of several billions? The two core products: "Integrity Communication" are created by telemarketing, and hundreds of telemarketing specialists hold them. The Yellow Pages were searched page after page, over and over again, until the company was "honest": "Chinese suppliers" were swept out by thousands of sales staff "sweeping towns". Key towns and villages with many companies across the country were almost completely blocked by Alibaba. The account managers scanned it all.
It turned out that many of my colleagues went to Alibaba, and most of them were working as "Chinese suppliers." Once they joined, they were brainwashed for a month, and then they started to rush to Qianqian. There were several people in one area. At first, they rented a minivan and drove to In the town, we visit companies one by one, and then we target customers to make key breakthroughs. Then we set benchmarks, spread word of mouth, and introduce each other. After doing this for a period of time, we buy a car and expand the battlefield.
Zhuobo Talent Network, which publicly declares that it “does not accept any venture capital,”
Zhuobo Talent Network is a representative of talent websites. This recruitment website located in Dongguan has annual sales of tens of millions of yuan. It caused huge repercussions in the industry. Mr. Brand Gong Wenxiang said in one of his articles, "...it has always stood out in China's online recruitment industry with its extreme and paranoid sales first. This website has no marketing department, and the annual marketing cost is always 0 (But the traffic of this website has always been around 10 in the online recruitment industry). It does not require any network technology, and there is no new product development. The boss Lin Siming’s idea is that as long as recruiting companies are recruited, job seekers will naturally come. Website traffic increases naturally. Therefore, this website invests 90% of the company's resources in sales and basically ignores other promotions, technology, etc. Therefore, its sales in 2007 are estimated to be 35 million, with annual profits of tens of millions, and it has purchased 6,000 square meters. Mi's office building has recruited 500 worker-level salespeople who are on the phone all day long. It is said that funds are now being accumulated to build the "Zhuo Bo Building"..." Maybe the reality is not as extreme as he described, but it is certain. Yes, the importance of sales goes without saying.
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