Many operations do not have clear data metrics, which makes it unclear the value of the operational work content of the product in the product.
There are many companies that regard the operation as a kind of “mixing”, and the recruitment and configuration of the operational positions are also ambiguous.
What exactly does Internet Operations do?
Operations are based on different stages of the Internet product, giving each product value (including user growth, retention, promotion, conversion, etc.) The mode of operation, the operational indicators required for different product values are different, and the specific operation methods are also different.
Abandoning the product and talking about the operation doesn’t make any sense!
If a company wants to recruit operations, it needs to assess the metrics required for the product phase to measure the content and capabilities of the operations.
The following is a list of several Internet product types to illustrate the functions of operations in different products:
Note: The following example is in the case where the business model has been relatively certain, at least The operational process that enters the MVP phase represents “integral” rather than “a certain part”.
First, the core indicators of APP products:
The main body of the product as shown in the figure is the APP application (content form and product positioning can refer to several other product examples)
Operational attention: App store ranking rules, user download Installed volume (paid download installs), ARPU (average revenue per user), in-app billing, and churn rate.
The important source of most APP users is the application market. The rules of the application market are very important for the APP operation. The download volume, the amount of payment (conversion), and the rating of the general application are all for the store. Ranking has a big impact (see apple store). Opportunities can be increased by optimizing the app’s rankings in the app store by driving quality reviews from within the app and by externally “cheating”.
According to the product stage, external advertising, branding, cooperative public relations, etc., can get more users for the product.
User acquisition cost and ARPU assessment, focusing on user lifetime value, identifying the cause of user churn, reducing churn rate, is critical to the continued growth of the entire application.
Second, content platform platform core operational indicators
The content platform creates value with a high degree of user retention, the content that is of interest to users is the highest.
The source of such platform users is mainly content-driven, focusing on content producers, content quality, and user size to achieve liquidity.
Content platform operations usually ask themselves a few questions:
What is the content targeting of the platform?
Can the content cause users to subscribe and continue to pay attention?
What content can be reached for users to share?
How do I borrow content to influence more target users to enter the platform?
What are the data indicators related to user usage frequency in the platform?
The performance of user data in the platform, can it bring good results to advertising?
What content can be paid for users on the platform?
Third, social, community, UGC product core operational indicators
In the case of product positioning is already clear, social products need to lay a certain “content foundation” to emphasize product positioning, to guide new users to participate.
Focus on three types of users: content creators, reviewers, and sharing activists, which constitute the content body of such products, content creators lead topics, commenters increase The value of the content is created, the content information is supplemented, and the sharing activator has similar characteristics to the reviewer. Guide three types of users to produce content in the product according to the positioning direction, and build a foundation for the community environment.
Communication has greatly promoted such products, creating social currency, creating incentives, inducing user sentiment, and having “practical value” for more people to see and create more about target users. Stories, etc., are conducive to users sharing the spread.
IV. Core Operational Indicators for E-Commerce Products
The operation of e-commerce products is particularly concerned with the “contacts” of individual users. This is also the reason for the large number of operating departments of such products. In each link, the customer experience needs to be controlled to achieve the maximum return on investment. .
E-commerce product operations usually ask themselves the following questions:
How can I get more users at a lower cost?
What is the loss factor after the customer enters the product?
How to maximize the conversion of goods, let GMV reach the maximum?
How to adjust customer satisfaction to the maximum at this stage, what are the factors?
Building a customer relationship management plan based on the current product status. What are the treatment methods?
If you drive customer sharing from merchandise, coupons, customer price, etc., what is the value of customer perceived sharing?
V. Core operational indicators for saas products
Saas products tend to be ladder pricing, divided into free version, trial version, paid version, and advanced paid version according to the concept. The purpose is to gradually increase the value of users, reduce risk perception, and guide sales upwards. , there is a “gate the door” effect.
Saas operations focus on several stages:
Acquisition channel and customer acquisition costs;
Free user’s paid conversion rate and churn rate;
Trial users’ paid conversion rate and churn rate;
Create CRM to activate lost users;
Payment user satisfaction and customer service;
Recurring rate for paying users;
Conversion factors for paying users to price upward sales by problem solving;
measuring customer lifetime value and establishing exclusive services for high-margin customers;
As mentioned above, the division of labor in Internet operations is entirely at the stage of product attributes or products. The reason for the different requirements and configurations of operations in each company is also because the company’s business and stage indicators are different (Some companies’ customer service functions are also called operations).
From the product side, what attributes are the products, what kind of operations are needed to complete what indicators.
In terms of operations, such as new media operations, under this product, what kind of indicators can be added, what value can be directly or indirectly brought to the product.
Understand the best way to empower your products with the lowest operating costs, the most efficient execution, and effective teamwork, and ultimately win the market.
There are some extensions. For example, the products operated by COO are companies, similar to the “official CEO”; HR is the user operation of the company.