This article is from the sharing of the guests in the 2019 New Business Open Class Nanjing Station. In the second half of the year, “Opening Up” will continue to hold offline courses in many cities across the country, and will show you the business big coffee, and quickly grasp the new wind direction in the second half of 2019. Your city, we are here!
In today’s market economy and increasingly fierce business competition, traffic dividends are gradually disappearing, e-commerce enters refined operations, and user behavior and consumer decisions have also changed. How to keep up with the trend to lead the industry and become a problem in front of all e-commerce. At the scene of the “New Business Open Class” Hangzhou Station, the former Jingdong business product operation person in charge and the former NetEase strict selection of senior channel operation manager Yuan Ye also came to the scene to answer the fierce competition, where is the new amount of e-commerce .
First, the new layer – the complement of user motivation
Now, the economy is down and the industry is fiercely competitive. According to the report of the billion-dollar data, the growth rate of active users of e-commerce platforms continues to decline, and the GMV gains are weak. Where online consumers go, is a question in the hearts of every practitioner in the e-commerce industry.
What is the definition of the new quantity? How to measure with indicators? Yuan Ye believes that the new volume has two dimensions: the number of users and the turnover. There is no profitable growth without the growth of users. With regard to the expansion of the number of users, e-commerce practitioners need to combine their own corporate goals and needs, and at the same time fully understand the user’s use and demand motives through research, and then complement the motives of the two to find new user growth points. The ultimate goal of user growth is to turn it into purchasing power and increase the turnover. Regarding the turnover, the main task is to increase the conversion rate of conversion to free users and facilitate the transaction. Usually, users browse the e-commerce interface for two purposes. One is to find the goods they need, the other is to find the demand when browsing the page, and to grasp these two points, it can effectively improve the user’s conversion rate.
two, new volume conversion – user behavior habits and preferences
Secondly, the motivation is an in-depth study of user behavior habits. This requires us to make an operational strategy that meets the user’s preferences in order to achieve new conversions. In this regard, Yuan Ye listed the direction for e-commerce practitioners to work on new habits for various users:
In the user’s new buying habits, super-fragmentation means that e-commerce practitioners need to think about where the user is coming from, whether they need to be omnichannel and spread the product. Group guidance and decision-making require e-commerce practitioners to understand the user habits of each channel, the characteristics of each channel product, try to create the ultimate service, penetrate the users in targeted areas, and do social group construction and vertical maintenance to enhance the new quantity conversion. .
Three, practical operation – conversion rate optimization to enhance stock value
After the exploration and analysis of the new quantity of e-commerce in the early stage, we have to build the structure and carry out the actual operation, and truly turn the “content” into “action.” This requires e-commerce operators to have the following knowledge structure and thinking skills:
At the same time, not only need to understand the various decision factors of the user, but also to improve the drainage rate in the end, and use the three elements of visual and marketing to create a banner with high click-through rate to promote traffic realization. Only after these ringsIn order to stand out in the market where dividends are regressing and competition is fierce.
Conclusion
We must follow the big wave of the times and be good at using “internet thinking” and “user thinking”. All increments start with “user experience.”