Introduction to product operation: How to do a good job in website operation?

　　What is website operation? Website operations are divided into several categories: e-commerce website operations are one of them and one of the more difficult types to operate! So what aspects of knowledge do we need to know before we can do a good job in website operation! Let’s learn more about it below!

　　What is website operation-

　　The so-called website operation, you can understand it as a general term for conducting marketing work based on website products. Website operations mainly include website planning, demand sorting, content construction, product optimization and other aspects. To put it another way, website operations are closer to the role of product manager.

　　How to understand website operation-

　　The mission of operation is to allow users who are already in the product scenario to use and retain them in the product. Whether it is fun or not is not the core demand of operation, "achieving effect" is; on this basis, if you make "interesting" polish, you will likely be able to make an operation that is both valuable and communication effect. The same is true for website operation.

　　The work content of website operation-

　　Site planning: Before the website is launched, the site planning includes preliminary research, feasibility analysis, planning document writing, clear business process and logic, standardized site display, participation in UE testing, etc.; after the website is launched, the site planning mainly refers to the analysis of new needs, clear requirements for supplementary development and the implementation of related documents;

　　Demand sorting: Demand collection, analysis and processing is an important task in website operation. Operations personnel are the bridge of communication between developers, sales personnel and customers. During the website operation process, various demand revisions and new demands will always arise. Are these demand revisions and new demands reasonable and representative? What is the priority level? How developers respond, this requires operational personnel to organize their needs and arrange and handle them in a unified manner;

　　Content construction: The construction of site content is related to the long-term development of the website. It is a process of accumulation and development and an important part of website operation. It includes site editing, user/customer information maintenance, site content interaction, etc.;

　　Product optimization: Formulate product policies, improve product packaging, and maintain product lines based on front-line feedback. In enterprises that have a product department, the product maintenance function will also be separated from the website operation and will be directly responsible for the product manager.

　　How to plan website operation work—

　　1. The website is a product. The first thing to do is to determine the product positioning, that is, "what is it useful." What are the attributes of the website? What is the value provided to users? Is it some kind of feature or content? Is the content information, functional content, or something else?

　　2. Clarify what the unique value positioning of the website is, that is, "why others use it." What are the needs and pain points of users? How to solve it? Compared with other competitors, why do users choose this website to solve the problem?

　　3. Understand the target group, break down users, and how to make the product better use. For example, UGC products mainly include users who contribute content and users who contribute reading; e-commerce websites must be buyers and sellers.

　　4. How to assess and implement the KPI for website operation? Is it DAU, MAU, or UV? What helps in implementing product KPIs?

　　In short, on the basis of completing 1, 2, and 3, find methods and means that can achieve 4, and this is operation.

　　Specific indicators of website operation—

　　Content indicators: visitor number, visits, website conversion rate, website conversion rate, active visitor ratio, loyal visitor ratio, loyal visitor index, loyal visitors, etc.

　　Business indicators: average order amount, order conversion rate, sales per visitor, single order cost, reorder rate, single visitor cost, order acquisition rate, return on investment