In the product manager's work and the relevance of the operation is very large, so for the operation also need to have a certain understanding and their own personal understanding. Today, we focus on whether the product manager needs to do operations to illustrate.1. What is operation? The uncertainty of water, the shape of the soldiers, because of the change of the system, which is called the operation. Over the years, the author has always impressed on the operation of the classic summary. Referring to the word "operation", a lot of people inside and outside the industry think that operation is a handyman in the company, what Dirty live dirty are operating little sister in doing, many times also thankless, often by the heavy KPI pressure of breathless! In fact, these are a one-sided understanding of operations, if you happen to be an operator and present in the state as described above, then congratulate you fell into a not understand the operation of the Pit (company). Operation is a specific product for the operation of the target, in order to enterprise development requirements-oriented, through the operation of resources (people, wealth, channels) of the allocation, implementation, optimization, and continuously improve the product's targeted population and product relevance. If the essence of the product is to solve the user's pain point, then the essence of operation is through a variety of means to the value of the product passed to the user. In the early web2.0 of the 90, there was no concept of operation, then the webmaster body and multi-job, that is, to build a website and management site. Later, the development of the Internet has gradually been a professional subdivision of the operation. As a product manager must have a sense of operation, because many of the CEO predecessor are sales Director or Operations director, these positions of soft power are unusual; so as a product manager we have to constantly enrich this soft power. In the different stages of product operation to have different play, for example: Keep fitness APP is now hot is because the product before the launch of the operation has been done, through the various operations to promote the early stage of the spread of lightning focused on the market to reach the effect of the explosion. After the product on-line also need a large number of operators to maintain good content and users at both ends, if you can do this two point operators can be called operations.2, operation can make the product full of vitality to get new lifeThe success of a product three points by function, seven by operation. The wine is not afraid of the alley deep years have gone through, who can take the lead in the market to win the user's psychology is crucial. Now the technical aspects of the product are very mature, it is difficult to pull the distance from the competitor on the functional technology level. So in the premise of ensuring fair competition to become a unicorn in the industry, the operation of the credit. Good operations enable the product to be vibrant, allowing more users to know and understand the product, enabling users to become more active, increasing product stickiness, and collecting more positive feedback about the product to help us optimize the iterative product. Many enterprises at the beginning of the investment to hit the product, but the real success is a handful; the reason may be a strategic error, may be the product experience is not good, it may be the operation is not to promote the bad, or late maintenance did not follow up in place. So the birth of a good product is not how much money you invest, but the product operation of each link is smooth and reasonable. Many of the more recently shared bicycles have collapsed, either poorly managed or not in place. But there are also a lot of products that face death through the operation of a phased plan to develop operational strategies to revitalize the product. If the product life cycle in the focus of the human body, then management is the brain, technology is the skeleton, the content is the muscle, operation is the blood, design is the appearance, tone is the soul.3, consider the standard of product qualityAs a product manager, each product is a difficult process from scratch, so the product is treated like our children. What kind of parents want others to criticize your child for all the bad things? Perhaps we know that the product is flawed at this stage, but we do not want others to point it out. Then how to consider a product is good or bad is the Enterprise Assessment Product manager's focus. Someone's going to say that. The product must be fully functional and the user experience is good. Most of the situation is this, but only by the two points I think is not objective. As the highest jungle law for the survival of the enterprise is profit, then consider a product good or bad standard on two points: · First, how much profit can the product make to the enterprise? Second, how many users can the product bring to the enterprise? No matter black Cat white cat, catch mouse is a good cat! So put aside the product manager of the product of the subjective indulgence, the product can be transformed into wealth, can serve a good number of wealth is kingly! Speaking of this has to say: the user is Supreme! The user is God!! The user is always right!!! Do not force users to use the product in accordance with your product logic, but often many product managers make this mistake early on. We often think that the newly developed features will certainly be used, but otherwise, because you are not God, the user will not listen to you. When it comes to data, it's believed that many people will think Big data , yes, because big data is really hot these last two years and has already been applied in many ways. For example, AI AI must rely on big data, and big data is the nourishment of AI AI. But the data is still the data, as product managers are not to play big data, now the vast majority of companies are only in possession of data, and big data range is only the tip of the iceberg. Product managers to do is through the existing data analysis and decision-making, through the product feedback of various data analysis of the product is still not enough to optimize, through the data feedback guide us to do accurate marketing and so on. Data is the cornerstone of your operations, because data is not deceptive! Here we need to mention a concept: five volume four rate. Five-volume four rate of five is the presentation volume, clicks, visits, consulting volume, order volume; The four rates are CTR, access rate, consultation rate, and final conversion rate. : The number of times our ads appear on search engines (when searching for a keyword, The company's title appears in the Netizen's current search page, recorded as a display amount. ) clicks: The number of times the ad was clicked, just click on it to spend Ctr (probability of our ad being clicked) = clicks / Presentation Volume * 100% visits (also called arrivals): number of times a NETIZEN has successfully entered the site access rate (arrival rate) = traffic / Click * 100% Consulting Volume: Netizen and Enterprise consultation once, count once consultation conversion rate = Consulting Volume / clicks * 100% Order Volume (final conversion): Final deal quantity final conversion rate = order volume / hits * 100% The factors that affect the five levels are those? : Site rankings and industry; · clicks: Creative content is not attractive and the correlation is not good, the site ranked back,matching mode; traffic: Speed, server space is too small or expired, too much web site video page open too slow; code problem; Consulting Volume: website content, website aesthetics, customer service Contact Way Landing page relevance is not good; Order Volume: Customer service / Sales attitude, people in the absence, and communication skills. 5, the operation of the division of FunctionsOperation according to function can be subdivided into marketing operation (same channel operation, market operation) product operation (in narrow and generalized two kinds of) content operation, user operation and so on. Marketing operations: Marketing operators should consider what marketing and promotional means to achieve brand promotion and ultimately into wealth. Product operation: The best candidate for product operation is the product manager himself. Because the product manager to plan the product before and after the launch of each link, to ensure that the product can be benign operation. User operation: Operating the foundation of my little sister. In order to ensure that there is no violation of the premise of a variety of means to maintain good wealth you can. Because the advancements should not be elaborated in detail here. Content operation: The product without content is empty, the content of poor quality is not sticky. Recently, the word "content" has been pushed to the cusp, everywhere "content for the King", "Content consumption", "PGC/UGC/OGC" and so on vocabulary. I do not elaborate here, just want a sentence summary: Content + E-commerce + social = product. Finally, as a product manager does not require to do the operation, but in the planning and design products to fully consider the user's experience, through the product to the content to drink good service to the user, to be able to read the product feedback data, but also from time to time to sniff a commercial market, can do more than four points I think is enough. Source: Everyone is a product manager
Does the product manager need to do the operation?
