2012 finally passed, a lot of things have changed, Cao Accounting, village East brother These big guys also have to test, not to mention small companies. Of course, there are some things, even our company downstairs pancake brother also know will not change, such as double sinks of starch will not be less, or, 2013, will not be the end of the brush list. New Year, why should the old brush list this thing, in fact, because the product operation for a year, with a lot of new feelings and summary, although there will certainly be many people do not agree I do not brush the view of the list, And the user to get the cost of the argument continue to hold high the banner of the list, but I still want to say, learn not to brush the list, in order to be more rational. Human Evolution for so many years, really catalyze the evolution of mankind from the monkeys, is the human desire for truth, and the fear of the tools. We continue to use tools to create new unknowns, to improve the old deficiencies, to evolve. The same thing happened on the mobile internet, micro-letter defeated Talkbox unified voice communication, sing it beat the game Unified Entertainment list, their win, not random, but the data analysis, interpretation of user behavior, and the continuous improvement of product function. know how to use the tool I, after a year of ups and downs, summed up the following simple three, hope can help not yet on the road of friends, or precipice friends: First, Farewell to envy-style entrepreneurship, learn to use reason when tools first said what is the envy-type entrepreneurial, is to see others do a good job, took the ABC round of tens of millions of U.S. dollars financing, oneself also can't endure loneliness to do a. At first glance looks like and brushes the list does not have the relation, actually the relations old goes: First, why should brush the list? Why do you fall behind because you are behind? Why is your competition in front of you because you have a competitive product and the competition is in front of you? Why is he taller than you, because he is larger than you, and active is taller than you? Because either he brushes the list or his product is really better than yours. So, farewell to the brush list, we must say good-bye to the root cause, that is farewell to envy-style entrepreneurship. of course, not to say that other people do the hotel reservations I can not do, other people did a comment I will avoid, but to say goodbye to the kind of thief stare bag type of pure plagiarism entrepreneurship, farewell that "others do well is robbed my rice bowl", " Other people's daughter-in-law beautiful will rob to be my wife "jealousy mentality." It's important to make sure that what you do is to bring differentiated value to the customer, which is affordable, sustainable, andYour own business mindset is sensible. Tonight, for example, the hotel special hot spot after six vacant rooms, the hotel to increase the full room rate, to bring benefits to temporary customers, it is very good difference in the predecessors of the hotel booking services. Learn to use reason when the tool, will not fall into the father does not love, the wind cast not pro users do not love the death vortex, brush list, also superfluous. Second, the brush list is not as good as data analysis, learn to use data when tools We always think: The purpose of the brush list is to make more people see, interested, download to use, success. And the result is often like this: After the list of people saw, also downloaded, but with a bad use to put it there, or simply deleted, failed. Many applications to take the load to pretend that the user is impostors, is a trick. entrepreneurs are very interested in the activity, for many proficient in the operation of the friends must know that the active degree of this key data, must be active combination of old users and new users. Investors also value active, so there are many applications because of the use of the threshold, interest cycle and other factors, the old user activity is in fact falling or flat, so in order to pull the overall active degree, to give investors a perfect report, hit high load activation, also means to enhance the active degree, and hit the highest activation volume of the best way? Brush the list. do not take some data dry goods, I really sorry to everyone. Do I do "big aunt" one year, once in July this year encountered a registered user and active users of the event, the following figure:
? In July when encountered a total activity (orange Line) Big diving situation, we carefully analyzed the old user active situation, found that the old users (Green line) in fact did not lose, but the download after the successful registration of users a large number of reduced. So we analyzed a variety of reasons, and finally, in the then three-party background statistics found such a traffic phenomenon, the following figure, the user opened the software, entered the registration page, some people registered successfully, and nearly 30% of the user traffic but inexplicably left.
we cheer, not cheer users do not register to leave, but cheer we found the user does not register direct loss of the bottleneck! Next, we did a deeper analysis of data logic and data behavior analysis (pictured below), omitting 10000 words here.
until the end of the day, the problem has finally been found in the Android, a common Chinese operator of the official ROM version, the user clicks on registration, the registration request has not been successfully submitted, because all the company's testing machine root passed, so there is no test machine encountered similar problems. Finally, found the problem, quickly revise, submit the new version, August of active degree return (as pictured above). Of course, not all problems are so fortunate, let's take a look at another long-term brush list of menstrual applications (data from friends to provide ...), in the long-term brush list led by the application of the daily activation of considerable (/enter), but ultimately to its second page-Calendar page (/ Calender users are very few, in the huge number of false activation, the software has lost the possibility of real analysis, the huge false activation flow data completely let data analysts lose the calculation basis, even can not determine how many real users will be in the home after the loss.
then we zoom in on the Calendar feature user traffic (/calender) after 20 times the specific data:
found that a large number of users in their calendar function after the exit of the software, is a bug? Of course, do not know the real operation of the software team can be from the front of the not magnified 20 times flow map, found that their calendar interface loss rate is so high, reached more than 90%. brushes, brush out the fake activation, brush away the real user, brush out the dirty data, brush even himself can no longer distinguish and analyze which data is true, which is false, which features are really popular, which features have fatal problems. So, please start acting like a smart creature, give up the brain-free brush list, learn to use the data tools on your hands! Third, data analysis is not as good as listening to users, learning to communicate when tools for many quality managers who disdain to brush the list, data analysis tools are often the best they can do. My aunt? Operation for one year, has also done countless data mining and analysis, with the help of data tools to improve and optimize the function is also countless, including the above registration process freezes case. But the second thing I would like to say is: the establishment of aunt, every once in a while, I will do one thing is to put aunt? All the posts in the mobile community are carefully browsed, including content, and other users ' replies, Make sure that I understand and perceive women's topics and trends, so one thing happened: at the beginning of the August, I started the community on my aunt, after refreshing dozens of pages, I saw such a nearly sink post ... : title: With the husband's mobile phone can register, with my flash back ah! content: My mobile phone updated the latest version can not register, every time the registration on the flash back, I use my husband's no problem, now can only be loaded back to the old version Ah! Administrator of the great God Quick Show ~ ~ time: July 4, 2012 13:56 keyword refining: Early July, the new version, registration page, flash back ... is there a familiar hurrying? Yes, that's the problem we've been trying to find in July! Data analysis Your Sister! Someone has told you the problem!! After that, we fell in love with the listener, chatting with users, interacting and listening to their ideas. The idea of these users will be directly reflected in their behavior data, analysis of data is a good way, but listen to the voice of users, can save you a lot of trouble.   &NBSPNot that listening to a user voice can be a substitute for data analysis, because you will find that with the more chat with users, the more you can feel the thousands of users ' needs, listen to too much, but will be a little dizzy, compared to perhaps more direct and real data analysis, so the common dimensions of market analysis contains the "psychological" and " Behavior ", because psychology can cheat, the mouth can lie, but the behavior data is often not decorated and hidden. Of course I mean if you're a dumb analyst and an analyst who is not sociable and only likes to hide behind the screen and poke dots in the back of the data, then you must not be the best kind of analyst, we have to learn to use communication as a tool to understand the user's psychology, analysis of user behavior, which can provide you with a lot of shortcuts. Brush List ... Is it getting retarded? do not brush the list, it does not mean you can become omnipotent Qi-san, but will only brush the list, it is tantamount to a squat on the mountain and the scratching of the silly monkeys. Don't you really want to understand what's wrong with your product in a sensible way? also thanks to this article has been very good products, resolutely opposed to the brush list of the Sun Monkey @appstore brush the list of those things. Note: The author of this paper is Kangs Technology CEO
