Erhai: Why a lot of web site traffic is high, but did not make a big platform?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

(This is the Erhai for the July 2014 issue of "Maixiao's business: Everyone loves to listen to jokes")

In the Internet industry, the "flow is king" Law, should be known. Basically, traffic is the basis of everything. What does traffic mean? Flow is the attention, flow or a series of actions, such as: Browsing the Web site, open the home page, browse the following pages, click on merchandise, click Shopping Cart, online transactions. Internet practitioners never hide their pursuit of traffic. Many big players are the first to rely on free flow, and then look for the method of change, Tencent, 360, Baidu is so. Many people also noticed that there are indeed many Web site traffic is very high, but finally did not make a big platform, such as: Tianya, Mop, 51.com, happy and so on. What's the reason? In addition, on the mobile Internet, traffic and the distribution of the PC Internet is the same? How does the social network affect the flow distribution? This article will be discussed.

Quantity and quality of flow

Behind the flow is human behavior. The traffic analysis of different types of websites and apps is very mature. E-commerce site will be very concerned about repeat purchase, the game will be very concerned about the next day, media classes will be concerned about the depth of reading and the number of open. In the final analysis, people are concerned about the physical significance of these flows. There are several key points:

First, the flow cost.

People are keen on the spread of the virus, the core is the flow cost. Having the opportunity to get a lot of low-cost traffic is key to the success of many websites and apps. The forerunner's great advantage is that the competitor has not appeared, the cost of obtaining the flow is lower, easy to start.

The second, the retention.

It corresponds to the loss. The user came, not very good to maintain, naturally difficult to succeed. That's what the funnel effect is all about. For E-commerce sites, repeat purchase is essential, it is not difficult to understand.

Third, frequency and time length.

This is a strength index. Sites want users to come to the site often and stay long enough. For example: toothbrushes, at least two times a day, become a necessary product in life. QQ Early Hanging Q is also in order to increase the use of QQ time. The current use of micro-letters is probably more than dozens of times a day.

Its four, target behavior.

Web sites and apps builders must expect users to produce some sort of desired behavior. E-commerce site will certainly want users to buy frequency, customer price is relatively high. The media will certainly want to read a few more pages and browse ads, and game developers will want to pay more. Some of these behaviors match the theme of the website, while others are more indirect. For example: Can a recruiting website advertise for E-commerce sites? Generally not, because for the recruitment site, it is not easy for users to browse jobs, if you jump out of e-commerce sites I am afraid that the advertising fee is not enough to compensate for the loss. 360 of the theme of attracting users is security, but after installing security software, 360 want these users to have the behavior of playing games and navigating the Web site. This requires relevance and guidance. Many sites in this link problem.

Its five, persistent.

Users really like a website or apps for a while, but after a while, they may need to be replaced, or users will no longer have this requirement. I think a lot of jokes on the website have this problem. People may remember the time when the ring tone is popular, the first occurrence is the funny color ring, such as: Xiao Qiang. But then it was replaced by music. So, the website is not bad, is how to continue the problem.

Mobile Internet traffic Distribution variation

Search is the most important entrance to the PC Internet age, but it is just one of the portals on the mobile internet. People go to app stores to download apps, and then they start using different apps.

The immediate proposition is that the micro-letter will become the only or approximate monopoly of the entrance? The answer is, it seems more difficult. Micro-letters meet the needs of people to communicate, between friends to push news, funny children's needs, a bit like Facebook. But being too bloated can lead to complaints about the ease of use of the micro-letter, making new applications appear. Burning after reading is a very good example. Therefore, the micro-letter must be cautious, not very fast to promote the speed of expansion, but will work on infrastructure, such as: payment, communications, financial and so on. In the PC Internet age, QQ is indeed a very important flow of the entrance, but people will not be a lot of behavior to QQ as the starting point.

The screen on the phone is small and it is inconvenient to enter from one entrance. It makes it easier to navigate applications directly into the mobile desktop. This causes cell phone traffic to split. In other words, Baidu and other browsers traffic on the mobile phone has been differentiated.

Social networking as a new source of traffic

The concept of portals makes it clear that traffic flows first to the portal and then to each topic. But the rise of social relations has weakened the concept of entry. Some mobile e-commerce sites, although there is a portal, but traffic may be the various businesses from their own social network to import, that is, the entrance differentiation. This is a very interesting phenomenon.

Generate flow and use flow

About the flow of the creator and the consumer. It was pointed out that electronic commerce was the user of traffic, not the creator. However, Ali cut off with Baidu, micro-letter direct diversion, stating that Ali does not think this is right. They should believe that Ali itself can create traffic. Shoppers want to shop, directly to Ali on it. This view is not accurate. You can't forget that brands can generate their own traffic.

A successful website or apps, will eventually form a brand, generate their own traffic, which is the core. Although, who will not only rely on their own flow, will find ways to drainage. From this point of view, the general E-commerce site will not give diversion to other sites, E-commerce site is the use of the flow of the argument is also a certain reason.

The future of the satin industry

Many of the application flow rapid development. There are such news applications as today's headlines, and there are some funny, selling Meng. Some of these applications meet the very traditional needs of people, such as today's headlines, it is not difficult to understand that such applications are mainly facing the competition of existing players. Some are novel needs, such as embarrassing encyclopedia, and the key to such applications is whether these applications are sustainable.

Flow is scarce resources, the flow of attention is very normal.

I believe many applications will be transformed. I've heard that ink weather, aunt, and singing are all stretching. Traffic is the starting point for these applications, not the end points.

Concluding

Flow for the king into the hearts of every internet practitioner. Accurately speaking, the flow is the necessary condition, is the basis, no flow is not possible, but with the flow is not necessarily line. The volume and quality of the flow are important and require careful analysis of the five characteristics of the flow. Socializing makes the entrance to traffic a distraction. Mobile Internet traffic distribution is more dispersed, although there are micro-letters such as the heavyweight entrance. Micro-letters will be very carefully expanded to avoid making mistakes and giving others opportunities.

Jokes and other applications are very noteworthy, the key or continuing problems, traffic is their starting point, many will be extended, transformation.