Flow full operation

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Traffic is not only the result of website management, but also the object of website management. Flow of access, derivation, filtration, retention, transformation, is the key to the operation of the website, each link of the productivity needs monitoring, according to the purpose of each link repeatedly targeted optimization.

A． Acquisition of flow--primary and derived traffic
I "See" The beginning of the "MySpace revealed" in the conclusion that: to fight, the first preparation of food. If you do not plan the source and cost of flow, like the factory did not consider good raw materials procurement, not to say no, but not good enough.
In the combination of free flow and paid traffic, we discuss both free and paid traffic. Among them, I think SEO free flow still have great deep digging potential, the original is the workshop-type production, only around the individual site for SEO, low production capacity, if the investment and technology, the target crowd do station group SEO flank, I believe there will be different output capacity, it is worth small and medium-sized entrepreneurs attention. In this field, Ho Tian is doing some experiments. (Refer to "The Feasibility of SEO Automation" series and "on the Upgrade of SEO" series)
"How to hit the free flow of the combination of paid traffic," said the flow of the original flow, that is, the site's own development of the customer interface, the interface is often very inadequate, a large number of potential customers have not been contacted. The proper raw flow is the foundation, is the necessary condition, but is far from enough, can let a website take off, the quick gain share, is derives the flow, namely through the word of mouth obtains the flow.
The website operator should plan the basic raw flow according to their own resources and desires, and plan the conditions and paths of the derived flow. Plans can be considered inadequate without planning the original and derived traffic in advance.

Two． Flow filtration--conscious and unconscious, ubiquitous filtering

1. The significance of flow filtration
Web site traffic sources, interface organization, information structure, service depth, everywhere consciously or unconsciously filter visitors, the dynamic formation of visitors structure. The influence of visitor structure on website development is self-evident.
Visitor filtering affects not only the visitor structure, but also the service resources of the Web site. If the flow of traffic into a website is a high value flow that meets business objectives, the site can provide better service and marketing at higher cost rather than wasting resources on low-value visitors.
Website on the one hand to clearly understand and repeatedly review their own in which angle consciously or unconsciously carried out the visitor filtration, the long-term impact, on the other hand, according to their own business objectives to actively adjust the filter visitors.
 
2. Filter from the source  
      from the search engine bidding ads or SEO visitors, through the keyword produced a filtering effect. Especially noteworthy is the relevant keywords or the long tail effect of the phrase, when the site has a large number of high related content, may inadvertently inserted to get scattered related keywords or the search flow, not only the value may be more than the broad content of popular keywords high, and the total amount is not small. Therefore, the accumulation and update of the topic-related content is a very important work.
      Soft paper can bring high-quality visitors, and because of reprint, can achieve good brand effect and flow effect. Ho Tian that soft wen is one of the best sources of traffic, with a sum of money advertising, as the same as the money to find someone to write a soft text, the article will be dramtically.
      plug-in ads are rogue, but technically can be very good filtering, can be based on the visitor to open the target site or the keyword to be retrieved targeted pop-up. This is a good choice if you want to make paid ads.
      derived traffic, that is, the flow of visitors through Word-of-mouth, is a high value of traffic. The pattern and skill of creating derivative flow is a field that lacks fine research in the past, it is worth discussing deeply. Interested to discuss together please contact Ho Tian.
      Monthly ads, affiliate ads, links, mail broadcasts, etc., by the expression of traffic flow filter. If the advertising content is too broad or biased, will bring a lot of value-free traffic, to pass the test constantly adjust. &NBSP

3. Filter through the interface atmosphere
The interface form, like the hotel and the big row environment, through the visitor cognition "This is the suitable place for me", but filters the visitor. Beautiful or humble, concise or fancy, easy to use or complex, lively or peaceful, not only a direction, but depending on the level of the target customers, psychological and determined. Guess customer how to need not necessarily is right, will it to art, planning personal aesthetic is more adventurous, more ideal practice or test, for example, many groups of interfaces, virtual multiple Web site for testing.
The planning of the interface atmosphere is of particular importance in two aspects. The first aspect is the popularity experience, that is, the feeling of the people and their matching the enrichment and active in this station, which is particularly valuable for the new station. Just like the supermarket deliberately messed up the goods, the hotel arranged for guests to sit outside, as the new visitors access to the information is limited, the creation of a popular experience quite a space. The second aspect is the behavior hint, implied that the station service is suitable for what kind of crowd, needs the visitor to carry on what behavior. For example, the Chinese dating center everywhere hints that it is a pay-for dating station, that the pay is good and that many people pay for it, filtering out the people who are willing to pay and promoting their pay.

4. Filtering of information rendering
In the series of the structure and behavior of information presentation affecting visitors, we discuss how the presentation of information will have a far-reaching impact on the hierarchical structure and behavior of information contributors and information-seekers, which is deep and may be not intuitive, as is the effect of the moon on tides.
This, I experience is not very clear, only vaguely feel at the beginning of the website design, it should be considered from the perspective of the interests of visitors to the impact of the way information presented. It is not easy to have such insights, and need to accumulate or contrast. Hope to have the opportunity to go through some specific cases to deepen.

5. Service filtering
The design of the service is not all in the interests of visitors, experience as the goal, but also may have to consider how to filter the factors of visitors, not within the target visitors, should make him uncomfortable and leave as soon as possible.
For example, in the registration process, some serious dating stations through the cumbersome registration and validation of serious dating is not very strong visitors filtered out, leaving a group of easy to collect money, can provide them with higher quality services.
As a tool to increase the viscosity of the website, we also have the ability to filter visitors. Management says "What you want to reward" and what you think high-value visitors should have, and you reward points for that behavior, not rain equitably, and any stickiness to a low quality visitor.

Four． Flow retention--Custom creation

The high value of the flow of access and filtering, high cost, so that your site becomes the flow of love or trust of the brand, or even become his/her habitual place, more important than to get traffic. If you can't, it's like using a leaky bucket to fetch water, the longer the leak, the more wasted it will be. I often advise want to promote a large-scale friend, first tested your rate of repeat and word-of-mouth to say, the number is not satisfied before, do not do promotion, the first good products and services.
Is there a good product and service, the visitor will come to use it? Not！ Visitors too busy, too many things, although feeling good, may not think of another trip, more ponderation formation habits. Like when we were young, the form of habit is to be urged. Another example is that you have to be present and interact with each other often in front of him/her. It is a key link in the website operation that how to lead the visitor to come again and finally form the behavior habit or the brand dependence.
Before heard a saying, a thing to do 21 days will form a habit, do not know true or false, but at least the formation of the habit is not a two times can be. Some sites over time (such as UU) remind you, you have a lot of time did not come, some sites over time to provide you with some information about you (such as when, Excellence, inout), but this is enough? From the perspective of promoting habits, we are not only to remind, but also to promote the repetition of their behavior, so the angle of contact should be the occurrence of the type, and frequency should be tight after the loose, rather than loosely. I think of a technique that salespeople often use to create opportunities for next contact without giving them enough information or information. Similar techniques can be used in the service design of a website.

Five． Flow conversion--the promotion of behavior

In "The difference between visitor experience optimization and user experience, human-machine Engineering" We talked about: in traditional business, the example of deliberately cutting customer experience is everywhere, and the center of Visitor experience optimization is to drive change around business goals. The emphasis is not on "experience", but on "occurrence".
How does this happen?
Inexperienced salespeople and customers can talk to each other, it is impossible to push the sale, nor does it know if the customer intends to trade now; experienced salespeople can easily create a "let's deal" scenario, go into the business with the customer naturally, or quickly identify a customer who is temporarily out of business.
The same is true for Web design. Experienced and inexperienced organizations have great differences in promoting the behaviour of visitors. Ho Tian thought, sales skills in a lot of content, can move to the Web site traffic conversion. If the planners and designers to carry out the sales skills of learning, there may be a great advantage.

Six． Summary

The operation of the flow, the core of the customer benefits, psychology and behavior analysis, must be in the field of industry and customers have in-depth understanding. In any direction of service, this is a work that requires long-term accumulation to do a good job. For a website, such talented person is to be valuable, dig to one, less take n years detour, save countless investment. To change an angle, if you are interested in a field or have accumulated, it is best to continue to accumulate until the sperm, do not easily switch. Understanding the customer is the most valuable ability of all abilities.

Traffic management requires digital monitoring. If it is my site, I will be in the flow of access, derivation, filtration, retention, transformation of all aspects of the monitoring Code, detection of the productivity and loss rate of each link, and long-term do longitudinal contrast; and, under the resources permit, do the optimization simulation test of different angle in the key link more.
On the basis of such optimization and monitoring, we can do more accurate planning, according to the current ability to achieve what kind of goal, if you want to improve the goal, what links need to do what kind of input. Many Web sites operate as a black box, only to see total input and total output, can not decompose the effect of each link on the results, a little rely taste. Ho Tian that this is a workshop-style, not suitable for large-scale production.

If you read this article, you are interested in contrasting the analysis of their traffic management, welcome to communicate with me. See Ho Tian's blog for contact.

Remark: This is the second of the series "thinking before Internet entrepreneurship". In this series, Ho Tian want to the current understanding of their own entrepreneurship, on the one hand, set a record, on the other hand to create some collision, to correct or deepen the figure. This series is only related to SEO.