Gourd Monk: Learning from scratch website planning "Next"

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In the first two articles "from the beginning of learning Web site planning," and from the beginning to learn from the site planning "in" to talk to you about the site planning three aspects., identify the industry, determine the subject positioning, competitor analysis, then in the last section gourd monk to share with you is the site planning the most important part of the plan, User Orientation analysis and website profit model planning and website planning and design.

First from the user positioning analysis began to share with you, what is the meaning of user analysis? Why do we have to do user analysis? This process is like chasing Meimei, we need to know each other, such as what the other party like to eat ah, like what color clothes ah, and so on, can not rely on pure material to chase Meimei, so even after the catch is not long, So understanding each other is the key. Second, the layout of our website, content, promotion, etc. are required to meet the user's habits, to meet user needs and preferences, so we must analyze the user, if a site does not put the user in mind, users will naturally not take the site to heart. Many aspects of the site are conducted around the user, the importance of which is no doubt, mainly in the following 5 aspects:

1, Site planning: Site Planning is a user-centric, for different user groups;

2, the website operation aspect: Updates what content is the user likes? The content that the user likes is the quality content;

3, the network promotion aspect: before the promotion we need to consider the target user is who? who will buy our products? Where is this part of the network? What do they like to focus on?

4. Profit model: What kind of products do users like? To provide them with the likes of products and quality services;

5, Sem/seo aspect: To search engine, each website is his user, want to let the search engine like your website, you need to give the search engine to bring the benefit, the result that the website renders is the search engine most wants content, crawl the website content if comparatively high quality, will give priority to recommend to the user.

In short, the core of the site is the user, we can not cheat and deceive our users.

Next we from the user group positioning, user characteristics, user needs, user group size to expand the analysis of our users. First of all, the user group positioning, user group positioning we can be based on low-end users and high-end users to analyze two types:

1, low-end users

Low-end users have a very large user base, and this kind of crowd needs more, and easy to solve their needs; the lower end of the user's circle is relatively more open, like communication, loyalty and the site's stickiness is relatively high; there is a low end users know how to be grateful, willing to give the site to do Word-of-mouth publicity; If we have the authority in the low-end user base, nature becomes high-end.

2, high-end users

High-end users have a narrower user base and relatively little demand, even if there is a demand is not easy to solve, their circle relatively closed, and do not like to communicate, may be busy because of the willing, high-end users viscous relatively low, they will not easily do Word-of-mouth for the site, if the grasp of the bad then there may be negative word-of-mouth propaganda.

Different user groups can bring different effects to the site, if a website has 100 users, then these 100 users may have 10 users directly to the site to bring benefits, 50 people are for the site to bring traffic, 30 people is to bring content for the site, the other 10 people are to the site to do Word-of-mouth, Brand and authority. So we can find that a site different user groups bring the role is not the same, so no matter what kind of user groups are indispensable.

What are the characteristics of our target users? We can analyze it from four aspects:

1. Natural characteristics

The user's age, educational level, preferences, region, occupation, Internet time, hi do not like online communication and so on are the natural characteristics of the user, the user's natural characteristics determine the content of the site, style and so on; Assuming that the user is very young, then we may be relatively advanced in the site style design, can not be too old-fashioned.

2. How to obtain information

What web ties or tools do they use online to get the information they want? such as search engines, information websites, question and answer platforms, QQ groups, forums, blogs, etc., we need to know clearly.

3. How to Communicate

How does the user communicate on the network? It is through the forum, SNS website or micro-blog, find their Exchange platform.

4. What topics to focus on

What topics do users like to focus on? For example, users who play online games may be more concerned about the topic of the game, and young women are more concerned with the topic of clothing collocation and entertainment.

Knowing what features our target users have, we need to know what our users want. What kind of help does a user need to seek? What kind of content do you like? What kind of information is needed? What kind of resources are needed? Around these issues we can put the user's needs are all listed, and then prioritize the level of the list of requirements to meet the situation, and then a comparison of the site itself, analysis can help users solve, Can not directly solve, can also be indirectly resolved, pay attention to the requirements of the implementation of conditions. Here is an example to simulate the user requirements analysis:

If our users are personal webmaster, what are their needs? General personal Webmaster has three points of demand, the first is to make money, the second is the flow, the third is to get better promotion. Assuming that our site can not give direct money to the webmaster, then we can for the webmaster's site to bring traffic? If it can be satisfied.

In addition to understanding the needs of the target audience, we also need to understand the size of the target user base, such as the total number of users of the user group, the size of the Internet users, the size of the number of paid users, the number of users contribute content, the site to do the reputation of the number of users and so on.

User positioning analysis The most important point is the mining of user needs, we should be good at different aspects of mining users ' needs, the general situation can be expanded from the following aspects:

1, from the user target mining

Many users think that there is only one goal at the same time, but this goal needs to be difficult to complete directly, at this point we can use the only goal to find more demand; For example, some companies want to make money through e-commerce, assuming that a network company he can not direct the company to make money, But they can do a website for the enterprise, or register a domain name, from other aspects close to the main goal of the enterprise.

2, from the user's psychological mining

This is the grasp of human nature, such as the different types of users have love to show off, take advantage, empathy, anger, love, vent and so on psychology; for example, the success of 51.com is the grasp of human nature, their user's head is a real person certification, so you have no chat before you have seen the other side of the appearance.

3, mining from user preferences

Can be from the user's work preferences, life preferences, such as mining, such as pushing a Web site to change advertising activities, a foreign tabloid to do sports website example, because the foreign young men mostly like sports activities.

4, to meet the user's habits

The site is determined not to reverse the user's habits, such as the 19 floor forum home, Electronic magazine, in the user's habits based on the improvement, mining products, such as the industry's website column classification.

5. Save time for users

Time is money, the user's time is precious, the user's patience is limited, the overall characteristics of Chinese netizens is lazy lazy! Classic for the user to save time cases have hao123, 360, Baidu box calculation and so on; to get your users to log on to your site, find what you want within three steps.

6, let the user directly or indirectly benefit

To provide users with supply and demand information, for users to save money, such as flying a letter, for the user to solve problems, such as a Web site to diagnose, training, consulting, guidance. Having said so much to analyze the user's aspects, what do we need to use? The most direct we can do a real user, simulate the user, or with the user for one-on-one communication, the user salon, party, observation and analysis of user behavior, questionnaires or third party authoritative data analysis. About user positioning analysis Gourd Monk said here, then we want to carry out the next step of the site planning, is the profit model planning; The most common profit model is network advertising, internet value-added services, E-commerce, mobile value-added services, online games, and other 5 modes:

1, network advertising

The form of Internet advertising is divided into traditional monthly advertising, CPC Pay-per-click Advertising, CPM pay-per-View advertising, CPA-per-person cost or registered subscription advertising, CPS-paid advertising, window ads, and so on.

2. Internet Value-added Service

What is the Internet value-added service? Services other than basic services such as domain name registration and virtual hosting, such as games, chats, etc., must pay an extra fee to enjoy the internet business.

3. E-Commerce

The most common and simplest way is to sell things directly, in the form of business-to-business, Consumer-to-consumer, etc.

4. Mobile Value-added Service

Mobile value-added services are mainly mobile operators to provide pictures, ringtones, SMS, MMS, mobile newspaper and other services.

5. Online Games

Network games can recharge the game, sell props, games implanted ads, page ads, fees and other forms of income to carry out profits.

Selling ads, selling products, selling services, selling experience, selling resources, selling information, selling ideas, a website can achieve what level of profitability, and IP number does not necessarily have a direct relationship, the most important thing is to see the site's user value is not worth the money, the other is to see the user's needs to dig good, the user is the carefully study the user, intentions to serve the user.

Website planning the last step is the site planning and design, the site's service design at least to be able to transfer to solve 1 problems, the site's functional design, the function of good enough, the simpler the better; the structure of the site to be clear, must not let users and search engine spiders lost; The website's channel column design needs to conform to the user to find the content the custom, in three steps to present the most accurate content, if it is a shopping site or corporate website, the page design to the atmosphere, professional, with a sense of trust; In the content strategy can follow the Kun teacher summed up a principle, people have no I have, people have my whole, people all I fine, Spermatogonial, I am a special person, I alone.

A good site planning program is everything to user-centric, in a field to introduce a different from competitors in a certain quality service or content, can quickly directly or indirectly solve a certain type of user group of a demand, and has a simple sustainable profit model. Website planning can not be quick success, need to spend time and effort to analyze the industry, positioning the theme, analysis of competitors, analysis of user positioning, design site profit model, planning website design and so on, haste makes waste, I hope that we see the gourd Monk "from the beginning to learn the site planning" "in" "in" the "under" " The article school to the Web site planning ideas and methods, efficient and continuous implementation, really can be applied to the site planning work.

Author information: Gourd Monk, formerly known as Ella, is committed to E-commerce, Network Marketing planning, entrepreneurship project planning and other aspects of research, want to see the author more articles please login www.huluso.com copyright notice: Welcome free reprint, reprint, please keep the original author information, thank you for your cooperation.