How to write a meaningful website operation optimization Plan (personal case)

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Today, a few wedding brothers to call to the Han court, Green opened the room, I also can't wait to broadcast the number, the results mingtu bad, the room has been set dry, this anger is serious, I decided to write an article to warn themselves: open a room to be early!

Recently in the micro-letter "website Operation 108 will be" public number, many people asked me how to write a business plan, I answered one by one, feel busy, just the weekend I did at home a data operation plan (website optimization direction), So I intend to use hands-on experience to popularize say: I was how to engage in the site Operation optimization program.

Business season came, the leader said: Percy Ah, this core business data operations you do it, as soon as possible a website operation optimization program. I gladly Innonode (xi hee, my work attitude has been fresh, come to a new life, always particularly excited, one of their usual rely on personal stand to ponder the things finally can and Feng a try, and just transformation to do professional social business, this one, more can be summed up a lot of operational knowledge.

So, where do I start: By convention, it is definitely from the data to find the problem of the site itself. Previous experience, data I have always thought there are three major sources: Web site monitoring tools, click Flow data, log data and experience data. The first two data sources do not need to repeat, all do operation of children's shoes know. What is the experience data? Experience data, that is, you as a user, with the user's mission objectives to experience the various business flows of the site you are about to run, interactive details, find problems, of course, the icing on the cake, you can also experience the competitor's website. In some cases, the persuasive power of a competitor's experience is better than the persuasive power of web monitoring tools and logging data. Leaders and business-related people have nothing to say when you really find a big problem on your site based on your real experience. The previous experience told me: Web site log data and Web site monitoring tool of the click Stream data because the data monitoring methods, different indicators, personal data analysis experience will cause a lot of money tongue wrangling. After all, you give the business related personnel (such as Product Manager, algorithm, BD) to criticize, the people are not willing to judge psychology. Especially when a unit of cattle mucilloid, no one is willing to admit mistakes.

First, the determination of KBR, and decomposition of

In the Pole, @ sing often to give us to do the training, then I learned with him a set of web analytics ideas (it is the site operation 108 will be fire when):

Identify your kpi>>> to find drivers that affect your KPI (global drive + local drive) >>> Analytics website and business module, identify problem >>> test improvement issues (Channel + products) >>> After the improvement of the comparison, the application of good results optimization. It then loops through the operation logic. This is illustrated below:

So, I did some thinking according to the key KBR of recruiting business, the final decision to capture < resume delivery > This indicator, it doubled (set goals, I always lack of reason, generally will lead a surprise, of course, I generally do not finish their own goals, but, you know. Goals are not intended to be done, but to motivate themselves and team members, so sometimes I often find that because the leadership is far away from the business, so the goal is very arbitrary, many employees will say, this leader is really two, the head of the target is set.

After defining the KBR, then decompose it, find the global drivers and local drivers, the following figure, I will drive factors and indicators directly linked to a map, this is more eye-catching (yellow part of the global driver):

Second, clarify business logic, look for analysis data source

Having identified the KBR and decomposed the KBR, I decided to find the problem from the key driving factor conversion rate. The conversion rate is a reformulation global index. Because the business process is not very familiar, I took out 500 s as experience user to carry out in-depth experience, and finally summed up the site's key business flow chart:

Business process straightened out, just as I was about to look for data from the data platform to analyze the source data, unfortunately received a message, the effect of data migration to a new platform, the original platform no longer provide services. Then I landed on the new platform and found that the data for the Business Project I was analyzing were all gone. I asked the head of the data department, the person in charge said that the migration data are based on the relevant business colleagues daily clicks on the top of the rules migrated, since the data for your business module has not been viewed for a long time, there is no migration, and then he scolds me with a ton: such an important business why didn't you look at the data before? I'm dizzy. , I have just taken over the business, but they are right, why not look at the data. I said: "I will see later, can I migrate?" then the data department's product manager said: "The original platform of this project report is run according to the current business caliber, currently because of the new Wap\app\ micro-letterhead and other mobile end of the flow channel and platform, proposed based on existing business to reorganize the report requirements." I think so, just to use this to define some indicators. But out of thin air. One more task: Business Data report requirements collation.

Leadership can not ignore these, urging me to write business Operation plan, at this time I thought of the Web site data monitoring tools. It was originally used for GA monitoring (I'm too fond of GA, especially with Google Tag Manager tools), but because of the instability of GA access, the leader recently switched to Baidu statistics. Not very strong, I thought, only my own more snacks.

Third, determine key optimization index: Key process conversion rate

I decided to start by analyzing the conversion rate. My favorite process conversion rate, after research, I found that the business process is divided into three: registration process, resume creation process, delivery process. I decided to start the delivery process data, the core. Open Baidu, did not do transformation path configuration, so the configuration, but the leadership is anxious to plan, such as convincing data generation will delay the program progress. So I started from the interview page, download to the local, to an Excel stupid method comb (this really tired, first have to classify each URL group), a busy night, finally made the first report:

I look like this, can not help but the heart of a happy, because the problem is clear, as if the leader deliberately sent a cheap like: leakage of the place too much, no, is too ruthless. The proportion of each node loss is "unattainable". So I hastened to the analysis of the significance of the guidance attached to the map, in view of the business secret, it is not emitted. In fact, it is just a matter of wording and a euphemism. such as "ruthless, too" and other descriptive words are used sparingly, otherwise the product will be angry drops.

Next, I decided to prove again, this time to experience data methods come in handy, I think, is not the competitor's delivery process is also so complex, I decided from the user task load to support the comparison, the results are as follows:

Black card, the three processes, the user to complete the task time and the number of movements is significantly higher than competitors, this is not a good phenomenon, but also the side of the above mentioned the reasons for the high wastage rate. There are many recruiting platforms. Users in order to deliver a resume and time-consuming effort, transfer platform will be very high. Unless your position is exclusive.

And then I'll follow the third step. An indicator of an index analysis, and finally completed an illustrated website operation optimization program. Of course, because Baidu statistics function is limited, next I wrote the website data demand plan, has collated 12 reports altogether. I found that through these 12 reports can fully understand the optimization of the site's key business, they are: Global Overview data (for leaders), flow source channel Monitoring report (Monitoring BD business level and flow quality), key process Monitoring Funnel report 4 (a global funnel, 3 key business process reports), User Task load report (monitor user experience and interactive design), key entry page Business Performance Monitoring report (page copy, interactive function and visual performance), peripheral content Operation efficiency Monitoring report (Diversion Content Group guide to key Business), User value Monitoring report (Find core active user, And as a means of operation to promote the node), the loss of user monitoring reports (to find and alert the loss of users, ahead of the operation of the deployment), the position of the day to maintain the amount of reports (basic information business must remain constant or improve).

The above about the global drivers, local drivers, experience data, and so on are each cited an example. Do you understand it? This article written here to come to an ending, just a friend phone came, said 7 Xi has passed, the room has receded. I think it's time to do what I have to do ...