Let the performance to take off the electric business net sell to be ready (take photo studio industry as example)

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For the traditional industry, how to meet the trend of the times to perfect into the electric quotient gene is a very difficult thing, especially to change the experience of the entity operations, to learn new knowledge and adapt to a different system. This article is designed to give you a quick grasp of the traditional industry to take the best battle blueprint for the electric business battlefield, for everyone to see the combat guide. Managers can use this to arm their own enterprises, brave to go to the first step of the electric business market, employees can understand the company's electrical business ideas, in their own line of practice has a better positioning and display. This paper takes the photo studio industry as an example to draw its outline in simple and simple.

The traditional industry into the electricity business, the most important thing is the deployment before the transformation and planning, the transition process of a smooth transition. To become a confident transformation before the enterprise, it is necessary to see the following seven are not in place and absorption:

1, the reliable Electric network Department operators

Enterprise transformation of the first step, is the need for a reliable electric business system operators, the entire system through down to co-ordinate the overall situation. The overall plan includes five steps: forecasting, planning, implementation, command and control. To take this responsibility, the operator's industry-related experience is reliable, the understanding of the industry's products and backgrounds is reliable, but also continuous and coherent to the entire team to inject their own system understanding.

Traditional sales are active to find customers or passive passenger flow, according to customer demand organization back-end resources, complete a single and then the next single. And our electric business needs to first take the initiative for the sake of customers, according to the accumulated customer needs to do a good job products and services, improve the user experience, and then attract more customers to take the initiative and try to cultivate their loyalty. As the operator of the electric Business department, the basic skills include: Data analysis, category optimization, understanding the promotion channel, understand the user experience and the task goal arrangement. Plainly is the operator to determine what is the main, show which aspects of product characteristics, how to push, how to get feedback. It is also necessary to continuously improve the workflow in terms of user experience, and to promote the process improvement according to the problems arising in the service and the feedback from the interactive dialogue.

2, on-demand layout of the department structure

The Electric Business Network department's operation structure depends on the enterprise situation, generally according to the process of the whole operation flow to consider the frame and position. The completion of an order from the front backward is: lead flow, let the visitors speak, intent to identify, get contact, solicitation into the store or online payment, order feedback. We are here with the Web site online customer service as the background, the process of link conversion point is to set up a departmental framework is an important factor. The number of conversion points is displayed to click (CTR), click to stay (bounce rate), stay to speak (recovery rate), speak to effective response (effective recovery rate), effective return to payment (order conversion rate). Each conversion rate should be responsible for the corresponding department of the team, the entire department team will be divided into several groups according to the responsibilities, these groups constitute the electrical Business Network Department's main framework. Just use the following small example to illustrate:

A well-known brand of photo studio, it has been a high number of clicks, is the visitor in the online customer service above the dialogue number is very few, this reason basically has three, first is the flow quality problem, brings the invalid extensive flow ratio to be big; the second is the homepage or the SEM and the Promotion Advertisement link landing page content plan not to match or to attract people; The third is the site's own access experience is not good enough, open slow or often open. Here is involved in three sectoral group issues, one is the flow promotion group, including SEO optimization, SEM promotion, channel platform promotion and micro-letter, micro-blog and other jobs can bring traffic. One is a planning design group, including planning, copywriting and graphic design of the site as a whole style and external advertising visual effects and activities of the implementation of the work group. There is also a technical operation and maintenance team, the protection of Web site operations and global Data management Analysis team. Solve the problem of clicking on the guest dialogue conversion rate anomaly general use exclusion method, first from the technical operation and Maintenance group, check the site access speed and monitor the site failure rate for several days to eliminate technical responsibility, and then analysis and comparison of nearly seven days of data fluctuations, coupled with the weekly and monthly chain data, completely eliminate technical problems caused by the low conversion problem. The second step starts from the Flow promotion group, check each promotion channel set the landing page link, see whether the page content and promotion part match, check search word report see keyword account invalid words accounted for, check each channel platform in the station interaction and advertising position show location, check micro-letter, Twitter has recently had topic-type content that has led to irrelevant traffic and so on. The final step is the planning and design team's investigation, can be a full range of new activities, advertising pictures and program content to be first through the Department of all the staff common plan and suggestions for integration, with the recent visitors to the high-frequency words and services in the customer demand trend to plan new activities, a comprehensive update of all the promotion and advertising, Changes in data after observation. Finally, it will be found that the planning design team in the whole operation of the data transformation performance is most obvious, the activity plan is good and clear at a glance.

The whole structure of the electric Business Department is composed of the Solicitation Customer Service group and the booking sales group, so that the five corresponding working groups cooperate with each other, and the operators of the department can co-ordinate the whole process of the electric business. The Solicitation Customer Service Group is the responsible group for the invitation of the visitor dialogue and the contact method according to the standard of the operation. The main responsibility of an appointment sales team is to make an appointment to the store according to the standard of execution and convert the data into an order. Booking into the store is the most important step, is the ultimate goal of the electrical business to the landing, the customer into the physical store, is to bring the battlefield into the traditional enterprise best in the field.

After the structure of the whole electric network department is clear, the enterprise can let the enterprises according to their own situation to fill in the need. The flow and performance of enterprises with high capacity can be subdivided in each group of positions, so that professionals full-time, small operators can fill in the workload, training generalists.

3, detailed and complete data statistic mechanism

In the operation process of the electric business system, the most indispensable is the data statistic analysis. Data can tell you the effect of each flow channel, the problem of each transformation link, the change trend of user's consumption habit and so on, need each have comprehensive and perfect attribute record. In addition to calculate the input-output ratio, it is more important to monitor the efficiency of each link and predict the user experience trend, for future work arrangements for planning.

There are at least three categories of data records, which are responsible for each group's work, quantitative data, input-output data analysis, and periodic briefing data. The quantitative data of each group is mainly to record the work of each step, including the display, consumption, clicks, clicks, cost, average cost, q number, telephone number, Jambi, recovery rate, rate of entry and order rate, etc. Input-output data analysis mainly according to the independent calculation of each channel, and then total cost and total order amount of profit and loss accounting, the last is the daily chain, week chain, month chain and the comparison of the year, see if we improve the operation.

4, clear division of labor, reward system

The setting of the system has the function of maintaining and restricting the operation of the whole electric business department. This system can limit everyone's responsibilities and scope, adhere to the implementation of the process and maintain the high standard of service quality.

System to limit the work of each person's minimum data standards and conversion standards, below the standard to open a ticket. At the same time, we must determine the incentive criteria, encourage employees to tap potential, to obtain more growth value. For every step in the operation system of the electric business, we should determine the implementation standard, including the standard of the operation, the standard of appointment and the standard of service process, and so on. Each implementation of the standards are the department operators through a number of tests to improve the establishment, in order to form a unified professional sense of a strong, high-quality user experience. In addition, we must be good at finding problems, problems to find links, from the dialogue records to check the standard questions, from the telephone visit to find service implementation problems. If the problem is found, it is best to adopt a joint system, the team leader and staff to punish, poor management and poor implementation of all have reason to learn.

5, reasonable and clear goal and planning of the chain

The establishment of task objectives must be cautious, the value of the best reference to the year and month chain, and then consider the increased input will bring the output evaluation, the final goal is determined within a reasonable range. The set is too high to be finished, and the morale of the attack is deducted, and the setting of the low will waste the company's allocation of resources and market potential. If you want to deep control of the entire electrical business operation, it is necessary to determine the target refinement and refinement, each group, each link, each person and each value to determine the corresponding target, through the data chain of the way to see the target progress, strengthen the overall control to complete the progress. For example, we have to achieve the number of visitors to the target, it is necessary to carry out hourly and weekly chain, compared to today this hour and yesterday the same time chain data gap, and then compared to the same time last week, the chain data gap, and then decide whether to increase the intensity of promotion, for the next hour

In the task goal planning, the task Quantity subdivision is also an important link. The goal of the previous half month is higher than the second half month, the week task may refer to the month chain data, the week Daily Task Quantity Division also must refer to the weekday order number proportion to distribute. Also take into account the monthly fluctuations in the data, the early and the end of the month is better than the month, which is due to the intensity of activity at the beginning of the month and the end of the strengthening. Then the order task planning is also basically summed up every day, thinning words can be divided into three times a day, to the point of comparison of the task completed, so that all the staff depth of the day target progress.

6, continuous flow stimulus program

The main purpose of this program is to draw flow, drainage is the core power of the electric business operation system, it is the part of the activity planning, the second is the SEM and other platform channels to promote the dynamics, the third is the design of advertising materials. For the traditional industry, especially wedding photo studio industry, the continuous source of tourists is their life and death pulse, to ensure a sustained and stable source is the most important. General continuous flow In addition to maintaining the promotion, is to have constantly push new activities to attract users, one activity per week is the best cycle.

In the stability of the source of the problem, the user experience is the most important point of concern, we should from the user perspective to examine the entire process of electrical business, pick out the flaws of each link. Promotion efforts to maintain, according to the data table show the best day of the effective time to strengthen the display, in the key words account to reduce invalid input, improve the intent of the group Search match, increase the accuracy of the results. The introduction of activities to have the goal and periodicity, in addition to the usual holiday activities, usually also has a phased introduction of theme-oriented activities to maintain the brand's attention and exposure rate. The introduction of the theme activities to be based on the recent customer feedback collection and social hot topic changes in the situation to decide, we should pay attention to each activity after the change of visitors to say the first three words, to see the guests concerned about the core appeal.

7, a professional and unified brand concept

Throughout the operation of the electrical business, to bring customers three of the impression must be the deepest: brand, professional and suitable for me.

Brand infusion from the front end of the flow of the show there is going to start, whether it is advertising pictures, promotional posts or bidding ranking title and creativity, the brand should be the first emphasis on the elements, and continue to each of the following processes and links, to continue to mention in the customer's eyes and ears. Professional, more reflected in the interactive process of image display, from the online customer service above the standard words to communicate, to Q above the professional terminology mentioned and according to the needs of customers with a variety of package plan comparison analysis, and then to the telephone communication part of the language image display, with leisurely, Structured and have asked the characteristics of a comprehensive conquest of users, and finally into the store inside the stereo professional image display. To achieve the full flow of the brand image of continuous implantation and employees to continue to show the professional image of customers, guide customers will become easier, as long as we understand the basic needs of customers, we think more than customers one step, we can recommend that customers think the most suitable for their own product sets. We need to let customers know that the brand is from the accumulation of customer word-of-mouth, we have enough professional experience to consider all the situation for customers, we recommend the scheme must be combined with user conditions out of the best consumer experience. Only in the customer's impression to deepen the brand, professional and suitable for my three labels, in order to better cultivate the loyalty of customers, Word-of-mouth delivery will also contribute their own strength.

The above seven is the traditional industry to carry out the transformation of the necessary weapons, from the inside out clearly for everyone to list out, due to the length of the issue, the content of the detailed introduction will be released later in the article to explain the topic. This article is a way to the personal humble opinion, the deficiencies also need to make suggestions for learning. Attention to my micro-letter public number: Looksayx, or micro-letter search "Road can say", subscribe to more actual dry goods at the same time also can interact with me to discuss the problem, even better is that you will have the opportunity to be invited to participate in the field of micro-letter group Chat Oh!

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