Public comment Lu Xin speech sharing: Dynamic traffic

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First to pay a bottom, this article benefits from the public comment on the chief flow Officer Lu Xin in the GOMX General Assembly speech "Traffic Secrets" (Click to download the PowerPoint presentation).

Stop the crap and start serving.

1, the purpose of the flow

To do anything, you need to ask the purpose first. What kind of effect do you want to achieve after traffic arrives? The conversion of the sales, the increase of the membership registration or else.

Because this is the only way you can maximize your traffic value (in line with business value and business model). Of course, this is clear, you can choose the most cost-effective flow source channels.

The special caveat here is that considering the value of a visitor, you can't simply take a new customer out of this particular channel by how much money I spend on average (see the formula below and think about why).

2, the common flow source way

I believe everyone will have something to say when they see it. Without it, just because everyone is doing it.

Search engine: PPC and SEO

Advertising: Media launch, hard to wide, activities, cooperation and so on

Free cooperation: Based on content, product, Network Alliance, virus marketing, etc.

Social media: Happy NET, QQ space, micro-blog, etc.

See here, everyone has found wood, this is simply the source of the flow of the way. Simple will pull in, as for he is not come to go, will not long stay, can only use three words to answer:

I don't know.

Very powerless to say.

3, dynamic flow

If the traffic to a site is compared to a reservoir (a Lu Xin metaphor), then what we often do (see 2nd) is simply to add new users, with little regard for active users, sleepy users, and lost users.

In fact, from the perspective of operation, search engine marketing, advertising marketing or social media marketing, in fact, the ultimate goal in order to convert to search marketing in the brand Word search users and direct access to users (think why).

Compared to the overall site traffic, the second part of the drainage method is only a prologue. The focus is on operational dimensions, how to improve user loyalty, how users are active, and how to reduce wastage rates.

Let's take a look at how to increase user activity.

1. Research on the life cycle of members

It is simple to say, according to the performance of the members at the site to differentiate them, so as to distinguish between treatment. The distinguished dimensions can be "active members", "Sleeping members", "lost members after Active", "newly added members". Depending on the active cycle, it can be carefully differentiated (see example below).

2, for different members to carry out different activities

After the members are differentiated, they can be effectively carried out activities, the EDM can be sent to a very good use. In an example, it might be more of an image.

A shop classifies customers as "quality customers", "for price-sensitive customers, dormant customers, by arousing enthusiasm for free delivery to dormant customers (cost 70, pricing 300, free delivery), and attracting price-sensitive customers by discounting (with a turnover, Price-sensitive customers say that the discount price 200 to attract the purchase of goods, regular mailing of small gifts to high-quality customers.

3), the operation of the membership system

Many stores, many electric operators in the operation of member systems, this is also a cliché topic.

But to be honest, it's not uncommon to be able to run a good site, because many businesses are ignoring the sense of achievement after buying.

A simple example: Why do a lot of people like to play games? Because after killing a monster you will find that your experience has gone up, and you have got money or dropped items. This sense of achievement can be timely and proactive feedback to everyone.

When we are working on membership systems, we often use loyalty points, swaps, and so on, and this instant sense of accomplishment can be compromised. May as well as Taobao to stimulate: to give members a growth of the progress bar, tell members, you still need to spend how much money, the number of points you can enjoy what kind of discount (concessions must be very obvious to appear).

4. Summary

From the above also can be seen, in fact, traffic this thing is really not a person capable of good work, it needs a lot of cooperation and support.

Of course, the effect of this approach is also very significant, then your flow may be a geometric explosion of growth.

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