Ten ask the Electric dealer: Do you know the project plan? Project Innovation and optimization

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The birth of the topic of "Reading Guide" marks the richness of the online retail content form, and finds a more unique and free display way outside the method of conventional display of goods. With the continuous development of the electric business platform in recent years, the application of the topic has been innovated and optimized.

Wen/Xu Renyi

In accordance with the planning objectives, the thematic direction of the total divided into three:

Promotion

The use of hand-recommended goods in a fixed period of time to attract users eyeball, the planners put these goods in a page or system, often users do not need to page to see all the promotional items, they are usually the most popular or the biggest price reduction, but also may be the largest inventory pressure.

Activities

A planned marketing plan organized by the organizers with festivals, anniversaries or social events as "gimmicks". The activity topic not only also has the key to recommend the commodity, will also have the fictitious activity which the user participates in, for instance draws, the integral, the micro-blog interaction and so on, organizes the marketing to become richer more to have the atmosphere, the marketing resources also relatively afresh integrates.

Packaging

Do not reduce prices, no festivals can also produce special topics, for some relatively special goods, or brand to carry out a "value-added" packaging, more cases are independent cultural brands or virtual value of far higher than the actual value of goods. Such topics focus more on ductility and storytelling, and the innovation component is also higher than the first two.

1. What are the core components of the topic?

Comb the weight of information, usually a page is divided into three parts: Introduction area, content area, interactive area, clear page structure settings can be reasonably placed slogans, merchandise, classification, interactive activities, sharing, extension links and so on. Summarize the most important core content, including: commodity (category, brand), sales (sales, price, discount strength), topic (date, rules), thematic features (for crowd, limited, functional characteristics, other advantages).

2. What does the data in the project represent?

A topic with little more than a lot of content, page "click Rate" is a direct measure of the quality of the page is the primary data, there are linked with the click-through page "exit rate", "Stay Time", "repeat browsing rates", "share collection rate" also reflects the theme of the user's attractiveness, goods, images, prices, Other factors, such as text and concepts, can affect some of the page's underlying data. If you want to study the data of a particular topic and expect to come up with some results, you need to continue to conduct targeted test or abtest comparisons.

The second aspect depends on the impact of the topic on large data, if a traffic promotion is a good topic attracts a lot of traffic to the site to accumulate to the topic, and so that most users lost the opportunity to browse other pages, so that the surface of the topic single data is very good, but the impact of the site large data patterns This is obviously risky, If the project to achieve the conversion effect of shopping is not good, then will lose users, so in the topic set the path, real-time monitoring site large data is also very important, the user to bring inconvenience to the planning and design of the immediate correction.

3. Does the project depend on the success or failure of the design?

There is no doubt that page design is the last step to meet users and is critical. But the "design" mentioned here, I think not only is the page visual image, but also includes some details, such as "How to split the line does not use the user to read blinds?" How long and how thick should it be? The dotted line represents an association? The factors that determine the success of the project are not only the design of a factor, the concept of interaction ideas, advertising language, promotional platform, incentive methods and so on are to promote the completion of an important part of a good topic.

4. How to balance the reading quantity of the topic?

Usually the product promotion topic has two kinds of information coexistence, one kind is the choice which guides the category, one is guides the star item commodity the choice, "the category" is more suitable to do the introductory reading, but "the commodity" more relative reading is concise, the price system clearer is good. In some sites have a lot of European and American fashion topics, usually do not mark the price, only pay attention to the picture combination, such examples may be double-edged sword, to specific according to the purpose of specific analysis (personally think that the shopping guide website or independent characteristics of the brand more suitable).

In the whole page, the information distribution of the text is the basis of the comfortable reading. A line of characters and a line of small print "can make people clearly determine the primary and secondary level of content," a word "" after "a word" in addition to specific commodities (such as special jewelry, precious metals, special crafts, etc.) need to be interpreted in words, This practice is not usually recommended.

Another important task is to test the time that the whole page is read view and read the sum of time is the total of this page is all reading time, here I personally give the suggestion is: test reading all the information on the page time, the average person in 1 to 2 minutes between the content of the more reasonable amount.

5. What is the entrance and the path of the project?

There are many ways to reach a target page, the most common way is to create a shop home banner ads as a theme of the door, this form is the most direct. What else are the entrances that can be set up--station: Level two page banner, search page recommended text chain, product Details page recommended banner, other topics page recommended banner, mail, micro-letter push chain, etc. outside: Friendship Shop banner, search engine page advertising, station outside the keyword, Shopping class site text or banner, parity site banner. These portals are the path to the project, and planners need to optimize these paths and choose the most cost-effective path and entry styles.

6. Can the project be pre-judged?

Electric business is a step-by-step marketing model, in line with market demand, the need for long-term accumulation of access to the market rules from the topic, such as to grasp which festivals suitable for the introduction of topics, how to use social events to create marketing.

During this year's PM2.5 drifting through many provinces and cities, some businesses have introduced masks, air purifiers, green plant products, the theme of the market, they are used in advance to determine the needs of users to manufacture marketing, such as such topics have an effect can be judged, but the effect of specific to what extent also need to combine sales details to decide. In addition to keeping up with market demand, the theme of the business rhythm is also one of the factors affecting the effect, perennial special sales of the business relative loss of the topic of the sudden nature and sense of timeliness, more difficult in a particular topic to achieve a leap in effect, so master this way needs to be more clear in the overall marketing strategy, the global reasonable refinement of the decomposition of the special The control of the effect will also be relatively elevated.

7, how to combine with the actual innovation?

Service innovation is the key to cultivate marketing characteristics, creativity is not equal to innovation, creativity can be meticulous, can also be unrestrained, but innovative more pragmatic. Now many businesses are engaged in a variety of activities, such as lottery, Seconds kill, time limit 0 Yuan such creativity is not uncommon, in the final analysis or remind the user here has the value or even free of cheap to account for, but how many people can really in this ultra-low-priced activities to enjoy the promotional price of the business, I think most people will shake their heads.

So how do you create more ideas or fun? First of all, my view is that innovation should not be divorced from trust, from the user's point of view, all new forms, languages, images or gift packs can bring to users. As pictured, a well-known apparel brand shopping site, in children's wear part of the introduction of a special topic, in each group of children's wear collocation area, users can click to enter the group with the details of the page, a quick selection or selection of the combination of goods into the shopping cart, and have more of the same kind of recommended products to provide alternative, save the user imagine with the shopping time, Avoid the blind collocation caused by the after-sale distress, add a lot of fun and care, this originates from the adult shopping thinking of innovation, it is worth thinking for reference.

8. What is the role of the planner?

People who write poorly and do not design are all running for strategy. "This is not a famous quote, not to say that a qualified planner needs to be proficient in every detail, but we must be aware of one thing: all the work we do is based on the" transfer ". We are the initiator and the seller. Planners need to be able to use a variety of means to achieve planning purposes, some are the atmosphere of the foil, some of the chess players, some even the core of the corporate brand. Planners are not actors, but they need acting to play a role in creating success, they are usually good at discovering problems that ordinary people are unaware of, and they have a different perspective on life details, socializing, and art, which is their advantage.

9. How can we train the "special team"?

"Reading textbooks" or "watching movies"?—— I would choose to watch movies. The concepts of speed, transformation, scene, time, choice, memory, etc., I think there should be more in the film, and "movie" is more than just a movie. The topic team needs to know more about things than any other job, some people's artistic ability is strong, some people's analytical ability is strong, each person is good at the domain is shared is to the other team members of the knowledge supplement, another orientation field (such as fashion knowledge, skin care ingredients, etc.) of the Professional information supplement is the team leader's necessary task. In addition, for the team is full of thinking and action, not regular internal competition or industry analysis, will promote the team's overall knowledge and thinking width, is conducive to the idea of planning to bring quality promotion.

10, how to expand planning ideas?

Most of the ideas come from imitation, a few from original. Follow the precedent, but through search, observation, thinking, transformation to obtain, the process of thinking of the transformation, complementarity and optimization are a kind of exploration. The expansion of the idea also with "eye view Liu Lu ears" related, not only the special topics of the electric business industry is the target of the planners, there are many "special topics" in life, such as Newspaper Life Column, the magazine of eating and drinking introduction, outdoor advertising, interest Social Forum, shopping mall activities, TV in the common life of small common sense, travel raiders, and so many can cause ideas enlightenment channels.

In addition, the successful business case is also a good way to polish ideas, many world-renowned brands of advertising are showing the brand's "self-confidence", "Taste" and "logo", in fact, through these advertising purposes, we can try to restore it through which screen, which language, Which voices and what stories in a form to inform the world, to find more success details, planning will no longer exhausted.

"Introduction of the Author" Xu Renyi, senior electrical engineer consultant, Sina Weibo @mrrenyi