The Mystery of website success: Rip off the product layer of paper

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Many network practitioners have a very basic confusion, some how to improve the flow, some how to do a good job income, some how to reach the heat and so on, in fact, in the end, or a word: success; the success of the website is the most basic value judgment to realize the fundamental career ideal, and of course,

In my personal view, the site of personal webmaster and the company, the group operation of the site is not much different, just like the happiness index that thing, Li Ka-shing is tens of thousands of times times the wealth of you, but his happiness index? At most not for your twice times, or even lower than yours, the same truth, and more money to promote, and then perfect service system, Again the perfect team, the final face or IP,PV these figures, but also face the underlying database structure, server, compression, products, customer satisfaction, Word-of-mouth and so on.

The real science of the site, not to see who money, now a headache is a word: "For our company money is not a problem, sufficient funds, we talk about other issues", money is not a problem what is the problem? The use of Baidu bidding can buy how much flow, if according to industry words bidding calculation formula, Even after a rigorous professional SEM balance, the hot industry (such as mother and child, real estate, luxury goods, etc.) is still 1 yuan equivalent to 1IP, millions of of the promotional costs can be burned for how long? China has a saying, "Come fast", wait until the funds stop, your site who will remember?

Only products, only do their own website products, so that users really to remember your products, your brand, your domain name, your slogan.

Products like gift boxes, users on the Internet, can be free low threshold to get a lot of gift boxes, but when the user opened the gift box, if a surprise and the gift received, when the user opened the gift box you submitted, but very disappointed to put aside, and even angry yelling at you, you have to think about it, Whether the product you provide is really a good product.

Read a lot of Product manager tutorials and articles, inside a sentence called "User-King", has been very confused, what is called "user-King", sometimes not let me think of a word: "Do not try to understand women, because even they do not know themselves, how can you know them", Although this sentence to a certain degree of ridicule for women, but reflected a general philosophy "the most people do not understand is himself", then, how do you go about a group full of function variables, as your Solomon worship it?

Let's analyze the behavioral trajectory of a basic Internet user in 60 seconds (please allow me to secretly observe the internet behavior of a colleague next to me during work hours)

Open QQ Landing Interface---Landing QQ---point open constantly flashing QQ avatar---Landing hotmail (at this time QQ window news Open < variable one >)--- Look at the message at the same time to quickly open the QQ window of interest in the News link---page on both sides of the switch---from the content page of the mutual link to find the depth of interest content < variable two >---continue to read the content of the page (in 5 Seconds to open 3 pages < variable three >) Start to realize that the main purpose is to see the mail, and then click to open the mail to continue working

OK, so this is my colleague's behavioral trajectory in one minute at work, which involves three variable areas:

Variable one: When you focus on doing something, you suddenly receive a source of information outside of the field, which leads to selectivity, which distracts you from concentration.

Variable two: While continuing to search for depth content, due to the randomness of the Internet and information scalability, the focus is further dispersed, and often within a few seconds, attention from the subject spread to many types.

Variable three: When attention is dispersed to a variety of types, the information taken is discrete, while the user's attention is drawn to various types of information, while the other is looking for elements worth the next attention (back to the beginning)

In fact, the user's trajectory on the network can be summed up as: This gathering is for the next second separation, and constantly dispersed means immediate aggregation.

So the user keeps bouncing on this page to another page, one product to another, one news to another picture, and most people are in the midst of confused clicks and quick reading, except those with strong willpower or focus.

This is the "fast-food Internet behavior", the user's browsing needs as if the appetite for infinity, and all kinds of information and products are part of their fast food.

So how do we, as product managers, get to know the needs of users who are constantly beating?

Seize the user's heart, let them in your product force beat, through your magic palm, will they continue to converge: hope to jump out, immediately pull back, and then cultivate loyalty and goodwill, and then form a word-of-mouth effect.

Then you need a trait this feature is one of the basic elements of the Internet product survival, but also the early success of the product or even the most important element of the success of the site, as Buffett declared: "The success of wealth needs in the beginning of the formation of" wet snow, so as to snowball slowly expand their profits ", At the beginning of product design, it is necessary to fully integrate into the user groups, conduct product feasibility studies, to the Department of Services, marketing colleagues the most face-to-face consultation, in the Forum to do survey reports, in the user to do telephone consultation.

The original intention of the product design, does not need to position itself as a national tens of millions of users of the Big Mac, only need to meet the needs of hundreds of or even dozens of of people's products, their needs to achieve the ultimate, many product managers are saying: "Do the product is to do subtraction rather than do addition", but also in the foreign part (of course, minority) In the design of the product is somewhat stubborn that: "The start-up period of the product should be the most streamlined, only to meet a small number of users of the basic product requirements, and then with the expansion of users, the development line will be stretched, in order to meet the different needs of the user base to expand the product. ”

This can also explain why some individual stationmaster can succeed, Hao123,qqjia in the same period of billion, billion Tang, 8848 and other sites because too much money, but many choices and disappeared after a few years, and personal webmaster stubborn, no choice to bury their efforts, and finally create the industry myth, personal webmaster success, Maybe with no money, no money, there will be a sense of crisis, there is a sense of crisis, will use all resources to live, even to steal, to rob, to cheat traffic. No money, no high-end technical team, gold Sales team, a complete service center, a person's energy forever limited circumstances, the successful individual station, always only that 1~2 main line products, and even a few pages can bring a hundred thousand of of IP traffic, because the dilemma, so focused, because of focus, so successful.

Back to the beginning of the sentence, "When money is not a problem, is the most problematic time, because you will lose the spirit of hard work and progressive ambition." ”

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