Web operators worth looking at business Web site Operations 7 Big Keywords

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

1. Core functions and auxiliary functions

Planning a website project, will have a clear positioning of the site, the site is targeted to which user groups, which are the core features to serve these users, and then provide users with good services need some of the accessibility. For example QQ's core function is "chats", along with the commercialization scale point's formation, unceasingly adds the new auxiliary function, QQ News, QQ video and so on.

The concept of core functions and accessibility is easy to understand, but how can the core functions and accessibility functions be moderately reflected in the Web site? How to not let the auxiliary function rob the core function of the line of sight? is a very worthwhile thing to study. Typically, web site projects should be guided by the following principles during their development operations:

First, the initial period of the website, must be simple, only grasp the core functions, as far as possible do not do auxiliary functions. This is a very important principle, but a lot of web site projects on the line to get a big deal,

One out is "China's largest", the name does not match, the user is very disgusted, at the same time, too much auxiliary function will dilute the core function, so that the core function can not be promoted quickly. In addition, in terms of cost, too much accessibility is bound to increase the cost of development and affect the speed of development and use.

Second, the website development, the auxiliary function should gradually increase, no matter how many auxiliary functions, but the core function must be very prominent, to be very prominent to the first sight of visitors can see the site's core function is what. From the point of view of promotion, the core function of the clear can make visitors impressive, the formation of memory points, conducive to word-of-mouth transmission.

2. What is User experience?

A user experience is the experience of a user visiting a Web site or using a product. The user experience consists of three parts, including impressions and sensations (satisfaction), endurance and questioning (endurance), expectation and profitability (feedback).

Impressions and sensations (satisfaction): The user's impression of the macro/detail of the site or product, and the overall sense of access and use of the process. Satisfaction is a user's overall feeling, it is affected by the user's own cognition, habit, there are some uncertain factors. Endure and question (endure): The acceptability of the user to the discovery problem and the questioning of the problems and bugs on the product and process. There is no problem with the site does not exist, the existence of problems (including bugs) and user tolerance of the degree of association between the user experience has a direct link. Expectations and benefits (feedback): the degree to which a user's expectations and actual benefits are generated when accessing a Web site or using a product. When a user accesses a Web site in depth, he will subconsciously form the desired value of the visit. If the gain is higher than expected, it will result in a better user experience, whereas there may be a "deceived" feeling.

From the standpoint of website operation, for a certain website and product, its user experience should be the user experience of a particular user or a typical user. Like a business website, it does not create a good user experience for a user who is seeking leisure on the Internet. Derivative, if this business website blindly promotion, even if brought more entertainment user traffic and user experience, it just increased the server's access burden, no more value and significance.

For selected target audiences, their user experience is important. Although the user experience is a kind of subjective psychological feeling which contains uncertain factors, it is an important symbol to measure whether a website is popular or not.

3. Eight elements of good user experience

Fast: The site should be able to open very quickly. The compression is compressed, and the cache is cached. 1 seconds to open the second opening of the site experience is very good, search engines also like.? beauty is stronger: The beauty of the site is like watching beautiful women, watching always eye-pleasing, dislike immediately go. But if for the sake of beauty and abandon the speed, that is very much outweigh the need, to ensure the speed of the premise of both aesthetic, less with pictures to do the bottom. Domain name easy to remember: the shorter, the easier to remember, the more character, the better. Content: The more information you are interested in, the better, the less irrelevant things the better; But birds of a feather flock together, locked in the target audience, there is always a law to follow.? Registration fast: Can not register/login, do not register/login, can be less fill registration information, less fill a point, can not enter the verification code, do not enter. Users are always busy and lazy, so they should meet their "lazy" needs as much as possible. User Center: The user's most concerned about the information, the most commonly used functions of the first time presented; the function that wants the user to use, introduces to the user using in the simplest way, the best user all need not go to see help, can play of turn, nimble freely.

Release information: The best system can predict what users want to publish, so that they will not fill out a lot of information, (memory of the user's previous operations record, provide the information to publish the category of retrieval; interactive communication: Users always like to express their own ideas, when the site is sure even praised the user's views, The user is flattered in the heart, will certainly add the website favorites, even set the homepage.

There is no doubt that the site should provide as many users as possible with ideas, contributions to the wisdom of places and opportunities, including uploading information, publishing information, comments, forum posts, participate in user surveys and so on.

The user experience is sometimes elusive, irregular, but there are always clues. Only through constant adjustment, experimentation and innovation can the best combination of website development and user experience.

The user experience is an issue that operators focus on, and that developers must focus on. In particular, some new technology applications such as AJAX, can effectively enhance the user experience. For developers, in the Web site development process to fully consider the user experience of each link, can be more effective, and increase the web site development of humanity and sense of achievement.

3, the concept of seed user user is actually very good for our website operators, but this concept is not good next definition. Chen Guangfeng's understanding of the seed users is in the initial stage of the site, the development of the site plays a very important role in promoting, and can affect a group of people to become the site's users, such early users, we can call the site's seed users. Later, perhaps this batch of seed users become the site's star users.

The seed user has the influence, has the experience, has the time, has the affinity, can quickly establish the extremely strong network, is now the popular grass-roots star, although and this is different, but broadly similar.

The seed user of the PC Egg website is a few colleagues of the company, these nimble, energetic, well-connected guys constantly create hot spots, create an atmosphere, infect other web users, or "Try", and most new browsers become users of the site under our good architecture and system, less than three months , over 1 million members of the entire PC egg website.

Taobao early on the line, the site operators to the initial users of considerable concern, with each visitor dialogue, ask their feelings, opinions, concerns, and constantly summarized, continuous improvement.

Taobao general manager of Sun Tong Yu in the memory of the situation also clearly described the site was just online, there is a very enthusiastic member called the Dream Dragon, mutual communication is very deep, dream Dragon and some members of Beijing spontaneously organized the Beijing Alliance, he is the leader, we often exchange, to share the online business, the experience of trading, At first, we all have great doubts about the integrity of network security, at that time, Sun Tong and his team continue to communicate with the group of people, told the Dream Dragon and all the Taobao people said that Taobao's confidence has been there, although there will be some difficulties, but the achievement of the largest personal goods trading market this confidence has never wavered, Difficulties must be overcome, the dawn must be ahead. Confidence in the continuous transmission, the site also developed rapidly.

The concept of seed users is the most targeted to the community, the early days of community building, if there are several excellent seed users, this community will generally hate the steady growth. To point stone interaction for example, point stone interaction is in July 2006 on the line, the initiator mainly on Robin, Peng, Stone and Zac Four people, these several in the SEO has a wealth of actual combat experience, coupled with continuous soft stone, the site quickly interactive.

Seed users are usually found in the site's users, in the early days, many and these visitors to communicate, screening and delineation of some users to cultivate their dependence on the site, appropriate time to establish a benchmark, affect more people.

4. What is the scale of the site?

A website developed to a certain scale, site traffic or site users from quantitative change caused by the qualitative change when we call it "scale point." Usually large and medium-sized commercial websites will have three traffic scale points: individual transmission scale point, Group communication scale point, media dissemination scale point and a commercial scale point.

Individual transmission scale point: Usually a new online site, in the initial site access to tens of thousands of users at the time, which will be a part of the site to form a fixed access habits or recommend others to visit, at this time we call "the individual spread scale point." Group Communication scale Point: A website project in the introduction of a period of time, Often some promotional measures and early "human transmission" to increase the number of visits to level 100,000, there will be a considerable number of people to the word of mouth and the formation of Access habits, Web site traffic will be tumbling growth, in the netizen has a certain influence, at this time we call it "mass Communication scale point." Media dissemination Scale point: A website project after the benign development, through "the group spreads", forms the formidable influence in the Netizen, and in the similar website ranks the forefront, the visit quantity achieves millions, the website development or every movement receives the media attention or the report, at this time we call "the media spreads the scale point". Commercial scale point: a site after reaching a certain scale, through the site of users or browsing groups can produce a clear profit model, at this time we call it "commercial scale point." Different types of web sites of different commercial scale, such as local portals usually have a level 100,000 audience can be commercialized, its influence is easy to get the favor of local merchants; Search engine class website needs to reach the Tens audience its commercial products can get market recognition, this obvious example is Sogou and Baidu, Why Sogou's bidding rankings are difficult to sell and Baidu's bid rankings to obtain market recognition is the reason for this, Sogou commercial scale point has not yet arrived.

5. Data Co-ordination

We do site operations, how to evaluate our work performance, how to assess the value of the site, how to assess the potential of the site, how to assess the revenue of the site, how to decorate the different stages of the work? This requires us to focus on our data every day, and to analyze and co-ordinate the data comprehensively. Usually mainly from the Internet relations, site traffic, Web site interaction, Web site revenue four aspects to carry out data co-ordination.

Internet relations: Say "Internet relations", you may be a little strange, that Chen Guangfeng here with you analogy, "interpersonal relationship", the word familiar with it, in fact, the network world and the real world is the same concept, in the reality, is the person to deal with people, people have different personalities, different categories, have elongated diplomacy, there is implicit in the introverted, Some people are very false, some have real, so also have a different character image. In the Internet, is the site to deal with the site, they have some internal links unobstructed, some external links more, some poor interaction, some interactive, and some good reputation, so formed a different brand image.

The parameters for evaluating the Internet relationships are: Number of site pages, content update quantity, core content update quantity, Level Two column number, search engine included page number, external link quantity, quantity and quality of cooperation website, quantity and quality of cooperation media, media report quantity, Google PR value, Alexa rank and change curve, Key keywords natural rankings.

Website traffic: This is very familiar, but also see the most data, and now a lot of traffic statistics system for our site to provide dynamic information on the site traffic. Analyzing web traffic logs allows me to familiarize myself with the way visitors browse the site and find clues to their behavior. Through the analysis of user behavior information, you can adjust the website, better for customer service, improve profitability.

Usually the parameters of Web site traffic are search engine source, search keywords, routing, visitor system, visitor browser, visitor language, visitor time zone, visitor IP header, visitor area, visitor visits, browsing depth, entry, page view details, number of individual visitors per day, number of individual visitors each hour, Total number of visits, number of first-time visitors, number of repeat visitors, daily repeat visitors, average page views per visitor, average number of visits per visitor, average length of access, average number of page visits per hour, average number of individual visitors per hour in that day, average visits per hour, Zhou analysis, etc.

Website interactivity: For community-class websites or affiliate websites, interactivity is a website soul, is also a website success of one of the signs, as a website operator, one of the most important work is to strengthen the interaction between the site and users, improve user and user communication and communication, motivate users to participate and contribute, in short, Must let the user to your website to have the dependence, bluntly said lets the user feel here "the fun", only then can enhance the website the active user number and the viscosity.

The interactive parameters of the website are: online number, number of members, registered members (proportion of members), member growth rate, effective membership number, the number of daily release information, online feedback (message) number, number of calls to inquire.

Website Revenue: The website has the income, this website has the existence the value, the portal website has the advertisement income, the shopping website has the sales income, the industry website has the member income, as the website operation Director's you, the website source of income is what, you have to be very clear, otherwise, lets you supervise what? Few investors will do anything to spend money.

Web site revenue parameters are: Total daily income, weekly income, total monthly income, income growth rate, deal singular, the singular intention, customer conversion rate, ROI and so on.

6. Flow Conversion

Traffic is the most important index to measure a website's comprehensive ability, and the traffic conversion rate is the core index to measure the value of a website. Especially do E-commerce site, improve the rate of conversion is the hard truth.

Sina, Sohu will be huge traffic into huge advertising revenue, some also have large flow of web sites (such as blog sites, classification information station), and did not be able to convert traffic into advertising revenue. The search engine site, the other site's hyperlinks to their own name, using key words as the main line, through the way of bidding rankings, to achieve the flow to the advertising revenue conversion.

The value of the flow

The value of traffic, simply said that the site's IP to bring how much renminbi. Traffic value = User's browse amount x other behavior value that is caused by browsing.

Users of Baidu and Alibaba have basically set their goals before visiting their websites, have a specific behavioral value, and the information site users generally do not have specific access purposes, forum and blog site users are simply no purpose to see, but the Professional forum users at least a preset behavior direction, so also a little higher.

Both Baidu and Alibaba use offline channels to sell online traffic, the network traffic with specific requirements into the order of enterprise users, this is a personal site or other information-related sites do not have the flow value of the integration with the real business model, so Baidu and Alibaba flow value is never those with the flow of exchange ( Pure online advertising) for the main business model of the site can match.

Flow value model

The traffic value of the information website = PVX Look at the information (such as news website, local hotline)? Search engine class Traffic value = Search volume brought by click on the x click of the bidding (Baidu, Sogou, etc.)? The flow value of the member System = Membership Number x Dues (Alibaba, industry website)

Flow value coefficient

Traffic is valuable, such as Baidu's daily visit amount of about 38 million IP, its daily income of about 5 million. Thus, the daily value of its unit IP is 0.13 yuan. This number 0.13 is what we call the flow value factor. Sina's flow value coefficient is about 0.2, Alibaba website's flow value coefficient is higher, about 0.6, while the average personal website traffic value coefficient is about 0.01.

The profit of the information type website depends on the advertisement click-through and the media platform value; The value of Baidu's flow is increased by clicking on the bidding and searching the quantity; Alibaba's way of boosting the flow value is to enlarge its membership scale.

Ease of increasing flow value: Alibaba easiest, as long as members to promote, that is, offline channel construction, when the user volume is large enough, their own rules of the game, membership fee pricing and platform size and service capacity hook; Baidu is also easy, simply improve the flow, click the price of the bid will continue to improve, Click-through is not easy to grasp, in addition, the enthusiasm for bidding from the user's loyalty, also need to improve customer service level, but these jobs are Baidu can grasp, outsiders hard to break; the portal of information content is the most difficult to enhance the flow value, enhance the advertising click rate itself is the golden goose, now the user has been basically played very fine , the platform value of the media today seems to be ridiculous, dare to say such words, and only Sina Sohu Tencent, such as several large portals, other sites to take a little bit of brand advertising can only be squeezed out of their teeth.

Once you know these basic concepts, you will understand the importance of traffic conversion. In the same IP traffic, the higher your conversion rate, the greater the flow value coefficient, the more valuable the site. In particular, e-commerce sites, conversion rates can vary greatly, and constantly improve the user experience, a good shopping flow system, is the key to do the flow conversion.

7. Market Sales

When the website has the flow, has the steady development, we need is the website income, a website revenue's how much depends on our market sale ability greatly. The days of relying on the customer to find the door to pay money is long gone, moreover, the development of the Internet today, you are also difficult to do a good project without competition, there is competition means that customers have more choices, even if you are in a period of time is "unique", you also need to recommend to customers.

Here, Chen Guangfeng to tell you that no matter what you are running the project, must have a "marketing" this awareness, only with this awareness, you will be able to spend energy to do this work, only seriously to invest, you will have a good return.

Marketing for E-commerce sites, industry sites, talent sites, members of the Web site is particularly important, market sales ability to almost determine the trend of the site and market share!

Here are a few examples that will give you a clearer idea of the importance of selling.

Telemarketing and "Sweeping the town" swept out of Alibaba

Alibaba, the representative of E-commerce platform, you see his annual revenue of billions of, how come out? The two core products: "good faith", is the telephone marketing, hundreds of telephone marketing commissioner holding the Yellow pages of one page dozen, over and over, hit the enterprise "integrity" so far: "Chinese suppliers", is the thousands of sales staff Sweeping the town, "swept out of the country's most important township enterprises, almost by Alibaba's customer managers sweeping over."

I used to have a lot of colleagues have gone to Alibaba, most of them are "Chinese suppliers", one in, brainwashing one months, and then began to go before money, a few people a district, began to rent a small van, open to town, one by one of the company's visit, and then on the intention to focus on customer breakthrough, and then set the benchmark, Word-of-mouth legend, Introduce each other, after a period of time, to buy a car, expand the war zone.

The Drobo talent network that declares "not to accept any venture capital"

Drobo Talent Network, the representative of the talent site, this biased in Dongguan's recruitment website Annual sales of tens of millions of yuan. caused great repercussions in the industry. Mr. Shangxiang, the brand, said in an article, "... has been the extreme, paranoid sales first standing in the Chinese network recruitment industry, this site does not have a marketing department, the annual marketing fee is always 0 (but this site's traffic has been in the network recruitment industry around 10), also do not need any network technology, there is no new product development. Boss Lin Siming idea is as long as the recruitment of recruiting enterprises to pull up, job seekers will naturally come up, the site traffic naturally increased. So this website will 90% of the company's resources into sales, other promotion, technology and other basic neglect. So his 2007-year sales are expected to be 35 million, every year there are tens of millions of profits, bought 6000 square meters of office space, recruited 500 workers at the level of salespeople, all the time to the phone, is said to be in the capital accumulation is now ready to cover "Zhuo Bo Mansion" ... "Perhaps the reality is not as extreme as he described, But to be sure, the importance of selling is a metaphor.

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