What should operations do every day?

First of all, before thinking about this problem,

We might as well change our identity first.

If you are not an operator,

this This store is your own, what do you do every day?

If you open a store to sell things by yourself

The first thing we should think about is whether there is a problem with the goods?

You are a seller, and you go to the market every day to get goods. Therefore, as the boss, should you know which products of yours are in stock, which products are about to be out of stock, and which ones are in need? replenishment, but which ones are not selling well and do not need to be replenished?

So

Morning:

1. Determine whether the data is up to standard

The first thing when operating every morning is to look at the data. According to the previous plan, the monthly sales volume or sales volume will be implemented on a daily basis. At this time, a simple judgment must be made: Is the sales meeting the target or not? After the judgment, there will be an overall thinking analysis: If the standards are met, what are the things that have been done well? If it doesn't meet the standard, what's the difference? Comprehensively analyze various situations to find out the reasons behind them.

2. Store Analysis

For store analysis, currently we mainly rely on business consultants, and then conduct a comprehensive analysis based on daily promotion records and customer service records. Taking the daily records of the customer service supervisor as an example, what needs to be analyzed?

First of all, total sales is one of the measurement criteria, and then we focus on several major single products. Generally speaking, there are three cores: traffic, conversion rate, and customer unit price. The unit price hardly changes, and the conversion rate is relatively balanced within a certain period of time. So what is the most important thing? Analyze the number of visitors, where are the sources of visitor traffic? If the standard is met, which area of ??traffic has increased? What is the investment cost? The failure to meet the standard is due to which traffic volume has decreased? Why the decrease? All these must be understood.

3. Pay attention to peers

“Pay attention to peers” is too broad a term. What does it mean to pay attention to peers? Let’s break it down a bit.

First of all, how many peers are you paying attention to?

I don’t recommend following too much, otherwise you will be confused.

Xiaoyu recommends following 3-5 peers, and try to be peers with similar styles.

My personal allocation is as follows:

Focus on two stores that sell better than us, such as big stores that rank high in the industry; then focus on two stores that sell about the same as us. .

What I suggest is to add the links to their 4 store homepages directly to this location:

This way you can enter the same store at any time.

So what data should we pay attention to?

Before answering this question, let me first talk about a mistake that many operation masters make.

The timing is not well controlled!

If you wear the same piece of clothing early, the measured data may be very poor!

A model may have a click-through rate of 4, but the time point is wrong. The measured click-through rate is only 2, and the collection and purchase are also very poor.

And, more importantly, the new product period is also wasted!

If you are a novice operator and don’t know how to control time points,

I will teach you a very simple method:

You click first Go to the 4 peers you just followed and see if they have recently launched spring clothes.

If your colleagues have already put on a batch of spring clothes, but they haven’t done much, you can wait and see how it goes;

If they have already put on a batch of spring clothes, and Spring clothes are selling pretty well, so you can almost buy spring clothes at this time.

4. Paid promotion analysis

I analyzed my own store and rival stores as a whole, and then started to detail the rationality of my paid traffic. For example, through express, you can select a hot-selling item and analyze its click-through rate, average click cost, display ranking, conversion rate, turnover, input-output ratio, etc.

If the click-through rate is low, how should I change the image? Analyze the deletion and retention of words, how to add new words, which words to increase the price, which words to reduce the price, which words to delete, which words to observe, etc. Operations must be well-informed and well-informed.

5. Activities

Activities have always been a means of attracting large traffic, and they are also a powerful tool for attracting new customers. We must create conditions as much as possible to participate as much as possible. We usually check it out in the morning How is the progress of previously registered activities? If there are no activities to participate in, you can also plan activities independently. For example, new sellers on clothing can offer a discounted price three days before each new launch, and then return to the original price. At this time, you can use Wangwang, QQ , email, WeChat, mobile phone, etc. to disseminate event information.

6. Same style, bad reviews

I suggest that operators open the top 5 traffic models every day and check the links

First of all, the first thing to check One place is the same style

Copy the full title and search it on the homepage of Taobao

Click on the same style

Then you will see various prices for these peers They will definitely share your flow.

The orders they sell are the orders you lose

So, check every day to see if the main promotion has the same one. If someone If the picture is stolen, just complain directly.

The second place to check is the moderate and negative reviews of the main products.

Click and check every day to see if there are any negative reviews for the main products. If there are negative reviews, you can If you want to find a solution, the sooner the better, how to solve it? I won’t go into details.

In short, the sooner the problem is solved, the better.

Q: Only the main products need to check the connection? What about other models?

Don’t worry about other models. You don’t have that much time. Just focus on the main recommended models. You don’t need to worry about other models even if they have negative reviews.

Q: What will happen if you don’t care about the links of the same style and the bad reviews?

These two places will directly affect your conversion rate. What do you think will happen?

Check the store page

I usually don’t use the naked eye to see if there is any page on the page. Question

We usually use data to see if there are any problems with the page

What data do page problems mainly focus on?

There are three main points

1. Focus on the unit price of hospitality and the unit price of all customers in the store

2. Bounce rate

3. Visit depth

Among them, points 2 and 3 have a greater relationship with your traffic source. Failure to fully respond is a page problem. If you have many regular visitors, then your bounce rate and visit depth are two data It will be very good.

Let’s just look at the page. How do these three data count as healthy?

1. The unit price of the whole store should be at least 1.3 times the unit price of the main customer. Of course, the higher, the better. If this data is not reached, it means that your page needs to be adjusted.

The unit price of our main hospitality product is 238 yuan. From the picture above, we can see that the unit price of the whole store is close to 1.5 times of the unit price of the main hospitality product. In this way, the sales of the whole store will be relatively high, and the flagship model drives the sales of the whole store.

2. Let’s talk about the bounce rate and access depth together

Bounce rate: Generally speaking, the bounce rate should be below 70. If your bounce rate is higher than this number, It's a bit difficult to do.

Access depth: at least 2.5.

If the above two data cannot be achieved, the first thing you have to do is not to increase promotion, but to adjust the page.

See clearly, the two data I gave are only passing data! I believe that most stores can achieve this, but only some small sellers think that what they lack most is traffic, but they don’t know that they will lose money no matter how they promote it.

These three data are generally observed every other week, that is, the page is adjusted once a week.

Try to achieve the following data:

Bounce loss The rate is less than 60

The access depth is greater than 3.5

If the data can do this, there is basically no need to adjust it again.

These two data themselves are related to your traffic source. Generally, a store with many regular visitors will have a bounce rate below 50 and a visit depth above 4.0.

Afternoon:

1. Planning and decomposition

In the morning, I sorted out all the situations. In the afternoon, I started planning for the problem, and then decomposed it: which piece Which department is needed to handle coordination.

Some people may ask here, I am doing everything by myself and I have no helpers, how can I break it down? Don't worry, functions can still be broken down. You are just one person doing multiple positions. For example, some operations do promotion, and others do customer service. If operations and promotion overlap, then you should first find the cause as an operator, and then solve the problem as a promotion.

2. Communication

If it is a weekly meeting, hold it together. You can usually communicate one-on-one alone, state the general problem, and let the promotion, art, and customer service express their opinions and solutions respectively.

3. Promotion (traffic operation)

Promotion is responsible for traffic, and operations in this area require him to put forward his own opinions and solutions. If it is a product with data that meets the standard, what are the advantages? Can it be copied to other treasures and how to do it? If it's not up to standard, what's the difference? Which traffic link is causing the problem? How do you need to supplement traffic for promotion, and what is the budget required? All these must be clarified.

Remember to guide the promotion to think and solve problems by themselves. Operations are responsible for the overall situation, and should not be completely trapped in one place, resulting in no time to get out, and a small gain will be lost.

4. Artwork (Conversion Operation)

There are two things that need to be paid attention to in terms of art: for new products, the time cycle must be determined, when will it be completed, and how will it be completed? For old products, how to improve product conversion rate? How to adjust the page? Here are two points of experience: externally, ask the artist to pay attention to 10 stores every day, and analyze each other’s changes, what are the good points, and what can be learned and improved; internally, if conditions permit, after the sales reach a certain amount, each store can The product allocates 1 yuan of profit to the artist, giving her the motivation to continue to increase conversions.

5. Customers (conversion operations, member operations)

Customer service has two roles, the first is conversion. Regarding conversion requirements, the first step can be to use the conversion rate as a reference to put forward a requirement for customer service that is higher than the industry average. Then we need to find an average level for the store’s customer service. Those who are above the average share their own experiences. Those who are below the average need to think about how to improve and improve, thereby increasing the interaction and subjective initiative between customers and letting them make their own suggestions. Some suggestions and ideas for improvements.

Another role of customer service is affiliate marketing. Nowadays, the competition is becoming more and more fierce, and the traffic cost is getting more and more expensive. The traffic cost of new customers is 6 times that of old customers. Therefore, customer service needs one more function and indicator: how to retain customers and do a good job in membership operations? The best position on Taobao is Weitao. Of course, you can also use other social tools such as Weibo.

6. Content Operation

Find suitable content, edit it into pictures and texts, and insist on synchronizing about 3 articles a day to different platforms with social attributes such as Weitao and Weibo to continue to enhance Stickiness between buyers and sellers.

About "A Day in Operation" basically ends here! Now, you should have a rough idea of ??what exactly needs to be done according to the time process, as well as what core points need to be grasped in each operation section, etc.

Of course, this is not an absolute formula. You can make partial adjustments and optimizations according to your actual situation to make the specific working methods match your store more efficiently! Taobao is changing very fast now, because the Internet is constantly changing. In order to prevent everyone from learning wrong and outdated knowledge, I joined forces with the talented people on Taobao to form a group of friends who want to learn how to operate Taobao. You can come here to learn. The first digits of this group are: five, two, four, the middle digits are: 244, and the last few digits are: one, four, two. You can find it by combining them in order. I want to say The thing is, unless you want to learn this knowledge and get operational opportunities for yourself, if you are just joining in the fun, don’t come here