How to improve the conversion rate of WeChat official account articles?

It is very important to be clear about the core objectives in everything. Unclear objectives do lead to unclear behavior.

Is it necessary to increase the conversion rate or ARUP value?

Is it necessary to increase the repurchase rate or increase the repurchase frequency?

Is it to increase profits or sales?

Don't tell me everyone has to upgrade. In different product life cycles, there will be different operational priorities.

Some operators, in order to improve the conversion rate, feel very hard, but there is always no result, because the goal is unclear. The only criterion to test whether the behavior is effective is to see whether the core objectives are improved.

2. Draw the core process

This step is the most critical step in the whole five steps, and it is also a step that many people ignore. Many people take it for granted that we operate products every day. Can I still be unclear about the process? In fact, although we are familiar with it, if we don't draw it ourselves, there will always be a less clear perspective. Just as we know what the map of the world looks like, when you set the route, you will see it clearly against the map.

When you see this, you can take out a piece of paper and draw the core process of the products you operate. This step is very important.

In addition, you can draw more core processes of other products, and you will have a good feeling about user processes.

With the core process, we can clearly see that the trend of users is equivalent to the funnel model of users has been established.

3. List the influencing factors

In this step, list all the factors that you can think of that may affect the user changes in the process, write them down and put them under the process.

Exhausting all the factors you may think of, you may miss something, but it doesn't matter. Try these two suggestions:

A. Simulate the whole process of users by yourself, and write down all ideas from the generation of ideas to the end of the final process.

B try to simulate the process of experiencing competing products again, and you will also have ideas to write down.

4. Add influence weights

In the last step, you may have written a series of very many factors, which have different effects on the results. At this time, you need to show their differences in a digital way.

Some people may be confused. This effect is not a definite formula, nor is it a linear change. How to use data to influence weights?

For another example, financiers need to know whether oil prices will fall, and they have found a group of strategists to predict. Twenty experts each wrote a report, some sang high, some sang low, some experts had reservations, and everyone had different perspectives. After listening to it, they still don't know whether it will go up or down.

At this time, the best way is for experts to collectively discuss the 20 factors that are most likely to affect oil prices, such as "whether the New Middle East War will happen" and "the Federal Reserve's easing policy on commodities". These factors are divided into four levels: super big impact, big impact, big impact and small impact, and the four levels are given four weights: 4, 3, 2 and 1. The probability of each factor is also the same.

Awesome, this step reflects the data thinking very well. In the last article, I shared that data thinking habits are very valuable for operations, and you can look back if you are interested.

For our conversion rate optimization, we can also add weights to these factors, even if these weights are subjective, because after digitization, it will be more reliable than all sensory analysis.

5. Optimize these factors one by one

After adding the influence weight in the previous step, you can see the most influential factors by sorting the influence degree, and then you can optimize them one by one according to these influencing factors.

In addition, in some product processes, the product-side process is relatively simple, while the user's mental process is relatively complex. At this time, when writing the process, you can join the user's mental process. If you can't understand the user's psychological process for a while, you can also refer to AIDA model.