General process of online activity operation

There is no clear definition of operation and special work. Many companies basically recruit operators directly with multiple job descriptions, including activity planning and execution, traffic control page operation from media operation data analysis of new media, and others (handyman). This is especially true for small companies. In fact, Internet operation carries many pressure indicators of the company, such as GMV (total sales revenue) and traffic conversion indicators. Today, I will get rid of the messy work items and sort out the general process of online activities for everyone. Online activity operation is not limited to activities with sufficient online and offline resources or activity budget. The effect of o2o is also excellent. As long as you have confidence in the planned activities, you must try your best to get traffic and just do it. 1. According to the time node (traditional promotion period of holiday market), the activity schedule is given, and the theme and time point of the activity are preliminarily formulated (all the following arguments are based on your website, and the personnel of the marketing and design departments can give normal support, so I won't repeat them); According to the historical data of their own activities (if any), the strength of competitors and the overall market expectation, investigate and determine the intensity of the activities. Of course, the final determination of the activity strength still needs to communicate with the product personnel or boss of your company. Second, confirm the flow plan of the activity and the specific implementation docking plan, including the final strength, how to present it, the rules of product selection, the preheating and promotion of the activity, and make a web page prototype according to the activity ideas (Axureexcel can be used), as long as you feel it is easy to use, it can explain your presentation ideas. Discuss and confirm with department leaders and product personnel before entering the process execution stage. Thirdly, according to the previous activity data+historical year-on-year traffic conversion data combined with the promotion channel forecast, we can predict the expected effect of this activity: how much traffic and the converted sales amount, which will be the final action goal of this activity and the analysis basis for the resumption after the activity. At this time, you can start scheduling with marketing personnel and website operation and maintenance to determine the promotion channels and the presentation position of website pages. Fourth, submit the theme of the prototype copy and the final version of the design and front-end docking, and start designing the activity page. At this time, it is necessary to keep close communication with the design, and try to let the design or front-end designer understand the effect you want. Usually, if communication is not smooth at this stage, the design or front end will be changed repeatedly, and the workload and working time will be greatly wasted. All design effects should be revised and determined as much as possible before the design requirements are completed. Some companies may independently develop common templates for activities and directly find a design header to build their own pages. Even a front-end design is not needed. Fifth, according to the predetermined product selection rules, collect products and submit them to the design front end (there is no universal template), wait for the link to the final page, and adjust the final product layout order according to the factors such as presentation mode, aesthetic collocation and price sales. Of course, this link can be determined before submission. Sixth, submit the completed links and materials to the marketing department for preheating and formal promotion. Promotion channels include: SEM WeChat official account, Weibo, SNS Internet Alliance Hard Wide, short message EDM DM single-page offline promotion, apppush, etc. Of course, if you are a platform merchant such as Taobao, Tmall, JD.COM, etc., you can also participate in the purchase of marketing tools on platforms such as through train. After all, the traffic of these platforms is very good. Seven. When the activity is officially launched, it is necessary to monitor the page traffic data in real time, click the data conversion data, replace the high-traffic and low-conversion products, and adjust the low-traffic and high-conversion products to a conspicuous position to improve the click-through rate. The overall page is adjusted according to the sales situation. Replace products sold at 0 during monitoring. This stage lasts until the end of the activity. Eight, the data analysis of the end of the activity, by analyzing the traffic source of the overall page view, the click-through rate of uv page reaching the product details page, the conversion rate of uv into effective orders, the click and sales of the selected products, comparing with the previously set goals, different data points analyze different reasons, and find out the explosion point of this activity and the reasons for the high traffic and low turnover of single products. Do a good job of analysis report and make a good data reserve for later product optimization. The above eight items are not completely in numerical order, and some items can be carried out at the same time. The implementation, planning and operation of a single activity are not completely carried out according to this process. In many cases, every node that needs to cooperate in these links is often not as smooth as we expected. I believe everyone should understand that "things will not be as smooth as we expected, nor will they be as difficult as others told us." I made the chicken soup above according to your meaning. The above, not all activities can match the general, only for personal reference, the above steps are not applicable to all online activities, some companies may have formed a relatively complete activity process system, so some nodes may be different. Having said that, I feel that it is only because there are too many activity pits recently. The following is a brief list of precautions for every detail of the event: the general promotion efforts should highlight the price signal as much as possible, and how much money should be reduced from free coupons to spike gifts. Several times of hard work may be a bit anodyne. But then again, this is all about promoting sales. Warm-up activities can be carried out through various social games. , through which coupons and other preferential activities can be delivered. It is not limited to the usual conventional page display. More games will have more whimsy. This year's dedication, WeChat picture red envelope, only you can't think of it. The product layout is definitely to put the main products or explosive products at the top, and users can access them through the F-type browsing path on the traffic pc webpage. The layout of the first screen should accommodate explosive products as much as possible, and the mobile phone side is directly browsed in a straight line. The products in the first few screens are directly regarded as the most watched products, so it is very important to ensure that your explosive products are on the first screen. What is the basis for choosing products according to the intensity of activities? Including recent sales, favorable rate, price and other specified selection basis, of course, it is best to use a product with ultra-low customer unit price as a drainage gimmick, and combine the above factors with the products that product personnel need to promote for page layout. The page presentation mode is not determined by patting the head. Design has its own set of aesthetics and operation has its own set of aesthetics. Your immediate supervisor may also have another set of aesthetics. At this time, it is necessary to determine the requirements of page design. The most direct method is to evaluate the demand by referring to the excellent cases of competitors. It doesn't have to have its own characteristics (theoretical emptiness), which is consistent with the promotion theme, the floor is fast and direct, the user's operating cost is reduced, and the page is beautiful. Promotion, it is a very distressing thing that there is no place to put the special pages of activities planned by yourself, especially for large companies. All categories are competing for the first page of the home page, so it is very important to consider the number of pits exposed in the activity first when planning the activity. It is ineffective to rely solely on external drainage or one acre and three points of one's own category. Of course, you can ignore this by controlling the operation and maintenance authority of the pit. The above (operation flow of commodity activities) is my humble opinion on the operation of activities. I hope it helps you. You can't always judge by your age, nor can competing products. 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