Activity design of e-commerce operation

This paper will talk to you about the design of e-commerce operation from the perspective of "newcomers", what is the difference between the activity design of e-commerce operation and other designs, and what should be paid more attention to. Every year, everyone has experienced "6 18", "111"and "12" and other e-commerce shopping carnival days. How are these carnival activities different from other designs? This paper will elaborate them with the author's experience. Welcome friends with different understandings to communicate in the article message area. PS: The author used to be in charge of 20+ designers of tools, operations, O2O and other online products (non-e-commerce industry) and transferred to e-commerce industry. Let's talk about the operation design in e-commerce from the perspective of another "newcomer". The structure of this paper is as follows: what is e-commerce operation; Difference from other designs; What does e-commerce operation pay more attention to? It will take about five minutes. What is e-commerce operation? Think about it. What is activity design? To understand this, we must first figure out what e-commerce operation is. Quote the definition of E-commerce Operation published by Shanghai University of Finance and Economics Press on 20 13-E-commerce Operation (ECO) was originally defined as the construction of e-commerce platforms (corporate websites, forums, blogs, Weibo, shops, online outlets, etc.). ), optimization and promotion of various search products, maintenance, reconstruction and expansion of e-commerce platform, research and development and profitability of online products. In other words, the author simply says: "In the process of buying things online (through the network), use some means, ways or methods to get more value for the goods", which is the so-called "e-commerce operation". The mode of offline activity operation is basically similar to the promotion mode and scene of online activity operation. The picture below shows the "promotion activity" of canned fruit in a supermarket (the image source is only a reminder). Does it feel similar to the online "buy 3 minus 1" promotion? Online promotion is the real promotion scene under the source line. However, there are many kinds of online operations, not only commodity operations, brand operations, content operations, but also user operations and platform operations, so this talk is mainly about activity operations in e-commerce operations; What are the design differences between e-commerce festivals such as "11.1","6 18" and "12" and other products? The designer pays great attention to the angle when designing. The process of design procedures and methods different from other designs includes: design objectives, design analysis, design scheme, online design and design verification. If the author talks about this process, it may be a bit rigid; Therefore, the author will talk about "Kan Kan" according to his own experience, so please be careful. 1. The overall iteration rhythm is different from the operation design of non-e-commerce industry. For example, the community products I made (at present, the monthly activity (MAU) of this community is about1.200 million). In 20 15 years, the MAU of this community was only about 4,000 W, and three years later, it was 20 16, 20 17 and 20/kloc. The data growth of this community product is gradually polished through functional design, architecture design, operation design and other designs, because a function or operation model can continue to serve users for several months, even the main core. The following figure shows 20 19 iterative planning. The cycle of each e-commerce activity is 15 days long and 3-5 days short. Therefore, the rhythm and method of product iteration cycle designed in e-commerce activities are very different, such as the Double Eleven activities. Every e-commerce rhythm has: warm-up period, climax period, regression period and other time periods, and each time period has different positioning and understanding. For example, during the warm-up period of activities in JD.COM, there are supplementary activities such as "Household Appliances Day", "God Voucher Day" and "Big Brand Day" in the sub-venue. Some people may ask, the next "11.11"or large-scale e-commerce activities can be iterated, and the theory can be iterated, but the content of each activity or e-commerce marketing resources are relatively different, so it is difficult to rule out the complexity of other factors (about the special time of communication after design iteration), so the rhythm is still very different from that of non-e-commerce operation design. 2. Traditional design with different design directions often focuses on the user's own experience, as well as the usability and ease of use of the product. For example, the design of weather App for tool products needs to consider the dimension of user experience, such as what most users view the weather, what is the priority of the content to users, and how to present it better. The operation design in e-commerce activities not only pays attention to these experience dimensions, but also pays attention to GMV, conversion rate (data) and so on. For example, what kind of page bears what value, and whether the page can bear such a large traffic diversion. For example, the value of the main venue is to divert traffic for each sub-venue, so we should consider what kind of diversion method can maximize the final transaction of the whole market (real money and silver). In other words, the operation activities of e-commerce are more concerned about 3. Different goals highlight value. The design value of non-e-commerce operation highlights intangible values, such as daily activity, monthly activity, retention, next-day retention, weekly retention, monthly retention, UGC volume, PGC volume, innovation rate, ratio of new and old users, channel source and payment rate. These are medium and long-term goals, and then these data will be improved, and finally the so-called commercialization or sustainable profitability of business models. The value of activity design in e-commerce operation is to highlight the dominant commercial value-the eternal big goal is GMV, and everything revolves around this Millennium goal. For example, during the 20 18 Double Eleven this year, the order amount of Tmall is 21350 million yuan, so the goal of Tmall's 20 19 Double Eleven should not be lower than this (to be seen), and the goal is higher, then all roles (operation, product, design, investment promotion, etc.). ) we should strive for our respective fields around these goals, and the role of design should focus on this business goal. What do you pay more attention to in the design of e-commerce operation activities? User browsing path, operation rhythm design, theme copy, operation scenario planning and so on run through large dimensions, and there are many subdivision factors in these large dimensions. From the user's browsing path, every big dimension has many subdivision factors worthy of attention. Each factor link can be analyzed in depth and then communicated with you. This time it is simple. 1. Theme Copywriting Theme Copywriting operation, the soul of an activity is the theme copy, which has a main title and a subtitle. For example, the main title of JD. COM's double eleven is "Good things for fun, go to JD.COM. COM "runs through the whole activity, with subtitles such as" xxx coupon day "and" 10,000 stores full reduction ". With the change of daily theme, the primary and secondary expressions are orderly. 2. Operation rhythm There are three factors in operation rhythm: time rhythm, content rhythm and preferential intensity rhythm; Combination is to tell users what kind of products to promote at what time and design around these three rhythm factors. 3. Scene planning Scene planning is a way similar to scene packaging. For example, the common Double Twelve scenes may be combined with Christmas or Shuang Dan to form some buying scenes. The other is to construct a list of some scenes, such as the New Year Festival list, the wine festival list, the discount list, the good things list and so on. These are all purchase scenarios built by combining a large number of users' own data and the content resources of the platform; 4. Browsing Path In e-commerce operation activities, "user browsing path" is the most concerned issue for designers, because it directly affects the depth of the whole page level and the content of the page. However, there is a "browsing dynamic line" in the event design, and there is a main event page ($ term- main venue) in the Double Eleven e-commerce event. On this page (main venue), there is no depth path for users to browse (path refers to hierarchical depth), so it is called "user browsing dynamic line", which directly affects the layout and operation rhythm of the main venue page. Then browse how the dynamic line design is designed, how the copy, rhythm and scene are integrated into the dynamic line and so on. And then continue to write around the four cross dimensions of e-commerce operation design. Finally, thank you again for reading this article, and welcome friends who are interested in e-commerce to communicate together. Author: Binbin, official account of WeChat: unknown element design.