Hello everyone, I am a product manager for 8 years, and I have worked in Baidu for 3 years. I am currently a product manager with a Fortune 500 listing formula
Recently, I focus my work on the user growth module. As the head of the product business, I focus not only on the functional planning and implementation of the product, but more on the product data, user growth and retention strategy formulation, and how to balance the relationship between user needs and business models
09:00~09:30 Breakfast time, I will use this time to read industry news and cultivate my industry sensitivity. Today, I looked at 2 GZ numbers: Mobile payment network, smart city industry trends
09:30～11:30 I found a data analyst to pull up the recent product data to analyze the conversion rate and retention rate of each funnel, and simply released a data analysis report
11:30～14:00 Lunch break
14:00～15:00 There is a project being implemented, and the delivery department held a meeting to discuss the implementation of the deployment plan. Before the contract was signed, the customer asked to deploy first. It is difficult to do it.
15:00～17:00 I went to the operation department to go through a strategy meeting, combined with the data analysis report written in the morning, formulate the next growth strategy, and made a good demand schedule
17:00～18:00 To deal with high priority needs in the demand pool, it feels the easiest to draw prototypes. You don’t need to communicate with people
so today’s knowledge point is - how to do user growth strategies?
combined with an e-commerce project I have done to give an example
1️⃣ Set growth target
0 Growth target is different in each stage of the product. Taking e-commerce as an example, in the growth period, it may be to increase the order rate of new users, and in the mature period, it may be to increase the order rate of GMV
Assuming the growth target is - to increase the order rate of new users
2️⃣Migrate growth clues
pass Through qualitative analysis or quantitative analysis, we proposed which growth strategy we should use
. For example, when I was working on payment products before, the analysis found that the exit rate of users in the previous step of payment was very high. Later, the payment steps were optimized, and the payment success rate increased by 37%
. In order to better do data analysis, I am now learning Nocturne Excel. After learning it, I found that this course is very down-to-earth. It teaches all the knowledge that I will use in my work, and the steps are very detailed. As long as we master 10% of the excel skills, we can use it well in our work.
3️⃣Growth experiment
Through data analysis, we may find that the registration conversion rate of new users is low, or the order rate of users converted from a certain channel is particularly low. It may be that the order brushing behavior
formulate growth experiments based on the problems we analyzed, such as using user incentive methods to reach new users through activity publicity, or analyzing the quality of user conversion in the channel, eliminating channels with poor quality, and increasing the delivery volume of high-quality channels
4️⃣Data analysis
pulls all the data of the previous growth experiment, and uses data to correct growth strategies in a timely manner, and finally achieve the growth target
Students who need a collection of project management materials can pay attention first and then send a private message to me
