After confirming that our company has time and market space for Baidu Mini Programs, our next step is to disassemble the product function, clarify the North Star indicator (or KPI) of the product, and find the formula, which is the basis of growth hacking (or product), as shown in the figure above. shown.
In the e-commerce industry where the author is located, the two core elements of reach and conversion can be simplified into traffic and conversion rate. The formula is Σ traffic * Σ conversion rate = Σ order ; dismantling the formula, from the perspective of new and old users , our initial user level is very low, and the repurchase rate in the industry is not high, so new users are our core focus, and old users are put on hold for the time being.
Σ new visitor traffic = Σ exposure * Σ click-through rate , to reach new users (obtain new visitor traffic), it is necessary to find the integration point with the platform according to platform characteristics, official channels, and policy dividends, thereby increasing exposure and click-through rate.
The conversion rate can be dismantled in various dimensions, such as Σ conversion rate = Σ single product sinking rate * Σ add-on purchase rate * order generation rate , and each subdivision dimension to improve conversion rate needs to be based on country email list the user characteristics of Baidu platform , Use scenarios for product design, which requires us to understand the user attributes of mobile apps.
3. Find traffic and reach users
Traffic is like a gold mine for e-commerce, and the desire of e-commerce companies for traffic is everywhere. This is the traffic classification, search + information flow + open source platform + fixed entrance given by Baidu's background, and the characteristics of the platform are prominent.
Based on the social relationships of WeChat users, the fission product design that is constantly thinking about in WeChat applet has no user soil in Baidu; if it is social, Baidu applet supports sharing to Tieba, the temptation of social communication is too great, when I first took over the product The author focuses on sharing on Tieba. As soon as the products of WeChat fission arrive at Tieba, we will be saddened.
Specifically, the main traffic entrances and characteristics are as follows:
1. Search traffic
Exposure first requires the product page to enter the Baidu search, and then the ranking. The click-through rate depends on whether the product page can clearly display the effective information that users need. Specific entry:
Direct search: The most accurate traffic entry, the user enters the search term in the search box, if the keyword corresponding to the applet is hit, the drop-down box will pop up the direct entry of the applet; Baidu official setting, the developer cannot configure, the traffic is mainly affected by its own brand The influence of the degree of communication can be seen in the mobile app.