Effective Website Operation Guide: Strategies to Enhance Brand Image and User Experience

Effective Website Operation Guide

The importance of website operation is self-evident. The website is not only an important carrier for users to understand our brand and products, but also the final destination for users to complete conversion. It is the bridge for us to communicate with users, display products, and convey brand concepts. Therefore, optimizing website operations is crucial to enhance brand image and enhance user experience. This not only requires a large amount of high-quality traffic but also requires the website to provide an excellent user experience. The quality of user experience directly affects the user’s conversion rate, which directly affects our performance. Therefore, we must always put user experience first and constantly optimize to improve user satisfaction and conversion rates.

User Terms of Service

User terms of service are very important for brand websites and involve the entire website rules and user rules. If expressed incorrectly, it will directly affect the normal operation and promotion of the website. In the previous website construction – website construction material preparation – user terms, we introduced the writing suggestions for common terms. Students in need can check the content of the previous part.

Website traffic operation

As a website operation position, starting from each stage of the sales funnel, you can take the following specific measures to optimize the website and improve conversion rate and customer satisfaction. A sales funnel chart shows the entire journey a customer takes from first contact to eventually becoming a loyal customer. Each stage has different goals and strategies, and optimizing each stage with a targeted approach can improve overall conversion rates and customer satisfaction.

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1. Exposure and discovery

Target: Increase brand awareness and capture the attention of potential customers.

Strategy:

  • Search Engine Optimization (SEO):
    • Keyword research: Find out the keywords that potential customers commonly search for and integrate them into your website content.
    • Optimize page structure: Ensure that the website structure is clear and easy for search engines to crawl and index.
    • Internal link construction: Improve the relevance and weight of each page of the website through reasonable internal links.
    • External link building: Strive for high-quality external links to improve the authority of the website.
  • content marketing:
    • Blogs and Articles: Regularly publish high-quality content relevant to your target audience and increase organic traffic.
    • Video content: Produce product demonstrations, customer cases, tutorials and other videos to improve user interaction and dwell time.
    • Social media sharing: Share content to major social media platforms to expand coverage.
  • paid advertising:
    • Google Ads: Place ads through precise keywords to attract high-intent search users.
    • Facebook Ads: Use Facebook’s audience targeting function to deliver ads accurately.
    • Cooperative promotion: Cooperate with industry-related websites and bloggers for joint promotion.

2. Consideration and purchase intention

Target: Convert visitors into potential customers and inspire their purchasing intentions.

Strategy:

  • User experience optimization (UX):
    • Responsive design: Ensure that the website displays well on various devices.
    • Clear navigation: Design a clear navigation structure to make it easier for users to find the information they need.
    • Page loading speed: Optimize images and codes to improve page loading speed.
  • email marketing:
    • Subscription guidance: Set up a subscription form in a prominent location on the website to attract users to subscribe.
    • Automated emails: Set up welcome emails, regular updates and promotional emails to increase user stickiness.
  • social proof:
    • User reviews: Display real customer reviews and ratings to increase product credibility.
    • Case studies: Share success stories that show your product or service in action.

3. Take action (add to cart)

Target: Prompt potential customers to add products to their shopping carts.

Strategy:

  • A clear call to action (CTA):
    • Design a conspicuous CTA button to encourage users to add products to their shopping cart.
    • Embed purchase links in product pages and content to facilitate quick operations for users.
  • Limited Time Offer:
    • Pop-ups: Use pop-ups to alert users of current limited-time offers or discounts.
    • Countdown function: Add a countdown timer to the product page to increase the sense of urgency.

4. Take action (buy)

Target: Prompt users to complete a purchase.

Strategy:

  • Simplify the checkout process:
    • One-click checkout: Reduce checkout steps and provide a one-click purchase function.
    • Multiple payment methods: Provide multiple payment options such as credit card, PayPal, and e-wallet.
  • Shopping cart reminder:
    • Email Reminders: Send shopping cart reminder emails to users who have not completed their purchases.
    • SMS reminder: Remind users via SMS to complete their purchase.

5. Repeat purchase

Target: Prompt customers to purchase again and increase customer lifetime value.

Strategy:

  • loyalty program:
    • Points rewards: Set up a points system, and users can get points for each purchase, which can be used to redeem rewards.
    • Member Exclusive: Provide members with exclusive discounts and services to increase user stickiness.
  • Customer Relationship Management (CRM):
    • Personalized recommendations: Recommend related products based on the user’s purchase history and browsing behavior.
    • Regular follow-up visits: Regularly contact customers via email or phone to understand their needs and feedback.
  • Continuous optimization:
    • Data analysis: Regularly analyze website data to understand user behavior and conversion paths, and find optimization points.
    • User feedback: Collect user feedback, continuously improve website functions and content, and improve user satisfaction.

Through these specific measures, website operators can effectively improve various indicators of the website, push users through various stages of the sales funnel, and ultimately achieve sales growth and customer retention.

Event operation

Event operation is a permanent operational function position for brand websites. The importance of event operation is self-evident for major selling brands. To run an e-commerce brand event well, you must first have a basic understanding of event operations.

For activity operations, different activities require different human and material resources and have different goals. Our grading of activities is conducive to standardizing the management of the entire activity and rationally arranging activity resources.

Below is a detailed tutorial on running an event, from planning to execution to evaluation.

Event planning

1. Goal setting

  • clear goal: Determine the main goals of the activity, such as brand promotion, user growth, sales conversion, etc.
  • Target quantification: Make the goal specific, such as adding 1,000 new users, increasing sales by 20%, etc.

2. Audience analysis

  • Audience positioning: Determine the target audience’s basic information such as age, gender, interests, etc.
  • demand analysis: Understand the needs and pain points of your audience and develop event content that meets these needs.

3. Activity creativity

  • activity theme: Set an engaging theme based on your goals and audience.
  • Activity form: Choose appropriate activity formats, such as online and offline integration, social media interaction, lottery, etc.

4. Activity budget

  • cost analysis: List all possible expenses for the event, such as advertising fees, prize fees, venue fees, etc.
  • budget allocation: Reasonably allocate budget based on importance and expected results.

Event Preparation

1. Resource preparation

  • Staffing: Determine the staff required for the activity and their responsibilities.
  • Material preparation: Prepare the materials needed for the event, such as posters, promotional materials, prizes, etc.

2. Platform construction

  • Technical Support: Determine the technical support required for the event, such as website construction, data statistics, etc.
  • Platform selection: Choose a suitable activity platform, such as Facebook, Instagram, YouTube, etc.

3. Publicity and promotion

  • Channel selection: Choose appropriate promotion channels, such as social media, email, advertising, etc.
  • content production: Produce high-quality promotional content such as posters, videos, articles, etc.

Activity execution

1. Event goes online

  • Schedule: Choose a suitable event time to ensure sufficient exposure.
  • Operating procedures: Clarify the operation process of the activity to ensure that each link goes smoothly.

2. Interactive management

  • User guidance: Guide users to participate in activities through push, email, social media, etc.
  • Problem-solving: Timely solve the problems encountered by users during the participation process and provide a good experience.

3. Data Monitoring

  • Real-time monitoring: Use tools to monitor event data in real-time, such as number of participants, conversion rate, etc.
  • Adjust and optimize: Timely adjust activity strategies based on data performance to improve results.

Activity evaluation

1. Data analysis

  • data collection: Collect all data during the campaign, such as click-through rate, engagement rate, conversion rate, etc.
  • effect evaluation: Compare the actual results with the preset goals to evaluate the effectiveness of the activity.

2. Summary report

  • Advantages and Disadvantages Analysis: Summarize the advantages and disadvantages of the activity and find out successful experiences and improvement points.
  • Suggestions for Improvement: Put forward suggestions for improvement of the next activity to improve the quality of the activity.

3. Results display

  • Achievements display: Display activity results through charts, reports, etc., and report to the team and superiors.
  • Case Studies: Share successful cases with the team to promote common progress.

User operation

The focus of independent brand stations is to operate core target users, conduct hierarchical and refined management of users, and achieve fission in user reputation, thereby achieving brand accumulation. The “Twenty-Eight Principle” can explain this kind of problem very well. 20% or even fewer users complete 80% of website sales, and the focus is to maintain these 20% of users.

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User acquisition

1. Goal setting

  • clear goal: Determine the main goals of user acquisition, such as growth in registered users, increase in active users, etc.
  • Target quantification: Concrete goals, such as adding 1,000 new registered users, increasing the number of active users by 20%, etc.

2. Audience analysis

  • Audience positioning: Determine the target audience’s basic information such as age, gender, interests, etc.
  • demand analysis: Understand the needs and pain points of your audience and develop operational strategies to meet these needs.

3. Channel selection

  • content marketing: Attract target users through blogs, videos, social media, and other channels.
  • Search Engine Optimization (SEO): Optimize website content, improve ranking in search engines, and attract natural traffic.
  • paid advertising: Use Google Ads, Facebook Ads, and other platforms for precise advertising.
  • cooperative promotion: Cooperate with companies or KOLs in related industries to jointly promote.

4. Marketing activities

  • Sign-up bonus: Provide new users with registration rewards, such as coupons, points, etc.
  • Referral program: Set up a user recommendation reward mechanism to encourage existing users to recommend new users.
  • Limited Time Offer: Provide limited-time promotions to attract new users to register and participate.

User retention

1. Optimize user experience

  • interface design: Optimize product interface design and improve user experience.
  • Complete functions: Based on user feedback, continuously improve product functions to meet user needs.
  • Technical Support: Provide stable technical support to ensure smooth product operation.

2. User interaction

  • Community operation: Establish user communities, and interact with users through Reddit, Quora, Discord, and other platforms to enhance user stickiness.
  • Content push: Regularly push valuable content, such as tutorials, case studies, etc., to keep users active.
  • Feedback collection: Collect user feedback and understand user needs through questionnaires, user interviews, etc.

3. User care

  • Personalized recommendations: Make personalized content and product recommendations based on user behavior data.
  • holiday wishes: Send blessings and offers during users’ birthdays or holidays to increase users’ goodwill.
  • Customer service support: Provide high-quality customer service support and solve user problems in a timely manner.

User conversion

1. Data analysis

  • User Behavior Analysis: Use data analysis tools to analyze users’ behavior paths and find links with low conversion rates.
  • conversion funnel: Build a user conversion funnel, gradually optimize each link, and improve the overall conversion rate.

2. Precision Marketing

  • remarketing: Carry out remarketing for users who have not completed conversion and provide personalized offers and reminders.
  • layered marketing: Based on user activity and purchase history, stratify users and formulate differentiated marketing strategies.

3. Incentives

  • Limited Time Offer: Provide limited-time offers and discounts to stimulate users to purchase.
  • Points reward: Set up a points system. Users can earn points by purchasing or participating in activities, which can be used to redeem rewards.
  • membership policy: Establish a membership system to provide members with exclusive discounts and services to enhance user loyalty.

User repurchase

1. Loyalty Program

  • Redeem: Users can earn points every time they purchase or participate in activities, which can be used to redeem rewards and encourage users to repurchase.
  • member privileges: Provide members with exclusive discounts and services to increase user stickiness.
  • User care: Improve user satisfaction and loyalty through regular user return visits and care.

2. Continuous optimization

  • Data monitoring: Regularly monitor user data, understand changes in user behavior and needs, and adjust strategies in a timely manner.
  • Feedback improvements: Collect user feedback, continuously improve products and services, and improve user satisfaction.
  • innovative activities: Regularly launch new marketing activities to keep users fresh and enthusiastic about participation.

The following is a user operation tutorial, including specific steps and strategies for user acquisition, retention, conversion, and repurchase.

Example: User Operation Tutorial

User acquisition

1. Goal setting

  • clear goal: Determine the main goals of user acquisition, such as growth in registered users, increase in active users, etc.
  • Target quantification: Concrete goals, such as adding 5,000 new registered users, increasing the number of active users by 20%, etc.

2. Audience analysis

  • Audience positioning: Determine the target audience’s basic information such as age, gender, interests, etc.
    • For example: young Americans aged 18-35 like technology products and online services.
  • demand analysis: Understand the needs and pain points of your audience and develop operational strategies to meet these needs.

3. Channel selection

  • content marketing: Attract target users through blogs, videos, social media, and other channels.
    • For example: Use YouTube and Instagram to publish technology review videos and interactive content that attract young users.
  • Search Engine Optimization (SEO): Optimize website content, improve rankings in search engines such as Google, and attract natural traffic.
    • For example: write high-quality blog articles related to technology products and optimize keywords.
  • paid advertising: Use Google Ads, Facebook Ads, and other platforms for precise advertising.
    • For example, Targeted ads targeting young Americans on Facebook and Instagram.
  • cooperative promotion: Cooperate with companies or KOLs in related industries to jointly promote.
    • For example: Cooperate with well-known American technology bloggers to conduct product evaluation and promotion.

4. Marketing activities

  • Sign-up bonus: Provide new users with registration rewards, such as coupons, points, etc.
    • For example: Offer a $10 coupon to attract users to sign up and make their first purchase.
  • Referral program: Set up a user recommendation reward mechanism to encourage existing users to recommend new users.
    • For example: every time a user recommends a new user who successfully registers, he or she will receive a $5 reward.
  • Limited Time Offer: Provide limited-time promotions to attract new users to register and participate.
    • For example: launch a 50% discount for a limited time to attract users to register and purchase as soon as possible.

User retention

1. Optimize user experience

  • interface design: Optimize product interface design and improve user experience.
    • For example: the design is simple and modern, which is in line with the aesthetic habits of American users.
  • Complete functions: Based on user feedback, continuously improve product functions to meet user needs.
    • For example: adding new features based on user feedback to improve the ease of use of the product.
  • Technical Support: Provide stable technical support to ensure smooth product operation.
    • For example: establishing 24/7 online customer service support to solve user problems in a timely manner.

2. User interaction

  • Community operation: Establish a user community and interact with users through platforms such as Slack and Reddit to enhance user stickiness.
    • For example: Create an exclusive community on Reddit to discuss product-related topics with users.
  • Content push: Regularly push valuable content, such as tutorials, case studies, etc., to keep users active.
    • For example: Send the latest technology news and product usage tutorials via email every week.
  • Feedback collection: Collect user feedback and understand user needs through questionnaires, user interviews, etc.
    • For example: conduct a user satisfaction survey every quarter to collect improvement suggestions.

3. User care

  • Personalized recommendations: Make personalized content and product recommendations based on user behavior data.
    • For example: Recommend related technology products and accessories based on the user’s browsing and purchase history.
  • holiday wishes: Send blessings and offers during users’ birthdays or holidays to increase users’ goodwill.
    • For example: Send birthday greeting emails to users on their birthdays and attach exclusive coupons.
  • Customer service support: Provide high-quality customer service support and solve user problems in a timely manner.
    • For example: multi-channel customer service support via live chat, phone and email.

User conversion

1. Data analysis

  • User Behavior Analysis: Use data analysis tools to analyze users’ behavior paths and find links with low conversion rates.
    • For example: use Google Analytics to analyze user behavior during the purchase process and find out where the churn is.
  • conversion funnel: Build a user conversion funnel, gradually optimize each link, and improve the overall conversion rate.
    • For example: Optimize each conversion step through A/B testing, such as the registration page, payment process, etc.

2. Precision Marketing

  • remarketing: Carry out remarketing for users who have not completed conversion and provide personalized offers and reminders.
    • For example: Send shopping cart reminders and coupons via email to users who added to the shopping cart but did not purchase.
  • layered marketing: Based on user activity and purchase history, users are stratified to formulate differentiated marketing strategies.
    • For example: providing exclusive discounts and VIP services to high-value users to improve user satisfaction and loyalty.

3. Incentives

  • Limited Time Offer: Provide limited-time offers and discounts to stimulate users to purchase.
    • For example: provide a 20% discount for a limited time to attract users to buy as soon as possible.
  • Points reward: Set up a points system. Users can earn points by purchasing or participating in activities, which can be used to redeem rewards.
    • For example: you can get certain points for each purchase, and the accumulated points can be redeemed for products or coupons.
  • membership policy: Establish a membership system to provide members with exclusive discounts and services to enhance user loyalty.
    • For example: members have the opportunity to try out new products for free once a month.

User repurchase

1. Loyalty Program

  • Redeem: Users can earn points every time they purchase or participate in activities, which can be used to redeem rewards and encourage users to repurchase.
    • For example: set up a points mall where users can redeem points for products or coupons.
  • member privileges: Provide members with exclusive discounts and services to increase user stickiness.
    • For example: Members enjoy exclusive discounts and the opportunity to purchase new products in advance once a month.
  • User care: Improve user satisfaction and loyalty through regular user return visits and care.
    • For example: regularly send user satisfaction surveys to understand user needs and provide improvement solutions.

2. Continuous optimization

  • Data monitoring: Regularly monitor user data, understand changes in user behavior and needs, and adjust strategies in a timely manner.
    • For example: analyze user data every month to evaluate marketing effectiveness and user satisfaction.
  • Feedback improvements: Collect user feedback, continuously improve products and services, and improve user satisfaction.
    • For example: establish user feedback channels, promptly adopt user suggestions, and optimize product experience.
  • innovative activities: Regularly launch new marketing activities to keep users fresh and enthusiastic about participation.
    • For example: launch a new promotion every quarter, such as new product launches, limited-time sales, etc.

Example: Mobile application user operation plan

Suppose you want to run a mobile application, the following is a specific implementation plan:

1. User Acquisition

  • Target: Add 5,000 new users in three months.
  • Channel selection: Acquire users through App Store Optimization (ASO), social media advertising, cooperative promotion, and other channels.
    • For example: optimize App Store keywords and improve the ranking of applications in search results.
    • Advertise through Facebook and Instagram to attract young users to download the app.
    • Cooperate with well-known American technology bloggers to conduct application evaluation and promotion.
  • Marketing activities: Launch new user registration rewards and referral programs to encourage existing users to recommend new users.
    • For example: a new user will be given a $10 coupon when they sign up, and a $5 reward will be given for recommending a new user to sign up.

2. User Retention

  • Optimize experience: Improve the interface design and functional perfection of the application, and provide stable technical support.
    • For example: the design is simple and modern, which is in line with the aesthetic habits of American users.
    • Add new features based on user feedback to improve the ease of use of the product.
    • Establish 24/7 online customer service support to solve user problems in a timely manner.
  • user interaction: Establish a user WeChat group and enhance user stickiness by pushing valuable content every day.
    • For example: Create an exclusive community on Reddit to discuss product-related topics with users.
    • The latest technology news and product usage tutorials are sent via email every week.
  • User care: Send blessings and offers on users’ birthdays and holidays, and provide high-quality customer service support.
    • For example: Send birthday greeting emails to users on their birthdays and attach exclusive coupons.
    • Multi-channel customer service support via live chat, phone, and email.

3. User conversion

  • data analysis: Analyze user behavior paths, optimize conversion funnels, and improve conversion rates.
    • For example: use Google Analytics to analyze user behavior during the purchase process and find out where the churn is.
    • Optimize each conversion step through A/B testing, such as the registration page, payment process, etc.
  • *Precision Marketing
  • *: Carry out remarketing and provide personalized offers for users who have not completed conversion.
  • For example: Send shopping cart reminders and coupons via email to users who added to the shopping cart but did not purchase.
  • Based on user activity and purchase history, users are stratified, and differentiated marketing strategies are developed.
  • Incentives: Launch limited-time offers and point rewards to stimulate users to purchase.
    • For example: provide a 20% discount for a limited time to attract users to buy as soon as possible.
    • Each purchase earns you a certain amount of points, and accumulated points can be redeemed for products or coupons.

4. User repurchase

  • loyalty program: Set up points redemption and member-exclusive discounts to encourage users to repurchase.
    • For example: set up a points mall where users can redeem points for products or coupons.
    • Members enjoy exclusive discounts and early access to new products once a month.
  • Continuous optimization: Regularly monitor user data, collect feedback, and improve products and services.
    • For example: analyze user data every month to evaluate marketing effectiveness and user satisfaction.
    • Establish user feedback channels, promptly adopt user suggestions, and optimize product experience.
  • innovative activities: Regularly launch new marketing activities to keep users fresh and enthusiastic about participation.
    • For example: launch a new promotion every quarter, such as new product launches, limited-time sales, etc.

Through the above steps and examples, user operators can effectively acquire, retain, convert and repurchase American users, improving the overall value and satisfaction of users.

Product Operations

Product life cycle stages

The product life cycle is generally divided into five stages: new products, medium-selling products, potential products, explosive products, and sluggish products. For each stage, different operational strategies need to be adopted.

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Operation strategies at each stage

1. New product stage

Target: Promote new products and quickly attract users’ attention and purchases.

Strategy:

  • New product quantity, structure, and frequency: Ensure that the number of new products launched is reasonable, the product structure is diverse, and a certain frequency of new products is maintained to maintain user freshness.
  • New product sales rate and sales depth: Monitor the sales of new products and analyze sales rate (sales speed) and sales depth (sales breadth).
  • Changes in new product inventory: Monitor inventory in real-time to ensure sufficient but not excessive inventory.
  • New product promotion situation: Develop a new product promotion plan and promote it through social media, email marketing, and other channels.
  • New product packaging material optimization: Design eye-catching new product packaging and promotional materials.
  • New product channel/landing page optimization: Optimize the new product display page to improve user experience and conversion rate.

2. General merchandise stage

Target: Stable sales and maintain product market share.

Strategy:

  • Increase testing of price reductions: Test the market’s reaction to price changes and find out the best pricing strategy by adjusting prices appropriately.
  • Increase joint exposure and marketing with hot-selling products: Combine low-selling products with hot-selling products or conduct joint promotions to increase the exposure of low-selling products.
  • Control the quantity of flat sales items on shelves: Based on market demand and sales data, reasonably control the number of products on the shelves to avoid inventory backlog.

3. Potential product stage

Target: Explore product potential and increase product sales.

Strategy:

  • Number of new products to choose from: Make sure there are enough new products to choose from and make adjustments at any time based on market feedback.
  • On-site and off-site promotion of potential products: Increase the exposure of potential products through on-site advertising, off-site promotion, etc.
  • Stocking and return status of potential products: Prepare and replenish goods in time according to sales situation to ensure product supply.
  • Potential product packaging optimization: Improve product packaging to increase users’ desire to buy.
  • Potential product event planning: Design attractive promotions to stimulate users to purchase.
  • Rate of potential products turning into hot-selling products: Monitor the sales conversion of potential products and adjust strategies in a timely manner.

4. Hot-selling product/explosion product stage

Target: Maintain hot-selling status and maximize product profits.

Strategy:

  • The return status of popular items that are out of stock: Track the inventory status of popular products in a timely manner to ensure continuous supply.
  • Traffic data within and outside the site: Monitor traffic inside and outside the site, analyze user sources and behaviors, and optimize promotion strategies.
  • Popular packaging optimization: Based on market feedback, continue to optimize the packaging of popular products.
  • Hot event planning: Regularly plan promotional activities to maintain user attention and desire to purchase.
  • Hot channel/landing page optimization: Optimize popular product display pages to improve user experience and conversion rate.

5. Sluggish and unsalable products

Target: Clean up inventory and reduce losses.

Strategy:

  • Control inventory returns, while stocks last: Control inventory, no longer restock, and sell existing inventory as quickly as possible.
  • Increase discounts: Attract users to purchase through deep discount promotions.
  • Sale/Clearance channel/landing page: Set up a special promotion page to focus on displaying slow-selling products.

Through the operation strategies of the above stages, product operators can effectively manage the product life cycle, from new product promotion to flat sales, exploring potential products, maintaining the popularity of popular products, and then dealing with unsalable products to ensure that products at each stage can be obtained. The most appropriate operational support to achieve overall sales targets and increase market share.

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