Quote an interview with Da Zhi, CEO of Growing Superman, to answer this question, and also answer some questions.
The following is an interview record:
Wei Hua: I am honored to have such an exchange opportunity with Dazhi. Please give us a brief introduction of Growing Superman first.
Ambition: Hello, I'm Ambition. Our growth superman is located in Shenzhen, and focuses on providing four services for enterprises: website construction, advertising operation, marketing tools and growth consultation. Everything we do for our customers is actually one thing: helping enterprises achieve growth through digital marketing.
Wei Hua: The name of the team is "Growing Superman", which is quite interesting. Can you tell me what it means?
Ambition: As we all know, Superman has a great sense of justice and empathy, far exceeding ordinary people on earth. Whenever there is a crisis, he will stand up and fight for justice and save the world with the power of "omnipotence". The definition of growth is that those effective behaviors based on product genes and strategic goals in brand communication and operation means are growth. Growing Superman can bring growth hope to customers and enterprises, and effectively "crush" obstacles on the road to growth.
Wei Hua: Besides having great advantages in website construction, what professional services does Growing Superman provide to customers to improve the whole growth chain?
Ambition: For ToB enterprises, the website is the traffic gathering place in the process of digital marketing, and it is the core basis for determining the conversion rate. After helping customers to build a competitive website, we will also provide customers with complete solutions from marketing planning to landing growth, effectively helping enterprises achieve rapid growth.
Wei Hua: What kind of coincidence is it to form such an excellent team? If there are differences of opinion in the course of work, how to solve them?
Ambition: A dynamic team will have richer and more creative ideas, and mutual understanding and respect will make us have stronger cohesion together. At the same time, the growth superman has made a very clear job empowerment distribution, and each project team has no less than 10 special cooperation.
In addition to the design department, technical department, planning department and operation department, the company also has a project management department, which will manage the efficiency of the project and coordinate customers. If there are differences, we will reach an agreement at the first time, because from the implementation of the plan to the actual launch, it is always to solve the needs of customers.
We believe that our works create value for business and essentially help enterprises achieve growth, so we will not design for the sake of design. Because our team knows and understands this very well when doing every project, there are generally few differences.
Wei Hua: In the presentation of Growing Superman's website works, a lot of previous market research, user analysis and interpretation of corporate background are displayed. Can you explain the birth of a mature work? What work should be done in the early stage?
Ambition: Our whole project process is from data analysis-visitor portrait-scene analysis-super selling point-copywriting planning-architecture design-path design-? Visual communication-all-round program development, creating a boutique website.
Data will bring us closer to the truth. Data is the basis of website "rational design" and the core foundation support of our creativity. We attach great importance to the insight of target visitors. By analyzing the historical data of the website (visitor behavior, visitor group, page path, website traffic, etc. ), you can fully understand the product and industry background and target visitors, so as to better prescribe the right medicine.
Target tourists are the focus of our research. For industry research and visitor research, we will find the pain points of customers in three stages: pre-sale, sale and after-sale. At the same time, we will do cognitive research on target visitors to understand the biggest factors that affect their decision-making, what are their expectations and stimuli for products, and what are their most concerned issues? The purpose is to provide data support for the explicit demand and implicit demand of products.
The formation of unrepeatable brand DNA and the discovery of customer breakthrough points and core differentiation opportunities require in-depth analysis of competitors and industry status quo, and then the planning team of Growth Superman formulates brand strategy and outputs a set of differentiation strategy solutions.
Directed brand strategy and design is based on the basic data of the above website, and we use our creative thinking to output multi-dimensional communication content including brand planning/copywriting/creative vision. Empower growth and brand power accurately and effectively.
To complete a boutique website, it needs to have the requirements of identifiability, expansibility, convenient maintenance, post-security and so on.
Wei Hua: As far as I know, products are rarely included in the same industry, but Growing Superman attaches great importance to the role of product managers, and the number of product teams is not small. Why?
Ambition: We believe that the production of a boutique website can not be separated from an excellent product manager. People usually don't regard corporate official website as an Internet product, but as a corporate information announcement window. This misunderstanding is the main reason for the homogeneity and lack of competitiveness of most websites.
The website is a non-standard customized product, and there is no way to measure it. There is no shortcut to polish a website seriously, but a product manager needs to know the industry deeply, experience the product, feel its characteristics and the cultural essence of the brand. This process is easy to say, but it is actually very complicated, and it also tests a product manager's ability to explore needs and creative planning.
Our product manager can help you build a competitive website from 0 to 1 from an idea. This process involves business analysis, application scenario analysis, visitor analysis, and traffic source analysis, and then sets the demand priority according to the resource supplier, and then excavates the differences through historical data analysis, market analysis, and competitor analysis, laying a solid foundation for the competitiveness of the website.
After the website project is completed, the product manager needs to collect and analyze the data of the website after the new website is launched, find out the optimization points that are conducive to improving the browsing experience of visitors and improving the conversion rate from the data, and be responsible for promoting the optimization to ensure the continuous competitiveness of the website.
Wei Hua: What conditions do you think high-quality website works should have, and from what aspects can you judge whether a website is good or not?
Ambition: Website design behavior is to extract, organize and present information, the essence of which is to process this information, and constantly translate this information through visual design and interactive design, giving visitors a strong perceptual signal.
However, the over-expression of "sense of form" will affect visitors' acceptance rate of brand information. We believe that within the limited browsing time of target visitors, don't miss any opportunity to communicate with visitors, so that users can quickly associate with core interests when they see pictures, thus causing * * *.
As far as website design is concerned, don't design for the sake of design. Taking products as the form of expression, speaking with brands, showing brand tonality and hitting commercial websites directly are all excellent website works.
Wei Hua: What kind of thinking does Growing Superman use to ensure high-quality products, and how does it ensure the sustainable competitiveness of the website?
Ambition: A good website is difficult to form at one time, which is a realistic problem. A good website needs to be gradually improved through management and many iterations. Whether the quality of a website is high or not should be judged by visitors. All the clicking behaviors, visiting paths and staying time of visitors are very real and scientific data.
In order to make the customer's website super competitive, Growing Superman's website building service includes two free data analysis+1 free adjustment and optimization. The first data analysis is the historical data analysis before the website is built to guide the revision of the new website. The second time is the data analysis after the new website was launched for three months. Adjusting and optimizing the service is to find out where the new website can be improved according to the second website data analysis report. The purpose is to help customers build a super competitive website with scientific iterative thinking.
Wei Hua: Having served so many Party A, I met with a headache. When Party A's demand conflicts with your understanding of user experience or design scheme, how do you solve the problem?
Ambition: How to deal with Party A's various "wonderful" needs, many problems are rooted in not being on the same channel as Party A's thinking. Customers know more about products, and you know more about design. This is a natural complementary relationship, not an antagonistic relationship, and its ultimate goal is to achieve data growth. With this sense of unity, in essence, most of our planning ideas are for commercial purposes.
Of course, the way of proposal communication is also very important, which is also the double affirmation of rationality and sensibility that we often say. When there is a conflict, you should clearly express your ideas to your customers to see if they understand and accept them, and then think with them from the other side's point of view. Customers should consider the problem from our point of view, and we should also consider the problem from the customer's point of view, and resolve conflicts from the perspective of empathy and visitors.
finally
About growing superman
Growing Superman has been doing more than just a website for customers, but providing enterprises with a whole set of Internet solutions from marketing planning to landing. The website is just a carrier, and our real value lies in helping enterprises find suitable competitive advantages, reversing the status quo of high cost and low conversion, and achieving revenue growth.
Thank you~