First, from a broad perspective, e-commerce website operation is the general term for all website activities, including technology, art design, marketing, sales and content construction. , all belong to the category of website operation;
Second, from a small point of view, the operation of e-commerce websites is independent of technology, art design, sales and marketing. In some large network companies, there are usually special website operation departments, so we often hear that these network companies have the titles of operation manager and operation director.
Obviously, the understanding of e-commerce website operation should be understood from a small aspect, because only in this way can we define what website operation is and make the specific content of website operation clearer and more instructive.
The operation of e-commerce website should include six aspects: website demand analysis and arrangement, channel content construction, website planning, product maintenance and improvement, effect data analysis and departmental communication and coordination.
Demand analysis and arrangement
For an e-commerce website operator, the most important thing is to understand the needs, and on this basis, put forward specific suggestions and programs to improve the website. Of course, these suggestions and plans should not be swallowed up, but should be discussed and analyzed with everyone to confirm whether they are concrete and feasible. When necessary, it is necessary to conduct investigation and evidence collection or analysis and statistics to comprehensively evaluate the desirability of these suggestions and programs.
Demand innovation directly determines the characteristics of the website, and the website with characteristics will be more valuable and attract users. For example, in every edited article of Sina, other content links that are extremely related to the content are often provided for readers to choose, giving full consideration to users' interest needs. The change of website details should be based on grasping the needs of users.
In addition, the analysis of demand also includes the study of competitors. Study competitors' products and services, see what innovations they have, and judge whether these changes are really valuable. If it can bring value to users, there is no doubt that "takenism" will be implemented.
Channel content construction
Channel content construction is an important work of e-commerce website operation. The whole website, in fact, you will feel that you are doing content, which will be more obvious for some information portals. The content of the website determines what kind of website you are making. Of course, there are also some functional websites, such as search and instant chat. It only provides one function for everyone to use these functions. But don't forget, the ultimate goal of using these functions is to get the information you want.
The construction of channel content, more work is done by specialized editors, including channel column planning, information editing and uploading, information content quality improvement and so on. Editors, who do the work within the scope of website operation, are important members of website operation.
Content construction is a long-term accumulation process. Improving the quality of website content should be the ultimate goal of editors. For many small websites, or some big websites, website editors assume the role of website operators. Not only should you be responsible for editing information, but also making requests, making plans and so on.
Including pre-market research, feasibility analysis, planning document writing, business process description, etc. Planning is the key to building a website. A website will eventually become a good website only if it is really well planned. Because the previous website planning involved many market factors. Here, I won't discuss it in this article.
Plan effectively according to the demand. How to display the title and content of the article, how to place function keys, how to display advertisements, etc. , all need reasonable and scientific planning.
Page planning and design are different. Page planning is relatively primary, while page design has risen to a more advanced level. For the preliminary plan given in the operator's plan, the designer can fill in the drawing and add color to make it a beautiful page, so that customers or users can get a good impression.
Product maintenance and improvement
In fact, the maintenance and improvement of products have some similarities with the demand analysis mentioned above. But in this section, more emphasis is placed on product maintenance. Product maintenance should be more about maintaining the products purchased by customers and responding to the questions raised by customers.
In most Internet companies, there are more customer service staff. Many times, customer service staff may not be very clear about technology, products and other issues, and many customers' questions cannot be answered. At this time, operators need to analyze and judge the problem, or give customers a reasonable explanation, or hand over the problem to technology, or find a better solution. From this perspective, customer service personnel are the "customers" of operators.
In addition, product maintenance also includes formulating and changing product policies, carrying out good product packaging and improving product experience. Product improvement, in most cases, is also a problem of demand analysis and sequencing. I mentioned it before, so I won't go into details.
Effect data analysis
Effect data analysis refers to the important work of dividing the website into stages, analyzing and sorting out the data and guiding the sustainable operation strategy. It is to adjust the direction of the website according to users' habits, analyze every detail of online media, complete and improve the stickiness of the website to users, and improve the attraction and attention of the website. Mainly through the analysis of page access records, you can also get more user experience through online questionnaires.
Adjust the communication mode and expression form of online media with perfect data analysis. Such as: perfect system functions, artistic changes and adjustments, revision, etc. Only by using data analysis to guide the operation can we grasp the core and users in a targeted manner and better improve the operation effect. So although this link is boring, it is a very important and indispensable step.
Coordination of various departments
This part of the work content, more embodies the role of management. Because the operators know the operation of the whole website like the palm of their hand and have comprehensive knowledge, the communication and coordination with technicians, artists, testers and businesses are more borne by the operators.
As an operator, communication and coordination ability is essential. To deal with different professional thinking, in the process of communication, you may encounter many incomprehensible or difficult communication phenomena, which is a relatively normal problem. It is a common phenomenon in almost all network companies that operators and technicians quarrel endlessly and finally solve a simple small problem. Website operation is independent of technology, art design, sales and marketing. In some large network companies, there are usually special website operation departments, so we often hear that these network companies have the titles of operation manager and operation director.
Obviously, the understanding of website operation should be understood from a small aspect, because only in this way can we define what website operation is and clarify the specific content of website operation, which is more instructive.
Website operation should include five aspects: website demand analysis and arrangement, channel content construction, website planning, product maintenance and improvement, and departmental communication and coordination. However, what are the work contents of these five aspects? Below, a comprehensive analysis will be made.
Demand analysis and arrangement
For a website operator, the most important thing is to understand the requirements and put forward specific suggestions and schemes to improve the website on this basis. Of course, these suggestions and plans should not be swallowed up, but should be discussed and analyzed with everyone to confirm whether they are concrete and feasible. When necessary, it is necessary to conduct investigation and evidence collection or analysis and statistics to comprehensively evaluate the desirability of these suggestions and programs.
Channel content construction
Channel content construction is an important work of website operation. The whole website, in fact, you will feel that you are doing content, which will be more obvious for some information portals. The content of the website determines what kind of website you are making. Of course, there are also some functional websites, such as search and instant chat. It only provides one function for everyone to use these functions. But don't forget, the ultimate goal of using these functions is to get the information you want.
Content construction is a long-term accumulation process. Improving the quality of website content should be the ultimate goal of editors. For many small websites, or some big websites, website editors assume the role of website operators. Not only should you be responsible for editing information, but also making requests, making plans and so on.
Website planning, including preliminary market research, feasibility analysis, planning document writing, business process description, etc. Planning is the key to building a website. A website will eventually become a good website only if it is really well planned. Because the previous website planning involved many market factors. Here, I won't discuss it in this article.
Page planning and design are different. Page planning is relatively primary, while page design has risen to a more advanced level. For the preliminary plan given in the operator's plan, the designer can fill in the drawing and add color to make it a beautiful page, so that customers or users can get a good impression.
Product maintenance and improvement
In fact, the maintenance and improvement of products have some similarities with the demand analysis mentioned above. But in this section, more emphasis is placed on product maintenance. Product maintenance should be more about maintaining the products purchased by customers and responding to the questions raised by customers.
In most Internet companies, there are more customer service staff. Many times, customer service staff may not be very clear about technology, products and other issues, and many customers' questions cannot be answered. At this time, operators need to analyze and judge the problem, or give customers a reasonable explanation, or hand over the problem to technology, or find a better solution. From this perspective, customer service personnel are the "customers" of operators.
In addition, product maintenance also includes formulating and changing product policies, carrying out good product packaging and improving product experience. Product improvement, in most cases, is also a problem of demand analysis and sequencing. I have mentioned it before, so I won't go into details.
Coordination of various departments
This part of the work content, more embodies the role of management. Because the operators know the operation of the whole website like the palm of their hand and have comprehensive knowledge, the communication and coordination with technicians, artists, testers and businesses are more borne by the operators.
As an operator, communication and coordination ability is essential. To deal with different professional thinking, in the process of communication, you may encounter many incomprehensible or difficult communication phenomena, which is a relatively normal problem. It is a common phenomenon in almost all network companies that operators and technicians quarrel endlessly and finally solve a simple small problem.
Excellent website operators require professional knowledge, writing ability, scheme planning ability, communication and coordination ability, project management ability and so on. At present, there are a huge number of websites and countless website operators, but excellent operators are rare.