The following is a record of a discussion between me and a product manager in the industry: "If you were the operator of a mini program, how would you set the operating goals of the mini program?"

1. A well-known domestic product manager who does not want to be named.

When the product manager answered my question, he initially thought about the operation goals of the mini program from the perspective of "offline service" scenarios, such as small restaurants. He said:

"Probably it should be the conversion rate of direct transactions/purchases; the situation of being shared/introduced? Because as a ready-to-use tool, what needs to be paid attention to is the effectiveness of this tool. , that is, how many people have scanned it, how many actual transactions have been completed, and how many people are willing to recommend it.”

If it is an “online service” scenario, such as a voting mini-program, he prefers it. The scene of "WeChat group". He said:

"(Operation goals are) based on usage and sharing. If it is based on usage, it will look at whether the user actually uses a certain function, such as which button he clicked, or whether it is completely After operating the entire process, if it is shared, it depends on the number of times it is shared. I think this is a bit similar to the "moments forwarding" of the official account.

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