Website operation includes one purpose, two directions and four steps.

One goal: to achieve profitability and growth. If the website wants to survive, so does the company. Don't make money if you don't make money?

Two directions: one is to enhance the company's brand, and the other is to increase traffic.

Answer: Enhance the brand (put forward the company's brand concept, establish a credit system and gain a good reputation).

B: Increase traffic (write more special articles and send them to major forums. Some people call it writing soft articles, improving users' stickiness, often carrying out activities that meet the needs of website development and are popular with users, increasing related articles on the website, increasing search and visit opportunities, and other advertisements or cooperation. )

Four Steps: wangtong once said a word, and I quote it today: commerce depends on marketing, and e-commerce depends on network marketing. So how should network marketing be carried out?

Analyze the positioning and profit model of the website, optimize and improve the website, make the website operation and promotion plan, manage and modify the website marketing.

As far as marketing promotion is concerned, the main ways I know are: search engine marketing, email marketing, forum marketing, soft text marketing, event marketing (that is, hype) and word-of-mouth marketing. Personally, to be a website, we must first do a good job in website operation planning, profit model and business expansion. Without planning, website development will be like a mess.

After the website was launched, it quickly gained high popularity and became a brand. It is unrealistic to have a high reputation as soon as it is launched, but it may not be difficult to achieve in a period of time, and it does not require too much capital investment. Don't forget, as a gateway to the city, we also have many ready-made resources, such as website construction system and advertising space.

Many of these questions are critical.

First, the problems that should be clarified before promotion

1, define the website positioning.

2. Identify the target users of the website: Who should be the visitors of your website?

3. What will visitors leave on the website: supply and demand information, messages, flea markets and other interactive channels.

4. What does the website want visitors to get: Different target users want different services or content. We should analyze the pages that users stay on and the depth of browsing, so as to make the correct planning scheme.

5. What will bring visitors back to the website: content, services or interactive channels or interactive activities or supply and demand information?

Second, content service is the basis of website promotion.

Visitors to the website are nothing more than first-time visitors and second-time visitors. I don't think it will be too difficult for people to visit websites. The problem is: let these people visit the website again.

1, first visit

Search engine is the most commonly used way for netizens to find new websites.

B, the second largest way for netizens to discover new websites-website links.

C. The third way for netizens to discover new websites-introduction by friends.

D, using Internet cafes to recommend-we can use the Internet cafes alliance column on the homepage of the website to recommend several Internet cafes to give them several advertising spaces, and get the support of Internet cafes, so that Internet cafes can set the website as the homepage of the machine and use Internet cafes as the publicity window.

2. Stick to users and let them visit frequently.

First, a beautiful interface should have rich and unique content.

B, the speed of the website

Try not to use dynamic asp website content pages, because it will take up a lot of server resources (read from the database every time), and it is best to generate static pages if possible.

C. The website is simple to operate

Now more and more websites are concerned about the operation. In English, there is a combined word: USER-capability, which is interpreted as: the user's ability, or the user's convenience, or simply: "people who come to the website for the first time can immediately understand how to operate the website, no matter what they do, they are not easy to make mistakes, and the users are very satisfied." We should observe the website from the perspective of netizens. The first small test that many portals like to let new employees do is to let them use the company's website, and then put forward details that they think are confusing or inconvenient to use. For example, "I don't know if this button can be pressed" and "I hope to see more detailed information when I see this message, but I don't know where to press it"

The improved method is divided into two parts:

1. Improve personal webpage. For example, add a FAQ page, a rights description page, subscribe to emails, place email samples for preview, or download links to outdated websites and magazines.

2. Macro techniques: how do netizens move within the website, how do netizens move between pages, and improve the overall quality of the website by analyzing the route; Whether the names used in the menus on the website are clear and intuitive will be confusing, because the common names of company content may be difficult for netizens to understand. For example, the elements in each web page are graphically associated with each page of the website to grasp the overall structure of the website. Will a function or link make people feel confused and dissatisfied with whether it is necessary to add explanatory text or where the operator is prone to problems? Whether the inconvenience caused by different use environments can effectively avoid filling the text sample column in the form format, and don't wait until the submit button is pressed to display an error message prompt.

D. Organizing interactive prize-winning activities

Continue to hold some "interesting prize-winning questions and answers" and invite enterprises to sponsor small prizes (prizes don't need to be expensive, as long as they are useful to visitors), so that visitors will often come to see the results and introduce friends. For example, judge the best blog of the month, or the most popular greetings, and so on. Rewarding these original authors is a good promotion method.

Third, the formation of brand.

Brand formation is not achieved overnight. Without a certain foundation and a period of efforts, it is impossible to form a brand. After a period of warm-up, the website will become famous. At this time, we can consider creating a brand, and we also have the conditions to create a brand.

A, engage in some online activities, such as "web page making" competition, "network knowledge" competition and so on.

B. Participate in some joint activities. For some activities held by other companies, you can set up special websites for them, participate in co-organizing activities and enhance brand image. For example, Arbor Day allows employees to go out to participate in tree planting activities under the banner of publicity. This festival is generally held in all companies, especially schools. I've had it since high school. Many people, the effect should be good.

On how to optimize and improve the website, we can first know which pages have the most visits, when the visits are large, how visitors move inside the website, which pages are most effective in advertising, and which keywords are used ... Through this information, we can analyze whether visitors can successfully reach the information they want to see and how the effect of SEO is. By comparing the expected visit statistics with the actual results, we can get some tips on how to improve our website.

The analysis items and functions of the website statistics system are summarized in detail as follows.

1. Website Route Analysis: How did users come to your website? We can strengthen the source channels of traffic or improve other source channels accordingly.

2. Visits per page: If users are most interested in the content on your website, they should strengthen your content and even consider adding new columns or channels. What pages need to be improved? After visitors enter the website, in what order do they read the pages, and how long does each page stay? We can roughly analyze which pages are unattractive, and users will give up immediately after reading them, and then we can make improvement plans for related pages. For example, the most wanted page (commodity sales page) has low traffic, and it is also because the links on this page are not easy to find. If the number of visits to the product introduction page is not low, but the number of visits to the actual purchase page or inquiry page is very low, it means that there is something wrong with the links or operation methods of these pages.

3. Source analysis of search engines: which search engines users come from, what changes have been made in the proportion of each source to the total visits, and has the amount of information recorded changed? If it is greatly reduced, what are the reasons and how to deal with it.

4. Keyword analysis: What keywords or keyword types users come in through, whether the SEO work done is appropriate, whether there are more suitable keywords to strengthen, and the results of keywords can also find the needs of customers well.

5. Portal page analysis: which page visitors enter the website from indicates that this page has a good link degree in search engines or related links, whereas other pages have poor performance. Is it necessary to carry out relevant keyword enhancement or advertising?

6. User information: including user's browsing habits, access time, user's geographical distribution, user's computer system information, etc. Seize the habit and do what you like; Geographical analysis is very important if your business is related to the region. See which time period is more concentrated, so that you can launch something purposefully at a certain time. For example, working-class people have more holidays during lunch break and evening, while some work-related information is viewed by visitors during working hours.

7. Return rate of users: You can know what kind of users have high awareness of your site as an aid to understanding customer needs.

8. Robot visit analysis: When did the robot of the search engine visit the website, when did it update the search results, the frequency of the visit, whether any important pages were visited, and whether your update was paid attention to by the robot.

9. Further e-mail analysis: Monitor and analyze the hits of your e-mail magazine. E-mail magazines will add website links, and adding ref=mail at the end of the links can distinguish clicks from emails in statistical results. So as to understand the interests of customers.

Extra tip: In the data analysis of statistical analysis, we must also pay attention to the following two issues to improve the operability of the website:

Has the reader arrived at the page you want to visit?

Analyzing the statistical results, it is easy to only see "which page has the highest traffic" and "which keywords are used by readers"; Only look at the home page traffic and the overall traffic, ignoring the analysis of each individual page traffic.

Suggestion: 1. First, set where you want visitors to reach the website, and then infer the actual trajectory of visitors through statistical results for comparison, as a basis for improving operability.

2. After setting the page to be visited, investigate whether the visitor of this page has arrived. People often reduce the steps of linking from the home page to the page, so that readers can reach the page they want to visit faster, but blindly reducing the steps of linking may make the overall structure of the website complicated and difficult to understand. So it is more important to study how to get readers to the target page, even if there are many steps.

Make a website "export" that satisfies readers.

People generally attach importance to the source analysis of websites, and often ignore the importance of export. When making a website, we should consider the exit of "when readers arrive here and get satisfied, leave the website from here". Readers find the information they need, fully compare the products they are satisfied with and leave, or leave without finding what they need. The effect is completely different. It's a waste to let the long-time guests return empty-handed!

According to the reader's behavior, multiple exits should be designed. For example, if it is a seminar registration website, it is of course best for readers to leave after completing the registration procedures. Those who are interested but have no time to attend this seminar will want to know the agenda of future seminars. In addition, there may be people who don't sign up, but want to get information about the seminar, which can be used as an exit. If there is only one "Register" button, you will lose other options.

Predict the reader's needs, make a variety of exits, and verify the effect by analyzing the statistical results. If there are many visitors to the seminar page, but few applicants, and the other exits you set are also few visitors, you need to consider whether you need to add other exits, whether the page has strong guidance and so on.

Aiming at some common problems in website operation and their improvement

First, the content is empty, dry and unattractive.

There is such a website, the home page is a couplet, and the heroic slogan covers all the screens. Clicking on other pages can search every corner of the website, but I still can't find the product information I need. What you see is "it seems to come from the steelmaking workshop".

Diagnosis and treatment plan: the content of the website should be rich and valuable, and the information about product quality, price, company performance, partners, customer service, online help, etc. that customers care about should be detailed, and the text content should be orderly and lively and interesting as far as possible.

Second, the website lacks features.

There are too many familiar sites in China, and the home page must be a photo of "the factory director answers the phone at his desk"; The second page must be the location of the company (the big letters on the company door are still shining); Then there is a large-scale text to introduce the company's growth process. Such a website gives people the feeling that they regret it after reading it.

Diagnosis and treatment plan: the busy factory director really doesn't need to shoot. If the company is large, you can link a short signed speech on the home page. It will be very effective to replace the factory photo with a detailed description of the company's products. The website should be concise but distinctive in design.

Third, the theme of the website is unknown.

For example, in a beverage company, a decision-maker loves the concept of blue sky, white clouds and green lawns, so he makes it clear that there must be blue sky, white clouds and green lawns on the front page. After designing the venue according to this idea, it is like the grassland in northern Tibet. No one knows that the "mystery" here is juice.

Diagnosis and treatment plan: We guide the decision-maker to produce more expressive "works" according to the characteristics that he likes "personal creativity". Later, he agreed to use light-colored warm fruit as the background and realistic animation as the auxiliary performance. After the website was released, many people reported that they were deeply impressed by the design of this website.

Fourth, the website update cycle is long.

Many websites are beautiful when they are built, but no one cares after they are built, and the update cycle is even in years. Some enterprises say that because the background of the website is a database, there is no need to maintain and improve it. Friends who often surf the Internet may often see the last update date of this website: June 1997. Such a website will definitely not have frequent visitors.

Diagnosis and treatment plan: in order not to disappoint visitors, please update your website regularly, and it is best to create a new column of "News of this website" to let visitors know what new content has appeared recently. Websites should provide better and newer information for netizens who bear high internet access costs.

Fifth, the feedback from website managers is slow.

There is such a travel company with a distinctive homepage and a good ranking of navigation stations. We think their business should be good. As a result, one day, the webmaster suddenly called the company to help check their mailbox, saying that the mailbox seemed to be broken. As a result, we found hundreds of emails from all over the world in her mailbox. It turns out that the webmaster is "too busy" and can only check the email once every half month. We don't talk about the attitude of network management and time management. We only consider the feelings of the sender: the enthusiastic email about traveling with a group is ignored; Try again, but there is still no response. The sender will not have the courage to send a third email unless he is angry enough to complain or use an email bomb.

There are indeed many reasons for the above problems, and there are also many remedies. But what is the root of this problem? We think.