To flow Traffic can have many concrete definitions. According to different products, it can be download volume, registration volume, number of private executive list domain users, PV, number of course registrations, etc. As far as the traffic itself is concerned, I would break it down into two broad categories by precision (by user source and key actions): 1. Precise flow For example, active data, as the name implies, is the consultation data from active executive list search, which may be through Baidu, or through the official account, or even by calling to directly consult the product. Due to the strong subjective awareness of this type of data, it does not require too much awareness training.
It can directly go through the sales and transfer links, and conduct point-to-point steps such as user reception, digging needs, and answering executive list questions to quickly generate conversions. The remaining unconverted data can enter the traffic pool, and through subsequent continuous value transfer, activation and conversion can be finally realized. 2. Floating traffic In this dimension, with the goal of maximizing traffic, first grab the pan-industry crowd as much as possible, then stratify and operate this part of the crowd, and introduce it into the executive list private domain for long-term cultivation, accompanied by operations such as fission and self-growth. This is the basic logic. . The above is just the simplest classification. The actual business state is much more complicated and the data types are more diverse. Breaking down the data types into detail is the first step to achieve refined operations.
The purpose of getting traffic is very basic. Traffic is not the end, but the starting point. Generally, there are two flow gradient models: positive executive list pyramid model and inverted pyramid model (funnel model): 1) Inverted pyramid model That is, the funnel model, which is relatively common. This model first uses pan-industry topics to attract pan-industry people, and then conducts active or passive screening from top to bottom to form user stratification from "general" to "fine". Build conversion strategies and operational actions for each layer of users; you executive list can also concentrate on only 20% of the top users for strong operational conversion, and the rest enter the traffic pool to continue to cultivate awareness, and then use subsequent activation actions to screen users whose awareness has been cultivated to continue. transform.