Monira Khatun

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Monira Khatun
18 de jun. de 2022
In Discussões gerais
In our daily work, we often receive requests to "improve the bulk sms service conversion rate of xx". But most of the time, it is easy to fall into the situation of optimizing only for a certain event or page, which often has little effect on the overall conversion rate, or optimize all events on the conversion path, although the conversion rate increases , but the cost is too high. At this bulk sms service time, we need to find conversion goals and focus areas. Only when our goals are clear can we find suitable optimization solutions. Last year, during my tenure as a product manager on a wealth management platform, I used growth ideas to optimize the new user registration-investment path. After the final optimization, the investment bulk sms service conversion rate of new users increased by PP. This article shares my thoughts and gains in the project from three aspects: clarifying conversion goals, finding optimization opportunities, and designing solutions. Clear conversion goals When we received the need to provide "new user registration - investment bulk sms service conversion", I believe that there must be thousands of solutions in everyone's mind, such as adjusting the page design from the product, or increasing the intensity of novice activities from the operation activities. There are many options, but it's hard to decide which one is more suitable because we can't determine The directionality of these options, nor can we judge the bulk sms service impact of these options on the overall conversion rate. From registration to investment, users have a long path, and it is difficult for us to directly measure the conversion effect of the entire path with the "new user investment rate". By identifying key user behaviors and defining metrics for the entire bulk sms service conversion path, it can act as a compass. To define conversion goals, we need to answer four questions: Who are our target users? What do we want the user to do? How many times does this behavior need to be done? How long will it take to complete? Taking this project as an example,
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