nnovation workshop Wang Hua how do the nternet traffic users do the product


editor’s note: This article is from the Creative Workshop partner Wang Hua’s blog. Do flow essentially is to do user, do product. Do flow, do not once and for all users, must be a motorized, persistent, long-term operation.

why do traffic,


first of all, to do traffic, in essence, do the user, do the product. It’s not a matter of hiring a few kids, spending money on advertising, or hiring several business operations to solve problems automatically. In essence, the need for CEO, product managers themselves to think, and there are actually a lot of errors.

one mistake is to simplify the indicators. In the Internet Co, whether it is a video site or financial websites, often put some nude breasts, this popular title in the network, the flow guide to your own website. They put in a lot to boost their website’s recent operating targets. But does this really mean substantial results? It sounds simple enough to be forgotten at the executive level. In fact, the promotion of the Internet, including the promotion of some time ago to buy the site, 80% or even 90% of the money out of money meaningless.

another mistake is to ignore the product. Product, user acquisition and operation are actually three in one. Many products origin of the founder, believe that as long as the product itself is ready, and then promotion is very simple. Traffic actually is how products reach users, which is as important as the product itself, and also a product issue. For example, Zynga, his early game itself before and there is no difference, but it is the first batch of good use of the Facebook of the game reached the blue ocean. New users from the core game player users reach the method itself can become great innovation.

the second basic question is when to start spending money to get users. Most methods of doing traffic actually don’t cost money. Relying on the performance and operation of their products to obtain users, the original method is to obtain users, but why spend money to do the user, the answer may have two: first, accelerated growth. Two, seed users are required.

, these two are very reasonable answers. In practice, there are two situations. One is that when you get a user who can earn more money and pay more than you pay, you can spend money without limit. Many online games are like this.

but if you lose money to get users, your goal should be to reach a point of self growth. According to the Internet habits, when a brand or user base reached a certain density, then the next can achieve certain self growth. If it is not too messy, real users, active users reached a level of reputation, or to reach a certain level, plus real reputation, the real search index to over a million, the product itself is good, can achieve self growth. And to do user growth, the purpose is to achieve this growth point as soon as possible.