7 classic laws related to website operation
Source: Shangpin China |
Type: website encyclopedia |
Time: January 20, 2014
Website construction company Shangpin China has always advocated a view that friends in the Internet circle should not only focus on the Internet, or only focus on some so-called Internet marketing skills. It is a mistake to ignore or ignore articles or techniques that have nothing to do with the Internet. In fact, many Internet marketing techniques are rising from the ground without too much foundation and precipitation. In many cases, what we call "secret scripts" are also found out by ourselves, not a theory or a law.
To some extent, managing a website is very similar to managing a company. The webmaster is the CEO, and the content of the website is like the product of the company; Marketing website construction The page of our website is like the packaging of products; The promotion of the website is like the promotion of products, and the external chain of the website is like the popularity of the company. Today, I will combine some classic management and marketing laws to guide the website operation thinking strategy. I believe it will be very helpful to us.
However, compared with the youth of Internet thinking, many ideas of traditional enterprises are indeed a treasure trove that has not been developed. Whether it is management or marketing, the essence of their ideas has passed the test of the times and is effective. I personally think that if we can learn from the theory accumulated by the marketing and management masters of traditional enterprises and apply it to the website operation level, I hope it will be helpful to everyone.
1. Cask law
The bucket law is also called the short board law. The water bucket is made of many boards, and the water holding capacity is determined by these boards. The bucket law shows that the ability and level of an individual or organization is not determined by the best part, but by the inferior part.
Application: The success or failure of a website does not depend on: Wow, our brand is very loud; Wow, how wonderful our products are; Wow, how exquisite the content of our website is; Wow, how high is the quality of the external chain of our website; Wow, how awesome our website technology is. Yes, your website brand is very loud, and Mengniu brand is also very loud; Yes, your products are great, and no one doubts the quality of Nokia mobile phones; Yes, your content is very good. Laozi, Zhuangzi, Confucius and Mencius should not be inferior to you; Yes, the technical effect of your website is first-rate, so users can't find what they want... The success or failure of a website, positioning and creativity are important, but if the webmaster (CEO) can't comprehensively review the weak points of his website, which are weak points, then this weak point will definitely limit the development of your website. Why does Sina Weibo's momentum turn downward? Is his technical team not strong enough? Not enough money? The design is not good enough? Insufficient publicity? Wrong, the biggest weakness of Sina Weibo (I personally think) is that he has too many zombie fans! WeChat is much better. Although there are many zombie fans, the proportion is much smaller. After all, WeChat only restricts mobile phone login. Therefore, you webmaster friends, we must first think about where the weakness of our website is, and how to improve your weakness is more practical than how to promote PR2 to PR3.
2. Murphy's law
Murphy's Law originated from an American captain named Murphy. Because he thought that a colleague was unlucky, he casually said a joke: "If a thing is likely to be messed up, it will be messed up if he is asked to do it." Later, this sentence was also extended, and some other forms of expression appeared, For example, "if something bad is likely to happen, no matter how small the possibility is, it will always happen and cause the greatest possible loss", "what will go wrong will eventually go wrong", and so on.
Application: Why don't you ask yourself what problems you are most afraid of on your website? Some people say it's a hacker attack, some people say it's no traffic, some people say it's a search engine K, some people say it's a malicious collection, and so on. These are all right, but this is not the most critical reason. In fact, many webmasters have experienced these problems, but the website still operates well. In fact, everyone's biggest fear is that the website does not make money. This is the reason why most people give up their websites that they have worked hard for many years.
So if you just want to play, or want to know some friends, or want to try something new, but never think your website will make a lot of money, will make a lot of profits. Then I can definitely tell you that this website will give up in the future because it will not make money, no matter how enthusiastic you are now, how ambitious you are. Therefore, webmasters or website operators must learn how to earn money online (if you really regard the website as a career).
3. 80/20 rule
I think the webmaster friends are very familiar with the 80/20 rule. This law was proposed by the Italian economist Pareto, which is also known as Pareto's law. The 80/20 rule means that among many phenomena, 80% of the results come from 20% of the causes; 20% of efforts often produce 80% of results. This rule is widely used in many aspects.
Application: friends in the search industry have a deep feeling that 80% of the traffic of the website comes from 20% of the core keywords, and many long tailed words have a large number, all of which together will not exceed the 20% of the traffic. But we also need to note that the reason why hot words are hot is that many people are paying attention to and investing in them. The small station said that it is necessary to start from the long tail. In fact, most customers who receive cases require their websites to optimize the hot words of XXX, which has not yet worked until the money is spent.
Don't blame these customers. In fact, this is human nature. Most people are in pursuit of the 20% part, but they can never get it, and cause a lot of unnecessary waste of resources. The real 20% of the minority are pursuing the 80% of the blue ocean, and as a result, they are thriving. If you can understand the logical relationship, if you can understand the general principles of the Book of Changes, you will never be easy. Our efforts today for the 80% long tail words will bring you the 20% "unreachable" at some time in the future.
4. Watch theorem
It's easy to know the current time with only one watch. Can you accurately confirm that the time you just saw is correct with two watches? The answer is no, owning two or more watches does not tell you the time to prepare more, it will only make you lose the information about the accurate time. Of course, the premise is that the time of these two watches is not the same.
Application: Every webmaster or website optimizer should set a unique goal for the website. Too many goals will affect our actions instead, and we don't know how to move forward. Some webmasters not only want to do a website with traffic, but also want to do a good job in SEO, social media and design. Yes, all these things need to be done, but we should only set one goal in different stages. After this stage, we can do what we should do in the next stage. Usually, when I analyze a customer's website, I go back to understand the various indicators of the website first. At different indicator stages, such as new stations, I would suggest that he focus on improving the trust of the website and not pursue too much traffic. After this stage, after the website grows up slowly, it will expand its content, do special topics, impact the flow, and then go after the brand after another stage. Trust=>traffic=>brand. You see, there is only one goal at each stage, so things will be more efficient and the purpose will be clear. This is the inspiration of the watch law to webmaster friends.
5. Occam's razor law
Occam's razor law was put forward by William of Occam, England. In his nominalism, William of Occam said: "Don't waste more things to do things that can be done well with less things".
Application: Everything should be as simple as possible, not simpler. For the webmaster, don't do things that are helpful to users for the sake of convenience, but don't be mystified. Do things that are not really helpful to users and are thankless, just to meet their own perfect plot. I believe that some webmasters will have perfectionism (I have had it before). There are many examples. I will give you one: the URL problem. The URL of the website has changed again and again. Is the directory structure better or. html better, or direct dynamic display better? As a result, the URL alone has changed many versions, wasting a lot of time. Finally, I came to the conclusion that it was better to customize the URL, so every article tried hard to give it a name and learn many western website models.
However, the problem is that the content of foreign websites is in English, and most urls are named after titles, so there is no need to manually modify them. But in China, it is Chinese, and then it is translated into English, which is unnecessary to have more workload, and others can't understand it. If, on the contrary, you want foreigners to think of a Chinese title for each URL, they will definitely not do it. This is what I said. Everything should be as simple as possible. Don't waste a lot of time on extremely minor matters. I think this is also the best enlightenment from Occam's Law.
6. Law of Wine and Sewage
The law of wine and sewage: a spoonful of wine poured into a bucket of sewage will get a bucket of sewage; Pour a spoonful of sewage into a bucket of wine, and you still get a bucket of sewage.
Application: This law has the same meaning as "a piece of mouse shit spoils a pot of porridge". For the best application of this law, I personally think that we often analyze our GA data to see that the bounce rate of those pages is always high, or those pages are always the last exit pages, and which pages stay online for a short time. For these pages, we need to optimize them. After all, don't expect new visitors to have too much patience to look at your entire website. If they are dissatisfied with one part or disgusted with one part, they will think that your website is just like that. So in order not to let these mouse droppings ruin the golden soup that you have worked hard for many years, you must do a good job in rectification and optimization. You must often use GA or Baidu statistics tools to analyze various indicators of your website.
All right, everyone, that's all for today's sharing. I hope it will be helpful to you. In fact, there are many classic ideas. Read more good books at ordinary times, learn more from the nutrition of masters, practice the ideas that they have proved effective, and apply them to their own websites. I think you will become more and more successful. Don't try to find your own way, open up your situation, and the outside world is beautiful.
7. Unworthy law
We can literally understand the law of unworthiness, which seems very simple and straightforward. But the importance of simple laws is often forgotten. From a psychological point of view, the unworthy law reflects a kind of impetuous psychology of human nature - if a person is engaged in a thing that he thinks is unworthy, he will often maintain a cynical and perfunctory attitude.
Application: The law of unworthiness affects me deeply. I started building websites very early, and I have built more than 100 websites. At that time, the thinking of building websites was very simple, no matter what industry, as long as I could make money. Making money is very important, but if you don't analyze what you really like to do and where your interests lie in order to make money, you can pick up an industry and do it. In the end, I will become more and more resentful of this website. I will increasingly feel that I am just a machine or program, and you will have no soul.
So, here I also want to share with you, where are your interests? Don't follow the crowd. You can see that so many websites around you are doing Internet information, and you follow suit without asking your own voice in the soul. One day you will find that your efforts for so many years are actually deceiving yourself. On the contrary, you should find your own interests and orientation at the beginning. Although you have less money, you are happy in the process. You will find it worthwhile and valuable to do this. Always understand that the best way to pursue your dreams is to do what you think is worth doing.
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