No matter what industry or form a product serves, there are always some indicators to judge whether the current product is a good product. Consider some product indicators, and link the indicators to the product, so that the optimization of the product becomes the optimization of the indicators. This processing method makes the very abstract problem of product optimization concrete and more achievable.
Refining indicators needs to have a purpose, and this purpose is usually the purpose of our product optimization.
Common indicators include four:
Indicators that reflect the economic benefits of products, such as sales, revenue, gross profit, click conversion rate, etc.;
The indicators that reflect the brand consistency are mainly to list some specific items to judge whether the current product design is consistent with the brand image;
Indicators that reflect product quality, such as customer complaints, maintenance costs, and maintenance manpower;
Indicators that reflect the influence of the product, such as market share, number of users, etc.
The product manager needs to propose tailored indicators for the product, obtain the value of the current indicator, set a new target value and carry out corresponding specific optimization work.
For example, for a new model of mobile phone product, in order to optimize the product, the sales volume is selected as the core indicator for optimization. The current sales volume is X million units, and the target is Y million units. It is expected to be achieved in 2 months. The corresponding optimization measures include how many games to hold. Online and offline promotion activities, more advertising costs, etc.
2. Feedback
Products will receive a lot of feedback throughout the life cycle. These feedback sources include various product-related roles, such as R&D, packaging material designers, production lines, testing, customer service, and sales. These internal personnel also include customers, Users and other external personnel.
These people will give certain feedback to the product in various ways. After processing this feedback, the optimization of the product can be completed, which is also a very common way.
Relatively speaking, this method of optimizing products through feedback is relatively passive. In order to gain a certain degree of initiative, product managers need to build unobstructed feedback channels. These channels can be the company’s internal product message wall, product complaints meeting, or There are other forms, such as questionnaire collection, interviews, experiments, etc.
3. Competition
Marketed products often compete with competing products and substitutes, and competition reflects how a product performs in the market.
Therefore, when the functions and performance of competing products on the market change, your own products also need to be adjusted according to the situation. Otherwise, the competitiveness of competing products may increase and the competitiveness of our products will become weaker. .
In addition, it is best to obtain the company's recent new product plan or the new version plan of the existing product. This information will help country email list you adjust your own products. Here is a reminder that the way to get this information must be legal.
The relationship between product substitutes and products is that, assuming that there is no such product, the target users of the product will use the substitutes for these products to solve their problems. For example, before there is no fresh food e-commerce platform, the choice of fresh food buyers may be the physical fresh food market near their home. The physical fresh food market is a substitute for fresh food e-commerce.
In addition to substitutes, there is also a thing called complementary goods, which is also worthy of attention. It can also be considered as a part of substitutes, but it is obviously opposite to the product, and it solves the same demand, and the total number of products sold is stable in a short period of time. The same, that is, if one sells more, one should sell less.