根據四個商業指標找到MOT

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我們可以將消費者和品牌接觸的關鍵時刻歸納爲四大維度，即“進店率、轉化率、復購率和推薦率”如下圖，這四大維度也是四個重要的商業指標。只有圍繞這四個指標進行的洞察與落地，纔有商業價值。","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/10/1071f3539f8240e9fe359946a105571a.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從用戶體驗的角度看，就是一個人在跟品牌接觸時，從“覺察與思考”到“選購與決策”，然後是“使用與體驗”，最後和品牌產生“關聯與裂變”這些不同的體驗階段。","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/97/97da348a2be23514e785f5dbcc196a7e.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一、進店率MOT，消費者一見就進。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"進店的MOT講的就是消費者“覺察與思考”的過程。簡單的講，就是消費者進店的原因。如果是朋友推薦，那麼朋友是怎麼說的？如果是不小心走進來的，那麼是什麼吸引你“不小心”？消費者說不出原因咋辦？那就是問題設計得不對。不要做引導，就問他進店之前在想什麼？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"二、轉化率MOT，消費者一進就買","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"轉化率的MOT，講的就是消費者“選購與決策”的過程。簡單的講，從見到你的產品，到下單購買產品所有過程中的思考，比如參考了誰的意見，對比了哪些條件，感受到了什麼。這些都是轉化率的MOT。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"三、復購率的MOT，消費者一買再買。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"是復購率的MOT，講的是消費者“使用與體驗”的過程。簡單的講，就是從下單到使用的整個過程。這個過程給消費者的感受是什麼，包裝？使用的場景？使用的感受？哪個關鍵時刻消費者真心讚歎錢花得值了？這都是復購率的MOT。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"四、推薦率的MOT，消費者一傳千里。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"推薦率的MOT，講的就是消費者“關聯與裂變”的過程。簡單的講，就是消費者從使用到推薦的過程。老客戶爲什麼會主動推薦？客人是怎麼變成粉絲的？他對別人推薦時是怎麼講的？那些消費者幫你產品講好話的剎那，就是推薦率的MOT。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"除了通過上面四個維度找到MOT外，我們還可以根據上面四個維度來發現現在企業存在的問題。","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/79/7986a81cf20f8f9e0b1f14ca4d2b6012.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1、進店：在進店之前，用戶的角色是路過者。這時候的關鍵是吸引用戶的注意力。店鋪位置/曝光很重要，畢竟酒香也怕巷子深。產品除了實用功能外，顏值也很重要。一個新品牌早期消費者沒有認知的情況下，你得靠“顏值”，”展現解決問題的方案“吸引他願意進來。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2、轉化：進店之後，用戶的角色就變成了探詢者。這時候的關鍵是獲取用戶信任。產品的試用/體驗 + 銷售的過程靠服務。只有兩者都做到位了，獲得到對方信任了。纔會有一個好的轉化。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3、復購：商品買回家之後，用戶角色就變成了使用者。這時候的關鍵是要讓用戶感覺值了。要麼更好，要麼不同。復購更多考驗產品給用戶提供了比競爭對手更高的價值。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"4、推薦：當消費者感覺值了之後，用戶的角色就變成了推薦者。這個時候的關鍵是讓品牌與用戶建立關係。不僅產品要好，你還需要給用戶一個推薦的理由。比如說獎勵，但獎勵錢不如獎勵特權。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通過四個維度觀察自己的產品，我們要根據側重的維度去深挖MOT，這樣帶來的改善效果最好。商業價值最高。下圖標記了部分MOT落地點。","attrs":{}}]},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/bf/bf0dca6a1aee367c1344752d8af3d2f4.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}