根据四个商业指标找到MOT

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我们可以将消费者和品牌接触的关键时刻归纳为四大维度，即“进店率、转化率、复购率和推荐率”如下图，这四大维度也是四个重要的商业指标。只有围绕这四个指标进行的洞察与落地，才有商业价值。","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":"从用户体验的角度看，就是一个人在跟品牌接触时，从“觉察与思考”到“选购与决策”，然后是“使用与体验”，最后和品牌产生“关联与裂变”这些不同的体验阶段。","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、进店率MOT，消费者一见就进。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"进店的MOT讲的就是消费者“觉察与思考”的过程。简单的讲，就是消费者进店的原因。如果是朋友推荐，那么朋友是怎么说的？如果是不小心走进来的，那么是什么吸引你“不小心”？消费者说不出原因咋办？那就是问题设计得不对。不要做引导，就问他进店之前在想什么？","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、转化率MOT，消费者一进就买","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"转化率的MOT，讲的就是消费者“选购与决策”的过程。简单的讲，从见到你的产品，到下单购买产品所有过程中的思考，比如参考了谁的意见，对比了哪些条件，感受到了什么。这些都是转化率的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、复购率的MOT，消费者一买再买。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"是复购率的MOT，讲的是消费者“使用与体验”的过程。简单的讲，就是从下单到使用的整个过程。这个过程给消费者的感受是什么，包装？使用的场景？使用的感受？哪个关键时刻消费者真心赞叹钱花得值了？这都是复购率的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、推荐率的MOT，消费者一传千里。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"推荐率的MOT，讲的就是消费者“关联与裂变”的过程。简单的讲，就是消费者从使用到推荐的过程。老客户为什么会主动推荐？客人是怎么变成粉丝的？他对别人推荐时是怎么讲的？那些消费者帮你产品讲好话的刹那，就是推荐率的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":"除了通过上面四个维度找到MOT外，我们还可以根据上面四个维度来发现现在企业存在的问题。","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、进店：在进店之前，用户的角色是路过者。这时候的关键是吸引用户的注意力。店铺位置/曝光很重要，毕竟酒香也怕巷子深。产品除了实用功能外，颜值也很重要。一个新品牌早期消费者没有认知的情况下，你得靠“颜值”，”展现解决问题的方案“吸引他愿意进来。","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、转化：进店之后，用户的角色就变成了探询者。这时候的关键是获取用户信任。产品的试用/体验 + 销售的过程靠服务。只有两者都做到位了，获得到对方信任了。才会有一个好的转化。","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、复购：商品买回家之后，用户角色就变成了使用者。这时候的关键是要让用户感觉值了。要么更好，要么不同。复购更多考验产品给用户提供了比竞争对手更高的价值。","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、推荐：当消费者感觉值了之后，用户的角色就变成了推荐者。这个时候的关键是让品牌与用户建立关系。不仅产品要好，你还需要给用户一个推荐的理由。比如说奖励，但奖励钱不如奖励特权。","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":"通过四个维度观察自己的产品，我们要根据侧重的维度去深挖MOT，这样带来的改善效果最好。商业价值最高。下图标记了部分MOT落地点。","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}}]}