How to improve the conversion rate

In fact, the key transformation path analysis of the Web site is a very important part of the Web analytics, and probably most of the site analysts spend a lot of time and effort on this, hoping to find the best path to change, because optimizing the key transformation path is also equal to increasing the conversion rate, And then improve the website revenue. So, especially for e-commerce sites or paid service sites, critical transformation path analysis becomes very important. Here we recommend a very image of the data presentation-funnel model, can make each step of the transformation looks very clear.

Since the definition and calculation of the critical path and conversion rate have been introduced, this article is no longer cumbersome, here just want to share some of the recent time in the statistics of critical path of data on the characteristics of the performance of some of the feelings, do not know what you see the day-to-day thinking is the same.

In fact, the optimization of Web site transformation path is nothing more than a sentence: simplification, diversification of the key transformation path.

Simplified transformation Path

The simplified transformation path is more discussed in the Key transformation path analysis and optimization in recent years, and most websites are doing it in this direction, and also bring good effect. A simple look at E-commerce Web site transformation Path Simplification process:

The first is to put the cart into the optional step, instead of the required steps, a shopping cart can be convenient for customers who buy a variety of goods, because it is possible to unify orders, that is, to complete an order completion and confirmation, and for a user who buys just one item, it is obvious that the step in the shopping cart is a drag, Just take the merchandise and the checkout is over.

In addition, some time ago on the internet to discuss a lot of the simplification of registration and login steps, users choose to shop and choose to become a website member is completely different, why buy things must first register to become a website user? Like you go to the supermarket to buy things why must have a membership card. Of course, registered to become a member of the website for your next purchase to bring a lot of convenience, for the site, only the user registration to build a complete CRM system site, the user's tracking analysis and user retention, so once registered login is the necessary steps to online shopping. But with the advent of last year's group buying sites, users to go to each website consumption to register again feel tired, so there is a simplification of the registration of the discussion, after all, to bring direct benefits to the site or the user's purchase behavior, there is no need for registration steps because of the existence of the potential consumer users.

The path of diversification transformation

In fact, the above "put cart" from the necessary steps to the optional step is a transformation path diversification of the realization, this flexible choice to meet the purchase of individual goods and buy a variety of goods user needs; But here is another form of diversification.

First of all, simply look at the transformation steps above, which are the necessary steps? goods, orders and payments, which represent information flow, logistics and capital flow, are required (for some virtual goods that do not require logistics, order steps can also be omitted, this is not considered). So the simplest conversion path should be:

Compared to the simplified steps above:

Without a step to browse the Product Details page, let's not discuss whether this step is necessary or not, what can you tell us first?

Just the company's products at the same time provide the above two transformation path, you can analyze the two paths through the data which is more effective. The simplest path above may be called Path 1, the following is called Path 2, first look at the user's choice, how many users choose the path 1 to complete the purchase, the results of the data is about 50%, that is, the choice of path 1 and path 2 users almost equal; look at the transformation from "confirm order" to "complete payment", This is the two path all have transformation, the data shows the path 1 conversion rate is higher than the path 2 high 30%, may see the Choice Path 1 user to have the clearer goal, is in order to complete the purchase; that's not if you only provide a path of 21 choices, Those who have a clear purpose for the purchase even if the path 2 will be the same as the path 1 conversion quality? This is obviously impossible, once the transformation step more than one step, will certainly be more or less with some users of the loss, the data show if only provide path 2, the overall conversion rate is lower than the provision of two path 20% or so, Therefore, for this case, the provision of two conversion paths for the overall conversion rate of ascension is obviously effective.

Of course, the results of each data analysis are based on the operational environment and the characteristics of the product business, and in different business models the exact same analysis may result in completely different results. So need to the above data environment to make a note: Mobile Internet network environment makes users request a page more cost is relatively high; the product specification is more uniform, the difference is small, the quality is more stable; the operating commodity price is low, the risk for the user is relatively low.

Now to answer the question above--is the product detail page required? Users are always looking for the simplest and most effective way to reduce costs, but at the same time they worry about the risk and different users ' attitudes to risk vary, such as the operating environment, when the risk is relatively small, There will be a considerable number of users who choose the most simplified transformation path to meet their own needs, while those more rigorous users have more options to shield the risk. So the diversification of the transformation path refers to a variety of transformation paths tailored to meet the needs of different users according to their own products and business characteristics. Assuming that the home page also adds such a "Buy Now" button, do not know how many users will choose to click on these buttons:

Finally summed up nothing more than a sentence: give users more choices. Or the theory of the User Center, not because of the site's own needs and to create additional trouble and burden to users, to give users more choices and freedom, as long as users participate in, is to create value for the site, and the essence of the existence of the site is nothing more than reflect its due value.