Analyzing the conversion rate of the business: The data analysis process of the Business-to-consumer website

Article Description: e-Commerce business data analysis process.

"Please raise your hand!" If your user conversion rate reaches 5% a day. "If you ask all of China's business-to-consumer websites.

As a result, there is no one to raise a hand.

At present, most of the conversion rate is below 1%, the best to do only to 3.5% or so (for example, to sell books as the main)

I think all of the clients will care about three questions: where did the 97% go? What link does your website turn into a funnel and let incoming customers lose a little bit like sand? And how to overhaul the hidden funnel, reduce the speed of leakage?

Data, this time can be a pair of eyes, can let us see some clues.

The process of decomposing the leaking of the Business-to-consumer

People only know that the conversion rate is not high, but do not know how the customer is lost. A group of users came in the site, they passed the home page, the middle page, product pages, shopping carts and other steps of the settlement, usually they are in these several links how to leave in batches? In fact, this is not no data to check.

Let's look at a picture first.

This data map, I have based on more than 10 years of work experience summed up, generally similar to the actual situation.

This means that, assuming 400 customers arrive at your site, to the middle page (including search pages, categories, promotional pages) only 320 (60%~80%) Users, click on the product page only 190 users, and finally went to the shopping cart only 9%~13% users, this time can not be happy , because it does not mean that these households will pay the money, the only people who will be paid in the end is only 3%~5%.

More difficult to accept is that in this final purchase of the 3%~5% (not including the success of the payment), and finally back to buy again, but also to make a big discount.

After spitting on the tongue, you can check the leaking data on your website after the business is hard to do. Only clear which link leakage, can fill the hole.

Second, to find out where the loopholes in each link

Below, we follow the order of leaking, one link to touch down.

1, three questions home

Most of the home page has more than 20% pop-up rate, probably many people are accustomed to this number, think very normal. If you do a very careful analysis, it may be an unexpected gain.

First question: How many new customers come in every day? How many old customers? What are the pop-up rates for new and old customers?

I looked at the data of the wheat bag, and the package has a lot of traffic to support the home page, if their pop-up rate is very high, it is also very normal. But note to ask, the new and old users of the pop-up rate is the number of different? This is easier to test the basic ability of the website, the new customer's pop-up rate can test a website Rob customer's ability. For old customers, the process of the user experience is not the most exquisite, this is very test onsite merchandising ability, such as product quality and price is attractive.

Generally speaking, if it is a new website, expanding new users than operating old customers more important, the proportion of new and old customers is best in 6:4 (or even 7:3), then the home must have some means to seize new customers.

If the new user's pop-up rate is very high, or the old user's pop-up rate is very high, then the site operators on the reflection, is not the home page design does not care for new customers or old customers.

After three years of the Web site, the proposed new and old users two home page, has been purchased on the site users, there is no need to introduce the site to it, but directly stimulate his consumption.

Then ask the second question, the flow is divided into several large channels to come in, each channel pop-up rate situation?

After the question, you may find that the user from Baidu and Google, the pop-up rate may vary very much. And today's mainstream web site, are trying to introduce traffic, such as Fank today do a lot of promotions, many are not from the "main entrance" (Home page) come in, is "Pang Men" (LP Promotion page) come in, so today attention to the home page, but also to look at the pang men.

For their main flow channel to troubleshoot, it is easy to find, which channel is leaking. It is not difficult to find a solution after finding a sore spot.

Then ask the third question, the home page was clicked most, the least place is there any abnormal situation?

In the home page, the number of clicks unusually high, or abnormally low, should be noticed.

Here, in particular to share a useful "law", in general, the home page "E" (in the middle of e word "one" for the world, the upper part is the first screen of the home page is the most eye-catching place, in this "E" if there is a low number of clicks, it is an abnormal situation, should pay attention, or simply move to "e" Go outside; Similarly, if there is a high number of clicks in the margin of "E", you can also analyze the reason and consider not moving to the "e" above.

Domestic consumer web site is very long, many users may not browse to the bottom of the home page, so "E" the most "one" can often be removed, into the "F" rule.

2, the middle page staying three tips

First of all, the United States with the survey of off-the-shelf data, on the consumer website of prospective buyers, 18% of users have the difficulty of finding the required products, 11% of the users found the product but do not want it, this 29% of the users will basically miss.

Most users go to the home page to start looking for products, the first is to see promotions, the second look at the directory, the third is using search tools. Among them, probably has the 60%~70% user is searches the directory the way to go to the product page.

Ditto, these three channels are to follow the new and old customers separate to see the departure rate, here do not repeat. Here are three tips to share with you.

tip : How to determine the success of promotions, catalogs and search, look at the percentage of users go to the product page, which channel does not go well, it is necessary to improve. How exactly is it improved? Generally speaking, the reason of promotion and marketing, the table of Contents and Purchase Group association degree is larger.

For example, take the product catalog, the handset should be according to the brand, function points, or according to the price to score? The catalogue manager needs to communicate closely with the purchasing manager to understand the market situation. Once, I went to Jingdong, Beijing East has a directory manager asked me how to do a good product catalog? At that time I said I do not have the answer, this I studied for more than 10 years, there is no particularly good standard answer, can only be with the market experience for many years.

If a website front-end things do not good, is the marketing responsibility more. To the middle page, you can follow the table of contents of the conversion rate, the conversion rate of the list of poor will pay attention.

Besides search, the general website is made by Directory Manager + technology. The search tool to find the product users, their own precise requirements, in addition to the search technology (this link with the Product Manager is very large), but also to provide users with the needs of products. Imagine, if a user search out of the page only 3 products, he will certainly judge the site is very few things, if not so consistent with their requirements, leaving rate is almost 100%.

And years of experience in data telling me that, in general, on the third page of the search page to page fourth, the user has not found the desired product, the departure rate will be very large. There are two sharing tips for pages that have a higher rate of departure for a search page.

Tip Two : At the end of the high departure rate, recommend to the user another search path, so that users change the way to find products.

Tip Three : For those who can't find what they want, when their brain is empty, pop up a menu and tell them that 10 people have 9 people who bought a certain product, and may be able to reactivate his whole mind and possibly stay.

Skill three skill two to the user's stimulation is big, but also more risky, if to recommend the product not big enough assurance, the user may turn around to leave.

3, the product page should pay special attention to the user stay time

To the product page, the user does not stay, and product description, quality has a very large relationship. So, pay special attention to the customer stay in the product page time, if many users open the product page less than 1 seconds away, we should pay attention to analyze the reasons. Is this product not attractive? is the product description inaccurate? Ask a few more questions.

In addition, similar to the "collision rate" that traditional retailers like to mention, site operators should know which products are viewed on the final page and which are not viewed by the user.

4. How many products are not paid in the shopping cart?

But there is no order payment.

Many users put the product into the shopping cart, but do not pay. Find the Product department responsible, why so many users in the shopping cart but do not pay? This is a very serious thing for a business website.

Here are three points worth mentioning.

First, many web sites, such as users to order, reminding "please register First", 30% of people may choose to leave. This is really a very ruthless knife, from the station to introduce users to the very hard to get to this step, even to give the user a knife sent him away, how many users of the website to consider whether the need to set up this "reminder"?

Second, if the user does not find the reason for non-payment, you can directly to several users telephone access.

The third is to analyze the relationship between the products that are placed in the shopping cart at the same time.

In short, to the shopping cart, is the site itself and its own than, qualitative more, quantitative less.

Third, consumer customers also have a life cycle

Traditional retail enterprises, it is difficult to know, customers in a period of time to buy a number of products, buy what price, but e-commerce companies can be very clear about the user's purchase behavior.

For a large user, it is necessary to divide the user into three phases: limited to 3 months (some vertical sites to 6 months to a year), only buy enough users, one months to purchase 2 to 8 users, purchased more than 8 users (each site can be set according to their own number of times, The data here is a general rule).
The web site from 0 to 1 can explain the ability to solicit. When a customer comes in, how to do 1 to x (X's specific number, vertical site and the synthesis of the difference, the enterprise at different stages, X will also change) is also very important, different stages of user maintenance methods are not the same. Today, see a lot of websites, from 1 to 3 times, there will be more than 50% users will not go back to lose, and to more than 5-8 times the loss rate will slow down.

How to do X from 1, there are many to discuss, but this article focuses on the conversion from 0 to 1, so it is not launched here. But it must be very certain that most of the users only have the first shopping experience very well before they come back to repeat the purchase. So it's 0 to 1, from 1 to X, it's half done.