Research on the problem of Web site transformation in Network Marketing

Network marketing is to do is the return on investment, the emphasis is the conversion rate. That is, to test whether our marketing success, whether reasonable, for the corporate website of its own profitability has been promoted. Recently in the study of the transformation of the problem, quite a lot of experience, by the sense of this article. This paper mainly talks about the transformation path and the conversion distance.

1. Transformation Path

After a lot of research, the snail found that the site's users in the completion of a visit to the transaction process will be through a series of page access, from the visitor to enter the first page to complete the order, or complete the download ... And so on a series of actions to achieve the site's transformation target path. And most of the deal users will have a similar path, with a certain law, like the keyword, after a long period of observation will find some key words in the visitors to the probability of a deal, this is the so-called high conversion rate of the key words. So I also call it the smooth path of transformation, which is that visitors who pass through a series of visits will often complete the transformation, and they are able to reach the target page of the transformation, and the information they receive on these pages helps us to achieve the goal of the website.

In the analysis of such research, the most essential is to explore a smooth transformation path, so that the conversion rate of visitors to improve, we want to provide a series of content for visitors to complete the path to reach the target page, and then in the design of the site also guided by such a visitor's access path, in order to achieve our goal of transformation.

A variety of different types of Web sites, the conversion path is not the same, that is, different Web sites to provide content, and to complete the transformation before the user want to understand the information is not the same, whether the content or form, have a larger difference. The concrete operation thought still wants to return to the user's analysis, the user visits the website The goal is what, they want to understand what content, they understand this information the order is what? This also involves the user's level of information needs, that is, for visitors, their original website for the enterprise products, services ... When knowledge or cognition is not the same, we should not allow every visitor to start with some initial information, and perhaps many visitors will leave in the boredom of reading the information they don't need to know. So we have another problem, which is the problem of conversion distance.

2. Conversion distance

Through the site of a large number of visitor behavior analysis, we will find that some will soon complete transformation, and some need to visit a large number of pages to enter the transformation process. This is fully explained that the different visitors to the site information requirements are not the same, they need to know a lot of information, others do not need. And what we want most is for them to complete the transformation as soon as possible to achieve our goal, so we need to understand their conversion distance, as soon as possible so that they reach the most needed to visit the page. Usually the shorter the conversion distance, the lower the probability of losing the customer, but the page content requirements are also very high, because they have access to the page at least, it is much more difficult for them to get all the information they need on these few pages than through more pages to get the information they want, because a lot of pages can satisfy the integrity of information, It also brings some redundant information at this time.

If the conversion distance is too long, the loss of customer probability will increase, just like many shopping malls meet customers pick the most powerful, try to wear the most clothes, but the more difficult to deal with, in addition to a small number of customers would have liked to have only try not to buy the hobby, it should be and here to talk about the transformation path is too long, distance to transform the target far, Because they choose to choose, found a lot of problems, a lot of a little bit of dissatisfaction will be magnified, resulting in the loss of orders.

So to the site to complete the transformation target well, to explore the flow of the transformation path, the optimal conversion distance, of course, these are in-depth analysis of user needs and user access behavior based on the research can be obtained, often visitors to the path of access to explain what they need, of course, first of all, we give them the choice, And we can help by providing search, documenting search requirements, and understanding the information they need to improve the way we transform our web sites.

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