How to do page optimization through small adjustments to improve the effect quickly

Optimization is different from the revision. Revision is based on the original to do a larger change, and optimization is to do small adjustments, rapid improvement effect. However, whether the revision or optimization, you need to consider the following steps:

1. Status of the problem (data, user feedback, etc.)/user research (questionnaires, interviews and other content, as far as possible with the data to see)/Competitive Analysis

2. Combine the above three points to determine the optimization goal

3. Determine the design plan (how to achieve the goal) according to the target

4. Results test (data, user feedback and other indicators)

　　

To the recent optimization of the home of NetEase health products as an example, to talk about how to do page optimization.

　　

Current problem:

1. High Bounce Rate

2. The first screen below the location of the click is very small (the first screen of popular search, efficacy, more than the number of brand clicks)

3. Low conversion rate (but the purchase of commodity categories more concentrated)

Analysis: According to the Click and transformation of the situation can be judged, the problem is mainly in the two or three-screen product recommendation module. As can be seen from the image below, the feeling of the region is very dull, it is difficult to arouse the desire to buy. In addition to the high jump rate also implies: In addition to the first screen of the efficacy and brand, we also need to provide users with some other important content? Let us look for the answer from the analysis of the user and the competitive goods.

　　

User research (The following figure is part of the data):

　　

1. More male users, a good education background, mature and stable, income medium

2. The most important product attributes are efficacy, there are no side effects, brands, prices, applicable people, ingredients, word-of-mouth and other.

3. The purpose of the purchase is to prevent health care and enhance physical fitness

4. Users of the rankings and related recommendations, the performance of the cold

Analysis: From the above, we can see that the consumer health products are relatively rational, the purpose of the purchase is more clear (through the United States to attract no target users the possibility of little). At present, this irregular arrangement of goods is not suitable for the target users, but more suitable for clothing, cosmetics products. In addition, the effect of goods is not outstanding, and not attractive enough.

Competitive Product Analysis:

Currently selling health products, although a lot of sites, but vertical areas do not do a lot of good. But we can refer to and health products features similar product sites, such as the same focus on the efficacy of cosmetics sites (such as the Lok Bee Network, poly-Mei excellent products, etc.).

　　

　　

Analysis: By contrast, we can find that the price of a single product recommendation is more obvious (there are surveys that people are more sensitive to the number, user research results also prove that users are more concerned about the price), the efficacy of more prominent, more structured arrangement. This is consistent with user research results (more specific for purchase purposes).

It is worth mentioning is: the classification of competing goods mainly by product category, and our classification mainly by the crowd and efficacy points (combined with the results of research), then we should give users to provide additional classification methods?

　　

According to previous research results, the user's most valued product attributes are efficacy, there are no side effects, brand, price, the applicable crowd, ingredients, word-of-mouth and other. In addition to the adverse effects of the performance, brand, price, the application of the crowd are on the home page performance, then we need to consider the most is the ingredients.

On the Taobao index, we can clearly see that the composition of the search heat is far higher than the corresponding effect. This shows that the user is very familiar with some popular ingredients (such as fish oil, lecithin, spirulina, etc.), so we really should provide the classification of these hot ingredients, user-friendly choice.

　　

Optimization objectives:

In conclusion, we can conclude that the objective of this optimization is:

1. Reduce Bounce Rate

2. Increase the number of clicks in the following position on the first screen

3. Promotion from the first page to the next single conversion rate (most important)

Design plan:

How to achieve the optimization goal? According to the above analysis, the plan is as follows:

1. Change the display mode of the recommended goods (according to the crowd, efficacy distinction)

2. Highlight the price of a single product, efficacy

3. Add Hot ingredient content

　　

The hot list is our more tangled place at that time, although the research report does not recommend put, but consider many competing products (whether it is health products or cosmetics) site has this module, so in order to secure, or put.

Results test:

1. The bounce rate has not been significantly improved

2. The number of clicks below the first screen is increased (the content of the new component clicks High, which plays an important role in increasing the click rate of two or three screens)

3. Order conversion rate increased by 44% (the same commodity on the home page, the conversion rate before and after the revision is obvious, the effectiveness of the home recommended significantly enhanced)

4. The list of almost no click (new issue)

This will give you a new "problem situation", and then you can cycle through it to consider the next optimization.

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