How to optimize the Electronic business website

This is one of the most recently asked questions, and it is necessary to organize them into an article to share. This article discusses the new takeover of a website, not the takeover of a new electronic business site. Therefore, the site defaults to have been operating for a period of time, there are historical data available for reference.

I have always advocated the optimization of Web site based on data analysis, especially the electric business website. At the same time, when doing things, you can add a little intuition. What is intuition? Intuition is the knowledge of one person plus the judgment accumulated by experience. So sometimes dare to believe intuition! (This is the "reading of the Mind," Yao Sir (Lim Pao) on the intuition of the summary, very reasonable. ）

　　Since it is the optimization of the electrical business site, we will be the first to start from the most basic electronic business process and function: the next single payment.

The following 2 basic principles must be followed: simple and flexible.

Simple refers to the entry from the shopping cart-> confirm the goods-> fill in the address-> payment, the contents to be simplified, a few steps to the simplest, can be 3 steps to achieve do not make 4 steps, because every step, will lose a part of the user.

Flexible refers to the 2 point: its 1 to be flexible to users, for unregistered can also be directly shopping, its 2 to pay the way flexible, can support a variety of payment methods, such as Alipay, net silver, financial and so on. One more choice, may be less loss of some orders.

For the basic process of order payment, the results can be effectively monitored by data and optimized. The most typical data model is the funnel.

The purchase order payment process is the first data item and process function that we need to observe before we start to optimize an electronic business website.

　　What are the second features and data to look at? is in-site search function.

Users are like lazy, if your site operation efficiency is very low, will make users irritable, and then lead to bad experience, and even bad word-of-mouth. In-site search function is the user's preferred tool for lazy.

For those who enter the website of the electric business, we roughly divide it into two categories: purposeful and blind-wandering.

In-site search module is for the first category of users born. Whether the search results are accurate and comprehensive, directly determines whether the user stays and purchase orders. Therefore, you need to carefully test the site search function is good, such as the search "LV", whether the search results show all the LV products, if also show the Calvin and so on merchandise, you need to optimize as soon as possible.

In addition, through the analysis station search data, observe keyword search list, will also help you have a clear grasp of user psychology, so as to complete the site structure, promotional activities, and merchandise and other content optimization.

　　Completed the site search function of the data monitoring and testing optimization, next to the third optimization: Site navigation.

Site navigation is mainly oriented to the user group is the second type of blind wandering type. This kind of user generally does not have the very explicit shopping intention, has the most general direction, for example wants to buy a backpack or boots. This type of user's browsing trajectory is generally like this: Browse the site's promotional activities to see if there are favorite goods, if there is, the order, if not, will turn to the site navigation, access to various categories of interest in the page (such as luggage channel), patiently browsing. Through the observation of colleagues, friends and family, I found that women's shopping patience is unmatched, not only reflected in the shopping malls, online shopping is the same.

By observing the historical data of the website, we can find out the classification of the goods which the users are most concerned about, which needs to be emphasized.

　　The fourth concern, we move to the core of E-commerce issues: commodities.

(The following part of the content from sing-song's website Analysis in China, borrow, hehe)

By analyzing the website traffic data and the sales data, we can know some special properties of the goods that might not have been detected. The specific approach is to divide the goods into two dimensions-the amount of attention (which can be easily obtained through web analytics tools) and the sales transformation of goods (i.e., the ratio of sales and concerns, through E-commerce background and web analytics tools can be calculated) to subdivide. After a simple calculation, we can get a picture of the following:

For the upper-right quadrant-high sales conversions and high level of concern, of course, keep the status quo and even give them a little promotion to further stimulate sales.

For the lower right quadrant--the lack of concern, but the sales of good products, is clearly a number of potential profit growth points. With this situation, you can immediately start doing two things: 1. Immediately study why they have such a good transformation, is not because some of the factors that do not pay attention to play a role-we all know that this happens frequently; 2. Give these low focus items more exposure right away, allowing them to increase their focus and enter the star product (upper-left quadrant).

For the upper left quadrant--a commodity with a high level of concern but poorly marketed, it is clear that there is a problem of lack of momentum in trading, and product managers should immediately begin to study how to facilitate the transformation of sales-the problem of shopping carts, the inconvenience of payment, the attractiveness of competitors ' prices, or the lack of promotional offers? Wait, wait. This quadrant, like the one in the front quadrant (lower right quadrant), is a promising place.

The last lower left quadrant------is not liked by everyone, neither the attention nor the sales situation is ideal. So, see if there's a chance to increase exposure, or a little promotion? Or, get a little bit of stuff. If it's a fat-skimming product, it's OK to stay where it is.

Said the user experience, shopping flow, and product optimization, and then the last one: promotional activities.

Amazon based on the intelligent data analysis of the recommendations, we can not do, in China to do the electric business, or rely on promotional activities to stimulate the stimulus. So, we must carefully analyze the previous promotional activities of the data, such as the Activity page browsing volume, into a single quantity, the whole station indirect promotion, etc., you can do a detailed comparative analysis of the table, believe that the data, must reflect a trend, tell you what kind of activities the most attractive, the best effect. Come to a conclusion and do it.

Source: Meki submission, original link.