The analysis of the significance of the station four classic questions of the Stone Congress

The atmosphere of the stone conference has been very warm. In the analysis section of the website as a guest, I answered four questions from the audience altogether. And these four questions are very classic, has the representative, I have the urgent mood to share with the friend. However, each question is not so simple to answer, I am ready to divide into two articles serialized, please dear children's shoes After reading this chapter patiently waiting for the next.

First question:

A front-row friend who makes E-commerce sites suggests that he also often looks at the data, but the data is just data, and there is no way to find anything from the data to further help his business. He further asked, web analytics is there some models and methods that can be used directly?

That's a great question. This is the common aspiration of many site owners-we need data, but what do we do with the data? And, this is the value and role of Web Analytics!

　　

I've always maintained that tools are important, but the mind that uses them is more important. In order for the tool to play its due value, we should master some of the most basic ways of thinking--the way it does exist. That's what the right picture says. The picture is so simple, but so deep, I even see it as the yin and Yang Taiji in the website analysis. Yes, we have three things to do after we get the data--look at the trends, see the breakdown, and view the transformations. Then, we combine the three 22 to see the breakdown of the trend, the transformation of the subdivision, and to see the trend of transformation. It looks like it's just 6 things, but it's a variety of applications and can tell us a lot of valuable information. With this diagram, follow this mode of thinking to operate, web analytics can really help business.

For example, E-commerce is the most concerned about the sale of goods, the core is the commodity itself. Then through the analysis of the website, using the subdivision of the transformation method, we can know that may not be aware of some of the special properties of goods. 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:

　　

Getting this diagram doesn't require complex mathematical calculations, and you just need to use a metric of the Web Analytics Tool-page View of the product pages-to get the picture. But the value of this picture to us is enormous.

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 bit of a promotion? If it's a fat-skimming product, it's OK to stay where it is.

Is that a little interesting? In fact, just such a simple two metric--page view and sales volume, it can tell us so many strategic things. This is the power of transformation and subdivision.

If we add a metric, which is the size of the pie in the figure--the price of a commodity--then you can tell us more information. In the picture, the bottom left corner of the commodity price is the highest, then, is not the price is to let it sink the important factors?—— worthy of the product manager to dig a good deep. Similarly, trends can also give us a lot of stories and discoveries. I'm going to save it for my first time at the club. Please look forward to Oh!

Second question:

This problem is a SEM promotion of E-commerce site friends put forward. The story goes like this: his website attracts traffic through SEM, and then there are 400 toll-free calls on the site to accept the sales intent (Leads), but he found that his SEM was particularly expensive, and that the resulting Leads conversion was particularly unsatisfactory-a lot of money, actually ineffective. He wanted to ask if the Web analytics could help him.

Classic question, I can't help praising this guy! Isn't that the other question we ask ourselves every day?

My answer is: Web analytics can help you too!

Of course, your problem is actually not a problem, we need a variety of ways to battle.

First of all, this site has been put on SEM, but very expensive, so also to solve the SEM investment return (ROI) problem.

Second, the site is fundamentally about transformation. So this is to solve the problem of poor flow rate conversion.

Finally, does the SEM strategy have anything to do with the final transformation? is actually the intersection of the first two issues.

You see, such a question, in fact, is three classic situation, how wonderful ah! Then we also answer one by one.

I.

Many a lot of websites pay for SEM, how do you measure the effect of SEM? Click through rate (CTR) right? In fact, CTR is important, but it is only the first step in a number of transformations. We also have the industry often say two jump, triple jump ... and N Jump. With these jumps, we can work out the transformation of each SEM keyword in the process of jumping, and then measure which keyword is good enough to jump, and which jump does not move. I believe this method has been used by many friends.

Another model is that you can measure the effect of different keywords by completing the cost of the key jump (conversion) rate. For example, the same jump to the third jump, a keyword 3 yuan each, b keyword 10 each, in general, you know which keyword to cast more.