Virtual Web site Transformation Funnel analysis to improve the conversion of website traffic

In Web analytics, funnel analysis is the most effective and intuitive method. Funnel analysis is very useful for the analysis of closed channels and processes in front of various key goals in the site. For example: shopping flow, registration process, consultation process. The use of funnel analysis in these processes can clearly see the conversion rate and loss rate of each step, and can be targeted on each link to optimize, improve the site's ability to transform traffic. There is one of the most common formulas that illustrate the relationship between conversion rates and site visits and income in funnel analysis.

Suppose a website daily visits the number is 10000, the current conversion rate is 30%, each conversion value is 0.5 yuan. Site visits = 10000 conversion rate =30% income = 1500 Yuan. There are two ways to improve your site's revenue:

1. Improve conversion rate

Site visits = 10000 conversion rate =31% income = 1550 yuan

2. Increase the number of visits

Site visits = 10333 conversion rate =30% income = 1550 yuan

From the above two methods, it seems to improve the conversion rate of 1% and the site overall increase of 3% of the number of visits effect is the same. Is it really the same? What's the choice? Answer the following questions to be clear.

Question 1: Is it difficult to increase the number of visits by 3%, according to the current actual flow rate of the website?

(the base in the example is very small and the real situation may be enlarged by dozens of times times.) )

Question 2: Is the quality of traffic the same? Will the new 3% visits be able to maintain a 30% conversion rate?

　　

Question 3: Will the new 3% hits become a long-term and stable traffic for the site?

Question 4: Can traffic continue to grow as revenue from the site continues to grow?

Question 5: What is the cost of getting these 3% visits? How will the ROI of the site change?

For example: Suppose the cost of each visit is 0.1 yuan

Site visits = 10000 conversion rate =30% income = 1500 Yuan roi=150%

Site visits = 10333 conversion rate =30% income = 1550 Yuan roi=150%

Site visits = 10000 conversion rate =31% income = 1550 Yuan roi=155%

After answering the 5 questions above, I think the answer has come out. The cost and difficulty of getting traffic is higher than the cost and difficulty of improving the conversion rate of the website. At the same time, improve the site conversion rate is a long-term benefit of the site process. Therefore, improve the Web site to the flow of the ability to transform is an optimal choice. However, the traditional funnel analysis is limited to the site closed channel and process analysis, and in many sites do not exist in this natural funnel, more of the situation is open channels or processes, the site of a page with a variety of roles, traffic in the site in all directions. For example, a page might be both a target page and a landingpage page. This situation is difficult to use the traditional funnel for analysis. For this type of Web site, we will use a traffic based virtual funnel, which is suitable for most of the sites without closed channels, the virtual funnel and the traditional funnel, the funnel in the transformation and loss of each step can be analyzed, and targeted optimization, improve the conversion rate of the site.

　Virtual Funnel in Web analytics

The virtual funnel is based on traffic and is suitable for most sites that have a target page or key behavior. Virtual funnel is divided into four parts, 1 Web site total traffic, 2 not jump out of traffic, 3 not jump out and not converted flow, 4 conversion flow.

　　

1, website Total traffic

The total traffic of the website is the number of accesses that the website obtains, this part is the top of the virtual funnel. But here's a special case: if a channel flows directly to the target page as a landingpage, the flow of this channel should be removed.

2, not jump out of traffic

Non-jump traffic refers to the number of visits that a Web site obtains, browsing through more than one page. This section is the second part of the virtual funnel.

3, not jump out and not converted Flow

Non-bounce and not-converted traffic refers to all the visits the site has received, browsing through more than one page, and has not reached the target page access. This part is the third and most important part of the virtual funnel. This part can also be called the Web site of the conversion of traffic.

4, conversion flow

Conversion flow refers to the access to the target page of all the visits that the site obtains. This part is the bottom of the virtual funnel, but also the end of the whole transformation.

Analysis of Virtual funnel transformation

　Conversion rate

The virtual funnel, like the traditional funnel, can also be used to analyze the conversion rate and loss rate, from the last step of the funnel to the next one is the step conversion rate of the funnel (excluding the 3rd, 4 steps). For example: The site does not jump out of the flow rate and the total flow ratio, is the first step of the funnel conversion rate. The ratio of top to bottom (conversion flow/Website Total flow) is the conversion rate of the whole funnel.

　Loss Rate

In the virtual funnel, and the conversion rate corresponds to the loss rate, in the virtual funnel to measure the loss rate of the main indicators are two, bounce rate and exit rate. The jump rate is for the first step of the virtual funnel loss situation. Reducing the loss rate in the first step of the virtual funnel can increase the chance of conversion of the subsequent steps. The exit rate is based on PageView, so it applies only to content analysis in the third step. From which pages does the visitor leave the site before completing the transformation? Finding these pages and improving their ability to transform can directly increase the conversion capability of the entire virtual funnel.

　Create a virtual funnel using Google Analytics

Using the advanced community features of Google Analytics, you can create a report of each step in a virtual funnel. And you can compare the traffic in different steps to the site. The entire creation process is simple. One for the next one.

　　Website Total traffic

Web site full traffic is the default senior group in Google Analytics, select more than one senior group at the same time to compare will be selected by default, do not need to set and select individual.

　　

　Non-jump Flow

There is no bounce rate indicator in the Google Analytics, so non-jump traffic means that part of the flow that jumps out of 0.

　　

　　Non-jump and not converted Flow

Non-jump and not converted flow and the previous non-jump flow set method, just add a set of target completion degree. The settings in the Advanced group are very flexible and can be set to be either less than 1 or directly equal to 0

　　

　Conversion flow

Conversion flow settings and the setting of the unchanged flow is just the opposite, the choice of goal completion is not equal to 0. It should be noted here that there are 20 targets in the Google Analytics, and the targets in the senior group correspond to these 20 goals. Select the target number for the setting when setting. Otherwise it will not work. If you set multiple targets in a profile at the same time, you need to add each goal to the set.

　　

Article Source: http://bluewhale.cc/2010-11-14/virtual-funnel-of-web-analytics.html