Analysis of channel model and transformation resistance of website transformation

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Transformation Channel Model:

According to the "flow of Secrets Google Analytics website Analysis and optimization techniques" in the Transformation Channel diagram (8.2.2 Channel shape-figure 8.4,page:134), I redrawn the graphics, basically maintain the shape of consistency. Just remove the dotted section, because feel different types of sites, the transformation of the target definition of different, in order to avoid thinking of the frame, there is no painting. The approximate transformation model diagram has the following several:

Analysis of channel model and transformation resistance of website transformation

Channel A: Represents the conversion rate of 100%, all traffic is successfully reached the definition of the conversion target page. Such an idealized channel is simply impossible to appear in reality. Only one process in the entire channel may appear.

Channel B: is most of the transformation channel, indicating that the flow is gradually lost, the final flow is very smooth and smooth successful transformation, no longer lost.

Channel C: means that all links are evenly a few visitors lost, but also a fairly optimistic model, but also the majority of enterprises want to optimize the model.

Channel D: This channel seems to be better, but there is no clear traffic to increase in the way, is unpredictable and targeted improvements. Indicates that the channel definition is not clear, the flow of the transformation part is initial, or halfway, it is difficult to confirm.

Channel e: Very bad, most visitors lost in the initial access path, indicating that our channel in front of serious problems.

Web site Transformation Resistance

Based on the above transformation channel model, a brief analysis of the possible main factors.

First of all, for a channel, when will such an ideal situation occur? Such a channel occurs when the purpose of the visitor is very clear, the company's Web site does not need redundant information, visitors know what the company's website is doing, directly over the orders, some monopolistic commodities are conditional. For such a situation the main conversion resistance is the inlet flow, the direction of optimization should be how to enlarge the inlet flow. The possible factors are brand awareness, targeting the precise advertising coverage of customer groups, note that if the precise advertising coverage, because if we can not do (in fact, we can not do) accurate, it means that there will be invalid traffic is introduced, invalid flow into the will certainly be left, after the channel will not be the same width, But gradually narrowed it down. may be distorted into BCE channels in some way.

For the B channel model, the possibility of the conversion resistance is that the invalid flow is introduced too much, or the key inflection point is in the reverse direction from the conversion target. For the invalid traffic needs to optimize the advertising matching, and the enterprise products or services related to the needs of the crowd fine classification, packet matching. If we are certain that the incoming traffic is very relevant, then we use the reverse thinking, pushing backwards from the target of transformation to find the root knot of the problem. Because B Channel customer churn takes place near the entrance, can be considered to occur before the scheduled link (to different Web site conversion target definition, process is not the same, but the basic will have such a process, may be the world shopping form, or similar reservations, there are some uncertainties), Therefore, after eliminating the problem of invalid introduction, to find out the problem, we should refine the key transformation path and list the factors in each link. The usual situation may be the page load speed, guide inaccurate, page experience, information completeness (enumerate incomplete, need to according to the specific situation, data observation). For the channel optimization is also relative to the arrival of a predetermined link before the site experience.

For the C model, the basic is a reasonable model, each link has a certain amount of loss, usually means a reasonable conversion resistance, such a loss does not necessarily mean the disadvantage, that is, to enter the next section of the visitor eligibility to carry out a certain review, such as requiring users to verify information, may have lost, But can avoid some malicious registration or other unrelated visitors continue to enter, so as to ensure the downstream high conversion. This situation can be appropriate in all aspects of the test to relax the leak, to avoid excessive reliance on the effect of the channel page.

For the D channel, the increase in traffic on the way is ambiguous, the barriers to the transformation of the channel is not the site itself, but may be other unknown emerging marketing means, perhaps because of other means of promotion, such as micro-Bo and other social media diffusion effect is unknown, on the site problem, there is nothing to optimize the basis.

On the conversion of e-channel, similar to B-model, the difference is in the initial phase of the change is intense, the situation even more near and the entrance, transformation resistance in addition to the site experience factors, may also be with the channel of Singleness, the initial review of the conditions too strict. The most influential factors, the need to improve the problem is many, but also usually a single link problem, as long as the breakthrough, there may be a good transformation of ascension.

Conclusion: In fact, web site analysis is a practice of science, is based on the actual data analysis, is very specific work, rather than abstract concept. Our analysis is a process of reverse learning, not a visitor's true psychological intent, and we are based only on a similar performance to most users. So the conclusion is not necessarily correct, but also need to continue to practice, through the definition of different channels, testing, continuous optimization, will eventually get the best transformation path.

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