Analysis of the ten misunderstandings affecting the conversion rate of website

In the internet age, it is no exaggeration to say that the meaning of the site is to transform. Because every site has its purpose, and that purpose is the result of the transformation we need. For e-commerce sites, portals, vertical types of Web sites, as well as government sites, and so on, each type of site has their clear action and SUM function, therefore, it is necessary to achieve an unusually clear transformation. Let's discuss it together.

The formula of conversion rate is:

This means that in the case of traffic, the factors that affect the conversion rate are the degree of eventual transformation.

Fundamentally, there are only two basic points that affect the ultimate transformation of the Web site: the right person and the right experience. On the one hand, the site will bring people who are really interested in the content of the site, on the other hand, when these people actually come to the site, they need to have a positive experience to push them towards transformation. The two are indispensable, for the optimization of the transformation is the continuous optimization of both.

Loss of transformation, the meaning of the site will be lost. This is just like E-commerce Web site can not achieve orders, portal site No one clicks on ads, my blog is no longer available. It is sad that the failure of the website operator must be avoided. In order to avoid failure, we must pay attention to the key factors that cause these failures, we must eyes, not the same mistakes.

Now, let's take a look at what these key factors (in fact, many of the key "mistakes") are, and how we should avoid them. Please note that all these factors are my personal experience, I believe they represent a very common situation, if you have experience, please do not hesitate to share with us. Now, let's run our tanks and crush these "myths"!

Myth One: Target loses focus

Frequency of occurrence: ★★☆

Influence intensity: ★★★★☆

Everyone believes they have a clear vision of the site. But that is not the case. The site does not really realize the effective transformation of one of the misunderstanding is that the target is not clear or inaccurate.

Where is the misunderstanding? First, the site's goal is not specific (that is, not clear) is a common mistake. There is no clear goal, the subtext is "I don't know what to achieve transformation." This is like AK47 no star, dozen where to refer to where, the site can not have a good conversion to do in return. In addition, the lack of clarity of objectives does not produce clear action and can not help transform ascension.

You don't think you're going to make a mistake like that, but a lot of my friends have actually made it. One of the simplest examples is whether we've ever told ourselves something like this?—— "I'm going to increase my site's sales revenue by 10% next month." This is a seemingly clear goal, with specific time and specific growth. However, this goal is far from clear enough to promote the transformation of the website.

For the site, the increase in sales revenue is indeed the ultimate transformation, but reflected in the site, is driven by what factors? In cases where I have consulted with my friends, the main reason for the increase in sales revenue is that the sales of 20% of the goods (due to the 2/8 law, often 20% of the goods occupy 80% of the sales revenue) , the number of visitors to the site, promotions, peak season and so on. Therefore, according to the actual situation, the goal of transformation should also be different. If it is true to hope that some of the sales of goods to promote revenue, then the goal should be specific to increase the number of these goods sales transformation; If the increase in site visitors is the source of revenue promotion, then the goal of transformation should focus on the capture of traffic; if it's a promotion, So what needs to be paid attention to is the promotion transformation situation. Sometimes, the increase in sales income is the combination of many factors above, it should be more attention to the specific objectives of the breakdown to break.

It is clear that more specific transformation goals can bring more specific strategies to help concentrate on the advantages of resources, only to help take concrete and feasible action, can ultimately help optimize the transformation.

Another misconception of target loss is that it ignores the dynamic nature of the target. Because the goal is specific, so the site does not have a static transformation goal. Some of my friends ' ecommerce websites have just opened, and they are concerned about how many orders are generated every day. This in itself is not a problem, but considering that the site is just established, the more realistic approach is that the initial goal should focus more on traffic, and the goal of conversion should be how much of the effective attention to commodities. It may be harmful to consider the optimization of the order transformation before it accumulates to a certain potential user. And once the site to achieve a certain scale, the goal of transformation should be transferred to the implementation of the order, otherwise it will certainly lose revenue. Therefore, in the right time to consider the right goal is the rational approach to help promote the transformation of the site.

Please remember: the website's transformation goal is not only concrete, but also dynamic. Good goals make a good transition.