How to analyze the conversion rate of online sales website

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Now all kinds of online sales Web site development is in full swing, for such x2c sites, analysis of the site's sales conversion rate, improve conversion rate, is a major issue. Today, I put the conversion rate of "path analysis" for everyone to do an introduction, I hope to help you webmaster.

The basic idea of "path analysis" is to create a logical path to analyze what visitors to the site have done in the process of completing a "transformation" cycle. This path generally includes: (1) Learning/searching, (2) browsing information, (3) Ordering goods, (4) Settlement/payment, (5) obtaining/Receiving, (6) using/feedback, and a conversion cycle consisting of these six steps. Path analysis, the most important thing is to the website of an online sales business transformation cycle, set up an analysis path, the "transformation" cycle of each behavior (page) in tandem as a whole, including the entrance, Route path, export.

(i) Technical implementation essentials

Creating a path is the logical combination of one or more pages in series. For example, we set up a Web page conversion path to a index.html, it should include (1) home page, (2) Commodity information pages item.html, (3) Settlement Payment page pay.html, (4) Receipt Confirmation page sure.html. These four pages are logically grouped into one path. Through the IP address, registered user name, the site visitors on the four pages of the Click Track record. Record data fields can have IP address, registered user name, page URL, click Time, in the technical feasible premise, can also record some other page information, such as commodity type, commodity name.

(ii) Elements of data analysis

After the data is recorded more important work is analysis, analysis of our established path from the first page to the last page of the continuous click Rate, you can get this path of sales conversion. To our above contains 4 pages of the first conversion path for example, the first index.html on the IP (or registered user name), its click consistently click to the Settlement Payment page pay.html (have to pay the success of the information), we can define the success of the sales transformation. If a day on the first page of 100 IP, continue to click on the Product Information page item.html has 50 IP, continue to click to the Settlement Payment page pay.html has 20 IP, then this path of sales conversion rate of 20% (20 divided by 100), commodity information browsing rate of 50% ( 50 divided by 100, the information browsing purchase rate is 40% (20 divided by 50).

Through this path of analysis, can reveal which link site visitors most easily lost, plus the horizontal and vertical comparison, so that 11545.html "> we have targeted to strengthen the user experience of this link to provide the overall conversion rate of the site."

This article by http://www.medi800.cn Stationmaster Li writes, reprint please indicate the source.