How to conduct site analysis of group buying website (i) understand the characteristics of group buying website

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Preface:

This is a very real problem, domestic group buying sites such as springing up, homogeneity strong, fierce competition. Do a good job of Web site data analysis, and constantly optimize the conversion rate is one of the required internal strength. This is a subject that makes me feel stressed. Because not only the subject itself is very specific, but my idea of doing this series is to put aside the methodology, from the execution point of view, write specific to the code, can be manipulated from a-Z.

From Beijing to see Semwatch friend @ a hit butcher let me start to do this series of ideas, to the current real pen has been more than a month. The final decision to write was on the 10th trip to Lyon on the train to take the directional crossing. When looking out of the window was pulled out of the scenery when I know the front waiting for me will be 2 days with more than 10 kilograms of luggage non-stop mountain down to find a fixed point of the arduous journey; when I look back in the car and open my notebook and write this topic, I know what challenges and risks lie ahead for me? Of course I know, so let them happen now. , you are welcome to raise questions and comments! (also welcome friends working in the group buying company to present your needs and cases, via comments or via email: Hailongxia at gmail.com).

Temp directory (the part that may be written, change at any time)

1-Preface

2-The characteristics of the group buying site

3-Data requirements and tool requirements

4-if Google Analytics, tracking plan

5-Transformation Analysis

6-Advertising and flow source analysis

7-crm Analytics, especially mail marketing

8-behavioral targeting

9-Dynamic Report Example

Preamble

1-Advertisement: The author of this article, the first www.SEMWatch.org

2-statement: The day bank does not have the work experience in the group buying website, has the rhetoric suspicion

3-Disclaimer: please click here

4-Reference: American group NET, handle NET and high peer net

5-Expansion: Semwatch on the content of group buying, including Gaoge and Yesweet analysis

The characteristics of group buying website

Compared with other sites, the following characteristics of group purchase site is that we do not avoid the site analysis of the problem:

1-Regional Strong:

Most of the products are strong regional, and the content of the site is organized according to the city. For example, the United States and handle nets to each city assigned a two-level domain name, while the high-peer network is the use of Groupon model, the city is concentrated in the/deals/directory below. Also for the same reason, large group buy all without exception has a choice of city tools and a special city list, such as the United States, the default home page is a list of cities, high friends in the first visit when the homepage pop-up layer in the city select list.

　　

From the perspective of consumers, the influence of regional factors on their purchasing decisions is self-evident; from the organizational structure of the enterprise, both regional managers and department heads have sufficient reasons to pay attention to the information of each city.

　　

Tips: When Web analytics tools are selected and installed, you need to consider how to collect and organize data in cities. The city is either a dimension of all the data or a complete stand-alone report file (the reporting suite or profile).

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2-Timeliness Strong:

In addition to using eye-catching discounts to attract people, limited/limited snapping is also a magic weapon to urge consumers to buy. Each page has its own validity period, after the end of the transaction into a "futures transaction", but the URL does not change. Hermitage Group, handle on the home page displays a list of items in a slightly different way, high peer on the secondary home page directly show the latest transactions, of course, each transaction also has its own URL address.

US group current trading URL http://bj.meituan.com/deal/582484.html US group expired transaction URL http://bj.meituan.com/deal/582484.html Peng Current transaction URL http:// Www.gaopeng.com/deals/beijing (this link is the same as the link below for the duration of the transaction)

http://www.gaopeng.com/deals/beijing/20110625001/1431670332

Peng Expired transaction URL http://www.gaopeng.com/deals/beijing/20110625001/1431670332

In the effective period of the transaction on the page, the purpose of the website is of course sales transformation; But when the page is reduced to a "go-deal", how is the value of the page reflected? What are the features of the visitors to this page?

　　

Tips: You need to use the Web Analytics tool's configuration to distinguish between valid and expired periods of a page to avoid confusing data, and to distinguish between access to two pages.

Question: Is there a group buying website for "trading time" to conduct A/b test to provide data support for the Time-limited method of similar goods?

Question: How to calculate the conversion rate of the website?

Note: The questions in this article will be answered in a later section.

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3-social sharing and viral marketing

Group buying sites, especially groupon.com, rely heavily on social networks to promote themselves through viral marketing, and even argue that the group buying site itself is defined as a social network. The sharing buttons that hang around each group can see how much they value social sharing. But how effective is social networking marketing?

　　

　　

Tips: A complete social-sharing monitoring chain should start with a click-and-Share button and pass the Clickback link until a new user registers or buys. In the observation of each group purchase site detection code installation, I found that some sites have been installed to monitor the code Clickback, but most of the site is still naked, without any monitoring.

American Regiment back chain Http://www.meituan.com/deal/572008.html?utm_campaign=VisitorReferral&utm_medium=sinat&utm_source= ( None) &utm_content=visitor&utm_term=572008

Handle Back chain http://beijing.lashou.com/deal/315171.html

Peng Back chain http://www.gaopeng.com/deals/beijing/20110625001/1431670332

(Note: Back to the chain from Sina Weibo, for visitors through the site Share button spontaneous sharing link)

Tips: Another problem I found is that there are few sites to optimize the default copy of the sharing, most of which take the title of the offer as content; sometimes the copywriting length even exceeds the requirements of the target website (such as the 140-word limit of Sina Weibo); The word action. Although the optimization of this copy represents a very small job, but if we can do in SEM, why not on the SMM?

Question: A question associated with the second article: How should the clickback of shared links be guided when the transaction expires?

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4-Dependency Information push

Due to the timeliness of transactions, group buying sites and a lot of limited time to buy a website, the same as private sales sites, the need to use a variety of channels to push the information in a timely manner to consumers. When communicating with a person responsible for selling a luxury brand, it is true that they can be called "all the Way". Through observation, we can find that the deal push channel of group purchase website includes at least social media (especially Weibo), mail, mobile phone application, SMS.

All three have mail subscriptions

Handle has SMS subscription function

The US group highlights the microblogging and happy subscriptions

The Sina Weibo roster of the American regiment and handle is very strong.

Oddly enough, three don't have RSS feeds (RSS is really dead?) What about MSN status information hints?

No test Peng QQ on whether there is a push operation, welcome to provide information

　　

Compare the emails of the American Regiment and handle (will be analyzed with Peng email):

　　

　　

Tips: We can use analysis campaign common methods to analyze each information push channel, but this is not complete, also need to combine some methods of CRM analytics to dig more information.

Question: What are the push channels? How many subscribers are there in each channel? Can you estimate the number of subscribers that repeat between channels? (Conversion funnel function)

Question: What is the frequency of information push per channel? What is the effective reach? Clickback and conversion rate how many? Reaction rate (total, by channel, by message type etc.) How much?

Question: How much is the information push pressure (pressure) per channel?

Question: Are there any obvious differences in the crowd characteristics of each channel?

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0-High quality of website design

Pure discontent: At present I only see these superficial things, but has been quite helpless. Why is the domestic group buying site is a look? When copying, you can't move your brain to see if you can improve something?

For example, a trading page to do unlimited length: Why not testing, if the use of Ajax to do a dynamic collapsible page, the information layered, will it be better?

For example, the sharing buttons are all stereotyped at the top of the deal, but is this going to be all right? Where do users want to share?

For example, the buy call to action is at the top of the page, but does this match an infinitely long one? The user has to go back to the top of the page when they see the middle or bottom. It's hateful that no website has a button that returns the top. The reason may be simple: there is no such button in the groupon.com. Testing what about a dynamic call to action button? When a user wants to buy a wish at any time can see the click of the button at any time, without needing to return to the top or continue down, forget to buy.