How to determine the impact value of research activities on your site

A few days ago, I received a letter that raised questions about an article in my column, the offline impact of the evaluation online study. Tony, a reader from Argentina's Nosteris, asked: "How do companies use the previous http://www.aliyun.com/zixun/aggregation/8713.html to contact offline sales for online analysis of product sales?" "This question has been asked many times. Even if it is a purely E-commerce website, users will not be able to take the purchase action every time they visit. In many cases, users who do not shop online are interested in the product's information. Think about the basic rules of marketing: know-interest-intent-buy-repeat purchase.

To answer Tony's question, there are several ways to solve the problem. such as coupons or special services. The site's coupons or special services are available only on the website and are exchanged in the physical store. This approach is not fully functional and can only be useful for a small number of people.

--matching support. If you ask for online information and then buy and register somewhere else, you can match, see something on the site, and finally make a purchase. This method is either easy or difficult according to factors such as industry and product.

Many cases are based on research and training evaluations. An effective way is to investigate the users of your site, ask them about the possibility of offline shopping, and make them choose between "unlikely" and "very likely" files.

Once you have obtained the user's sampling information, you can use the information to make greater assumptions. You can find information based on the type of content users browse, the way users are contacted, and the classification of users, who have different off-line behaviors and conversions. This is an effective way to understand what users are converting on your site.

By asking the user about the possibility of buying, you can make more accurate guesses about how much of the user's access is converted to offline behavior. You may be making predictions more conservative, but now you have data to make better predictions.

Another way: Do shopping after the survey. Of course, if you register after shopping, you can investigate and ask about the business or manufacturer Web site you are visiting before you go offline shopping. You can ask what the role of the site in determining the shopping process is: what do they get from the site? What is easier, what is harder, and what drives them to make a purchase decision?

The key is to do the above and then, as a team, decide which assumption you are satisfied with and make repeated visits. The off-line behavior model based on website access and experience has been recognized by most enterprises. Too many businesses are analyzing user behavior and experience.

By spending some time researching the value of the Web site's access and its offline impact, you'll be surprised to find that your role in offline activity is underestimated.

(Original starting on October 7, 2008; Compiling: Song XI)