How to optimize the order conversion rate of the Business-to-consumer website

To optimize the order conversion rate of the business website, it can be said that no matter which electrical network product design team (also including UE team and data Team) are required to do, but this project is a large and systematic , then where to start? I would like to share some of my experience with you, Help everyone.

First of all, I mean the conversion rate = The number of successful order submissions/visits, and the success of submitting an order is equivalent to achieving the goal. and subsequent due to payment, inventory, distribution and other factors leading to the final transaction, not to consider here.

In doing all the optimization, you should first on the site's current conversion rate to subdivide, after subdivision, you will understand where to improve, where the highest priority, and may find unexpected data oh. Let's start right away:

1, according to the flow breakdown conversion rate

1 according to the flow of the source subdivision, you can know which traffic is healthy, which flow needs optimization, which traffic is false, and thus dynamically adjust our marketing strategy;

2 According to the keyword subdivision, you can know which words conversion rate is high, thus increasing the delivery, which words conversion rate is low, reduce the delivery;

Flow optimization is the vanguard of the conversion rate optimization work, only to ensure the quality of traffic to the site, follow-up optimization work will be effective, will be meaningful.

2, according to the shopping process subdivision conversion rate

This is the most basic and most commonly used a subdivision, the optimization of website design and ease of use of the effect is very obvious, generally include the following ratios:

Arrival rate: Number of visits to a single product page/all visits

Bag rate: number of times to put in cart/access to single product page

Settlement Rate: Number of successful order submissions/number of cart

So, the arrival rate x Bag rate x Settlement rate = Order conversion rate. You can optimize the conversion rate for each step to improve the overall conversion rate. The specific plan has too many, later has the opportunity to chat slowly. Through the goal setting function in GA, it is easy to decompose the conversion rate according to the shopping flow, and the conversion rate of each step can be displayed through channel image.

3, according to user characteristics subdivision conversion rate

1 breakdown by new and old users

This can be very simple to analyze in GA, you will find that the conversion rate of new users is really low, then you can think of some ways for new users to improve their conversion rate, such as coupons, try to simplify the shopping process or even free to register shopping.

2) Subdivision by region

Different areas of user conversion rates vary, there may be several reasons: Local inventory spot rate, delivery time, brand in the local visibility, as well as local economic and network development level, of course, do not ignore the local network situation, if the speed is slow, conversion rate must not be high.

Above, can be statistics by GA, if your analysis team is strong enough, in fact, according to age, income, occupation continue to decompose, but sometimes the data is not much, and in the fine, to our work has no guiding significance of the data, there is no value.

4. Subdivide the conversion rate according to the commodity characteristics

1) Breakdown by Category

If you are a comprehensive web site, it is important to decompose by category, you can let you know what your site is competitive products are, the most unpopular commodity is what, each category of goods have their own characteristics, so the optimization of the entry point will be different, such as 3C products, specifications, comparison functions, evaluation are very important, and clothing products, merchandise pictures, color size and other information is very important. The above can use the Advanced Group subdivision function of GA to statistics, but there is a prerequisite is that the site URL to be very standard, and can be identified by the URL specific category, otherwise can not be decomposed by category conversion rate.

2) by the attention of the breakdown

In fact, the concern of the commodity is a certain relationship with the conversion rate, but it is not a high degree of attention to the commodity conversion rate must be high, so will be concerned about the high priority of commodity optimization, but also a good entry point to optimize your site, the hottest products, is definitely a good idea. How to get the conversion rate of the commodity? This is to work with your data analysis team to find out how much the product is viewed and how much it is traded.

The above writing so much, mainly want to emphasize the importance of data analysis, only the first detailed data analysis, to find out where the problem lies, to be targeted. In addition, after the data are obtained, it is best to compare with the industry average or competitor to optimize the target. Best, welcome fellow colleagues to discuss together, hope can get bigger inspiration and thought.

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