I was in the group buying network these days (iii)-4 power network core Point-in-time conversion rate

All of the site operations KPIs here are important, but I want to point out that, as the electronic business site, the core KPI is the conversion rate, including the overall sales conversion rate and the conversion rate of various items.

We specifically for the conversion rate and UV sensitivity analysis, see the following figure:

Sales conversion rate of 1%, the month sales will increase by more than 40%; With the data from the July point of analysis, the increase of 56%.

Obviously the 1% growth of the UV number will not necessarily lead to 1% sales growth.

Sensitivity testing

Service charge

Growth

Now

￥104,892.3

-

If the conversion rate increases by 1%

￥163,650.4

56.02%

So the core of the kpi--sales conversion rate is determined by what?

Look at the picture below:

Here, the increase in conversion rates that can be controlled by departments is:

Marketing department: Each promotion channel and the market activity brings the user whether and the website potential buys the user to match, the marketing cost is lowest. How about ROI?

Product Department: Home page to the commodity Details page to the shopping cart page shopping cart page to pay the page to pay the page to pay the success of the page of the conversion rate, exit rate, including a comprehensive analysis of residence time, to maximize the Optimization problem page information structure and interactive process.

Technical Department: The website function fluent, does not go down the machine, does not appear the bug, does not affect the user to visit the purchase task

Customer Service services: Complaints about complaints satisfaction/complaint total number of complaints

The branch station expands the department: Whether the goods and the service is the user needs, its price/performance is attractive enough

Let's take a look at the daily, weekly and monthly reports.

What are these reports looking at?

The answer is to look at the trend, look at the variance, and find the reason for the game.

For example:

Take a look at the daily newspaper, in May, 360 group buying channel changed the API rules, resulting in a lot of group buying site included in the number of reduction, resulting in a decline in traffic; At that time, because of their own product text editing and communication problems, failed to seriously deal with the 360 included in the rules of change, also led to our near 20% Drop in traffic.

In fact, through our daily promotion path subdivision chain monitoring, it should be discovered the next day, which will soon be able to solve this problem, reduce unnecessary losses. But at that time this kind of daily promotion path subdivision chain monitoring has not been able to establish.

Improve the user experience of the website with the analysis of conversion rate

The conversion rate analysis can be used Google analysis of the electricity business projects.

As shown in the following figure, we can see the index of the individual conversion rate given by the Google Electric Quotient analysis report.

Home to Product Details page

Product Details page to Cart

Cart to Payment page

Payment page to payment success

Then the overall sales conversion rate is composed of these share conversion rates multiplied.

Let's take a look at one day's conversion rate Analysis report.

What research and analysis do we need to do from this report?

First, the first conversion rate, the home page to the product details of the conversion rate; This conversion rate explains whether the information structure of the home page is reasonable, and whether the user can easily find the commodity information they want. In addition, it also explains whether the product recommended by the homepage is required by the user, including categories of goods, commodity prices and related instructions.

Here, we study the first page structure:

We know: At present, our group buying site has nearly 70% of the flow of traffic from the station outside the traffic, and the station outside the flow of nearly 90% are group buying navigation site;

We can imagine: users in the group buying navigation site to see our product and service information, in fact, he has made a choice in the navigation station, what type of goods and services? Beer and skittles or physical goods?

Then, the user came to our website, at this time, the first screen of its computer should be the following information:

Illustrations

Here, the user is most concerned about is the home page of goods or services picture information; This is the first weight information.

You want to ask? Our home page of goods and services, the first map, is enough to show the characteristics of goods and services and selling points? Is it possible to attract users to click on the view?

In addition to pictures, commodity prices are also of interest to users. How to make a bold presentation?

According to the agreed structure, the picture above will have 2-3 rows of product description.

The font and word count are also a thing to study.

Many group purchase sites, including the first group of well-known sites, are bold to increase the font, and can be up to 5 lines above the text.

Let's see, did they get this information to the user as they had hoped?

Let's compare.

We shrink the font, not bold, and up to two lines of descriptive text.

Illustrations

Obviously, the font is relatively small, not bold, more user-friendly information, user experience better.

Next, we look at what is important beyond the important information that these three users focus on.

Yes, location.

Users like the nearest consumer, need to have location information to the user, this is the May revision, we pioneered the first, in the home goods information is very direct and concise marked out the location of the merchant consumption.

At that time, almost no group buying site on the home page has this information optimization.

Site name? Notice？ Campaign ads? Is this information important?

We do not think that this is the homepage of the website, especially in the first screen page information, is important information.

On the contrary, they will cause users to obtain important merchandise information interference, resulting in reduced conversion rate.

Here, ironically, one of our stations, in order to generate revenue, will be a city of advertising sold out, a cosmetic cosmetic business, but also intend to do buoy advertising, which is obviously regardless of the whole station's overall user experience, forget the core of our site is to provide cost-effective goods and services to the user; Of course, after the new edition is launched, I rudely refused.

OK, let's continue to analyze the other useful data of this homepage to the conversion rate of the Product Details page.

See the figure below, the user exits the most page, find it, see what it is the page, which for you to analyze the reasons for a great help.

Let's look at the Product Details page to the shopping cart for this conversion rate.

Again, we need to look at the data, look at the exit page, and look at the details page.

As shown in the figure:

Look at the Product Details page:

The main purpose of the Product Details page is to make the initial users interested in this product know more about the details and to persuade users to click on the purchase.

Here, you have to analyze what users are most concerned about the product information? What logical hierarchy is required? How to show the user clearly?

Let's take a look at a few product information to see how to do a better user experience.

There are several points of knowledge to share:

1, in line with the user's mind

Must arrange the organization text structure according to the user mindset

2, relevance

The relevant information is put together and marked by affiliation or juxtaposition.

Affiliation so expressed

The juxtaposition of relations is as follows

Irrelevant information, not put together, but need to distinguish between primary and secondary relations.

There are several ways to differentiate between primary and secondary relationships:

1, font bold increase

2, Color eye-catching

3, placed in the eye-catching position