Improve the user experience to improve the conversion rate of e-commerce website

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We know that the user experience for any Internet product is very important, it can be said that the life of the product.

For the electric business, the user experience is directly reflected in the conversion rate. Ultimate KPI Purchase conversion rate, split KPI into core task process at all levels of conversion rate.

Simply use the following formula to express:

Purchase conversion rate = Conversion rate 1* Conversion rate Cityinn conversion rate 3* conversion Rate 4 ...

Description: Conversion rate 1,2,3,4 ... Refers to the completion of the electrical network core tasks-the purchase task must undergo the process of conversion rate of each step. With the group Buy network examples are:

Conversion rate 1 = number of users accessing the Product Details page/access to the homepage

Conversion rate 2 = Number of users submitting orders/accessing Product Details page users

Conversion rate 3 = Payment Page Select how many users to pay/submit order Users

Conversion rate 4 = number of successful users/payment page Select the number of users to pay

Therefore, in order to improve the overall electrical network purchase conversion rate, we need to split out of each conversion rate to do a promotion.

How to improve it?

First look at the first conversion rate

Conversion rate 1 = number of users accessing the Product Details page/access to the homepage

The determinants of this conversion rate are:

1, goods and services is the user needs, cost-effective whether to make users satisfied (most important)

2, the first page information structure of the user experience is enough for users in a very short period of time to get the information they want (secondary importance)

3, the market to bring the flow is a high quality group buy potential users (secondary importance)

If you are talking about the work of the branch station business manager and the website product Department:

The first two factors are very important.

The branch manager needs to study local users ' consumption habits, find consumption patterns, and find goods and services.

The optimization of page information architecture needs to study the user's eyeball trajectory, the study of user access purposes and access psychology, the user most concerned about the content in the best way to show, including page layout, page level, page logic relationship, eye movement trajectory settings, while the goods and services of the picture and text optimization is also very important. This is the responsibility of the Product department.

Here's a little bit about the savings Group's homepage optimization:

You will find that the first page of the product picture is the most important, followed by the price, followed by a few rows above the text description. As a result, any information surrounding it is redundant and easily distracting to the user. Careful observation of the Savings Group home page will find that the image of the surrounding information are all trying to be weakened.

As a result, the conversion rate is greatly improved after our revision.

We can look back at some of the big so-called Big Boss Group purchase site home page, in the information architecture there is room for optimization; This is not an example.

Let's look at the second conversion rate, the Product Details page to the order confirmation page

This page will find many descriptions of products, many pictures, the purpose is to try to logically display the relevant details of the goods service, convincing impress users to purchase.

There's a problem here. Because the Product Details page is too long, the user access to the bottom of the page information, has been exhausted, some users will choose to leave, conversion rate decreased.

How to retain this part of the user?

We try to buy at the top of the function shortcuts floating on the display in the middle of the page in the blank area, and infinity close to the top of the purchase button, do not let the user learn from the new, and direct reflex, you can click, you can buy.

So, we have increased the conversion rate in this section.

Third conversion rate, order confirmation page to payment selection page

There's not much to tell

Fourth conversion rate, Payment selection page to actual payment

There's something to share here.

Before, because the pay treasure rate is higher, fast money is low, so, have the product manager to put the quick money in the first place, and will pay treasure in the end, the goal is to let the user too much choice fast money, so that the company in the payment cost can be reduced.

But actually found that more users choose to pay the treasure, but not the choice of fast money.

Two optimization measures are given:

1, will Alipay advance to the first place, and set as the default option

2. The bank will be listed in the Payment Selection page, instead of clicking and then entering the next page display

The optimized effect is:

The conversion rate here is elevated from the previous 8-12% to the 16-20%

The remaining conversion rates are not analyzed.

Finally share a conversion rate two-dimensional diagram for the product department and branch station manager for reference analysis

(Thanks to the savings Group data analyst Li Ruiling)

Horizontal pumping-View product Details

Longitudinal axis-click to buy

This can be analyzed which stations need to be improved? Does the local commodity mix and the words and pictures of the product need to be optimized?

Can you try to analyze it?

Finally, simply say Google analysis of the channel conversion rate analysis, focus on the exit of each step of the page is what? What are the problems with these pages? How to optimize?

Share these first, welcome to explore!