Li: How to improve the conversion rate of the website from the user experience

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"Improve conversion rate", this is a lot of webmaster friends the most concerned about the topic. This aspect of the theory, experience, discussion is also more, I think the conversion rate and user experience is closely related, one is to pay attention to experience details, the second is to pay attention to experience feedback data, all with data to speak. The author spent three months of time, the same content two, but the Web page organization structure is different, more accurately is the user browsing experience different websites, has done the contrast analysis, ignores the keyword, the antecedents and so on the premise, calculates each 100IP conversion rate, discovers its conversion rate to have 10 to 20 times times difference. To this end, comb out how to improve the conversion rate of the three key points, they are related to the user experience, for the majority of webmaster friends see.

Point one: Scientific visual focus is the first step to improve the conversion rate

To the author of the 2 Taobao customer Guide Station For example, shopping Guide station is to allow site visitors to buy a certain goods or services. So how to let the user's eyes more stay, pay more attention to the page area we expect, there is a lot of detail exquisite. The author of the two pages of the same content, but the Web site to organize different sites do the data comparison. A site on the home page recommended 34 kinds of merchandise, and attached a more detailed description of the page length of 5 to 6 screen. B Home A total of 8 recommended products, also accompanied by a more detailed description of text, page length 2 screen. As a result, the conversion rate per 100IP is 0.25:1.2, that is, the conversion rate of a site is only about One-sixth of the B site.

Misunderstanding: The page recommended too many items, highlighting not enough, so that buyers "dazzled." Webmaster are often too enthusiastic, in fact, for users, too many choices and no choice is the same. It is estimated that a user spends 8-10 seconds on a screen page. Too many too small "tofu block" type column plate, it is difficult to arouse the attention of users focus.

This key point optimization suggestion: The author recommends the webpage content structure modularization, namely the commodity picture, the descriptive text, the related webpage article composes a big banner area. This way in a large area can display merchandise pictures, descriptive text, users to share information, related article links, forming a content-rich theme, enough to cause viewers to scrutinize, but also conducive to SEO effect. Practice has proved that this is a good method. In particular, the author advocates to give up flash animation box, paging tab, such as information display, the reason is very simple, because they show the way the information is not direct.

Point two: Thinking guide, persuading the user to decide

The website transforms the user, relies on is wins the user the approbation. This kind of recognition has the trustworthiness factor, the brand factor and so on many kinds, here I mainly talks about "the persuasive" question. According to the author testing, visitors to the site are often not the right idea of people, even through the long tail word in the user, the urgency of their purchase is not necessarily strong, they have been online "stroll", or said in the comparison, hesitate. The organization of a large banner area, as we mentioned above, is critical.

Misunderstanding: A product picture, a price, plus a name, it constitutes the whole of the recommended information. Although this kind of information saves page space, it is difficult to form "persuasive power". Unless the user knows the product very well, the probability of clicking is very small.

This point optimization proposal: Users buy a product, in the brain have a decision-making process. There are at least 4 questions: "Is this product suitable for me?" is the product of good quality? Is this commodity in line with the consumer trend? So, webmaster friends, please answer these four questions in short, accurate, clear words or sentences on your page. Your message "persuasive" is formed. As a result, a Web site is illustrated with a regular price tag, while the B site uses a detailed, evaluative description, including an accurate description of the above four questions. The final comparison results, the conversion rate per 100IP ratio is 0.15:1.3, that is, a site conversion rate of about One-nineth of the B site.

Point three: Streamline steps, one more middle page, at least 20% loss of

All people are inert, afraid of "trouble". The middle step is multifarious, this kind of problem is outstanding on some Taobao guest website. The author has always believed that Taobao guest site should be the most direct, most convenient way, the user delivered to Taobao. Taobao passenger station to stay for a shorter period of time, the more success, the more successful, should be so reached the purpose of traffic import.

Misunderstanding: For example, a Taobao guest site, click on merchandise, jump to a Product information detail page, rather than jump to the real Taobao purchase page.

This point optimization suggestions: Click Taobao Passenger Station a connection, should jump to Taobao merchandise purchase page or shop home page, rather than the site of the merchandise details page. This cancellation of the inside page, although the site included on the page has been reduced, but the weight is concentrated in the homepage of the site. Moreover, these included in the page generally do not have a good ranking, included in the flow is not much, the effect is not large, but the loss of 20% conversion rate, it is not worth the candle.

The above viewpoint is the author opinion. User experience is a very meticulous, but also very subjective things, only through detailed data comparison, can make scientific choices and trade-offs. The conversion rate of a website is highly correlated with the user experience. Test reports from inside Baidu show that when your user experience is only 5% higher than your competitor's, your market will improve by 20%. So webmasters can not underestimate the importance of user experience. This article by the www.51bbshuang.cn webmaster feeds! Welcome everyone to do more with me to communicate, my QQ number: 133686088. Thank you.