Talking about conversion rate

Today we have some concept of science, and always found someone wrong. This is the "conversion rate".

Electric is a formula

Taobao for so many years, this is my bones in the idea. I have been in the "http://www.aliyun.com/zixun/aggregation/8338.html" > Play changed the book has been mentioned a lot of formulas, the field of electricity, as long as the pursuit of profit, then can use some formula to decompose.

The simplest example is the one below. Sorry I'm a science and engineering background, I like to deduce the formula, but it's clearer.

Therefore, when I diagnose the electricity quotient and the shop, I often list the various sources and transformations of the shops, then judge the transformation of each step and whether the data is in the normal range, so it is easy to find the root cause.

conversion rate is the focus of the pursuit

The above complex derivation, we see, is that both the flow guide and the purchase, there are various conversion rates. This allows us to know the steps of transformation. For example, the ads to guide the flow, we need to know how many times the ads will show, and then the ads click-through to the store transformation, and then, this group of people will not buy also not necessarily, will produce a purchase conversion rate ...

So these are all information on a chain. There is a problem will not be normal, such as a high rate of time, is often cheated click (such as sexy pants), that must lead to the conversion rate of the page to reduce.

For electric dealers in the efforts of things, but often go to the side, such as they will reduce customer unit price, improve the number of display, which actually does not guarantee profits. Some people say, this call hit the market, I have always wanted to say, do not make money to play what the electric dealer.

In other words, I think the key point that the electric business pursues is undoubtedly the "conversion rate", the transformation is higher in each link, have the real meaning.

conversion rate must distinguish who to convert to who

People often ask me, their conversion rate of 2% How, I always ask to go back to who the transformation? "So, be sure to be clear, since it is" transformation ", there must be a change from A to B, which is b divided by a.

and the corresponding B, is generally a behavior, such as purchase, such as registration.

We take Taobao, Taobao itself in the station transformation there are many species, the most often see is the following several.

This is the typical Taobao browsing path, all the transformation is in a path to calculate. There are several transformations in this area.

Every day to Taobao has tens of millions of people, of which purchase millions of single, so the whole station purchase conversion rate in 5–10 bar. At the same time, Taobao operations look from their own search and category page, activity page after the purchase, "buy UV/into the category and activities of the UV" is the category and activity of the purchase conversion rate. Taobao commonly said "UV/IPV_UV conversion rate" There is also an algorithm, that is, "buy the", is to see the category of commodity details page of the people inside, how many individuals finally bought. For example, women's category, conversion rate is about 6%. The shop looks more different. Look at 100 people point to shop or shop merchandise, a few people bought. This proportion is strange, not similar to different levels of sellers, the gap is very large. The conversion rate of other people's home is also the key point that sellers ask each other.

So, be sure to be clear, who converts to who, not the same path conversion rate, contrast does not make sense. For example, you take the ad click conversion rate and store purchase conversion rate is higher than, it is meaningless.

the decomposition of conversion rate, determine the direction of Operation

Conversion rate decomposition, I directly with our mushroom street, such as the site examples. Because the end of the year for colleagues to break down the task, just tidy up the following figure.

The figure can be seen, mushroom Street browsing-purchase path, there are "stroll in Mushroom Street" and "Go to Taobao buy" two parts.

"in the Mushroom Street stroll" Part, the user enters the homepage or the promotion page from each kind of channel, enters the waterfall flow the chart wall, this is the first step transformation, basically is 100% will enter the waterfall flow. Then users see a lot of shared goods, turn over, see their favorite point in, enter the details page, this is the second step of transformation. Enter the details page, judge the information feel really good, click "Buy", jump into Taobao, this is the third step transformation. After Taobao, buy, this has the fourth step transformation, to Taobao after the purchase conversion rate.

Therefore, the purchase conversion rate of the whole station is very easy to calculate, four conversion rate multiplied on the line.

Put these in such detail, for what? is to share our efforts in the direction of operation.

Back to Nature, the business site such as Mushroom Street, in order to solve the user "What to buy" problem, and ultimately hope that users can produce the purchase, right? Then, the whole station conversion rate is very important. If now 1 million people a day, the whole station conversion rate is 4%, that is 40,000 single AH.

Therefore, we put the "whole station conversion rate" task broken down, to find ways to improve the conversion rate of all links.

To improve the conversion rate of users to the wall page of the Mushroom street, it is necessary to increase the content of the guide, so that users can easily point to the picture wall. To improve the conversion rate of the wall page, it is necessary to make the goods on the wall new, good enough, enough to be liked, but also to consider all kinds of waterfall flow mechanism, recommended mechanisms and so on. If this place is like a forum to rely on the top and editorial recommendations, it is certainly not reliable AH. At the same time, to consider to the user "not to do" and "wish to smell the details" of the feeling, to attract users to see the details. Right? To improve the details of the page to Taobao conversion rate, it must be in this page before the win "like", mushroom cooler based on like, the possibility of buying a lot more, and then let the mushroom cool feel in this more relaxed and have a sense of community (such as discussion). Then, be sure to make the obvious button that we want her to do, that is, buy. Also remember that this may be a single user access path on the last page of Mushroom Street, we can not let the user turn off, so in the bottom of the page next to the wall, is the way to retain users. Improve to Taobao after the single rate, it is not we can directly control. So mushroom street must be in the mushroom cooler point "buy" button to jump to Taobao before, let the user "already think well", to Taobao just to "pay money". Although this is difficult, this conversion rate is crucial.

See the Web site like Mushroom Street? is to think of ways to improve the conversion rate. What our operations team does every day is to use various mechanisms to control the quality of the goods the user sees on the wall, to get more people to "like" and see the details, and then to "make up your Mind" on the details page.

And the result? Can share the data is, Mushroom Street at present to Taobao after the purchase conversion rate (that is the last step that) on average reached 8%, the individual category is higher, more than Taobao category itself.

The reason is because here is "based on the likes of buying", point to Taobao Product Details page, mushroom Cool has been basically want to buy, to Taobao is "verify" their favorite, rather than "pick".

Combined Guide to Taobao conversion rate of about 35%, combined down, mushroom Street overall conversion rate will be up and down 3%.

The large section above is like a soft text. That's because I have no other case to speak of myself. More because research oneself than the study of others to the actual and have the clout.

—————–

To tell the truth, in Taobao work, has been in the station to study various transformations, we are accustomed to the logic of Taobao, but also familiar with a variety of formulas. So the general data can't hide me.

and to Mushroom Street, can from "for Taobao guide deal" of the "Amoy" angle to see, users browse and deal is not a place, conversion rate concept is different, this is more interesting.

My view of conversion rate, summed up three points:

This field, do not boast, it is easy to calculate. Although there are formulas, the knowledgeable is really not much. Decomposition conversion rate, it is easy to find the direction of effort. —————–

* Special chirp: often asked Mushroom street and Taobao combination too close to the problem, my view is to face the reality, the reality is sold in Taobao, "the whole network marketing, Taobao deal" is not very good. Besides, this is not called "Taobao ecosystem."

Source: http://www.panghufei.com/?p=10869