The analysis of the significance of the station four classic questions of the Stone Congress

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The atmosphere of the stone conference has been very warm. In the analysis section of the website as a guest, I answered four questions from the audience altogether. And these four questions are very classic, has the representative, I have the urgent mood to share with the friend. However, each question is not so simple to answer, I am ready to divide into two articles serialized, please dear children's shoes After reading this chapter patiently waiting for the next.

First question:

A front-row friend who makes E-commerce sites suggests that he also often looks at the data, but the data is just data, and there is no way to find anything from the data to further help his business. He further asked, web analytics is there some models and methods can be used directly?

That's a great question. This is the common aspiration of many site owners-we need data, but what do we do with the data? And, this is the value and role of Web Analytics!

　　

I've always maintained that tools are important, but the mind that uses them is more important. In order for the tool to play its due value, we should master some of the most basic ways of thinking--the way it does exist. That's what the right picture says. The picture is so simple, but so deep, I even see it as the yin and Yang Taiji in the website analysis. Yes, we have three things to do after we get the data--look at the trends, see the breakdown, and view the transformations. Then, we combine the three 22 to see the breakdown of the trend, the transformation of the subdivision, and to see the trend of transformation. It looks like it's just 6 things, but it's a variety of applications and can tell us a lot of valuable information. With this diagram, follow this mode of thinking to operate, web analytics can really help business.

For example, E-commerce is the most concerned about the sale of goods, the core of the commodity itself. Then through the analysis of the website, using the subdivision of the transformation method, we can know that may not be aware of some of the special properties of goods. The specific approach is to divide the goods into two dimensions-the amount of attention (which can be easily obtained through web analytics tools) and the sales transformation of goods (i.e., the ratio of sales and concerns, through E-commerce backend and web analytics tools). After a simple calculation, we can get a diagram below:

　　

Getting this diagram doesn't require complex mathematical calculations, and you just need to use a metric of the Web Analytics Tool-page View of the product pages-to get the picture. But the value of this picture is enormous.

For the upper-right quadrant-high sales conversions and high level of concern, of course, keep the status quo and even give them a little promotion to further stimulate sales.

For the lower right quadrant-the lack of concern, but the sale of good products, is clearly a number of potential profit growth points. With this situation, you can immediately start doing two things: 1. Immediately study why they have such a good transformation, is not because some of the factors that do not pay attention to play a role-we all know that this happens frequently; 2. Give these low focus items more exposure right away, allowing them to increase their focus and enter the star product (upper-left quadrant).

For the upper left quadrant--a commodity with a high level of concern but poorly marketed, it is clear that there is a problem of lack of momentum in trading, and product managers should immediately begin to study how to facilitate the transformation of sales-the problem of shopping carts, the inconvenience of payment, the attractiveness of competitors ' prices, or the lack of promotional offers? Wait, wait. This quadrant, like the one in the front quadrant (lower right quadrant), is a promising place.

The last lower left quadrant-------is not liked by everyone, neither attention, sales are not ideal. So, see if there's a chance to increase exposure, or a little bit of a promotion? If it's a fat-skimming product, it's OK to stay where it is.

Is that a little interesting? In fact, just such a simple two metric--page view and sales volume, it can tell us so many strategic things. This is the power of transformation and subdivision.

If we add a metric, which is the size of the pie in the figure--the price of a commodity--then you can tell us more information. In the picture, the bottom left corner of the commodity price is the highest, then, is not the price is to let it sink the important factors?—— worthy of the product manager to dig a good deep. Similarly, trends can also give us a lot of stories and discoveries. I'm going to save it for my first time at the club. Please look forward to Oh!

Second question:

This problem is a SEM promotion of E-commerce site friends put forward. The story goes like this: his website attracts traffic through SEM, and then there are 400 toll-free calls on the site to accept the sales intent (Leads), but he found that his SEM was particularly expensive, and that the resulting Leads conversion was particularly unsatisfactory-a lot of money, actually ineffective. He wanted to ask if the Web analytics could help him.

Classic question, I can't help praising this guy! Isn't that the other question we ask ourselves every day?

My answer is: Web analytics can help you too!

Of course, your problem is actually not a problem, we need a variety of ways to battle.

First of all, this site has been put on SEM, but very expensive, so also to solve the SEM investment return (ROI) problem.

Second, the site is fundamentally about transformation. So this is to solve the problem of poor flow rate conversion.

Finally, does the SEM strategy have anything to do with the final transformation? is actually the intersection of the first two issues.

You see, such a question, in fact, is three classic situation, how wonderful ah! Then we also answer one by one.

I.

Many a lot of websites pay for SEM, how do you measure the effect of SEM? Click through rate (CTR) right? In fact, CTR is important, but it is only the first step in a number of transformations. We also have the industry often say two jump, triple jump ... and N Jump. With these jumps, we can work out the transformation of each SEM keyword in the process of jumping, and then measure which keyword is good enough to jump, and which jump does not move. I believe this method has been used by many friends.

Another model is that you can measure the effect of different keywords by completing the cost of the key jump (conversion) rate. For example, the same jump to the third jump, a keyword 3 yuan each, b keyword 10 each, in general, you know which keyword to cast more.

　　

of course, SEM itself is a professional, how to choose key words, how to determine the strategy is a lot of skills and knowledge. I'm not an expert in this field, so you can ask Tony (Liao). However, I would like to say that web analytics can definitely help you understand the actual effect of each keyword. This is actually why Google launched Google Analytics, and why Baidu to pay the root cause of Baidu statistics-is to let you know that you spend money in the end how the effect, so you spend money to spend a steadfast.

Know the effect of how, you can target the delivery, this is not to save money? Isn't that an increase in ROI? From this point of view, web Analytics but directly to help you spend money on the edge.

Ii.

Then, your problem is poor transformation, the SEM to the flow of the general "jump" problem.

This is a classic question.

To jump is not to change. Poor conversion is usually caused by the following reasons (note that the first reason is particularly noteworthy):

1. Keywords (or advertising creative content) and landing page does not match.

It's too common. White Jay Even in the next meeting coincides with the direct give a real example of the hand.

The key word said, "I have discounted merchandise here", but after landing on the page, just ordinary shopping mall home page, also see the discount goods where--and then the visitors angry disappointed immediately away. The reason for this is that when you buy keywords, you only notice that you want to attract visitors, but ignore that they actually "go".

Never let visitors (each one of your potential customers) disappoint. Match, must remember match!!

There are many ways to solve this problem. One is, why not set the landing page for this keyword to your promotional page? It's not a two-way thing? Either you change the keyword and change it to the content of the element on your landing page that attracts people.

How do you find this mismatch? Sometimes it can be seen at a glance (expecting a mismatch) and sometimes it's not that easy (logical mismatch). My advice is to use the value of bounce rate to measure the user's "anger, disappointment" in the landing page, and then to find out if there is a mismatch or some other reason (immediately below). Bounce rate is a very simple metric that almost every web analytics tool will provide.

2. Key Transformation page design unreasonable, not clear, not easy to use.

It's also a common problem.

Every page is beautiful? Unfortunately, visitors do not know what to do next. The most typical example occurs on the landing page-no clear instructions, no call to action, no navigation ... Wait, wait. This can also cause bounce rate to be very high, even if your landing page content and the launch of the keyword (or advertising) content is matched.

Key pages refer to the required node pages in the transformation process, such as adding shopping carts, payment pages, order pages, and so on. These key page design is good or bad, for the final transformation of the site is too important.

Using the Web Analytics tool's pathing tool, the funnel tool, or the next page Flow tool, can tell us the page and page conversion information required above. Web analytics tools and reports are many, the same purpose, are to complete what we said above the "transformation" method. The utility of these tools is to help you find out where there has been a transformation barrier, which is where we say leak point (where is the spot, haha:)), and then look at UCD's article, learn what should be a more reasonable design page to make up for leaks!

3. The logic of the website transformation is unreasonable.

　　

each Web site designer to their own every page fondle admiringly, but the real product designer will pay more attention to the macro structure.

The macroscopic structure is unreasonable, each page again reasonable, what use!

For example, the thing that could have been done 5 steps, must divide each step into 2 steps, the result makes 10 steps, the visitor will lose patience. The main process will be able to complete the task, biased to place a number of interference with the feeder flow, the results of visitors into the maze. Logically the user expects the next and actual next step mismatch, and so on--alas, too much. These things really shouldn't have happened.

The White Raven gave an example and everyone was happy. Excellent network from the determination of goods to the final payment, a full 20 pages to complete! We do web analytics know that no more than one link, will be more loss. 20 pages to complete the order task, is this necessary?

White Jay stressed--only the most critical process to the most critical task, the retention of customers is the first, the other obstacles are thrown away! I think of one word: an Omega's razor.

How do you recognize this? Usually we use usability tests (usability test) to discover these problems. Web analytics can help--as is the pathing report. If the logic structure is unreasonable, the visitor's pathing will be confused and the leakage point is more dispersed. If you have these two features, it is very likely that the site structure itself is problematic.

If your site is like this, it's time to invite a professional product designer.

Iii.

Finally, your question is whether the SEM strategy has anything to do with the final transformation.

Of course, the answer has been answered--to match. However, the SEM strategy does not necessarily determine the final transformation, because (what I said below is extremely important)--sem determines whether the site can get enough target traffic, but these target traffic can achieve your goal according to your expectations, determine the strength of your site.

How to make your site powerful?—— you have to analyze the behavior of traffic on your site, by acting to judge their interests, expectations, anger and even disappointment, you must also test the design (or the hands and feet) of your site to see if the visitor has been able to follow your expectations (or even fall into the trap you set).

You have a website analysis, you have Periscope, radar and sonar, or you are always in the deep sea lurking-anyway, the sea is very deep, I can rampage, until the reef. Or, conversely, you can move towards your stated goal.

You have web analytics, and you know how to design--because the actual visitors are giving you guidance and they're telling you what to do right. --Isn't that important enough?

Finally, I read the top half of the article you can also be summed up-the original site analysis before the SEM (Internet promotion), after the product design (UCD), it has a wide range of application!

It's time to take her seriously. [End of Article]

Original address: http://www.chinawebanalytics.cn/?p=1359