The result of the pursuit of transformation my views on the conversion rate of the website

Do the network to promote SEO also have half a year, first do business station, now do online Mall class site, every day to listen to the conversion rate, PV those words. Sometimes feel very distressed, because every webmaster is thinking how to improve these various indicators. In particular, like doing online shopping malls, conversion rate higher means high sales, it means that the end of the year when more bonus points. But do we usually have real attention to the underlying sources of those indicators when we do? Have you thought about the reasons for this data? Today I share with you the following about http://www.aliyun.com/zixun/aggregation/9332.html > I think about the conversion rate of the website.

Before we talk about this, we have to start with a concept, what is conversion rate? Each site has a purpose, no matter what type of site it is, and that purpose is to transform the results. For example, I wrote this article, it is naturally want to share experience with you, it means that the more people see me to write the more successful, that is, the more strangers will look at this article, that is to say that the conversion rate is high. Look at other types of stations, including online shopping malls, vertical stations or enterprise stations, their existence is nothing but a very clear purpose, and this goal is the result of their pursuit of transformation.

In the recent World Tourism Expo in London (Travel Harsh), industry experts gathered to discuss the impact of Web site traffic Analysis (web analytics) and seemingly trivial site observations and adjustments on the business.

Cameron JonES, director of business development at Expedia, stressed the importance of the rapid response to the business: "In 2006, people are willing to spend 4 seconds waiting for the page to open." Now they're only willing to wait 2 seconds. ”

Online booking systems can lead to the loss of valuable customers even if there is a little bit of error. In his keynote speech, "Don't let me think, don't let me Wait", Jones stresses that customer satisfaction is bound to change customer loyalty.

"In fact, 79% of people who are dissatisfied with the site may not be spending even if they return to your site, and 27% may not be able to visit your site again," he said.

Jones stressed that in the use of Web site traffic analysis tools, can not only focus on conversion rates. The travel industry also spends the same amount of time not only attracting customers to the site, but also keeping them on top and making sure they complete the deal.

"Generally, it is cheaper to make better use of users who are already on the site than to attract more users to visit these underperforming sites," says Vicky Brock, co-founder of Highland Business Research Inverness in Scotland. "If we can increase the actual conversion rate of 1,000 users who are willing to make a reservation, this is better than attracting 5,000 more users to visit the site," he said. ”

Brock added that the successful conversion rate for general travel sites was only 1% to 3%.

"Not every visitor to the site can finally achieve the purchase," she said. "But there are a lot of people who had this intention, but because they had so many difficulties, the user experience was too bad, and one step in the whole process went wrong. They tried, but finally gave up, and the website lost these customers. ”

It's a simple mistake, she insists, but it can also lead to a loss of potential income. But because did not carry on the website traffic analysis, many companies did not discover these problems existence.

"In the process of booking analysis, it is a quick way to salvage orders that are about to be abandoned," Brock said. "Whether you like it or not, there are a lot of people visiting your site every day, hoping to meet their goals and meet the purpose of the site, but everything goes wrong and the site may not be aware of it." ”

"Maybe they'll try again until the operation succeeds." But often, the problem is technical. They may have been trying, but still unsuccessful. So they probably called the call center ... But their message will never come back ... When you look back at these failed bookings, you didn't make any money, even though the guests tried to spend it. ”

So many people are going to give up at the site reservation stage, how to find out the error point of the whole process? Brock says you need to go through the booking process for your guests.

"It could be a small character error, or a bank payment system failure on one day ... You have to quickly figure out how many bookings are affected and how much they are worth, "she said.

Here's a few things I know about conversion rates.

First, the website lacks the clear goal. Careful netizens may find that when you browse the site, you will find that some of the pages you are repeatedly see how many times you do not know what it wants to express what the idea. This means that he did not know what his purpose was when he made the webpage, and he did not know what to do when he did not have a clear goal. For the online mall type of Web site you are pursuing the nature is high sales, high performance. But what are the factors driving the Web site? Recently, the long tail theory, we all know that often 80% of sales are from 20% of the product. If you want to increase your performance through 20% of these products, you should focus on this part and try to improve the transformation of this part of the product. If you are trying to expand the impact of capturing customers by visiting your site through a large number of viewers, you should focus on how to increase traffic, which means the reason for the goal is clear.

Second, the site entrance and landing page does not match. People who often surf the internet will find that the Internet is full of "Click here to get 100QQ", "beautiful video" and so the temptation of the link, whether it is text, or picture animation form, you must have been on this when, for example, when downloading software on some sites everywhere are some point this download, But when you do, you will find that it is not so. What do you think now?

Of course is in the heart lambaste, haha. This is normal. It's not a bad bet to be cheated. But we have a lot of webmaster in the station will also appear this situation, whether intentionally or unintentionally, when others find that you will hurt others. He will exit your website immediately, will not come again, also caused your site jump rate so high reason. But there will be some anomalies, such as one of my station has a page is to write marriage test, jump rate incredibly 88%, but very popular, I was very puzzled, the results found that this page is what he is looking for, and found the natural go.

Third, the record page design is unreasonable. Everyone must often receive Taobao or vancl such as promotional mail, you will find through those emails to their website, those promotional pages must have some pep talk, such as "special offers limited time limit" and so on. Call to Action! But many of our websites do not have this idea when designing this kind of login page, you can see the famous shopping station will find that their promotional information must be in the most conspicuous place, is also the most conspicuous design.

Then there are some friends like to use flash or high-definition pictures, although I admit that the form of flash is really vivid, and very rich. But I believe that with China's current speed, there are still a lot of people do not want to wait for that minute of the buffer time. So be sure to design a reasonable landing page, otherwise someone else came to your site and you scared away. Such a site conversion rate is certainly not high.

Four, the website structure design unreasonable, there is no reasonable flow. We all know that the conversion rate is actually a funnel type, the more steps you go through, the fewer customers you will end up staying. That is why many shopping sites in the final settlement will have two settlement process, one is not required to log on, the other is to sign up after the settlement. You can see that a lot of news sites have voting function, and some stations when you want to click on the vote when you are disappointed to appear "please login" hint, I do not have so much time to register an account? Maybe it's about accumulating the number of users. But when you do, you lose one. In other words, the conversion of your voting function is not high.

Well, that's it for today. Next time to say about the conversion rate of the problem, thank you, welcome to Exchange Oh!