Use data analysis to keep your customers

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Through the analysis of the data we found that most of the current conversion rate is below 1%, even the best is only about 3.5%. How to improve the conversion rate has become the most concerned about the current problem. In fact, many of the current Web site promotion conversion method is not sensible, such as a discount/cps/sku, these are the symptoms do not cure the way. Let's take a series of analyses on this issue.

First, should be for the process of the leakage of the Business-to-consumer decomposition

In fact, many people know that the conversion rate is not high, but did not analyze the customer why the loss, in fact, the customer entered the home page, the middle page, product pages, shopping carts and other steps to the settlement can be analyzed clues, we should understand these pages on the one is the most customer churn, Found the leakage of the place can be more accurate to fill.

Second, for each link to the vulnerability of the investigation

Do not conduct a wide range of rough screening, such a significance is not very large, should be in the course of the investigation to pay attention to gradual progress, so that can be effective.

1, first is the situation of the home page

The bounce rate of home page is 20% is normal, there are many people think so. If you do a very careful analysis, it may be an unexpected gain.

First ask us to analyze the first question: how many customers each day are new customers? How many of them are old customers? What are the pop-up rates for new customers? In fact, from this aspect of the Russian data we can analyze a lot of things, the new customer pop-up rate can analyze the attractiveness of the site, In fact, whether new users or old users, once the pop-up rate is very high, then the site itself should be reviewed to reflect on the reasons.

Next, the second problem, the site to obtain traffic channel situation contrast, for each channel pop-up rate for statistical analysis.

It is likely that different search engines come in and their pop-up rates vary considerably. Therefore must be targeted for the investigation down, so that more accurate to find the reason for the high ejection rate, to find an effective solution, so as to be able to truly fundamentally remove the leakage factor.

There is the third question, we should pay attention to the first page was clicked most, the least place is not what is unusual?

Home Access E-law

This situation should be brought to the attention. Can be based on the "law" to understand, for example, the first page of the letter "A", we should look at the user clicks on the occurrence of some anomalies to analyze.

2, three tips to staying the middle page

In fact, the survey data from abroad can be found that in the consumer website nearly 20 of users are not able to well find the goods they need. In fact, after entering the home page, customers generally start looking for the goods they want to look for. Generally first to look at the promotion, then go back to look at some catalogs, the last will use the site search, data show close to 60%~70% users are using the search + directory this way of looking.

Now let's take a look at this technique

Tip: How do you judge a promotion? In fact, we should focus on the effectiveness of the channel analysis, to see that a channel performance of the worst, should be timely to improve. Should the product be divided by brand or function or price? All of these should be understood.

In fact, we should be on the front end of the site for two sections, the front is not good so we can try to the middle page according to the directory conversion rate, for some conversion rate of poor performance of the directory should be particularly noteworthy. Another point is what we call search. Generally like the search of the Web site must have accurate results, but the rich in the product here on the importance of its products are not rich, customers will inevitably be lost.

In general, if a new customer through the search, in the first four pages did not find the goods they need, then to a large extent will leave.

Tip Two: We can recommend another search path at the end of a page with a higher departure rate, which is a more common and effective way.

Tip Three: If the user does not find their own satisfied with the product, we can pop-up menu to tell consumers, this is a more technical way, the grasp of the product is very important.

3, in the product page must pay attention to the user in this position to stay in the time

The customer's stay time in the product page is actually the key to product description, quality, such as. So be sure to know more about the analysis of product page customer stay time, if the customer opened directly after the closure, then that this page for users to destroy any of the appeal, should be based on data analysis of the results to make some careful adjustment.

4, understand the user's shopping cart there are some products without payment?

Conversion rate of the Business-to-consumer shopping website

The shopping cart has goods but there is no order payment. What does that mean? In fact, this is a serious problem for any of the Web sites. This may show several aspects of the problem. Appear may be some of the consumer Web site in the user's list will pop up when the registration of reminders, this time one-third of customers will choose to leave, in fact, our site itself should be more positive, if the shopping cart products do not place a single, we can actively call for consultation. It is important to analyze the accuracy of the final analysis results for the related analysis of the products in the shopping cart. In fact, for the pop-up registration in this respect, many people's views are more confusing, in fact, can pass some skills, as far as possible to register the process to become more simple, which for the loss of the rate is a key link.

Also must understand the user in the last three months time consumption situation.

What we should know in fact is that the 0 to 1 of the Web site is a performance that can be soliciting. In fact, more should understand is the site and the combination of what aspects of the difference. And the user in the opaque phase of the maintenance of the way there is clearly a difference. Some sites from 1 to 3 times, basically, more than half of the users disappear, but when the user has 5-8 visits, this phase of the loss rate is obviously slowed considerably, so we must focus on the adjustment from 1-5, to do everything possible to attract customers!

Article Author: Rotiesen

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