Web Analytics Tools Practice Guide Promotion Transformation Inducement Force (i)

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Lead the customer to the page you want to see

When the site has been promoted or implemented in LPO (Landing page optimization), the number of visits may be significantly increased, or the bounce rate will be significantly reduced, but the ultimate goal is not so, the conversion can also achieve the desired goal? When the user wants to find the content they want to repeatedly click on a lot of pages on the site, you may find the results to leave, or did not find results and frustrated left. What you want to talk about here is how to prevent customers from exiting the page because they didn't find the target page.

4 checkpoints during navigation

As shown on the left, the Web site analysis found that the user behavior model of the third link-in-station navigation in the process of the problem, you can from the following four aspects of the investigation.

1. Which is the page that causes the user to leave?

2. Is the customer lost in the website?

3. What are the pages that contribute to transformation?

4. More attention to the failed access path.

We analyze the above situation in detail:

1. Which is the page that causes the user to leave?

The use of the data analysis of the site can be obtained, leaving the site most of the pages are which, if the page to improve, even if you can again allow customers to browse a page, will allow the conversion number to improve.

To find these pages, you need to check the exit rate of the top 10 pages, and the 10 pages that have the largest number of exits, and you can find out which pages are causing the user to leave by comparing and measuring. Once these pages are found, the next step is to confirm their location throughout the navigation.

Can be divided into the following 4 types:

(1) Pages that are booted to other pages

Refers to the homepage of the website or a certain channel homepage this type of page. Most of the reasons for quitting are because of poor availability. Concretely embodied in:

Unclear navigation

Too much content on one page, no clear catalogue, etc.

Improving the usability of the website requires professional personnel who can evaluate the site with the experience of the website consultant, or improve the usability of the website through the methods of user testing.

(2) To provide users with the required information page

If users find what they want, it can be said to be the first step to success. But as marketers, the next step must be to enable users to achieve the goals of the site. This time can be the purchase of goods, user registration, data download and other conversion goals of the link to the page eye-catching position, so that users more easily reach the goal of the site.

(3) pages that provide unexpected content to users

After users send out "gee", a lot of them are likely to leave the site.

If a website has different channels, ad pages, and user registration pages that have great differences in design style, it is possible for users to create "is it going to another site?" Feeling, if you can design a unified style of course is the best solution, but if due to cost and time constraints, can also be the style of the page as a pop-up window to deal with, but this is only a temporary improvement program.

When using the pop-up window, please set the pop-up window size slightly smaller than the main window, so that users understand the clear operation Path (of course, pop-up window will be to make usability drop, Windows XP SP2, integrated pop-up blocking function, generally do not recommend the use of pop-up windows, So only as a temporary alternative, the use of temporary solutions, the effect is good also need to use the site analysis data to prove.

(4) Page dead End

Some sites have too many content pages, so that the page becomes very long, and the user does not have a link to navigate the page after they read the content.

If you can add to the bottom of the page "to the top" anchor point link, can effectively reduce the user exit rate.

Sometimes the content on the Web page is too long, the user sees the last, but can't find the connection to the next action, this is the page that goes to the dead end. There are also similar to the term interpretation of the page, there will be a lot of users through the search engine access, read the content immediately after the departure of the situation is also more. For these users, a proper boot on the page can reduce the bounce rate.

How can I tell if a customer is lost in the Web? will be introduced in the next section of the promotion of transformation induced Force (in) chapter, please look forward! Welcome to our website Analysis QQ Group (group number: 229656963) in the discussion, advice! (Copyright belongs to the digital Forest website Analysis Blog All, http://blog.digitalforest.cn/wx-zhuanhuayoudaoli-1  welcome reprint, but reprint please indicate the source.) )