What the data on the landing page (Landing page) illustrates

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If you are a website operation promotion person, I believe you must have the understanding to the Landing page (Landing page). Recently there is just finishing landing page work, then do some summary. Baidu Wikipedia has a complete definition of landing page, suitable for not very familiar with the landing page friends. Address: http://baike.baidu.com/view/3144149.htm. The content of this article is not to discuss the design of landing pages, but to monitor the effect of a landing page from the point of view of the data.

How to verify the effect of landing pages through data monitoring

(1) The landing page of the thermal force is currently available in Baidu Statistics and Google Analytics can be counted out. Landing page of the thermal attempt to explain the user's click Behavior habits, can help designers in the design landing page, consider the entire user click Behavior, roughly summed up the user's habit in what position click Most, so that important product content, online customer service, etc. put here. This is very important to the electric business enterprise. With my previous experience in the electrical business, we will be in the user clicks the most areas to add some purchase links, the effect of success. Often the situation is the consumer's desire to buy is to be stimulated, in a sense, is also the promotion of sales.

(2), average stay time, bounce rate and other data

The time of the page can reflect two information, one is the user experience is too bad or content is not user taste, one is the user in a very short time to select the right product, therefore, the time of stay should be excluded from the exit rate of data. Of course, a single look at the meaning of stay time is not big, or to combine the bounce rate, consulting volume (if there is now customer service) and other Web site data.

It is worth mentioning here that I used to spend a lot of time to compare the Web log traffic data and other data statistics of the flow data differences, found similar to CNZZ, Baidu statistics this commonly used statistical tools data statistics results vary greatly, that is, many users of the traffic data for a variety of reasons has not been crawled to. We had a vendor who paid for data statistics, and they had a special way of calculating the bounce rate, based on the average stay time of the users, whether they jumped out or continued to visit. Think carefully also, do you really believe that your site is very accurate to jump out of the straightforward? If your station uses statistical tools that cannot be used, you can take time to compare, and you will find lots of interesting things to look at later in the summary of some cases.

(3) Conversion rate data of the website

This is very important for any enterprise to see ROI. But this is a very interesting topic, why do you say, the following e-commerce industry to do some analysis.

If you are an electric business enterprise, then monitoring the conversion rate of landing page is bound to be divided into several data to monitor separately

Shopping cart Conversion rate can understand the conversion of shopping cart

Settlement page conversion rate from shopping cart to settlement, how many users lost in the middle

Order page conversion rate from the settlement page to the next success, how many users lost

The above several processes are current domestic electric business general, if you simply look at the final order (the end of the single user) conversion data, obviously is not appropriate. The electricity merchant's shopping flow is longer, this is also the most electric quotient causes the order to reduce the important reason. What is your shopping station's process, is not from the shopping cart-"Billing page-" User Login-"-" fill out the shopping information-"The final order?" mainstream online shop procedures such as Shopex, Ecshop and so on. So cumbersome traffic, if you are consumers, how much do you think the probability of purchase?

Tell me about my experience. There was a time when the company's order was reduced by 50% because we were on the new landing page. The problem is very serious and the company attaches great importance to it. Efforts to troubleshoot the new landing page, no matter from the content to the fine arts design is good (to know how many meetings summed up the effect must not be bad), then where is the problem? After further analysis and investigation, finally found the reason. Turns out to be the link here in the shopping. directly to our landing page The shopping button is a direct jump to the checkout page, now is the jump to the shopping cart, plus the subsequent user login and shopping information to fill in a large amount of increase the shopping flow, after the restoration of the volume of the order is restored.

Here's a long-winded way to optimize your site's shopping process:

Increase the social login interface such as QQ login, microblogging login, and so on, remove cumbersome user registration process.

Optimize the harvest information, generally can use only telephone, harvest address, a lot of shopping site postcode, home phone and other options, will only reduce the user experience.

Increase the direct purchase channel, save the user login link.

When designing landing page, the purchase button jumps directly to the settlement page or the consignee information fills in the section, many people's shopping habits are often accidental.

Check whether the program is wrong, the most typical is the user has to the settlement page, after the login directly to jump to the homepage, shopping cart contents are gone, this problem in many large shopping sites still exist, a large number of programs to hurt the user experience.

In fact, there are a lot of statistical meanings and methods about landing page, and further analysis will be done later.

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