How to use data to improve customer acquisition and sales conversion

Combined with business scenarios, we teach you how to evaluate SEM conversion effects, analyze the conversion capabilities of official websites/ landing pages , how to gain insights into user behavior data, and how to improve the efficiency of user operations . Let’s take a look.

1. User-centered behavioral data collection

The "2017 China Education and Training Industry White Paper" summarizes the pain points of the education and training industry: First: traffic is expensive. If we acquire customers solely through SEM, the cost of acquiring a single new user can be as high as several thousand yuan, so we have been looking for lower-cost traffic, such as social marketing (click here to review), word-of-mouth recommendations from old students, etc.; secondly: users’ attention is extremely scattered, how can we accurately screen target users and deliver effective information in a targeted manner? Third: high user churn rate ; Fourth: omni -channel marketing lacks systematic delivery rules. In order to solve the above-mentioned common industry pain points, we help companies build a full-life cycle user data center based on the collection of user behavior data, from clicking on advertisements to trial purchases and the entire process of attending classes.

Collect every contact point between users and products, that is, user behavior data. Therefore, in order to collect it more scientifically, objectively and completely, first of all, we will assist companies in sorting out the contact points, such as: search engines , official websites, microsites, APPs, mini programs , online consulting platforms, CRM systems, teaching question bank systems, etc. Next, what behaviors need to be collected to analyze each contact point? For example: collecting user contact points on search engines, which include two behaviors: one is that ads are displayed after users search for keywords , and this data is not available to search platform companies; the second is that users click on ads and jump to the landing page/website, and the behavior at this time can be automatically collected. For example, when a user browses a course introduction on the official website, this browsing behavior can also be collected; if a user initiates an online customer service consultation, this behavior and the content of the consultation can be collected and recorded in the customer service system. In short, once complete user behavior data is collected, it will be clear how users use the product.

The above picture is the 360° user real-time profile provided by Zhuge.io. Here you can find out who the user is, is it his real name? anonymous? Phone number? Which city are you from? What course are you interested in? At what time of day was the online consultation initiated? Have you booked a trial lesson? What are the results of the after-class exercise assessment? Record every user's behavior in real time and detail. For example: if a user has searched/consulted/browsed CBA exam, then he or she may be interested in CBA.

2. Growth Case Studies

However, recording user behavior data is not the goal. Only by applying the data to business scenarios and solving practical problems can it bring real value. Let us give an example.

1. Data application: SEM conversion effect analysis

In the past, when we placed search keyword ads, we could view the sales data of each keyword through the Baidu backend. For example: Beijing CTA was displayed 50,000 times and clicked 100 times. How much did it cost? The average cost was 10 yuan per click, so the company spent a total of 1,000 yuan. So far, if the sales data of exhibition points are connected with the behavioral data of users after clicking, for example: for the same keyword, after 100 clicks, assuming that 20 people initiated customer service consultation, 5 people placed orders. The data can be used to objectively evaluate the effectiveness of each keyword: Is it high in clicks but does it bring no conversions? Or even though the click rate is not high, all users who click on the ad make a purchase? Establish a direct, real-time data relationship between each keyword delivered and the final core conversion, and adjust the SEM delivery strategy in a timely manner.

In summary, real-time data provides the SEM delivery team with more timely data insights; detailed keyword and creative-level conversion effect analysis helps the SEM team optimize delivery strategies, thereby effectively reducing SEM delivery costs and improving conversion effects; in addition, it eliminates dependence on data and IT teams and improves SEM work efficiency.

2. Data application: official website and landing page behavior analysis

Users click on ads from the search platform and enter the landing page. This landing page can be a course introduction or instructor background. The role of the landing page is to connect the previous and the next to guide users to complete the conversion. The conversion ability needs to be measured through data. For example, it can be achieved through the visual analysis of web page clicks in the figure above. You can intuitively see which button or element the user has clicked, and use data to help page planning and design departments better optimize page interaction and copywriting .

3. Data application: user insights and behavior analysis

What is more important for product and operation teams is to gain insights into users and their behaviors. For example, we have previously shared how the Cashew Public Examination Team (click here for details) used user behavior data to guide product iteration and business growth. In insight analysis and mining, various data models are often used, such as event models for analyzing behavior, vulnerability models for analyzing conversions, and models for analyzing user behavior paths (see the figure above).

Many statistical models only tell you the distribution of user behavior, but one number is not enough. For example, when users go from "add to cart" or "click to buy to checkout", the final conversion rate is 50%, which means there is a 50% loss. If we want to increase the conversion rate from 50% to 60% or 70%, then indicators alone are not enough. We also need to understand users through indicators , understand the difference between converted users and non-converted users, try to find the reasons for user loss or possible reasons for loss, and design improvement strategies based on the reasons.

4. Data application: automated operation and reach of leads and students

In order to improve conversion and satisfaction, we need to continuously carry out user operation activities. For example: many restaurants already support ordering via WeChat . Customers can complete self-service ordering by scanning the QR code on the table, eliminating the hassle of waiters recording, inputting the information into the system, and having the food served in the kitchen. In addition, many restaurants also provide customer review feedback, member points, and coupon sending through WeChat.

This series of operations that automatically reach out to users are all based on user behavior: users enter a restaurant and scan a code to order food, send comments and feedback on the day of dining, and after a new product is launched, users will be told that they are welcome to try it again. If you haven't come back for 30 days, you will be given a coupon, etc. In short, users are reached at the right time and with an appropriate reason. Some are out of care, some are to get feedback, and some are to guide them to come back next time.

The same applies to user outreach in the education and training industry. When users have purchasing intentions and are hesitant, appropriate discounts or incentives should be pushed to allow users to make purchasing decisions as quickly as possible.

For the education and training industry, we have launched a comprehensive solution that focuses on the different needs of users at different stages of the user life cycle . Through data, we improve the conversion capabilities of every contact point between users and products, such as: SEM conversion analysis, official website conversion analysis, lead conversion analysis, sales conversion analysis, course system analysis and other solutions.

We have provided relatively feasible, fast and efficient solutions to the pain points of the education and training industry, such as search optimization, customer acquisition evaluation, and customer service consultation. Refined reach and operations will greatly improve customer satisfaction and provide greater conversion driving force for existing traffic. The connectivity and real-time nature of data will make operational promotion more flexible, and provide timely insights and solutions to problems. In addition, through data sharing, the collaborative efficiency of various departments will be improved, making business growth more scientific and rational.