About user behavior path: How to guide traffic?

Let’s first define the user path. The user path refers to the abstract user’s access behavior path in the APP/website.

User path 2 point content sharing:

1. Purpose of User Path

As we all know, the most prominent feature of user paths is the visualization of user flows, which can intuitively understand the overall user path. The specific uses are mainly in the following aspects:

1. Optimize traffic flow

(1) Channel placement - converting low-value traffic into high-value traffic/optimizing low-value channels

There are two channels AB as above, and the number of traffic sources and conversions within a certain period of time are as above. Based on this, you can increase the investment in channel A or optimize the conversion rate of channel B.

(2) Traffic guidance of existing main product functions

For example, by looking at the user path of a product, it is found that 80% of the traffic to a certain activity page comes from the more hidden activity center (the envelope logo in the upper right corner of the left picture below), and 20% comes from the main banner of the homepage. After a detailed analysis of the data , we found that the high click-through rate of the activity center is when a small red dot appears in the upper right corner of the activity center when there is an activity update; however, users in certain states (such as repaying a loan) cannot see the banner image, and the activity cannot be reached through the banner. After optimizing both situations, the traffic of the activity page increased significantly, especially the source of the main banner on the homepage.

2. Quickly identify the shortcomings in the conversion funnel during product operation and optimize

The user path refers to the user's access behavior path in the APP/website. It is a large and comprehensive path, but if you intercept a few nodes in it (such as registration, real-name, application) and look at it, it is completely a conversion funnel.

If we observe the overall path of user registration - real-name authentication - mobile operator verification - bank card binding - application initiation, we will find that the node with the most serious loss is from real-name authentication to mobile operator verification. Later, we communicated with customer service and found that some users forgot their mobile operator service passwords and did not know where and how to change them. Later, we added help content and customer service phone number to the corresponding page, and the conversion rate increased.

3. Rapid verification and feedback of product/operation strategies

In daily product operations, you will always encounter situations where you want to optimize a product but are unsure of the effect, so you try it in a small batch first. User paths can provide timely data feedback.

The above picture shows the product changes made to improve the activation-registration conversion rate. The original default page of the product was login, and new users needed to click Register Now in the lower left corner to enter the registration page. After the change, the password will be set to a postfix, and the registration page and login page will be merged into one, reducing the operation steps for new users and improving the activation-registration conversion rate.

4. Optimization and improvement of product design

The user path is a visualization of the overall path of the user. It can show which node the user's path to is long or short, what are the sources of traffic to a certain node, what is their respective proportion, and where the gap is with expectations, so that targeted adjustments can be made.

2. Common User Path Viewing Tool

1. Google Analytics

Image source: Internet

2. Sensors Data

Image source: Internet

In addition, when talking about user paths, in addition to path optimization, there is another angle that is often mentioned, which is path shortening/extension. Some people believe that the shorter the user path is, the better, thus reducing loss at each stage. Others say that too much content on a single page will increase selection barriers for users. Personally, I think we cannot generalize. You should use user feedback and data to see which one is more suitable for the product you are responsible for. The following picture shows the user path of ofo users when they uninstall the APP as seen on the Internet. I would like to share it with you.

This is all the content about user paths. Everyone is welcome to leave a message for communication.