Talk from 8 perspectives: Channel delivery methods based on user journey

The user journey refers to the entire process of interaction between a user and a business, from the first contact to the completion of payment and the enjoyment of the product or service.

Users will have many contact points with us online (websites and apps).

A complete user journey includes six core touch points: off-site channels , display creativity, delivery URL, landing page , auxiliary conversion copy and CTA (Call to Action)), and products (conversion flow).

1. Off-site channels

There are various off-site channels, including direct visits, external links, search engines , social media , app stores , etc. Whether it is natural traffic or paid traffic, we all hope that our content can get more exposure.

Two major factors that affect off-site channel exposure: user matching and advertising bids.

The more the channel matches our user goals, the more exposure we get. The higher the bid for your ad, the more exposure it will get. The effectiveness is generally measured by "ad or creative display volume". In actual operation , it corresponds to various resource recommendation positions, screen savers and startup advertisements, etc.

2. Advertising Creativity

Advertising creativity displays the title , logo, product advantages and other content. We need to do a good job in copywriting design and optimization to provide users with a high click -through rate . There are also two major factors that affect the conversion rate of display creativity: user matching and creative attractiveness.

CTR (Click Through Rate ) is generally used to measure the quality of creativity, which is equal to the number of clicks /impressions. In actual operations, the design creativity of posters or videos corresponding to recommendation positions, screen savers and startup advertisements.

3. Delivery URL

When we click on the CTA on the copy, we will be directed to the URL link of the landing page. For users, the landing page URL is invisible. The focus of this link is to track and measure the URL. Delivery tracking must be done at the smallest channel granularity to better measure the effectiveness of channels and landing pages.

UTM parameters are a commonly used traffic monitoring solution. It is a set of standard parameters for tracking channel traffic. You can use it to track which channels and media the traffic to your website comes from. In actual operation, it corresponds to the jump to the recommended position.

4. Landing Page

When a user clicks on the CTA in an off-site channel, the first page the URL jumps to is the landing page. The quality of the landing page has a great impact on the subsequent conversion rate, so the landing page is called the "golden page".

Factors affecting landing page quality: landing page quality and user matching.

The quality of a landing page is generally measured by the number of incoming users and the bounce rate. The number of users is also called the channel scale. The number of users entering the site is closely related to the size of the channel and is also the base for subsequent conversions. The bounce rate is the proportion of users who come to the landing page and leave without doing anything. This is a negative indicator, which corresponds to the topic or details page that is jumped to in actual operation.

5. Assisted conversion copy and CTA

Auxiliary content refers to content that can further meet user needs, such as product details, user reviews, etc. If you want consumers to take action after seeing your online ads, posts, sales pages, product pages, etc., you need to add a CTA (Call to Action) button. Generally, indicators such as dwell time, visit depth, and activated user ratio are used to measure the effectiveness of auxiliary conversion content and CTA.

• First of all, dwell time and visit depth are relatively general indicators. The longer the dwell time and the deeper the visit depth, the more interested the user is in our content.
• The second is the activation ratio. We need to identify what proportion of users have the willingness to convert to the product. In actual operation, the corresponding text in the topic and prompts for the next step of action.

6. Product Conversion

The core indicators of the operation team are the number of activated users and the ratio of activated users , and the core indicator of the product team is the conversion rate of each step of the product. Activation means that the target user is interested in the product and has the intention to convert, which is a "weak conversion."

Conversion means that users complete the ultimate product goals such as registration and transaction, which is a "strong conversion".

7. Basic channel data indicators can be set based on actual conditions

Note: Bounce rate refers to the percentage of visits that leave after visiting only the entry page (for example, the homepage of the website) to the total number of visits generated.

8. Further analysis of indicators

First visit conversion index = new visitor transaction ratio / new visitor percentage

A value equal to 1 means that the probability of a new visitor becoming a customer is the same as that of a returning customer, and a value below 1 means that the probability of a new visitor becoming a customer is lower than that of a returning visitor. For example, the first visit conversion index = 0.85 indicates that the probability of a new visitor becoming a customer is 0.15 lower than that of a returning visitor.

This indicator can effectively optimize promotional information, pricing strategies, trust factors, etc., thereby promoting conversions.

Channel conversion quality index = channel payment ratio / channel visit ratio

A value of 1 means that visitors from this channel are as likely to convert as visitors from any other channel, and a value below 1 means that visitors from this channel are less likely to convert than visitors from other channels.

The conversion quality index can help you understand the differences in channels and better understand the differences between different visitor acquisition strategies.