With customer acquisition as the goal, how to achieve user growth from 0 to 1?

If the goal is to acquire customers, then you need to get as many customers as possible to leave their information, which we often call sales leads. Once the website goals are determined, how should they be achieved? First, we need to break down this goal.

Customer acquisition target analysis

▌Business + technology, grasp the background information of the website from two angles

Grasping the key background information of the website mainly proceeds from two perspectives –

● Business perspective: Determine the user journey constructed by the website, which is related to the presentation of the final data dashboard;

● Technical perspective: Exploring ideas for technology implementation is related to whether technology implementation can achieve business goals.

▌Monitoring the user journey is the first step in acquiring customers

Simply put, the process from when a user comes to a website to when they leave the website, as well as the customer's feelings in between, all belong to the customer journey. For the purpose of acquiring customers, the user journey that you focus on mainly needs to monitor the following parts:

● Monitor all user interactions, i.e., opening, closing, and exiting of all website pages .

● Monitor the interactions that most users will have, that is, monitor page exposure.

Many websites will place contact numbers, email addresses or QR codes at the bottom of the page, so how do you monitor the exposure of the information at the bottom of the page? This requires scrolling monitoring of the page. If the results of scrolling monitoring show that 200 people come to the website, but only 6 people scroll to the bottom of the webpage, then we should consider whether we need to move the contact number, email address, and QR code to the first screen.

● Monitor the registration process and registration guidance process:

1. The registration process itself

The customer comes to the homepage of the website - clicks the registration button on the homepage - enters the registration page - fills in registration information such as email address and mobile phone number - obtains the verification code - clicks [Register Now]. During this process, user loss may occur, such as failure to obtain the verification code.

Monitoring the [Registration] process itself can form a funnel, as shown below.

2. Registration boot process

The website is divided into three modules according to its functions: product function and introduction module, product documentation module, and blog module. If all modules have the website registration guidance function when they are designed, then we need to monitor all the registration guidance processes of the website.

Registration boot process diagram

3. Registration guidance within the product module:

● Registration guides on the first and last screens of the home page, and registration guides in the navigation bar

● Registration guide for the document introduction module

● Registration guide for blog module

▌Technology implementation and data visualization

1. Check the website structure

When checking your website structure, there are a few things to keep in mind:

(II) Required code

1. Basic code: monitor the basic UV and PV of each page

2. Scroll code: When setting the scroll code, pay attention to the scroll settings: generally set it to 20%, 40%, 60%, 80%, and 98%. Why not monitor 100% of the pages? In fact, in most monitoring processes, when the user scrolls down to 98%, it is assumed that the user has loaded and viewed 100% of the page.

3. Event code: such as monitoring "registration" and monitoring key events

fz.event({

EI:”ID01″,

EPD:

“event01″:”Event 01”

}

});

4. User attribute code

fz.setUInfo({

"UID":"123456",

"UN": "User 01",

“UPRO”:”Direct registration”,

“EM”:”[email protected]”,

"PN":"18600001234",

"SEX":"1",

“BIY”:”1988-01-01″,

“QQ”:”123456″,

"WED":"18600001234",

“WBD”:”[email protected]”,

“UPD”:{“Custom Attribute 01″:”Attribute 01”}

});

(III) Setting up the data dashboard

The collected data needs to be visualized as a data dashboard to facilitate monitoring at any time or meet daily reporting needs.

Specifically, how do you choose the right analysis chart? For example, for the [Register] button, you can select the event analysis chart. If we want to analyze the [Register] process, we can select the conversion funnel chart . If we want to analyze the [Registration] event, we can use the event analysis chart.

Event Analysis Chart

How to set up a data dashboard based on analysis charts? Each analytical chart should be able to solve a specific business problem, and then these charts should be combined according to a certain logic.

Here is a reference method to build a data dashboard:

● Website traffic situation (traffic source type distribution, traffic source trend, external link distribution, etc.)

● User quality (summary/trend of new user retention , summary/trend of active user retention , etc.)

● User conversion status (user conversion rate at each stage, etc.)

In addition, you can also put the most commonly used indicators such as daily activity and new additions that you pay attention to first every day in [Daily Indicators] to provide a daily indicator overview.

Data dashboard-new user retention trend chart

▌UTM tracking, illuminate the hidden skills of customer acquisition

In order to obtain sales leads to the greatest extent possible, in addition to monitoring the website's pages, buttons, attributes, etc., you also need to pay attention to the source of users. Where do users come from? How did it come about? Why are you here? These monitoring are mainly achieved through UTM tracking. There are five main UTM parameters that can be added to a URL:

● Source (utm_source): A required parameter used to identify the source website, search engine , or other source of traffic. Example: utm_source=baidu

● Medium (utm_medium): A required parameter used to identify the medium, such as email or cost-per-click. Example: utm_medium= cpc

● Name (utm_campaign): A required parameter used to identify a specific product promotion campaign. Example: utm_campaign= summer_spread

● Keyword (utm_term): A non-required parameter, commonly used in paid keyword advertising or as an alternative text for link names/images. Example: utm_term = web+analysis

● Content (utm_content): This is a non-required parameter. Use utm_content to distinguish advertisements or links pointing to the same URL. Example: utm_content=logolink or utm_content=textlink

Data dashboard - traffic source type distribution

Conclusion

● To build a data analysis system with the goal of acquiring customers, it is necessary to monitor every page and every button and understand their business significance;

● It is best to understand the code to understand the business, and be clear about the key processes and key indicators. You also need to know how the technology is implemented and how to collect the data you want to collect, so as to avoid data inaccuracy to the greatest extent;

● Use charts skillfully to set up data dashboards that meet your own and your leaders’ needs;

●Based on the collected data, establish a data panel, conduct data analysis, and take effective measures to improve the website’s customer acquisition. This is the last step, but it is actually the last 99 steps.

This article was compiled and published by @Analysys (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games