How to obtain user information and how to use it?

When you are doing marketing or projects, have you ever encountered a situation where you don’t know how to start? Whether it is e-commerce or other industries, we should be well prepared before starting each project. This is not only to give you more confidence when dealing with other departments, but more importantly to achieve results for your own project.

How to reasonably analyze the situation of a website and what logic should be followed? First of all, we should think clearly about why we want to look at these data and clarify our purpose. Secondly, we should understand our own user groups, how these users enter the website, where they interact with the website after entering, and what value they generate after the interaction. Finally, how should we use this data? In fact, you can simply use a picture to show these. Please see the Google Analytics report logic below:

Without further ado, let’s get straight to today’s topic – user groups.

What information can we get about users from the user group, and how can we use this information?

General data analysis tools have the following features:

1. User's age, gender
2. User's interest categories
3. The language and geographic location of the user
4. Comparison between new and old users
5. The user's browser and operating system
6. User's device information

Then we will analyze based on the following audience characteristics and see what kind of reference they can provide for website construction.

User's age, gender

From the overview, we can get the basic information about the age and gender of the website customers at a glance, and have a general understanding of the basic information to facilitate the subsequent analysis.

Dimensions: Descriptive statements or phrases, such as gender Metrics: Computable data, such as conversion rate

What age group and gender have the most users on the website?

From the overview, we can see that the main user group of this website is the younger group aged 18-34 years old. The older the age, the smaller the customer base. But in terms of gender, the ratio of females to males is roughly 50-50.

What can we learn from the age and gender data?

As can be seen from the figure, whether the traffic increases or decreases does not affect the ratio of men to women and gender, indicating that the website's customer base is stable. From the perspective of age, the conversion rate is inversely proportional to age. The higher the conversion rate, the younger the user. Not only the conversion rate, but also all indicators show that young users have the advantage.

There is no problem in terms of age. From the perspective of gender, the male-to-female ratio is basically 50-50, with slightly more female users . However, when it comes to attracting new users, male users are nearly 10% higher than female users, and their bounce rate is 20% higher than that of female users. Indicators such as the number of pages viewed per session, session duration, number of transactions, revenue, and conversion rate are basically half of the female average.

Judging from these data, it can be seen that the quality of male customers is very poor. So what factors caused it? The factors may include that the target users of the website may not be male customers; male customers do not find products that meet their expectations; inaccurate advertising attracts junk traffic; the website experience is not friendly to male customers, etc. If your website's customer base also has such problems, then you should think carefully about what causes this phenomenon, so that the current situation of the website is in line with the website's planning, eliminate unqualified users, and meet the needs of high-quality customers.

User interests

What value can be gained from website interest reports?

The interest report contains not only similar interest categories, but also specific interest segmentation and other categories. Here we use similar interest categories as an example. So what role do these interest reports play for an operation or product?

First, we can stop or reduce advertising spending on low-value users, save costs, increase advertising budgets for high-quality customers, and improve ROI; secondly, we can discover the types of users that the website user group likes, and we can discover the types of websites that have overlapping interests, learn from their functions, experience the processes of other websites, and develop new users; finally, we can conduct marketing activities for a certain group of people based on their existing interests. Generally, the effects of such activities will be better than daily activities, and the more detailed, the better the effect.

Geographic location and language

What issues can be reflected in the geographical location?

Whether doing domestic or global business, there will be large and small differences in culture and habits between each country and region. Take China for example, various topics about the differences between the north and the south are endless. Therefore, from the perspective of operation and product, a good demand must take into account the issue of geographical location. As can be seen from the figure, although the overall conversion rate of the website is very poor, the conversion rate in some countries is much higher than the average. This can also enable the promotion to adjust the direction in time, close all advertisements in the red marked countries, and instead flow to the countries pointed by the arrows. Website operators must always observe the potential areas of their website in order to adjust strategies in a timely manner. If the conversion rate is so poor when a large amount of traffic comes in, not only will there be no sales, causing the website to have no sales, but it may also cause server congestion.

What is the use of language?

From the geographical location, we can know that the second largest country in terms of website traffic is India, but India is a multilingual country. When Indian customers come to the website, what language should we give them? At this time, we can select the language through the language report or filter the secondary dimension from the location report, and make our own choice at a glance. Not only that, if you want to build a multi-language website and open sites in other countries, you can use this as a basis to observe which place and language data is good, and use this as the default option.

Behavior

The behavior mentioned in the user report does not refer to what the customers did when they came to the website, but mainly refers to new and old customers. Attracting new customers and retaining existing customers are always issues that operations should consider, but everyone knows that attracting new customers generally costs two to three times the cost of maintaining an old customer. Because the average quality of old customers is much better than that of new customers. From the icon, we can see that the conversion rate of old customers is much better than that of new customers and is also much higher than the average.

Although new users have nearly twice the traffic of old customers, their conversion rate is less than half of that of old customers, resulting in much lower revenue than old customers. So, as an operations or product manager , at this time you should not only think about how to improve the quality of new users, but also consider how to increase the repurchase rate.

Technology & Mobile

Technology mainly talks about browsers and operating systems, while mobile mainly talks about devices. The two are highly related, so they are combined here. You can view a lot of information from the Technology & Mobile column, which is very important for product managers. Let's talk about them one by one:

Browser, operating system and flash version

The browser is the vehicle for accessing your website. From the browser, you can tell what browser your website users mainly use to browse your website. When you find several major browsers, as a product manager you will need to focus on testing the compatibility issues of these browsers when you meet requirements in the future. At the same time, if you find that a certain browser has high traffic but low conversion, you can click in to check the browser version separately. It may be that a certain version affects your average. The same is true for operating systems. It is common to see missing functions due to the failure to upgrade Android and iOS versions in a timely manner. At the same time, the number of Android and iOS users also determines which one you put on top when promoting your app.

The same is true for the flash version. It is very likely that if you do a function well, the effect, atmosphere, and interaction may produce the effect shown in the figure below.

What you think customers see & what users actually see

Screen resolution

If you browse the website frequently, you will find that the sizes of advertising display spaces on some sites are inconsistent. Why does this happen? Because the screen resolutions of different customer groups vary. Screen resolution can be used as an important element in planning advertising space on a website. At this point, do you think of the picture below or the situation where the first screen is incomplete?

Equipment category and equipment information

The device categories include PC, M, and tablet. If the number of mobile phone or tablet users increases, the adaptability of the website to mobile phones and tablets is also one of the factors that product managers should consider. If the three-way traffic is roughly the same but the conversion rates are different, you can check the mobile device information. The data obtained at a specific point will be more accurate and effective.

The picture is from Baidu search

Once we have sufficiently clear user information, we can conduct user portrait analysis and start targeted marketing based on the user's basic attributes, devices used, interests, etc. This will be explained to you later.

The author of this article @先什么生 compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform