7 simple ways to quickly understand user dads through online data
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No matter what kind of marketing we do, we need to know the relevant characteristics of the customer first: • What are their main concerns in terms of product and service? • What is the purpose of visiting the website? • What information prompted them to buy? So what aspects should we understand? Today we will reveal them to you one by one. 1. Heatmap By clicking on the heat map, you can intuitively see which content visitors like or dislike. By comparing the link colors of 2 different products, it is possible to clearly distinguish which product the visitor prefers. For some sections on the right and bottom, if the color is darker, it means that these places receive more clicks, which also means that these are places that visitors are particularly concerned about, because these locations are obviously remote but still favored by visitors. From the heat map above, we can see that "buy a mobile phone", "apply for a package", "handle business", "select accessories" and so on receive a lot of clicks, indicating that visitors have obvious purchasing motivations, and the obvious "hot-selling items" in the lower right color block strongly supports this point. At the same time, you can see that the "My Collection" and "Product Order" on the right and the "Recharge Now" below are very dark in color, which reveals that many of the website's visitors are old customers. Therefore, from the above, we can conclude that website improvements can expand into e-commerce , and launch some preferential products for old customers, and also pay attention to expanding the proportion of new visitors. In addition to click heat maps, there is also an attention heat map, which can tell you where visitors stay longer on the web page. The figure below shows that "Limited Time Promotion" received more attention. However, this means that compared with new product introductions and account opening gifts, our visitors are more concerned about price discounts, which are the content that can attract their attention at first sight. Therefore, if you want to improve your website, you can put the discount information on the first screen and mark it with bright colors. There are many more conclusions that can be drawn by observing the heat map, which will not be expanded here one by one. There is a lot of useful information hidden behind the heat map, which needs to be explored in combination with products and companies. 2. Demand Map We open index.baidu.com, enter keywords and click on "Demand Map", we can see what people who search for a certain keyword are actually looking for. In the official words of Baidu Index, the demand map can help us "understand netizens' focus on information and the pain points of product services." When we enter the word "TOEFL training class", we can see many related words from the demand map. The closer these words are to "TOEFL training class", the stronger the relevance. Red indicates an increase in the search index, and green indicates a downward trend. Related words such as "how much does TOEFL training cost", "TOEFL training fees", "fees", "which TOEFL training is the best", and "TOEFL training institutions" are exactly what netizens focus on when searching for TOEFL training classes. In other words, when netizens choose TOEFL training classes, they attach great importance to training fees and reputation. Drag the timeline below to see different focus points in different periods. In addition, the classification of related words below the demand map, the search behavior of visitors before and after searching for "TOEFL training class", and the "crowd portrait" function of Baidu Index also have certain reference significance. 3. Check the search terms Search terms, that is, the keywords that netizens search for, especially long-tail keywords , can truly reflect the inner needs of netizens. Since searching is an active behavior of netizens, visitors who come in through search usually have strong intentions for such products. If you look at the long-tail keywords that bring conversions , you can find out what needs these visitors with strong intentions actually come with. From some recurring similar search terms, we can summarize the needs of potential customers. From the above search terms, we can see that the weight loss products that visitors to your website are looking for are: green, safe and effective. However, not every search term can reveal its intention. Some search terms with unclear purposes and broad meanings, such as "easy-to-use weight loss products", cannot represent any thoughts of netizens. Some rare and infrequent search terms can only represent individual netizens. Also, when the number of search terms is too small, it is impossible to accumulate enough sample data to infer conclusions. 4. Search drop-down box If a keyword appears in the drop-down box, it usually means that this keyword has a certain search volume and is strongly relevant to the keyword you are searching for. When you are searching for a keyword, the search engine thinks that you, like other Internet users, may actually need some more precise content, so it pushes the drop-down box keywords to you. It can be inferred from the related search terms below that candidates who are interested in the TOEFL test are actually concerned about issues such as test time, process, and fee. If you open your phone and check the keywords in the drop-down box, you will find that there are more keywords in the drop-down box on the mobile phone than on the PC. This is because typing on mobile phones is inconvenient, and everyone wants to find information quickly, so search engines recommend more keywords that you may search for. On the other hand, the search volume on mobile phones is larger, and there are more diverse search terms. Therefore, using a mobile phone, you can view more long-tail keywords in the drop-down box and observe more needs. PC 5. Related searches on mobile phones Related searches reflect what other words netizens searched for besides the word "TOEFL test", that is, what kind of search behavior there was before and after searching for this word. This is centered on a certain keyword, and the focus of netizens is determined through the previous and subsequent search terms, or semantically related keywords. Therefore, from the "TOEFL" related search terms in the figure below, we can know that TOEFL test takers are also looking for information such as TOEFL preparation, TOEFL registration fees, official website, vocabulary, etc. These aspects are very important information for them. 6. Check the chat history of the communication tool to directly see what the visitor asked. If a question is often mentioned by visitors, then this question plays a crucial role in the visitor's purchasing decision. Read all the chat records and extract the common issues that customers are concerned about. The customer needs discovered in this way will definitely be very valuable. Taking the following picture as an example, we found from multiple consultations that visitors mentioned course discounts, which means that customers who sign up for such training courses are paying attention to prices and discounts. It would be better if the consulting content could be further subdivided by dimensions such as traffic source and region. You can see what the visitors in each dimension are looking for and understand the visitors more thoroughly from a more detailed dimension. To achieve segmentation, we can classify the consulting content according to the tag of the landing page, or use the segmentation function of the communication tool to view the messages in several dimensions. 7. Site search box When visitors want to find content more quickly, they will use your site search. You can know exactly what your visitors want to know by monitoring the keywords in the search box. We can use this function in Google Analytics, which is convenient and fast. From "Behavior-Website Search-Search Terms", you can see the search keywords and browsing conditions. At the same time, this is very helpful for us to improve website navigation. From the above picture, we can see that visitors are more interested in the website's exam courses, especially TOEFL and IELTS. GRE, BEC and other subjects also account for a large proportion. In comparison, fewer people are interested in courses on grammar and vocabulary. In addition to the above points, we can also summarize the characteristics of potential customers and better understand them from the regional, time period and other reports of statistical tools , from high -click-rate SEM creatives, picture ads, the most popular questions in the forum, creative copywriting of peers, etc. In fact, netizens will show some kind of performance for the content they care about: clicking, browsing, searching, sharing, etc. What we need to do is to find these "traces", combine products and data to analyze the inner activities of visitors, and do more effective marketing work. If these "traces" can be distinguished in smaller dimensions, the information mined will be more valuable.Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @朱顺意(Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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