Why is it that even though we have been attracting new users , the number of users still cannot be increased?
In addition to R&D, Internet companies have two very important roles. They are product and operation , and one very, very important role in operation is traffic operation. The purpose of traffic operation is to help our website or APP attract more users, so that our website and APP can achieve continuous growth in users and generate revenue at the same time.1. What issues should products and operations focus on most?What problems will we encounter in the process of traffic operation? In fact, most of the traffic comes from paid channels . If you focus on paid channels, you will encounter this problem: given a fixed budget, how can I allocate it to get a better ROI (return on investment )?Some common payment channels include:
Social media advertising : Guangdiantong , Sina Weibo ; advertising alliances , external site traffic diversion;
Video media advertising : Sohu, Tencent, Youku, Tudou
Offline media: billboards at airports and stations, wifi
Channel cooperation: mobile phone pre-installation, app store …
At this time, how to carry out refined operations and make my money worth spending is a very important issue.In addition to operations, another role, product, is also very important. The problem with the product is that after the users are directed to our APP or website, how can we enable them to retain and convert better within my APP or website.Operational and product issues essentially revolve around how to obtain more conversions. All data associated with conversions deserves careful scrutiny. Conversion does not happen in one step. Optimization of each link may bring better results.2. How can we achieve better conversion?First of all, we must ensure that the traffic source is of high quality. If the source of traffic itself is problematic, it will be difficult to achieve good results in subsequent conversions. For example, the users you may attract are not your target users at all, and it is foreseeable that the loss will be very severe.How to ensure the effect from the source? First, we need to associate our traffic sources with conversion data.Today’s statistical tools are becoming more and more sophisticated, and we can probably see more other indicators. Including our bounce rate, length of stay, etc. However, these indicators may only be used as auxiliary indicators for judgment. Maybe the bounce rate of users from a certain channel is not low, but you cannot guarantee that its conversion rate will be good.If we associate the actual conversion data with the traffic source, we may be able to make a more refined assessment of our channels and achieve the effect of refined operations.In the above example, students who are involved in traffic operations will be familiar with it. There are three different quotation methods for three different channels. The prices of A and C are both reasonable, so can I just buy A and C directly? Not necessarily, because the conversion effect of each click on A and C may be different. For example, C may have a user conversion for every 5 clicks. Then the income he brings to you is a fixed value. If A has another data, the income value it brings may be different. Therefore, you can only make the most accurate judgment if you monitor its conversion and channel source.For many PMs, what they hope is to keep as many users as possible in their products and generate retention. As long as there is continuous and active behavior, users will eventually form some conversions.But we should not be so short-sighted as to hope that users will be converted immediately when they come. Instead, you can use our products as much as possible and stay in our products. So at this time, when I judge the quality of the channel, I not only look at whether he eventually makes a purchase. If the user collects a product, we can also consider this as an effective conversion. Or for content-based products, users’ likes and reading of comments can be considered as effective traffic.Once we are sure that the traffic is fine and of sufficient quality, the next step is to optimize the normal traffic that reaches our products so that it can achieve a better effect.How can we achieve maximum optimization?I first need to break down this transformation so that I can know where we can specifically optimize. Generally speaking, there are two different methods. One is vertical disassembly, that is, process disassembly. For example, if it is an e-commerce website or app, what we ultimately care about is the number of successful orders. But if we want to optimize the numbers, we must break down each of the previous links so that we can know which part has problems. Here, I can break down into 6 main steps, including: entering the website, browsing services/products, clicking to buy, checkout, submitting the order, and successful purchase.Another type of horizontal decomposition is dimension/population decomposition. Including, by region, for example, see whether the conversion rates of visitors in Beijing, Tianjin, or Shanghai are different. Also, is there any difference between the conversion of a certain mobile phone model and that of other models? In other words, analyze user behavior. For example, do visitors who have received coupons have a better conversion rate?Only by breaking it down from many dimensions can we know which part will affect my conversion and which part will make a better contribution to my conversion. Thereby optimizing conversions.3. What are the common reasons for loss? How to solve it?What are the common reasons for loss? Here, I have summarized them into 4 categories.1. It doesn’t match our needs.2. Product features/services/goods do not meet expectations.3. The interactive experience is not very good.4. There is another category. I have checked all the reasons mentioned above, but I really don’t know why he didn’t convert. These are some mysterious reasons that belong to us.Therefore, the reasons for loss are different in different steps. We need to be able to locate these different reasons so as to make targeted optimization plans.1. Does not match our needsThe first reason is that when a user first comes in, he may just take a look at our homepage or our landing page and then jump out. In this case, a very likely reason is that the needs we provide are not quite matched with his. He came in to take a look, seemed not very interested and left.For example, a visitor who is very good at English is accidentally directed to an English training website. In fact, he does not need the English training services provided by any website at all, so his needs are fundamentally mismatched. In addition to this situation, there is also a large number of visitors who have potential needs that can be met by our website or APP, but these people still leave.At this time, generally speaking, there are two different reasons.
The first type is that although the product can stimulate user demand, the user does not see this part of the content at all, so he will leave.
The second type is that the product really cannot meet the needs of this user. So for these two situations, the PM actually needs to answer two different types of questions. For the first question, the PM needs to answer: since he didn’t see it, what were these users looking at? The second question is, if my product does not meet the needs of users, what kind of needs are not met?
How to find the corresponding solution? For the first reason, the user can get what he wants on my website, but the problem is that he doesn’t see it. So what we need to do is to enable users to see better, that is, to place the correct content in the right place.Here, let’s talk about how to provide users with the right content through sorting. Sorting is a very learned thing. Let’s not consider the case of personalized recommendations for now. Suppose an APP has 10 function entrances, which are placed on two screens. The functions placed on the second screen are not used by many users. Is it because of the function issues or the placement issues? I have 10 function entrances, but because I think it is a bit crowded to put them on one screen, I actually want to put them on two screens. Then after I put them on two screens, I found that all the functions placed on the second screen have not been used by many users.In this case, is it because the function itself has problems in terms of appeal, or is it because of the placement of the feature, putting it on the second screen that causes problems? At this time, you need to count the views of these two screens. If the views of the second screen are very small, then the reason can be located. It is indeed because the user did not look at it that this effect occurred. If the second screen has a high number of views, it means there may be something wrong with the function itself.The second scenario is when I have a lot of content/products that need to be displayed to users in a list format. If I want to generate as many clicks as possible, how should I arrange them?If the content in a certain location has a large number of clicks , does it have to do with the location or the content? If I have content that I want users to click, where should I put it? These are the questions we need to answer.We can see this by counting the actual data. There are two pictures here, which are the distribution of the top 50 clicks of two actual APPs.We may think that, without a doubt, clicks are definitely concentrated at the top of the list, but we can see from this graph that different products have different concentrations.For these two products, the Top 10 content of one product accounts for 45% of the clicks, while the Top 10 of the other product accounts for 60% of the clicks. The gap in the data for the Top 20 is further widened. Although the distribution is within the same list, the concentration of different products is different.Therefore, you should try your best to place the content that you want users to click on, in a location where they are more likely to click on it.To summarize:
For products with more content (e-commerce, information), position is an important factor affecting clicks.
Each product has its own click concentration and needs to be treated differently. You need to understand the click distribution of your own products.
Find your golden position and place the content with the best conversion potential there, so as not to waste any exposure opportunity.
2. Product features/services/goods do not meet expectationsRegarding the second reason, if my product does not meet the needs of users, what kind of needs are not met? Faced with this situation, users sometimes use some disguised methods to tell you. For example, if our website or app has a search function, when a user cannot find the product content he wants when browsing, he will use the search. When searching, you use search terms.When no search results are found, we will display a page. Here is an example of Taobao . Because I just typed a string of keywords randomly, there will definitely be no search results. If there are no search results, we will display a search page with no results. This place will prompt you the search term you are currently searching for.We count the frequency of occurrence of this search term and make a bar chart. We can then know what content this user is looking for but cannot find when he goes to the website or app.The second reason for churn is that the product/service/goods do not meet expectations. For example, the user already feels very interested in the content provided by your website or APP. So he browsed some details, but he ultimately did not make a conversion, such as clicking to purchase. At this time, you have no way of knowing directly whether he has a positive or negative attitude towards your product. But you can verify it through other methods.Taking e-commerce products as an example, our e-commerce websites or apps generally have some modules to help users convert. For example, reviews and customer service. The purpose of setting up the review module is to hope that users will think our product is good after reading the reviews and thus make a purchase. But sometimes, we cannot rule out that some users will make bad comments.So we want to know, is the module for setting up comments playing the role it is supposed to? At this time, we need to verify it through some data. How to verify? One possible solution we can think of is: count the overall conversion rates of the users who have visited the detail page and read the comments, and those who have not read the comments. Is there a difference?How to do it?The first step we need to do is to define what kind of behavior a user has completed is considered to have read a comment.Generally there are two methods. If the comment entrance has been clicked, it means that he has entered and read the comments. Another type is that the commented page has generated too many views. Both of these situations indicate that the user has read the comments. We use the definition of this behavior to group these users.After the grouping is completed, we apply the grouping to the conversion funnel I built earlier to obtain comparative data.The conversion rate for users who have read the comments is 53.1%. The overall conversion rate is 41.8%. We know that users will read reviews, which in itself shows that they have a strong desire to buy. Then it is normal for the data to be higher. However, if its data is lower than the overall data, it means that there is a big problem with the review settings of your product.This shows that my comments on the settings of this module can still play a certain positive role, so we can use this data comparison method to verify whether different module settings have played their corresponding roles.3. The interactive experience is not very goodSome users have decided to purchase, but they are lost during the checkout process. Or he has clearly submitted the order. But when he was about to make the purchase in the last step, he just didn’t succeed. At this time, when we were actually doing the analysis, we found that many cases were caused by problems in usability or interactive experience.For example, when a user clicks the purchase checkout button for certain models, he may be reluctant to click it. After clicking several times, the user may become annoyed. After getting annoyed, he may not be willing to complete the purchase. Therefore, this kind of interactive experience and our usability are also a very big problem. If the conversion rate of a certain browser or mobile phone model is low, you should pay attention to whether there is a device compatibility issue.4. Mysterious reasonsThe above three reasons are some of the common reasons for low conversions in our daily analysis, and they can be optimized. However, in some cases, or more cases, we have excluded all the above situations and found that there seems to be nothing abnormal in these aspects, but the problem conversion rate is not high enough.What should I do at this time? My own idea is to take a close look at our users. For a product manager , he may need to pay attention to the user's original access track from time to time to check if there are any obvious reasons that lead to user loss. That is, I can see what pages the user visited, what content he clicked, what pages he jumped to, and so on at different time periods of each day. That is, you can see the detailed content of each step on this website or APP.In one case, we carefully examined the users who lost in the last step of the product and found that: these users were quite active, had a lot of website visits, and had completed most of the conversion paths (even more than once), but they just did not make the final conversion and basically gave up on payment at the last step. Considering the high unit price of this product service, it is very likely that these users are lost while they are hesitating whether to buy. What should we do in this case?This happens because it is a user psychological hesitation. At this time, we should combine our visitor access mechanism and carry out re-operation for this part of users. In other words, find this part of your users, give them a push, and encourage them to complete the conversion as quickly as possible.Because when registering our products, users are actually asked to provide some of their own information and contact information. For example, the user’s email address, his mobile phone number, his social media accounts. For some APP products, we can push some notifications to users. For example, you can directly push some preferential policies to users: send you a 500 yuan coupon, or give you a buy one get one free offer, and so on, to encourage him to make a conversion as soon as possible.
Mobile application product promotion service: APP promotion service Qinggua Media advertising
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