Author: Analysys Digital Marketing Manager Zhao Yan
By-acquisition and retention in both directions continuous efforts, the product can be optimized, so that products become relatively better and better, their product marketing and operational capabilities will become increasingly strong.
Data in this chapter about how to find the source of the problem through the drill, product optimization. Before the next drill, to have a clear positioning of their own, clearly state what is in their own data.
If your product or website is H5, local user you are in contact with the various browsers, common with Google's chrome, Microsoft IE, 360 browser, QQ browser, etc., and each will have a lot browser version with the continuous evolution of the browser, inclusive browser is also doing better and better, but there are two cases make our products may be a problem:
1, browser version the user is too low, such as IE6 or earlier, and our products are doing research and development, and did not adapt to IE6 and earlier versions;
2, the user's browser is too small congregation, we are doing product development time, development did not fit into the cover. Now the browser much like a terminal, compatibility problems not only to consider the mainstream PC side, the mobile terminal browser is endless.
In both cases, if our products cause compatibility problems arise, users either jump out, or even directly unload resulting in the loss, hard-won users, there are many situations or paid from, because if our own product functionality issues and wasted, very is a pity. Therefore, it is necessary to help us optimize the product through the drill analysis.
How to determine the compatibility of their products?
You first need to operate or experienced marketers basis, you can judge for yourself what kind of data it is reasonable, such as: Usually a website home page bounce rate may be 50% to 70%, a registered conversion conversion funnel may be about 40% (reference values), so that their data can initially determine in what kind of state.
Drill Usage 1: landing page to check compatibility problems
We can be analyzed by a transverse browser way of comparison, such as to know the overall landing page bounce rate was 80%, the flow rate through the drill know the proportion of the top three different browser data, a chrome 60%, respectively, IE 80 % 360 95%, then it can preliminary judgment, the landing page experience on the 360 is not compatible with open questions, and further drill about bounce rate of all the 360 version, you can locate the precise problem, you may find a great jump low 360 versions of pages are not even fully open, by continuing to repair the mean value from a version, you can continue to improve friendliness compatible landing pages to help us to optimize products, improve the conversion rate.
Drill Usage 2: Conversion funnel Check
Through a funnel analysis Analysys Ark, we can know that all levels of the conversion funnel data, there is bound to have lost the funnel, you can drill through the loss of all who know the user, to give users complete we expect to complete the event there will be a variety of reasons in addition to subjective reasons, we need to know the user based on the user's behavior is because after what renounce the use of our products, and targeted product optimization.
For example:
One time we had a website form page iterations tested, but on the line after the conversion rate is not ideal for the front of the line, down 10% compared with the previous version, stands to reason that there should not be such a big reaction, so we pass under 1 drill drill usage analysis, found that conversion rates OPPO significantly lowered the overall conversion rate, so we drill through the use of 2, the next user behavior OPPO loss of drilling, discovered a commonality, through our actual test, the user click for code in this event repeatedly there will be no next move, this time to basically guess is that this device is compatible with a problem of a button. We were tight emergency repair, the overall conversion rate is improved a lot.
Causes of churn is part of product compatibility problems, but partly because of subjective reasons, the user subjective abandon transformation, guided probably not good enough. So for these two questions, what direction we should go from product to optimize it?
At this point the user can from anxiety, caution, risk, doubt, hesitation and other aspects to think about the conversion funnel which allows users to link had to give up the idea, then analysis we can see a lot of problems by giving up the user's behavior, such as user and (company name) choose to give up sensitive information on the input if the input text field before is very smooth, then we need to do is to find ways to eliminate the user's concerns, such as allowing users to rest assured plus confidential text.
to sum up:
Drill used in many applications there are product optimization direction:
1, drill browser type, version;
2, the drilling device type, version;
3, drill user behavior;
4, drill product version;
5, the lower portion of the drill conversion funnel user (user grouping);
…
Through the drill capability, we can better understand user behavior on our products, so as to continuously optimize the product, so that users are more willing to complete TA we expect to complete the action.
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