EDITORIAL
We used to see business people seem to use a funnel analysis model to analyze the process, even the formation of a conditioned reflex, business process transformation experience, to build a funnel again, and this funnel exactly what truly representative of what is possible to bring business people what advice to the ground , very few people to think deep.
Some would say, who do not know what a funnel is not that the conversion of each step of the business process ABC Well, the funnel conversion rate is low, it means that this time this process a problem. These words are not wrong in essence, however, how many people thought about the following questions do not know:
(1) funnel exactly how to build, is a big process unavoidably split into sub-processes one by one, or select a few key processes as a funnel?
(2) every step of the process should be performed on the funnel executives (each user) comes with what properties the establishment of the funnel?
(3) establish exactly how to funnel analysis? Analytical thinking is exactly the same whether different types of processes funnel?
(4) every step of the funnel people involved in the loss of what is truly the loss or the loss of the sense of the funnel?
In the following, we will focus on these four issues, combined with user behavior at the C-terminal product of the funnel-depth discussion, and tries to give his own views. Mainly from the perspective of the user behavior of the track, in-depth analysis of how the value of the larger funnel analysis model release, a detailed analysis of the similarities and differences initiative to trigger behavior with passive trigger the behavior, as well as the core focus of the funnel process in the two trigger mechanism, the final summary of the funnel construction approaches in these two different triggering mechanisms and corresponding collateral property .
In thinking funnel analysis, this paper gives his view:
Initiative triggered under the mechanism, funnel analysis should take advantage of group viewing, through the relevant properties of events such as the type of goods, price, whether to participate in activities associated with the user's attributes are grouped view such as gender, age, location area, to find out low conversion rate packet, a strategy to improve the product content. At the same time, there are ways to improve the conversion funnel users to view the path loss of the crowd, in a timely manner to restore the guidelines, such as lower transaction scene, reminding the user back to the shopping cart to make a purchase.
For passive trigger behavior, funnel analysis should analyze the reasons for the failure of passive trigger event, check if there is a problem of the product, and then check the number of passive trigger events and trigger events preceding paragraph, to verify product availability problems.
Finally, the article clearly not lost on the crowd full sense of the loss of population in the funnel, but on the establishment of the loss under the funnel's own perspective.
Introduction Table of Contents
The length of the article is limited to the content described in two,
The first part focuses on the content:
(A) What track user behavior
Process concerns under (b) two kinds of trigger mechanism
Construction of the funnel ideas under (c) two kinds of trigger mechanism
(D) the funnel process which properties should be included with
Part II describes the contents:
Funnel analysis of ideas under (five) initiative trigger mechanism
Funnel analysis of ideas in the reactive trigger mechanism
(Vi) the loss of people involved in the funnel is truly the lost
Dry body
The aforementioned problems of a problem and b are established when the funnel is essentially to be considered, we first track user behavior (process) will be described, and then to answer different types of flow in the hopper how to build different coarse-grained.
(A) What is the behavior of the user track
the name suggests, track user's behavior is under the same user migration to do a series of actions over time and business. E.g
When users log in to register 1 in the APP, usually following behavior occurs:
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Another example is when a user purchases on 2 APP, will produce some behavior trajectory:
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Above two is the most common user track user behavior daily, you can also see the trajectory of the behavior of a very detailed record of user actions that occur at each step. And these actions as a whole can be divided into two triggering mechanisms.
Two kinds of trigger mechanism acts track
The first users of autonomous trigger action to promote between the step and the step entirely on the active behavior of the user . After entering the registration page, for example, if the user does not take the initiative Click for Code button, a verification code will never be automatically sent to the user's mobile phone; and if click Add to Cart, if not the user wants to buy, buy now button will not be active trigger .
The second is a passive trigger the default action, pushing between the step and the step from the user's control . For example, after Click for Code button, regardless of the outcome, the server will return a result code may return a true verification code, it may return a result - the phone number has been registered, not in one minute can only repeat to send a verification code, and so on; and if click on the Buy Now, the page will automatically jump to a certain payment page, if not successful jump, most likely app crashes, network anomalies and other non-human controllable factors .
Process concerns under (b) two kinds of triggering mechanisms
for the first autonomous trigger mechanism , because the process can proceed entirely dependent on the user's experience and willingness to actual product, less interference by functional factors. Thus, in order to promote this type of behavior occurs in trigger mechanism, should be more to show the user a more clear and attractive UI screen, while working to improve product content, allowing users to spontaneous next step.
For example, after entering the registration page, in order to improve the chances of obtaining the user clicks the button code, the user should be able to find the button once where, how, and should not have excessive interference user clicks on the content within the page, such as should not be placed within the registration page guides the user clicks the hyperlink activities.
In another example, after the user added items to their shopping carts, whether it will be followed by purchase operation depends entirely on the user's desire to purchase goods. In this case, should be to ensure the buy button clearly visible under the premise, suggesting merchandise not purchased the shopping cart return, such as clicking through a number of operational strategy to guide the user to click to buy.
For the second passive trigger mechanism , the process is a passive trigger, as long as the behavior is triggered by step, the next step is the default behavior carried out. This type of behavior can not proceed, mainly due to functional problems such as network anomaly, the phone number has been registered, and so can not be sent repeatedly. Thus, for the second type of behavior trigger mechanism should ensure that products are more friendly and available, such as to ensure timely and reliable information returned from the server, the interface prompts clear without interference.
Construction of the funnel ideas under (c) two kinds of triggering mechanisms
in the construction of the funnel, user behavior is more proactive trigger uncontrollable, but high fault tolerance, while the behavior of the reactive trigger can be optimized by adjusting the internal testing, but If there are problems, it would be devastating. Thus for different industries, concerned the conversion funnel different risk and return, we should build a different funnel ideas.
For the final result saw the process should be more proactive behavior triggered by the user to build and refine, such as the Internet electricity supplier industry; and for low risk tolerance ability, you should make sure user behavior triggered by passive without any problems, such as finance and insurance industries.
What attributes (four) funnel process should come
to user behavior triggered by the initiative , already mentioned above, the factors affecting the next operation will be mainly UI screen products, product quality and other content. Thus, in these steps, with the more detailed the better product attributes should strive features by UI screen, the type of product content, pricing, regional factors will affect the user sketched out the next move.
For user behavior passive trigger , because the concern is the stability of the system, it comes "is successfully loaded," "successful transmission" and other attribute.
Part Summary
In the article, this paper describes what track user behavior, the user triggers the autonomy of behavior and passive behavior triggered What's the difference . For user behavior triggered by the initiative, in order to promote the occurrence of user behavior, users should be more to show more clear, attractive UI screen, while working to improve product content, allowing users to spontaneous next step. For passive user behavior triggered, should ensure that products are more friendly and available, such as to ensure timely and reliable information returned from the server, the interface prompts clear without interference.
Secondly, the article describes the application scenarios funnel under two trigger mechanism for the fancy final results of business processes, user behavior should be more proactive triggered build and refine, such as the Internet electricity supplier industry; and for risk to control demanding enterprise, you should make sure user behavior reactive trigger without any problems, such as finance and insurance industries.
Finally, for each funnel which parameters should be included with the article also made appropriate instructions . For user behavior triggered by the initiative, with product attributes should be more detailed the better. For passive user behavior triggered, because the focus is on stability of the system, it comes "is successfully loaded," "successful transmission" and other attributes that can meet the demand.
Legend: Click to view high-definition map
For more information, please continue to focus [God] public policy school No. "funnel analysis of what people can bring to the business? (Part II) "