Website conversion analysis of the channel model and transformation of resistance February 12, 2012 at 5:22 am
Transforming the channel model:
Traffic secret Google Analytics web analytics and optimization techniques in the conversion funnel icon (8.2.2 channel shape – Figure 8.4, page: 134), I redraw the graphics, basically to maintain the consistency of the shape. Just go to the In addition to the dotted line part, because I think different types of sites, the goal of transformation is defined different freeze to avoid thinking, there is no draw. Approximate the transformation model diagram has the following several:

Website conversion analysis of the channel model and transformation of resistance
Channel A: 100% conversion rate, all traffic was successful in all the defined conversion goals page. This idealized channels simply is not possible in reality. Maximum may be a process in the entire channel.
Channel B: Most of the conversion funnel, said traffic is a gradual loss of the final process is very smooth and smooth the successful transfer of longer loss.
Channel C: all aspects of the uniform, the loss of a small number of visitors also quite optimistic about the model, most companies want to optimize the model.
D, channel: This channel looks good, but there are unknown flow again on the way to increase can not be predicted, and targeted for improvement. Unknown channels defined conversion part of the initial flow, or midway, it is difficult to verify.
Channel E: very bad, most visitors are in the initial access path loss, and serious problems of our channels in the front-end.
Website conversion resistance
Based on the above conversion funnel model, a brief analysis of the main factors.
First, for A channels, such an ideal situation will occur at what time? Conditions of such channels is the visitor’s purpose is clear, the corporate Web site does not need the redundant information, visitors to corporate Web site is doing directly over the order, some of the monopoly goods is conditional appear. For such cases, the conversion of resistance is the inlet flow direction should be optimized how to enlarge inlet flow. Possible factor is the brand awareness, targeted group of customers accurate advertising coverage, pay attention to coverage if the precision of the advertising, because if we can not do (in fact we can not do) precision was introduced, it means that there will be invalid traffic come in, invalid traffic to enter and will certainly leave after the channels will not be as wide as, but gradually narrowing. May be deformed to a certain for BCE channel have.
The B-channel model, the possible transformation of the resistance is invalid flow into too much, or critical turning point in the conversion goals, and reverse traceability, a link. Advertising match for invalid traffic optimization, with the product or service needs of populations fine classification, grouping matching. If we determine that the introduction of traffic are very relevant, then the use of reverse thinking backwards in the past from the conversion goals, identify problems, root knot. The loss of B-channel customers occurred in relatively close to the entrance, that occurred prior to the scheduled link (different sites into the target definition is not the same, the process is not the same, but basically there is such a process may be the world shopping form or similar scheduled, there are still some uncertainties), and therefore ruled invalid introduced, to find a problem, it is necessary to refine the decomposition of the critical transformation path, a list of the factors in the various links. Usually the case may be the page loading speed guide is not accurate, the experience of the page, complete information (list incomplete, to be based on specific circumstances, the data observation). For the channels to optimize the corresponding website experience arrive before the scheduled link to start.
C model, the basic regarded as a reasonable model, each link has a certain amount of loss, usually means that the conversion of resistance, this loss does not necessarily mean harm, that the visitors into the next part of the qualification review such as requiring user authentication information, there may be loss, but will prevent malicious registration or other independent visitors to continue, it can guarantee the high conversion of the downstream. This situation can be appropriate in all aspects of testing to relax the drain port, to avoid over-reliance on the effect of the channel page.
For D channels, the increased traffic on the way is not clear channels for the conversion of resistance factors is not the site itself, which may be a new and unknown means of marketing effect, may be effective because no other means of promotion, such as microblogging and social media The diffusion effect is unknown, what can be the basis for optimization on site issues.
The conversion of the E channel, similar to the B model, changes in the initial link is fierce and is happening even in the more near the entrance, conversion resistance in addition to the factors of site experience may be a single channel the initial review of the conditions are too strict. Impact of the factors that most need to improve the problem, but usually a single link, as long as the breakthrough, there may be a good conversion upgrade.
Conclusion: In fact, the site analysis is a practice of science, based on actual data for the analysis is based on very specific, rather than abstract concepts. Our analysis is that a reverse process of learning, instead of the visitors was the psychological intent, we based only on performance for most users there will be similar. So the conclusions are not necessarily correct, and also need to continue to practice, by defining the different channels to be tested, continuous optimization, and eventually will get the best conversion path.