Some time ago just completed an analysis of site process each step of the wastage rate, demand for display and use the funnel model, here to share with you. The analysis process can commence from the following three steps: determine the need to analyze the access path or operating procedures, data collection and are the statistics of the number of each step in the path, and finally with the funnel model to display the results.

User access path (Path Analysis)

The concept of click-stream from the Web log to this article, click-stream introduced, in fact, a click stream is the user's first visit to the path. In most cases, the user's access path at random, disordered, when users visit a site may often use back to return to the home page or click a link, etc., the degree of coincidence of the different user access path may be only 1% The analysis of these disordered path is meaningless.

Therefore, we have to analyze some of the critical path of the site (Key Path), the user into a relatively standard and orderly path for a target, the user's goal is to reach the "exit" rather than arbitrarily loitering. Such as the registration process of e-commerce sites, shopping process, the application site service use process. Cite an e-commerce website shopping process simple example:

Thus, we can be calculated in accordance with these critical path every step of the conversion rate.

Conversion rate (Conversion Rate)

Conversion rate, by definition, from the proportion of people when a page to enter the next page, such as user access to my blog Home 30, from the home page click on the user to enter in this article 12, the conversion rate from Home to this article 12/30 = 40%. Of course, we can calculate the user's access path of each page to the next page the conversion rate of most of the same kind of work does not make sense, we need to seize the focus - the conversion rate of the critical path.

Above the shopping process, for example, we are the statistics of the number of these five steps, each step, and then calculated the conversion rate of each step:

By the statistics of these data, we can initially determine the conversion rate of the process and every step of the wastage rate. Of course, in order to allow the results of the analysis of more specific image, we can make use of charting tools, the funnel model used here is just appropriate.

Funnel model (Funnel Model)

The funnel model not only shows the user into the process to achieve the objectives of the final conversion rate, also can show every step of the conversion rate in the entire critical path. Google Analytics provides a good analysis and display programs of the funnel model, specific methods can refer to the articles of the blue whale - Google Analytics functionality articles - my goal and funnel , the funnel model in Google Analytics show can see the screenshot on the right.

Because they can get the raw data, so I chose the more flexible, customized a higher degree of excel forms to deal with. In order to show the effect of the funnel, a very practical way to find online - Set the placeholder data, and then bar stack diagram shows the data and placeholder data, data color removal, the display is each of the following The data bars are centered, mass data = (enter the number - the current number) / 2, the results as shown below:

Here below the blue bar on the left are placeholders to data bars, except that they are "invisible".

Should be noted that a single funnel model for the analysis has no meaning, we can not just good or bad evaluation of the conversion rate of each step in the site of one of the key processes from a funnel model, it must be through the trend, compare and subdivision method to analyze the conversion rate of each step in the process:

• Trend (Trend): timeline changes, apply to a particular process or one step to improve or optimize the performance monitoring;  
• (The Compare): to buy or use the conversion rate of the process by comparing similar products or services and found that a certain product or application problems;
• Segments (Segment): breakdown of the source or different types of customers in the conversion rate on the performance and found that some high-quality sources or customers, typically used for the analysis of site effects and ROI of the advertising or promotion.

Therefore, the funnel model applies to the site conversion rate of the critical path analysis to determine the entire process of design is reasonable, the pros and cons of each step, whether there is room for optimization. Try to understand the real purpose of the users come to your site and provide them with reasonable access path or operational processes, rather than to improve the conversion rate.

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