Chapter 7: Conversion - How to turn traffic into money?

The traffic is coming, and the target users are coming, but it may not be converted, and the conversion rate may even be very low.

How to convert efficiently and how to turn traffic into money efficiently?

This is something that needs to be studied in depth.

In this chapter, we first briefly talk about the basic work of conversion, and there will be a special chapter "User Behavior Design Methodology" to introduce it in detail later.

Because transformation, to really do it well, actually requires a systematic design.

Transformation often involves the following aspects of work:

1. Design of conversion path

The simplest conversion path is the basis for high conversion.

Regardless of the product, complex conversion paths hinder conversions

A concise conversion path not only involves fewer steps, but also involves users’ cognitive costs, reasonable design of behavioral feedback, etc.

This requires a very systematic and systematic behavioral design. It needs to be considered as a whole.

Never try to solve one "point" problem one-sidedly or out of context.

For example, in an e-commerce conversion path, many people will find a problem in a certain step through data analysis, then solve the problem, and then look at the data to see if there is any improvement.

On the surface there seems to be no problem. But to do this, there must be a prerequisite, that is, the "point" problem discovered must be considered together with the design of the overall conversion path, even from the entrance, to login, to ordering, to payment. , and even extended behaviors after payment, such as sharing, buying more, etc., all aspects of user cognition, behavioral paths, behavioral feedback, etc. must be comprehensively considered. Otherwise, it is easy to increase the indicator of this "point", but affect the conversion rate of other steps.

2. Cost and Benefit Design

Transformation also requires driving force. Without motivation, no matter how simple the conversion path is, it will be difficult to achieve high conversion.

For conversion, this driving force is the cost of cognition, behavior and transaction costs and benefits.

To put it bluntly, the user's conversion process is a game between the user's income and payment.

The process that supports the user's continuous conversion is the process in which the user continuously obtains "profit". Only continuous "profit" from the user's every behavior and transaction will ultimately support him to complete the entire conversion.

Therefore, on the one hand, improving the user's revenue from each behavior and transaction (in fact, more often than not, added value) and reducing the cost of cognition, behavior, and transactions have become the key to conversion.

First of all, the high cognitive cost, simply put, means that the target users do not understand what this is for, so it will lead to users not knowing how to play, and it will be difficult to convert smoothly.

The high cost of behavior, simply put, means that the operation of the product is too complex and cumbersome for the target users, which will lead to the loss of a large number of users at each step. The resulting conversion rate will also be poor.

Whether the cognitive and behavioral costs are too high is closely related to the characteristics of the target users. For the same thing, different user groups have different perceptions of it and their behavioral capabilities are also different. This is also the reason why products of the same type will be very different if they are targeted at different user groups.

It is easy to understand that high transaction costs directly damage the motivation of users to convert.

If behavioral income and transaction income are well designed, they will greatly increase users' conversion motivation.

Take the purchase conversion of e-commerce as an example.

3. Design of multi-layer conversion—how to maximize benefits

What should I do if the user does not convert in the end?

For example, in an APP that sells books, the user wants to buy a certain book, but in the end there is no order conversion. So, are we allowing users to churn?

If the demand for this book is taken as the head, then the long tail of this demand has two aspects. On the one hand, it is books similar to this book, and on the other hand, it is the related content and community aspects of this book. For example, book reviews, communication with people who like this book and have read it, discussions triggered by this book, etc.

Along the long-tail needs, you can build a series of long-tail conversion goals and paths around this book.

In this way, even if the user does not buy this book, the user may also buy other related books, or participate in content creation and community discussions related to this book. Be prepared for subsequent conversions.