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高轉換率�の�
App/Web企劃術
我們來談談甚麼是轉換率
轉換率
CTR (Click Through Rate)
點閱率
CVR (Conversion Rate)
轉換率
轉換率
訊息 (Message) 慾望
(Desire)
動作引導 (Call to Action)
符合視覺動線
明確獎勵、滿足好奇、未完成
單一清楚
訊息單一清楚
滿足好奇、獎勵誘導、未完成
符合視覺動線
CTR
CVR1
CVR2
Impression/Awareness
Click
Install
Purchase
一個新的使用者的旅程中 轉換的節點不是只有一個
怎麼知道轉換率好或不好呢?
首先,先定義使用者的旅程
訂出每個節點,並埋放對應的追蹤碼
30%
20%
90%
Category
Cart
Paid
加入流量來源的區隔
30%
20%
90%
10%
10%
60%
70%
30%
70%
探索異常,發現問題
30%
20%
90%
10%
10%
60%
70%
30%
70%
還原現場、訪談或問卷
Answer 1
Answer 2
Answer 3
常見的分析模型
Promotion Campaign Ads PR Event
Get traffic
Operation User Experience In-App Operation Push Notification Content provide Frequency of requirement
Referral Sharing Rating Reviews Invite
X%
Create Value
成長模型
User Base Keep retention
Business Value Business Solution Sell Ads E-Commerce Virtual Goods Premium Collect Data
Organic Store Feature Store Ranking SEO ASO Product Market Fit Ecosystem point