When consumers buy a product on Taobao, they need to "check the product" first, then consider whether to place an order, and finally make payment. When converting in each link, there will be loss due to some reasons. For example, in the “view product” link, users think that the product does not like it, so they jump out and no longer buy it.
In the "Payment" link, the user cannot make consumer email list a payment due to a single payment method. If we want to express "the situation of consumers buying a certain product in a certain store on a certain day" through graphics, we can use the funnel diagram to express the relationship between different links in this business process very vividly.
From the figure, you can clearly read the relationship consumer email list between different links, check the product -> place an order -> pay:
After counting the number of consumers in each link, you can further understand the data situation of the business process through digital expression on the "funnel chart". The number of consumers starts from 100 people in the "view product" link, and finally ends at "payment". It is 10 people, of which the number of lost people is the largest in the process from "ordering" to "payment", which can be analyzed and changed in this link.
The above is an application of the funnel diagram. This article wants to discuss the application of the funnel diagram in product design.
1. What is a funnel chart?
The funnel diagram is to draw the different nodes of the same process into a chart in order to describe the changes in the links in a business process, where the process refers to the overall business process, and the nodes refer to different links in the business process, corresponding to the case at the beginning of the article , the process is the process of consumers buying a certain product on Taobao; the nodes are the links of "viewing products", "ordering", "payment" and so on.
Further analysis, it can be found that there is a sequence between nodes, so when using "numbers" to assist in expressing the data flow in the business process, it can be found that the funnel diagram presents the following data characteristics: the data of the previous node is the data of the next node. The parent set, the data of the next node is a subset of the data of the previous node. Combined with the initial case, consumers buy a certain product on Taobao from the first 100 people to check the product, to 50 people to place an order, and finally pay for the consumption There are 10 people.
From this, it can be found that the funnel diagram is related to the elements "process", "node" and "auxiliary numbers", and each element has its own special requirements and will affect the expression of the funnel diagram.
1. Nodes need to belong to the same process
In the laboratory, the funnel seen is a container with a large inlet and a small outlet. If water is poured from the inlet, after passing through the funnel, it flows out at the outlet. It can be found that the water flow changes from the top to the top. down decreased.
Correspondingly, the funnel chart is an upside-down isosceles triangle, and the area also decreases from top to bottom. Therefore, corresponding to the funnel diagram, it is like the change process from the entrance to the exit when the water flows through the funnel. The data in many business processes also changes from more to less with the change of nodes. For example, in the process of purchasing goods on the web page, With the "view product -> order -> payment", there will be fewer and fewer people.
Here we can conclude that the funnel diagram is used to describe the data changes of different nodes arranged in order in a business process, and the specific changes are presented as data from large to small.
This requires that the nodes represented by each data belong to the same process, because when the nodes are not in the same process, the data represented by different nodes cannot form a sequential order, and the displayed size changes are meaningless. The graph after the funnel chart expression has no practical business meaning.
Let’s take a look at a case. The data of commodity activities of a store monitored by buried points are as follows: the number of users who browsed commodity A was 500, the number of users who generated orders for commodity A was 300, the number of users who paid orders for commodity A was 150, and the number of users who completed transactions in commodity A was 80; There are 300 users browsing product B and 100 users browsing product C. I want to analyze the transaction conversion effect of the product through the "funnel diagram". After combining the data of different nodes into a data group, the following different results can be obtained.
If we take the number of users who browse product A, the number of users who browse product B, and the number of users who browse product C as a data group, these three nodes are all a starting node for purchasing a certain product, and there is no sequence to form the same process. , the number of people in the three nodes is the starting number of a process, the data changes expressed are meaningless, and it has no business meaning after being expressed in a funnel diagram.
The number of users who browsed product A, the number of users who produced orders for product A, the number of users who paid for product A, and the number of users who completed transactions in product A, as a data group, the nodes belong to the same process and can be arranged in order. ->Production Order->Payment Order->Complete Transaction".
It satisfies the requirements of the funnel diagram, and reflects the situation that the number of people continues to lose as the node progresses in the process of purchasing commodity A. After the funnel diagram is converted, it can show the data change process in this process and help users analyze The transformation between different nodes, so as to propose targeted improvement strategies.