On the issue of analyzing the effectiveness of promotion methods for online stores
I would like to discuss and arrange a kind of brainstorming on the next topic. We all want to know how many of the visitors we have attracted have become our customers. And, of course, we want more - we want to know where the specific customer who bought the specific product came from.
There are two ways to do this:
But if the first option is simple and effective, then the second is not so smooth. The client can say that he came from Yandex, although he clicked on the offers in Yandex.Market or in the context of Yandex.Direct, does not remember the site from which he went randomly browsing the network - that is, the data is not accurate and unreliable, to evaluate the performance of a particular tool clients (this does not mean that the feedback from the client is not needed - it just needs other information from it, but you can try to get this information automatically). Unfortunately, there are IMs who sell money-consuming and technological goods (such as mine - selling laptops), in which the percentage of orders placed on the phone comes to 70-80%.
Analyzing this task, it occurred to me that if a person would like to see a phone (if he wants to place an order by phone, rather than use an online order), he would have to click to see it. And click on the click Ajax fixing who he is and where he came from. Yes, not the fact that the call, but who are interested in the phone - almost 100% potential customer. So the promotion worked right.
')
I foresee the twisted faces of usabilists. Yes, hide the phone wrong. Can show it incomplete? Going into transparency? Post a hint some psychologically digestible, so that the client naturally perceived a click on the phone to see it completely ... On Habré, I saw a link to a page where the author offers a trick as a jQuery plugin, as if pulling the corner of the page and at the same time opening source code (as if the patch was peeled off). Alternatively, you can make the same effect.
Not saying that it is right. This is only an option that came to mind. Maybe someone else will offer something interesting?
Update:
bico : we install mini PBX in the office, and on each page (for each of the analyzed sources of the target audience - webbolt note ) we place different extensions. At the end of the day, see how many calls came to which extension and understand where the buyer came from.
And so we will know where the call comes from.
lash : instead of the “iron” PBX, use a solution based on VoIP for the option offered by bico (for example, a free Asterisk - webbolt note ).
There are two ways to do this:
- When ordering through the site - the statistics of visits, from which we find out where the client came from, to whom we issued a confirmation page on the order
- When ordering by phone, bypassing the online order - the question “How did you find out about us?” When placing an order by phone (when the customer received the order, when calling after some time after receiving the order to get feedback about the product and service from the customer - emphasize)
But if the first option is simple and effective, then the second is not so smooth. The client can say that he came from Yandex, although he clicked on the offers in Yandex.Market or in the context of Yandex.Direct, does not remember the site from which he went randomly browsing the network - that is, the data is not accurate and unreliable, to evaluate the performance of a particular tool clients (this does not mean that the feedback from the client is not needed - it just needs other information from it, but you can try to get this information automatically). Unfortunately, there are IMs who sell money-consuming and technological goods (such as mine - selling laptops), in which the percentage of orders placed on the phone comes to 70-80%.
Analyzing this task, it occurred to me that if a person would like to see a phone (if he wants to place an order by phone, rather than use an online order), he would have to click to see it. And click on the click Ajax fixing who he is and where he came from. Yes, not the fact that the call, but who are interested in the phone - almost 100% potential customer. So the promotion worked right.
')
I foresee the twisted faces of usabilists. Yes, hide the phone wrong. Can show it incomplete? Going into transparency? Post a hint some psychologically digestible, so that the client naturally perceived a click on the phone to see it completely ... On Habré, I saw a link to a page where the author offers a trick as a jQuery plugin, as if pulling the corner of the page and at the same time opening source code (as if the patch was peeled off). Alternatively, you can make the same effect.
Not saying that it is right. This is only an option that came to mind. Maybe someone else will offer something interesting?
Update:
bico : we install mini PBX in the office, and on each page (for each of the analyzed sources of the target audience - webbolt note ) we place different extensions. At the end of the day, see how many calls came to which extension and understand where the buyer came from.
And so we will know where the call comes from.
lash : instead of the “iron” PBX, use a solution based on VoIP for the option offered by bico (for example, a free Asterisk - webbolt note ).
Source: https://habr.com/ru/post/57396/
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