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在仪表板中,根据转化分析步骤可实现如下效果:
基于可视化图表可以清楚看出数据转化的效果,特别是通过漏斗图能够直观看出用户从浏览商品到最终下单交易成功的转化率情况。
下载资源包,然后将其导入系统,可以看到具体的设计细节,方便您参考学习。
转化漏斗模型,主要是通过转化率分析整个业务流程中的转化和流失情况。通过转化数据,对每个环节的流失用户再进行精准营销。
例如:一个手机公司同时在抖音和小红书投放了广告,通过转化漏斗发现小红书带来的最终购买比较低,那么此时就找到了解决问题的抓手,可以就提高小红书渠道的转化去做优化。
通过对用户转化率的分析得到每个过程的转化率。
例如:搜索商品>添加购物车>下单>付款>交易成功
分析步骤:
收集数据。
转化率实现思路。
处理数据,添加所需要的计算列和度量值。
排序、转换率、环比合计。
绘制转化率分析图。
转换率计算公式
转化率=当前阶段用户人数/上一阶段用户人数
例如:交易成功转化率=交易成功数/付款人数
梳理原始数据 :
下单时间 | 访问平台 | 购买产品 | 渠道 | 客服 | 行为阶段 | 访问次数 | 浏览量 |
---|---|---|---|---|---|---|---|
2-22 | 安卓 | 手机 | 微信 | 杰克 | 添加购物车 | 6 | 10 |
添加计算列:
使用 Switch 语句来对交易顺序进行排序,按照交易顺序进行从小到大排序。
var categories=
SWITCH(
TRUE,
'转化率'[行为阶段]="浏览商品", 0,
'转化率'[行为阶段]="搜索", 1,
'转化率'[行为阶段]="添加购物车", 2,
'转化率'[行为阶段]="下单", 3,
'转化率'[行为阶段]="付款", 4,
'转化率'[行为阶段]="交易成功", 5
)
return categories
获取上一阶段的用户数量,通过该公式计算转化率。
var basetable = SelectColumns(
'转化率',
"阶段",'转化率'[行为阶段],
"行为阶段",'转化率'[阶段]
)
return Calculate(
Countx(basetable,[阶段]),Values([行为阶段]))
转化率=当前阶段用户人数/上一阶段用户人数 : 同比合计
IF(Divide(Count('转化率'[行为阶段]),'转化率'[同比合計])>0,Divide(Count('转化率'[行为阶段]),'转化率'[同比合計]),1)
在仪表板中,基于行为阶段分组,我们使用适合的图表组件,可以构建可视化页面。
通过漏斗图来进行转化率的分析:
通过环形图观来分析给渠道的下单占比:
通过条形图来进行优秀客服排名分析:
最终实现效果如下: