Let's start with an example, from Sean Ellis' "Growth bulk sms service Hacking": The growth team of a food store app found a problem: after the app was launched, it gained 190,000 users in a short period of time through various promotions, but fewer than 7,000 users finally completed purchases in the app. Is the app experience bad? The product is not attractive enough? In fact, many products will also have such problems. After finally attracting users, how to make bulk sms service them continue to use and activate them? With this data, it can be clearly seen that there is no problem with the experience of the product itself or the app, and most of the users who can pay normally have completed the purchase, but there are obstacles to adding payment tools and settlement experience. The team needs to try to make billing easier for users.
At the same time, considering that the search volume of bulk sms service new users is not high, it is necessary to try to encourage first-time visitors to search and browse more products, such as setting up a special store interface, improving the guide copy and so on. Financial analysis (the entire income statement is actually a funnel, ratio analysis); Product design (diagnosing the conversion rate of a series of user behaviors); Advertising (traffic monitoring, performance evaluation), branding (cognitive-behavior conversion), etc. Of course, in addition to the example of the bulk sms service user experience process mentioned at the beginning, the funnel model has many other applications. for example: Brand perception-behavior funnel [F05] How the funnel model assists data decision-making When measuring brand awareness, three indicators are usually used : Top of Mind:
Represents the quantification of the brand's strong bulk sms service positioning (or the depth of the user's mind) . Mention the XX category, the first brand that comes to mind. For example, "Which app is the first thing you think of when you mention short video apps?", one person may answer Kuaishou, the other may answer Douyin, but each person will only have one top of bulk sms service mind, and eventually each brand can be counted How much territory it occupies in the minds of user groups. Un-Aided: Represents the quantification of weak brand positioning (into the user's mind, but not deep enough). When it comes to the XX category, what other brands can you think of? For example, "When you mention short video apps, what other apps can you think of?" A person may answer Douyin, Kuaishou, etc., but usually no more than 5-7. Because human memory/mind is also limited. Awareness: Represents widespread awareness. All k