學習筆記
 
目標可以分成透過轉換的行為來達成, 轉換行為分為: 「綜觀轉換」(Macro conversion)與「微觀轉換」,說明如下:
*「綜觀轉換」(Macro conversion)是直接達成目標的行為, 例如在電子商務網站直接下訂單
*「微觀轉換」(Micro conversion)是與達成目標間接相關的行為, 例如在電子商務網站收到促銷郵件(但尚未下訂單), 免費註冊成為網站會員等等
 
觀察「微觀轉換」(Micro conversion)如何進行很重要, 因為網站經營者可以分析訪客是採用哪些管道或行為完成交易的。
 
功勞歸屬(attribution)是設定交易完成時, 功勞歸屬於哪個管道. 常用三種功勞歸屬模式如下:
 
1.  最終點擊模式(last-click attribution):  所有成交的功勞均歸屬最後一次的點擊。例如, 當網站上成交一筆100元的訂單, 最終點擊模式將功勞歸屬於最後一個點擊價值100元(意即其他的管道點擊價值為0元)
 
2.最初點擊模式(first-click attribution):  所有成交的功勞均歸屬最初一次的點擊。例如, 當網站上成交一筆100元的訂單, 最初點擊模式將功勞歸屬於最初一個點擊價值100元(意即其他的管道點擊價值為0元), 通常網站知名度不高時,需要吸引新人潮時, 會採用此種模式。
 
3. 線性模式(Linear model) :將功勞歸屬於完成交易前的所有管道, 例如, 訪客完成100元交易前,共通過四個管道, 則此四個管道的功勞歸屬各為25元(100/4=25)
 
課程習題(官網2.3單元)
 
1. Your business' objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

 A. Visits
 B. Ecommerce conversion rate
 C. Page value
 D. Bounce rate
 E. Pages / visit
 
解答: B; 網站目標必須符合企業目標, 本題指出企業目標是在網站上銷售最大數量, 因此網站Ecommerce conversion rate與銷售最直接相關
 
2.You run a heavy-machinery business and use your website to generate sales leads for high-priced items. Which of the following actions below would you consider the main "macro conversion" for your site?

 A.A potential customer visits a lead form, but doesn't fill it out or submit it.
 B.A potential customer fills out and submits a lead form.
 C.A potential customer downloads a spec sheet for one of your machines.
 D.A potential customer signs up for your weekly newsletter.
 E.A potential customer joins your social media community.
 
解答: B; 題意所描述的是業務前導型網站, 此種網站的目標是必須讓客戶留下資料,「綜觀轉換」(Macro conversion)是直接達成目標的行為, 因此選B
 
3. A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you’re using a linear attribution model, how much conversion credit could be assigned to the last display ad?
 A.$0
 B.$25
 C.$50
 D.$100
解答:B; 本題指出客戶在完成交易前共經歷四道程序(clicking on a search ad, then a social media ad, then another search ad, and finally a display ad), 採用 線性功勞歸屬模式(Linear model) 是均分功勞, 所以是100/4=25, 選B
 
 
 
 
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