Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番?

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Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番?

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growthhacker 发表于 2016-10-8 03:20:21 | 显示全部楼层 |阅读模式
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Lessons in growth engineering: How we doubled sign ups from Pin landing pages

Pinterest 作为瀑布流布局的鼻祖,其最新 G 轮融资中再次获得了 1.86 亿美元投资,估值 110 亿。除了招兵买马、强化营收外,全球化扩张也是 Pinterest CEO Ben Silbermann 既定战略之一。

Pinterest 非常喜欢在其官方 Blog 分享产品迭代过程中的经验心得,今天他们新写了一篇《Lessons in growth engineering: How we doubled sign ups from Pin landing pages》,介绍如何优化着陆页(landing page)来让注册用户量翻了一倍。感兴趣看原文的朋友点击文末链接,如果懒得读英文,且看这里简单地做个脱水。

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 0

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 0


A popular topic within growth hacking circles is improving conversion rates on landing pages. Everyone has seen those “10 tips to triple your conversion rate” articles that are littered with general tips (e.g. increase CTA size) and promise gains, which are usually small at best. Instead of trying those general tactics, we doubled page conversions and increased SEO traffic by doing one thing: leveraging data to better understand potential Pinners.

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 00

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 00





Improving Pin landing pages

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 1

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 1


1、先来介绍基本概念,上图是 Pinterest 的一个 Pin page,你可以理解成最终的一张单图的详情页,也是产品组织结构里最末端的那个单元。同时这个页面也是从其他站点反向链接、搜索引擎点入流量的最多的页面。

但 Pinterest 发现这个页面对注册转化的贡献竟然比其他着陆页更少。于是他们打算投点资源进行优化。

The first step to improve landing page conversions was selecting the right page to work on. While the “Pin page” (a landing page for clicks to a Pin from another site) is one of our highest trafficked pages, it converted worse than other landing pages, so we invested more resources into it. At first, we didn’t have much data about which parts of the page were effective at convincing a new user to sign up, so we tried a simpler, more visual page layout.


Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 2

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 2


2、于是上图是他们重新设计并交付 A/B 测试的新版页面。结果是:对注册转化量没什么影响。

同时这个设计的问题是,你无法推断究竟是什么因素影响了注册转化,是因为把相关推荐放在了右边导致,还是因为向下滚动展示的信息流更少了导致?

这是典型的未控制变量的试验失误(讲真,我很好奇 Pinterest 都做到这个体量了怎么还在犯 A/B 测试的基本错误,是因为想一次步子迈大结果扯到蛋了么)。于是他们决定把试验步骤拆分更细。

After testing this new design in an A/B experiment, we learned it didn’t increase signups compared to the previous version (i.e. the control). It also was hard to extract learnings from this design because it was so different from any previous version. Was it because we replaced the board on the right with Related Pins? Was it because we didn’t show as much content after scrolling? In this case, we learned that by taking smaller steps, we could learn more from each new version.

So, we tried a new version more similar to the control, where we allowed the Pinner to swipe through a carousel of Related Pins at the top of the page.

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 3

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 3


This version also underperformed, but only slightly. The data showed few people clicked on Related Pins, possibly because they were small and difficult to distinguish.

Next, we tried making Related Pins bigger and added attribution so they looked more like regular Pins.

3、接下来他们尝试了如上图的跑马灯式的相关推荐,但数据掉下来了一点。这是由于图片尺寸趋于太小,看不清且推荐不够精准。

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 4

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 4


This was a success! We saw a lot of engagement with the which led to more signups. Our hypothesis was that this version better because it illustrated the related content on Pinterest and, in turn, showed the value of signing up. We shipped this version, and it became the control in future experiments.

However, we wanted to see if we could do even better at converting Pinners on Pin pages. Because Related Pins seemed enticing to new users, we wanted to further highlight them by adding them to the normally blank spaces on the left and right sides of a Pin.

4、于是基于前述经验,他们把跑马灯的尺寸做大,又通过图片属性来让推荐更准一些。试验成功!注册转化提高。团队认为这一改动让用户通过看清相关图片,发现了注册之后的价值。

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 5

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 5


We were surprised to find this version performed the same as the control. For our next iteration, we tried something simpler, where Related Pins were only on the right of the Pin.

5、团队还不满足,继续优化。他们认为相关推荐对注册转化的贡献很大,于是尝试其他方法,先把页面左边和右边的空白位置一股脑都填充上了。结果数据没什么变化。

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 6

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 6


6、于是又只放到了右边,数据好了一丁点,但还不足。

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 7

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 7


We were excited to learn this version beat the new control. But, we wanted to do even better. We looked into the user action event-tracking funnels and found those who clicked through on the main Pin (and thus went to the external site) barely converted, but those who clicked on a Related Pin (and landed on the closeup for that Pin) converted at a much higher rate. So, we reduced the size of the main Pin to be the same as the Related Pins and gave the  Related Pins grid more real estate on the page.

7、于是团队分析了用户行为路径数据,发现点击主 Pin 并因此转去外站的用户转化率低,而点击相关推荐的转化率高多了。于是他们祭出一招:减少主 Pin 的尺寸,把它做得跟周围的相关推荐一样大,看不出倾向权重的区别。

结果大获成功,数据上升了 25%。

This iteration was a huge success and beat the previous control by over 25 percent (and that’s compounded on top of the gains of the previous versions!). Compared to our first Pin page, this iteration converted at twice the rate. Our first instinct was to ship this immediately, but instead we looked into the SEO experiment we ran alongside it and noticed that it dropped traffic by 10 percent. (Related post: SEO experiment framework.) If we shipped this Pin page, we’d get a net win (increased signups outweighed traffic losses), but we wanted to do better.

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 8

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 8



Conversions and SEO

8、但理智的团队没有立即部署上线,而是分析了 SEO 数据,发现经过这轮改造(变化对比见上图)后,搜索引擎进入的流量降低了 10%。虽然“25%-10%”是净增,但他们仍孜孜不倦试图优化。

When working on conversions for any page that gets a significant amount of traffic from search engines, you must consider SEO effects. For example, if an experiment increased signups by 20 percent but dropped traffic by 50 percent, the result is a net signup loss.

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 9

Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? - 敏捷大拇指 - Pinterest 如何优化 Landing Page 使注册转化率提升 100% 翻一番? 9


9、他们发现了问题:上述改造因为修改了图片大小,导致搜索引擎不得不重新抓取一遍,这对于已经被收录的页面来说不是什么好消息。

于是他们的解决对策是:图片还是一样的图片,实际尺寸不变,但是放到网页布局里的时候调整图片的显示尺寸(也就是 width 和 height 改一下)。这样一来,平衡了用户的观感和机器的识别

结果:搜索引擎流量从降低 10% 变成了提升 10%。

For this experiment, we segmented the traffic by various verticals, such as web traffic, image traffic and traffic by subdomain, and saw the biggest traffic drop in image search. We compared the images in the two designs, and found the big difference was we shrunk the size of the image. From previous experiments, we know when we change the images on the page, even just the size, image search traffic is impacted since search engines have to recrawl billions of our pages. We ran another SEO experiment where we used the same large-size image file as before, but sized it down to fit inside the smaller Pin.

This change increased the traffic difference from -10 percent to +10 percent, even though the design looks the same visually. Not only did this new layout increase conversions, it also increased traffic to the page. These effects multiply with each other to create a larger net signup gain.



Key lessons ,Pinterest 团队总结经验教训:

By iterating quickly and thoughtfully, we were able to double Pin page conversions and  increase SEO traffic. Here are the key lessons we learned along the way:

  • 通过行为路径追踪来分析用户(如采用 GA、Mixpanel、友盟、GrowingIO 等)。
    Learn more about users by analyzing the event tracking funnel data from experiments.
  • 用过去的实验数据来推断,而不是旱地拔葱地随机贸然尝试新点子。
    Use past experiment learnings to drive new iterations instead of trying “random” ideas. It’s best to have a hypothesis backed by data for why each new design will perform better.
  • 越多迭代,越多收获。
    The faster you iterate, the faster you learn and see gains.
  • 做转化流程的优化设计,别忘了检查 SEO,毕竟对页面动了刀子,可能会有影响。
    If you’re working on converting a page that gets a significant amount of traffic from search engines, running an SEO experiment in conjunction with a conversion experiment is a must. Even if you increase conversions, you might also see a traffic loss resulting in an overall net signup loss.


If you’re interested in growth engineering and love experimenting, join our team!




XDash点评:

这个案例里个人认为最有启发的是,产品体系内外各种元素的耦合性强,做数据优化往往是一个按下葫芦浮起瓢的过程,A 的一时提升可能让你冲昏了头脑,这时候别忘了通过相关分析考虑是否反而让 B、C、D…都受到影响。因页面改动对 SEO 造成的变动影响是任何时候都可以纳入考量范围的。


Acknowledgements: These projects were a joint effort between engineering, PM and design on the User Acquisition team.




作者:Jeff Chang, is a tech lead on the User Acquisition team
原文:Lessons in growth engineering: How we doubled sign ups from Pin landing pages
译者:范冰XDash
译文:[Growth Hacking] Pinterest 如何优化 Landing Page 使注册转化率提升 100%

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rightnow 发表于 2016-10-8 16:40:59 | 显示全部楼层
敏捷大拇指上的这篇文章《美国大学生如何看待12大社交网络?》说Pinterest上大都是女性?

那有没有对这个因素做特别Hack?
firefighter 发表于 2016-10-8 17:58:47 | 显示全部楼层
这么说来,敏捷大拇指也可以把类似这个页面http://www.swifthumb.com/forum-56-1.html)上面的跑马灯放到登录注册页面了
流量王 发表于 2016-10-10 04:41:04 | 显示全部楼层
小公司是经不起这么改的,没资源。

而且,小公司的程序员也没这个耐心反复改一个已有功能。

运营观念淡泊
创客 发表于 2016-11-18 20:07:33 | 显示全部楼层
不错~~
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