如何通过数据来指导产品进行优化

零基础学产品,BAT产品总监带,2天线下集训+1年在线课程,全面掌握优秀产品经理必备技能。了解详情

推荐理由:产品经理是一个公司不可或缺的职位,对数据的分析尤为重要。如何通过数据来指导产品进行优化也是产品经理必须要学习和研究的。
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本文结合作者在登录产品的体验优化中积累的一些实战经验,重现过程中的设计点滴,有效果明显的方案,也有效果不明显的优化尝试,最后将总结一些通用的设计思路。

 

登录失败的原因在哪?

登录框一般是个较简单的界面,它包括:账户名和登录密码、校验码、其他账户登录入口、注册等关联操作等元素。

 

看似一个简单的界面,每天却有不少用户尝试登录却登录失败。某些流量较大的网站,每天可能有上百万登录失败次数。登录作为用户进入一个产品的第一道门,体验非常关键。因此我们把登录成功率作为衡量登录产品体验好坏的最重要的指标。

通过数据收集和分析后,我们发现用户登录出错的原因占比如下图(图中数据做了模糊处理):登录密码出错、账户名出错、校验码出错是影响登录成功率的top3因素。

 

详细定位问题,各个击破

针对上述的top3问题,我们迭代做了优化。在此以校验码出错的优化为例,来说明优化思路。前面我们通过数据定位了大问题出在哪里,接下来我们需要详细定位问题。那校验码为什么出错?有什么解决方案?

通过页面埋点点击数据和后台日志我们发现用户刷新图片校验码概念较高,平均每个用户会刷新2次校验码才能输入正确。所以问题可归纳为:校验码识别度低,容易输错。

那对应有怎样的解决策略?不妨尝试下这种循序渐进的解决思路:事前、事中、事后。

1)事前:我们把输入图片校验码作为一个事件,那“事前”的意思就是不出现图片校验码,或者降低校验码出现概率。图片校验码的作用是防止机器批量登录行为。逆向思考下:如果我们能保障系统安全的情况下,通过技术手段尽可能提前识别是人在请求登录,还是机器恶意登录。确信识别为人在登录的情况下,就不出现图片校验码(如下图),就可以大大减少正常用户登录时输入图片校验码的概念。

1)事前协再高大够成镅况www纳常>邋,就丐迯䀇登彽保隖案p>

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时输入图片校验码的概念。

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