Do not get lost in website navigation analysis (Part 1)

Have you ever encountered such a situation? When we try our best to use various traffic attracting promotion strategies and LPO (Landing Page Optimization-login Page Optimization, the number of visitors and the bounce rate of the website have reached the expected goal, but unexpectedly, the number of visitors has not improved. Visitors may not find the desired results or leave the website because of an incorrect page. This article introduces how to analyze and optimize the problem of "preventing visitors from accidentally exiting the website during browsing.

　　Insite navigation: four key points for Analysis and Optimization

This article and the next serialized article (which will be published next week) will discuss how to find and optimize the bottleneck of [intra-site navigation]. The entire article includes four key points. This article mainly discusses the first two key points:

1. Which pages have prompted users to exit the website?

2. Whether the user is "lost" on the website

3. What pages are related to website conversion?

4. You should not only focus on the successful navigation lines, but also on the failed lines.

■ When [intra-site navigation] becomes the bottleneck for Transformation:

　　

 

　　1. Which pages have prompted users to exit the website?

By analyzing the data provided by the website analysis tool, we can easily find pages that may easily cause users to exit the website. Then we take appropriate measures to optimize these pages. If you browse one more page, the number of conversions will increase. To locate these problem pages, we need to determine the exit rate and Exit Number of the top 10 pages in the browser ranking. First, the most important thing is to find the page with a high exit rate. After finding these pages, we need to confirm their location on the website. We will divide these pages into the following four categories:

1. pages for the purpose of redirecting to other pages

2. pages that provide necessary information to users

3. Provide pages for information that users are not interested in at all

4. the user cannot continue to jump to the page

Four Highlights of the problem page

The optimization method varies depending on the webpage location. So how should we optimize these problem pages?

1. webpage for the purpose of redirecting to other pages

This type of page mainly refers to the homepage of some websites or the homepage of the channel category. In many cases, the availability of these pages is poor, causing the user to exit the website. Specifically, navigation is too complex and difficult to understand. Too much information is put into a page, and the title is not easy to understand. Because the optimization of web pages requires professional skills, it is very effective to flexibly use the suggestions provided by consultants for heuristic evaluation and perform some feasibility tests on users.

2. webpages that provide necessary information to users

The website allows users to find the information they want to find, which can be said to be successful to a certain extent. But for the readers of this article, I am afraid you want to achieve user conversion. In this case, we need to set up data application and registered members on such web pages to guide users to reach conversion links and buttons, and filter out users that may reach conversion.

3. For pages that provide information that users are not interested in at all

When you browse a website or search for some information, have you ever "Browse? Have you jumped to another website ?" What about this situation? Actually, because of this "token ?" Many users exit the website. These pages may be pages with different styles from those on the company's website, those of advertisers, or pages such as form input pages.

In this case, the most fundamental optimization measure is to unify the style of the website. It is clearly indicated that this link is a link directed to the webpage of the advertisers or the Page entered by the form, so that the user will not generate a "question ?" Such doubts. As a temporary countermeasure, another solution is to open these pages in a new window. If this method is used, we recommend that you set a new window smaller than the original screen. (In general, I do not recommend that you open a new window, because the new window will make the website availability worse, and Windows XP SP2 has the function of disabling the pop-up window. As a temporary optimization solution, its use should be restricted.) When we adopt a temporary optimization solution, we also need to use website analysis for further analysis, to verify whether it has achieved our expected results.

4. For pages that make the user unable to continue to jump

This usually refers to a webpage with a large amount of information vertically arranged. When a user browses the bottom of the webpage and wants to continue browsing the information, he finds that there is no link. If we set a [return to the top of the page] link at the bottom of the page, the exit rate of the website will be greatly improved. In addition, the search engine attracts many users to visit the website. If the user cannot continue to jump to the website after browsing, the exit rate of the website will be high in most cases.

(The copyright belongs to the analysis blog of the digital forest website. You are welcome to reprint it, but please indicate the source for the reprinting .)

2. are users "lost" in the website?

When we search for the required information on the website, it takes a lot of effort to find the required information. What should we do? I believe many people will go to view the map of the website, right? By analyzing and redirecting to the source page of the website map, we can know the pages that may easily lead to users' "lost. At the same time, we will analyze the jump page of the website map. If a user's behavior in the website has a browsing tendency like "Source Page> website map> jump page, I suggest you set a link on the Source Page (website map) to jump to the page (website map.

　　

 

■ Display "road signs" for "lost" Users

In another case, when a user clicks the "return" button frequently, it also indicates that the user may be "lost. In this case, we analyze the pages frequently clicked "return" as the center to identify the order in which users want to view the information, then we set a matched guide line. Here, the website analysis tool we use determines whether we can grasp the user's redirect lines on the website and whether we can obtain the number of clicks on the "return" button. For example, dimension analysis is an analysis tool that not only shows the station's jump lines, but also meets the monitoring requirements of Button clicks.

Here, we will briefly introduce the general classification of data that can be obtained by website analysis tools;

A. data used to analyze the results (point data ):

Web page views, visits, access sources, and access page rankings

B. Data used to analyze the cause (linear data ):

Click stream data on the website to search for specific keywords or access paths and exit rates of specific webpages.

　　

 

Some website analysis tools can only obtain point data, while some tools can only obtain line data. When we use an analysis tool that only obtains data, we cannot analyze the website's effectiveness, ease of use, and other content, as well as the causes of some problems.

If we fail to analyze the cause of the problem, we certainly cannot develop optimization measures. Therefore, in order to use Plan-Do-Check-Action to continuously optimize the website, improve the ROI of network marketing (ROI). I suggest you use a website analysis tool that can obtain point data and linear data.

　Last

This article describes the first two key points for solving the bottleneck of [intra-site navigation]. The next article will continue to discuss the three and four key points:

3. What pages are related to website conversion?

4. You should not only focus on the successful navigation lines, but also on the failed lines.

The last article on this part is over. If you have any comments or want to share your practical experience with others, please leave a message and give your comments in @ website analysis-digital forest.

(The copyright belongs to the analysis blog of the digital forest website. You are welcome to reprint it, but please indicate the source for the reprinting .) Original article: http://blog.digitalforest.cn/not-getlost-navigation1