Continuous improvement of accuracy-Website Analysis Drive target achievement

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This is my recent website analysis with several companies to exchange and share a PPT, today sorted out the record in the blog, and share to everyone, welcome to exchange.

Many of the first contact with the site analysis of Friends may ask, web analytics is what? Why do we need web analytics? What is the value of Web analytics for my site? Here we will answer these questions in five parts. Describes the role of web analytics, basic analysis methods and the value that can bring to the website.

1 Why do you want to analyze the website?

First, the first part, why do we analyze the website? Website analysis is not the standard configuration of all sites, many sites do not do this work, they also operate very well. So why do we need web analytics?

Before answering these questions, I would like to ask a question, why does your website exist? If you do not understand the purpose of the site, then the site analysis for you will not have any value. After all, website analysis is not the street fortune-telling, can be a prophet. We need clear website goals! Typically, each site has its own purpose and meaning. In addition to the Government and public service sites, most of the site exists to generate money income, is to make money. Whether in a direct or indirect manner. This is the purpose of the site, but also the goal of the site!

What do we do to achieve this goal when we define our website goals? Making money is a big, complicated goal that cannot be achieved through individual efforts by one person or department. So we need to break down the big target and break it down into a lot of small targets and specific actions that can be performed. (usually we will break down the target by a four-tier structure.) 1 whole station target, 2 target, 3 measure, 4 concrete action. The performance of each small target here will affect the overall goal. So what do these small goals look like? Are we going to be effective with these small targets? We need to measure them effectively and constantly optimize the performance of these small targets. As the famous quote in the Web analytics field describes, if you can't measure it, you can't improve it. Web site analysis of the role of the site is through the measurement and improvement of the goal, and continuously promote the site to achieve goals.

2 What is Web analytics?

After understanding why we need web analytics, let's look at the second section, what is Web analytics?

Here we make an image metaphor to help understand the site analysis, if we see the site as a person, then the site analysis is the first eye of the site. He helps you see what's going on in the website. Where visitors come from, what they are looking for, what information is most popular on the site, and so on. Secondly, the website analysis is the nervous system of the website. He let you know the health of the site, which function of the site has been a problem, where needs to be adjusted, the layout of the page is reasonable, navigation is clear and so on. Finally, the website analysis is equivalent to the brain of the website. He allows us to allocate resources and budgets in the process of accomplishing our goals and to improve the performance of the site through optimization.

3 How to conduct Web analytics?

We understand why web analytics are required and what web analytics are. The following start into the third part of the actual combat phase, how do we analyze the site, what content?

The whole process of web analytics is a pyramid structure. The top of the pyramid is the site's goal: ROI. To achieve this goal, we first need to have visitors, so the first part is the Web site traffic analysis. Second, we need to address the needs of visitors to effectively display our content, goods and information. And let the customer like the content. Therefore, the second part we want to analyze the content of the website. Content analysis covers a wide range, including navigation analysis, page quality analysis and so on. Finally, and the most critical part, we want our visitors to turn into customers, to buy our information and merchandise. Only the visitor completes the final transformation, we can complete the website the final goal. So we have to analyze the transformation of the website. Finally, each problem is not a single cause, and every analysis is not isolated, so we also need to concatenate the entire access and purchase process. End to end analysis of the site. Below, we will explain each part of the analysis method and what we want to analyze.

3.1 Flow Analysis

First, the flow of the analysis of the section, how to analyze the flow of the site? First think about the purpose of our analysis of traffic is to obtain more high quality flow. So we measure the performance of the flow according to two dimensions of quality and quantity. The x-axis represents the amount of traffic that a Web site obtains. The Y axis represents quality, which is the number of events that can promote the site's goals (for example: Merchandise browsing, registration, buying, etc.). The following shows the traffic on the axes according to their performance on these two dimensions, with different traffic appearing in different positions. The size of the circle here represents the cost of obtaining traffic. Now we use the dotted line to divide the traffic into four quadrants.

The first quadrant of the flow: high quality This is the site's core flow, for this part of the flow to maintain. Optimization direction: Reduce the cost of getting traffic.

Second Quadrant flow: High quality and low this part of the flow is the site's loyal users, they have a high quality, but a small number. Optimization direction: Increase the quantity of this part of the flow.

The third quadrant of the flow: the volume can be but low quality, and the cost of obtaining traffic is relatively high. Can we cut off this part of the flow directly?

The flow of the Quadrant four: High quality and low volume, for this part of the flow to improve quality. How to improve the quality of this part of the flow? We use subdivision methods.

What is subdivision? Subdivision is the most commonly used method in traffic analysis. Usually the most effective method. Subdivision refers to the segmentation of indicators through different dimensions. Look at the performance of the same metric in different dimensions. And then find the part that has the problem. This part of the index is optimized. This is a breakdown of the flow diagram. The index is the traffic, which we often say. Through the dimension of source dimension, media dimension, Time dimension, position dimension and so on, we can subdivide the number of accesses individually or in overlapping dimensions.

Remember the quadrant in front, where we left a question about how the third quadrant's lower flow is handled and whether it can be cut off directly. The answer is no. Why? Because visitors travel through different traffic channels throughout the purchase process, they use different tools to query, compare and make decisions about information and merchandise. And the higher the value of goods, the more information visitors need, the longer the decision time. And each channel will play a different role in the process of the visitor's transformation. Some channels attract attention and establish brand image. For example, portal banner ads, some provide accurate information, such as search engine advertising. Some help visitors make decisions, such as parity and comment. Therefore, when dealing with the problem in the front, the third quadrant flow channel with poor quality is needed to analyze the relationship between this channel and other channels, that is, the coincidence degree between channels. And the role that this channel plays throughout the transformation process. Here we can see that there is a significant overlap between ad campaigns, paid search and direct traffic. Directly cut off the flow of advertising activities, or reduce advertising is likely to affect the performance of the other two channels. #p # subtitle #e#

3.2 Content Analysis

After introducing the flow analysis, let's look at how to analyze the content of the website. The content analysis of the website is divided into two parts, the first part is the navigation analysis of the website. For all Web sites, pages can be divided into three categories. Navigation pages, feature pages, and content pages. Both the home page and the list page are typical navigation class pages. Site Search page, the Registration form page and Shopping cart page is a typical feature page. Product Details pages, news, and article pages are typical content pages. The purpose of the navigation page is to guide visitors to find information, and the purpose of the feature page is to complete a specific task for the visitor, which is designed to present information to the visitor and help with the decision. The above three types of pages together form the overall page structure of the site. This is a simple map of the site structure. The top is the first page, the second row is the list, and the third is the detail page. In the above structure, we mainly look for two kinds of strange behavior in our analysis. 1 visitors leave halfway through the Navigation class page. 2 visitors return to the Navigation class page from the Content Class page. Both types of behavior are those we do not want to see in the initial design. Let's explain each of these two types of behavior.

In the first question, visitors enter from the Navigation Class page (home page) and leave the site from the Navigation Class page (list) before they have seen the Content Class page (Detail page). Visitors did not complete the task during this visit, and the Navigation class page did not bring the visitor to the Content Class page (Details page). Therefore, we need to analyze the Navigation class page (List page) to cause visitors to leave halfway.

In the second question, visitors from the Navigation class page (first or list page) to the site, from the Content Class page (Details page) back to the Navigation class page (home). It seems that visitors have completed the task in this visit (if browsing the content page is the ultimate goal of this site), but the visitor returns home is at the beginning of a new navigation or task. We should also analyze the original design of the content page and consider providing cross information referrals on the Content Class page, unless the new task is irrelevant or small in number.

We talked about the process of Web site navigation. Here's how to analyze page quality. How to judge the quality of a page? For navigation class pages, the easiest way to do this is to check the flow of visitors from this page to the next page. Whether the flow goes in line with our initial design ideas, and whether we can bring the visitor to the key page to promote the goal. If the answer is yes, then this page is OK. Of course, you may say that in reality visitors are not so obedient, navigation class page design is not so simple. Yes, this is just one of the most basic page analysis ideas, the reality of the navigation page will often take into account a lot of tasks. Therefore, we also have to classify the visitors, the different page position and flow to assign weights.

In the example of the above navigation page streaming, the targeted visitor flows directly to the details page, and the visitor who browses and looks for the information flows to a different channel page or category page. These three flows are not problematic for navigation pages. Just a different path to complete the transformation. Leaving the site is obviously a problematic direction. is to be avoided by optimizing the navigation page.

3.3 Transformation Analysis

Finally, let's look at the transformation analysis. The conversion channel is very similar to the previous page navigation, except that the conversion channel is usually a closed channel with a very clear goal. In this channel we want our visitors to go all the way, not to look back and not to leave until the goal of transformation is achieved. For the conversion channel, we mainly carry out two parts of the analysis, is the loss of visitors and lost. Let's look at the first part: the loss of resistance in the process of transformation. The resistance of transformation is one of the main reasons for the loss of visitors. The resistance here includes faulty design and faulty guidance.

The wrong design includes a button that the visitor cannot find the next action in the conversion process, cannot confirm the order information, or cannot complete the payment, etc. In the process of payment, visitors provide a lot of links to leave the channel, such as inappropriate goods or activities recommended, the payment link in the professional terms of the interpretation, or help information such as the content is wrong guidance.

The second part of the Transformation channel analysis is the loss of visitors. The main reason for the loss is that the conversion flow design is unreasonable. Visitors are not given the information they need and cannot make decisions based on existing information. Here is an example, when I bought a performance ticket in Yongle ticketing, I did not see the online selection before the payment, which made it impossible for me to confirm the suitability of the ticket, and I was afraid that I missed the online selection in the previous process. Had to stop the payment operation and return to the previous Page view again. Finally, through the telephone customer service to understand that they have two conversion path, one of the conversion path includes online elective operation.

4 Why is web analytics important?

Before we introduced the flow analysis, content analysis and Transformation path analysis, how to do the site analysis of the section on the introduction. Let's move on to the next section. Why is web analytics important?

If your site creates monetary value directly for you, then calculate how much of the conversion rate of the site will affect each 1% increase? Calculate how many visitors the 1% means for your site? How much does it cost to get these visitors?

Look at the site analysis of the classic funnel model. 100% of visitors to the site, 45% of visitors jump out of the site, these visitors do not have the opportunity to translate into customers to bring you income, and you spend on their advertising fees have been wasted. Only 55% of the visitors continue to move forward. On the next page, 25% of visitors leave the site because of navigational design issues. You lost the order of this part of the visitor and once again wasted the advertising fee. Continue to move forward because of the page content problem, the conversion channel resistance and the loss of problems, constantly have visitors to leave the site. Finally, only 2% of the visitors have successfully paid the order and completed the goal of the website. And in the process you lose 98% of your visitors, the income that these visitors may generate, and the advertising fees you pay to get those visitors. In this funnel model, there are two ways to increase the final revenue. 1 to get more visitors, of course, it takes money to buy visitors, and you're still wasting your advertising fees. This does not make you earn more money. 2 improve the conversion rate of each step, reduce the loss of visitors ratio.

Now let's take a look at 1% what does that mean for a Web site? The increase in the conversion rate means that the purchase of the flow of money becomes more effective, and each customer's access cost is lower. At the same time, new customers generate more orders, which creates more revenue. and the conversion rate of 1% for the site is a long-term, stable, and can be cumulative effect.

5 changes brought about by web analytics

Finally, let's review the previous section. The purpose of the website is to get more revenue, to achieve this goal we need a lot of sub goals, first of all, we need qualified and quality traffic to visit the site, secondly, our site needs to have a clear navigation structure to bring visitors to their interest in the content page, and the information provided must meet the needs of visitors. Finally, let the visitor achieve the goal smoothly. Web Analytics provides accurate metrics for each child goal in this process, and optimizes and improves it by analyzing and identifying the problems.

As a result, web analytics can make a difference by increasing ROI and by accurately measuring the performance of each child goal, as well as continuous improvement and optimization to drive site goals!

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Original: http://bluewhale.cc/2012-03-14/web-analytics-drive-goal.html