Website navigation analysis Don't let me get Lost (Part One)

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Have you ever encountered such a situation, when we tried to use a variety of promotional strategies to attract traffic and LPO (Landing page optimization– landing page optimization), the number of visitors and the site bounce rate has reached the expected goal, but unexpectedly the conversion number is not any improvement. Visitors can browse the site in order to search for information they want to browse, perhaps because they are not searching for the results they want, or because they have left the site because of an error page. This article aims to "prevent visitors from accidentally exiting the site in the process of" such questions, to introduce us how we should do analysis, optimization.

4 key points of analysis and optimization of "in-station navigation"

This article and the next serial article (to be published next week) will discuss how to find and optimize the "in-site navigation" bottleneck, which includes 4 main points, this article mainly discusses the first two points:

One, which pages prompted users to quit the site

Second, the user in the site whether there is "lost" situation

Third, which pages related to the transformation of the website

Not only focus on the successful navigation lines, but also focus on the failure of the line

When the inbound navigation becomes the bottleneck to complete the transformation:

One, which pages prompted users to quit the site

By analyzing the data provided by the Web Analytics tool, we can easily find pages that easily cause users to exit the site. Then we take the appropriate measures to optimize these pages, the user more than one page, the conversion number will increase. In order to find these problem pages, we need to determine the number of browsing rows in the top 10 of the page exit rate and exit number ranked in the top 10 of the page. The first and foremost is to find a page with a high exit rate. Once we find these pages, we need to confirm their positioning in the site, and we'll split the pages into the following 4 categories:

1, to jump to other pages for the purpose of the page

2, to provide users with the necessary information page

3, to provide some users are completely not interested in the pages of information

4, causes the user can not continue to jump the page

4 Highlights of the Optimization issues page

Depending on the location of the Web page, the optimization method is also different. So, how should we optimize these problem pages?

1, to jump to other pages for the purpose of the page

This kind of page mainly is some website homepage, or the Channel category homepage and so on. In many cases, the availability of these pages is poor, causing the user to exit the site. Specifically, the navigation is too complex difficult to understand, in a page put too much information, the title is not easy to understand and so on. Because the optimization of the Web page requires professional skills, so the flexibility to use the advice provided by consultants for heuristic evaluation, the user to carry out a number of feasibility testing methods are very effective.

2, to provide users with the necessary information page

The Web site enables users to find the information he wants, and it can be said to have been successful. But for the reader of this article, I'm afraid you'd rather have the user achieve the transformation. In this case, we need to set up the information on such a Web page application and registration of members and so on to guide the user to achieve the transformation of the link and button, filter out the potential to achieve transformation of the user.

3, to provide some users are completely not interested in the page of information

When browsing the Web site or searching for certain information, has it ever happened? Did you jump to another website? What about this? In fact, because of this "Yi"? The doubt many users quit the site. These pages may be pages with different styles from the company's website, advertisers ' pages, or form input pages.

In this case, the most fundamental optimization measures is the unified style of the site, clearly marked this link is to jump to the Advertiser Web page or form input page links, so that users will not produce "Yi?" Such doubts. A workaround for temporary countermeasures is to open these pages in a new window. In this way, I suggest that you set the new window smaller than the original screen. (Generally I do not recommend that you open the new window, because the new window display will make the site usability worse, in addition, Windows XP SP2 has the ability to prevent pop-up windows.) As a temporary optimization, its use should be limited. After we have taken the temporary optimization plan, we also need to use the website analysis to carry on the further analysis, verifies whether has achieved our anticipated effect.

4, for the cause of the user can not continue to jump the page

This usually refers to a page in which a large amount of information is arranged vertically, and when the user browses to the bottom of the page and wants to continue browsing the information, it is found that there are no links. If we at the bottom of the page to set a "return to the top of the page" link, the site's exit rate will be greatly improved. And through the search engine to attract a lot of users to the site, if the user browse to the last find can not continue to jump, most of the site will be very high exit rate.

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Second, the user in the site is "lost" it?

When we search the website for the information we need, we have a lot of effort but we can't find it. I believe many people will go to see the map of the site, right? Through the analysis to jump to the site map of the source page, we can learn those easy to cause users "lost" page. At the same time we analyze the site map of the jump page, if the user's behavior within the site has a "source page → site map → Jump page" Such a browsing trend, I suggest you in the source page (site map) on a jump to jump page (site map) Link.

Show "Lost" user "signpost"

There is also a situation, when users frequently click the "Back" button also indicates that the user may be "lost". Then we analyzed the page that was frequently clicked "back" as the center, to identify what kind of information the user would like to see in order, and then we set up a matching boot line. Here we use the Web analytics tool determines whether we can grasp the user in the site of the jump line, can get the "back" button number of clicks. For example, the analysis is a tool that can not only show the jump line in the station, but also can meet the monitoring of button clicks.

Here, to give you a simple introduction of web analytics tools to get the approximate data classification;

A. Data for analysis of results (point data):

Web browsing, number of visits, source of visits, ranking of web pages, etc.

B. Data for analysis of causes (linear data):

The user clicks the stream data in the website, searches the specific key word or through the specific webpage the access path and the exit rate and so on

Some Web analytics tools can only get point data, and some tools can only get line data. When we use the analysis tool that can only get the point data, we can't analyze the effect of the site, the usability of the website, and the cause of some problems.

If we fail to analyze the cause of the problem, of course, we can not work out the optimization measures, therefore, in order to use the PDCA (plan-do-check-action) for continuous optimization of the site, improve the network marketing ROI (ROI), I suggest that you use both to get point data, Also can obtain the linear data the website analysis tool.

At last

This article explains the top two key points of the "inbound navigation" bottleneck, and the next series will continue to discuss three and four points:

Third, which pages related to the transformation of the website

Not only focus on the successful navigation lines, but also focus on the failure of the line

About this part of the content of the last article here is over, if you have any comments, insights or to be generous to share practical experience, welcome to the @ Web Analytics-Digital forest message, advice.

(Copyright GUI Lin website Analysis blog All, welcome to reprint, but reprint please specify the source.) ) Original: Http://blog.digitalforest.cn/not-getlost-navigation1