Example analysis: optimize the four dimensions of the website portal page

The portal page is the first portal for visitors to visit the website, that is, the first page accessed each time. The entrance page is the first page for website visitors. the quality of the page shows whether the website optimization is reasonable. Today, jutu tourism network focuses on

 

The portal page is the first portal for visitors to visit the website, that is, the first page accessed each time. The entrance page is the first page for website visitors. the quality of the page shows whether the website optimization is reasonable. Today, jutu tourism network focuses on analyzing the traffic, new visitors, attraction, and conversion of the entrance pages.

Dimension 1: traffic analysis

Traffic analysis focuses on the site views, visitor count, and IP address count. We can analyze the composition of the portal page, the data contributed by each individual portal page to the website, and the proportion of global data. In general, we can compare the traffic data of the last 30 days to find out which pages serve as the most entry pages, so that we can focus on optimizing these pages and providing more guidance, to increase the visitor's access depth.

For traffic, of course, what we need is that the higher the page views, the better the number of visitors and the number of IP addresses. however, pay attention to the page views, the number of visitors, and the ratio of browsing to IP addresses, generally, it takes more than to calculate as good.

Dimension 2: New visitor analysis

The new visitor analysis focuses on the number of new visitors and the corresponding ratio. By analyzing the number of new visitors on each portal page, we can see which pages are optimized (natural, bidding) and which pages are more attractive. By analyzing the proportion of new visitors, we can see which pages do not retain old visitors and which pages need further guided optimization.

For the new visitor, we hope that the more we want, the better, but the proportion should be controlled between 60% and ~ About 70%, because we also need old visitors to maintain basic page access.

Dimension 3: attractiveness analysis

Attractiveness analysis focuses on the contribution of views, bounce rate, average access duration, and average number of pages. The two most important indicators are bounce rate and average access time. bounce rate shows whether the page is welcomed by users. The average access time indicates whether users are willing to accept the content provided on this page. The average number of Accessed pages is the average of the total number of pages that a user browses after entering the website through this portal page.

In terms of attraction, of course, the more pages contributed, the better. The lower the bounce rate, the better. The average access duration is 30 s ~ It is best around 90 s. The larger the average number of Accessed pages, the better.

Dimension 4: Conversion analysis

Conversion analysis is to consider the number of conversions and the conversion rate. That is to say, the number of target conversion pages to enter from this portal page and the proportion of all visitors to the portal page. The conversion times can be used to analyze the guidance of the entrance page on the visitor. The conversion rate. you can check whether there are too many interference factors on the entrance page.

In terms of conversion, the more conversions, the better, the higher the conversion rate.

In addition, we need to make different optimizations for different types of portal pages. although the final result is to increase the traffic and the conversion volume, we need to identify which pages require high conversion, which pages are used only to provide information. Note: do not classify all pages as one type, and perform comprehensive optimization at different levels.