How to Make website analysis reports more valuable

Where can I start to write a website analysis report? What indicators should be selected and used in the report? How can we make the analysis results more valuable? These are common problems we encounter when writing website analysis reports. This article shares a website creation analysis report

 

Where can I start to write a website analysis report? What indicators should be selected and used in the report? How can we make the analysis results more valuable? These are common problems we encounter when writing website analysis reports. This article describes how to create a website analysis report. The analysis report is more valuable in four steps.

I,Clear analysis purposes and find valuable analysis needs

The commercial purpose of a website generates analysis requirements, while the value of the requirements directly affects the value of the analysis results. Therefore, before writing a website analysis report, we must carefully consider and fully explore the value of the analysis requirements. So what analysis needs are valuable analysis needs? Let's first look at the three most common customer analysis requirements.

Customers in the first category have clear analysis requirements, while customers in the second category have vague requirements. customers in the third category cannot clearly express their analysis requirements. Before analyzing customers of the second and third categories, they must clarify their analysis objectives and needs. And the relationship between these analysis requirements and the final business goals. Without a clear purpose, there is no analysis requirement or significance. In this case, you do not know how to start the analysis, let alone the value of the analysis results. However, not all customer requests are valuable. Sometimes the information the customer expresses to us is not really what he really wants. At this time, we need to analyze the meaning behind the customer's needs to obtain truly valuable needs. The value of analysis needs directly determines the value of analysis results. Most valuable demands are related to how to bring benefits to customers.

II. determine the analysis method and report logic

After clarifying valuable customer requirements, we will proceed to step 2 and select the analysis methods and logic in the report. First, select an analysis method. Most of the analysis methods are determined by the customer's needs and problems. For beginner customers, most of them will raise three questions in a progressive manner: What is the performance? Why? And how to modify and improve it? These three problems can be applied to almost any scenario, such as advertising analysis, website Structure Analysis, page quality analysis, conversion analysis, and so on. For these three questions, we can use comparison analysis, subdivision analysis, and quality analysis to answer these questions.

For the report logic, we provide a general analysis logic: User-impact-action-conversion-benefit. This logic can be combined with most advertising methods and website business models. We map different stages in the analysis logic to different parts, such as users, advertisements, and websites. And select accurate metrics for the purpose and problems in each part.

3,Use accurate metrics for measurement

In the previous two sections, we clarified the analysis purpose, analysis method, and report logic. The following describes how to select accurate indicators for different problems in the analysis. The selection of indicators directly affects the analysis results. If the metrics are improperly selected, the analysis results may also be incorrect. There is only one rule for selecting indicators, that is, to accurately measure the problems to be analyzed. This is easy to say, but many times we often use errors. sometimes, in order to report fullness, avoid mistakes and list many invalid indicators. Data accumulation.

The following is an example: Which indicator can be used to accurately measure the quality of a page? Bounce Rate, exit rate, page views, and conversion rate can all be used. However, we need to select the most accurate index for different functions and scenarios on the page, instead of putting all the relevant indicators above. This is true even for the same page.

How to measure the page quality?

Bounce Rate: when the page is used as a Landingpage. Exit rate: when the page appears during the task process. Page views: When a page is hosted as a content. Conversion rate: when there are no other lower-level pages on the interaction page.

4. display analysis results using charts and business languages

The last step is to present all the previous work so that customers who do not understand website analysis and data can quickly understand the information in the report. There are two parts. The first is to select a suitable chart to display the analysis results. A picture is better than a thousand words. The second is to convert the professional indicators of website analysis into business languages that customers can understand. And interpret it for the customer according to the business scenario. We must admit that most customers do not want to know the differences between Visitor and Visit if they are not interested in the indicators. they will not be interested in your data either, what they need is to interpret business problems through data and analysis. Therefore, we cannot simply list numbers and indicators in the analysis report. You also need to tell the customer about the specific business problems in such scenarios.