How to perform a comprehensive website analysis

Website analysis ultimately serves Online Marketing (promotion). if it cannot serve online marketing or promotion, website analysis itself cannot be implemented, and it has no practical significance. This article describes how to conduct a comprehensive website analysis.

 

Website analysis ultimately serves Online Marketing (promotion). if it cannot serve online marketing or promotion, website analysis itself cannot be implemented, and it has no practical significance. This article describes how to perform a comprehensive website analysis.

This question is a bit confusing, because the word "comprehensive" is really huge. However, since my intention is to be as comprehensive as possible, I am determined to keep this question in the end, which is a spur to myself. If my friends find that I have missed or have any problems, please feel free to ask. thank you very much!

What problems should I solve in a comprehensive website analysis?

I want to divide it into three levels to illustrate the problems to be solved by a comprehensive website analysis.

• The first level is also the highest level. of course, it is to achieve the commercial goal of network marketing (Internet marketing). I will not talk about it here. it is nothing more than promotion (here promotions are a big concept, including increasing sales, adding users, increasing attention, and communicating information ).
• The second level is also the core level, that is, to improve the user (visitor)'s website experience while increasing access traffic. I believe that this level will be of interest to all those who do Website Marketing. If the second level meets the requirements, the first level is logical.
• The third layer is the problems that need to be solved through specific operations and are also directly related to website analysis, including: (1) improving the quality of traffic; (2) improve the website structure; (3) improve page design; (4) understand website visitors. Solving the problems at level 2 depends on this level 3 because it is the most basic and feasible part. Therefore, we conduct a comprehensive website analysis, the final analysis is to solve the above three problems.

1. is your traffic valid?

For a website, it is easier to increase the traffic quality than to improve the traffic quality, because we all know that traffic can be paid. However, it may be difficult to predict whether the traffic you bought can work. However, the traffic quality is very important. if the traffic quality is incorrect, no matter how high your website quality is, user experience will not be improved-because they are not interested in your website! Therefore, ensuring traffic quality is a critical issue for website analysis. Unfortunately, many websites in China still seem to disagree with this.

We all know that we can improve the quality of traffic through one method, that is, we should try our best to obtain "traffic segments ". For example, beer sellers do not consider education websites when selecting their own website portals (such as search engine keywords or Banner advertisements), but prefer food or sports websites. But now the problem is that marketing funds are always limited, and we cannot place portals on every related website. we need to find the most effective traffic source with the highest accuracy. This accuracy is not only accurate to the website that provides the portal (Referral), but also to the specific page of the website, or even to the specific portal used on the page. That is, if I put different forms of portals for my website on the "Baidu" search engine, "Sina", and "Sohu", which website and page will I put on, and which Portal form will be more effective?

Website analysis can answer this question very well. the required tools are very simple:

1. Use the Traffic Source report of Google Analytics;
2. Use the Link Tag to ensure that each entry can be tracked.

With these two tools, we can analyze the traffic quality in depth. The specific measurements to be analyzed include:

1. Bounce Rate;
2. PV/V;
3. Time on site;
4. Engagement Rate;
5. ROI measurement: CPV, CPE, CPA.

If you can view the traffic entries that you track through these metrics, you can determine where the traffic is most effective. Of course, how to use the above data for combination and analysis is what analysts are dedicated to-I will not give a detailed introduction to the space limit. let's use your imagination here!

In the best case, you can find that the quality is quite good and the Traffic Source that can bring a certain amount of access Traffic (Traffic Source). don't hesitate to increase your investment in it! If the quality is not ideal, or the Traffic of the Traffic Source is too small, you should consider looking for a better entrance.

2. find leaking holes!

The quality of website structure is of great significance to process websites, especially for e-commerce or online service websites (because such websites are unlikely to put all the important content and functions on the homepage ). For such websites, if a visitor leaves the website a lot before entering the last step and never returns to continue his/her access, so even if you spend a lot of money to pull this to your website, it will not make much sense in the end.

It's time to find a leaking hole! No, it's not leaking, it's leaking money!

How can we solve the problem of water leakage (discovering structural problems?

First of all, let's talk about all the website analysis tools. Then, ask yourself and your friends to go through the process. The more people are involved, the better, in particular, the awkward feelings are written, and finally several major problems are summarized. This is the test of Usability, which is the most important task in website analysis. I often tell myself that data will certainly not lie, but sometimes qualitative things are more powerful, if these qualitative content is true and reliable.

Instead of replacing data analysis, Usability makes data analysis more targeted. Of course, if you have no conditions for in-depth Usability analysis, you can start with the data directly. The task is:

1. Top Exit Page analysis
2. Funnel analysis
3. Key Page Navigation analysis

For the three, we are familiar with the Exit Page analysis, myPrevious PostThere is a comprehensive description. The last two may be unfamiliar.

For Funnel analysis, it is very useful for functional websites with strong processes. what you need to do is to record the access volume of each step in the process, and then review the access volume of all steps. There must be some loss in each step. the most serious loss is what you need to improve. If the loss of one step is amazing, there are two situations. The first case is that there is a problem with the process design of the website, the wrong process method makes the user at a certain point and cannot begin at all-this situation is very harmful. I have tried a website of a telecom operator to query your phone bill details. the function is very good, but if you need to send text messages, you need to lose your password, and you have to register a user, the process was messy and incoherent. I gave up trying in steps 2 and 3. In the second case, there is a problem with the page design. people do not flow in the direction you set. Instead, they go from this page to another page or exit. If it is the former, you need to use the following Key Page Navigation method.

Key Page Navigation is used to analyze the previous and next pages of the Key node Page. This helps us find out where all users are going. It helps us analyze users' behavior habits and psychology and make corresponding adjustments.

With the above analysis, Google Analytics can be fully implemented. Use the Top Eixt Page report, Content report, and Page Navigation report respectively.

3. page, your lifeline

It is no exaggeration to say that a page is your lifeline, because it is the carrier of information, the realization of functions, and the end of online advertising. Visitors who come to your website from advertisements are of great value to you.

Whether you agree or not, the quality of the page determines several things:

1. Can visitors stay and not leave immediately?
2. Whether the website process is smooth or not. can visitors go to the last step?
3. Can you implement other things that you want these visitors to do?

Even more ...... Therefore, I think what we spend the most effort on website analysis is to analyze the situation of every important page.

The most important Page, well, of course, is the Landing Page, and then the important process Page and important information Page are all worth your attention. Including:

1. Is Landing Page a big missing spoon?
2. Have you received the most attention for the most important content on the page?
3. What kind of page content can attract more users?
4. What kind of page layout can attract more users?

There are many solutions to these problems, including:

1. Bounce Rate-analyze the Landing Page, which is a tool for Google Analytics and all website analysis tools.
2. Conversion Rate: analyzes the Conversion from advertisement to Landing Page. the tool is the number of clicks of advertisement and the number of visit of Landing Page.
3. Heat Map is used to analyze the page users' concerns. the tools are Google Analytics, Crazy Egg, and all website analysis tools.
4. Engagement analysis, analysis of user participation on the page
5. CTA (Call to Action) analysis tool is Google Analytics's Top Content report and Usability analysis
6. A/B Test is used to analyze the content or Layout design of different pages with the same function. which one is more effective?
7. Multivariate Test is used to design which of the following content (or after design) is put in the same position on the page, which is more effective

Once you have done all these things, you can understand the quality of your page.

4. do you really know visitors?

Although you cannot really see your website visitors, you can understand their situation and preferences by analyzing their behaviors. This part of the analysis is the simplest, including:

1. Geographical location of visitors
2. Visitor's operating system, browser, screen resolution, display supported color depth, Flash version and other software usage
3. New visitor?
4. The behavior attributes of a visitor, including the visitor's stay time, the number of pages accessed by the visitor, and the page flow accessed by the visitor (page access flow ), as well as the length (Receny) between the two visits of the same visitor, as well as the return visit situation (Loyalty), etc., this part is the most important part of the study of visitor behavior.

Only one specific tool can solve the problem:

The Visitor report of Google Analytics. Try more now! Some of them may not be commonly used, such as Receny and Loyalty. To be honest, I do not often use them, but they actually make sense. For example, for Recency, if most of the accesses are concentrated in 0 days ago, it means that your visitors are very active and actively participate in your network-if there are more than 90%, congratulations, your netizens are loyal to your website. :)

For e-commerce sites, the geographical location of visitors is of course very important, but the problem is that the method of determining the geographical location mainly depends on the geographical location of the IP address, so it is not so accurate, it is only accurate on the basis of a large amount of statistics. There is no better way at present. let's use it together!

5. More importantly, provide suggestions.

Thank you for reading step 5. I know what I'm talking about is very abstract. I think this post is far from enough about how to do the previous analysis, because although Metrics is dead, its analysis is flexible, that's why our analysts are still able to mix up. Data is only data. The key is to analyze the relationship between data and find the cause behind it. Therefore, you need to analyze the measurement data, find the cause, and give practical suggestions.

Only suggestion is truly valuable, because all Management won't listen to your boring figures. what they need is the suggestions in a sentence and the reasons for putting forward these suggestions in concise words.

After a comprehensive website analysis, what suggestions should you give at least?

1. It is more effective to select a website and its location as a promotion portal (or a traffic source;
2. It is more effective to select the Portal form (AD or website portal link;
3. Whether or not the website structure needs to be modified and how to modify it;
4. Poor page quality and modifications required;
5. Whether users need to be subdivided, and whether they need to design different website modes based on the behavior of subdivided users;
6. User behavior characteristics, whether to correct network marketing methods based on user characteristics;
7. Test the proposed website modification scheme and summarize whether the suggestion is effective (Learn ).

If we can do the above, I think we have done a more comprehensive website analysis. The rest is to continue tracking the website to see if your suggestions are effective. I don't think this is a very complicated process. it is much easier to obtain data than to analyze data. Therefore, it's not software, it's not a tool, it's your brain, your thoughts, and your attention on your website.

Now, go back to the beginning of the article, that is, "What is the problem for a comprehensive website analysis. I believe everyone can see that after we solve the third-level problems through website analysis, we can put forward insightful suggestions in the seven aspects above, this will help you answer questions at the first and second levels! Therefore, I believe that website analysis will ultimately serve online marketing (promotion). if it cannot serve online marketing or promotion, website analysis itself cannot be implemented, and it has no practical significance.

The article is about to end, but I am not confident. Is this a comprehensive website analysis? I believe, more experienced friends, you can add more for me-leave a message for me! Thank you!