Must know-site common metrics (2/2)

A friend said to me, your article is too written, definition too much, understand the threshold is too high, will lead to a lot of readers just point open to see, hey, there is such a thing, very good, but will not read. I then replied: "Some books are for people who read, some of which are for the widest range of groups to read." "Simon believes that there is a threshold for knowledge systems, such as the academic system of relativity, and there are really few people who can understand it." Product manager's occupation at present fish eye mixed, cannot withstand loneliness, cannot resist temptation, impetuous heart too many. The chaos of this profession is because the product manager does not have a standard Knowledge system handbook.
Simon has no big skills, just want to write something in this blog, to make some modest contribution to this standard knowledge system.
Simon has always believed that product managers are a serious profession, as Simon defines the product manager in his CV:

PM is to tap and meet user needs as the leading, the output and management of products. TA takes the product experience as the test standard, uses the system practice knowledge system to study the user, is a scientific practitioner and the preacher.

Let the road and heavy, hope gentlemen mutual encouragement.

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Body:
Bounce Rate (Bounce rates)
Refers to the percentage of visitors who have viewed only one page as the total number of visitors. For example, suppose a user clicks on a website ad while browsing a Web page, and after entering the site's advertising link page, it is not interesting, and without clicking on any link in the page, the page is closed directly, which is a jump out for the ad site.
For website marketing, bounce rate is a very important indicator, it helps to determine whether the site homepage or landing page can inspire visitors ' browsing interest. If the visitor just opens the page and does not click on the link that initially wanted them to click, then there is a certain problem with the website design.

Number of ads displayed, clicks, and clickthrough rates
Many well-known websites often have multiple ad illustrations, which is also a significant part of the site's revenue stream. However, the effect of ad placement is generally judged by the number of ads displayed, the number of clicks, and the click-through rate.
The number of ad displays is the number of times the ad is displayed. When you open a site where your ads are placed, the displayed quantity is recorded once. If a page refresh operation is made, the display quantity is again recorded once. Some well-known websites are visited on a daily basis, so the number of ads displayed is huge.
Ad clicks are the number of times a user clicks an ad. When you click an ad, it's linked to The Advertiser's website. If the ad is only displayed without clicking, or the number of clicks is small, it means that the ad is generally not interesting to visitors. Therefore, the click-through rate is usually used to judge the effect of the ad, Ctr is the number of clicks divided by the display.

Conversion rate (Conversions Rates)
is the ratio of the number of visits to the total number of visits made by the user to the corresponding target behavior, also known as conversion rates. These behaviors can be user login, user registration, user subscription, user download, user purchase, and a series of behaviors. For example, with a user login as an example, if there are 10 login sites per 100 visits, the site's login conversion rate is 10%. With 5 subscribers, the order conversion rate was 5%.

Return visitors ratio
The replay ratio is the ratio of the number of return visits to the number of independent visitors. The indicator is used to measure the attractiveness of site content to visitors and the usefulness of the site, that is, whether the site has interesting content to allow visitors to visit the site again.
It is important to note that this indicator may vary greatly based on the length of the visit and the time period when the report was generated, so once a time and time period has been selected, the same parameters will be used to produce the report before and after, otherwise the comparison is lost.

Active visitor Ratio
The active visitor ratio is the percentage of users who have access to a certain number of pages and total Access users. The indicator user measures how many visitors are highly interested in the content of the site. If the site is targeted to the right target audience and is easy to use, the indicator should be constantly rising. If your site is content-based, you can differentiate between active visitors for different categories of content.
It is important to note that the number of pages is directly affected by the amount of active visitors, so in comparison, make sure that the page standards are consistent.

Loyal visitor ratio
The loyal visitor ratio refers to the percentage of users who visit more than a certain limit and the total number of users who visit them. The indicator is the same as the active visitor ratio, with the use of dwell time instead of the number of pages viewed. Whether you choose an active visitor ratio or a loyal visitor ratio depends on the goal of the site, you can choose one of the two, or use it together.
Similarly, the length of the visitor's setting directly affects the number of loyal visitors, so the time-to-length setting should be the same when comparing before and after.

Summary:
This small series introduces the relationship between the indicator and user behavior, as well as the calculation methods and advantages and disadvantages of each indicator. In the analysis of the site should be integrated use, in order to make the correct suggestions for improvement measures. For example, if a product is not focused, but the conversion rate is high, we should analyze how, and another product is very high, but the conversion rate is very low, we should analyze how. It can be seen through this case, but seeing an indicator often does not see the full picture of the problem.

We set the goal of measuring indicators, in order to identify ordinary users, potential users, paid users from the user group, according to the relationship between user groups and content to make judgments, planning and inspection of operational effectiveness, promote the purchase conversion rate of products. In charge of specific products, you can create their own metrics, such as the Lily Network User Center login, the page will directly pop-up product ads, this behavior is tantamount to rape users of the product experience. But we think from another angle, if we set a time period, such as half an hour, half an hour, the user's browsing time for pop-up ads is significantly greater than a cut value (such as 0.8 seconds), then can be judged as a potential user?
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Next forecast: With the data, with the indicator, we move on to the third phase of the solution: the analysis phase

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