The sixth pulse of advanced website analysis

Previous article: What is the conversion of the 5th vein of the powerful six-vein sword in advanced website analysis? Website analysis involves a variety of complex and staggered concepts, which are often confusing: Online advertising effects, cross-site tracking, conversion targets, conversion channels, and event tracking.

 

Previous article: The fifth pulse of the powerful sword of the six pulse of advanced website analysis

-- Conversion subdivision

What is conversion?

Website analysis involves a variety of complex and staggered concepts, such as online advertising effects, cross-site tracking, conversion targets, conversion channels, event tracking, traffic filtering, advanced segmentation, and regular expressions, these are enough to discourage enthusiastic website analysts. this is exactly what many companies have inserted a line of monitoring code for website analysis tools on their websites, some basic traffic data may be available, but it is difficult to find problems and analyze the causes, not to mention further extracting executable actions from the data.

Is it really so difficult to move from data to action? Every boss is eager to find value from the data. the most rapid way to create value in website analysis is to measure and track the website "converted" traffic. Many people may think of revenue first when they hear "conversion". of course, income is undoubtedly the ultimate goal of the website, conversion data, similar to "online order transaction success", closely related to income, is also the most important thing for bosses. but can such a "macro" goal represent all the meaning of the existence of the website? The answer is no, of course. not every visitor who comes to the website places orders for shopping: they may just come to compare prices, if you have already placed an order but are not satisfied with the after-sales service, or are you looking for a job out of your website's reputation and excellent working environment? So,Note that the conversion targets of websites are diversified. to comprehensively measure various types of visitor data and track and segment conversion traffic, do not ignore "micro" targets other than "macro" targets..

Take E-commerce websites as an example. the possible "micro" conversion targets you follow are as follows:

● New user registration successful

● Submit "Contact Us" or "complaint and suggestion" online"

● Download the mobile app client of the website

● Apply for a job opportunity online

● Click the social sharing button to share the product or activity information of the website.

● And so on

These examples show you that there are many other conversion targets worth attention in addition to the macro targets such as sales. However, many companies have not monitored the target data, when analyzing the quality of website traffic and marketing activities, they only focused on revenue indicators. Unfortunately,Most "micro" conversion targets are still contributing to "revenue". They are also seen as milestones on the way to the final "macro" goal..

How to define a target?

Since the conversion targets are diverse, we will take the implementation of the website analysis tool Google Analytics as an example to describe how to define the conversion targets:

Each profile configuration file of Google Analytics can support up to 20 conversion target definitions (including four target groups with up to five targets in each group ), in addition, some common website target templates are preset in the recently updated target settings for users to choose from:

If you select a template, Google Analytics selects a target type by default, or you can select custom options. Whether or not to use the target template, you must first select the target type when adding a conversion target. Google Analytics's target types are mainly divided into the following four types:

1. Target website

If a visitor arrives at a webpage after completing a task on the website, the URL of the webpage can be used as the identifier of the conversion target. The most typical example is that after an e-commerce website is successfully purchased, you will see a thank-you page similar to "thank you for your patronage, in this case, we can use the URL of this thank-you page as the target URL for purchase conversion.

2. duration

"Duration" is an interaction target. if the visitor stays on the website for more than a certain period of time, the target is achieved.

3. page views

Another interaction type conversion goal is "the number of pages browsed each time". when the number of pages browsed by a visitor within a single access exceeds a certain number of pages, the goal is achieved.

4. events

Event Tracking is an effective way to record a visitor's specific actions on the website. These actions may include file downloads, video playback, clicking a button or link, etc. Google Analytics allows you to select these actions as conversion targets, which facilitates monitoring various conversion actions.