Best Web Analytics Practice rookie will also analyze the website

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Often some friends ask the website Analysis report to do, or want to get a complete website analysis template, on the Internet we can also download to some Web site analysis of the report or template. But in fact, different Web site analysis needs and analysis of the major differences, there is no universal website Analysis report. But for some common analysis needs, there are some analytical frameworks that can be used for reference. How do you make a compelling web analytics report for the overall analysis of a website?

If you analyze a website, but you are not familiar with the business and goals of the site, how do you conduct your website analysis? Can the resulting analysis provide some valuable insights? This is a challenge for a rookie. Generally in the analysis of the Web site can follow the following 10 steps, you can create a high quality website Analysis report:

1. What about the user's access experience? As users of the site to browse the site, pay attention to the site's potential goals, customer experience and inconvenience.

Many people are often logged on to their web analytics tools when they start a new web analytics job. It is recommended that the analyst first visit the Web site to which the analysis is requested. For example, we can browse the product page, enter the shopping cart page, pay attention to the registration process, read the customer comments, download the website documents and use the site search, so that the website's appearance and function have a specific understanding.

If this is an electrical business site, we can understand the style of the site, information structure, cross-selling and even font size, navigation tags and user experience and so on. Based on your experience, there is a preliminary judgment about what you do well on the site and what you do poorly. Also suggest to browse the competitor's website, have a reference and contrast object can let you have the enemy, gain more opinion.

2, the Web site traffic acquisition strategy is what? This information can be obtained from the traffic source report.

Whether a company attaches importance to network marketing, they are in the network marketing focus on which piece, from the site's traffic acquisition strategy. Usually a healthy web site its flow composition should be relatively balanced, rather than relying too much on a certain channel.

Traffic source categories can usually be divided into: search engines, referral sites, direct traffic and advertising activities, which kind of other accounted for a relatively high, which kind of traffic is missing? Normally, the flow composition on the left side of the above diagram is an ideal state.

The search traffic accounted for about 40% to 50%, which is a normal proportion. If the search traffic accounted for too much is not necessarily a good thing, too much reliance on search engines, search engine algorithm slightly adjusted may let your site traffic significantly down.

The proportion of direct flow is about 20%. If your site has to carry out offline advertising or a considerable number of old users, they are familiar with your site and often visit, they will bring more direct traffic to the site.

Referral site traffic accounted for about 20% to 30%. Web site traffic can not rely solely on the search engine's natural flow or paid advertising. A healthy website should have a considerable amount of high-quality external links to the site's important products or services, and can bring more traffic to the site. And these links for the site's SEO also has a significant role in promoting.

In addition to the above flow categories, the three categories of traffic in the GA are grouped into other categories. According to the needs of the website business can put some pay ads, social media promotion or EDM database marketing, so that can effectively expand the site's traffic. This portion of the flow accounted for up to 10% or more.

Of course, not the same industry different sites of various channels flow ratio may have a large difference, operators can be based on their own industry and the knowledge of the site, to measure and judge the site's traffic access strategy is correct, the state of the site is healthy.

3. What about the retention and loyalty of the user? You can view user access frequency and recent data.

The above has been on the site's access experience and traffic access channels are analyzed, and now we focus on the user's access behavior. For the Electronic business site, a very important goal is to attract more users to the site two visits or even two times to buy. In this section we will look at the user Access frequency report. This report shows how many times the same user has visited the site for a specified period of time. Or, can the website attract users to return a visit?

Many of the tools provide reports of how often users visit, as in the case of reports in Ga.

How to view:

The data from the first half of the above picture shows that the site apparently accounted for 47% of the visits. But more attention is, the bottom of the data show in one months incredibly 40% of the access is in the user's 9th visit after the month produced! Next, we can subdivide the first 47% visits to the corresponding visitors after 40%, and observe the behavior of their two types of users to measure the achievement of the website goal.

But if your site's data is similar to the latter part of the above figure, that shows that most of your site is the first visit, the site lacks a long-term sustainable business model of the foundation, the user came, but gone, not with a cloud, very few users are willing to return. What if the user's retention rate is too low to return a visit? Looking back at what we analyzed in each step, what factors might affect user loyalty? We need to collect more data and discuss it with the site operators to find out the real cause of the problem and refine it.

User access frequency reports can provide us with a lot of useful information, and the user's recent data is worthy of our attention, especially for content information classes of the site. The visitor's recent survey is the time gap between two visits to the same visitor, or when you last saw this person (the cookie visitor ID). The following is an example of a GA user's recent report:

The data show that 37% of the visits are generated within less than 24 hours after the day of the visit! A quick return visit is quite high! You can consider the breakdown of visits by content, source, advertising activity or transformation effect to understand the different user groups ' access behavior.

What to do next:

It is recommended that you analyze the report based on the length of the visit and the depth of access. We can measure the retention and loyalty of visitors ' behavior with the frequency and the degree of the visits, but we can't see exactly what the visitors on the site are doing in the report, so we're going to use a report on the length of the visit and the depth of the visit.

Source: Wood-wood SEO blog http://blog.sina.com.cn/u/3255214787