Example analysis: Optimize the Site portal page four dimensions

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The entry page is the first entry for visitors to the site, the first visited page on each visit. The portal page as the first page of the site visitors, its quality can directly see whether the site optimization is reasonable. Today, we will analyze the four dimensions of traffic, new visitors, attraction and transformation of the portal page.

Dimension One: Flow analysis

Traffic analysis focuses on the site's browsing volume, number of visitors and IP. We can analyze the composition of the entry page and the contribution of each individual entry page to the Web site, as well as the proportion of the global data. In general, we can compare the last 30 days of traffic data to analyze which pages as the most entry page, so we can focus on optimizing these pages, and do more to guide, to increase the access depth of visitors.

For traffic this piece, of course, we need to browse the higher the better, the number of visitors and IP number is also higher the better, but also pay attention to the number of visitors and browse and IP ratio, generally more than 1:3 can be counted better.

Dimension two: New visitor analysis

The new visitor analysis focuses on the number of new visitors and the corresponding ratios. By analyzing the number of new visitors appearing on each entry page, you can see which pages do better (natural, competitive) and which pages are more appealing. By analyzing the percentage of new visitors, you can see which pages do not retain old visitors, and which pages need further guidance and optimization.

For new visitors this piece, we hope the more the better, but the proportion should be controlled in 60%~70%, because we also need the old visitors to maintain the basic page access.

Dimension three: The Analysis of Attraction

Attractiveness analysis focuses on contribution browsing, bounce rate, average length of visit, and average number of pages visited. The most important two indicators are bounce rate and average length of visit, the bounce rate shows whether the page is popular with users, the average length of visit indicates whether the user is willing to accept the content provided by this page. The average number of pages is the average of total pages that a user browses to after entering the site through the portal page.

For the attractiveness of this aspect, of course, is the contribution of the more browsing, the better, the lower the bounce rate is better, the average length of visit in the 30s~90s around the best, the average number of pages to visit the better.

Dimension Four: Transformation analysis

Transformation analysis is to consider the number of conversions and conversion rates. This means the number of target conversion pages from the entry page and the proportion of visitors to all entry pages. The number of conversions, you can analyze the entrance page itself to the visitor's guidance. The height of conversion can be used to analyze whether there are too many interference factors in the entry page.

For the transformation of this aspect, the more conversion times the better, the higher the conversion rate is better.

In addition, for different types of entry page, we need to do different optimizations, although the end result is to improve traffic, improve the conversion, but we need to identify which pages need high conversion, which pages are just to provide information. Note, do not put all the pages are positioned into one, to the level of comprehensive optimization.

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