Web Analytics Advanced Subdivision VI of six-vein Excalibur

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--Transformation Subdivision

What is transformation?

Site analysis of a variety of staggered concepts often confusing, network advertising effects, cross-site tracking, transformation goals, transformation channels, event tracking, as well as flow filtering, advanced segmentation and regular expression, and so on, these are enough to make a passionate web analytics enthusiasts to be deterred, That's why a lot of companies just insert a line of web analytics tools on their Web site, and that's the only thing that might get some basic traffic data, but it's hard to spot problems and analyze why, let alone refine the actionable actions from the data.

From data to action, is it really so hard to cross this step? Every boss wants to find value in the data, the most rapid way to create value in Web analytics is to measure and track the "transformation" of the site's traffic. Many people hear "transformation", most likely the first thought is income, of course, revenue is undoubtedly the ultimate goal of the site, such as "online order transaction Success" and income-related conversion data is the most concerned about the content of the boss, but such a "macro" goal can represent the meaning of all the existence of the site? The answer is, of course, negative, not every visitor who comes to the site is shopping for a single order: they may just come over for a price, or have already placed orders before but because dissatisfied with the after-sales service to come over to complain, or out of the reputation of your website and excellent working environment, people are coming to seek a job? So, Note that the site's transformation objectives are diverse, in order to more comprehensively measure the various types of visitor data, tracking and subdivision of the conversion of traffic, do not ignore the "macro" goals outside the "micro" goal.

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Or as an example of an E-commerce site, you may be tracking the "micro" conversion goals such as:

New User Registration Successful

Submit "Contact Us" or "complaint suggestions" online

Download Web site mobile Application Client

Apply for a job online

Click on the Social Sharing button to share information about the site's goods or activities

Wait

These examples are meant to tell you that there are a number of other transformational goals to focus on, in addition to the macro goals of sales, but many companies are not monitoring the target data, they are looking at the quality of the site traffic, marketing activities, or just stare at income indicators. Regrettably, most of the "micro" conversion targets are also contributing to "income", which are often seen as milestones on the way to the ultimate "macro" goal.

How do I define a goal?

Since the type of conversion target is so rich and diverse, we use the Web Analytics tool Google Analytics as an example, detailing how to define transformation objectives:

Google Analytics's profile profiles can support up to 20 definitions of transformation goals (including 4 target groups, up to 5 targets per group), and preset target templates for some sites in the most recently updated target settings for easy User selection:

　　

If you choose a template, Google Analytics will choose a target type for you by default, or you can choose a custom option. Whether you use a target template or not, when you add a transformation target, you need to first select the target type, and the target type of Google analytics is divided into the following four categories:

　　

1. Target Web site

If a visitor completes a task within the site and is sure to arrive at a page, we can use the URL of the Web page as the identity of the conversion target. The most typical example is usually after the successful purchase of the electric Dealer website, will see a similar "Thank You" thank-you page, then we can take this page of thanks to the URL as the purchase of the target URL.

2. Duration

Duration is the target of the interaction type, as long as the visitor stays on the site for more than a certain period of time as a goal.

3. Browse Pages

Another type of interaction is the goal of "browsing pages per visit", which is considered a goal when a visitor exceeds a page number in one visit.

4. The event

Event tracking is an effective way to record a visitor's specific actions within a site. These actions may include file downloads, video playback, clicking on a button or link, and Google Analytics allows you to choose these actions as a conversion target, which facilitates monitoring of a wide variety of transformational behaviors.

Subdivision of conversion flow

Conversion rate Subdivision

The "Target Set" option (for example, the tab-red box in the screenshot below) is preset in many of Google's Analytics reports, and when you set goals, it supports the transformation of the corresponding target in different dimensions. Take the following "channel" report as an example, you can find the target of each major channel (single Access PV over 5 pages) in the top level report data; Then you can choose to drill down into the various channels of subdivision data, such as search flow source keyword conversion rate data or direct flow of the landing page conversion rate, etc.

　　

In addition to the channel reports, the following are some of the most frequently-concerned conversion data Subdivision reports:

Location

Language

New visitors and returning visitors

Browsers and operating systems

Mobile devices

Landing page

Site Search Keywords

Conversion Flow Filter

The advanced subdivision of Google Analytics supports the traffic breakdown under multiple conditional filtering, so you can focus on a certain amount of traffic data. The following screenshot creates a custom conversion traffic breakdown condition with "more than 5 pages viewed over a single visit":

　　

After you have created the Advanced segmentation criteria, you can get the following flow trend reports when you select all traffic and conversion flow filters:

　　

Because the conversion flow in all traffic in the account is usually very small, if the choice of both in the Advanced subdivision filter will directly weaken the conversion flow data display, so in the filter conversion flow if only select this subdivision conditions, you will see the following more clear data display.

　　

Conversion flow after the subdivision of course not only the flow trend above, in the flow of sources, keywords, landing pages and many other reports in the application of Transformation Subdivision filter, you can get the conversion flow of the Web browsing number, site stay time and bounce rate and other important basic indicators, as well as free search keywords, PPC keyword and so on conversion contribution degree. Here are some of the conversion traffic breakdown reports that you might be interested in:

Natural search Keywords

Paid search Keywords

Traffic sources for new visitors

Landing page

Mobile devices

Hours of the day

Number of visits distributed

Here in particular, "visit the number of distribution" this report, because recently we discussed the more enthusiastic "channel attribution" topic. On the principle and method of attribution analysis, we suggest that we take a look at Hu Li's "Four types of web Analytics sales Attribution Model", which has a clear and thorough explanation, here is no longer to repeat. Here just to remind me how to tell if I should be doing attribution analysis now? Because a lot of people are confused with this, in the end my conversion channel data error How much? Also worried that I did not carry out the most popular attribution analysis, the conclusion is not very inaccurate ah. In fact, the method of judging is very simple, you just look at the "number of visits distribution" This report, the transformation of the flow of the next subdivision filter, see your site is most of the transformation occurred in the first entry, or need many visits to complete transformation. For example, the following report (from the Web analytics tool-dimensional analysis) data shows that nearly 80% of the conversions occur on the first visit, there is no need to tangle in the conversion channel attribution, conversely, if your transformation is nearly 80% after many visits to complete, then you should study how to conduct attribution analysis.

　　

Get moving.

So much, I hope you can not wait to do some try, but before you do, there are a few tips to remind you:

It is a good idea to create a corresponding profile when adding a transformation target. This will ensure that your original data is not affected, let alone in GA to add profile (configuration file) is no harm. I've met a friend. In order to test add the Web site to the interactive goal of time, resulting in a sudden increase in the rate of conversion of the website in a short period of time, each filter order conversion data need to eliminate this part of the test data, causing unnecessary trouble.

The number of target conversions is calculated by default to the Access unit. This means that if a visitor completes a target transformation multiple times in one visit, it will only be recorded once; if you want to get more detailed conversion data, you can choose to use the event transformation monitoring.

Used to add comment notes for traffic. I can't tell you exactly how good these comments are, but when you analyze your site data, these little notes often give you reminders and inspirations, especially if you're doing some period data comparisons.

Make sure you do the right tag identification for the marketing activity data (paid search, email marketing, etc.) so that you can clearly understand the effects of different marketing channels. You can use the Google Analytics URL Builder to create a link URL to a marketing campaign.

Finally, I hope that the website analysis of the Advanced subdivision of the six-vein sword of the big finale-transformation subdivision can give your site analysis of the road to explore some direction, the transformation of data directly related to the existence of the site value, so if you have not started, then hurry up. If you have any questions or experience do not forget in our website Analysis QQ Group (group number: 229656963) in the discussion, advice!

(Copyright GUI Lin website Analysis blog All, welcome to reprint, but reprint please specify the source.) )

extended reading: Web Analytics Advanced subdivision of the six-vein God sword five veins: Content grouping subdivision Web site Analysis Advanced subdivision of the six-vein Excalibur four-vein website Analysis Advanced Subdivision Six-vein Excalibur's third-site analysis advanced Subdivision analysis of the second portal of the six-vein Excalibur the first pulse of the six-vein Excalibur