Website Analysis 10 Q: About site goals, policies, and users

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The last six months did not update the blog, one is because of busy, the second is because of laziness. I feel that I can have some things in my spare life, and it is a happy thing to hold it down. I will continue to update my blog in 2012. Sticking to blogging has two benefits for me: 1 helps me think. Each process of writing is also a process of thinking. A lot of things are easy to say, but when it's written, there are still a lot of questions that you don't want to understand. 2 The process of recording my thoughts and thinking. Whether they are right or wrong. The courage to make mistakes makes progress.

Gossip about a bunch, now enter the subject of this article. Website Analysis 10 must ask is to a new website analysis before we do the work, is to understand the site background information method. It is also a comprehensive physical examination of the website. These 10 questions include the site's goals, policies, users, and business information. This information is scattered all over the site, some may be just the assumption that someone in charge has not yet formed, and all we have to do is to find answers or guesses about these questions and summarize them, so that if you don't understand the answers to these questions clearly, it's hard to start the whole process of analyzing the site. Let's explain each of these 10 questions one after another. If there is a mistake, please take a brick advice.

What is the goal of the website?

The goal of the website is simply to say that the value of the site exists. Each site has its own goals, there is no site without goals. In the previous article I have also explained the goals and objectives of the site decomposition. In addition to understanding the objectives of the site, we need to know more about the goal before we start to analyze it. Each goal is made up of three parts: 1 goals, 2 target indicators, and 3 metric values.

1 is the website objective reasonable? Target)

Is the goal of the website reasonable? It seems that we have never thought about it. If this goal itself is not very reasonable, then whether in the specific implementation or analysis process will appear many problems, leading to the final failure. So we need to think carefully when the goal comes up.

A reasonable goal is not necessarily an executable goal. This goal can be implemented only when the change of the target is strongly correlated with the site. The strong correlation here means that the adjustment of the website can directly result in the change of the target result. For example: Now many companies through their own web site display products, and then online to complete the final sales (the site has no payment function). In this case, sales are affected by both online and offline factors, if the goal of the site is set to the final sales are not reasonable. Instead, set the number of potential customers you want to bring to your site. Set the target for the lower portion of the line to the turnover rate for the site's potential customers.

2 How is the goal of the website defined and quantified? Indicators)

Once you have a reasonable and achievable goal, we also ask how you want to define and quantify your goals. Web analytics ultimately measure goals in terms of numbers or proportions. So it is very important to quantify the target as a reasonable index and number. A simple number of potential customers does not reflect the actual effect, and often leads to the wrangling between the departments. So we need to further define potential customers as the number of visitors who successfully complete the registration, or inquire, or download coupons or product materials. So that we can have a clear understanding of the ultimate goal and the quality of completion.

How is the target value of the 3 goal calculated? (indicator value)

Finally, the most important question. We must have a clear understanding of how the goals are extrapolated. A lot of times we have this goal: "Next year the site added 1 million registered users." This goal is implemented. There is no problem with the measure, but how is the specific target calculated? If the figure is shot in the head, then the goal is still not a reasonable goal.

Second, what is the strategy to accomplish the goal?

Strategy refers to the way a website accomplishes its goals. It simply means which resources to use, in what ways, from what channels, to what kind of visitors, and ultimately in what ways to achieve goals. Strategy and goals are equally important. If the site does not have a clear strategy, then analysis will not be valuable. The strategy of the website is usually embodied in traffic and products. For the flow may be how to select the source of traffic, if the control to obtain the cost of traffic, how to plan the campaign. For the product, it may be the design logic of the product and the relationship with the main goal.

Site analysis needs to get the entire strategy of the site, from the highest to the bottom level. The way to get a strategy is simple, communicate directly with the site owner and the traffic and product manager. For example, you can ask the traffic leader of the website, why do we choose these traffic channels instead of those? Why do we spend our money on these sites? If the website is clear, he will tell you the result directly. Or he might tell you several answers: 1 The number of users using this site is large. 2 of competitors buy traffic from here. 3 with my previous experience, how about this site. 4 of the leaders required to purchase traffic from here. The above four kinds of answers are very common, but they are not the result we want. You can also ask the Product manager of the website what is the intrinsic logic of each product? What is the relationship between their products and their website goals? In which step did the goal of achievement be facilitated? And how do each page's action and the weight of different plates be allocated, and why? If you can get an accurate answer, the strategy is clear. Otherwise, if the answer is vague, then these products and pages are problematic in the initial design. They are also unable to help the site achieve its goals.

Strategy is the key to distinguishing between good and bad. If a website has no strategy, most of the Web analytics can only provide some simple data.

Third, who is the user of the website?

The website is serves for the user, but the website analysis protagonist also is the user. Who are the users of the Web site? What are their characteristics? What are the habits? What are the jobs? The basic attributes of these users are what we want to know. Of course also is the website traffic leader and product manager need to know information. Otherwise everyone can only gather together at the conference table to play elephant game.

In the most typical case, there are usually two things that do not understand a user's Web site:

1 site content and function all-inclusive, for fear of omission of any point did not think of the user needs.

2 the content and function of the site are not focused, because everyone can imagine a typical user and a lot of reasons for their functions and content, and no one will be able to convince each other.

The best way to get information about Web site users is to personally investigate or interview them. Experience tells us not to trust the information provided by anyone. Whether it's a product manager or a boss. It's not that they're all lying, instead, you don't know what age their information is, where they come from, what "authoritative reports" are based on, and whether the conclusions are reliable (usually the more senior leaders are less likely to do user research in person, they get mostly filtered second-hand or triple-hand information). Therefore, only the information they have personally learned can be used as the basis for analysis. Believe me, this is definitely the right experience.

Four, where can the user of the website come from?

Traffic in the site is one of the most concerned indicators, but also the site analysis needs to be concerned about indicators. After understanding the basic properties of the user, we need to ask the question, which channels or Web sites are these users likely to come from? In other words, which channels or websites do we need to pay special attention to? If you directly ask the traffic leader of the website, he will probably tell you that it is a search engine or portal site, or a competitor. But that's not the answer. Because search engine has become the threshold of the Internet, almost everyone will use the search engine. And the cost of obtaining traffic from search engines is higher. Not to mention the competitors. So the answer we need is: "Where can we get potential users with lower costs?"

The answer still comes from user research, which requires a clear understanding of the causes and habits of user-generated needs. Users may come from many channels, such as: press releases, soft text, forums, friend referrals (Word-of-mouth), advertising, search, social networking. The cost and quality of each channel is different, the current traffic strategy of the website is correct and effective? How to put the limited budget into the most effective channel? Website analysis for different sources of traffic how to analyze, if provide channels to choose suggestions?

Typically, users use multiple channels to access the site at the same time, and visitors from different channels are in different cycles of demand. In the early days of user-generated demand, access to information channels is relatively simple, less competition, while the cost of access to the site users is also low. In the late period, with the user's clear demand, competition increased, the cost of the site to obtain users is higher. And these need to understand the user.

The top four issues focus on site goals, policies, and users. I think these three points are the content that must be clearly understood before the website analysis, which cannot be overemphasized. If I were to analyze a new website, I would spend a lot of time in the early stages to figure out these four questions. Because these four questions will directly affect the website analysis the value and the success or failure. Write here today, and later I will continue to update the site analysis 10 must ask the following six questions. The next six questions will focus on the status of the site itself. Please continue to pay attention.

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