How to conduct a comprehensive website analysis

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This topic is a love of web analytics Friends-"dream and reality" urged me to do, in fact, many friends also hope I can write such a post, but today can be written, first of all to live up to the expectations of the long time to apologize.

This topic shout out some guilty conscience, because "comprehensive" two words really Toda. But since my intention is to be able to introduce as comprehensively as possible, the final decision is to retain the subject, which is a spur to myself. If my friends find that I have omitted or anything wrong, please ask, thank you!

A comprehensive website analysis to solve what problems

I want to be divided into 3 levels to illustrate a comprehensive website analysis to solve the problem.

The first level, but also the highest level, of course, is the realization of network Marketing (internet marketing) business goals, not to say here, nothing more than to promote (here is a big concept of promotion, including increased sales, increase users, increase attention, convey information, etc.).

The second level, and also the core level, is to increase access to traffic, while increasing the user (visitors) Web site use experience. Believe that this level is every site marketing friends will pay attention to. If the second level satisfies, the first level of satisfaction is logical.

The third level is those that require us to solve through specific operations, but also with the site analysis of the direct link to the part, including: (1) improve the quality of traffic, (2) Improve the structure of the site, (3) improve the design of the page, (4) to understand the site visitors. Solving the second level of those problems depends on this third level, because it is the most basic, most feasible part, therefore, a comprehensive web analytics, the final analysis is to solve the above three problems.

1. Does your traffic work?

For a website, it is easier to improve the flow than the quality of the flow, because we all know that traffic can be paid to buy. However, you buy the flow can play an effect, I am afraid it is difficult to anticipate beforehand. However, the quality of traffic is very important, if the flow of quality is not good, no matter how high the quality of your site, the user experience will not be improved-because they are not interested in your site! So to ensure the quality of traffic is the site analysis to solve the very key problem--unfortunately, Many of the country's web sites seem to be still complacent.

We all know that a way to improve the quality of traffic, that is, to get the "breakdown of traffic." For example, when beer sellers choose their own web site (such as search engine keywords, or banner ads), they do not consider education sites, but prefer food or sports sites. But the problem now is that marketing is always limited, we can't put it on every relevant website, we need to pinpoint the most efficient source of traffic. This precision is not only accurate to provide access to the site (referral), but also to the specific page of the site, and even to the exact page of the specific use of which entrance. That is, if I am in the "Baidu" search engine, "Sina" and "Sohu" on their site on the different forms of entrance, put on which site, which page, and the use of which type of entry will be more effective?

Web Analytics is a good answer to this question and the tools you need to use are simple:

Use the Google Analytics traffic source (traffic source) report;

Use link tag to ensure that each entry is tracked.

With these two tools, it is enough for us to analyze the quality of the flow quite deeply. The specific metrics to be analyzed include:

Bounce Rate;

pv/v;

Time on site;

Indicators Rate;

ROI metric: CPV,CPE,CPA.

If you can view the traffic entry that is tracked by you through these metrics, you can determine where the traffic from your site is most effective. Of course, how to use the above data for combination and analysis, is the analyst's full-time-limited space I no longer do a detailed introduction, here to play your imagination!

In the best case, you can find that the quality is quite good, and can bring a certain amount of traffic flow source (traffic source), do not hesitate to increase the input to it! If the quality is not ideal, or the ideal quality of the traffic source to bring the traffic is too small, Then you should consider looking for a better entrance.

2. Find a leaking hole!

The structure of the site for the Process class site, especially for E-commerce or online service-class sites have important significance (because this kind of site is not likely to put all the important content and functions are on the home page). For such a site, if a visitor leaves the site in large numbers before entering the final step and never returns to continue his or her visit, then it will not matter much if you spend a great deal of effort to pull it onto your site.

It's time to find a leaky hole! No, it's not leaking, it's leaking money!

How to solve the problem of leaking water (see structural problems)?

First of all, I would like to say, please put aside all the web analytics tools, and then ask yourself and your friends to go through the process, the more people participate in the better, and then we feel, especially awkward feelings write out, finally summed up a few of the most important problems. This is usability's experiment, which is the most important lesson in Web analytics. I often tell myself that data certainly does not lie, but sometimes qualitative things are more powerful if the qualitative content is authentic.

Doing usability is not to replace data analysis, but to make data analysis more targeted. Of course, if there is no condition to do in-depth usability analysis, you can start directly from the data. The thing to do is:

Top Exit Page Analysis

Funnel (funnel) analysis

Key Page Navigation Analysis

For these three, we are more familiar with the exit page analysis, my previous posts have a more comprehensive description. The latter two people may be unfamiliar.

For funnel analysis, it is useful to have a highly functional web site that you need to record each step of the process, and then look at the amount of access to all the steps. Every step must be a loss, the most serious loss is the part that you need to improve most. If the loss of a certain step is staggering, then there are two cases, the first case, is the site's process design problems, the wrong way of the process so that the user to a certain step is to start at a loss-this situation is a great harm. I tried a telecom operator's website, the function is to inquire about your mobile phone bill details, function is very good, but there is a need for you to send text messages, but also need your password, but also you register users, the process is very messy, incoherent, I gave up after 2 or 3 steps to try. In the second case, there is a problem with the design of the page, people do not flow in the direction you intended, but from this page to other pages or exit. If the former, you need to use the following key Page navigation method.

For key page navigation, it is the analysis of the previous and last pages of the critical node page. This will help us find out where the user has gone. Help us to analyze the user's behavior habits and psychology, and make corresponding adjustments.

The above analysis, Google Analytics can be fully implemented. Use the top Eixt page report, Content report and page navigation report respectively.

3. Page, your lifeline

Say that the page is your lifeline is not exaggerated, because it is the carrier of information, is the realization of the function, but also the end of online advertising. Visitors to your site from advertising are of great value to you.

Whether you agree with it or not, the quality of the page determines a few things:

Can visitors stay instead of leaving immediately

Web site flow smoothly or not, visitors can go to the last step

Can you achieve something else that you want these visitors to do

And even more than that ... So, I think we spend the most effort on the analysis of the website, is to analyze the situation of each important page.

The most important pages, well, of course, are landing page, and then important process pages, and important information pages are all you need to focus on. This includes:

is Landing page A big colander?

Does the most important content of the page get the most attention?

What kind of page content allows users to participate more?

What kind of page layout can make users more involved?

There are quite a number of ways to address these problems, including:

Bounce rate--Analytics Landing Page, tools are Google Analytics and all web analytics tools

Conversion rate--analysis from advertising to landing page conversion, the tool is the number of ads click and Landing page visit number

Heat Map, which analyzes the user's attention to the page, tools are Google Analytics or crazy egg and all web analytics tools

Indicators analysis, analysis of user participation in the page

CTA (call to Action) analysis, tool is Google Analytics top content report and usability analysis

A/b Test, which is useful for analyzing different page content or layout designs of the same effect

Multivariable testing (multivariate test), which is used to design which is more efficient in the same place in the page where different content is placed (or after design)

Do these things all over again, and you will have a clear understanding of the quality of your pages.

4. Do you really know your visitors?

You can't really see your site visitors, but you can fully understand their situation and preferences by analyzing their behavior. This part of the analysis is the simplest, including:

Location of Visitors

Visitor's operating system, browser, screen resolution, display supported color depth and even flash version of software usage

Whether new visitors

The behavior attributes of the visitor include: The visitor's stay, the number of pages visited by the visitor, the page flow to which the visitor visited (Receny), and the length of time between the two visits to the same visitor (Loyalty), as well as a return visit, etc. This part is the most important part of the study of visitor behavior.

Only one of the tools used can solve the problem:

Google Analytics's Visitor report. Try it now! There are some things you may not use, such as receny and loyalty, to tell the truth, I'm not used to it, but they really mean a lot. For example recency, if most visits are concentrated in 0 days ago, means that your visitors are active and actively involved in your network-if more than 90%, congratulations, your net friend is very loyal to your website. :)

For an E-commerce site, the location of the visitor is of course important, but now the problem is that because the geographical location is mainly based on the location of the IP address, it is not so accurate, but on a large number of statistics on the basis of approximate accuracy. There is no better way to do it.

5. It is more important to come up with recommendations

Thank you for reading the fifth step, I know I am still very abstract. On the specific how to do the previous analysis, I think this post is not enough, because metrics (metric) although it is dead, but the analysis is flexible, which is why we these analysts can also mix the reasons for food. Data is just data, the key is to analyze the relationship between the data and find the reasons behind. Therefore, you need to analyze the metrics to find the reasons behind, and to come up with practical suggestions.

Only advice is really valuable, because all management will not listen to your boring numbers, they need a language of advice and a concise description of the reasons for these suggestions.

What should you suggest at least after a comprehensive website analysis?

Choose what kind of Web site and what location on the site to do the promotion of the portal (or traffic sources) more effective;

Choose what type of entry (advertising or site entry links) is more effective;

The structure of the website need to revise, how to revise;

What pages have bad quality and what changes need to be made;

Whether the user needs to subdivide, whether needs to design the different website pattern according to the subdivision user's behavior;

The user behavior characteristic, whether needs to revise the network marketing method according to the user characteristic;

Test plan for proposed Web site modifications (test), and summarize recommendations for validity (Learn).

If I can do the above, I think I have done a more comprehensive website analysis. The rest is to continue tracking the site to see if the recommendations you put forward and implement are valid. I don't think it's a very complicated process, and getting data is far simpler than analyzing the data, so it's not software, not tools, but your brain, your mind, and your focus on your site.

Now, back to the front of the article, which is "a comprehensive web analytics to solve what problems" section. I believe you can see that after we analyze the third level of the problem through the website, we will be able to put forward insightful suggestions on the above 7 aspects, which will be very helpful to answer the first and second levels of the problem! Therefore, I think, web Analytics is ultimately for network Marketing (promotion) services, If you can not serve the network marketing or promotion, the site analysis itself can not be landed, there is no practical significance.