How to get the website promotion website marketing effect evaluation?

Google global vice president and Greater China President Lee Kaifu in the Boao Forum for Asia, said the media interview, Google China product layout has been very complete, Google Chinese search is also the most outstanding, the only lack of the current user trust and support. In fact, this sentence can be understood, Google China has not let Chinese netizens form a dependency. Public netizens open browser to visit the first station may not Google China, but it may be Sina, Sohu, NetEase, Baidu or Tencent, there may be a small number of netizens directly to Google China's home page. This involves a netizen use habits and netizens loyalty topic. In the use of Internet users and the loyalty of netizens here, the former emphasis on the latter. And for the vast number of domestic network marketing needs of small and medium-sized users, netizens use habits and netizens loyalty, but also to consider the use of user behavior factors.

Internet users ' behavior is the most important decision reference in the application of network marketing of small and medium-sized enterprises. For example, users go to Sina, Sohu, NetEase, watching news and playing games is more likely. If users go to Baidu, it is possible to search for beautiful pictures or their favorite music songs. If users go to Alibaba, it is likely to publish their business blog or to the forum to communicate business experience. If a user goes to 258 business search, it is likely to search for the product information they need or to find the supply and demand information of certain products. If the user goes to the horizon, it must be to see all kinds of original novels and stories. All of these are indicative of the different behavior purposes of Internet users visiting different websites.

To use the Network marketing platform, the small and medium-sized enterprises must consider the actual purpose of Internet access. For example, small and medium-sized products are personal items, that can go to the selection of Sina, Sohu, NetEase and other Web pages related ads, everyone watching the news, imperceptibly influenced by these ads. If the products of small and medium-sized enterprises are personal entertainment products, that can go to choose Baidu to promote, absolute gold entertainment traffic concerns. If the products of small and medium-sized enterprises are machinery, hardware, clothing, shoes and hats and other related transaction information, you can go to choose 258 Commercial search Business recommendation, there will be no ineffective attention of minors. If the small and medium-sized products are digital products, you can choose Tianya related ads, China young people's attention every day. If the products of small and medium-sized enterprises are suitable for foreign trade, please buy related services on Alibaba, not only China knows, the world is also well-known platform. If do not pay attention to each platform Netizen actual visit behavior purpose, will waste a lot of human financial and material resources, will not have good input-output ratio.

The internet has become inseparable from the life of the public, and the real business transactions of small and medium-sized enterprises are inseparable. Under the current situation of Internet application, the network Marketing application of netizens ' behavior purpose analysis is more suitable for everyone to choose judgment.

With the development of the Internet, website promotion, website marketing becomes a kind of any enterprise that wants to make use of the Internet to achieve a career can not ignore the means, after all, compared with the cost of using the traditional marketing promotion, the network undoubtedly has the innate advantage. But at the same time the problem also comes, how to get the website promotion website Marketing effect evaluation? How to develop the next strategy?

In order to solve these problems, the Web site traffic statistics products came into being, the study of many foreign research institutions also confirmed the web site traffic statistics analysis of the value of the network marketing effect, but in the Web site Marketing Management practice, most of the enterprises just through the Web site traffic statistics products concerned about the number of online, At best, it is a general understanding of the source of visitors, such as the number of users through the search engine, as well as users mainly use which keywords to search the site and so on. As a basis for SEO optimization, of course, this also provides a basis for the development of the site's future strategy, however, these basis is very limited and messy. Eventually, they can only evolve into a day-by-day view of large amounts of data.

So, it seems that the simple data presentation for the Web site Marketing management of the reference is also a handful. We can not help but ask, the existing Web site traffic statistics products are still missing a point of analysis?

We see, a user to visit a website, he will use what things, what traces of it? Mouse, keyboard, browser these three is undoubtedly essential, after landing the site, his entire access trajectory, stay time and so on. So what can these things and traces tell us?

First, the user's mouse clicks to some extent can tell us the user on a page of visual track. Because according to the person's general behavior rule, the user will first click the page element which he first notices, whether this element is a button or other. Therefore, the user mouse click Summary and analysis will be able to tell us the user in a Web page of the general view of the trajectory, which can be a web design is reasonable, whether it can make users really pay attention and can click on the enterprise need to let him click on the location. Ultimately affect the entire site's information architecture even the site structure.

Second, browsers, for browsers and user operating system information acquisition is not a new function, they can tell us is nothing more than the user to use the machine some basic information, here no more narrative.

Third, access trajectory, stay time. For these two stylist can be done, from a large level, it can tell us what the user has done during the entire visit to the site, both the objective behavior of the user, from the small level, it can tell us some we do not through the analysis of the access trajectory can not know the site in the user operation process may exist problems, Coupled with the parameters of the stay time analysis, you can even tell us the type of users visiting the site. Examples of these two cases are illustrated below.

Example one, we through the Web site access trajectory analysis, found that a user in the purchase of a product payment process, always in the checkout process, then, there may be two possible: first, the settlement of the page there are misoperation. Second: Users want to continue to purchase other items. At this time we combined with the settlement page of the mouse click Analysis, found that the user is clicked on the wrong link caused always unexpected jump out. At this point, you can assert that the design of this settlement page is problematic and needs to be improved.

Example two: There are two users, one of the first clicks on Sina after the "technology" channel, then clicked on the "Internet", the other one clicked the "technology" channel, then clicked on the "digital" but in the digital only stay a very short time immediately point to the "Internet", then, To some extent these two users are consistent in their operating habits and can be judged by their interest in the IT industry as a certain probability. Through the same classification of countless times, we can through the analysis of these data, get our site users of the approximate type, the so-called enemy can be victorious, know what we are facing the user, the formulation of the strategy can be targeted.

To sum up, we are not difficult to see the Web site access behavior analysis of several basic dimensions and the benefits it can bring. The current Web site traffic statistics analysis products generally lack such a dimension, resulting in only data piling 洏 can not be effectively informed of these user behavior. And only understand the user's behavior, enterprises can be targeted, to make corresponding strategies.

So, how to use some tools or data collection analysis to achieve the user behavior of the preliminary analysis? The author noted that the recent domestic statistical manufacturers have sprung a new service provider-statistics www.tongji.la, they have done to the user's mouse point of reference statistics, As well as the user coverage of Web site single page correlation analysis, but the author mentioned to the user's classification they seem to have not been involved, but it is said that they are still constantly revised, I will wait and see. Reader, you can watch one or two if you are interested.