How to take the first step of web Analytics (on): whether to master the status of their own website

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Do you often find this kind of doubt: "Using the Web analytics tool, but what does the data represent?" In order to solve these problems, this series for you to introduce, how to interpret the Web site tools to provide you with the data, how to flexibly use these data, take the first step of web analytics.

Do you know the status of your website?

Presumably the reader of this article should be engaged in the analysis of the relevant business people, so I would like to ask you a question, how to calculate the effective use of web analytics tools?

The so-called effective use of web analytics tool refers to the use of Web site analysis to master the status of the site, analysis of the status of the site, find out the solution and improve the process of a series of processes.

In this article I would like to implement the process of the very important part of "grasp the status quo" thinking and implementation methods to expand the description. Although only a grasp of the status quo, but should not be taken lightly. Without the mastery of the status quo, we cannot make an accurate analysis and cannot take appropriate measures without accurate analysis. So how to grasp the status quo?

Before you see all kinds of data, there's a concept of "customer" in mind.

In the current situation of the site, there are two points to note. First, master some "what", and the second is "how" to master.

I think in everyone's mind there are PV (web browsing times), visitor number, conversion rate, average stay time and so on some indicators of the concept. But here we must not overlook the main body of the data – the user, the guest who visits the site.

PV (web browsing times), the number of visitors, conversion rate, the average stay time is good, through the site visitors in the site of a series of actions are counted. Therefore, in the grasp of the status of the site at the same time, the mind to always think "these values are users in the site a series of acts of portrayal."

"How" to master the status of the site?

Starting from the conclusion, it is very effective to analyze the whole situation of the users in the website after they can be divided into several "processes". Each process can be used as a unit of study optimization, which can be analyzed according to the following 4 aspects:

1. Visit the website (users are the opportunity to visit the site)

2. Landing page (user originally from which page to jump into the site)

3. Inbound jump (the user through how the jump finally reached the transformation)

4. Conversion process (whether the user has achieved the transformation)

Through the analysis of each process can lock the bottleneck of the site, and then the bottleneck of the centralized analysis, to optimize. When local bottlenecks are optimized, the overall situation improves.

Here you have a question, why is "process" effective?

The important point of "process"

First, I would like to cite an example. Suppose that the goal of everyone's website is to register members, and what should we do when this conversion number falls.

Bad example: focus on conversion

When the conversion number of the reduction of the fact that, in order to find out why, some people will go to see the first page of PV (web browsing times), some people will go to analyze the bounce rate, there are people to analyze the keyword ads.

So what data should we look at first when it is clear that the number of conversions is down? What should be done? It is possible to get into chaos.

Good example: divided into different processes for each analysis

Through the understanding of the whole process, you can immediately lock down the conversion number of the reason is out of the site (from the reader's point of view is the process of attracting guests), into the page, the site of the jump, or transformation process. Then the process of the problem is analyzed and optimized separately.

Conversely, there is no need for analysis and optimization beyond the point of the problem. As you can see from the example above, there are 3 advantages to analyzing a user's behavior into different processes.

1. Be able to lock the process of problem in the whole process immediately.

2. Be able to focus the problem points for analysis and optimization.

3. Eliminates unnecessary analysis and optimization (process beyond the point of issue)

If you finish reading this article I hope you have to test it yourself, the user's behavior process, and then master the status of each process. This way you will find problems that have not been discovered so far.

This serial article mainly introduces the process of user behavior, and it is very effective to analyze each process separately.

Next series I would like to explain to what kind of data, how to interpret the data, how to improve these results and so on, so as to better solve the problem of the process. Please look forward to it!

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