Overview of common KPI data for website operation

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Website operation is a comprehensive work, and site planning, product manager position the biggest difference is that the site planning, product manager equivalent to manufacturing the gun, to ensure that the gun firepower, bullets and other product characteristics good, but also to design easy to use, such as the addition of sights. And the role of the site is equivalent to a good fighter, use the gun to destroy the enemy, complete the task. Therefore, it is not difficult to see, when a website product is born, whether the website can develop well, whether can profit depends on whether the website operator can synthesize own ability, combine various resources, cooperate each department, the website runs well.

Above is I draw a about the website division of Thought Map, the website operation main concern is the website development, including the website profit, the website promotion, the website cooperation, completes the specified KPI designation and so on.

So the website Operation KPI is the important data that the website operator needs to refer to, as the data support of the website Operation decision, and also is the main reference of the website operator's work achievement. This is the first to introduce the basic operational reference data. Others can focus on my blog.

There are mainly the following:

Flow index:

1. PV (page View): Web page access number, that is, site traffic.

2.VISIOTR: The number of site visits, that is, the number of times users visit the site, calculated by session.

3. UV (Unique visitor): Access to the number of users, that is, independent IP.

4. PVPU (Page view per user): The average number of pages accessed by the users.

Basically measuring a website's traffic can be measured from the above several indicators. But looking at a single indicator may not be useful, combined with a comprehensive observation can be found some problems.

For example, a website has 1 users a day to visit, a user came up one morning, visited 5 pages, the evening came once, visited 3 pages. So PV is 5+3=8,visitor is 2,uv is 1,pvpu is 8. Because visitor is very difficult to statistics, so this KPI a lot of websites basically do not need. Directly to get PV and UV is almost OK.

Like what

A, PV is very high, but the PVPU is very low, indicating that the content of the site is unattractive.

B, PV is very high, but pvpu unusually high, it is possible that the site's navigation design has serious problems, so that users in the circle around. It is also possible that the site's user return rate is too low, need to compare user data measurement

C, visitor very high, indicating that the site is very viscous. For example, happy NET, you may be one hours on the landing once, a day to log on many times, it shows that the viscosity is very large.

In fact, the above examples are not absolutely correct, operational data analysis is a very comprehensive work, so sometimes, we see the data does not necessarily represent the designated issues, need to combine the actual situation to speculate, more time is to rely on experience.

User metrics:

1. Page Bounce rate: Pages bounce rate, jump rate is a general definition of the time in a page not more than 5 seconds (according to the actual situation is not the same) amount of traffic. High bounce rate generally means that the design or function of this page has some problems. Exactly what page to see, such as landing page, of course, the shorter the better.

2. Landing page: Users enter the Web site, and a little different from home page. Home page refers to the homepage, but many times the user is not through the home page to reach the site, it may be through a search keyword, but also may be from other sites linked to the link. In short, landing page allows you to analyze the purpose of the user's visit.

3.ATOS (aveage time on site): The average user stays on the website for long. There is also aveage time on page, which is the average length of the user's stay on a single page.

4. User return Rate: The number of users in a specified period of time in the last period of time the ratio of users. It is usually calculated by week and month as the time period.

5. Number of new users: the number of new users in the specified time period. Usually calculated in days, weeks, and months as time periods.

6. User Conversion rate: To visit the user of the website, the rate of conversion to the site users.

7. Page user Exit Rate: that is, the ratio of users to exit the site on a page. Generally speaking, the highest exit rate of the site should be users in the site after their natural departure. Otherwise, the page may be navigated or otherwise cause the user to leave, the page needs a comprehensive analysis.

8. Page density distribution: And we do user testing of the hotspot map is similar, but that is based on the user's eyes focused on the area of the hotspot map, and the click Density refers to the page of the total number of links to the percentage of page hits.

In fact, we can see from the above, directly rely on one or two KPIs almost no useful information. Therefore, the website operators must learn the serious analysis, the actual situation, the synthesis each KPI index, can make the correct decision-making. Otherwise, the data is just data.