Sidney Website Analysis sentiment: no subdivision or death (i)

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Objective】

Subdivision is the soul of the site analysis, segmentation is to find the truth of the path, for me, no subdivision, or rather die. Among all the ways of thinking about web analytics, segmentation is one of the most important lessons. This will not be an independent article, but a series that could be as long as 6 or 7 articles. Each article will analyze one or two small cases to make a glimpse of the secret with friends. This is the first chapter.

Body】

Early warning friends, has been in the fight against mild depression, I will take a few weeks of vacation in October, may not have time to write articles. After all I feared that, without adjustment, I would fall into silence all day. So if you want me to discuss which aspect of the problem, please leave a message and I will try to finish it before October.

Recently is doing a big project, quite has the sentiment, the website analysis is a very practice science, the practice inside has the true knowledge, also has the experience, even if is a very not easy analysis, goes slowly to chew, probably also than just sits the light to see the theory to learn more effectively. At present my biggest sentiment, still in that let me love and hate subdivision.

Segmentation is the soul of web analytics, and almost all of the insight has to do with segmentation. Subdivision helps us cobwebs, let us know where the success or failure, let us have a scalpel, the site anatomy, stirring.

But the subdivision is also the most difficult, often let me spend a lot of time but can only get a small piece of charcoal, and sometimes even get nothing. And, the breakdown, in fact, is endless, you fall into, may mean that you spend all your energy (or even youth) to squander it, you dare to make such a big bet?

In any case, the subdivision of the magic, you do not personally understand, do not know the taste. What I want to write is to try to take you to feel, but the real feeling, depend on yourself, my dear friend.

Chapter One: Analysis of the growth/reduction of traffic

"Case 1" the day before yesterday, the South Qi asked me, My site (a well-known Business-to-consumer website) on the day of the Zhouqu mourning day, the flow of traffic does not increase, more than normal, how can I know why?

I listen to music, this is one of my favorite problems Ah! Dear friends, I think I do not need to say more, you already know the answer to this question, in fact, everyone is the same answer, but we need to find evidence.

I told him I wanted your direct (type/booked) flow and search engine traffic must have increased significantly, while other traffic has increased, but the increase is not obvious, far less than the flow of both. Nanchi did not disappoint me, told me I guess good. It doesn't take much digging.

The following case, however, is relatively simple.

Case 2 I have studied a website that is an active website. The purpose of this site is to allow users to submit their own design of digital image works, and then by experts to determine the winners, won the organizers reward. This is a typical UGC (User Generate Content) of the roving, activities only rely on media advertising to promote, no keyword promotion and other promotional methods. The flow of the entire activity during the increase and decrease trend is still relatively normal, as shown in the following figure:

The flow of traffic in the chart shows a more normal weekly or downward trend (it is true that the flow of the weekend will drop relatively low, it is normal). Everything seems to be normal, do you still want to study it?

Think for two minutes?

Now, tell me how I acted. My train of thought may just be one of countless ways to solve the problem, so I also welcome my friends ' comments and opinions.

The first thing I do, of course, is, no doubt, subdivision--traffic breakdown. Starting from the thickest angle, select the time range for the entire range of activity, and get the following figure:

Friends, do you see something wrong?

Traffic Sources Overview, traffic only direct traffic and other, no referring sites. However, after we think this is normal, this is a very new and life cycle is very short site, there is no exchange links, and did not do any social networking such as promotion, all traffic from the media's hard to promote.

If this problem is eliminated, is there anything else to be concerned about?

My feeling is that Direct traffic as high as 28% of the ratio makes me very shocked, at the same time, let me very puzzled.

The reason is that it goes against my common sense. Please remember what I have said below some common sense:

Common sense One: Direct traffic flow and SEO flow must be symbiotic. Only the probability of SEO traffic or direct traffic is similar to the probability of seeing aliens. I don't have much reason to explain.

Common sense Two: the proportion of direct traffic in an event marketing website that relies entirely on internet advertising is hard to exceed 10%. This data may be challenged by you, but I have hardly seen an exception.

Now, this 28% direct traffic, it's so abrupt that I'm frightened.

What will you do if you find the problem?

Two minutes to think?

I immediately, and naturally, proceeded to do the following things.

1. Remove other traffic and keep direct traffic only in the Advanced subdivision (Advanced segments). Yes, we're going to see what happened to this guy, and we have to get rid of distractions.

2. After the direct traffic subdivision, see trends. Get the following figure:

The problem is even more pronounced, and Direct traffic's trend is bizarre. This is against our third common sense:

Common sense Three: unless your site appears in Fengjie, Ma Nuo, Cang, and other violent events such as the external earthquake tsunami and other large-scale emergencies, your site direct traffic difficult to appear a short period of ups and downs. For the case site, no such thing happened, and Fengjie did not sign up for the contest.

This makes direct traffic look even more bizarre. Please forgive me for unconsciously using the "go into science" body. We have to find out why.

3. Analyze direct traffic from which page (landing page) to enter the site.

We don't know where Direct traffic is coming from, but we can see which door they're on our site. Now, it's easy to open the landing page report, and we get the following figure:

You may not be able to see the name of the specific landing page, it doesn't matter, I'll explain. We can see that the top one has the most entrances. However, we found that this page is not a website advertising promotion landing page (that is, the homepage of the site). Things, and began to move towards the bottom of the way.

4. I'm holding on to the desire to figure out what page is the most entrances on the top of it (we actually clicked on the icon on the left side of the report to know what this page is), and I did the following to see the landing of traffic other than direct What page is.

Not let me down, the vast majority of traffic in accordance with the scheduled line into the site belong to their home page. Now, we can suspect direct traffic is suspicious traffic.

5. Finally, it goes without saying that everyone will do it by looking at the strange landing page of direct traffic. After the point is opened, the page is like this:

This is a user submitted work page! Now, you must understand what's going on.

After that, we notify the client, then the client notifies the author of the work, and then the mysterious direct traffic disappears. True direct traffic is then shown to account for less than 1% of the ratio. Everything's fine.

A small subdivision, an interesting discovery, a successful counter "investigative".

Perhaps these two are not typical cases, but they do reflect our usual way of thinking. Now, you can see why I am so fond of "subdivision".

[Copyright belongs to Sidney Song (sing) all, welcome to reprint, but please inform the author in advance and indicate the origin]

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