Ten misunderstandings and alternates of website analysis (II.)

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The "Guide" website analysis is still new, so we may have a variety of biases in her understanding. This article summed up in my work found a variety of easy to appear on the site analysis of the misunderstanding of the understanding. This is part two, and this part will go into some more detailed areas. The first part please see: Web site Analysis of the ten misunderstandings and alternates (i)

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We continue to talk about the common mistakes in website analysis.

Myth Six: The higher the Bounce rate, the worse the page quality

It is generally believed that bounce Rate (bounce rate) is used to measure the quality of the page. Generally speaking, this is correct, but can not say bounce rate high on the page must be poor quality caused.

First of all, bounce rate is not only determined by the quality of the page, but also by the quality of traffic. To give an extreme example, if your page copy is very tempting, but the visitors are all do not understand Chinese, your landing page will still have a very high bounce rate. Therefore, can not always one-sided blame the page itself has problems.

Second, some landing page itself has only a very small amount of traffic, for example, one months only 10 visits, of which 6 immediately left, 60% of the bounce rate does not have statistical significance.

Therefore, to see the high bounce rate, we need to analyze two aspects at the same time, my most common way of thinking is:

1. Check match: What are the properties of the site traffic source? Why did they come to your website? What is the content that the Web page provides to them? This, I think do not need any web analytics tools, as the site owner (webmaster) also should have a few. On the matching issue, please refer to my another article: the impact of the site conversion rate of the 10 major misunderstanding (on) the second article. The nature of the flow itself and the content of the landing page does not match the situation, often have a higher bounce rate.

2. Check if there is traffic cheating. This problem mainly occurs in the brand advertisers website, and E-commerce site, a penny flow, if there is cheating, is a serious problem. Cheating flow is false, relatively low-level cheating flow, will certainly cause very high bounce rate. Website analysis is the best tool for cheating. Once a friend mentioned his accomplishments in traffic cheating, I very much hope he can "resume", he attacked me, we "a very good."

The common method of checking traffic cheating is to do the subdivision of the flow source. Of course, there are a number of other fixed methods, as my killer dare not rashly announced. This field is villains Outsmart Oh! I hope no one wants to kill me.

3. Check the page. If the flow itself is not a problem, they are really your target crowd, that nothing to say, check the quality of the page. Of course, how to check the page, or should pay attention to methods. It is recommended that you follow these steps:

Any technical problems that may exist on the page, such as slow loading, incorrect display, failure of programs and Plug-ins, and so on.

Hot Map--for discovering the potential interest of the visitor, and the point where you think they are interested but have not achieved the desired results.

Visitor needs analysis-Internal search analysis, external search analysis, questionnaires (such as 4Q questionnaires), mouse trajectory, in fact, the above said the heat map itself is actually a requirement analysis method. Requirements and page content does not match, bounce rate must be high, indicating poor quality of the page.

Under-fold analysis (Under fold refers to the page can not be displayed in the first screen and need to pull the page to display the content, Omniture Sitecatalyst has a good Under fold data report)- is the attractive content not directly displayed in a considerable part of the audience's first screen?

The elements of the page that guide the user, especially the call to action (the element that calls the user to take action, such as clicking the Register button) is friendly enough? This content please refer to my another article: Impact on the site conversion rate of the 10 major misunderstanding (on) the 5th, and the impact of the conversion rate of 10 major misunderstandings ( 6th.

Now, hopefully you will have some more insight into bounce rate.

Misunderstanding seven: Web analytics tools and advertising monitoring tools confused

Web analytics tools and advertising monitoring tools generally do not focus on a tool, although our country does have such a "fit" tool, but overall, web analytics tools and advertising monitoring tools are "well water", each has its own world.

Website analysis Tools Needless to say, Google analytics,omniture,webtrends,coremetrics,xiti, etc., is to monitor the site (on site) of the visitor behavior. In addition, these tools provide some common basic models to demonstrate monitoring of behavioral data.

Advertising monitoring tool, which refers to the Internet display type of advertising monitoring tools, is used to monitor the display of ads (impression), clicks, ads corresponding to the number of cookies (used to analyze the frequency of advertising display and click), advertising site (publisher) and so on. Typical advertising monitoring tools such as Google's DoubleClick, Microsoft's Atlas, free OpenX, and a eyeblaster developed by a Israeli company, were still successfully acquired after a few years of litigation with Microsoft. Chinese Allyes and Admaster.

My experience is that web analytics tools focus on the analysis after monitoring, analysis is more difficult; advertising monitoring tools focus on the format of online advertising and related concepts (such as ad serving and ad tracking), and translate these concepts into the specific settings of tools, generally not difficult, The analysis is not very difficult. After all, advertising can do much less interaction than a website. Of course, Richmedia (Rich media) advertising is also more complex, the implementation needs to be very serious, but in my mind, advertising monitoring tools and web analytics tools, the latter is a more "high-end" tool.

Web analytics tools are often combined with advertising monitoring tools (attention is not fit). Some of the unions are simple syndication, such as Link Tag for Google Analytics's UTM code implementation, and Omniture Saint Tools, while others are very powerful system integrations, such as omniture-provided Genesis tools, Can be with such as DoubleClick and eyeblaser system integration, the advertising monitoring tool data directly integrated in the Web site Analysis tool, this tool can also with the enterprise ERP, CRM, sales management system and other integration.

Of course, if we understand the site analysis from a broader perspective, web analytics also need tools including some competitive intelligence web analytics tools, such as Alexa, Eric's Iusertracker, foreign famous Compete.com,google Trends for website, and Google DoubleClick Ad planner and so on.

Finally want to emphasize that the advertising monitoring tool can also achieve a part of the site traffic monitoring function, that is, how many of the ads click really translated into Page view. Web analytics tools can also monitor ads for exposure or click, as long as you understand the Web Analytics tool working principle, you can find a way to let the ads load, but also request a Web Analytics tool server 1x1 pixel picture on the line, please click: "Cloud" Monitoring: Vertical Web site analysis ( Google Analytics for Taobao). Philosophically speaking, everything is not absolute, web analytics tools and advertising monitoring tools are the same.

Error Eight: Select Web Analytics tool is the first step in the analysis of the website

Web analytics tools are always being emphasized by users, which is correct. 工欲善其事 Prerequisite. However, before you choose a Web analytics tool, please wait a moment!

Understanding the business is the first step in the analysis of the Web site.

For example, Aviva (not Aviva China), they always ask me, please tell me what we should monitor, sometimes it is difficult to answer. For an insurance company, I believe they know more about their own business than I do, such as get a quote and retreive a quote who is more important-which online user behavior is more meaningful to their actual business. It may not be useful to move the Allianz (Allianz) method directly.

If you recognize the main points of your business, then Web Analytics is half done, and the rest is technical-the site analyst will find the key behavior on the site for these business essentials and then select the targeted Web Analytics tool for these key actions. There is nothing unusual on the website, there is always a tool to meet your needs. And knowing what you really need is the most important thing. In this regard, I see a real estate online site to do very well, because they know what they want, this is really half the success.

When it comes to tools, you want to talk about it. I always emphasize that the tool is just the beginning of the website analysis, it is just like you buy meat and vegetables in the market, take home, it is not Chinese food. You need to use your wisdom and experience to make the dishes that satisfy your wife and children. Website analyst is a very very promising industry, especially in China's internet marketing from the extensive step into the fine today. In the past, people focused only on the money that was spent on marketing and the money that was received after it was sold, and today, people realize that there are a lot of things that can be artificially promoted or controlled in the process between the two ends. Earn 5% is earn, earn 10% is also earn, why not earn more? Web analytics makes you more profitable-and, of course, you need a reliable analyst to help you analyze and optimize the process. Tools give you only raw materials, the master made them into exquisite dishes.

Mistaken idea nine: direct traffic is directly flow

Direct traffic is a good flow, and in general, these flows represent those who are genuinely interested in your site. Google Analytics can automatically record direct traffic, as can other web analytics tools.

However, do not think that these flows are really all direct traffic. For Google Analytics: All the sources of traffic that cannot be identified (referrer) are classified as direct traffic. In this regard, omniture to be more rigorous, for the inability to identify the source of traffic, it is direct or unidentified traffic, so as to avoid misunderstanding. If you use GA to monitor traffic sources, and you pay for traffic, but do not mark the traffic you buy, there is a high likelihood that there will be a large number of direct traffic. This means that your flow source analysis is basically out of the way and you can no longer optimize your traffic-buying strategy. So be sure to keep the purity of your direct traffic.

Myth x: Third party Cookies are not as good as first party cookies

Cookies are necessary for web analytics of page tagging, a bridge between link audiences and analysis tools. Cookies have third-party cookies and the first party cookies, the difference between the two seize a little bit, that is, third-party cookies are cross-domain, that is, if a visitor visited Sina, but also visited Sohu, are still recorded as a visitor; And the first party cookie is not cross-domain, the cookies belong to Sina can only belong to it, if the visitor then visited Sohu, then the first party cookies can not be recorded to the user to visit Sohu behavior.

With that in mind, you know that third-party cookies are not necessarily inferior to first party cookies. The advantage of Third-party cookies is that they can monitor the behavior of cross-site visits, which is good for our friends who analyze marketing effects. First-party cookies are not so wonderful.

Therefore, I must point out that the first party cookie is absolutely not powerful for third-party cookies, and third-party cookies are actually a very good solution. Why, then, is there a lot of foreign experts recommending the use of first-party cookies? Without him, third party cookies, because of their powerful features, have raised concerns about privacy violations in the public. The first party cookie, because can only record the visitor behavior within a website, receives less criticism. So, many people set the browser to a higher level of security, disabling the third party cookies.

In China, however, there are some things that are not the case, and people are less concerned about privacy. As a result, China's Third-party cookie ban is not so pessimistic. How does your site visitor support cookies? It is recommended that you use JYC analysis to try this tool not only to analyze how many people have disabled cookies (first and third parties), but also to see that JavaScript is disabled. For more information on my experiment, please click: How much does JavaScript and cookies affect GA?

Well, this episode has come to an end. But this series is not over yet, and in the next set, I'll introduce some of the other questions that you're asking: is File log the most accurate method of Web analytics? The longer on site, the deeper the Page depth, is the better? Does the analysis of web analytics make sense for individuals (compared to overall and sampled)? What is the understanding of recency? How do I set up filtering in GA (possibly a special topic)? How to implement the website analysis ( and some basic principles)? Ah, quite a lot!

Article source: Web Analytics in China